Category: Biotech

The Ultimate Guide to Biotech Marketing

Posted on by Daniel E. Lofaso

The biotech industry is an extremely competitive landscape, with an estimated 9,022 companies across the various sectors and sub-sectors.

With so many players vying for attention, it is crucial for biotech companies to have a comprehensive marketing strategy in place that will help them stand out from the crowd as they seek favorability with clients, investors, potential partners, prospective employees, and, of course, the media.

In general, biotech companies can be split into three buckets of marketing, all of which can benefit from this guide.

  1. Emerging– Most emerging biotech companies have goals of raising capital, partnering, or commercializing their products, but tend to be in a pre-sales or revenue state.
  2. B2B– Established biotechs are primarily comprised of B2B companies selling to other biotechs.
  3. Pharma– B2C pharma companies with commercialized products selling primarily to consumers or vying for the attention of HCPs.

These companies tend to require different marketing strategies as they are catering to different audiences and buyer personas. More on that below.

Table of Contents

Foreword

As a veteran biotech commercial planning and commercial optimization contact once told me:

Every clinician thinks their product is the best, but the reality is that if the brand awareness and relationships that are made through marketing and PR aren’t there, emerging companies will face an uphill battle differentiating, meeting stakeholders, and forming strategic partnerships.

This guide aims to provide your company with a holistic understanding of marketing, from identifying its target audience to measuring your success. By following the advice provided, you can make smart decisions about marketing vendors, budgets, and brand exposure, ultimately helping you to gain a competitive edge in the industry.

The takeaways will be less about the actionable marketing initiatives you need to take and more about the marketing arenas you should consider planning for along with a marketing partner who has your best interests, and budget, in mind.

Understanding Your Audience

Understanding your audience is a crucial first step in developing a successful marketing strategy for biotech companies. This involves identifying your target audience, conducting market research to understand their needs and behaviors, and developing buyer personas. 

Identifying target audience

The first step is to identify your target audience. As a scientist or CEO of an emerging biotech company, your audience may include investors, potential partners, researchers, clinicians, or even patients.

For B2B biotechs, you are likely gearing your marketing up to speak to the types of companies that purchase your products or services, as well as the job titles that you’ve identified are involved in this buying process.

By understanding who your audience is, you can tailor your marketing efforts to reach them effectively. For example, if your audience is investors, your marketing messages should focus on the potential return on investment and the commercial viability of your product.

Conducting market research

The next step is to conduct market research to understand your audience’s needs and behaviors. This involves analyzing data on their demographics, behavior patterns, and preferences. By doing so, you can gain insight into what motivates them to make decisions, what challenges they face, and how they prefer to consume information. This information can then be used to develop a targeted marketing campaign that speaks directly to your audience’s needs.

At Digital Elevator, we recommend that our B2B clients engage in a market research survey that helps our clients see how their prospective clients see them. For example, we have a case study that highlights how we helped an eCommerce biotech with the following:

  • Gathered biotech decision-makers by title, seniority, industry, and company size and showed them the two landing pages on the existing website.
  • With personalized questions, we were able to survey the client’s ideal customer profiles to get their feedback on the product and service pages, and how they felt about the offerings.
  • We workshopped on these findings and updated the sales copy and page designs.

This market research had an immediate impact on sales and conversion rates and helped the client see how they were viewed from the eyes of their prospects.

Developing buyer personas

Finally, developing buyer personas can help you understand your audience on a more personal level. A buyer persona is a fictional representation of your ideal customer, based on research and data. By creating a detailed profile of your target audience, you can gain a better understanding of their motivations, pain points, and buying habits. This can help you tailor your marketing messages and create content that resonates with them on a personal level.

By identifying your target audience, conducting market research, and developing buyer personas, you can create targeted marketing campaigns that resonate with your audience, ultimately helping you to achieve your marketing goals. Once this is done, the marketing comes easier.

Get a free marketing proposal 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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Biotech Marketing Focus Areas

The next steps are generally performed in the order presented, as this is the most logical way to carry out a marketing campaign. Some of these marketing initiatives may or may not apply to your biotech brand, you’ll have to determine the potential efficacy of each channel with your marketing team.

