Choosing a content creation partner is all about fit. The right agency understands your market, ships on a predictable cadence, and shows how each asset moves pipeline or product specifically for your niche.
This list highlights agencies with clear strengths, from search-led editorial and data storytelling to short-form video and product-led SaaS content. Each entry includes a “best for,” an ideal client profile, a content creation specialization, and a sample of notable clients so you can match capabilities to near-term goals.
While this is our list, we tried to keep it objective based on the particular strengths of each of the agencies listed.
Digital Elevator is a marketing agency that builds conversion-focused content for product-driven and eCommerce brands. The team combines subject-matter expertise with SEO, LLM optimization, UX, and design to create content that drives measurable business results. Programs emphasize middle- and bottom-funnel assets that support sales enablement, lead generation, and revenue growth. Editorial work is grounded in accuracy and quality, with expert review where needed. Reporting ties content directly to pipeline movement, conversions, and ROI.
Content creation specialization:
Conversion-focused content for product-driven, eCommerce, and B2B brands.
Ideal client:
Small to medium-sized organizations that need accurate, search-ready content with measurable impact across search engines and LLMs.
Notable clients:
McKesson
Fitness Mentors
Champions Oncology
Halo Labs
Siege Media – Best for content that earns links and media mentions
Siege Media runs search-led content programs that compound organic traffic. Core outputs include keyword-driven articles, statistics hubs, data studies, and integrated design. Digital PR supports link earning and topical authority. They also provide UX design services to help with content, and focus on content marketing strategies versed in traffic value.
Content creation specialization:
Content engineered for links and media placements; recent work also targets LLM visibility.
Ideal client:
Brands that want search-first editorial and design to win high-value rankings.
Brafton serves as a full-scale content partner across writing, video, design, SEO, and social. Each engagement begins with an editorial audit and audience research to set themes, formats, and goals. A single content calendar coordinates copy, design, and production so every asset supports the same story across blog, web, email, and social.
Content creation specialization:
Full-service content marketing across every medium.
Ideal client:
Organizations seeking end-to-end planning and production with ongoing optimization.
Notable clients:
EOS
STX Next
Hatfield
On Call International
Foundation – Best for content paired with structured distribution
Foundation specializes in B2B and SaaS programs grounded in market research and competitor analysis. Teams do ICP interviews, keyword and feature-gap studies, and message mapping to define the story and the formats that carry it. Best known for their robust content distribution and repurposing capabilities.
Content creation specialization:
Systematic repurposing and distribution (email, social, communities) to extend reach.
Ideal client:
SaaS and B2B teams that need market analysis and channel distribution.
Notable clients:
Canva
Webex
Mailchimp
Unbounce
Column Five – Best for data visualization for SaaS community building
Column Five is a visual-first studio that turns complex ideas into clear data stories. Designers translate insights into infographics, reports, and motion pieces that are readable, accurate, and accessible. They also create brand-consistent systems and template libraries so future content stays on voice and on grid, giving written assets a stronger spine and a longer shelf life.
Content creation specialization:
Reader-honest data storytelling with repeatable visual systems that keep future assets on brand.
Ideal client:
Teams that publish written content and need credible visuals to improve trust and comprehension.
Notable clients:
Dropbox
Instacart
J.P. Morgan Payments
Mozilla
LYFE Marketing – Best for short-form social video production
LYFE specializes in short-form social content for TikTok, Reels, and Shorts. The team is known for consistent short-form video output, clear deliverables, and practical reporting that helps brands see what works. They are particularly strong at packaging clips for on-platform performance, which makes it easier to build reach and repeat wins.
Content creation specialization:
End-to-end short-form video production anchored by simple testing and weekly sprints, supported by library case studies across SMB verticals.
Ideal client:
Small to mid-sized businesses seeking consistent short-form video output and basic performance dashboards.
