Biotech content marketing is one of the most complex and challenging forms of marketing around. After all, you are promoting more than just a product or service; you're promoting cutting-edge science that often can be difficult to understand. With the right approach, you can create compelling and informative content to engage your audience and generate leads.
Here are seven of the best biotech content marketing strategies to get you started.
7 Biotech Content Marketing Strategies
Pharmaceutical companies have long been pioneers in content marketing, using various strategies to promote their products and reach new audiences. However, biotech companies have been largely left out of this conversation. That's starting to change as biotech companies realize the power of content marketing.
These seven biotech content marketing strategies can help your company reach new heights:
Develop a Content Marketing Plan
A biotech content marketing plan helps you connect with consumers by creating a strategic approach as you are crafting your content. Here are four tips to start building a plan:
Track your current communication KPIs and set goals.
Your biotech content marketing plan should include specific goals that you want to achieve through your content efforts. These goals should be measurable, attainable and have a specific time frame for completion. This will help you understand what's working and what’s not, and allow you to adjust your strategy accordingly.
Understand your audience.
What are their needs and wants? What types of content will resonate with them?
Determine your content strategy. Your content strategy should outline the types of content you will create, the channels you will use to distribute your content and the frequency of your posts.
Create valuable content that will educate and entertain your audience.
Biotech-related topics can be complex, so making your content digestible and easy to understand is important. Use images, videos, infographics and other visuals to break down information and make it more engaging.
Build Credibility and Trust in an Age of Misinformation
In an age of misinformation, it's more important than ever to build credibility and trust. This is especially true in healthcare, where mistrust and misinformation are rampant. For example, the Covid-19 pandemic has led people to try unproven treatments, with disastrous results. One study suggested that higher immunization rates could have prevented nearly half of Covid-19–related deaths in the United States between Jan. 1, 2021 and April 30, 2022.
Biotech content marketing can help you build credibility and trust by providing accurate, reliable information about your products and services. With biotech content marketing, you can ensure that your audience receives correct data, and that they trust you as a source of reliable information. Here are a few tips on how to do just that:
Make sure that your sources are credible.
When creating content, make sure to use reliable sources and information. This can include peer-reviewed research and reputable news outlets. When in doubt, check multiple sources to verify accuracy.
Use data and statistics to back up your claims.
Nothing is more convincing than hard evidence.
Use clear and concise language that can be understood by everyone.
Avoid using jargon as much as possible.
Build relationships with your audience.
Building trust and credibility with your audience takes time and effort. Engage with your audience regularly and be transparent about what you know. This helps build a relationship based on mutual trust.
Use Authentic Biotech Content Marketing
If you're in the biotech industry, you know that content marketing is essential. After all, you're constantly competing against other companies in your field for attention.
What sets your biotech company apart? Why should people invest their time and money in your products?
The answer is simple: authentic content.
You must create content that is honest, transparent and relatable. Share your company's story, give insights into your processes and be open about the challenges you face. Don't try to sell people on your biotech products; instead, show your audience why they need your products. If you can do that, you'll have no trouble winning the biotech market.
Cater Content Toward Doctors and Patients
If you're in the biotech business, you know that content is key when marketing your products and services. But you may need to learn that when it comes to targeting your content to doctors and patients, there are a few important steps you must take.
First, 77% of patients turn to online searches before booking an appointment with a doctor. So, if you want to build a relationship with these patients, you need to start with targeted content. By creating content that is relevant and informative, you'll be able to establish trust and create business opportunities.
Second, it's important to educate both providers and patients. Offer educational material to showcase how and when your product should be used. Highlight relevant case studies and peer-reviewed material.
By taking these steps and investing in meaningful biotech content marketing, you can build trust and credibility with your target audience. This will ultimately result in greater success for your business.