Logo & Branding

Building a strong brand identity is crucial for biotech companies looking to stand out in a competitive market. One of the first steps in creating a brand identity is designing a logo that accurately represents your company’s values and mission. A logo is a visual representation of your brand and serves as a key element in all of your marketing materials. 

The process of creating a logo typically involves several steps. The first step is to develop a creative brief, which outlines the goals and objectives of the logo design. This brief should include information about your company’s values, mission, and target audience. From there, your vendor will typically present several logo design options for you to choose from, which can then be refined based on your feedback. Once a final design is chosen, the vendor will provide you with the necessary files and formats to ensure that the logo can be used effectively across all marketing channels.

In addition to a logo, a brand guide should also be developed at this stage. A brand guide is a comprehensive document that outlines your company’s brand identity and provides guidelines for its use. This includes information on your logo, color schemes, fonts, and other visual elements that should be used consistently across all marketing materials. By establishing these guidelines, you can ensure that your brand remains consistent and recognizable across all channels.

Creating a strong brand identity is essential for biotech companies looking to build trust with their target audience and stand out in a competitive market. 

Biotech Logo & Branding Costs

Expect to pay anywhere between $5k to $10k for smaller agencies for this type of work and as much as $50k for larger agencies. If you are budget-conscious, consider sourcing talent on a site like 99designs.

Web Design

Having a strong web presence is crucial for biotech companies looking to establish themselves in the industry. In today’s digital age, a company’s website is often the first point of contact for potential clients, investors, partners, and employees. As such, it is important to ensure that your website accurately represents your brand and provides visitors with the information they need to make informed decisions.

As a leading biotech web design agency, we recommend different approaches depending on the type of company you are.

Emerging biotech website considerations
For smaller, emerging biotech companies, we recommend starting with a basic 5-10 page website that includes various sections on their leadership team, science, clinical trials, pipeline, press releases, and contact information. 

A life science hero image from Ironshore Pharma

These sections are essential for providing visitors with a comprehensive overview of your company’s activities and achievements. The leadership team section, for example, should include bios and photos of key executives, while the science section should provide an overview of your technology platform and any patents or intellectual property you may hold.

The Leadership section from Ironshore Pharma

Clinical trials and pipeline sections are also critical for demonstrating your company’s potential for success. These sections should provide detailed information on any ongoing or completed clinical trials, as well as an overview of your product pipeline and development timelines. Press releases are another important component of a biotech company’s website, as they showcase the company’s latest achievements and milestones.

An example of a Pipeline page from Novita Pharma

Contact information is also an essential element of a biotech company’s website. This should include a phone number, email address, and physical address, as well as links to any social media profiles or other digital channels.

B2B biotech website considerations
For an established B2B biotech actively selling products, services, or via eCommerce, we recommend a much more comprehensive website strategy involving information architecture audits, UX/UI considerations, SEO, sales copy, and the continuation of a resource-rich website that helps educate prospects for what are normally long sales cycles.

Biotech Website Costs

For a professionally designed website built by an agency with experience in biotech, the prices can vary greatly. Specialized agencies who build simple, small websites are often found in the $15k to $25k range. For projects that require more planning and consideration into information architecture, UX/UI, and graphic design, expect projects to easily venture into the $40k to six-figure range depending on site size and integrations.

Note that the more complex the graphic design (ex. custom animation), integrations (CRM, ERP, eCommerce, etc.) the more expensive websites can get.

Graphic Design

For biotech companies of all sizes, graphic design is an essential tool for communicating complex scientific concepts to a broader audience, particularly those audiences who may need visual representations to quickly grasp your technology (which, let’s be honest, is everyone).

There are several elements of graphic design that are particularly important for you, including:

  • data visualizations
  • animations
  • medical explainer videos
  • infographics 
  • print adverts
  • digital creatives
  • presentations
  • conference and booth creatives
  • email content 
  • landing pages

Data visualizations are critical for biotech companies, as they enable the clear and concise presentation of complex scientific data. By transforming raw data into visual representations, such as charts, graphs, and diagrams, you can help to communicate your findings to a broader audience. Animations and medical explainer videos are also effective tools for illustrating complex scientific concepts, such as how a particular drug works in the body.

Infographics are another important element of graphic design for biotech companies. These visual representations can help to distill complex information into a more easily digestible format, allowing audiences to quickly grasp the key takeaways of a particular scientific study or concept. Print adverts and digital creatives, such as social media posts and banners, are also essential for promoting your products and services to a wider audience.

