Bulletin, Member News

Marketing Trends Life Science Marketers Should Adopt

Marketing is advancing. New technology and analytics capabilities give you unparalleled opportunities to reach your target audience – if you know how to use them. It’s not enough to say that you are “innovative” or “disruptive,” buzzwords that have mostly lost their meaning. Using the top marketing trends of 2016 can have a tremendous impact on the growth of your business.

Life science marketing presents unique challenges to spreading your message. In addition to dealing with common marketing questions like “how to get more leads” or “how do I find my target audience,” life science marketers operate with extremely technical products and often within a highly regulated industry. Combined, regulatory guidelines, barriers to customer access and advocacy, and technical language present serious problems to marketing.

Regulatory guidelines dictate what can or cannot be said about products and technology. The FDA published guidelines for social media use in 2014, officially inviting the online world into life science marketing. However, it can still be challenging for life science companies to effectively use social media marketing while meeting FDA guidelines.

Customer access and advocacy continue to be issues for life science marketers. Although endorsement of a product is one of the most effective marketing techniques, it is difficult to side-step the policies of academic institutions and research centers on promotional endorsements. The risk of revealing trade secrets may also prevent scientists and researchers from mentioning specifically how a product or tool was used in the lab.

Technical language can be difficult to understand for those outside the specific area of expertise for a product. Not only that, it is often perceived as “boring,” and can be arduous to spice up for attention-grabbing marketing campaigns. It’s hard to talk about science in 140 characters or less, but good life science marketing can remain accessible without losing scientific knowledge.

Despite these challenges, there are creative steps you can take to build brand awareness and boost your business. In a series of articles, we will discuss four trends we see making big waves in other sectors. Keep an eye on the CLSA newsletter for information on:

  • Content Marketing

Content marketing is the practice of creating valuable and relevant content that attracts your target audience. In the life sciences, content marketing is key to organic brand awareness and growth.

  • Marketing Automation

Simplify your life and find the best marketing automation tools to streamline the marketing process. From scheduling tweets ahead of time to enabling automatic replies, marketing automation improves efficiency while amplifying messages.

  • Improved Integration with Creative

Often times creative design is developed separately from other advertising materials. To develop a seamless brand experience, consider integrating creative with the overall brand strategy early on in the production process.

  • Taking Advantage of Reddit’s AMA Forum

The /r/Science community extends to 8 million subscribers. Find out how to best reach them using a science-focused ‘Ask me anything’ forum, a platform for candid conversations about anything science related.

Of course, we both know that science isn’t boring. Can’t wait until next month? Learn more about marketing in so-called boring industries here.