Life science marketing requires a scientific approach: from content creation, to distribution, and ultimately analyzing the effectiveness of campaigns.
Life Science Marketing Webinar
Before getting started, if you prefer to watch rather than read then below you will find an edited transcript from the live Q&A Life Science Marketing webinar (September-2021). Listen to specialist speakers share ideas to support your Life Science marketing efforts.
Watch the full chapterised version below.
Ask About Marketing Life Sciences
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.
View our Life Science audiences
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.
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.
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.
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.
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.
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.
Related Life Science Testimonials
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.
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.
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.
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Listen to Debra Harrsch talk Marketing Life Sciences on the Marketing Science Podcast
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