The global life science tools market size was calculated at US $92.2 billion in 2020 and is estimated to expand at a compound annual growth rate of 11.9% from 2021 - 2028. Huge numbers. Life science microscopy device markets alone stand to reach over US $1.5 billion by 2026.
The opportunities are clear. Getting your life science digital marketing right is more important than ever. This blog will discuss some of the things to consider when developing a digital marketing strategy for your life science organization.
Before we look at that, here is a useful resource to support your marketing efforts. We’ve taken all of the questions from our recent Life Science Marketing Webinar and created a Life Science Challenges & Solutions eBook. Download below.
Life Science Marketing Q&A Report
Digital Marketing Strategy for Life Sciences
A logical place to start when developing your life science marketing strategy is with your customer. Who are your customers? What do they do, where do they work and what do they care about? These are just a few of the insights you can gather when developing your customer personas or ideal customer profiles (ICP).
One crucial thing to understand when developing your life science marketing strategy is what your ICP does when they are in and out of buying mode. Where do they go to learn, network and research products?
We’ve covered in more detail how to develop a customer persona here so if you haven’t already got these in place then this is a good place to start.
Creating Digital Content for Life Sciences
Having detailed insight from our customers and prospects will help us to understand what our audience cares about. What are their challenges and what questions do they have that you can provide answers to?
Creating Content for Life Sciences
When planning your life science content creation, create content for different stages of the buying process. If you only ever create product profiles then it will be harder for new customers to understand how you can help them.
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You can educate your target audience with thought leadership interviews, awareness videos or webinars.
Distributing your Life Science Content
Digital marketers tend to invest a lot of resources in life science content creation, but then less effort goes into distribution.
A lot of content will remain relevant for a number of years and if optimised thoroughly can continuously drive leads, sales and revenue. That is why it is important to consistently distribute content through your owned, earned, paid and social channels.
We help life science organizations to get their content in front of our highly engaged and extensive life science audience (stats below). We do this by publishing to our sites and promoting through email newsletters and social media.
- Annual content visits = 14,919,610*
- Active subscribers = 449,619**
- Total leads generated = 89,096*
* 12 Months to September 2021
** As of September 1st 2021
Analyzing the Results
AZoIntel has made tracking Life Science digital marketing campaigns a much more straightforward task. The platform provides our clients with all the key data on one dashboard so that they can easily analyze performance, optimize campaigns and quickly report results to senior management.
A scientific approach to your marketing allows you to optimize your full marketing cycle; ensuring the best content for your target audience is distributed across the most relevant channels.
Ask About Marketing Life Sciences
Digital Marketing Challenges in the Life Sciences
Life science marketers will experience a host of challenges when developing their digital marketing strategy. We discussed some of these challenges in our recent webinar: Life Science Marketing. Full details can be found in the eBook below but this question below really got us thinking.
"How do you get across the importance of marketing to your science folks? What does it take to make a marketing project a priority?"
Life Science marketing is a science these days. Essential website analytics are just the tip of the iceberg.
Show your scientists that you're constantly running experiments and show them the data.
When they're contributing to something, make sure you are explaining to them how it's going to be used, how you determine success. Whether it works or not, make sure you go back to them afterwards and give them the follow-up.
If you're in a commercial organization, everybody's focused on bringing in the orders. Share the latest forecasts, give updates on campaigns and ensure that everyone knows which direction the company is going.
It's all about communicating internally. Talk to people in their own language, it's very easy to forget to market internally, as well as externally, it's a slightly different message, but it's equally important.
Digital Marketing for Life Science - additional resources
Below are some additional resources to support your life science digital marketing. You can also arrange a call with one of experts to talk you through some of the options we have available to support your marketing efforts.
Life Science Marketing eBook - Questions & Solutions
A full collection of Questions and solutions from our webinar Q&A can be downloaded below.
Life Science Marketing Q&A Report
Life Science Digital Marketing Webinar
In this live round-table discussion, our specialist marketing panel answered your questions about Life Science Marketing. Learn new ideas, and get the insights and confidence to ensure that your marketing is a success.
What we covered:
- Your biggest Life Science Marketing challenges
- Developing a Life Science Marketing strategy
- Creating content that works for Life Sciences
Life Science Audience Pack
Our popular life sciences platform serves a specialized, global audience of researchers, biotech and biomedical lab specialists across all aspects of laboratory and life sciences.
With an annual readership of 6.7 million engaged users, we help our clients share their stories with the people that matter on the world’s number one Life Science Marketing Platform. Download our Life Science audience pack here.
Ask About Marketing Life Sciences
