Category: Biotech

10 Biotech eCommerce Marketing Strategies that Unlock Growth

Posted on by Daniel Lofaso

With high-value items, complex technical specifications, and often lengthy purchasing cycles involving multiple stakeholders, standard biotech eCommerce marketing strategies frequently fall short. Here’s where a sophisticated, multi-channel marketing strategy that builds authority, targets specific buyers with precision, fosters trust, and streamlines the complex purchasing journey comes into play. 

At Digital Elevator, we understand this intricate ecosystem, providing Fortune 500-caliber marketing strategies specifically adapted to help life science and biotech companies in challengin markets looking to gain a competitive advantage.

Here’s our list of 10 effective biotech eCommerce marketing strategies to support your website sales today.

Table of Contents

Use Content Marketing to Educate, Engage, & Establish Authority

Content marketing in biotech tends to work best when it is driven by keyword research. When you can create content that both engages and converts and is steeped in topics your audience is interested in, that’s a recipe for success.

But content marketing is not strictly limited to blogging; one of my favorite examples is this resource from Thermo Fisher:

This resource has the following SEO metrics:

  • it drives an estimated 6,100 organic visits per month
  • the equivalent PPC traffic would cost $7,600 per month
  • it ranks for 3,700 keywords
  • it has earned links from 47 referring domains

When considering content marketing, try to infuse keyword research into the topics you select and get creative with resources like the above. 

Learn more about biotech content marketing strategy

Search Engine Optimization (SEO): The Foundation for Discovery

For biotech eCommerce sites with potentially vast and complex product catalogs, SEO is the bedrock ensuring researchers can find the specific reagents, kits, or instruments they need. This requires optimizing product and category pages for the precise, high-intent keywords scientists use when they are ready to procure (e.g., “buy anti-CD3 antibody online”, “[catalog number] price”, “ELISA kit for human IL-6”). 

Go beyond basic descriptions; incorporate keywords naturally into titles, meta descriptions, H1s, detailed product information, and image alt text, focusing on scientific accuracy and relevant applications.

For example, this product page from iQ Biosciences has it’s H1 optimized for the keyword “Cynomolgus Monkey Peripheral Blood Mononuclear Cells” and the title tag is optimized for “Buy Cynomolgus Monkey PBMCs” to inform searchers of the transactional nature of the page.

Technical SEO is equally critical. Implement a logical site structure with clear categorization (by research area, technique, product type) and utilize Schema.org Product markup to provide search engines with structured data like price, availability, and SKU, enhancing visibility through rich snippets. Ensure your site architecture allows easy crawling and indexing of all product variations and technical resources, making your complex offerings discoverable amidst the digital noise.

Learn more about biotech SEO strategy

Link Building: Earning Credibility Signals

High-quality backlinks can significantly boost your website’s authority and search rankings. Link building for biotech eCommerce isn’t often about quantity – even the biggest brands only have a handful of links to product or category pages – it’s about earning relevant links from reputable sources within the life sciences ecosystem. 

While it is easy to say the focus should be on acquiring backlinks from respected academic journals, industry news publications (like Fierce Biotech or BioSpace), scientific societies, university research labs, collaborators, and complementary technology providers, the truth is that these types of links are extremely difficult to solicit. 

Given what I said above about quality over quantity, the easiest way to earn links in the biotech industry is by exploring guest blogging opportunities on contextually relevant websites. 

Go to Google and type in the below to find opportunities:

While not as strong as linking directly to target URLs, domain-level links from company-relevant industry directories can also be helpful for early-stage link campaigns. 

If content marketing and SEO help with cold and warm audience awareness, Google Ads are a quick way to target highly qualified buyers. 

Google Ads offers a powerful way to capture high-intent search traffic and drive immediate visibility for specific biotech products or services.

Focus your PPC campaigns on highly specific, bottom-of-the-funnel keywords that indicate purchase intent, such as exact product names, catalog numbers, specific research applications (e.g., “CRISPR transfection reagent”), or competitor brand terms. 

Utilize negative keywords aggressively to filter out irrelevant searches (e.g., academic research papers, job postings) and maximize budget efficiency.

Optimize campaigns not just for clicks, but for valuable conversions like quote requests, demo sign-ups, or high-value product purchases. Consider using audience targeting features to reach specific demographics or remarketing lists, ensuring your ads are seen by the most relevant researchers and procurement teams.

    LinkedIn Account-Based Marketing (ABM): Engaging High-Value Targets

    LinkedIn is an invaluable platform for your biotech ABM strategy, and this approach allows for highly targeted engagement with key prospects. Start by identifying your ideal customer profile and building target account lists, which might include specific pharmaceutical companies, research universities, or contract research organizations (CROs). 

    You can leverage LinkedIn Sales Navigator and the platform’s robust targeting options (by company, job title, industry, seniority, specific skills) to precisely reach the decision-makers and influencers within these accounts, such as Principal Investigators, Lab Managers, R&D Directors, or Procurement Heads, but with the right targeting settings, the LinkedIn Ads algorithm will usually do a great job on its own.

    Develop personalized messaging and tailored content streams specifically for these target accounts and roles. Share relevant case studies, white papers, or webinar invitations that address their specific research interests or operational challenges. 

    Be sure to avoid the common mistake of exclusively targeting bottom of funnel call-to-actions; remember to nurture contacts with brand awareness content, case studies, and buying guides before going for the kill.

    Learn more about biotech ABM strategies for LinkedIn Ads

    User Experience (UX): Facilitating the Scientific Buying Journey

    Once potential customers land on your site, the user experience (UX) plays a critical role in turning interest into action. Researchers and procurement teams expect quick, intuitive access to complex information—if they can’t find what they need fast, they’ll move on. A UX- and design-focused approach helps deliver that clarity, ultimately driving higher conversions and sales.

    For example, on a project we conducted with iQ Bio, we conducted a survey targeting their key demographic to gather feedback on a specific product page. We asked about first impressions, page clarity, lingering doubts, and overall interest. Using those insights, we refined the page content and layout—applying both user feedback and proven UX best practices recommended by our team.

    The site saw a 51% increase in eCommerce conversion rate, and a 19% revenue increase.

    When paying for more ads month-over-month or investing in longer-term SEO campaigns is off the table, consider a UX project to increase conversions to pages that you want to boost revenue for.

    Conversion Rate Optimization (CRO): Maximizing Website Performance

    UX and CRO work hand-in-hand but are technically different strategies.

    Driving qualified traffic is essential, but converting that traffic into leads or sales requires continuous optimization. Conversion Rate Optimization (CRO) is the systematic process of refining your website elements to improve the percentage of visitors who take desired actions.

    For biotech eCommerce, this involves more than just tweaking button colors; it requires a data-driven approach using tools like A/B testing, heatmaps, session recordings, and user feedback surveys to understand how scientists and procurement teams interact with your site.

    Focus CRO efforts on critical conversion points in the biotech buyer journey:

    • Test different layouts for product pages to see which best presents complex technical data and validation results.
    • Optimize the clarity and prominence of calls-to-action (CTAs) for requesting quotes, downloading protocols, or contacting technical support.
    • Analyze user behavior to identify friction points in the checkout or quote request process, simplifying forms and clarifying steps.

    Even small, incremental improvements identified through rigorous CRO can significantly impact lead generation, sales revenue, and overall marketing ROI, as demonstrated by the 51% lift in eCommerce conversion rates achieved for iQ Biosciences through targeted CRO.

