Biotechnology, or biotech, is exactly what it sounds like: technology based on biology. Biotech organizations leverage cellular and biomolecular processes to create products that aim to improve the health of humans and our planet. Today’s scientists use biotechnology to help heal the sick, feed the hungry and reduce energy consumption. They also use biotechnology to create safer and more productive industrial manufacturing processes.
As a biotech organization, you understand just how important your product is to improving lives, which is why – now that it’s ready – the most important mission is actually getting it out into the world. And besides, you’ve spent too much time, money and energy developing a life-changing product for it to sit unused.
Unfortunately, many biotech organizations struggle with marketing – considering the fact that your main priority was developing and pushing a biotech product through regulatory approval. Not to mention, since your target audience is likely folks with PhDs and other impressive credentials, it can be a bit of a harder sell. So, it’s important to develop a sound marketing strategy and create and optimize the right campaigns. But this task can be daunting, time-consuming and costly if you aren’t a professional marketer.
That’s probably why you’re here, reading this blog post. On the search for a biotechnology marketing agency? Here are four tips to help you find the top-tier agency that fits your needs.
In the world of biotech marketing, experience matters. Now, this doesn’t mean you need a team of marketers with PhDs. Instead, look for an agency that has experience with more technical writing and, if needed, access to individuals with scientific credentials.
What you want to do is look a level deeper than just how many years an agency has spent marketing for biotech. Look at the commercial success of the agency’s other clients. Is the agency helping to build brands that last?
Next, examine the marketing side of things. Are they familiar with the latest marketing trends? Are they constantly looking to make improvements to your strategy?
Make sure you get the answers to these questions so you can make a well-informed decision. Because at the end of the day, you are choosing a biotech marketing agency, so they need to know their stuff about not only biotechnology but also, of course, marketing.
Trade publications are an effective way to get your biotech product in front of your audience in an environment they already know, trust, and consistently turn to for information.
But simply submitting an article to a trade publication doesn’t mean it will be accepted. Good relationships with trade publications – and the ability to work the trade side – are critical to getting published. That’s why it helps to partner with a marketing agency that already has established relationships with the top trade publications in the industry.
Biotech is a niche space within the broader healthcare market. This means you need to be specific with how you present yourself to your buyers.
As a B2B biotech organization, you need a brand that solidifies your marketing positioning, establishes a positive first impression and entices prospects to take action. This branding isn’t a once-and-done activity. You need to continuously reinforce your message and value proposition to your target audience by showcasing your expertise in the space through blogs, white papers, eBooks and case studies.
One thing to keep in mind with your biotech buyers: They are likely deep in the weeds of technical information all day. So, don’t hit them with even more overly technical content. While you don’t want to dumb down your offering or expertise, you do want to be accessible – and make it easy for the buyer to understand who you are and what you have to offer.
Simply put, this is hard work: establishing and maintaining your brand and authority in the niche, technical world of biotech. This is why working with a biotech marketing agency is so helpful. Look for a potential partner that focuses on branding beyond just designing a logo – one that is able to keep pace and keep your brand top of mind.
Maintaining industry relationships and managing holistic branding efforts takes a lot of hard work. The real key to success is making sure all of these efforts are actually working together. In other words, you need an integrated biotech marketing agency.
This means each piece of the puzzle – be it design, branding, video, analytics, reporting and everything else involved – needs to revolve around and point back to one strategy specifically created to meet your business goals. This also means working with a dedicated and unified team instead of one-off service shops or freelancers. For everything to really come together, you should seek a partner that works in an integrated fashion.
Biotech organizations produce important products that improve the health of humans and our planet. But marketing these products can be a difficult endeavor without the right mix. That’s why biotech companies should consider partnering with a marketing agency with the right level of experience, solid relationships with trade publications, a focus on branding, and an integrated approach and team.
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