Marketing in the Life Sciences
Realize that marketing comprises everything that brands your company from the logo to the shirts with your company’s logo on them. Of course, marketing is part of advertising your company on any channel, e.g. radio and tv commercials, print ads, or billboards. Traditional marketing utilized flyers and catalogs to provide information to potential customers.
Marketing in the Life Sciences needs to be more datacentric. This requires an understanding of the applications that the products are used along with the sensitivity and dynamic range of the assay. It’s important to be transparent about the conditions that products work and equally where they are known not to work. Since many of the products in life sciences are used in living cells it must be conveyed clearly if products are stored in buffers that are harmful or benign to living cells.
What is Special about Marketing in the Life Sciences
Marketing in the life sciences needs to focus on the results of the experiment. What did your company’s product or service do in order to aid in the discovery of some biological function? In that regard, marketing in the life sciences needs to showcase the data. Depending on the experimental type or application the dataset will look completely different.
If your product aids in microscopy then the result will be an image of a cell or tissue. If your product is used for detection proteins in a blot then the result will be bands running along a gel transferred to a membrane. The marketing effort needs to try to display honestly what the customer should expect to see when he runs the experiment in his own lab. Whether the experimental result is an image or graph, like you would see doing an ELISA or PCR experiment, it is critical for marketing to capture this result and promote it on the product page.
Products and services in the life sciences are nuanced. That means they can work with some species, but not with others. It also means that they require specific buffers or sample treatments to work properly. It is the marketing people that must capture all this nuance from the technical staff in the lab that are generating the data. Therefore marketing needs to have great communication lines open with the research and development team.
At the same time, marketing efforts in the life sciences need to keep one eye on the internal product development and the other time on the competition. The competition will constantly be marketing claims about their products and services. It is vital that effective marketing in the life sciences understands the strengths and weaknesses of their offering in an ever-changing landscape.
Unit Scientific takes a content-centric approach to marketing in the life sciences. We work with life science companies to discover the personal element of the products and services. This could be finding a customer willing to provide testimonials or building out an existing testimonial to be a story of how a product or service created a substantial advantage to anything else available. We build off that to drive promotion to this individual account of the product or service being offered by our client.
Then we work to create resource guides or downloadable content that helps our clients gain the voice of authority. At the end of the day, our clients are experts and it is our job at Unit Scientific to extract that expertise into usable content that potential customers are eager to get. Ideally, the lead will provide their information to receive more valuable content and a relationship is formed.