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The Beginners Guide To Biotech Marketing

Many people think that marketing a biotech company is easy. And while it may seem like one of the easiest things to do, you will find out soon enough that this is not true. Biotech marketing can be difficult and time-consuming if you don’t know what you’re doing. This article will give you some great tips on marketing your business in a way that captures your customers’ attention and brings them back again for more.

What is a Biotech Company?

A biotech company is a business that focuses on medical research and development. Scientists have discovered new drugs, therapies, and medical technologies to cure diseases or improve existing conditions. They often create medications containing living organisms such as bacteria, viruses, and fungi. These medications are usually referred to as biopharmaceuticals. Biotech companies will take these biopharmaceuticals and sell them to doctors and patients needing a lot of money. Financial success in the biotech industry is all about controlling your operating costs and maximizing your sales revenue. What’s cool about this business is that you create living organisms in a lab and then sell them to people as medications.

Three factors shape biotech, namely:

Technology – this is a factor that influences the development of new products. Technology helps develop therapies meant to solve complex human problems using biology.

The operational model is how a biotech company delivers its product to market. The working model includes concepts such as manufacturing sites’ choice and the outsourcing of materials and services.

The core values and culture – are things that allow people to bring out the best in them. The core values help create a culture that improves collaboration between people within an organization across departments, making them more efficient and effective.

BioTech Trends

1. artificial intelligence.

Artificial intelligence in BioTech is making medical devices smarter. For example, Artificial Intelligence in Healthcare uses machine learning to analyze large data sets to generate insights that help doctors make better decisions about their patients. AI can develop RNA platforms to aid therapeutic development, drug discovery, or research and development. It can be used to help us transition from idea generation to clinical trials faster than ever before. AI can also identify genetic markers in DNA to identify early-stage cancers.

2. Big Data and Analytics

Big data and analytics is becoming more critical for biotech companies. It helps us discover the root of biological questions and find patterns in complex sets of information such as DNA, protein, and clinical data. Bioinformatics is a subset of big data that analyzes these vast amounts of data to help us identify new targets for treatment or disease prevention.

Big Data and analytics help implement precision medicine strategies and genomics-based drug discovery programs. In addition, many large pharmaceutical companies use this technology to discover new drugs using Big data and analytics.

3. Gene Editing

Gene editing is a fast and accurate way to change DNA structures. It can develop therapies for various medical conditions such as cancer, HIV/AIDS, and many other diseases. For example, CRISPR-Cas9 is a gene-editing technology used to create new treatments for bone marrow disorders and leukemia.

4. Precision Medicine

Precision medicine is giving more options to patients. It uses genomic information and data on the patient’s lifestyle, environment, and medical history to formulate individualized healthcare plans. This can be used for detecting genetic diseases early or finding their causes. For example, Precision Medicine has been proven helpful in Alzheimer’s disease by helping us understand how some genes accelerate aging and others do not.

5. Gene Sequencing

DNA sequencing allows us to read the genetic code of organisms. Recent advances in DNA sequencing technologies have reduced the costs involved allowing more people access to it. This technology can diagnose rare diseases, identify infectious disease outbreaks, and test therapeutic drug candidates/treatments.

6. Biomanufacturing

Biomanufacturing is a process used to make biological products from living organisms. Biomanufacturing helps reduce the costs and complexities of traditional manufacturing processes while improving product quality, yield, and consistency. For example, Gene editing can be used in biomanufacturing since it is fast, accurate, and produces few errors compared to other methods, such as PCR.

7. Synthetic Biology

Synthetic biology is an emerging technology that allows scientists to engineer biological parts and systems. Synthetic biology makes it possible to produce chemical substances in cells like biofuels, drugs, chemicals, etc. For example, RNAi (RNA interference) reduces or stops the production of specific proteins that might cause diseases like Huntington’s. Synthetic Biology is also used in the production of other products like biofuels. They are produced by living organisms that are genetically modified to have more than what they usually do.

8. Bioprinting

Bioprinting is a technology that allows us to print cells onto biological materials. Bioprinters produce tissues, skin, bone, and other organs for transplantation. These printers enable scientists to use bio-ink containing human cells, which can be made by biomanufacturing. They help in replicating or repairing damaged tissues or organs. For example, researchers use bioprinting to create cartilage tissue by inserting stem cells into the printed structure.

9. Microfluidics

Microfluidics is used in the development of lab-on-a-chip devices. These chips can conduct chemical or biological analyses on fluids at tiny scales. They are more efficient and cost-effective when compared to standard lab equipment. For example, Microfluidics has been used in molecular diagnostics screening of cancer biomarkers.

10. Tissue Engineering

Tissue engineering is a technology that allows us to grow living tissues from cells. They help develop new ways of treating injuries and diseases by enabling us to replace or regenerate damaged tissue. For example, Tissue engineering can be used for creating skin grafts for burn victims with the use of cultured skin cells. These tissues can be grown in the lab and transplanted into the patient.

For more trends, check out our 2023 Our Biotech Trends Outline

Biotech Marketing Challenges

1. complex products.

Many biotech products are very complex and require much time to understand. In addition, they use new technology for most people, which makes it hard for them to understand the product.

2. Diverse Teams

Different biotech companies have different types of people in their teams with different skill sets. This makes it difficult for these companies to market their products. For example, some scientists are great at communicating complex topics to the masses, while others might struggle.