    Building Trust & Credibility on Your Product Pages

    Researchers and procurement teams need absolute confidence in product quality, consistency, and compliance before making a purchase. To enhance this confidence and to increase sales, prominently display:

    • relevant certifications (ISO, FDA, GMP) 
    • validation data demonstrating product performance
    • links to peer-reviewed publications citing your products
    • compelling customer testimonials from reputable institutions
    • detailed case studies highlighting successful outcomes
    • client logos 

    Some of the favorite trust factors we recommend to clients include third-party review or citation embeds like Select Science or BiozStars.

    Video Marketing: Visualizing Complex Science (& Thought Leadership)

    We’re seeing a strong trend toward video content, now more than ever, and we’re recommending it as a key strategy for our clients. Another major trend is diversifying traffic sources, and video content presents a great opportunity to do so, especially when published on YouTube and repurposed on platforms like LinkedIn. Here’s some data to support this shift:

    Video offers a uniquely powerful medium to communicate complex scientific concepts and showcase biotech products in an engaging and accessible manner. Utilize video marketing to create compelling product demonstrations that clearly illustrate protocols or instrument operation, animated explainer videos that simplify intricate biological pathways or technological principles, and expert interviews featuring your scientists discussing research applications or industry trends, like this example from Select Science.

    For me, the above example is the simplest and easiest way to get video content out on social media and capitalize on the thought leadership trend.

    Public Relations (PR): Amplifying Innovation and Reputation

    Our clients often come to us and ask questions like:

    • How can I get more brand awareness?
    • How can I come up in more LLM searches like ChatGPT?
    • How can we do more thought leadership?

    Digital PR, or just PR, can do all of the above.

    Public Relations plays a vital role in shaping perception, building credibility, and amplifying key messages within the biotech industry. Develop proactive relationships with journalists, editors, and influencers at relevant industry publications (e.g., Nature Biotechnology, STAT News, Endpoints News) and scientific news outlets.

    Beyond press releases, position your company’s executives and senior scientists as thought leaders by securing speaking opportunities at industry conferences and contributing expert commentary or bylined articles to relevant publications. Effective PR in biotech involves translating complex scientific achievements into engaging narratives that resonate with investors, potential partners, customers, and the broader scientific community, thereby enhancing brand reputation and supporting overall business objectives.

    Integrating Strategies for Biotech eCommerce Success

    Thriving in the biotech eCommerce market requires a sophisticated, integrated digital marketing strategy tailored to its unique audience and challenges. Success hinges on moving beyond isolated tactics and weaving together multiple channels – from foundational SEO and authoritative Content Marketing to precision-targeted Google Ads and LinkedIn ABM, seamless User Experience, continuous Conversion Rate Optimization, proactive Trust building, engaging Video Marketing, strategic Link Building, and reputation-enhancing Public Relations.

    By implementing these strategies in concert, biotech companies can effectively reach and engage researchers, scientists, and procurement teams, guiding them through the complex buying journey. An integrated approach ensures your innovative solutions gain the visibility they deserve, builds lasting credibility, and ultimately drives sustainable growth and revenue for your eCommerce platform. 

    Unlock eCommerce Growth for Your Biotech with Digital Elevator

    Ready to elevate your biotech eCommerce marketing and achieve measurable results? Contact Digital Elevator today for a free custom strategy session with one of our experienced biotech marketing experts and let’s build your blueprint for success.

    Biotech SEO Strategies for Top Rankings [+ examples]

    Posted on by Daniel E. Lofaso

    Biotech SEO is most successful when fundamental SEO – on-page, site architecture, technical – is done correctly, given the relative niche of most products and services. Most biotechs get this wrong, presenting an opportunity for SEO-driven efforts to enjoy increased market share. Couple foundational SEO with link building and digital PR, and you have a recipe for success.

    If you are trying to rank your biotech website and earn free search engine traffic, the focus areas of your SEO campaign can admittedly be difficult to triage.

    This guide will outline an SEO strategy tailored for biotech companies, encompassing key aspects such as on-page optimization, SEO-driven content marketing, and off-page SEO techniques.

    These are many of the strategies we use at our biotech SEO agency to help rank sites in competitive verticals that need to capitalize on gaining market share.

    On-Page SEO is the Foundational Work Driven by Keyword Research 

    In biotech SEO, the range of niche products and services is vast, meaning smaller brands with superior SEO can often compete on the big stage. This also relates to keyword difficulty (KD) scores of important keywords being considerably lower than most industries, often presenting an opportunity to rank quickly when fundamental SEO is put in place. The primary fundamental factor being on-page SEO.

    On-page SEO refers to the optimization of your website’s content and structure. This includes things like the implementation of keyword research, title tags, meta descriptions, site speed and internal linking.

    Each of these subtopics deserves guides of their own, so rather than trying to drill down into each area, I’ll provide my most actionable recommendations.

    Keyword research

    At the end of the day, people are still typing words into search engines and looking for applicable results. The key terms there being “applicable,” or contextually relevant results. 

    Google ultimately decides what the intent is of each search, so any good keyword research involves an understanding of the intent of a search as well as:

    • Keyword volume
    • Keyword difficulty 

    When selecting the keywords you want to target for your biotech, it is important to implement them according to the appropriate sections of your site. For example:

    Transactional intent keywords

    These are for users who want to buy something now. I’d recommend these for your product or service pages specifically. 

    For example, a search for “research lab management software” is highly transactional in intent and is representative of a searcher looking to buy software. As shown in the example below, this is an opportunity to target a service page (or in this example, the homepage) of your site to the search.

    On the other hand, another intent might be centered around seeking information.

    Informational intent keywords

    For example, a how to search like the below is more informational and is better-suited as a blog or resource rather than a service page.

    When creating a new SEO campaign, we always prioritize the “money-making pages” over the informational-type pages. Commercial intent keywords, and therefore pages, are considered bottom of the funnel and where you want to focus your keyword research and content efforts before trying to drive more traffic with informational intent searches.

    While a user might land on your site from an informational search, it’s the money-making product or service pages that convert them into customers.

    Other areas to focus on for on-page SEO include:

    1. Title Tags and Meta Descriptions:

    Title tags and meta descriptions are the snippets of text that appear in the search engine results pages (SERPs). They are an important factor in determining whether or not people will click on your website.

    Title tags should be no more than 60 characters long and should include your target keyword. Meta descriptions should be no more than 160 characters long and should provide a brief overview of your website’s content.

    Ahrefs has a cool title tag and meta description generators you can use to get results like this:

    2. Header Tags:

    Header tags are used to structure your website’s content and to indicate the hierarchy of information on each page. Search engines use header tags to understand the main points of your website’s content and to rank your website for relevant keywords.

    Use h1 tags for the main title of your page, h2 tags for subheadings, and h3 tags for sub-subheadings, infusing relevant keywords into each to try to rank for as many keywords as possible.

    3. Image Alt Text:

    Image alt text is the text that appears in place of an image if it cannot be displayed for some reason. It is also used by search engines to index your images and to understand the content of your website.

    Image alt text should be descriptive and should include your target keyword. To save time, check out this AI image alt text generator.

    4. Website Speed:

    Website speed is a critical factor in SEO. If your website takes too long to load, people will abandon it and you will lose traffic. It is also a ranking signal.

    There are a number of things you can do to improve your website speed, such as optimizing your images, using a content delivery network (CDN), and minifying your code. Use a tool like GTmetrix to analyze pagespeed and get actionable insights.

    Site speed improvement, in general, is usually a task best suited for development teams in conjunction with server or hosting experts.

    5. User Experience:

    User experience (UX) is another important factor in SEO. If your website is difficult to use, people will not want to spend time on it.

    Make sure your website is easy to navigate and that your content is easily readable. You should also make sure that your website is mobile-friendly, as more and more people are accessing the internet from their smartphones and tablets.