Notable clients:
Hilton
Crunch
Domino’s Pizza
MADX Digital – Best for product-led SaaS content mapped lifecycle stages
MADX is a SaaS-focused SEO agency with content creation at the center of growth. They excel at selecting topics that map to real product use, turning features into search assets that attract and educate qualified users. The work compounds through internal linking, refresh cycles, and clear technical standards, with the goal of improving visibility quarter over quarter
Content creation specialization:
Scale-ready blog and resource production guided by audits, internal linking plans, and upgrade cycles proven in case studies.
Ideal client:
Software teams that want search-driven content tied to feature adoption and long-term visibility.
Notable clients:
Postalytics
UPSTIX
Veed.io
Roketto – Best for growth-driven inbound marketing
Roketto specializes in inbound marketing strategies that fuel sustainable business growth through SEO, content marketing, web design, and paid advertising. Their approach centers on data-driven optimization and HubSpot expertise, helping B2B and SaaS companies attract, engage, and convert high-quality leads. Each partnership begins with a growth strategy workshop to define buyer personas, map customer journeys, and align content with measurable revenue goals.
Content creation specialization:
Inbound content built around SEO, conversion optimization, and HubSpot automation.
Ideal client:
B2B or SaaS companies seeking a long-term inbound strategy that connects marketing performance to sales growth.
Notable clients:
Integricare
Ringy
Newbook
Strype Injury Lawyers
Content Creation FAQ
How do content creation services vary? One of the biggest variations between content creation providers is the types of content they specialize in, as well as the types of clients they serve. If you require ongoing content writing to support social sharing initiatives, you’d want to find a company that can help with scale. If you prefer bottom-funnel content that is less frequent but helps with sales, a content company like Digital Elevator that specializes in conversion-focused content is a good bet. That’s why we suggest understanding your content goals before reaching out to content teams.
How should I choose a content creation agency? Start with the primary goal you must ship this quarter. If compounding search is the goal, pick an SEO-first partner. If presentation is the gap, choose a design-first studio. For social cadence, use a short-form specialist.
What services usually come bundled? Topic research, briefs, drafts with editor or SME review, on-page SEO, design support, and basic distribution. Larger programs add PR, analytics, and quarterly planning.
How do I verify fit before signing? Request two samples matched to your use case, the original briefs, and one reporting snapshot. Confirm who owns strategy, production, QA, and distribution. It’s helpful to find an agency that has specific case studies of the types of work you are interested in or that is related to your specific niche.
What do content creation agencies charge? Content creation agencies typically charge $6k to $15k per month, or project, depending on the scope and assets required. Video projects may cost more than visuals, and visuals likely more than strictly text-based assets. Many of these agencies bundle services to produce their desired outcomes, so keep in mind the resources involved and why they are priced accordingly. Similarly, client portfolios are usually indicative of price; the more prestigious the clientele, the more the investment in content is likely to be.
As a CEO, marketing exec, or scientist-founder, navigating the complex realm of life sciences marketing requires strategic decision-making and a keen understanding of the value that the right biotech marketing agency can bring.
Just as scientific research is specialized and diversified, so too are the marketing agencies that cater to the life sciences industry. By carefully selecting a partner that specializes in your specific area of focus, you can unlock a wealth of expertise, tailored strategies, and industry insights that propel your organization toward its ultimate goals.
It’s important to distinguish that while there are many companies that say they do life science marketing, the list below is reserved for those that exclusively focus in this vertical, or have distinct divisions that do. Personally, I think that differentiator is very important. While this is our list, we tried to be as objective as possible in the agencies selected based on what we know about the specific areas of expertise.
I have been a healthcare marketer for nearly 15 years and am also the CEO and founder of a life sciences marketing agency. I know how to craft marketing strategies for companies of all sizes, have seen companies succeed (and fail) as a result of their marketing partners, and have an intimate understanding of the best life sciences marketing agencies and their various strengths.
Note: I’ll define the ideal client by the typical client type the agency works with.