3. Shortened Timelines

The timelines for product development are much shorter than other products. This puts more pressure on the marketing team. For example, companies need to create awareness for their products within a short time frame, like 2-3 years, instead of the 10+ years it might take for consumer or non-biotech companies.

4. Global Rollouts

Biotech companies must launch their product in multiple countries, increasing costs and complexities. For example, a company might want to sell its product in both the US and Europe which adds cost since they will have to design different marketing strategies.

5. Varied Audiences

Biotech companies have many different audiences to market to. Each audience has its knowledge base, emotions, and interests that must be addressed in the marketing efforts. For example, scientists might understand what you are saying, but non-scientists will probably not understand your message.

6. Competition with Pharma

Since there is so much competition, biotech companies need to spend more on marketing than other industries. For example, big pharmaceutical companies might be willing to pay $1 billion on their ad campaigns, while smaller biotech companies are most likely unable to do that.

Biotech Marketing Strategies and Services

1. focus on product quality.

One of the most effective strategies for biotech companies is to focus on providing quality products. As a result, people are willing to pay more for quality products and recommend them to their friends. For example, when buying cars, people are eager to spend more money on well-known brands with good reputations instead of unknown brands.

2. Feature case studies of your products in action

Many people might not understand the results of studies, but they can easily relate to case studies. You should partner with organizations that can implement your product and then showcase its use in those organizations. For example, you could partner with hospitals or universities and do a case study on how your product helped someone and impacted the community.

3. Use your industry certifications to your advantage.

Many biotech companies are industry leaders in their area, which can be used to generate awareness. For example, you could become an “Authorized Partner” or enter into a “strategic partnership” with more prominent tech companies like Apple or Google. They can push out updates on their products. This will help drive people towards buying your product.

4. Use videos to bring products to life

Many people are visual learners, so it is vital to use videos, infographics, and animations since they make the concepts easy to understand. For example, suppose you are showcasing how different cells work together in a body to fight disease. In that case, you could create an infographic that shows how these specific cells respond to various conditions.

Home » Expert Advice » The Beginner’s Guide to Biotech & Life Science Marketing 

The Beginner’s Guide to Biotech & Life Science Marketing 

As life science professionals, we not only continuously handle hard science and research, but we also have to learn how to market our products and interact with a large online audience. However, coming from the sciences, many of us struggle with bio-business.

Here is where you can start. In this article, we will take you through all the essential aspects of digital marketing for biotech and life science companies. You will learn the basic concepts of digital life science marketing and how to connect them with your company’s marketing strategy, or your future business . 

First, let’s recap the difference between B2B and B2C.

What do B2B and B2C mean?

B2B, B2C, Marketing

B2B stands for business-to-business, which is a process of selling products or services to other businesses. Whereas B2C stands for business-to-consumer, meaning your product or service is sold directly to individual consumers. 

Most biotech and life science companies are driven by B2B models. One example of a B2B in the biotech market is Novozymes, as the company produces enzymes and commercializes it to other companies, which will apply these molecules to their industrial processes. 

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Lactobio, on the other hand, produces probiotic-based skin care products, and they are commercialized directly to individual consumers, illustrating a B2C case.

These two business models aim to draw the attention of two distinct audiences, which differ in scale, cost, communication, sales, and logistics. Therefore, the way you develop a marketing strategy for your product or service tailored to these targets varies.

Understand your target market

target audience, target market, marketing

If we are analyzing a B2B case, the marketing strategy is dedicated to the needs, interests, and challenges of customers who are making purchases on behalf of their organization. 

In the example above, Novozymes’ account managers will search the industry for decision-makers who apply enzymes in their processes.  While in B2C cases, we are talking about people in their everyday lives. 

In order to understand your customer’s behavior, look for the common characteristics, needs, and demographics of your target group. Your target market is the group of people you want to reach through your life science marketing pitch. 

But be careful, your target can’t be everyone. A product will always have a specific niche, and you must understand that niche if you want to dominate it. 

The better you understand your product’s niche, the more customized your communication in the form of relevant content, ads, and messaging can be. Consequently, with more audience insights, you will also see your conversion rates growing, and you will get a better return of investments — metrics that matter to all marketers!

Here are a few steps to develop your audience research:

1. List all the benefits your product or service is offering.

Who is in need of these benefits? Who is interested in them? How can your product benefit the customer?

2. Check your current customer base (if you have one)

Get started with the basic information. Check all the information possible about your current customers, such as age, location, language, spending power, patterns, interests, stage of life. 

If you are analyzing a B2B model, you might want to collect information focused on the companies you are selling to, like company size, the title of the people making the buying decisions — be it the CEO, the CTO, or the production manager — revenue, and biggest challenges.

3. Watch your competitors

Now that you know who your main customers are, look at your competitors. Who are they targeting? What kind of communication are they using and how are they positioning themselves? 

Analyzing your competitors might provide you great input on do’s and don’ts, and also tell what segments you should focus on, instead of working on the exact same ones.

4. Create your detailed persona

At this point, you have already collected a lot of information about your audience, so it’s time to create an in-depth persona, or in other words, a real human being representing your typical customer.

Let’s take Lactobio as an example. This company has recently launched a new product for acne-prone skin with a novel approach, applying live probiotic bacteria to reduce pimples and impurities. In order to draw the ideal buyer persona for this product, you would consider:

Ask yourself, what’s your buyer persona’s daily routine? Their aspirations? Their reading and social media habits? Their purchase behavior, do they buy online? The list of questions is long, and as we mentioned before, the more you know, the better.

