In the broad world of life sciences, staying ahead of the curve is no easy feat. And with technology always advancing in the industry, it’s up to you to stay up-to-date on what’s trending, including what’s the right approach for your organization. But with this constant shuffling on the best industry standards, it can be very difficult to stay ahead and stay prepared for the future. Luckily, there are many resources out there that allow you to be prepared for whatever the future has in store. And if your goal is to grow your organization, reach more people, and bring products or services to the right customers, then marketing is a topic you should know like the back of your hand.
In this post, we’ll touch on 7 key marketing trends you should keep in mind. If you take the time to adopt these trends and continue to further your knowledge when it comes to life science marketing, then the future could look pretty bright for your organization. Keep reading to learn these 7 marketing trends:
Especially in the life science space, taking a more personalized approach can be extremely beneficial. For example, when medical patients have questions regarding their symptoms or have other medical needs, they look to Google for answers. But wouldn’t it be far more beneficial to look towards your pharmaceutical provider or doctor for the trusted answers you need? While the obvious answer is “yes,” you now may be wondering how in the world that could be possible. Well, let’s go back to that point about technology. Today, you can easily track what visitors do on your website. With the click of a few buttons, you can learn what they search for, what they purchase, and so much more. To start this process, be sure to look into the various tracking and software platforms on the market today.
Unfortunately, many organizations think they can just have a simple website built and the customers will follow. While that may be the case for some businesses, a better approach is to focus on the quality of what’s on your website. Does your content make your audience engaged? Are you urging them to contact you? Is the content relevant to them? These questions–and many more–are what you should be asking yourself as you’re designing or revamping your website. Today more than ever before, people gravitate towards great content, and they want to feel engaged while scrolling through the web. To start this process, try learning more about content marketing and consider what will make your website shine. But if content marketing is completely new to you and you have absolutely no idea what you’re doing, or you don’t have the time, you may consider hiring a marketing agency. And in today’s world, there’s a good chance you can find an agency that specializes in life science marketing. Now get out there and create life-changing content!
As we mentioned previously, technology is advancing at a very rapid rate. In the world of life sciences, new advancements and leaps in technology are improving the industry every single day. And when it comes to marketing, the same applies. However, it can be hard to see clearly with a million different marketing approaches out there. But if you’re the type of person that works 60 hours a week and has a to-do list that never seems to end, then you need a marketing approach that does some of the work for you. That’s where marketing automation comes in to save the day. From automatically posting on social media to publishing hundreds of blogs with the click of the button, marketing automation opens up the door to many possibilities. Have customers or business partners that contact you but you can’t reply right away? Marketing automation can create automated replies! Even if it’s a simple message that says you’ll get back to the customer shortly, that quick message–even if it’s automated–can do wonders for your customer service.
Another key marketing trend to remember involves staying interactive with your viewers. If you constantly use the same marketing campaign over and over again, then you may create a lot of boredom for your audience. And if your organization doesn’t provide exciting, eye-popping products or services to begin with, then engaging with your audience can be even harder to accomplish. Luckily, there are many ways to mix things up with interactive content. One of the more trending options in the world today is video content. Consumers love video. Even if your video isn’t professional or doesn’t have the best quality, it’s better than no video at all. However, it is recommended to hire a professional to design these videos for you, or work with a marketing agency that can create stunning videos. Not only are these videos eye-catching, but they can also be jam-packed full of information. Another key benefit of video content is that you can get really creative with it. Try shooting interviews, testimonials, or something very informative and useful for the audience.
Influencer marketing is one of the biggest up-and-coming marketing trends in the world today. For thousands of businesses, influencer marketing sucks up a huge chunk of their marketing budgets — and for good reason. If you look at the data, it really works. According to the organization Marketing Dive, 92% of marketers believe that influencer marketing was an effective strategy in 2017. Additionally, 39% of marketers said they would increase their influencer marketing budgets the following year, in 2018. And these budgets aren’t anything minor; the majority of these budgets sit between $25,000 and $50,000. If you’re new to influencer marketing, it basically involves social media users promoting products to their followers; some of which have millions of followers. An organization will pay that person or “influencer” to promote products or services via a social media post. Businesses also frequently send discount codes that influencers urge their followers to use. In the life sciences space, where the audience is very interested in experiences from others, taking an influencer marketing approach can lead to a lot of success.
In an effort to reach as many people as possible, you’ll want to focus on using multiple channels. This includes both digital and print avenues. More specifically, this means you should not only create a beautiful website that has the best content available, but you should also implement print marketing tactics. Magazines, brochures, pamphlets; all of these should work in conjunction with your digital strategies. This is especially beneficial in B2B marketing in the life sciences sector. This is because life science professionals still very much use traditional media to gain knowledge about the industry. As digital is obviously booming, forgetting about print marketing can lead to missing out on some key customers.
Oftentimes, a marketing agency and an organization might not be on the same page. However, this disconnection may relate to the strength of the business relationship. In order to have the best chance of success in the partnership, you’ll want to create stronger relationships with your marketing agency. Get to know them, talk to them often, and ensure that you completely understand what is being completed on your behalf. All in all, these agencies work for you and they work to lighten your load. But if the direction is unclear, or if the processes aren’t understood by both parties, then the partnership may suffer. That being said, be sure to work closely with your marketing agency to increase the chance of success for both parties — and ultimately, your customers.
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