If you’re reading this, you’re probably aware of how highly-regulated the life science industry is. If you’re having trouble standing out from your competitors, you’re not alone. Facilitating effective marketing communication is hard, especially in the life sciences!
Marketing is one corporate function whose main responsibility involves clear communication. Communication is multi-dimensional, but most marketing in the life sciences tends to emphasize only certain dimensions while ignoring others. This is understandable, but it’s a mistake. Marketers are missing the boat when they do this, passing up opportunities to differentiate their organization, clarify their message, engage their audience and align their sales, marketing, operations & leadership teams.
With marketing, how you say something is often more important than what you say.
In this post, we will detail six specific aspects that comprise effective life science marketing communication. If you’d like to learn more, please don’t hesitate to contact us today.
1) Who are you talking to?
For most marketers, this is the starting point of the marketing strategy. In fact, identifying your target audience is one of the most important elements of any marketing initiative.
When devising marketing communication, pay extra attention to who you’re talking to. Will they be interested in what you have to say? Are they likely to engage with your brand? If you’re going to make your marketing dollars work, you need to be sure you’re talking to the right crowd.
2) Why are you talking?
What is the rationale behind your call to action? What are you trying to achieve with your marketing communication? This question can have a myriad of answers. Maybe you’re trying to generate interest in a new product or service, or perhaps you’re trying to increase organic traffic to your website.
Whatever your answer is, you must be certain that it is direct and defined. By having a clear idea of your goal behind your communication, you will be able to align your strategy and drive results.
3) What are you saying?
This is the message. The content of your marketing communication is the core of your campaign. This is the area where you have the most control over what you say and how you say it.
You can shape your message to suit any situation, so you need to take extra care to make sure your content is compelling and professional. Recruit your top wordsmiths to develop your messages, and make sure you’re putting your best foot forward. If you’re confident in your content, you can be confident in your brand.
4) Where are you saying it?
Selecting a channel for your message can make (or break) your marketing communication strategy. If you’re developing new content, how should it be delivered? Is it more suitable for an email campaign, or should it live permanently on your website somewhere?
These are considerations you need to make if you want your marketing communication to be engaging and compelling. For example, if social media isn’t a high-converting channel for your life science brand, that should inform how you develop content moving forward.
5) When do you say it?
You know the old aphorism: “timing is everything“? It’s true for many different things, and it’s true for marketing communication as well.
This applies to the full stack of your marketing strategy. How often should you tweet? When should you begin a new email drip campaign? There are many guides and best practices to help get you started, but ultimately the number-one way to guarantee success is to look at your data. For example, perhaps your audience opens more emails on Thursday afternoons, or more people engage with your LinkedIn posts earlier in the week. If you monitor these trends and use them to guide your strategy, you are positioning your brand for success.
6) How do you say it?
This is what’s referred to as your tone of voice. We’ve written extensively on how effective use of tone of voice can transform your brand (check out this comprehensive whitepaper by Forma CEO, David Chapin), so we can’t overstate how crucial this element is.
In our experience, how you say something is sometimes more important than what you’re saying. Is your content casual or formal? Is it humorous or serious? Is it technical or broad? These are all factors in crafting effective marketing communication. Moreover, different tones are required for different solutions. It may be effective to adopt a casual tone on social media while simultaneously utilizing an academic tone for your email campaigns.
If you’re going to get the most of out this list, you need to pay attention to your closest competitors. They’re likely using this list to sculpt their own marketing communication, right? So how are you going to differentiate your messaging to stand out from the crowd?
If you’re curious about how Forma can help differentiate your brand and elevate you over your competitors, we encourage you to reach out today.