Good knowledge of your audience will allow you to develop a great marketing pitch to attract the right customers to your product or service.

branding, marketing, logo, brand

What do you see when you think about a brand? Most of us will picture the logo and the color palette in our minds. 

Strong brands have reached a level where they don’t need to write their names on their products anymore. They make a dominant visual impact on people and automatically occupy part of their memories, take Apple or GE healthcare, for example, you’ll recognize their logos anywhere.  However, the logo itself does not build an identity.

It’s the way you communicate with the world, applying a range of tools, that makes you different from others and encourages people to engage with you.

Do you want to be recognized as an innovator? Or at the cutting-edge of science and discovery? No matter what your goal is, there is a psychology behind branding. Whether your business is in biotechnology, health care, or any life sciences, people tend to connect with it in a strong manner. 

It’s a universal interest to follow medical advances and scientific progress. Human health becomes an emotional subject when it reaches people around us, and the psychology of human emotion can drive your branding construction. 

As mentioned by Marty Neumeier , iconic branding master, “Your brand isn’t what you say it is. It’s what they say it is.”

We are talking about everything that expresses your brand and generates a feeling in people: logo, colors, typography, photography, iconography, illustration, video, motion, web design, data visualization, design system, interactive elements, and more. 

All these elements must be distinct, memorable, cohesive, flexible, and easy to apply. Unfortunately, they do not come overnight, it requires deep thinking, strategy, and an intimate understanding of what your brand means.

Building the brand of your business is an emotional experience with your target audience. A fresh and innovative branding approach can be a good marketing strategy for small and new businesses who are finding their place in the market.

Social media for Life Science Marketing

social media, life science marketing, life science marketer, Elena Resko

Now that you know about the importance of an effective branding strategy, let’s talk about the benefits of social media on life science businesses . 

You might find it confusing to imagine a biotech company using Facebook or Instagram to advertise themselves, but we are living in a time where social media has become crucial for marketing any kind of business. 

Advertising through traditional channels, such as TV or print media, is not enough to reach your consumers and gain the attention of potentials anymore. Instead, social media can be extremely beneficial to generate brand awareness, drive traffic to your website or blog, and gain market insights.

In the field of life sciences, the favorite channels are LinkedIn and Twitter, and getting deep knowledge of how these and the other channels work, can boost your interaction with customers, and bring your business to another level. 

At the end of the day, even scientists can be interested in spending time on social media, so it’s worth considering.

Content Marketing 

video content, video design, content marketing

Creating and providing meaningful content allows you to connect with your targeted audience.

The life science sector is full of professionals who are overwhelmingly busy but voracious learners. With the help of business-based language, content marketing is a strategy to expand and retain your audience by offering truly relevant content , which will ultimately drive sales.

When we talk about B2B models, content is the key to achieve your life science marketing goals. Instead of pitching your products or services to life science professionals, you get their attention by offering easy-to-digest content that can be useful to them and will help solve their problems.

For a detailed guide on how to create your content marketing strategy, check this article , where you will learn the minimum effective dose content strategy and how to avoid mistakes. 

Search engine optimization and keyword research

Let’s say your branding is consistent, your social media is well on the way, but you do not get enough traffic on your website, and consequently, are not converting as many sales as you estimated.

It’s time to have a look at these two important components of your life science marketing strategy: search engine optimization (SEO) and keyword research.

Keyword research means looking for the keywords your target market uses when they are searching for content, services, or products. Why is it important to know important keywords? 

Keywords are an essential part of your content strategy.

Having keywords inside your content will bring people to you more efficiently, and moreover, will help you answer questions like:

Optimizing your content to specific keywords will help you position your brand at the top of the search results on search engines, such as Google. This will increase your chances of getting traffic on your website. And now we are talking SEO.

Google is committed to delivering the highest quality result to your search, which means not every page will easily get a place in the top results. Only optimized pages providing the most related content will be there.

life science marketing, SEO, top life science companies Europe

There is a whole world of search optimization concepts, techniques, and applications to boost your brand onto the first page of Google.

Companies with serious marketing goals usually have a full-time SEO professional dedicated to this part of the marketing strategy. 

A great tool to analyze how your page is ranking (and your competitor’s as well) is  Neilpatel . You can type your website address and have a great overview of how your pages are performing and which keywords are delivering the best results. 

Let’s take a look at Labiotech.eu according to the Neilpatel app:

Neil Patel, Labiotech, life science marketing, SEO, keywords

Based on these results you gain clear feedback on what works better and what doesn’t. This is powerful data, and it can boost your life science marketing strategy to another level.

Other tools to verify your SEO performance are SEMrush, MozBar, and Google Analytics.

Paid campaigns in Life Science Marketing

A well-optimized page will make a lot of difference, but sometimes that’s not even enough to convert sales. You will have to allocate part of your marketing resources in paid campaigns. 

Nowadays, paid search has become a critical advertising component .

Paid search means you pay search engines to include your ads in search results. It works with a pay-per-click model, meaning you pay only when someone clicks on your ads. 

Ads can be in different formats, such as texts and pictures, at the top or bottom of organic search results. Note that it is not possible to pay to place your website at the top of organic listings, that’s SEO work you’ll have to do yourself.