    For example, the below homepage is an example of poor UX. It is not immediately clear what action a user should take when they land on the page, what buttons to press, what menu options to click, or how the site can help me. This design, in all likelihood, would result in decreased leads.

    biotech seo and bad UX

     

    Links & Domain Rating: Understanding the Landscape

    Before embarking on any SEO campaign, it is important to conduct a thorough SEO competitor analysis to gain insights into the strategies employed by your rivals. This involves identifying your top competitors’ rankings, analyzing their website structure and content, and evaluating their backlink profiles. 

    For example, check out the below example of a search engine results page (SERP) pulled from SEO software Ahrefs. The top five sites for the search “cloud lab as a service” provide us with a few important qualitative and quantitative link metrics that give an understanding of the competition:

    The DR and Domains columns indicate the domain rating and the amount of referring domains the URL has, respectively. The higher the DR, the more difficult it might be to rank for the keyword. In this case, the highest DR on this search is a DR57.

    The referring domains range from 0 to 97, but the 97 referring domains are for the result that showcases a homepage, so that naturally would have more links.

      If my site were relatively close in DR (say, 35-55), good on-page coupled with three backlinks would likely secure my spot in the top three.

      Site Architecture Driven by Keyword Research & Logic

      Site architecture updates are usually a quick win that we implement after conducting keyword research. These are most impactful when implemented into the top menu as well as drop-down menu’s as indicated in this example.

      Standalone product pages that may be revealed by keyword research can be implemented into top menus and mega-menus to help place emphasis on these pages from a crawling standpoint and from an user experience standpoint.

      This is an opportunity to build upon internal links and, when necessary, create static product and service page content that will help drive bottom of the funnel visits for commercial intent keywords.

      But don’t stop with static pages in your drop downs, linking to your best resources is also a great way to increase exposure and provide added weight to your internal links for things like blogs or guides like in this Halo Labs example.

      SEO-driven Content Marketing for Biotech

      The topics you cover as part of your SEO strategy matter and should be planned strategically. This where SEO and content marketing overlap, although we recommend SEO-driven content marketing for our biotech clients.

      For example, considering business impact alongside your content marketing efforts is important to help with lead generation or monetization. For example, check out this asset from ThermoFisher on Useful Numbers for Cell Culture.

      biotech seo content marketing

      This SEO-driven resource ranks for over 3,000 keywords, has earned 46 links, and has an equivalent value of $7,400 per month if the same traffic was generated via Google Ads.

      When to Utilize Digital PR for SEO Gains

      Modern day SEO recommends the organic, as opposed to forced, building of links and brand mentions. The best way to do this is via digital public relations (PR). 

      For biotechs that are trying to get in front of partners, investors, or pharmaceutical executives, getting exposure in major media outlets is good for business and for SEO. When you get featured on media outlets, they will often mention your brand or link to your website, both of which are search engine signals that can help to rank your website.

      For new brands, this is often an ideal starting point for off-page SEO, as it builds trust signals with search engines that will help reinforce additional SEO efforts. When goals are related to brand awareness, we usually recommend digital PR strategies to help clients get featured in industry publications and to build the associated backlink profile.

      Keep in mind, ranking individual pages for target keywords involves a bit of a different link building strategy, and that is where many life science companies leverage Biotech SEO agencies. Where digital PR often generates brand mentions or links to the homepage, ranking individual URLs is an entirely different endeavor. 

      Should I Go In-house or Use an Agency for SEO?

      The decision of whether to handle your SEO in-house or hire an agency is a complex one. There are a number of factors to consider, such as your budget, your in-house expertise, and your desired level of control.

      If you have a large budget and a team of experienced SEO professionals, you may be able to handle your SEO in-house. However, if you have a limited budget or in-house expertise, you may want to consider hiring an agency.

      A biotech SEO agency can provide you with several benefits, such as access to expert SEO professionals, access to specialized tools and resources, and a proven track record of success.

      There are additional considerations for SEO and launching campaigns as well.

      There can be an opportunity cost in not working with a marketing agency.

      The time it takes to get something to market matters. 

      If a marketing agency can take something to market in half the time it takes an in-house team, consider the impact that can have on your business. 

      Those potentially untapped leads will be further along your sales cycle, and the ROI from investing in marketing with an agency will have a significant business impact compared to trying to save money using an in-house team that has a different focus. 

      As you plan ahead or are getting SEO budgets together, consider the opportunity cost of not launching marketing campaigns quickly and effectively.

      Get a free SEO strategy from our team today.


      The discovery call is the first step in discussing your business, your goals, and the potential services you need for your marketing or web design campaign.

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      5 Expert Medical Device Marketing Strategies for Optimal Engagement and Conversion in 2025

      Posted on by Daniel E. Lofaso

      In the competitive landscape of medical device marketing, the quest to effectively reach healthcare professionals and decision-makers has always been difficult. 

      The dynamic nature of the healthcare industry demands a strategic approach that not only showcases the technical prowess of your medical devices but also establishes trust, addresses pain points, and offers tailored solutions. 

      By the end of this blog, you will be able to create strategic approaches in your marketing that will help your medical devices stand out.

      In this guide, we delve into five expert-level tips that can elevate your medical device marketing game. From crafting content that resonates with your buyer persona to leveraging the power of paid advertising and SEO, these strategies are designed to create a robust marketing framework that resonates with your target audience, builds credibility, and drives meaningful conversions. 

      Table of Contents

      Create Content for Your Buyer Persona

      One of the key pillars of successful medical device marketing is tailoring your content to your specific target audience or buyer persona. As highlighted in our article on HCP marketing, understanding the pain points, challenges, and needs of your audience is crucial. 

      For example, this resource by McKesson on lab solutions for urgent care facilities is a prime example of tailored content. As McKesson provides lab solutions that are related to the topic, not only are they introducing themselves as a solutions provider but they are doing it in a way that is first and foremost beneficial to the end reader by showcasing how these solutions provide faster results and better patient experience.

      By developing in-depth knowledge about the healthcare professionals (HCPs) and decision-makers who are likely to engage with your medical device, you can create content that resonates with them, address their concerns, provide solutions to their problems, and showcase the benefits of your device in a language that speaks directly to their expertise. 

      By showing that you understand their unique challenges and can provide valuable solutions, you’re more likely to build trust and credibility.

      Outsource Content Marketing for Expertise in Conversion-focused Content

      While you’re an expert in medical devices, you may not be an expert at creating persuasive and effective sales copy or understanding how to utilize content marketing to drive more leads and sales.

      This is where outsourcing content creation comes into play. By partnering with vendors that specialize in biotech content marketing and offer different areas of expertise – graphic design, marketing, writing, etc. – you can take your medical device marketing beyond the merits of the product itself.

      At Digital Elevator, we focus on SEO-driven content marketing for biotechs, meaning we couple effective content with search engine keyword volume research. 

      For example, this resource from ThermoFisher Scientific on “Useful Numbers for Cell Culture” is a great example of conversion-focused content. Here’s why:

      1. It provides an easy-to-use reference point for the target audience to utilize
      2. The page ranks for over 1,100 keywords (according to Ahrefs), including “useful numbers for cell culture” which gets an estimated 2,300 searches per month alone
      3. The resource naturally introduces relevant product categories as ThermoFisher understand that a searcher looking for appropriate cell culture dishes and flasks may need to purchase more based on this resource

      Whether it’s crafting engaging articles, designing visually appealing infographics, or producing persuasive marketing copy, outsourcing ensures that your content is not only accurate but also captivating. 

      Your Website as Your Primary Sales Tool

      In medical device marketing, your website serves as more than just an online presence; it’s a dynamic platform that can drive your sales and conversions. Your potential customers, whether they are healthcare professionals or decision-makers, often turn to your website for detailed information before making purchasing decisions. 

