Life Science Marketing – is certainly different from marketing of other products/services. And who knows this better than you, a life science marketer. Your industry is challenging, and persuading your target audience is even more challenging, who are scientific minded, skeptical people.
However, intelligent marketing can help you overcome all the challenges of your vertical, connect easily with your audience, and generate sales. B3NET Bio is a specialized bioscience digital marketing agency that has assisted several life science companies like yours to get more customers and earn increased revenues. Since we are dedicated to serving your industry only, we have an in-depth understanding of the hindrances you encounter, and have mastered the marketing strategies that work for you.
So, here we are going to offer you some invaluable tips to achieve success in life science marketing. But before that, let’s look at the multiple decision makers who are associated in the purchase process, when it comes to the life science industry. All decision makers have different problems to solve.
The end user in the purchase process has a performance criteria.
The purchasing agent has worries about the price and dealings with other vendors.
The lab manager has worries regarding service and integration with the other systems.
So, you have to be much more creative in your marketing approach. It’s essential to create detailed buyer personas and understand their path to purchase, for being effective with the tactics you opt to employ.
Tips for Successful Life Science Marketing:
1. Make your customer the hero
For effective B2B marketing, focus more on your customers and less on the product or solution you are offering. Products/solutions are often boring, just like technology is not interesting to people when you explain what it does. But it becomes quite interesting when you explain how it can help your customers. When talking about your solution, communicate how it can help customers. How can it lighten their burdens and ease their pains? So, the takeaway is that the main character in the entire of your marketing should be – your customer, i.e., a person.
2. Talk less and listen more
Your customers can give you some great marketing ideas. All you need to do is listen to them carefully. A key question you can ask your customers is – “Which business issues don’t let you sleep?” Their answer to this question can reveal their greatest marketing pain points, for which you have to provide the solutions.
So, stop talking so much about your services and products. Instead, take time to listen and note down the greatest information challenges encountered by your customers. Solve those issues with useful information that does not merely gloss over, but actually answers their queries.
3. Borrow freely from B2C marketing
B2B marketers often think that marketing products/services to businesses is a dry and boring process in comparison with B2C. They forget that B2B marketing is still marketing to very real people who buy for their companies instead of for themselves. So, you can borrow ideas freely from B2C marketers. Deconstruct their marketing campaigns and find out the message inside. Then, figure out ways to apply the message and make it relevant to your B2B promotions.
4. Be factual and honest
Many basics of B2B marketing come from B2C principles. However, it’s all about the process of decision-making. In B2C marketing, no one is fired from the family if they buy something on impulse while in the queue at a grocery shop. However, this doesn’t apply to B2B, where each decision involves various approvers and/or influencer, and a complex, long sales cycle.
B2B marketers should equip their sales teams with:
Concise and clear information regarding the benefits and features of the offering, and how it solves the prospect’s problems
A factual and honest assessment of the competition, and hence the alternatives for the prospect
Tools to speed up the process of ROI calculation or that of building the business case
Customer references – written materials as well as customers who are willing to participate in conversation with prospects
As a B2B life science marketer, remember that you can obtain more valuable content from your scientists, developers, support organizations and engineers than what you can find in any B2C organization.
5. Utilize web data
Life science marketers should tap into the potential of the web data they collect. Run several tests to get innovative ideas. For example, by simply changing the text on a Call to Action button, you can find a substantial increase in clicks and conversions.
6. Tell stories about customers
Tell the stories of your customers and the intelligent ways in which they have solved several problems to make the planet a better place. Such stories get a lot of exposure, which is unlikely to happen if you focus on your company only.
7. Get more shares
Marketers should stop paying so much attention to getting ‘Likes’ and start paying more attention to getting ‘Shares’ for their posts. Updates, when shared, make a greater impact, have more likelihood of getting noticed and shared by even more number of people. Although simple, but can create a huge difference.
Apply these tips in your life science marketing and watch the results getting better. These are tried and tested marketing strategies, which would soon lead to a boost in your lead generation, sales and ROI.