3 Key Takeaways: Digital Marketing and Advertising Strategies for Life Science Suppliers
BioInformatics’ most recent report, 2024 Digital Marketing & Advertising in the Life Sciences, shared the results of our comprehensive exploration into the nuances of digital channel utilization within the life sciences community.
The study aimed to delve into the usage and preferences of digital channels, assess the impact of social and science-related media on scientists’ perceptions, and identify effective strategies for suppliers to engage with life science researchers.
In this blog, we give you insights into 3 key takeaways from the report.
- Leverage Digital Touchpoints in the Life Sciences
Understanding digital channel usage enables suppliers to maximize their impact with their customers. Over 75% of respondents use life science supplier websites, science-related websites, and online events for professional purposes. While respondents on average utilize 5.3 channels for work-related activities, social media platform usage for professional purposes has declined since 2022. Nevertheless, LinkedIn, YouTube, X, and Facebook remain digital staples to learn about new scientific trends and innovations.
Life science suppliers must optimize their content for digital consumption to meet researchers’ specific needs. As supplier websites are the top information source for learning about new products, websites must maintain detailed product information, improve search functionality, and provide accessible on-demand materials (whitepapers, webinars, etc.). Other compelling content should showcase perspectives on scientific breakthroughs and opportunities for collaboration, partnership, and funding. Short-form content, easy-to-digest infographics, weekly newsletters may be utilized for other channels.
- Understand Attitudes Towards Online Advertising and Supplier Content
Though many respondents agree that ads stand out more on websites and search engines compared to social media, most respondents are neutral towards noticing online ads. Nevertheless, most respondents agree that they see too many online ads for life science products/services. Digital marketing efforts should avoid intruding on researchers and focus on tailored, relevant content.
Suppliers should also enable the most credible scientific voices to be heard – mainly technical specialists and heads of research and development. Additionally, content written by editorial staff was considered more useful and believable than supplier-written content.
- Create Experiences to Engage Life Science Researchers
This study discusses strategies for engaging life science researchers through digital channels, revealing preferences for specific platforms and content centered around research relevant to their areas of work, scientific innovations, experimental tips, and technical insights. Respondents also emphasize the importance of reduced frequency of contact and direct interactions on social media.
Virtual presentations, webinars, and product demonstrations emerge as preferred activities to engage suppliers, with a strong emphasis on technical content like product demonstrations and training over generic marketing messages. Online events that provide access to expert panels, interactive Q&A sessions, and networking opportunities will also be positively received.
Overall, the priority for researchers are insights and solutions that directly impact their work.
For a more detailed exploration of the study findings and trend analysis, access the full report here. Inside you’ll find analyses of key aspects of digital marketing, such as attitudes towards online advertising, social media usage, perceptions of supplier websites, experiences with livestreams and webinars, and preferences for supplier-sponsored content. Questions? Contact us here!