      Your website should function as an intuitive and informative hub that not only showcases the features of your medical devices but also educates visitors about its applications, benefits, and real-world user experiences.

      To achieve this, focus on incorporating captivating visuals, user-friendly navigation, and compelling Calls to Action (CTAs) strategically placed throughout your website. Include detailed product descriptions, case studies, success stories, and any relevant certifications or awards that underline the credibility of your medical device. By creating a seamless online experience, you can capture leads, nurture prospects, and guide them through their decision-making process.

      Let’s look at the following example from Qiagen. On their website, can easily navigate with their simple menu bar at the top, a panel of rotating images with different CTA’s, and multiple custom graphics related to applications. This home page is an example of a good sales tool as it helps funnel visitors down a path with an easy-to-use interface and site structure. 

      An additional aspect of using a website as a sales tool is building trust and credibility. It’s one thing to say “our products are the best” and another when other trusted references do it for you.

      Throughout their website they have littered several instances of subtle social proof. For example, in their case stories section, they have multiple doctors talking about how great and effective their products are. This gives Qiagen respect and authority, resonating with their potential customers as these claims come from third-party clients.

      In another social proof example, at the top of this page, we see the logos of brands Qiagen is associated with. These provide a subconscious level of social proof and credibility that a visitor would likely take comfort in should they be considering using the brand. Second, they have a blog section with informative articles that establish them as a thought leader in the space. 

      Leverage Paid Ads to Fill Your Sales Pipeline

      Paid advertising is a strategic avenue for accelerating your medical device marketing efforts. Google Ads, as highlighted for search intent, allow you to capture the attention of ideal clients actively searching for relevant keywords related to your device(s). This ensures that your product is visible at the precise moment when potential customers are seeking solutions. 

      Below, we see two different ad types. The top ad with pictures are Google Shopping Ads while the second are Google Search Ads. This is valuable real estate for brands that want to get in front of searchers with purchase intent.

      Additionally, LinkedIn ads are also effective for targeting Ideal Customer Profiles (ICPs) in the medical field. The platform’s advanced targeting options enable you to reach specific job titles, industries, and professional demographics.

      Related: Biotech Account-Based Marketing Strategy for LinkedIn Ads

      For these ad types, it is recommended to partner with a company experienced with biotech paid media so that they can evaluate and recommend paid advertising opportunities on a case-by-case basis.

      SEO for Full-Circle Sales Cycle Awareness & Lead Generation

      SEO can drive organic traffic, generate leads and ensure a continuous flow of engaged prospects through the various stages of your sales funnel. For medical device sales specifically, an SEO plan should revolve around:

      • Product pages
      • Category pages (see example below)
      • Supporting content to drive traffic and brand awareness

      For example, the below page from DRE Medical appears to have invested in some SEO in order to rank this page on ENT Equipment.

      They rank number 1 for key high purchase intent keywords such as “ent medical supplies,” “ent equipment” and others related to their product offerings. This is an example of bottom-of-the-funnel SEO as it relates to purchase intent. 

      The site also does a good job of funneling search traffic for top-of-the-funnel searches with its medical glossary, which ranks for general searches like “nasalplasty” or “fulguration.”

      Related: Biotech SEO: 5 Strategies for Top Rankings

      If your company doesn’t have in-house staff to constantly work on developing your SEO for the medical devices, it is strongly encouraged that you partner with an agency that can help make sure your medical devices don’t slip through the cracks.  

      Incorporating these expert-level tips into your medical device marketing strategy can position your brand for success, resonate with your target audience, and enhance your overall marketing effectiveness.

      Biotech Account-Based Marketing Strategy for LinkedIn Ads 

      Posted on by Daniel Lofaso

      Account-based marketing (ABM) is the holy grail for biotech companies that sell complex products to institutional buyers, healthcare providers, and scientific decision-makers. But without a way to get in front of those hard-to-reach stakeholders, even the most brilliant strategy falls flat.

      LinkedIn is the only platform that allows biotech marketers to surgically target exact job titles, industries, and company sizes. Combine that with an ABM framework, and you have a predictable, scalable way to drive demand from your highest-value accounts.

      Here’s how to build a LinkedIn ABM strategy, based on our biotech PPC expertise, that generates real results in biotech—without bloated prospect lists or wasted ad spend.

      Table of Contents

      Build Your Targeting Strategy Without Uploading a List

      The traditional ABM playbook starts with a static list of target accounts. While you can buy a list from a site like BioPharmaGuy and upload it into LinkedIn, you can skip this step (and expense) and let the LinkedIn algo do the heavy lifting.

      If you already have a list of companies you want to target, that’s fine, too. You’d just want to consider testing an uploaded list versus something LinkedIn targets based on the parameters you set up.

      According to our LinkedIn Ads manager, Piper, she gives the following advice:

      Regarding LinkedIn list uploads, they can be highly effective, however, the success of list targeting depends on a few factors:

      • Match Rate: LinkedIn requires at least 300 matched profiles to run ads. The match rate depends on the quality of the data (company domains and LinkedIn profile URLs help).
      • Engagement Strategy: If the list is small, layering additional targeting (like job functions or seniority) can help broaden reach while keeping it relevant.
      • Campaign Objective: Lists work particularly well for account-based marketing (ABM), retargeting, or precise outreach.

      Company lists typically have a better match rate than contact lists; however, contact lists are good for retargeting.

      Personally, we like to let LinkedIn do the heavy lifting, using Campaign Manager to target, for example:

      • Company industry: Biotechnology, pharmaceuticals, medical devices
      • Company size: Focus on mid-market and enterprise buyers (51+ employees)
      • Job titles and seniority: R&D Directors, Clinical Operations, Procurement Managers, Lab Heads
      • Groups and interests: Life sciences professionals, biotech investors, or niche verticals (e.g., cell and gene therapy)

      This approach allows your targeting to scale and self-optimize without the manual headache of building and maintaining a CSV.

      Segment Cold, Warm, and Hot Audiences for Funnel Control

      Biotech buyer journeys are complex and don’t happen in a linear fashion. By using segmentation to target leads by behavior, you’ll have a better chance of peaking the interest of your top, middle, and bottom funnel prospects.

      Segmenting by funnel stage ensures you serve the right message at the right time:

      • Cold (top of funnel)
        • Focus on messaging that highlights the company’s biotech innovations, value proposition, and mission to build the initial awareness layer.
        • You’ll typically want to run this for at least 30 days to get LinkedIn enough data to see who is interacting with your ads. The goal here is not conversions but to get biotech prospects to click your ads and visit your website so you can retarget them and nurture them.
      • Warm (middle of funnel)
        • Use LinkedIn’s website visit tracking and retargeting lists to create engagement-based campaigns.
        • Incorporate diverse content types such as case studies, testimonials, white papers, press releases, and other resources on the website to your ads.
        • These people are only targeted after they’ve interacted with the cold layer since they now know about what you do and the problems you solve for. 
      • Hot (bottom of funnel)
        • BOFU campaigns will be introduced only after sufficient engagement is observed (like the interaction with multiple content pieces, a pricing page, or contact forms).
        • The warm segment has familiarity with your brand, has demonstrated interest from what we can see from our retargeting layers, and has shown some sort of purchase intent.

      Use separate campaigns and creatives for each stage to keep performance optimized. More on that below.

      Ad Types That Work for Biotech ABM

      Different ad formats shine at different stages of the funnel—and cost plays a big role in what to prioritize.

      • Single Image Ads (All Funnel Stages): The most versatile format with lower CPMs ($60–70). Use these for cold outreach, mid-funnel engagement, or retargeting with a clear call to action.

