Those in the life science and biotechnology sectors are in a challenging position when trying to attract key audiences to their products, technologies and brands. Thanks to instantly available information and reviews, researchers, clinicians and scientists have the ability to research and weigh their options more thoroughly than ever. If you consider the healthy level of skepticism that comes with scientific or medical training, it becomes very clear that these companies have a very difficult sell ahead.
The technology, regulation and perception challenges they face underscore the inherent vulnerability of marketing in this field…
Inform them, but don’t oversell.
Get too specific and watch their eyes glaze over.
And, the worst scenario of them all: oversimplify to the point of misrepresentation and immediately lose their trust., but maybe gain some new friends at the FDA.
This is a nuanced dance that many life science marketers are finding themselves awkwardly cupid-shuffling to, but this is also an area where an inbound marketing mindset shows immediate promise. Cut through the marketing static that target audiences have learned to ignore, and figure out a way to make you irreplaceable.
So, how do life science and biotech companies overcome these obstacles?
More than anything… win their hearts and minds first. Sell them later.
Building up this rapport with audiences can take many forms, and often culminates as a solid content marketing portfolio of blog posts, helpful guides, infographics, webinars and ebooks. Sprinkle in a carefully thought out lifecycle marketing strategy, marketing automation and multi-channel integration and you have so much more than a handful of buzzy industry terms.
In fact, if you bring this together correctly, you will have a head start to a pretty solid digital marketing plan that attracts the market to you rather than hitting them over the head and dragging them to you.