In biotech marketing, scientists-turned-marketers bring unique advantages to the table. As scientists, we have been trained to have a keen eye for detail, a questioning spirit, and a relentless pursuit of positive results – all qualities that are essential for driving effective marketing campaigns. Plus, because most of us have been in laboratories and were once users of scientific products and services, we understand scientists’ needs and pain points, knowledge that is particularly helpful for crafting messaging that resonates with fellow scientists. Let’s look at a few essential skills that we scientists leverage to excel as marketers.
Top-notch research skills
Scientists in any field of research must be able to conduct thorough literature reviews, taking in vast amounts of technical information, synthesizing it, and then identifying key concepts to work from. These skills are put to the test when conducting market research and competitive analysis. With a thorough understanding of competitor strengths and weaknesses and an in-depth understanding of our client’s science and value propositions, we can spot opportunities for our clients to stand out in a crowded life sciences market. To validate our marketing strategy, we will often conduct interviews with key stakeholders and our client’s customers to reveal unmet needs, pain points, and preferences that help us fine-tune messaging.
A systems mindset
Scientific training develops an ability to see how different variables interact and how those variables can affect a result. As scientists and marketers, we understand that marketing success is dependent on a multitude of factors working together to help our clients meet their goals. The customer journey is not simple – it must be nurtured, and this may require creating multiple assets that encourage them along the marketing funnel: awareness of an offering through social media posts or paid ads, engaging webpages that clearly depict your value propositions and inspire curiosity, or detailed white papers that build confidence in your offering. An effective marketing strategy should include multiple opportunities to engage with potential customers through their buyer’s journeys and generate new leads for our clients.
A data-driven approach
Scientists are trained to collect, analyze, and interpret data, then form testable hypotheses about what might work. This same approach can be applied to marketing. We consider a multitude of factors, dive into the mindset of the target audience, and devise a plan to meet them where they are. We collect analytics on customer behavior, run controlled experiments (ex. A/B testing of messaging or graphics), measure ROI of our efforts, and use these insights to improve future campaigns. As scientists, it’s in our DNA to strive for better outcomes – if something doesn’t work, we seek to understand why, adjust our approach, and try again.
Clear communication
With an ability to break down complex concepts into understandable terms, scientists often make excellent communicators. We have been trained to present findings clearly and persuasively – to tell compelling stories backed by evidence – with precise language and a commitment to accuracy that builds credibility with technically sophisticated audiences. As marketers, we know how to shape messaging to speak to the needs of scientists, purchasers, and investors in terms that will be clearly understood, engaging, and inspiring. Furthermore, our experience navigating peer review and defending our work against criticism equips us with the resilience and adaptability needed to refine marketing messages until they achieve maximum impact.
Creative collaboration
Would it surprise you to know that many scientists are also creatives? Scientists of all disciplines are painters, musicians, writers, and designers. Perhaps it’s our appreciation for detail or the challenge of making something new that fuels our creative pursuits. As scientist-creatives, we can imagine possibilities, conceptualize how to achieve goals, and design a framework to reach them – one “experiment” at a time.
As marketers, we are also strong believers that through collaboration with our peers and clients, we can create content, graphics, ads, and websites that are scientifically accurate, capture attention, and generate leads. With our appreciation for the beauty of science, we want to see it thrive – and by promoting awareness of innovations in the field, we can help science continue to advance and evolve.
The marketing advantage of scientific minds
With our unmatched combination of top-notch research skills, our drive for experimentation and discovery, and the passion for creative collaboration mixed with compelling communication, we scientists can flourish in the life science marketing world – and clearly showcase the data to support it.
Are you ready to work with our team of scientist-marketers? Contact us, and let’s discuss your marketing goals.