      Source: LinkedIn Single Image Ads

      • Video Ads (Top & Middle of Funnel): Great for brand awareness and education. Expect a CPM between $80–$100, making them relatively cost-effective for engagement. Use to explain complex biotech workflows or product mechanisms.

      Source: LinkedIn Video Ads

      • Carousel Ads (Middle Funnel): Ideal for explaining processes or showcasing multiple benefits. Slightly more expensive than single image ads but often worth it for more immersive storytelling.
      • Thought Leader Ads (Top of Funnel): Run from the profile of a scientific founder or executive. Perfect for building credibility early in the funnel. CPMs vary but are often higher due to premium positioning.

      Source: LinkedIn Thought Leader Ads

      • Conversation Ads (Bottom Funnel): Excellent for driving demos or downloads from warm audiences. High intent, but often more expensive ($150+ CPM), so use selectively.

      Source: LinkedIn Conversation Ads

      Match each format to your campaign goal, and remember: higher-cost formats often yield higher-quality leads when timed right.

      LinkedIn ABM Mistakes

      Biotech audiences are highly skeptical given their background in data and objectivity. Here are some common pitfalls to avoid when running LinkedIn ABM campaigns so as to not blast through ad spend.

      Starting with Mid or Bottom Funnel Campaigns 

      When running ABM ads, by far the biggest mistake we see is when other agencies or our clients are running campaigns that skip the initial cold layer of targeting. Their campaigns have not yet broken down the barrier that communicates who they are, what problems they solve, and the outcomes they can expect when working with you.

      Think about it: if you see an ad for a white paper from a biotech you’ve never heard of how likely are you to read it? Compare that to a company whose ad you interacted with, website you visited, or blog you’ve read that runs the same ad. 

      Don’t skip the cold layer, it sets the foundation for the rest of your campaigns.

      Not Retargeting

      Biotech buyers have a lot going on in their work lives, so hitting them with one ad is often not going to cut it. This is why we always recommend retargeting ads based on user behavior.

      This is also why we generally recommend driving clicks through to your website rather than keeping prospects on LinkedIn (like with Lead Gen Forms).

      Sales cycles can be long. Make sure to retarget to optimize for use behavior.

      Falling for LinkedIn’s Audience Expansion Option

      You may be tempted to use LinkedIn’s audience expansion option to “show your ads to member accounts with similar attributes to your target audience.”

      We find this results in unnecessary ad spend, often showing your ads to audiences with weaker attributes than more sophisticated targeting.

      Avoid this setting as a general rule.

      Retargeting That Reflects Real Buying Behavior

      Don’t stop at initial targeting. That is probably the biggest missed opportunity we see when taking over accounts for biotech clients. 

      LinkedIn lets you retarget based on:

      • Website visits (especially demo, pricing, or case study pages)
      • Video views (great for engagement scoring)
      • Lead form opens (even if unsubmitted)

      Build progressive retargeting flows that get more direct over time—starting with soft educational offers and ending with sales CTAs.

      Budgeting & Campaign Settings That Maximize Results

      LinkedIn isn’t the cheapest platform, but it’s the most precise—and that matters in biotech.

      • We find that starting with a minimum of $3,000/month to collect actionable data is a good budget. It can often be started with less, but the reduction in ad spend may mean limitations in targeting capabilities. 
      • Organize campaigns by funnel stage or audience type for clean reporting

      If you’re targeting high-value biotech accounts, LinkedIn ABM isn’t just an option—it’s a necessity. With the right strategy, you can create a campaign system that aligns with how scientific buyers actually make decisions.

      Need help building your funnel or fixing underperforming campaigns? We’ll audit your targeting, creative, and retargeting to show you exactly what’s working—and what needs to change. Or, we’ll build one from scratch. Reach out today for a discovery call.

      CDMO Marketing Strategies: Meet Buyers at Critical Stages of Their Buyer Journey 

      Posted on by Daniel Lofaso

      If you Google “CDMO marketing” one of the key trends in the articles that cover this topic is the following:

      CDMO sales cycles are long and require multiple marketing touchpoints.

      Truer words were never spoken. So while there are a bunch of articles that talk about identifying your target market, building buyer personas, and leveraging social media, I’m going to assume you have heard all that before. 

      This guide cuts through the noise to deliver actionable CDMO marketing strategies that address your most pressing challenges. You want to hear how to compete with Lonza and Thermo Fisher (Pantheon) and drive leads today and tomorrow.

      I’ll be covering key aspects of how buyers go through their buyer journey and how you can meet them there, and how you can cover most of your bases by getting a few primary marketing channels right.

      Value Proposition & Positioning Before Everything Else

      When it comes to defining your value proposition as a CDMO, the temptation might be to lean into the tried-and-true claims of being “better, cheaper, or faster.” However, these messages often fall flat—especially when stacked against industry giants like Lonza. 

      Lonza’s decades of trust and reputation make it difficult to compete using generic claims like ‘better, cheaper, or faster.’ Instead, focus on your unique strengths.

      Example CDMO value proposition

      A good example of a value proposition is WuXi Advanced Therapies which positions itself as a comprehensive partner in the cell and gene therapy space, emphasizing its role as a Contract Testing, Development, and Manufacturing Organization (CTDMO).

      They have taken the focus of specificity and differentiation in the cell and gene therapy market.

      Other areas for differentiation for your value prop might include:

      • Innovation: Highlights the use of advanced technology (single-use systems), which is a key industry trend.
      • Target Audience Alignment: Speaks directly to mid-sized biotech firms, which may feel overlooked by larger CDMOs but need the same high-quality solutions.
      • Solution-Oriented: Addresses a real pain point—providing tailored, scalable solutions for complex biologics that minimize risk and optimize efficiency—without relying on generic promises.

      The good news is that you likely already have a unique selling proposition (USP) similar to the examples above—you just need to uncover it. Often, the differentiator lies in what your company is already doing exceptionally well, whether it’s your niche expertise, tailored solutions, or ability to address specific challenges your competitors overlook. 

      The key is drawing that out of your messaging and ensuring it’s front and center in your marketing. When a prospect skims your website—which, let’s face it, is how most initial research happens—they should instantly know what sets you apart and why you’re the ideal partner for their needs.

      Your Website as Your Best Sales Tool

      Your website is your best sales tool—hands down. For CDMOs, it’s often the first impression prospective clients have of your brand, and it sets the tone for your entire buyer journey. To truly capitalize on its potential, your website needs to be both an educational resource and a lead generation machine.

      From an educational standpoint, it’s critical to focus on key areas that address your audience’s specific needs and questions. This typically includes service and subservice pages that clearly outline your capabilities, technology pages that showcase your cutting-edge processes and equipment, and educational resources like white papers, case studies, and webinars. 

      These sections not only demonstrate your expertise but also align with SEO best practices, ensuring you appear prominently when prospects search for solutions in your space.

      For example, here is a screenshot of AGC Biologics and their service menu dropdown. 

      CDMO marketing site architecture example

      They have what is called a “mega menu” with sections and dedicated pages for Offerings, Services, and Specialized Platforms & Programs.

      This portion of the site build is often SEO-led, meaning that when you work with a specialized CDMO marketing agency like Digital Elevator, we are going to provide research for the site architecture as well as the keywords with commercial intent that have the most volume based on conversations with the client. 

      Strong site architecture doesn’t just improve user experience—it also drives organic traffic by aligning with SEO best practices.

      Here is a screenshot of some rankings of the services section of the AGC Bio site that showcases some of those rankings for critical keywords like “viral vector services” or “AAV CDMO.”