Create Training Guides and Webinars Showing Thought Leaders
Consider creating training guides and webinars featuring thought leaders in your field. These can help both patients and doctors learn more about conditions and treatments and introduce them to the best sources of information. In addition, this type of content is important for the decision-making process. Here are a few tips to help you get started:
Identify your target audience.
Who do you want to reach with your training guide or webinar? The answer to this question will help you determine the content and tone of your materials.
Choose a format that works for your audience.
For example, will they benefit from a video or audio format? Would a written guide be more effective?
Keep it engaging.
Your materials should be informative, but they should also be interesting and engaging. Otherwise, your audience is likely to tune out before they've learned anything important.
An Example of Thought Leadership in Action
Dr. Richard Pratley is a thought leader in the field of biotech and RA, and his work has been essential in helping patients and doctors alike learn more about conditions, treatments and best sources of information.
In this webinar, Dr. Pratley discusses the latest insights into GLP-1 RA therapies and how they can be used to help patients manage the disease. He also provides an overview of the current state of the research on these therapies, and what the future holds for their development.
This webinar is a must-watch for anyone interested in learning more about biotech content marketing or RA therapeutics. Dr. Pratley's expertise and wit make this webinar an enjoyable and informative experience for all who view it.
By following these tips, you can create similar training guides and webinars that will help both patients and doctors learn more about the biotech industry. These materials can be an invaluable resource for anyone making decisions about their health care.
Don’t Be Invasive When Creating Personalized Content
When it comes to biotech content marketing, it's important to get personal without being invasive. To achieve that balance, you have to understand what kind of information will resonate best with your audience and drive that information through your desired marketing channels. How do you strike the right balance? Here are a few tips:
Keep it relevant.
Ensure the information you share is relevant to your audience and their interests. Otherwise, they're likely to tune out.
Don't overdo it.
It's important to be personal, but you don't want to be overwhelming or intrusive. Keep your content focused and on point.
Be thoughtful about timing.
Timing is everything when it comes to personalized content. Ensure you're sharing information when your audience is most likely to be receptive.
Add value.
Personalized content should always add value for your audience. Whether it's providing useful information or delivering a great user experience, make sure your content hits the mark.
By following these tips, you can ensure that your biotech content marketing efforts are both personal and effective.
Promote Prominent Scientific Articles and Successful Trials
Your biotech company's scientific articles and successful trials are a good source of content. Promoting them is a great way to get your audience's attention while educating them about your products and services. Here are a few tips to make your promotional materials stand out:
Highlight customer case studies.
You can use certifications and case studies to promote your company. Display these certifications on your website and marketing materials.
Focus on product quality and the solutions your product provides.
Stay away from the details of the science behind your products. Instead, focus on how your products can help solve problems for your customers.
Use biotech content marketing to educate your audience further while keeping them engaged.
For example, research papers and commentary on successful trials can play a big role in the way your audience perceives your company. Include these prominently on your website and in your marketing materials.
By following these tips, you can effectively promote your biotech company and ensure that your audience remains engaged with your brand.
Best Types of Content for Biotech Content Marketing
There's a lot of "buzz" in the biotech industry these days. From cutting-edge treatments to new understandings of how the human body works, there's always something new to discover. As a result, determining what types of content will resonate with your audience can take time. However, some tried-and-true types of content are sure to capture the attention of biotech enthusiasts.
Here are a few of the best options for biotech content marketing:
Case Studies
If you're in the biotech industry, you know that content marketing is essential for promoting your products and services. But what kind of content should you create?
One effective type of content is the case study. Case studies allow potential consumers to explore your products and services while learning about real-world examples. In this video, Team Novo Nordisk ambassador Justin Morris discusses living with Type 1 diabetes. This type of content is engaging and informative, and it can help you convert leads into customers.
Including case studies in your content marketing mix is a good way to produce biotech content that packs a punch and highlights your product's key benefits.
Showcase Industry News
As the world of biotech continues to evolve, businesses in the industry need to keep their content marketing efforts up to date. One way to do this is by incorporating news curation into your content strategy. By showcasing relevant industry news, you can keep your audience informed and demonstrate your company's expertise and thought leadership.