A “small business” is defined as a company that makes under $38.5 million, and has less than 1,500 employees.
“Mid-market enterprise” is $38.5 million to $1 billion in annual revenue, and has 1,500 to 2,000 employees.
“Large enterprise” is over $1 billion in revenue each year with over 2,000 employees.
Digital Elevator
Digital Elevator is a life science marketing agency that specializes in eCommerce and product manufacturer biotechs. With nearly 15 years of experience, including Fortune 500 work, the agency focuses on high-growth, small to mid-market companies, providing content strategy, competitive intelligence, SEO and AI optimization, bottom-funnel content marketing, PR, and UX/UI design. Digital Elevator offers strategic consulting for teams needing to scale content operations while creating high-converting content optimized for search engines and AI platforms that drives measurable ROI.
Specialization:
Content strategy, content marketing, SEO & AI optimization, UX/UI for conversion rate optimization
Ideal client:
Small businesses to mid-market enterprise
Client examples:
McKesson, iQ Biosciences, Solvias, BMG Labtech, Waters Corp
IPG Health
IPG Health comprises over 20 full-service agencies and 18+ specialized agencies with clients that include the top 20 global pharmaceutical companies. IPG’s team of over 6,500 provides services across digital marketing, communications, data and analytics, and creatives. For innovative and high-touchpoint marketing campaigns on a national or international scale, one of IPGs marketing or specialty companies can likely assist in creating something memorable.
Specialization:
Full-service agency of record (AOR), public relations, market research, healthcare policy
Ideal client:
Large enterprise
Client examples:
Cologuard, AstraZeneca, Lilly
Ogilvy Health
Ogilvy Health is a global network that operates in the healthcare marketing and business solutions sector. The organization works with various clients, including pharmaceutical and biotechnology companies, medical centers, insurance providers, government health policy makers, and consumer health and wellness brands.
Their approach combines local market knowledge with global capabilities, allowing them to address diverse healthcare communication needs. Ogilvy Health’s scope extends beyond traditional health and wellness brands, as they aim to assist various businesses in integrating health-conscious messaging into their branding. The company adapts to different market conditions and project timelines, drawing on their experience across the healthcare industry landscape to develop marketing strategies and business solutions.
Specialization:
Branding, data and analytics, public relations
Ideal client:
Large enterprise
Client examples:
Bristol Myers Squibb, abbvie, Johnson & Johnson
Supreme
Supreme is a life sciences marketing agency with deep science industry expertise, providing digital marketing and website development services to pharma, device, diagnostic, and biotech brands. Their recent acquisition of a PR company has also widened their breadth of earned media services.
Specialization:
Digital marketing, lead generation, and PR and events
Ideal client:
Mid-market enterprise to large enterprise
Client examples:
FujiFilm, Covaris, 10x Genomics
Samba Scientific
Samba Scientific is known for its lead generation campaigns that combine audience profiling, tactical planning, and reporting. These efforts are supported by their specialization in webinar management and promotion, as well as conference conceptualization and lead generation.
Specialization:
Lead generation combined with event management
Ideal client:
Small business
Client examples:
Fabric Genomics, HTG
BioStrata
BioStrata is a Cambridge, England-based marketing agency that provides life sciences marketing services ranging from digital marketing, to lead generation, to tradeshow support. Their focus is on larger, enterprise clients, although some of their service offerings are approachable to smaller brands.
Specialization:
Brand awareness, lead generation, and product launches
Forma Life Science Marketing is a Raleigh, North Carolina-based marketing agency known for its work in brand strategy, implementation, internal employee coaching, and alignment. They also provide tradeshow and marketing support to help their clients with event management.
Specialization:
Brand strategy, identity, and market positioning
Ideal client:
Mid-market enterprise to large enterprise
Client examples:
Pfizer, Agilent, TearScience
Orientation Marketing
Orientation Marketing provides traditional and digital marketing services including media planning and PR, media buying, creative and web services. They work with clients across the pharma, biotech, analytical science, nutraceutical, food, and cosmetics space.