Conversion optimization

collaboration, life science marketing, conversion

Now let’s say you’ve done a great job on your SEO and you managed to bring visitors to your webpage. They are reading your content, checking your products, but are they buying? 

In other words, is your content converting? This means your visitors take the action you want them to take, for example, buying your product.

In fact, your goal might be lead generation , engagement, sales, and awareness. If this is happening, you are converting.

You made it all the way here to build your brand, find the keywords, sharpen your SEO. Now you need to think about how to retain your visitors and make them convert.

These five strategies are the easiest way to turn your visitor into a customer and increase profits:

So, now that you’ve gained this new knowledge, it’s time to take action! With this overview, we hope to have clarified the basics of life science marketing for businesses in the industry. For a deep understanding of each of the mentioned areas, check out our life science marketing tips for biotech and biopharma here .

At Labiotech, we create compelling digital biotech content for our readers from around the world. If you want to know more about how we are sustaining the digital transformation and how we reach the right audience, book a call with our team or download our 2020 media kit for more information! We are always happy to share our wisdom with you! 

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4 Components of a Successful Biotech Content Marketing Strategy

4 Components of a Successful Biotech Content Marketing Strategy

The biotechnology industry is in a constant state of change. Technological advancements, medical discoveries, and the continuing evolution of disease all contribute to the need for continual innovation. This has perhaps never been truer than right now, with the coronavirus pandemic driving all kinds of changes and pushing many biotech companies to quickly adapt and, in many cases,   take the lead   in the fight against the pandemic.

In the middle of all this transformation, the core messaging of individual biotech organizations can easily get lost. What you've been putting out into the world might not be reaching the right people or, perhaps worse, it might not be aligned with your company’s core mission.

Content marketing   can help fix this problem. Done right, it can be a proactive way to get the right message out to your ideal audience. However, accomplishing this requires more than just pumping out a few general articles or videos. You have to craft the   right   content marketing strategy   that will work for you. Read on to learn how you can get started.

How to Develop an Effective Content Marketing Campaign

Delivering high-quality content on a regular basis can help biotech companies do three important things: Build trust with their audiences, promote their current research and products, and build awareness around their missions. To create effective content that resonates with the right audience, however, some key steps need to be taken. Here are four components of a successful biotech content marketing strategy that can help you deliver high-quality, engaging content:

1. Personalize your brand.

When it comes to an area like biotech, it can be easy to fall into the trap of thinking that a personal approach is an unprofessional one. The content that results from this assumption is usually sterile and cold, failing to attract readers and engage them.

Far from unprofessional,   making your content more personal   is the perfect way to connect with your audience and build trust. Don’t shy away from showcasing the people behind the products. When visitors navigate to your "About" page, for example, are they met with corporate speak and industry jargon, or are they met with engaging information about the people and purpose behind your company?

Look at Harbour BioMed’s website for an example of personalization done right. The “ About ” page offers more than just a summary of the company's work. It informs visitors about the organization’s history and offers biographical information about its management team, advisory board, and investors. The page also tells visitors about Harbour BioMed’s mission and its intended strategy to fulfill it. This refreshing level of transparency builds up consumer confidence in the company and trust in the people behind it.

2. Start with a clear goal in mind.

Not every biotech company’s objectives will be the same. Your   content marketing goals   will vary depending on what’s happening in the industry and the health and biotech products you’re working on. Your content, then, should be focused on those specific goals.

For example, let’s say your biotech company is evolving to support access to reliable COVID-19 vaccines. Your primary goals would likely be to build trust and showcase the efficacy of your products. If that’s the case, you should focus on things like explanatory blog posts and videos, infographics that break down the efficacy of the vaccine, and case studies illustrating your product’s effectiveness.

If you’re not sure what your primary goal is, then stop. Take a step back before you dive into content creation. Brainstorm with your team, taking the following questions into consideration:

Once you have some answers, you can more easily define what you're trying to accomplish through content. From there, you can start creating.

Need help getting started on your content marketing strategy?

Download Your Interactive Content Strategy Checklist

3. Speak to your specific audience.

Knowing your audience is as crucial as knowing your goals. If you start creating content designed for the general population, what you’ll end up with is a lot of time and money spent on people who will most likely never see your content, let alone become customers, investors, etc. Content marketing is most effective when it’s geared toward   serving a specific audience in a meaningful way .

For example, if you’re trying to raise funding, creating content about general healthcare matters won’t get you very far. Instead, you would want to focus on topics investors would be interested in, such as industry trends and the ways your company stays on the cutting edge of those trends.

You could also try to secure press mentions to gain third-party credibility and visibility in the media, which would position your biotech company as an industry leader that investors should keep an eye on. But this type of strategy only comes to fruition after you figure out who you’re trying to reach and why.

4. Showcase proven results.

One benefit of working in biotech is that you most likely have plenty of stories about how your products have directly benefited users. Collect those stories and turn them into   case studies . Content creation is the perfect opportunity to show the world how your health and biotech products benefit patients, medical professionals, and the world at large.

The type of case studies you want to highlight will depend on the goals you’ve set and who your target audience is.   Cue Health , for instance, showcases how its products are being used to protect employees from COVID-19.   Vedanta Biosciences , meanwhile, focuses on sharing clinical trial results. Whatever your objective, chances are you have success stories that can bolster it. Use them.

