Every industry is advancing faster than we can imagine. One such industry is the life sciences industry. As the industries advance, so does their digital advertising needs. The same goes for the life sciences industry. So, in this article, we will discover everything about digital advertising in the life sciences industry.
We all know what kind of advancements the life sciences industry has been making every day. Not long ago we were absolutely clueless about coronavirus and covid-19. However, the research began and now we have different kinds of vaccines for the same.
Over the years, many life sciences brands have come up. The life sciences industry is thriving with the aim to make our lives easier and better. As a result, it is important that these brands be heard, be seen, and be loved.
This is where digital advertising comes in. With every industry undergoing digital advertising practices, it is only imperative that something as significant as the life sciences industry should open its doors for this. In this article, I will tell you an epic formula to ace digital marketing for your life sciences brand.
However, before that, let’s understand what life sciences are all about. This is one of the industries that really intrigued me so I did a lot of research on it. I will discuss it all one by one. So, let’s get our gloves on and begin, shall we?
What Constitutes Life Sciences?
For those who aren’t aware, the life sciences industry is true to its name, life, and sciences. The life science industry is dedicated to understanding and working on improving the life of beings on this planet.
Not only this, but the life sciences industry also studies life on this planet and finds ways in which diseases and other dilemmas of human beings and others can be improved. Let’s journey back to the time when the pandemic had just begun.
What did we know about the virus back then? Only that it generated in China. We were all scared about this invisible monster that was slowly seeping into our lives. However, immediately, all the research on it began. Drug trials began, vaccine research and development began.
Now, almost 70% of adult America has been vaccinated. This is what the life sciences industry does. As I researched further about the life sciences industry in the lockdown. It is a fairly large arena and constitutes pharmaceuticals, neuroscience, biotechnology, biomedicine, environmental sciences, and more.
Over the course of years, the life sciences industry has seen tremendous evolution. 10 years back when my very close uncle was diagnosed with tuberculosis, the treatment was harsher and slower.
However, now, the detection and drug have been advanced. We have a better chance at life now more than ever, thanks to growing breakthroughs in the life sciences industry. I looked at a lot of statistics while I was researching this. Let me tell you what I found.
How Is The Life Sciences Industry Fairing?
According to the reports, The US amounts to 40% of the life sciences contribution worldwide. Not only this, another report suggests that in 2020, the worldwide deal owing to investments in the life sciences industry accounted for over $285 Million dollars.
Another report suggests that during the pandemic, the life sciences market grew by 7.4%. Furthermore, the life sciences market is expected to further increase by 8% in 2021. (Source)
That’s some huge numbers, isn’t it? The life sciences industry was already growing. However, during the pandemic, it really raised its own bar. The more I read about it the more I got intrigued about the brands operating in this industry.
Whichever branch of the life sciences industry you choose, you will get to know that they are all about research, development, testing, and distribution of elements used to cater to plant, animal, and human lives.
Moreover, you will also find that there is a significant investment in this area. Not only this, but you will also see that the competition in this industry is very high too. As a result, if you are a life sciences brand, you will want to be heard, be seen, and be loved before your competitions.
Why Digital Advertising For Life Sciences Industry?
You must be wondering why should your life sciences brand choose digital advertising? You must also be wondering that if you do good work, it will speak on its own. However, your work will speak only when it is seen.
For that visibility, your brand needs digital advertising. Let me ask you a question. How did you get to know when Pfizer was ready with the vaccine? Through digital medium right? How did you find out Astrazeneca was showing signs of blood clots? Again, through a digital medium.
Either on the website, social media, online press releases, apps, podcasts, videos, or other elements, digital advertising is an inseparable part of both brand and audience’s lives. Click To Tweet
Digital Advertising Will Help Your Life Sciences Brand Be Heard, Be Seen, And Be Loved
The base of the life sciences industry lies in technology and innovation. Now, if you are in the field of technology and innovation, and you are not utilizing digital advertising, you are doing it all wrong.
