5 Great Ideas for Life Science Marketing
Companies operating in the pharmaceutical and life science industries have always been cautious about digital trends. However, things are modifying rapidly in the modern world, and no business can survive without change.
One of the biggest areas of change that have affected all industries, of course, is the digital revolution and how it has altered the marketing landscape in less than a decade.
The opportunities presented by the digital medium are many and varied. However, to remain competitive, life science and pharmaceutical companies must take the plunge and learn how to reach customers in the digital domain. Amazon has long been planning to enter the healthcare sector, and Google is all set to step into the pharmaceutical industry.
Hence, life science marketing will soon be taking a significant turn for the digital, and those who fail to keep up with these changes will, sooner or later, be rendered irrelevant. All isn’t lost, however, because all that a business in this sector has to do to succeed in the digital world is hire the services of a reputed digital marketing company that has experience with life science marketing.
So let’s jump in and find out some of the latest life science marketing trends you can use almost immediately.
Hyper-specific advertising has been in the pipeline for years now. Finally, it is beginning to gain traction and mainstream recognition. For life science and pharmaceutical companies, this trend can present an excellent opportunity to drastically reduce advertising costs and improve the rate of ROI on every penny spent.
Intelligent advertising allows businesses to create specific content for specific types of customers. They can then target these specific groups of customers with advertising that is most likely to convert them and lead to sales. This system of advertising is helpful for both B2B and B2C businesses, although B2B companies can get even more specific with targeting.
An influencer is any person with a significant online presence and whose opinions are followed by a large number of people on the Internet. In some cases, an internet influencer could have millions of fans, eager to do anything they ask for or use any product they like. In the life-science industry, influencers, typically have fewer followers, but their endorsement can still be very valuable.
A micro-influencer is any person who has an online audience of at least a thousand people. Many micro-influencers have spent years developing their brand in a super niche area of the life-science sector. And while the number of followers that they have might be less, their audience might have a personal bond with them and trust their judgment far more than that of mainstream celebrities. Such influencers can help life-science companies build their brand and gain loyal customers.
In recent years, the popularity of video content has grown exponentially. A recent study indicates that 91% of consumers want to watch online video content from brands. As we all know, social media posts on FB, Twitter, and Instagram tend to gain more traction, drive greater engagement, and are more widely shared if they contain a video.
Videos are also easy to reuse and re-purpose. For instance, you can create a video about your service or product, and post it on social media. Then, you can take the script of that video and tweak it to create a blog post. Finally, you can take the audio and make it into a podcast. Hence, you’re reaching a far bigger audience with little extra work.
There was a time when the only people talking, the only people with a platform that could reach millions, were big businesses that could buy TV or newspaper ads. Nowadays, the situation is a lot different, and anyone with an internet connection can have an opinion that millions of people will get behind. People are spread out over various social media platforms, and all of them might be talking about your brand, either praising it or dissing it.
To have some control over the conversation surrounding your brand and business, corporations across industries now make use of social monitoring software and tools. Such tools allow you to see where your brand is being discussed online and enter that conversation directly. There are subtle differences between the tone and culture of these platforms that marketers must keep in mind.
The internet has made the task of marketing far more scientific and data-driven than it ever was before. The world of life science marketing is no different. Analyzing, testing, and tracking data are some of the tasks that online marketers need to be proficient with.
More and more, marketing departments in various industries are hiring dedicated professionals who can gather, interpret, and dissect online data.
Collecting relevant data and boiling it down to functional insights and useful conclusions is something that the life-science industry must get used to and invest in as soon as possible. More than half of all life science marketers believe that artificial intelligence and machine learning could change the course of 1-to-1 marketing in the industry.
Conclusion
These are some major life science marketing trends you need to stay abreast of to remain relevant in the dynamic and ever-changing modern world.
If you would like to save time and effort to focus solely on your core business, you can hire a reputed digital marketing company with several years of experience, serving the life-science and pharmaceutical industries.