Content can be a profound weapon in your marketing arsenal — but only if you know how to use it. By setting goals and speaking to a specific audience, you can engage your audience members and build their confidence in your products. You already know the value of what you have to offer, so make sure your audience does, too.

To learn more about how you can use content marketing to work toward your goals, download your free guide below!

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7 Solid Strategies to Effectively Market Your Biotechnology Company

Business Know-How

Promoting a biotech company can be more challenging than marketing a consumer product.

For one, the typical target demographic for life science companies is highly-educated people who want facts and not fluff. Thus, you will need a marketing strategy that can establish your business’s credibility. Doing so can make you appear trustworthy and knowledgeable in front of your target market.

To help you achieve that, you should implement these seven marketing strategies:

Competitive Analysis

In a nutshell, competitive analysis is identifying your competitors and knowing what they are doing.

Sure, you are not the only biotech company in the world. But there is a way to narrow down your list of competitors. And that is to look at their specialties.

For instance, your company is known for effective insulin products. Your competitors are businesses that are known for their insulin products, as well.

Once you have identified who your competitors are, it is time to do some sleuthing and see what marketing strategies they do.

Are they on social media? Do they use email marketing? What types of content do they publish on their website?

You should also look at your competitors’ offline marketing strategy. This includes partnering with local pharmacies and clinics to mobilize their insulin products.

Market Analysis

Promoting your biotech company is not always a one-way street. Depending on your products, you can be marketing to end-consumers, relevant businesses, or both.

Using our previous example, this could mean having a two-prong strategy. One is to promote your insulin products to people with diabetes. Another is to encourage local pharmacies to add your product to their shelves.

This is where market analysis comes in. Mind you; market analysis is one of the things that a life science investor will look at to consider whether it is work funding your company.

Corporate Branding

Do you know why people recognize brands like Apple, Nike, and McDonald’s? It is not just because of their products and TV commercials. It also has something to do with their corporate branding.

However, corporate branding is more than just your logo and color palette. It is also how you communicate your company’s core values.

If you produce insulin products, how would you like people to relate to you?

Perhaps, you would want your target market to perceive your product as affordable. How can you convey it through marketing?

Your answer should be part of your corporate branding strategy.

Search Engine Optimization

These days, it is imperative for businesses to have an online presence. This includes having a search engine-friendly website.

When we say “search engine-friendly,” your website should appear for relevant search results. An excellent example would be when someone searches for “affordable insulin” on Google.

This is where Search Engine Optimization (SEO) comes in. It is a process of improving the quality of your website to make it search engine-friendly.

This includes optimizing your page titles, optimizing meta descriptions, adding ALT text on your images, and more.

Content Marketing

If you want to connect with your target audience, you will need an effective content marketing strategy. This includes having a content calendar for your blog and social media posts, the editorial guideline for your case studies, and more.

Content marketing is imperative in the life sciences sector because it allows you to build your company’s reputation.

For one, it allows you to showcase the expertise of your subject matter experts. This can include endocrinologists, dietitians and nutritionists, health coaches, and more.

Luckily, there is different content that you can produce to boost your company’s credibility. Some excellent examples are blog posts, white papers, and case studies.

Social Media Marketing

Other than your content, social media is an excellent channel to connect with your target market.

It seems unlikely for any life sciences businesses to be on social media, but it has many benefits. All you need is to know the right platform for your marketing goals.

For instance, LinkedIn is for business-related marketing. This platform is ideal to use if you want to expand your professional network.

On the other hand, Twitter allows you to disseminate a marketing message quickly. Do you want to update your audience with the latest news about your biotech company? Post a tweet.

Paid Marketing

Here’s the thing: Organic digital marketing takes a couple of months to a year before you can yield results. If you want to get immediate results, you should include pay-per-click and online advertising in your marketing mix.

Online advertising can increase brand awareness by 80%. This explains why PPC is ideal if you want more people to learn more about your biotech company and your products.

You can also use PPC to acquire leads (a.k.a. people who are likely to buy from you) and boost your conversion and sales. It is just a matter of knowing how you can make the most out of your PPC campaigns.

As a biotech company, we not only handle data and hard facts. It is also imperative that we know how to promote our brand and products. If you do not know where to start, the seven marketing strategies listed above can help.

Andi Croft is a freelance writer whose main interests are topics related to business, technology, and travel. This is brought about by her passion for going around the world, meeting people from all walks of life, and bringing along with her the latest tech to enhance her adventures. @AndiCroft

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How to Build a Winning Biotech Content Marketing Strategy

How to Build a Winning Biotech Content Marketing Strategy

Building a solid content plan is the first step any biotech company should take when looking to develop an impactful marketing strategy. The aim of good content is to answer your audience’s questions, while also explaining, teaching, and communicating your brand’s messaging in the best way possible.

So, we know that having a content marketing strategy is important for biotech companies. But how do you develop one? And more importantly, what’s the difference between a successful content marketing campaign for scientists, and one that fails to reach desired results? 

If you are part of the healthcare industry, content marketing is a great way to attract more people towards your brand, and improve your overall sales. By focusing on client experience and not just your product, you’ll allow customers to feel closer to your brand and more eager to interact with you.

In order to do that, you need to develop a hybrid content approach that combines traditional and digital marketing strategies and tactics, instead of focusing solely on in-person touch points, or online social media platforms.