Specialization:
Brand awareness and lead generation
Ideal client:
Small business to mid-market enterprise
Client examples:
Catalent, SGD Pharma, Benecol
Patrick Wareing
Patrick Wareing is a digital marketing consultant with a background in scientific R&D and agency-side digital marketing who provides clients with content creation, SEO, and digital marketing training services.
Specialization:
Content creation, marketing strategy, social media
Ideal client:
Small business
Client examples:
Tip Biosystems, Fortis Life Sciences
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Guide to Working with a Life Sciences Marketing Agency
When considering a long-term partnership with a life sciences marketing agency, several key considerations can help guide your decision-making process. These considerations include:
Industry Expertise: Look for agencies with a deep understanding of the life sciences industry. They should be familiar with the unique challenges, regulations, and trends that shape your sector. Their knowledge and experience will enable them to craft targeted strategies that resonate with your audience.
Specialization: Assess the agency’s specialization within the life sciences field. Some agencies may focus on pharmaceuticals, while others excel in biotechnology, medical devices, diagnostics, or healthcare services. Choosing an agency that aligns with your specific area of focus ensures they possess the relevant industry connections and insights needed for effective marketing.
Track Record: Examine the agency’s track record and portfolio. Evaluate their past campaigns and case studies to gauge their ability to deliver results. Look for evidence of successful campaigns that have generated meaningful engagement, brand awareness, and business growth for their clients.
Strategic Approach: A reliable agency should offer a strategic approach to marketing, emphasizing thorough research, target audience analysis, and data-driven decision-making. Inquire about their methodologies, including how they develop marketing strategies, measure performance, and adapt to changing market dynamics.
Integrated Marketing Solutions: Consider whether the agency offers a comprehensive suite of marketing services to meet your needs. From digital marketing and content creation to branding, public relations, and event management, a full-service agency can provide a cohesive and integrated approach to your marketing efforts.
Collaboration and Communication: Strong collaboration and communication between your organization and the agency are vital for a successful partnership. Assess their ability to listen, understand your goals and challenges, and provide clear and timely updates on campaign progress. A transparent and collaborative relationship fosters trust and ensures that both parties are working towards shared objectives.
Scalability and Flexibility: Consider the agency’s ability to scale and adapt to your evolving marketing needs. As your company grows or enters new markets, the agency should demonstrate the capacity to expand its services, cater to changing requirements, and provide ongoing support.
Client References and Testimonials: Request client references or testimonials from the agency to gain insights into their working style, responsiveness, and overall satisfaction. Speaking with current or previous clients can provide valuable perspectives and help you assess whether the agency is the right fit for your organization.
By carefully considering these factors, you can make an informed decision when selecting a long-term partner for your life sciences marketing needs, positioning your company for sustained growth, industry leadership, and impactful brand recognition.
Life Sciences Marketing Agency FAQ
What are the different services life sciences marketing agencies provide?
Life sciences marketing agencies offer a range of services tailored to the unique needs and challenges of the industry. These services include:
Strategic Marketing Planning: Agencies collaborate with clients to develop comprehensive marketing strategies aligned with their business goals. This includes market research, competitive analysis, target audience identification, and the development of strategic plans to effectively position products or services.
Branding and Positioning: Agencies assist in creating and refining brand identities, brand messaging, and brand positioning strategies. They develop compelling brand stories, design impactful logos and visual assets, and ensure consistent brand representation across various marketing channels.
Digital Marketing: Agencies provide expertise in digital marketing channels, such as biotech content marketing, search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, content creation, email marketing, and online lead generation. They utilize data-driven approaches to optimize digital campaigns for maximum reach, engagement, and conversion.
