Life Science Marketing - Create, Distribute, Analyze

Marketing Life Science

Life science marketing requires a scientific approach: from content creation, to distribution, and ultimately analyzing the effectiveness of campaigns.

Find out how to create engaging content that captivates your audience, use ultra-targeted distrbution methods to boost the reach and conduct proper Sales & Marketing follow-up which accelerates your lead-to-sale conversion rate.

Learn more about how AZoNetwork plans, implements and evaluates strategic campaigns for our clients using the tried and tested content marketing circular strategy:

Content Creation for Life Science Marketing

Choosing the right type of content is the first key step to a successful marketing programme. It is important to know your audience and what stage of the sales funnel they are likely to be at.

Only 3% of your market will be actively buying at any given time.

Are you aiming to raise awareness of a life science product and educate the market on potential applications of a technique? Or are you looking to provide in-depth product information for decision-makers?

Once you know your goals, choosing the right type of content becomes easier. Here are some case studies from life science companies working with AZoNetwork that achieved specific goals.

Thought Leadership interview

Raising awareness of digital pathology applications through amyloid plaques in the brain

Huron Digital Pathology worked with AZoNetwork to produce a featured interview with leading researcher, Dr. Paul Alan Cox, to raise awareness of the challenges of manual counts, including subjectivity, and the advantages of digital pathology.

The feature gave an external perspective on the applications of Huron’s TissueScope LE.

Thought Leader interviews
Create great content - Are your customers involved in ground-breaking research?

Content Creation

Educating the market on a novel application of a preclinical optical imaging system

Bruker BioSpin worked with AZoNetwork to produce an informative article on a new study by researchers investigating the physical role of type IV pili in the swarming of opportunistic pathogen P. aeruginosa.

The research required an effective imaging system, thereby allowing the education of the market on Bruker’s In-Vivo Xtreme.

Content Creation Services
Do you struggle to create great content that engages your audience?

Product Profiles

Providing in-depth product information

INTEGRA Biosciences worked with AZoNetwork to produce profiles that inform potential buyers not only about the product itself, but also the thoughts of their customers.

Through a combination of descriptive specifications, high quality images, videos, and customer quotations, INTEGRA Biosciences give prospective customers all the information they need to make a buying decision and request a quotation through AZoNetwork’s prominent calls to action.

6 Tips to enhance your Product Profiles
Make your products stand out from the crowd

Content Distribution for Life Science Companies

It is often said, ‘if content is king, distribution is queen’ and that is certainly the case in life science marketing. Not only do you need to create the right content, you need to make sure it reaches the right people, in the right space, at the right time.

But who are the right people and where are they? Do you already know your buyer personas? If this isn’t something you’ve looked at already, check out our post on Getting Started with Buyer Personas.

Email newsletter

Targeting your audience

Customized emails and targeted newsletters are a great way to inform a specific audience about an exciting announcement, webinar or event.

Global laboratory science conference, Pittcon, worked with AZoNetwork to produce and distribute a number of targeted customized emails to highlight the upcoming talks and themes of the conference to the right people at the right time.

Characterizing the Brain Cell by Cell Email

Email Marketing
Match ultra-targeted users with ultra-targeted content

Social Media

Amplifying your reach

Social media is a great place to expand the reach of your content. The most appropriate channel for you will vary on your specific field and objective, but also by the type of content you produce.

Remember to not just post your updates on your own social media pages but also on relevant groups such as on LinkedIn and also share with influencers.

How does Facebook use my data - A scientist's guide
Learn how to amplify your content reach by understanding how Facebook leverages user data

Scientific analysis of content marketing campaigns

Scientific analysis is key to determining the effectiveness of a life science marketing campaign. Calculating ROI can often be a difficult task, but technology is making life easier.

If you’re struggling to calculate your cost per lead and cost per acquisition, check out our blog post and handy tool on Measuring ROI on Lead Generation

It is important to measure engagement with your content in terms of time on page, bounce rates and unique versus returning visitors.

Through AZoNetwork’s engagement-tracking platform, AZoIntel, we can view and analyze a visitor’s unique journey from start to end and also serve related content they may like to read next, thereby progressing the visitor’s journey along the sales funnel.

Not only is it important to measure engagement in a scientific manner, it is also crucial that you feed the findings back into your content creation and thereby close the marketing circle and enhance your future content.

Marketing Science Roadshow

Join fellow Life Science Sales & Marketing professionals at the Marketing Science Roadshow at Alderley Park on Wednesday 2nd May. Learn about all of the above and more with talks on:

  • Improving SEO
  • Gaining Insights from Big Data
  • What Makes Great Content
  • Email Marketing Post GDPR
  • The State of Scientific Marketing and much more!

Related Life Science Testimonials

  • Pittcon Testimonial

    We don’t consider AZoNetwork as a company with which we do advertising, but more as a partner or an extension of our internal staff and marketing team. Never any pressure, only solutions.

    Marian Nardozzi Pittcon
  • EKF Diagnostics Testimonial

    The ability to interrogate your traffic and leads coming through AZoNetwork in AZoIntel is what sets the service apart - Not many sites tie in such quality analytics at the back end.

    Lewis Coburn EKF Diagnostics
  • Bruker Testimonial

    AZoNetwork has been our most valuable vendor/partner in marketing over the last several years. They help us look good, and help us do our marketing job better.

    Steve Hopkins Bruker

Posted by James Ives

James graduated from Plymouth University with an first class MPsych (Hons) in Advanced Psychology, where he particularly enjoyed getting stuck in with EEG experiments, volunteering and any pub quiz around. After graduating, James travelled to Australia for a year, touring the South East and getting a taste of freelance cameraman work. In his spare time, James continues to enjoy pub quizzing, travelling and particularly enjoys when England beat Australia in the cricket.

Related Posts:

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