      CDMO marketing rankings example

      The above type of site architecture and SEO strategy can be done during a new website build, or post-launch. Regardless of when you do it, it underscores the importance of creating content for your users so they understand your value proposition, but also the depth and breadth of your CDMO services.

      CDMO Lead Generation and Brand Awareness

      As you’ve probably recognized, the site architecture and SEO best practices discussed above can help set the tone for organic search rankings. SEO (or search engines) is just one channel where prospects may interact with your brand in their buying cycle.

      Independent of marketing channels, however, is the deeper principle of buying journeys and how that plays into marketing touchpoints.  

      Effective lead generation and brand awareness for CDMOs require a deep understanding of your prospect’s buyer journey. 

      This journey typically unfolds in three key stages: 

      1. problem identification, 
      2. solution exploration, and 
      3. requirements building. 

      Each stage represents a unique opportunity to connect with potential clients, but it also demands tailored strategies to address their evolving needs.

      • Problem Identification: At this stage, prospects are just beginning to understand their challenges. They’re looking for educational content that validates their pain points and introduces them to potential solutions.
        • Blog posts, white papers, and webinars that address common industry challenges—such as navigating regulatory hurdles or scaling complex biologics production—can position your brand as a trusted authority.
      • Solution Exploration: Once prospects know their problem, they start researching specific solutions.
        • This is where your service pages, case studies, and technology overviews become critical. Prospects are comparing vendors, so it’s essential to highlight your unique capabilities and demonstrate how you solve their exact challenges better than the competition.
      • Requirements Building: By the time prospects reach this stage, they’re narrowing down their options and defining what they need from a partner.
        • Detailed resources like RFQ guides, downloadable specifications, and comparison tools can help prospects align their requirements with your offerings, positioning you as the obvious choice.

      Accompanying this framework, the infographic below visually breaks down each stage, showcasing how your content and outreach strategies should align with the mindset of your buyers at every step. By understanding and addressing these stages, you can drive not just leads, but the right leads—those who are primed to engage with your brand and convert.

      Worth noting, the website lies at the core of most of these buying processes. While there may be some external channels such as LinkedIn and industry publications mentioned, the bulk of the marketing channels point back to or are derived from your website. 

      In the perfect scenario, your CDMO would have processes in place for all of these buckets. However, a good starting point would be the build out of the website itself, the site architecture and SEO mentioned above, and Google Ads and LinkedIn Ads running in tandem.

      Online Presence and Content Marketing for Your CDMO

      At Digital Elevator, we approach biotech content marketing from a repurposing point of view. For example, if the goals are to create assets like white papers, blogs, and LinkedIn posts, we’d first determine the topics that our CDMOs want to talk about and the subtopics that provide value to their prospects.

      From there, we’d create a white paper that could then be repurposed into three or four blogs as subtopics, and then our clients could repurpose elements of the blog or white paper into another 10 or so social media posts. For example, a white paper on viral vector manufacturing could generate blog topics such as regulatory considerations, scaling production, and emerging trends in viral vector technology.

      The white paper, in addition to being a downloadable asset on their website or something to distribute to their prospects via email, could also serve as a lead generation and brand awareness asset for a LinkedIn Ads campaign. 

      From our point of view, the blogs would be SEO-driven and focused on keywords to drive organic traffic while the white paper could help garner visibility via LinkedIn Ads to an audience that may have limited visibility or awareness of the brand. 

      Thus, we are driving brand awareness, pushing prospects down a sales funnel, and establishing trust based on the ways we know prospects buy. Combined with bottom funnel service pages, this encapsulates most of the buying journey.

      However, to reinforce the way we know people build trust with brands, we may also promote the creation of case studies. Case studies are invaluable for CDMOs. They’re proof you can deliver, whether it’s scaling complex biologics or navigating regulatory challenges. Pair these with thought leadership content like white papers, webinars, and conference presentations to establish your credibility. This kind of content resonates with decision-makers and builds trust over time.

      Here’s an example of benefit-driven case studies from AGC Biologics, with one topic about cost savings and the other about an upgrade from a well-known competitor. 

      CDMO Marketing Has Many Layers, Focus on the One’s Most Important

      When we work with CDMOs on their marketing, our process is often the same. We look to see where we can provide the most value the quickest based on the client’s goals of speed or weakness in marketing. 

      For fast results, a paid media strategy – using Google and LinkedIn Ads – is what we recommend. For establishing touchpoints earlier in the sales cycle that are more sustainable than paid ads, we recommend SEO and content marketing. Both approaches can work in tandem, and that is the most effective way to get in front of CDMO prospects in all stages of the buying process.

      For help with your CDMO marketing strategy across all stages of the buyer joruney, reach out to Digital Elevator today.

      Pharmaceutical Industry Statistics: Unveiling the Global Biotech Landscape in 2025

      Posted on by Daniel E. Lofaso

      From groundbreaking therapies to cutting-edge research, the biotech sector has emerged as a global powerhouse.

      In this article, we delve into the captivating realm of biotech, exploring statistics – including the impressive global pharmaceutical revenue by technologies, the value share of the biotech sector worldwide by country, and the number of public biotech companies in the United States.

      These metrics provide the most up-to-date information in biotech stats as of 2024.

      Table of Contents

      Global overview

      Global market growth to exceed $1 trillion

      The global prescription drug market is projected to see significant growth between 2022 and 2030. In 2024, worldwide prescription drug revenue is expected to reach $1.12 trillion, with revenues anticipated to surpass $1.7 trillion by 2030. This growth is fueled in part by the rising demand for orphan drugs, which are specialized treatments designed for rare diseases.

      Global pharmaceutical revenue by technology

      Global pharmaceutical revenue from 2012 to 2026 is categorized across different technologies. Biotechnology accounted for $266 billion in drug revenues in 2019, a figure that has been steadily growing for the past several years. It is projected to reach $505 billion by 2026, while the conventional drug market is expected to be worth $681 billion that same year. 

      Value share of the biotech sector worldwide by country

      In 2021, the United States emerged as the dominant force in the global biotech industry, commanding nearly 59% of the total global biotech value. Meanwhile, China accounted for approximately 11%.

      Value share of the biotech sector worldwide by therapeutic area

      The global biotech sector witnessed the dominance of oncology, which commanded a substantial value share of approximately 39%. This underscores the immense focus and investment in advancing cancer treatments and therapies.

      The therapeutic landscape of the biotech sector also revealed other significant areas of interest. Neurology and rare diseases each held an 11.6% value share, reflecting the growing attention given to understanding and addressing neurological disorders and rare medical conditions.

      Top global biotech companies selection based on market cap

      In November 2022, Roche, a company based in Switzerland, was the top biotech company in the world with a market capitalization of $268.27 billion. US-based AbbVie came in second with a market cap of nearly $257 billion during the same period while Danish biopharmaceutical manufacturer Novo Nordisk ranked third with approximately $192 billion.

      Top global biotech companies based on number of employees

      As of 2022, Danish biopharmaceutical manufacturer Novo Nordisk had nearly 48,000 persons employed worldwide.

      US and European landscape

      Number of public biotech companies in the US by region

      With a total of 107 public biotech companies operating in the region, Northern California ranked second among the top biotech regions in the country. Massachusetts held the leading position with 152 public biotech companies, a testament to its advanced biotech ecosystem.

      European countries based on the number of public biotech companies in 2021

      Sweden led the way in Europe with 79 public biotech companies, followed by the UK with 57, France with 41, and Germany with 23. The Netherlands ranked lowest on the list, with only seven public biotech companies. 