Another effective approach is to incorporate newsletters into your content marketing plan. Newsletters help to build relationships with subscribers and give them a reason to keep coming back to you for more content. When used effectively, news curation and newsletters can be powerful tools for driving engagement and growth in the biotech industry.
White Papers
When marketing your biotech firm, white papers are essential content assets that can help prove to potential clients that your company is worth their investment. By breaking up the copy and incorporating exciting visuals, you can make your white paper more entertaining and engaging for readers.
In addition, you can use white papers to highlight the unique selling points of your company and show how your products or services compare to those of your competitors. White papers can be a powerful marketing tool for any biotech firm when used effectively.
Thought Leadership
If you're in the biotech business, you know that credibility is key. After all, you're dealing with life-saving drugs and treatments! That's why thought leadership content is some of the best content you can produce for your biotech company.
By sharing your insights and expertise on the latest industry developments, you can build trust with your audience and position yourself as a leading voice in your field. In addition, thought leadership content can help attract new customers and retain existing ones. If you're looking to boost your biotech content marketing efforts, focus on producing quality thought pieces.
Educational Content
As a biotech company, you have a lot to offer in terms of content. After all, you are on the cutting edge of science and technology, and you have a wealth of knowledge to share. However, simply presenting facts and figures will not engage your audience or shed light on your brand. Instead, you need to produce educational content that is interesting and informative. Here are some tips for producing educational content that will engage your target audience:
Blog posts and articles
When it comes to blog posts and articles, it is important to find the right balance between education and entertainment. Yes, you want to educate your reader, but you also want to keep them coming back for more. Make sure to include plenty of relevant information while mixing in some witty commentary and personal anecdotes.
Guides
Guides are a great way to share your expertise with your audience. Rather than simply listing all the different resources available, take the time to explain how these resources can be used and why they are relevant.
Videos
Videos are a great way to capture and hold the attention of viewers. For example, you could produce how-to videos, interviews with experts or animated explainers. Keep your videos interesting and informative.
Infographics
Infographics are a powerful tool for distilling complex information into an easily digestible format. They are especially well-suited for the biotech industry, where complicated concepts abound.
Outsourcing Content
When it comes to content, quality is king. But creating quality content can be time-consuming and costly.
That's where outsourcing comes in.
Hiring a content development company can save you the hassle of producing everything in-house. And because content development companies specialize in creating high-quality content, you can be sure that the finished product will meet your standards. But, of course, not all content development companies are equal.
Here are a few tips to help you find the right one to meet your needs:
Define your goals.
Before you even start looking for a content development company, you must know what you want to achieve with your content. For example, do you want to increase brand awareness? Drive traffic to your website? Convert leads into customers? Once you've defined your goals, you'll be better able to assess which content development company is right for you.
Consider your budget.
When it comes to outsourcing your content development, budget is an important consideration. Fortunately, there are trustworthy content development companies, such as New York Times Licensing, to fit every budget.
Check out their work.
Once you've narrowed down your options, take some time to check out each company's previous work. This will give you a good sense of their writing style and help you determine whether they're a good fit for your needs.
Get a feel for their process.
Every content development company has its own process for creating and delivering content. Before deciding to hire a company, ask about its process and how it works with clients. The answers will help you gauge whether or not each company is a good fit for your business.
Ask about revisions and edits.
Quality content isn't created overnight; it takes time and effort to get it right. Before hiring a content development company, consider their revision and editing policy. That way, if something isn't quite right with the finished product, you can have it fixed without incurring additional costs.
Wrapping Up
With so many options for outsourced materials in the biotech industry, it can be hard to know where to start. The New York Times Licensing Group offers a wide range of content covering topics and current events happening in the world of biology and beyond. Our experienced editors and knowledgeable customer support team can help you curate the right mix of reputable content to help you reach your desired goals.
