In less than two months, we will be welcoming the year 2021. Thus, it only makes sense that companies are ramping up their marketing efforts.
This includes identifying marketing trends that you can apply for the next year and beyond.
Whether you run a pharmacy, own a pharmaceutical company, or create biomedical devices, here are six robust marketing trends you need to know:
Content marketing may not be a new thing, but it is a timeless marketing tactic.
For one, it allows Life Sciences companies to provide relevant and compelling information. In return, the readers pay attention to their content and trust their expertise.
Moreover, content marketing is a great way to get past the hurdles of “interruptive marketing.” That’s because it is the audiences who are looking for your content instead of shoving it to their face.
It is just a matter of identifying the right target keywords and incorporating them into your content.
In relation to content marketing, another trend that Life Sciences companies should consider is interactive content.
Interactive content is any content that encourages human interaction. Some examples are quizzes, surveys and polls, and webinars.
Why should you implement interactive content? Doing so allows you to reap the following benefits:● High engagement rate● Capturing qualified data● Increased brand loyalty
Luckily, there are various ways you can leverage interactive content.
If you provide medication and treatment for people with diabetes, consider publishing an interactive quiz. The quiz will determine the kind of treatment that can suit their needs and lifestyle.
From there, you can collect their contact details. Use this to provide tips and product recommendations based on their quiz results.
No digital marketing campaign is successful with the help of keyword research.
Proper keyword research allows you to create content that is relevant to your target audience. As a result, you get to improve your Life Sciences company’s online visibility.
That said, it is imperative to identify what search queries your target users often use. You should also keep user intent in mind.
For example, you manufacture glucose meters. A consumer is likely to use “glucose meter test strips” because he intends it for personal use.
On the other hand, a seller might use a “glucose meter accuracy comparison.” That’s because he may be looking for the best products that he can sell.
Once you can identify what keywords to target, the next step is to incorporate them into your content and other marketing collateral.
Voice Search Optimization
Do you know where else you can use keyword research? Voice search optimization.
Digital marketing experts are prominent in ensuring that your online assets are mobile responsive during the past decade. These days, it is imperative that you optimize your content for voice search as well.
This is due to the popularity of voice assistants like Siri and OK Google.
The key here is to focus on conversational search queries. These are full-sentence queries like, “Where can I buy a glucose meter device near me?”
And just like with keyword research, it is a matter of incorporating conversational keywords in your content.
If you are using a primarily business-to-client model, personalization could come in handy. After all, consumers prefer a more personalized marketing approach.
But according to Life Sciences expert, Michelle Dipp, you can also apply personalization in prescriptions and treatments.
Take Type 2 diabetes treatment, for instance. Nowadays, there are various pharmacological therapies available to manage blood glucose. This is in hopes of improving medical outcomes.
The beauty of personalization is that it relaxes therapeutic constraints. It also allows healthcare professionals to provide adequate care.
However, it causes the burden of detecting treatment nuances.
If you think that social media marketing is not for Life Sciences companies, think again. However, we cannot deny that this can be a new space.
Nonetheless, there are effective ways to use social media. One of them is shoppable posts.
This is a Facebook and Instagram feature that allows you to sell products straight to your audience feed. You have to be wary about the platform’s regulations on promoting products and services related to Life Sciences.
Moreover, you need to have an approved Instagram business account if you want to take advantage of the shoppable post.
Nonetheless, social media is generally designed for storytelling. This means that you still need to be creative with your content, although you are using shoppable posts.
The Best Time to Shift is Now
Life Sciences companies can be notoriously cautious when it comes to digital marketing trends. However, these trends are proof that change is inevitable.
Whether you jump on the bandwagon immediately or after a year, a marketing trend will only work if you know how to leverage it.
If you are looking for ways to build awareness around your Life Sciences company, there is no better time to implement digital marketing but now.