b'ALLY RODEN Air-Dryableis the Way of the Future DIGITAL MEDIA PRODUCER, SEED WORLD GROUP for Molecular Test Developmentaroden@seedworldgroup.comDURING THE COVIDpandemic,costs of outsourcing? a continual challenge has beenMeridians Air-Dryable tech-Social Media Lends tosupply chain logistics and thenology was launched in 2019 as rising cost and complexity of coldthe first novel solution for creating Brand Development chain distribution. While there areambient-temperature stable assays several ways to tackle this prob- using only a precision oven.Instead CREATING A BRANDthat aligns with a com- lem, Meridians focus has been onof freeze-drying, the process relies panys goals and values takes an investment offinding customer solutions that areon evaporation. For the seed sector, time, effort and money. While that process isdriven by innovation. Assays thatMeridian created a specialized mix, demanding enough on its own, facing todaysare ambient-temperature stablecalled Air-Dryable Direct DNA digital age requires a next step: social mediaare ideal as they remove some ofqPCR Plant. It has been optimized content creation and engagement. To continue tothe cost and difficulty of maintain- for use specifically on plant material see growth, companies must focus on their socialing refrigeration and offer benefitsand it simplifies the development of media presence. Successful management of socialsuch as an extended shelf-life. ambient-temperature stable assays media accounts is a large undertaking. To transi- However, traditional drying meth- which are field-friendly.tion smoothly, here are three tips to keep in mindods such as lyophilization can beAs inflation continues to rise when using social media to build your brand. expensive and require significantand shipping logistics remain a Content quality, not quantity. While havingexpertise. challenge, companies need a way an excess of content is not necessarily a negativeLyophilization, also known asto contain their costs and improve thing, it is important to focus on the quality of thefreeze-drying, was first invented intheir supply chain. Customers prefer content being shared and not just the quantity.1906 and since then has becomeproducts that offer a long shelf-Choose a voice for your brand and stick with it forone of the most important pro- life and that are easy to handle. each post. Are you posting five times a day withcesses for the preservation of heat- They are also attracted to environ-no follower interaction? Try investing a few moresensitive biological materials. Thementally sustainable features that minutes into creating three quality posts! method relies on removing frozenreduce their carbon footprint and Engagement builds community. Likes, com- water from a product under aimprove their shipping costs.ments and shares are a great way to measure thevacuum, allowing the ice to changeLyophilization wont go away. reach you are receiving from your social mediadirectly from solid to vapor with- But the Air-Dryable technology efforts, but they are not the only essential metricsout passing through a liquid phase.enables more cost-effective and to analyze. It is just as important to engage withThe process is very technical andsustainable products for the future. your audience as it is for them to engage with you. requires specialized, costly equip- In the end, the future of ambient-Take five minutes out of each day to scrollmentconsequently, companiestemperature assays is going to rely through your feed to like and comment. If yougenerally out-source this service. on air-drying. want to take your efforts further, switch gears andAt Meridian, we saw a need to center your attention on seeking out accounts thatdevelop a new drying technology fall under your target audience and engage withthat was simpler and more acces-them. Not only are you bringing potential custom- sible.Imagine the benefits for small ers to your page, you are also building a relation- and large companies alike, being ship by showing interest in their content. able to reduce the headaches and Consistency is key. Above all, following a con-sistent posting schedule across your social media channels will allow you to receive the full benefits of social media. People love consistency. If you are sharing posts few and far between, users will notFLORENT CHANG-PI-HINbe enticed to visit your page.VICE PRESIDENT OF R&DCreating a digital presence could be the differ- LIFE SCIENCE, MERIDIAN BIOSCIENCEence between making a long-lasting connection orflorent.chang-pi-hin@meridianlifescience.commeridianbioscience.com/lifesciencegetting lost in the growing digital media space. JANUARY 2023 SEEDWORLD.COM /29'