Presentations are an important part of the biotech industry, as they allow you to showcase your latest research and development efforts to potential investors and partners. Conference and booth creatives, such as banners, flyers, and other promotional materials, are also important for creating a strong brand presence at industry events. Email content and landing pages are also critical for biotech companies looking to engage with their target audience and convert leads into customers.

Biotech Graphic Design Costs

The costs of creative materials vary from company to company and can depend on factors such as whether you need an ongoing retainer or a la carte items. Each item can have significant cost differences as well. For example, a magazine graphic for print would be much more approachable than a medical explainer video. Expect to pay $175 an hour to as much as $400 an hour, depending on the agency and their background.

Public Relations

Public relations (PR) is a crucial element of marketing for emerging biotech companies. It is a must-have if you are looking to raise funds, partner with other companies, or get acquired. PR can help you to create a strong brand image, establish credibility, and gain exposure to potential investors, partners, and customers.

PR services for biotech companies can include:

  • developing a public relations strategy
  • message development
  • media training
  • media relationship management
  • podcast interviews
  • press release creation and submission
  • content creation
  • thought leadership outreach
  • award submissions
  • trade show pitching
  • editorial calendars
  • KPI measurement

Developing a biotech public relations strategy is the first step in creating a successful PR campaign. This involves defining your key messages, target audience, and goals for the campaign. Message development is also essential, as it ensures that all communications are consistent and aligned with your overall brand message.

Media training and relationship management are also critical for biotech companies, as they help to ensure that spokespeople are prepared and confident when engaging with the media. Podcast interviews can be an effective way to reach a targeted audience and showcase the company’s expertise in a particular area. Press release creation and submission are also essential for getting the word out about new products, partnerships, or research findings.

Content creation and thought leadership outreach can help you to establish yourself as an expert in your field and position yourself as a leader in the industry. Award submissions and trade show pitching can also help to increase visibility and credibility within the industry.

Editorial calendars and KPI measurements are important for tracking the success of a PR campaign and making adjustments as needed to ensure that it is meeting its goals.

While PR is not limited in effectiveness to emerging biotechs, this is what I’d call a must-have for companies looking to get some better exposure. PR for larger, more established brands is also important as brand awareness and the trust that inherently comes from being published in major industry publications cannot be overlooked.

Biotech PR Costs

Public relations costs will vary more than perhaps any marketing channel on this list. Depending on the prestige of the PR firm you hire, the relationships in place, and the number of hours spent getting your brand featured, the fees can vary greatly. For boutique PR firms, expect to pay $5,000 to $7,500 a month, depending on the inherent newsworthiness of your business. For large PR firms, expect to pay $15k to $20k per month. Learn more about the services at our biotech PR agency.

SEO & Content Marketing

SEO and content marketing are vital components of brand awareness and lead generation. A well-optimized website can drive traffic for relevant searches and content marketing such as blog posts can help familiarize your brand with informational topics where your company may provide solutions.

In general, our agency finds that blending SEO and SEO-driven content marketing — meaning all the content published is researched with keyword volume in mind — is the best use of resources.

SEO services for biotech companies might include:

These services help to ensure that a company’s website is optimized for search engines and that it is providing value to its target audience.

Technical audits involve reviewing a website’s technical aspects, such as page load times, mobile responsiveness, and URL structure. Content audits involve assessing the quality and relevance of a website’s content and identifying areas for improvement. Keyword research helps to identify the keywords and phrases that are most relevant to the company’s target audience and that can help drive traffic to its website.

Competitive analysis involves analyzing the strategies and tactics of competitors in the industry and identifying areas where the company can differentiate itself. On-page SEO involves optimizing individual pages on the website for specific keywords and ensuring that they are properly structured for search engines. Link building involves acquiring high-quality backlinks to the website, which can help to improve its authority and visibility in search results.

Site architecture analysis and user experience analysis involve assessing the overall structure and usability of the website, including navigation, layout, and content organization. This helps to ensure that the website is easy to use and provides a positive experience for visitors.