When I was learning about the life sciences industry, I realized that the brands in this industry are very innovative, technologically advanced, and digitally revolutionized. However, their digital advertising game is still not up to the market.
It took me by surprise because knowing the revolution technology, the internet and everything related to it is bringing to the world, a life science brand ignoring the digital platform is astonishing, to say the least.
So, if you are in the life sciences industry, you are aware of the magic technology brings about. Let’s take the neuroscience brand Kernel for instance. This brand has already designed a helmet that will be able to read people’s minds. How did it design this? You are right, through technological innovation.
Now imagine if Kernel didn’t post about it on the digital platform. Will we be able to know what amazing grounds Kernel is touching? No right. Can you imagine what will happen to us if we don’t get to know about the developments in the life sciences industry?
Not only will the brand not be seen, but people who have a chance at life might not even get that.
This is why a life sciences brand needs digital advertising: To make their product or service reach the people who need it.
What Is The Formula For Digital Advertising In The Life Sciences Industry?
Now we have understood many aspects of the life sciences industry. You must be wondering what is the epic formula for digital advertising in the life sciences industry.
The epic formula goes like this: Data-Driven + Creativity Driven = Lasting Customer Experience.
I understand that you as a life sciences brand rely heavily on data. This is very important when it comes to advertising your brand as well. However, merely relying on data won’t make for an impactful digital advertising plan.
You need to create a lasting customer experience. This way, they will be able to relate to your brand and remember it as well. This is where creativity steps in. With creativity, your customers will be able to better relate to you.
Not only this, you will stand out from your competitors and make yourself be heard, be seen, and be loved. How does it get any better than this right?
A perfect balance of creativity and data will take your brand to the heights it has never seen before. Don’t you want that for your brand? I am sure you do. So there you go. This right here is the epic formula that will help your life sciences brand shine on.
How To Achieve This Formula For Digital Advertising In The Life Sciences Industry?
Now, we know what the formula is. The next step is to understand how to achieve this formula. For this, your life sciences brand will need some tips.
Through my research, I came up with a few tips that will help your life sciences brand’s digital advertising. Let’s take a look at these.
Understand Your Target Customers
It goes without saying that the first step to digital advertising is to understand the target customers. Just imagine, if a life sciences brand dealing in microorganisms advertises to the audience interested in sports, will that work? No right?
On the contrary, the audience you targeted and the research institutions who are actually your target audience will be put off. They will think, hey, someone doesn’t even know who they are advertising to. How will they even make sense? You certainly don’t want that for your brand.
So, you need to do thorough market research and understand who your target customers are. Once you understand who you are going to advertise to, you will be able to better direct your advertising and marketing energy to these target audiences. Moreover, the response and reach will not only be broad but will be spot on.
Use A Language That Your Audience Understands
With digital advertising, your life sciences brand has the ability to go global. Now, we in America have our first language is English. However, that isn’t the case for many people of the world, right?
A lot of people are more comfortable in their mother tongue which is not necessarily English. For instance, if you want to advertise your life sciences product or service in South Korea and you do it in English, you will not be heard, seen, or loved.
As a result, it is important to use the language that the audience understands. Your website should be able to adjust according to the language preferences of your target audience.
You might think of opting for an automated translation system for the same. However, that might not be as useful.
My first language isn’t English. To check the efficacy of the translation apps, I often try to translate certain conversational sentences from my language to English and vice versa. Trust me, the translations are often not what you’d think they would be.
Therefore, it is always better to hire a native speaker for your team. As your target audience speaking a different language, the native speaker will help you translate your website content into a better style and efficiency.
Not only this, but they will also be able to incorporate a local personal touch into the content. This can be done by using some phrases which are most common in that particular country. Sounds good right?
Mobile Advertising Is Very Important
According to a report, the ad spend for mobile platforms amounted to $189 billion worldwide. This number is expected to surpass $240 billion worldwide by 2022. Not only this, another report shows that 280 million xAmericans access the internet on their smartphones.