      Market capitalization of US biotech companies by region

      Massachusetts and Northern California have some of the most successful public biotechnology companies in the United States, totaling $344,979 million and $278,598 million in market capitalization, respectively. Southern Californian public biotech companies have a market capitalization of $268,827 million, while those in New York are worth $86,496 million.

      European countries by public biotech company market capitalization

      Germany emerged at the forefront, boasting the highest market capitalization of nearly $83,725 million. This achievement was primarily driven by the success of BioNTech, renowned for its groundbreaking COVID-19 vaccine Comirnaty.

      Denmark secured a significant market capitalization of $61,529 million, followed closely by Ireland with $41,461 million.

      The Netherlands showcased a robust presence with a market capitalization of $34,744 million, while the UK and Sweden exhibited notable figures of $25,779 million and $22,098 million, respectively. 

      Focus: US companies

      Sales per employee of select US biotech and drugs companies

      As of the third quarter of 2022, US biotech company Gilead Sciences reported $2.3 million in sales per employee for the preceding twelve months. Amgen and Biogen came in second and third, with sales-per-employee figures of roughly $1.3 million and $1.13, respectively.

      Research & development

      Clinical trial retention remains a massive problem

      Trial retention remains a critical factor in the success of clinical studies, yet significant challenges persist. According to Accenture:

      • Awareness Gap: Only 5-10% of eligible patients are aware of ongoing clinical trials, highlighting a major hurdle in recruitment.
      • Dropout Rates: 30% of patients discontinue participation due to non-clinical issues, such as logistical challenges or lack of support.
      • Early Terminations: 19% of trials close or terminate prematurely because of insufficient participants, resulting in an estimated $800 billion in lost value.

      Top global biotech companies – R&D expenditure

      In 2021, Danish biopharmaceutical major Novo Nordisk demonstrated a strong commitment to research and development in the field of biotechnology, spending $2.7 billion on R&D. Metrics such as R&D intensity (13.6%), productivity and success rate all suggest that Novo Nordisk’s investment in research and development is paying off well. 

      Top 50 global pharmaceutical and biotech companies by R&D intensity

      R&D intensity is calculated by taking a company’s R&D expenditure and dividing that figure by its sales. Everest Medicines had the highest R&D intensity at 1,109,828% and Arena Pharmaceuticals came in second at 776,783%. 

      Average R&D cost to develop new biopharma

      According to the data, the average cost to develop a new drug is approximately $2.3 billion.

      Rate of return on biopharmaceutical late-stage R&D pipeline

      The internal rate of return (IRR) on biopharmaceutical late-stage R&D pipelines varied between 2013 and 2022. The rate of return decreased from 7.2% in 2014 to 1.5% in 2019. The numbers increased to 6.8% in 2021 before another sharp decline to 1.2% in 2022.

      Products

      AI in drug discovery to reach $3 billion

      AI investments in the pharmaceutical industry are projected to reach $3 billion by 2025, as companies leverage the technology to reduce drug development time and costs.

      Global biotech drugs sales

      In 2012, biotechnology drugs generated sales amounting to $149 billion. However, this figure was projected to surge to over $420 billion by 2022. This significant increase highlights the expanding market presence of biotech drugs and their growing share in the overall global pharmaceutical industry. 

      Other estimates indicate a growth to USD 1,683.52 billion by 2030.

      Projection of top 2023 pharma and biotech launches by revenue

      A highly anticipated product launch in the biotech and conventional pharmaceutical sectors is the Alzheimer’s disease treatment Lecanemab, jointly developed by Eisai and Biogen. It is scheduled for launch in 2023 and is expected to generate approximately three billion US dollars in revenue by 2028. 

      Total US pharma and biotech product sales 5 years after launch

      In 2021, product revenues in the US totaled $24.5 billion for products launched five years earlier. This is a sharp increase from 2007, when sales under the same heading were valued at $4.3 billion.

      US biopharmaceutical export volume

      The value of US biopharmaceutical exports quadrupled between 2002 and 2021 to reach an estimated $83 billion.

      Funding/M&A/IPOs

      Total raised capital in US and Europe biotechnology industry

      In 2021, the combined biotech industry in the US and Europe raised over $115,300 million in capital, including risk capital, IPOs, follow-on, and debt. This was a fall from the capital raised in 2020, which stood at $119,900 million.

      Venture capital in US and Europe biotechnology industry

      In 2021, the biotech industry in the US and Europe raised over $26 million in venture capital. This was a large increase from the amounts raised in 2019 and 2020, which were $18 billion and $18.1 billion, respectively.

      US bioscience venture capital investments by segment

      Over $53 billion was invested into healthcare technology systems from 2018-2021.

      Biotechnology funding by National Institutes for Health

      The National Institutes of Health (NIH) played a significant role in funding biotechnology research and development in the United States. In fiscal year 2021, the NIH allocated approximately $7.85 billion toward biotechnology funding.

      Select M&As involving US and European biotech companies

      2022 saw several M&As involving US and European biotech companies. Amgen acquired Horizon Therapuetics, a deal with a potential value of €27.8 million. Meanwhile, Pfizer took over Biohaven Pharma, which was valued at  €11,600 million.

      Compensation in biotech

      Select large biotech firms by CEO compensation

      In 2019, several large biotech companies awarded significant CEO compensation. Daniel O’Day of Gilead received $29.11 million, Rick Gonzalez of AbbVie took home $21.61 million, Leonard Schleifer of Regeneron received $21.46 million, and Robert Bradway of Amgen was richer by $19.61 million.

      These compensation figures reflect the recognition and remuneration bestowed upon these CEOs for their leadership and contributions to their respective biotech companies.

      Top biotech & pharma firms by median employee pay

      In 2019, Madrigal Pharma secured the top spot for median employee compensation among 231 surveyed companies in the biotech and pharma sector. The median employee at Madrigal Pharma received a remarkable compensation of $791,000 that year. Mirati Therapeutics came in second, offering employees a median compensation of $588,168.

      Widest CEO-employee pay gap among biopharmaceutical firms

      In 2019, Mylan NV had the widest CEO-employee pay gap among biotech and pharmaceutical companies. Mylan’s CEO received a compensation package that was 427 times higher than the median pay of an employee that year. 

      Smallest CEO-employee pay gap among biopharmaceutical firms

      Geron and Esperion Therapeutics had the lowest CEO-employee pay gap among biotech and pharmaceutical companies, with their CEOs getting just four times the median employee salary. In contrast, Instellia Therapeutics recorded the highest pay gap with a 9x difference between the salary of the CEO and a median employee.

      Top biotech female CEO compensations

      The CEO of United Therapeutics, Martine Rothblatt, received a total compensation of roughly $46 million, which made her the best-compensated female biotech CEO. She was followed by Elizabeth Barrett, CEO of UroGen Pharma, who earned close to $26 million, and Cynthia Collins, CEO of Editas Medicine, who received $14.48 million.

      Pharma Statistics in 2024

      We hope our exhaustive exploration of key statistics of the biotech industry has helped shed light on various aspects of this critical sector. From global pharmaceutical revenue distribution by technology to the value share of the biotech sector worldwide, these figures capture the immense scale and potential of biotechnology.

      As the biotech industry continues to thrive and revolutionize the world of healthcare, companies need to effectively communicate their innovations, breakthroughs, and value propositions. 

      Step into the spotlight with Digital Elevator, the leading biotech marketing agency ready to amplify your brand’s impact. Schedule a discovery call with our experts today to find out more!

      Guide to Hiring Science Writers: Skills, Rates, & Career Insights

      Posted on by Daniel Lofaso

      In a time where AI content writing is taking the place of humans, the need for specialized science writers has never been more demanding. As advancements in life science and biotechnology are constantly evolving, getting your message across clearly and accurately can spell the difference between communicating clearly to an acquisition partner, or failing short of impressing your target audience due to poorly executed content.