Biotech SEO Costs

SEO and content marketing costs vary by agency. Digital Elevator, for example, focuses on SEO and content marketing initiatives that have business impact whereas other firms may sell you on the notion of running site audits and fixing technical issues. The impact of SEO and content marketing depends on the competitiveness of your topics, and the quality of work you need to outrank competitors. Expect to pay $6k to $8k a month for more streamlined SEO campaigns and as much as $10k+ a month for hyper-competitive content and outreach. You may also consider an AI SEO agency to help scale and automate content production without breaking the bank.

Paid media services are an effective way to drive traffic to your biotech company’s website or specific landing pages, but they also require careful consideration of regulatory restrictions. 

Paid media services include:

  • Google Ads
  • programmatic ads
  • CTV ads
  • native ads
  • display ads
  • social media ads

It is important to adhere to industry regulations when advertising healthcare products or services, including adhering to FDA regulations on advertising, ensuring that claims are supported by clinical data, and avoiding unsubstantiated or false claims. 

In addition, it is important to choose the appropriate channels and targeting options to reach the right audience while ensuring that the ads are compliant with industry regulations. A marketing agency can help navigate these complexities and ensure that your paid media efforts are compliant and effective.

Biotech Paid Media Costs

Paid media involves two costs: the cost of the actual ad spend, which goes directly to the ad platform, and the cost of management. While every product and campaign has different goals and target markets, there is a wide range of costs with paid media as it concerns the competitiveness of your products or services. For example, we’ve successfully run ads with a paid media budget of $3k a month, and have run other campaigns with budgets of 10x that amount. Most management fees will depend on the ad spend amount, with something like 15-25% of ad spend as an average fee, or flat fees, or flat fees plus a percentage of ad spend. Learn more about how agencies price PPC.

Social Media

Social media services can be an effective way for biotech companies to engage with their audience and raise awareness about their products and services. However, social media in the biotech industry can be challenging due to strict regulations around what can and cannot be shared publicly.

Social media services might include:

  • social strategy development
  • social calendar management
  • user research
  • social audits
  • user persona research
  • content guidelines
  • branding guidelines
  • social media ads.

Social strategy development involves creating a plan for how your company will use social media to achieve its goals. This includes identifying which platforms to use, how often to post, and what types of content to share.

Social calendar management involves scheduling and publishing content on social media platforms. This ensures that your company is consistently engaging with its audience and sharing relevant information.

User research involves understanding the needs and preferences of your company’s target audience. This information can be used to create content that resonates with the audience and drives engagement.

Social audits involve assessing your company’s current social media presence and identifying areas for improvement. This can include analyzing the content that is being shared, the engagement levels, and the overall effectiveness of the company’s social media efforts.

User persona research involves creating profiles of your company’s ideal customers. This information can be used to create content that is tailored to the specific needs and interests of the audience.

Content guidelines and branding guidelines help to ensure that the social media presence is consistent and aligned with its overall brand messaging. This includes guidelines around tone of voice, visual branding, and content topics.

Social media ads can be a powerful way for biotech companies to reach their target audience and promote their products or services. However, these ads must comply with strict regulations around advertising in the biotech industry.

Biotech Social Media Costs

Social media can be isolated into consulting or ongoing management. Consulting engagements can entail strategy or audits and can often cost $4k to $10k per project, sometimes more. For ongoing maintenance that includes creating content for clients, the monthly costs can be similar, however, the addition of video content on the agency side would greatly increase the monthly cost.

Budget Considerations for Biotech Brands

There are significant differences in cost between biotech marketing agencies like Digital Elevator and larger, well-known ad agencies, which can charge 2x to 5x as much as smaller agencies. 

While these larger agencies may carry a certain prestige and brand recognition, the higher costs are often attributed to the agency’s size and reputation rather than the quality of work or expertise offered. It is worth noting that while these larger agencies may have an impressive portfolio and a long history of successful campaigns, clients may be paired with junior-level marketing representatives once they sign on. 

On the other hand, smaller agencies like Digital Elevator may offer more personalized service, with experienced marketing professionals who are more invested in the success of their clients’ campaigns. These agencies can provide high-quality work at a lower cost, allowing emerging biotech companies to allocate their budgets more effectively while still achieving their marketing goals. Ultimately, choosing an agency comes down to balancing cost with the expertise and level of service provided.