Content Marketing: Agencies develop content strategies and produce high-quality content tailored to the life sciences industry. This includes educational articles, blog posts, whitepapers, case studies, videos, infographics, and other formats to engage and educate target audiences. Content marketing helps establish thought leadership, enhance brand credibility, and attract and nurture leads.
Thought Leadership and Public Relations: Agencies assist in establishing executives and key opinion leaders as thought leaders in the industry. This involves creating and promoting expert content, securing speaking engagements and media opportunities, managing press releases, and building relationships with relevant media outlets and influencers.
Event Management: Agencies coordinate and execute events such as conferences, trade shows, webinars, and product launches. They handle event planning, logistics, booth design, promotional materials, and audience engagement strategies to maximize brand exposure and generate leads.
Market Research and Competitive Analysis: Agencies conduct market research to provide insights into market trends, customer preferences, and competitive landscapes. They analyze data to identify opportunities, assess market potential, and refine marketing strategies accordingly.
Training and Education: Some agencies offer training and educational programs to empower life sciences professionals with marketing knowledge and skills. This can include workshops, seminars, or online courses focused on marketing strategies specific to the industry.
Life sciences marketing agencies provide these diverse services to help organizations navigate the complexities of the industry, effectively reach their target audiences, build strong brands, and achieve their business objectives.
What does life sciences marketing cost?
The cost of life sciences marketing can vary significantly depending on various factors such as the scope of services required, the complexity of the project, the size of the organization, the target audience, and the specific goals of the marketing campaign. It’s important to note that each marketing agency may have its own pricing structure and fee arrangements. Check out this guide on life science marketing for general pricing information.
What are some life sciences marketing trends?
Life sciences marketing is an ever-evolving field, influenced by emerging technologies, changing customer expectations, and industry advancements. Here are some key trends shaping the landscape of life sciences marketing:
Personalized and Targeted Messaging: Life sciences marketers are increasingly focusing on personalized messaging and targeted communication to engage their audiences. By leveraging data analytics, customer insights, and segmentation strategies, marketers can tailor their messaging to specific customer personas, addressing their unique needs and preferences.
Digital Transformation: The life sciences industry has witnessed a significant digital transformation, and marketing is no exception. Digital marketing channels such as websites, social media platforms, email marketing, and search engine optimization (SEO) have become critical tools for reaching and engaging target audiences. Marketers are investing in digital strategies to enhance brand visibility, drive customer engagement, and generate leads.
Content Marketing and Thought Leadership: Content marketing continues to be a powerful trend in life sciences marketing. Organizations are developing high-quality content, such as blog posts, articles, whitepapers, videos, and webinars, to educate, inform, and establish thought leadership. Valuable content helps build trust, credibility, and loyalty among target audiences, positioning companies as industry leaders and go-to resources.
Influencer Marketing: Collaborating with influential figures in the life sciences field, such as key opinion leaders, researchers, or renowned healthcare professionals, is gaining traction. Partnering with relevant influencers helps companies amplify their reach, increase brand awareness, and leverage the credibility and expertise of these influencers to promote their products or services.
Patient-Centric Marketing: With a growing emphasis on patient-centric healthcare, life sciences marketers are shifting their focus towards patient engagement and empowerment. Companies are creating educational materials, patient support programs, and online communities to provide valuable information, resources, and support to patients and caregivers, building strong relationships and loyalty.
Artificial Intelligence (AI) and Machine Learning: AI and machine learning technologies are being integrated into marketing strategies to enhance customer experiences, streamline processes, and drive insights. AI-powered chatbots, predictive analytics, and data-driven decision-making enable marketers to deliver personalized recommendations, automate customer interactions, and optimize marketing campaigns for better results.
Virtual Events and Digital Experiences: The COVID-19 pandemic accelerated the adoption of virtual events and digital experiences in the life sciences industry. Webinars, virtual conferences, and online product launches have become popular alternatives to in-person events. These digital platforms allow for global reach, cost-effective networking, and seamless knowledge sharing.
