Internet Marketing for Biotech Companies

Marketing for biotechnology and life science companies is a uniquely challenging undertaking for many reasons. How is your company going to:

• Define a target audience that is interested in your products, services, or brand.
• Create highly technical content that is informative and attractive without overselling
• Get your content visible in front of your target audience
• Convert your audience into paying customers

…all while trying to keep up with your day to day operations? With such highly-technical, niche products and services, biotechnology companies need to be especially strategic with their approach to marketing. And with more and more biotech and life sciences companies investing in internet marketing, companies that don’t go digital risk falling behind the competition.

Why does the Biotech and Life Sciences Sector Need Online Marketing?

The biotechnology and biopharma industry is embarrassingly behind the rest of the private sector when it comes to digital marketing. Many companies have the mentality that “what has worked will always work” and opt out of online marketing in favor of out-dated techniques and tactics.

While traditional marketing does have its place and should not be abandoned completely, digital marketing offers benefits and opportunities that make it worth the investment for biotech companies.

Love Data? Us Too!

One of the most valuable advantages internet marketing has over traditional marketing is your ability to thoroughly track and monitor your campaign. Intelligence tools such as Google Analytics, Google Webmaster Tools, and more can offer you valuable insights into the behavior of your audience and the performance of your marketing campaign.

While traditional media can be more open to interpretation, digital marketing is much more data-oriented, trackable, and, in some ways, scientific in its approach. Digital marketers form hypotheses, perform experiments, analyze the data, and make adjustments accordingly. With traditional advertising, its hard to pin-point how many people saw your ad, the demographic of your audience, and what channels or strategies translated were most profitable.

Be a Resource to Your Audience

Consumer behavior has changed in the digital age. Studies have shown that the average person in the United States, whether they realize it or not, is subjected to 4000 ads on a daily basis. Because of this, we have been conditioned to tune out, ignore, and avoid ads. This, coupled with the increase of avoidance technologies such as DVRs and Ad Block, has caused marketers to change their approach to making their brand and products visible. You have to offer your audience something of value, whether it’s information, content, or entertainment, in order to attract them to your business.

Digital marketing is an inbound marketing approach, which means that it attracts visitors to your business instead of interrupting their day through obtrusive ads. With strategies such as Search Engine Optimization, you can attract consumers who are actively searching for your businesses and services