Evolving Your Biotech’s Marketing With Your Company’s Evolution

As biotech companies progress through various stages, their marketing practices need to evolve. It’s important to recognize that not all biotech companies are speaking to the same audience at the same time. Some may be seeking patients for clinical trials, while others may be attracting investors or partners, and others trying to sell products or services to other biotech companies.

The key takeaway is that biotech companies need to improve their ability to identify target audiences and develop effective strategies to communicate with them through multi-channel marketing. Prioritizing marketing efforts alongside the science itself is crucial, as it can significantly contribute to the long-term success of the company.

Effective communication strategies are critical for success, and the right marketing partner can help. It’s essential to choose a marketing agency that understands the unique challenges and opportunities of the biotech industry and can provide tailored multi-channel marketing strategies that align with the company’s goals and target audience.

Overall, biotech companies need to be proactive in their marketing efforts, from creating a strong brand identity to developing a comprehensive marketing plan that includes public relations, content marketing, SEO, and social media. By doing so, they can effectively communicate their science and story to the right audiences and position themselves for success as they evolve over time.

Ready to Market Your Biotech?

If you are ready to share your science with the world and need a seasoned biotech marketing partner, contact Digital Elevator today to get a free analysis.

Get a free marketing proposal 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.

Let’s Talk

Biotech PR Strategy: Turn Innovation into News

Posted on by Daniel Lofaso

Effective public relations (PR) is crucial for the success of an emerging biotechnology company, with interesting insights and news to share within the industry. The promotion of this news, however, must be approached with care and is an integral part of a biotech public relations strategy, whether in-house or working with a biotech marketing agency like Digital Elevator.

Often, young biotech companies are eager to promote their brand and rush into PR without proper planning, which can have negative consequences. However, if done thoughtfully, PR can be a powerful tool to enhance a company’s reputation. 

The key to success is careful planning and the creation of a strategic PR plan that is supported by senior management. This approach can help companies avoid mistakes and achieve their desired outcomes.

Craft Your Message Around Your Target Audience

When it comes to PR, the primary objective of most emerging biotechnology companies is to increase visibility. However, this goal must be more specific to be effective. 

It’s essential for a company to identify its target audience and tailor its message to meet the specific needs of that audience. Biotechnology companies communicate with several audiences, including investors, potential partners, employees, the general public, and the media.

Investors are essential during all stages of a biotech company’s development, and they want to see progress in technology, management credibility, and investment in core technologies. The biotech investor audience is sophisticated and gathers information from various sources, including the trade press, financial press, websites, analyst reports, and conferences.

Biotech companies rely heavily on partnerships and collaborations for growth. Prospective partners look for innovative and effective tools, technologies, and complementary expertise in specific therapeutic areas. Companies need to differentiate themselves from competitors and build their profile to stand out from the competition.

A company’s employees are crucial to its success, and being well-known can make it easier to recruit and retain top talent. Employees want to work for a reputable organization that is respected in its field, so PR can help a company establish its name and reputation.

To further illustrate the importance of company reputation, I can share an example of a friend of mine who was being headhunted for a job at a successful biotech company. He told me he looked into the company online and was initially hesitant to accept an interview given the poor exposure the company had from previous employees. While he eventually accepted the position after learning of the new management, the public appearance proved to be a hindrance to his recruitment.

The general public’s perception of biotechnology is critical, as it affects the industry’s success. Companies need to consider the public’s concerns when planning PR campaigns and make sure their messaging is accessible to a non-scientific audience.

The media plays a vital role in shaping public perception, so it’s crucial to build relationships with key journalists, or work with biotech PR firms that have built-in relationships. 

Companies should take the time to explain their technology and business models, and ensure that the media accurately represents their messages. By doing so, they can avoid negative coverage and ensure that opinion leaders understand their business.

For successful PR, companies should ensure that all their communication efforts use the same themes and messages. This approach creates a consistent and coordinated face for the company, regardless of whether investor relations, PR, or marketing delivers the message. 

For young companies, the same team often handles all three, resulting in a highly effective and integrated communication strategy. However, for more mature companies, integration can be more challenging.

Consider Media Training to Understand What Journalists Want

At first, companies may feel nervous about sharing their news with the world, but as they become more familiar with the process, it can be an exciting and enjoyable experience. 

However, senior management is often particularly afraid of the media, likely due to seeing their peers suffer negative consequences from press coverage. As a solution, media training is recommended for all company spokespeople.