Regulatory Compliance in Marketing: With strict regulations governing the life sciences industry, marketers are placing increased emphasis on maintaining compliance in their marketing efforts. Adhering to regulations set by authorities like the FDA ensures that promotional materials and campaigns meet legal requirements, ensuring patient safety and trust.
Should I work with a life sciences marketing agency or consultant?
The decision to work with a life sciences marketing agency or a consultant depends on factors such as the breadth of services needed, scalability, specialization, flexibility, cost considerations, and the level of collaboration desired. Marketing agencies offer comprehensive expertise, scalability, and collaborative efforts with diverse teams, making them suitable for organizations requiring a full range of services. Consultants, on the other hand, bring specialized knowledge, customization, and direct engagement, making them a viable option for specific projects or niche expertise. Consider your organization’s specific needs, resources, and the scale of your marketing initiatives to determine the best fit for your requirements.
Today’s healthcare SEO agencies are the driving force of some of the most sought-after health brands and health content. Their expertise lies in what Google calls YMYL, or “your money or your life,” a unique subset of industries that are more heavily scrutinized when it comes to credibility and trust. Today, healthcare agencies are also paving the way for AI SEO, as many consumers are shifting to LLMs like ChatGPT to find information on topics and brands.
The list below was curated based on our knowledge of the top healthcare SEO agencies. Considerations include specialization, notable client list, case studies, reviews, and our general industry knowledge of the leaders of these companies and their teams. While this is our list, we kept it as objective as possible and tried to identify healthcare SEO agencies that focused on specific areas of the vertical.
Digital Elevator – Best for: B2B Healthcare SEO Plus AI/LLM Visibility
Digital Elevator, a marketing agency with nearly 15 years of experience, specializes in B2B healthcare SEO. They are known for their focus on bottom-funnel content and product/service page SEO approach, strategies that concentrate on what they call “money-making pages.”
Their expertise in SEO, content marketing, and AI optimization helps small to mid-market companies increase their visibility in both traditional and generative search. The agency’s services all stem from SEO and include content strategy, competitive intelligence, bottom-funnel content marketing, PR, and UX/UI design, drawing on a history that includes Fortune 500 work.
Cardinal builds and scales SEO for provider networks. Their program structure covers location architecture, Google Business Profile strategy, and multi-location citation management, then layers AI search optimization on top. They have scaling groups from dozens to hundreds of sites and supporting de novo launches and M&A roll-ups with ranking roadmaps and KPI forecasting. Their case studies include national mental health, infusion centers, dermatology, and DSOs with location counts in the hundreds.
Specialization:
Local SEO at scale for multi-location systems
Google Business Profile management and location architecture
AI and answer-engine optimization
HIPAA-aware analytics and reporting
Technical SEO for complex site structures
Ideal client:
National behavioral health networks managing multiple clinic locations.
Intrepy builds patient-growth SEO programs for specialty medical practices, multi-location groups, and PE roll-ups. Their case work in orthopedics reports a 51% lift in organic traffic in six months and a 101% increase in traffic from Google Business Profile (Modern Orthopaedics of NJ), with other orthopedic results showing 53% organic growth and large gains in paid conversions year over year. The team focuses on local search, service-line pages, listings governance, and site hygiene, and supports groups across 40 or more subspecialties. Their materials position SEO as a direct driver of appointments and clinic volume rather than a stand-alone channel.
Tidal is known for its HealthAuthority CMS, a WordPress-based theme and plugin built to model medical entities, connect physicians to organizations, and publish structured data at scale. The stack automates healthcare schema, on-page templates, and knowledge-panel signals, then ties results to attribution reporting and conversion tracking. Case materials show HealthAuthority CMS driving topic clustering, richer entity markup, and measurable gains in qualified traffic and downstream conversions. The firm also supports ADA-aligned development and SEO operations for MSOs, hospital service lines, and consumer health technologies.
