As a life sciences marketer, you know how important it is to get your message in front of the right audience. But with so many different marketing channels available, it can be tough to know which ones are most effective and will provide the best return on your investment.
It’s one of the most commonly asked questions by CEOs and marketers alike in the life sciences industry – how do you know which channels will be the most profitable for your business?
At Conklin Media, we have years of experience helping life sciences companies craft the strategies that make the most sense for their business and budget. Here we’ll explore some of the most popular marketing channels in the life sciences industry and help you understand their strengths and weaknesses so you can make informed decisions about which ones to use for your organization.
Our Favorite Channels for Marketing a Life Sciences Company
So what are the best marketing channels for your life science company? Like most things in marketing, the answer depends on your company, budget, and goals.
That being said, we often recommend the following marketing channels for our life science, biotech, and pharmaceutical clients.
Email marketing is a cost-effective way to reach a targeted audience and can be used to promote products, events, and news to customers and prospects. It’s a great way to keep in touch with your customers and build relationships with them, and it can also help you increase sales by promoting your products and services. Additionally, email marketing is a good way to keep up with the competition and stay ahead of the curve. So if you’re in the life sciences industry, consider using email marketing as one of your primary channels for reaching your target market.
The best emails in the life sciences industry have personalization, compelling visuals, and a clear call-to-action. Additionally, make sure you are segmenting your emails so that they are relevant to the person receiving them. Personal emails help your ideal audience get more engaged, and can be used to nurture relationships so that you eventually convert them into customers.
Platforms like LinkedIn, Twitter, and Facebook can be used to connect with and engage your audience, as well as share content and promote products and events.
Social media is a great way for life science companies to reach their target audiences with relevant content. Social media allows companies to create brand awareness, build relationships with their customers, increase website traffic, and engage with their target markets. When using social media, it’s important to create content that is relevant and engaging so that your ideal audience finds it valuable and shares it with their networks. You can also use social media to send targeted promotions and discounts to your customers, as well as interact with them in real time.
Creating and sharing valuable, relevant content can help to build trust and credibility with your audience, and can be used to attract and retain customers. If you want to establish yourself as a thought leader within the life sciences sector, developing content that educates your target demographic is a great way to do so.
After all, the life sciences industry is complex, and your audience may not always be familiar with the technical terms and concepts involved. By creating educational content, you can help to demystify these topics and make them more accessible to your audience.
Content can take many forms such as blog posts, podcasts, webinars, infographics, tutorials, and videos. The key here is to create content that is interesting and relevant to your audience, so they will be more likely to engage with it.
Search Engine Optimization (SEO)
Optimizing your website and content for search engines can help to increase visibility and drive traffic to your site. For life sciences companies, it’s important to create content that is rich with industry-specific keywords and phrases so that you can optimize for search engines. You might consider creating content that focuses on specific topics, such as medical devices, biotechnology research, or healthcare regulations. Additionally, you can use tools like Google Analytics to track the performance of your website and measure the success of your SEO efforts.
Additionally, make sure your website is optimized for speed and mobile friendly so that users have a good experience when they visit your site. If your website takes too long to load, people may leave before they even get the chance to view your content. Google is moving more and more toward prioritizing user-friendly websites, so make sure yours is ready for the challenge.
Pay-per-click (PPC) Advertising
This type of advertising allows you to bid on keywords and display ads to users who are searching for those terms, and only pay when someone clicks on your ad. PPC ads work well for the life sciences industry because they can be targeted to a very specific audience.
When creating a pay per click campaign, it’s important to use the right keywords so that your ads reach the people you want to target. Additionally, creating compelling ad copy and graphics can help to increase click-through rates and conversions.
Creating The Right Digital Marketing Strategy for Your Life Science Business
These are just a few of the ways life sciences companies can take advantage of digital marketing channels to reach their target audiences and grow their businesses. While traditional forms of marketing are still important, it’s never been more crucial to leverage digital channels as well.
By using a combination of email marketing, social media, content marketing, and SEO tactics for life sciences companies, you can reach your target audience more effectively and build relationships with them that will last.
Growing your business in the life sciences industry can be challenging, but by leveraging digital marketing strategies you can stay ahead of the competition and build a successful company.
Sara Bodner is Conklin Media’s Digital Content Manager and caretaker of the many, many office plants. You can most often find her neck deep in keyword research, putting together SEO strategies to help businesses become more profitable, and fixing technical SEO issues on websites.