This is over 84% of the US population. This gives you a clear picture that most of your target audience is on their phones. So, you should be too. Mobile advertising will help you reach your target audience quickly and in the manner they prefer.
Moreover, you can also design an app for your brand and make them access it. Furthermore, it is also important that you make your website mobile-friendly as well. This way, your reach will expand and you will be heard, seen, and loved.
Let’s journey back to one of my favorite life sciences brands, Kernel. This California-based neuroscience brand is amazing on mobile as well. When you open its website on your mobile phone, you will see that even though there’s an animation, it has such a light and smooth flow. Totally compatible. This is how your website should be.
Mobile advertising will help you reach your target audience in the platform they are using the most. This will not only increase your visibility but will also give you a chance to connect with the audience in a better way. Sounds good right?
Create A Social Media Presence That Shines
If you all about technology and innovation and you are not on social media, you are missing out on a lot of audiences. Snowballing from the last point here, what do you think the audiences do on their phones? That’s right, a lot of them are shifting from one social media platform to the other.
If digital advertising is the plasma for your brand, social media is the most important nutrient in it. (Don’t mind my metaphor I just wanted to give a life science touch to it.)
According to a report, the US accounted for 223 million social media users in 2020. This number is expected to reach 243 million by 2025. This gives you reason enough to be on social media right?
However, social media advertising isn’t limited to posting on social media channels. You have to strategically design content for your audience and check what works.
One of the leading life sciences brands Johnson & Johnson’s social media page will show you that you are interacting with J&J. It is color-coordinated, sits with the theme and personality that Johnson & Johnson has been carrying out for years.
Moreover, it also has a lot of diverse, quality content. This is how it should be. Your social media page is like a sneak peek into who you are as a brand. Make sure people like what they see.
Don’t Be Afraid To Try New Digital Advertising Platforms
Digital advertising is a vast arena. There are innumerable platforms today and the number will only grow tomorrow. Not only this, what is in trend today might go out of style tomorrow and what is less popular today might become a phenomenon tomorrow.
Therefore it is important that you aren’t afraid to try out new platforms. So what if you don’t get it right the first time? Do you get the result right in seconds when you are researching a drug or a cell of an organism? No right. So, do you stop or do you keep trying?
I am sure your answer is the latter one. The same goes for digital advertising as well. Just like when one formula doesn’t work you switch to a different formula, you should try out diverse platforms to advertise your life sciences brand. You will definitely shine.
Are You Ready To Begin Digital Advertising For Your Life Sciences Brand?
That’s it, folks. The life sciences industry lies in the epicenter of research, development, understanding, and investment. Its significance came into a broader light when COVID-19 struck us all.
However, that doesn’t mean its importance will dim once we enter a post-pandemic world. The life sciences industry will continue to gain momentum. Not only this, it will continue to evolve and revolutionize the way the world and its people function.
This is why it is important for your life science brand to make your digital base stronger than ever. Digital advertising will help you achieve just that.
I know it may seem daunting in the face of it. However, you don’t have to worry at all. If you need any help with your digital advertising needs, we are always there. Just give us a call and we will talk about how your life sciences brand will be heard, be seen, and be loved. Until next time.
Some FAQs For You:
The life sciences industry is mainly research-driven, how can I add the element of creativity to it?
Research and data are very important aspects of digital marketing for the life sciences industry. However, in today’s time, a healthy balance of creativity along with that is important as well. You can start with understanding what your target audience relates to and begin designing a creative plan accordingly.
Which Digital Advertising Platform Is The Best For Life Sciences Industry?
A dynamic concoction of multiple digital advertising channels will help your life sciences brand be heard, be seen, and be loved. So, research the platforms you want to be in and create a portfolio that works for you.
How Long Will It Take For Me To Get Engagements On Social Media?
It totally depends on the kind of content you are sending out. Sometimes, it will take a while to be noticed while other times you will shoot up in your reach. Enjoy the journey.
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