To help you build a winning biotech marketing action plan, we’ve put together a list of five action points that will make your content better than your competitors and take your visibility to the next level.

marketing to scientists data graphs

1. Biotech Marketing and Product Positioning

The way you position your products can improve your content marketing greatly and bring your business ahead of your competitors.

But how do you do that in such a competitive field like biotechnology?

By having your customers in mind, and by addressing what they want, not what you think they need. 

Unfortunately nowadays, many brands and businesses in the medical space don’t understand this new wave of change, and are not prepared to address the needs and wants of their customers.

By reframing the market, you can position your product relative to your competition and modernize your business approach, so that you authentically meet the needs of your audience. 

2. Non-Branded Educational Programming

When marketing to scientists, you need to move beyond statements and promotional programs. Building awareness and educating patients is the primary role of unbranded content, but it’s also a way for companies to get around the strict life science regulations and have more freedom in how they engage with consumers.

Biotech marketing can’t be boiled down to just a few core messages, case studies or some promotional campaigns. With the unprecedented shift to digital and your audience’s thirst for science research and technical knowledge, non-branded educational content strategies are needed to drive customer engagement and retention.

A positive user experience, allows customers to access the information they want, when they want it, and in a way that they’d like to receive it. Of course, this approach presumes that information is designed to be user centric and not product-centric.

marketing team working on biotech strategy

3. Omnichannel Marketing

In the biotech space, and many other industries for that matter, COVID-19 has been the catalyst for a swift transition from a multi-channel to an omnichannel marketing mindset. 

Omnichannel doesn’t just mean using different channels. It’s an integrated ecosystem that provides access across all initiatives and regions. When marketing to scientists, everyone has their own specific definition of what omnichannel marketing is, but some of the shared principles are as follows:

4. Data Democratization

Democratization means that everybody has access to data (marketing communications, product marketers, digital teams or different regional teams). But how do you plan your biotech marketing strategy so that users don’t get lost in the overload of information? 

Also, how do you make sure that there are no restrictions at the gateways to data access?

By establishing a Data Center of Excellence based on the following metrics:

5. Measuring Success By Engagement and Net Promoter Scores

Customer satisfaction has long been the primary measure of a company’s reputation and success. By moving away from typical KPIs, taking the time to understand what customers want, and using net promoter scores, companies can get a better know-how and a deeper understanding of how customers feel about them.  

Measuring, tracking, analyzing, and reporting the performance and effectiveness of any biotech content marketing plan can be simplified if you know what variables to look at. Here are a few to get you started:

Armed with the powerful strategies we outlined above, you should have no problem maximizing the effectiveness and the ROI of your next biotech marketing campaign.

If you need any help or have questions about marketing to scientists including biotech branding and product launches or how to build brand equity , don’t hesitate to get in touch.

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Biotechnology marketing strategies: Insider and outsider views

Biotechnology marketing strategies: Insider and outsider views


Biotechnology Marketing Strategies for Academia

Developing biotechnology marketing strategies that effectively reach academic researchers is no small feat as an outsider. However, making inroads into academia can make the difference between success and failure in the biotech industry.

Biotechnology is a crowded space. Established giants are everywhere you look, surrounded by fellow newcomers trying to chip away at their market share. In this cutthroat environment, every customer counts.

According to the National Science Foundation, half of all basic research and development in the US is performed in academic institutions. Emerging biotech firms cannot afford to miss half the market.

However, biotech companies and marketing firms are often best equipped to reach industry clientele. The problem is that biotechnology marketing strategies targeted to academia need an insider perspective in order to be effective.

The Ivory Tower has unique cultural and budgetary pressures that influence purchasing decisions. Therefore, it takes a carefully considered strategy to develop marketing content that reaches academia.

In this blog, you’ll learn how to write engaging content that speaks to academic researchers. We will cover what makes academia unique, reaching researchers at every level, and biotechnology marketing strategies that convert readers into customers.

Know Your Brand

Before you can start planning your biotechnology marketing strategies, you need to consider your brand to set a consistent tone. Whether yours is formal or casual, future-oriented or solution-driven, consistency is key from the logo down.

Know Your Brand

In addition, you must know the strengths and weaknesses of your products and services.

These questions help develop content that reflects your company in a positive (and truthful) light.

New to the Game

New to the Game

Biotechnology marketing strategies for brand-new biotech firms must contend with their newness. You can’t rely on the trust held by a long-running multi-national company. You can, however, turn this to your advantage

As a new company, you have the kind of flexibility that larger firms can’t match. Your marketing must emphasize how you can adapt to customers’ particular needs. Point out how your reduced overhead translates to savings.

Also, who doesn’t like being ahead of the crowd? Academic labs exist on the cutting edge of research. If you can communicate your company’s trajectory, you can attract early adopters that become future loyal customers.

Finally, smaller size makes new firms more approachable. Capitalize on this and let readers get to know your team as people. Consider a “Meet our Team” page and include blurbs about staff when relevant.

Consult the Experts

Another crucial factor of biotechnology marketing strategies is consulting with experts. Once you’ve established your brand’s tone, you should consider getting outside help. While no one knows your products better than you, experienced marketers and medical writers know how to write effective content that gets hits. Marketers or medical writers can do everything from revising your content or creating something entirely new – it’s up to you.

Marketing Agencies vs. Medical Writing Specialists

You have a couple of choices if you work with an outside team to create your biotechnology marketing strategies and content. The first option is hiring a marketing agency to write your content. While there are some great marketing firms who know what they’re doing with biotech content, choosing the right one is tricky.