Media training is not just about memorizing scripted responses or avoiding difficult questions, as some people might assume. Rather, it is an opportunity to gain a deeper understanding of how the media works and what journalists seek from an interview. 

Most journalists are not trying to trap companies into saying something regrettable; they are simply looking for a story to publish. A good PR consultant can help by preparing the company spokesperson for the likely angle of the journalist and ensuring that the reporter gets the most appropriate story for their publication. 

By doing so, the interview is more likely to proceed smoothly and meet the expectations of both parties.

Plan for Ongoing Communication to Stay Visible

When determining when to begin a PR campaign, a young company must consider their communication objectives, such as raising funds, finding partners, or recruiting new staff, and the potential news flow over a certain period. 

One mistake made by many new companies is communicating “in isolation,” where they make one announcement and then remain silent for an extended period of time. This is not an effective use of their resources. 

Once the optimal time to start communicating has been identified, it is crucial for a company to maintain a steady stream of news to stay visible and avoid being drowned out by competitors.

A private company has more freedom to time its communications for maximum impact, which should be appreciated and used advantageously when compared to that of publicly-traded companies. 

For example, many biotechnology companies are eager to go public without considering the restrictions that come with it. Regardless of the market, anything that could affect the share price must be publicly disclosed immediately. This can be disadvantageous for the company and may force them to communicate with investors during less favorable times.

To develop a communication plan, a news flow and events calendar are essential tools. The calendar should include potential news announcements, financial reporting dates, planned patents and scientific publications, conference attendance and presentations, business travel for senior management, and corporate events. 

Each event should be evaluated for its potential to communicate the company’s message effectively. This exercise helps to identify patterns of high and low activity and pinpoint the best PR opportunities during a specific period.

Publication Considerations Across Peer-reviewed Vs Press Release Channels

Biotechnology companies are a source of innovative ideas and scientific breakthroughs. The ability to showcase new discoveries is essential to a company’s success, but sharing sensitive research through peer-reviewed channels poses risks to intellectual property. 

Companies are concerned about losing control over the timing and amount of detailed information released in publications. To overcome this, companies often opt to release news via press releases, allowing for complete control over information dissemination.

However, the use of press releases has its risks. Companies can be tempted to overstate facts, which can backfire and harm their reputation. In addition, some audiences remain skeptical of research that has not been peer-reviewed. 

Investors and journalists have been misled in the past by early promising results that failed to hold up in later studies. The potential damage of an announcement backfiring must be weighed against the perceived benefits.

Even if the news is truly sensational, the glory for the company can be fleeting. Fair-weather media supporters will be quick to criticize a company at the slightest hint of controversy. 

The effect of press releases on a company’s scientific reputation among peers is also a concern. Collaborators and external scientists may resent not having access to information that could advance their own research. Using non-peer-reviewed data to boost a company’s reputation can be seen as compromising scientific integrity. 

Lastly, pre-publication of scientific data by press release can compromise the novelty of a company’s work when submitted to top-tier scientific publications.

Working With PR Consultants

Start-up biotechnology companies often have varying levels of understanding when it comes to the function of public relations (PR), which can depend on the collective experience of their management team. 

In cases where the founding scientist is new to commercial ventures, their understanding of PR might also be underdeveloped. In such situations, it may take years for someone with significant commercial experience to join the management team and provide their expertise.

At this early stage, the company must decide whether to handle PR in-house or seek the advice of a consultant. If the company decides to proceed with formal PR, it will need to weigh the merits of both options and find the right balance between them. 

Access to senior management is crucial for a consultant to perform their work, while an internal person may have a better understanding of the technology and business strategy. However, an external PR consultancy can provide invaluable experience, industry contacts, and ensure that the company’s message is effectively communicated to the public, not to mention coming in at a price point that is more approachable than an in-house, full-time employee.

Biotechnology, with its complex science and growing public awareness, requires good-quality PR to communicate positive messages and avoid potential misunderstandings. Effective planning, strategy, messaging, and positioning are all critical elements of the process, and the best consultancies are those that review their client’s business and requirements through open and honest discussion to determine how best to handle PR.

If you are interested in working with a PR agency that specializes in life science and biotech, reach out to Digital Elevator today to learn about our approach.

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.

      Let’s Talk

      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.

      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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