Specialization:
Healthcare schema and entity-based SEO
Knowledge-panel development and brand SERP management
Repeatable on-page frameworks for consistent rollout
Analytics and ROI attribution tailored to healthcare
Ideal client:
Institutes that need visible clinical authority and clean measurement.
The Status Bureau designs healthcare SEO around one goal: more booked appointments. Their programs combine location SEO, Google Business Profile management, technical fixes, and service-line content that addresses common patient questions and encourages visitors to make calls or schedule online. They run structured audits, then maintain ongoing campaigns with link building, directory cleanup, and location pages for multi-clinic groups. Accessibility reviews and clear copywriting support providers, clinics, and health apps that need search visibility and a clean path from search result to booking.
Specialization:
SEO for patient bookings with keyword, competitive, technical, and localization research.
Off-site and location SEO including Google Business Profile, reviews, directories, local content, and link building.
Technical SEO audits and ongoing campaigns for healthcare sites and apps.
Accessibility audits for ADA, WCAG, and AODA compliance.
Content strategy and writing for providers, therapists, medispas, physio/chiro clinics, and health tech.
Ideal client:
Health organizations that need local visibility and a bookings-first plan
Healthcare Success builds and governs local SEO programs for multi-location provider groups. Their case studies show work for dermatology, urgent care, and other PE-backed networks. One case includes an Illinois dermatology group reporting year-over-year lifts such as 243% more Google Business Profile views, 114% more local searches, and 82% more organic clicks. Their playbooks cover location architecture, per-location pages, listings and citation management, and reporting built for operators who track patient calls and revenue by market. They also publish training and webinars on multi-location execution and “near me” visibility for healthcare systems.
Specialization:
Local SEO governance across many locations
Location, architecture and service-line templates
Technical SEO and site performance
Processes for multi-site rollout and QA
Reporting aligned to market-level goals
Ideal client:
Large provider organizations that need consistent local visibility
Client examples:
PlasmaSource
PE-Backed Urgent Care Group
Texas Endovascular
First Page Sage – Best for: B2B Healthcare Thought Leadership
First Page Sage builds SME-driven editorial programs that tie content directly to conversion paths and the pipeline. Their healthcare and medtech work combines thought leadership with SEO and includes documented programs for medical device clients, such as an automated glucose monitoring launch supported by custom SEO and ongoing ghostwritten content. They publish benchmark reports on SEO ROI and industry KPIs, with recent medtech metrics drawn from 34 clients and guidance on timelines to positive ROI within 6 to 12 months. Their approach stresses measurement, conversion tracking, and editorial governance so that regulated content performs and can be audited.
Specialization:
SME-driven editorial programs for regulated topics
Thought leadership mapped to revenue pages
Long-cycle B2B SEO for medtech and device companies
Editorial operations, calendars, and governance
Ideal client:
B2B healthcare with SME who need a consistent pipeline from content.
Client examples:
GoHealth UrgentCare
Dignity Health
Constellation Behavioral Health
Sierra Wireless
FAQ
Should I focus on a certain type of healthcare SEO agency? Yes. Some agencies, like Digital Elevator, focus on B2B and SEO-driven content, while others focus on B2C or HCP SEO. If you are a medical practice for example, you’d want to work with an agency that focuses on local SEO and related factors like Google Business Profiles and reviews as opposed to national SEO campaigns.
How is “AI SEO” relevant to healthcare now? AI-driven search is influencing how patients and buyers discover services. Agencies are adding AI search audits and content patterns that surface in AI overviews while preserving classic rankings. Many patients do their top funnel research entirely in tools like ChatGPT, so understanding this nuance and focusing on bottom funnel strategies is what the future looks like.
Do small practices and large systems need different SEO strategies? Yes. Small practices gain most from local SEO, reviews, and clear service pages. Systems need scalable location architecture, location-level content, and governance to keep NAP and analytics consistent.
