It’s hard to overstate the importance of customer testimonials.  

Think of all the times that you have scanned the reviews about a product before purchasing online. Were customers happy with the service they received? Did the product meet expectations? Did it solve their problem? When you find positive reviews, you become more confident in your decision to purchase. 

And guess what? Your customers do this too.  

They look for ways to establish you and your products as trustworthy, and by offering positive firsthand accounts from your customers about the quality of your products and services, you can demonstrate your reliability. In fact, 9 out of 10 people trust what a customer says about a business more than what the business says about itself [1].

If your current website or collateral is only providing company messaging, you may be missing out on opportunities to build trust with your target customer. After all, statistics show that 92% of B2B buyers are more likely to purchase after reading a trusted review [2]. For biotech businesses, the customer testimonial is an essential tool for establishing credibility and converting leads in a competitive market.  

How Testimonials Can Help Your Business 

Customer testimonials can impact your business in significant ways: 

• Build Brand Awareness: Testimonials humanize your brand and help you connect with your customers on a personal level. 
• Offer Social Proof: Testimonials tap into the psychological phenomenon that suggests that people are more likely to follow the actions and opinions of others. It’s the “If they did it, so can I” mentality. 
• Build Trust and Credibility: Through others’ satisfaction and successes with your product or service, testimonials provide proof that your product solved real pain points for real customers. 
• Increase Conversions: Testimonials can help move potential customers from the consideration phase to the purchase stage. In fact, customers who interact with a review are 58% more likely to convert [3]. 
  
  

What Effective Testimonials Should Include 

To maximize the impact of your testimonials, you may want to include customer accounts that focus on different areas of your business. For example, feature customer narratives detailing how they applied your product or service to solve a problem or achieve a goal. To differentiate your product or service, highlight why customers selected your product over one from a competitor. Additionally, include commentaries related to a positive customer service experience, describing how your team went above and beyond to provide support that was meaningful for them. Showcasing each of these aspects of the customer experience can go a long way when it comes to positioning your company as a trustworthy partner. 

Using Testimonials in Scientific Marketing 

There are several ways to incorporate testimonials into your scientific marketing strategy, but you should always obtain permission from the customer before using any testimonial in your marketing materials.  

Here are a few places to consider adding testimonials: 

• Websites: Post testimonials prominently on your website homepage, on related products or services pages, or create a dedicated testimonials page. 
• Press Releases: Include relevant testimonials in press releases to add credibility to your announcements. 
• Client Case Studies: Develop in-depth case studies featuring customer testimonials to showcase real-world applications and results. 
• Video Interviews: Create engaging video content featuring customer testimonials for a more personal touch. 
• Webinars: A webinar given by one of your customers is a unique opportunity to showcase the customer experience in-depth and enable viewers to ask technical questions that may help them decide to purchase. 
• Sales Collateral: Adding testimonials to sales collateral provides your audience with a preview of the success that they can achieve when working with you. 
  
  

How Samba Scientific Can Help 

At Samba Scientific, we understand the importance of leveraging customer testimonials to help you build trust with your target market.  

We can assist you with: 

• Collecting compelling testimonials through interviews with your clients 
• Strategic placement of testimonials on your website and conference and sales collateral 
• Creating post-purchase emails that encourage customer feedback 
• Preparing and sending social media posts featuring testimonials  
  
  

By working with Samba Scientific, you can harness the power of customer testimonials to boost your credibility, increase conversions, and ultimately grow your biotech business. 

Ready to get started? Let’s talk 

References: 

1. Testimonial Statistics 2020 
2. 51 Customer Review Statistics to Make You Rethink Using Them 
3. How to Use Customer Testimonials to Generate 62% More Revenue From Every Customer, Every Visit