      Science writers, and therefore accurate scientific content, can span multiple sectors such as healthcare, tech, and environmental science. They can also be utilized beyond research or technical writing, for marketing purposes. 

      Whether you are hiring science writers, require one for marketing, or want to get into a scientific writing career, there is something to learn in this post. 

      Table of Contents

      What Does a Science Writer Do? Science Writing Careers

      Marketing Communications

      At Digital Elevator, our biotech marketing agency understands that translating complex scientific concepts into clear, engaging content is essential for effective marketing communications. Our science writers, typically PhDs, often play a critical role here, helping businesses and institutions develop blog articles, service pages, and other high-value content that resonates with their audience. From educating readers on groundbreaking research to supporting product and service narratives, skilled science writers bring expertise to every piece they craft.

      Science Journalism

      Science journalists make scientific developments accessible to broader audiences by crafting stories for mainstream publications, niche science magazines, and news outlets. They may write for online news platforms, print magazines, or broadcast channels, translating complex information into formats that keep the public informed and engaged.

      Public Communications

      Science writers working in public relations and communications develop press releases, reports, and content for governmental agencies, research institutions, and professional societies. They frequently work with universities or research groups, often assisting with grant proposals, reporting breakthroughs, and fostering public interest in scientific advancements.

      Technical Writing in Industry

      Within private industry, technical writers focus on creating product documentation, technical bulletins, and press releases tailored to scientific and engineering audiences. Their work ensures that complex details are clearly conveyed to technical stakeholders and assists in the creation of technical papers that showcase industry innovations.

      Editing and Content Refinement

      Science editors work behind the scenes to polish and refine articles for academic journals, tech and science publications, and government reports. Whether for digital magazines or scientific journals, these editors ensure that all content is accurate, clear, and consistent, helping maintain high-quality standards in science communication.

      Key Skills to Look for in a Science Writer

      When hiring a science writer, it’s essential to look for a blend of specific skills that ensure content is accurate and compelling. As it relates to marketing and search engine optimization (SEO), this also means the content is optimized for reach. Here’s what top-notch science writers bring to the table:

      Scientific Knowledge

      A strong foundation in science is critical. Effective science writers understand core concepts and terminologies, making it easier for them to convey complex information accurately and without losing nuance. This knowledge allows them to communicate with authority and clarity.

      Adaptability

      Science writers often handle diverse topics, from healthcare innovations to environmental science and tech advancements. The best writers can shift seamlessly between subjects, keeping content relevant and tailored to the specific needs of each project.

      Industry-Specific Insight

      Each industry has its own language, audience, and approach. Science writers who can align their work with industry-specific expectations add value by producing content that speaks directly to the audience’s needs and interests.

      Industry-specific insight may be related to work experience or education. For example, if you are focused on PhDs, you may want to seek science writers with that specific education. MDs or DOs are also science writers, as are those with MBAs, or general degrees. Consider this as you perform your research and weigh how important it is to you.

      At Digital Elevator, we carefully vet our science writers for these skills. Each writer is selected for their ability to combine deep scientific understanding with the adaptability needed to produce high-impact content. As it relates to SEO and writing content for search engines, we generally look for writers who can follow our keyword research content briefs but also have skills in copywriting. 

      Where to Find Qualified Science Writers

      Finding qualified science writers is not difficult to do given the wealth of platforms with highly skilled professionals. However, the type of writing you need may shift your focus to one platform over another. 

      Specialized Marketing Agencies

      If you need marketing-related scientific content such as website content, blog posts, white papers, resource pages, or product and service pages, working with an agency like Digital Elevator will be your best bet. Working with an agency ensures the best writers are already pre-qualified for you with the added benefits of an editorial team, SEO team, and graphic design team, if needed. 

      Freelance Platforms

      Kolabtree

      Kolabtree is the most popular platform for connecting with freelance science writers, often with no agency affiliation. You can select them by area of expertise, view their previous projects, and even have them bid on your projects.  

      Upwork

      Upwork is a popular freelancer platform, although it is not specific to the scientific community as is Kolabtree. The writers here may bill less per hour, but are likely to be slightly less qualified than what you might find on Kolabtree.

      National Association of Science Writers

      NASW has a database of 1,000s of science writers along with their expertise. Given the primary focus of the organization, it is a great place to find writers. The downside is that filtering options are not as robust as Kolabtree, requiring a bit more manual work to find writers.

      How Much Do Science Writers Charge?

      The rates of science writers vary depending on the level of expertise, their specific scientific background, and whether you require additional editing and proofreading services as you would get with an agency.

      Agency

      At an agency, expect to pay $250 to $400 per hour. Keep in mind this often comes with editorial processes, copywriting expertise, and done-for-you publication.

      Freelance writers

      Freelance rates can vary greatly depending on expertise, ratings within a given platform (writers with fewer or no ratings will often be cheaper), experience specific to scientific writing, education, and country of origin. Expect to pay anywhere between $50/hour and up ($100 an hour seems to be a common rate), and flat fee rates of as much as $2,500 for specific types of content, like blogs.

      Science Writer Salary

      Should you want to hire a full-time science writer or if you are a science writer wondering what you can expect, here is some information that will be helpful.

      Glassdoor: $80K – $147K/yr

      ZipRecruiter: $70,499

      How to Work Effectively with a Science Writer

      You can never provide too much context or information to a writer. Giving examples, providing content outlines, or setting expectations around quality and rounds of edits should be done upfront. If you are working with a new science writer, start with a small project before investing in larger projects to get an idea of how they work and how you like their communication, availability, turnaround time, and quality. 

      Work with Our PhD Writers

      If you need scientific writing services or content related to marketing communications, contact Digital Elevator today. We can help you strategize, research, and execute specialized life science or biotech content writing content with a specific focus on promotion and marketing. 

      If you are a science writer and are interested in joining our pool of vendors, feel free to drop us a line as well.

      FAQ

      What should I look for in a science writer?

      When hiring a science writer, prioritize candidates with a solid foundation in scientific knowledge, proven adaptability across topics, and a talent for storytelling. Look for writers who understand SEO if your content needs to be optimized for search engines. Additionally, consider any industry-specific experience or relevant degrees (such as PhDs, MDs, or MBAs) that align with your content needs.

      What industries benefit most from science writers?

      Science writers are invaluable in sectors like healthcare, biotechnology, life sciences, technology, and environmental science. They help communicate complex ideas clearly, supporting areas such as marketing, public communications, product documentation, and academic publishing.

      How do I know if I need a freelance or full-time science writer?

      Consider a freelance writer if your needs are project-based or if you require specific expertise periodically. Full-time science writers are ideal for companies with ongoing, diverse content needs. An agency can also bridge this gap, providing vetted, highly qualified science writers with editorial support and SEO expertise.

      How much should I expect to pay for a science writer?

      Rates vary based on expertise and format. Agencies may charge $250-$400 per hour, typically including editorial support and SEO services. Freelance science writers range from $50 to $100+ per hour or may offer flat-rate fees for specific content types. Full-time science writers typically earn annual salaries between $70,000 and $147,000.

      How can Digital Elevator help me find the right science writer for my needs?

      Digital Elevator connects you with highly qualified science writers with PhD-level expertise. Our vetted writers, backed by our editorial and SEO teams, are skilled in translating scientific content into compelling, marketing-friendly materials tailored for your audience. We can handle everything from research and content strategy to polished, publication-ready copy.

      Hire science writers from Digital Elevator today.


      Schedule a discovery call today to discuss your content writing needs. Our team specializes in content writing for marketing purposes, written by PhDs.

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