Most marketing agencies know marketing, not your particular niche in biotech. As such, they can have problems generating content that is relevant and accurate to your products and services. Experts who can sniff out whether a writer knows what they’re talking about. You don’t want your potential customers to think you are clueless based on the bad writing you paid for.

Moreover, bad writing from marketing agencies can cost you more than just customers. Bad medical writing for your biotech company can be a liability . There are strict laws regarding marketing for biotech products related to medicine. If you mess up the wording of a claim even slightly, the fines from agencies like the FDA and FTC can cost you thousands.

That’s why it’s so important to get services from highly-educated medical writers who know the ins and outs of the trade. The Med Writers has writers on staff with expertise in several areas of the biotech field. Not only that, but we specialize in writing that is FDA-compliant, saving you headaches as well as legal fees. Our writers have doctoral degrees in medicine and life sciences, so you get the benefits of a writer who knows what they’re talking about and what speaks to researchers in academia.

Researching the Market

Researching the Market

Whether you get help or go solo, you need to understand what biotechnology marketing strategies connect with your audience. The best content comes from experience; professional writers from academia know first-hand what sells.

In addition, you need to know how folks in the field search. Search engine optimization (SEO) is difficult already; SEO professionals with an academic research background cut through the static and find terms that work.

This is where expert help from companies like The Med Writers comes in. Our writers have been through the gauntlet during their doctoral studies and research careers, so they understand the mindset. With their experience and our resident SEO expert, we write thoughtful, relevant content that gets seen (and read).

Competition Research

Reinventing the wheel is a waste of precious time. Read what your competitors are writing by signing up for their newsletters and reading their blogs. Learn how they speak to customers so you can do it better. Know their products as well as you do your own.

Despite growing crossover with industry, academia is its own beast. One of the biggest differences is funding. In industry, you and your customers have a clear, transactional relationship. In academia, the customer is the grant study section, a group of professors that decides whether your grant gets funded.

Getting funding is arduous; only about 1/5 th of new grant applications get funded by the NIH. The average size of an R01 grant, the standard for academic lab, was over $560,000 in 2020. This must cover employees, lab space, materials, and more, so money is tight.

Successful funding depends on ideas and results; a lab needs papers to survive. Therefore, investigators must be convinced that your products will give them publishable data. If your products have helped other clients get high-impact papers, your content must reflect that.

Getting to Know Academic Researchers

Now that you know about the industry of academia, what about the people? To start, let’s break down who they are so you can build your biotechnology marketing strategies.


According to research from GlobalWebIndex provided by DigiVidBio, academic scientists are equally divided on gender lines. They are generally highly educated and middle to upper-middle class. They are 31% more likely to seek out expert advice on major purchases. Finally, researchers tend to be technologically adept and gravitate towards Facebook and LinkedIn above other platforms.


Who’s Making the Purchases?

Much like industry, people up and down the chain of command make purchasing decisions. They all have their own responsibilities and pressures that should inform your biotechnology marketing strategies.

Primary Investigator (PI) – Professor

The PI oversees a research group. They have varying levels of involvement in the everyday functioning of their lab and are responsible for its long-term financial wellbeing. A professor’s attention is spread thin between research, teaching, supervising, and service.

Considering this, the following strategies will help your content resonate with PIs:

Lab Managers

Some teams include a lab manager, who is generally responsible for employees and supply management. They are often more involved with the nitty-gritty functioning of the lab than PIs.

To make your writing speak to lab managers, keep these tips in mind:

Post-docs and Other Research Staff

In some labs, research assistants, grad students, and post-docs oversee some purchases. These researchers are often most involved in their own projects but are still invested in big-picture concerns.

Connect with research staff with the following tips.

Finessing Formats

Many writing formats can work for you if executed correctly. The Med Writers has a comprehensive post that walks you through them all, but here we’ll focus on tweaking some of the most important to your advantage for your biotechnology marketing strategies.

Comparative Analysis

What do you offer that the competition doesn’t? Comparative analysis shows how your products stack up to the competition. This can take many forms, but the key is being honest and not too negative. Researchers can smell exaggeration from a mile away, so focus on real benefits without trashing the competition.

Sales Emails

Academic researchers get just as many emails as you do. Write a subject line that is to the point and keep the body concise and impactful. Provide links to your website with more detailed information and make yourself seem friendly and available.


If someone signed up for your newsletter, you have their interest – keep it. Lead with original content and include links to previous articles. Tease new products or highlight existing ones in each issue. If your products result in a publication, brag a little! Finally, feature a team member each week (or month) so customers feel connected to your team.

How-to guides

At some point in time, everyone needs a little help. Presumably, that’s why you’re reading this right now. A well-written how-to guide helps solve the reader’s problems without asking anything in return, but point out how your solutions could save them time and effort.

A blog that is professionally written yet approachable is an essential digital marketing strategy. Showcase your expertise by writing about scientific developments and industry news! Just keep it interesting; if they wanted to read a paper, they’d be on Pubmed.

White Papers

A good white paper has the energy of a 1-2 page journal article with just a twist of sales thrown in. The goal is to use research and measured rhetoric to make your case. These need to be written with care not to sound too advertorial, however. White papers take a difficult balance but can resonate with scientists’ constant desire to learn, if done correctly.

