Life sciences companies need more than a traditional B2B marketing agency to help tell their stories; they need agencies with scientific marketing expertise. Partnering with marketers who are fluent in science – and business – builds a strong team that can quickly:
- Understand complex, technical products and/or services
- Be familiar with your audience and their needs
- Build strategies to reach scientists, researchers, engineers – and the executives leading them – along the aware-consider-buy journey
- Craft content and campaigns that speak to these personas in their language
- Measure effectiveness and course-correct to achieve your goals
The purpose of seeking out a marketing partner dedicated to your industry is to reduce the time and effort spent educating agencies, while increasing the effectiveness of your marketing programs.
Advantages of B2B Marketing Specialization in Life Sciences
Scientific Fluency:
When your agency partner speaks your language, it means faster project onboarding, fewer revisions, and a finished product – be it a white paper, blog post, or ad – that resonates with your target. You’ll spend less time teaching the agency about your products, services, and customers, and instead can strategize on “how to” for a Go-To-Market plan that stands out.
Clients appreciate being matched with a PhD writer who asks the right questions – for example, about LNP capabilities for mRNA vaccine production – to meet an industry journal’s tight deadline for a contributed technical article. Or working alongside an industry veteran who breaks down concepts – like the advantages of shifting to continuous manufacturing in pharmaceuticals – for C-suite decision-makers. There’s simply less friction and better outcomes when your agency understands you and your markets.
Regulatory Awareness:
Knowledge of the compliance requirements facing pharmaceutical, biotech, and healthcare companies is a key advantage of specialized marketing agencies. Brandwidth Solutions recommended promoting the regulatory-inspired data integrity practices of a lab informatics provider, which significantly elevated their coverage in industry journals and brand awareness as a thought leader.
Agencies familiar with the regulatory landscape produce thought leadership articles and public relations campaigns that don’t overstate scientific findings that, in turn, could trigger regulatory scrutiny. Being familiar with global standards, guidances, and rules is par for the course with a science-fluent marketing agency.
B2B Sales Cycle Planning:
If you’re selling laboratory software, contract manufacturing services (like CMOs, CDMOs, or even CRDMOs), scientific instruments, or medical technologies, you know that sales cycles average several months to even years long.
The decision-making process includes multiple stakeholders and complex touchpoints. Dedicated marketing agencies know the life sciences sales cycle and strategize for it– creating integrated campaigns that target each of the decision-makers at various points along their research and decision process.
The right agency builds the strategy and components, such as:
- LinkedIn advertising campaigns that can target audiences right down to job titles at specific companies in specific regions
- Webinars with respected third-party publishers that tout your expertise and capabilities, while generating marketing qualified leads
- Case studies promoted via social media to build credibility
- Digital marketing to nurture your leads throughout the sales cycle
Resource Efficiency:
There’s a saying, sometimes referred to as The Iron Triangle, that you can have something fast, good, and cheap – but you can only pick two. Outsourcing marketing – whether your full program or individual projects– to a dedicated agency can achieve all three, saving time and cost while increasing quality. You gain access to a full-service team of experts in science, strategy, social media, content, design, public relations, and more, who coalesce to build and execute your plan.
A science-fluent marketing agency creates a powerhouse of science, marketing, and target customer knowledge that brings speed, quality, and value as part of your outsourced marketing program.
Market Insight:
Agencies that are well-versed in your industry are familiar with the trends and market drivers. They can be your partner in devising new strategies to more effectively go to market. They can quickly assess your competitors’ positioning and bring insights that generalists simply can’t.
The right agency’s insights and expertise can come together to create a toolbelt that communicates your message, regardless of technical complexity, to scientific peers, business leaders, or non-technical customers and prospects.
Specialization Has Benefits
Whether your business’s primary goal is growth, innovation, or productivity – or a combination of those –marketing is a key contributor to success. An agency that can speak to your scientific customers or translate your science for business decision-makers significantly reduces the time, effort, and yes, frustration, of bringing an unfamiliar agency up to speed.
As an agency with deep technical roots in science, pharma, healthcare, and technology, Brandwidth Solutions aims to not only reach but exceed your expectations for marketing your brand and business.
Discover the difference that speaking the same language can make. Contact a Brandwidth Solutions marketing expert today!