Case studies

What your products can do and have done are two different things. A case study shows the real-world impact of your product in a narrative fashion. The most impactful case studies have quotes from satisfied customers and links to the publications and grants they achieved with your products.

In the end, marketing to academic researchers as an outsider poses the same challenges as any other group. Careful planning, market research, and engaging content are part of the formula for success.

However, nothing quite beats first-hand experience. Our team at The Med Writers can help your business generate content that speaks to the academic research community because we came from it. Take a look at our writing samples to see content we’ve prepared for others, or contact us today to see how we can help your business succeed!


Do you need medical writing services? We can help.  Let’s connect! 

Content Marketing for Biotech & Pharma: The Ultimate Guide

Table of Contents

Experienced science content writer Christopher Oseh provides a guide to life science content marketing for biotech & pharma companies, including content types, SEO guidance and more.

An effective content marketing strategy promotes consistent brand communication with a target audience, builds credibility and trust with these audience while keeping in view the goal of the content. Customers that regularly engage with content from a biotechnology company are more likely to perceive the company as experts in their industry.  According to a study, it was discovered that 80% of prospects prefer to learn about a company by engaging with their content. Also, most prospects may not have adequate information about the benefits and how biotechnology companies use technological advances such as gene editing technology called Clustered Regularly Interspaced Short Palindromic Repeats ( CRISPR ) and artificial intelligence in the production of biotechnological products. The creation and distribution of quality content coupled with multi-media case studies created by freelance medical writers about these technological advances in biotechnology industry will bridge this knowledge gap.

What is an effective life science content marketing strategy for biotech & pharma companies? 

Biotechnology companies that consistently publish the right type of content and leverage on content marketing strategies will attract their potential customers and build relationships with them that transform into sales eventually.

Without an effective life science content marketing process, creating quality content will be futile notwithstanding the time and resources used in the content creation.

Here are 7 essential steps in the content marketing strategy process:

Life science content marketing for biotech & pharma: Types of content 

Case studies .

It is a type of content that involves conducting an interview with customers who have used your products and services. Successful content marketing with case studies involves storytelling and these elements below:

White papers

White papers are one of the most common type of content used by biotechnology companies. According to a survey, 56% of clients prefer to read downloadable white papers in the form of e-books.

A white paper is a compelling special report written to provide solutions to problems faced by a target audience. It can be written by a subject matter expert or by interviewing an expert. Customers who use biotechnology products such as novel vaccines or drugs might be concerned about the safety profile and other information about the new product. Subject matter experts use white papers to convince clients about company products by using relevant research findings and credible data. Also, a white paper can also focus on possible solutions to specific medical conditions faced by your target audience. Most biotech and pharma organizations are now outsourcing their whitepapers to experienced freelance content writers .

The image above shows a collection of downloadable  product specific white papers on the product page of Amgen Biotechnology Company.

Press releases and blog posts

Biotechnology companies are constantly researching, innovating and developing new products that will benefit their target audience. Press release content is a great way to communicate any event, product launch, company news or industry- related discoveries to the public. A press release must have the following elements:

Image above shows the press release page of Pfizer

Blogging is an essential form of content for a target audience to trust and perceive companies as experts in a specific niche. According to a recent study by SEMrush, 86% of companies prefer to use blog content unlike other content types.

For blogging to be effective, long form blog posts, a mixture of “ How To” and Lists Headlines have been proven to yield a better return on the objectives set for the blog post.

Social Media Posts

Major biotechnology companies publish their content on social media channels like Facebook, Twitter, Instagram and LinkedIn. Each social media channel has its unique feature for publishing content. For example, Twitter allows only 280 characters per tweet.

Social media channels are for interaction and more suited for short catchy content with well-designed images and short videos. Also, specific hashtags and mentions related to a specialty should be added to social media posts to reach a target audience.

To maximize your exposure on social media, images containing blog post excerpts or news should be published with a link to the company website. This helps to direct social traffic to the website where visitors can interact with other content, become lead that can be converted to a sale eventually.

This is an organic strategy which is depicted in the image shown below.

Image above shows the Twitter handle for Gilead Life Sciences . Note the use of twitter hashtags and the mentions used in the twitter post.

Read also: How to hire freelance content writers in Biotech and Pharma organizations

Why biotech companies should outsource content marketing

Content marketing processes as highlighted above goes beyond creating quality content. The entire content marketing process requires specialized knowledge from an experienced content strategist.

Also, outsourcing content marketing strategy to freelancers is more cost effective and provides the same return on investment compared with a employed content strategist.

Accessing freelance medical writers on freelance platforms like Kolabtree provides the added advantage of selecting quality medical writers from a diverse pool of experienced writers.  

Read also: 5 benefits of hiring life science consultants (Biotech/Pharma)


Biotechnology companies need content marketing to reach their target audience and to communicate clearly with them. There are different types of content but white papers, press releases, blog posts and social media posts are among the most common types of content used by major biotechnology companies.

An efficient and productive way of creating top performing content is by hiring freelance medical writers with proven track record of effectiveness.

Need help from a freelance life science content writer ? Outsource to experienced industry experts and PhD-qualified writers on Kolabtree. POST A PROJECT NOW  

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About Author

Ramya Sriram manages digital content and communications at Kolabtree (kolabtree.com), the world's largest freelancing platform for scientists. She has over a decade of experience in publishing, advertising and digital content creation.

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