The best biotech content marketing strategies include buyer persona creation, roundup posts, resource hubs, sales-driven content, goal tracking, and promotion.
Every CEO or marketing team I speak to understands the need for a biotech content marketing strategy but always has a lot of confusion about how to go about it.
Having a strategy in place means that you have a roadmap to success, are not wasting time, money, or resources on marketing that does not work, and from an SEO perspective, are not simply “writing for the sake of writing.”
I wanted to develop this content marketing strategy guide for biotech brands that focuses on traffic, leads, and brand awareness because these are often the goals of the CEOs and marketing teams we are talking to and because, ultimately, that is what content marketing is for.
Daniel Lofaso, Digital Elevator CEO
To put things in perspective, Digital Elevator has been creating biotech content marketing strategies for over a decade for Fortune 500 companies as well as emerging biotechs. Historically, blogs have been the best driver of traffic and leads, although I certainly won’t discount the role of other types of content – white papers, eBooks, podcasts, etc. – in the life science content marketing sphere.
Learn the why’s and how’s on life science and biotech content marketing strategy, or skip to the examples section below.
Why Develop a Content Marketing Strategy? Answering the ROI Question
Let’s face it. You have a lot of marketing options to invest in. But why am I telling you that content marketing could quite possibly be the best?
Content marketing is often the marketing channel that provides the lowest cost per acquisition
The TLDR version, based on my experience, is that it is often the channel that provides the lowest cost per acquisition. More bang. Less buck.
Content Marketing ROI Stats
Annual growth in unique site traffic is 7.8x higher for content marketing leaders than followers (19.7% vs. 2.5%). Aberdeen
Content marketing costs 62% less than traditional marketing yet generates 3 times as many leads as traditional marketing. Demand Metric
Companies that adopt content marketing have conversion rates that are 6 times higher than those that don’t. Aberdeen
Marketers who say they blog boast an 82% positive ROI. HubSpot
What’s the good news in all of this? The same Aberdeen reference above also cites that 56% (the majority of content marketers) don’t have a content marketing strategy. They don’t know who they are writing for, what to write about, or how the hell content marketing works.
But you will… if you read on.
Create a Biotech Buyer Persona to Understand Your Reader
Perhaps the biggest train wreck we run into with biotech companies that want to begin content marketing is their lack of understanding of who their customer is and why they should care about their product or service.
From a content marketing perspective, it is fundamental to understand who you are writing for and what the takeaways need to be. This is the point of buyer personas, but they do have their flaws.
The issue with buyer personas is that you can pay big bucks to research firms like Gartner or Forrester to define them or use quick and easy tools like HubSpot’s Make My Persona tool. The problem with the former is that the price is out of reach for even some of the biggest organizations.
On the other hand, free buyer persona tools are fantastic for companies who need something to start with. Still, the way they are presented usually only creates more confusion about how the hell to use the information in a meaningful way.
Instead of trying to write for demographic data points, dissect what stage in the decision-making process your persona is in and craft accordingly.
As it relates to content marketing strategy, these personas are also aligned with the various stages of the buying cycle. While a more advanced definition would isolate five stages in the buying cycle, let’s keep things simple with three buying cycles and align directly with our buyer persona:
Buyer Personas, Content Marketing, and Sales Funnels
Top of the funnel
Top of the funnel content is often used as brand awareness content and covers high search volume content. Top of the funnel content is great for driving a lot of traffic, but it rarely, if ever, converts traffic to leads (initially).
Buyer persona example: A middle-aged woman who is learning about anti-aging supplements.
Middle of the funnel
Middle of the funnel is steeped in low to moderate search volume topics and provides feedback to something that your company offers a specific solution for, yet without directly pushing sales content down the reader’s throat.
Middle of funnel content example:can MNM slow down aging? (authored by a company that sells anti-aging supplements).
Buyer persona example: A middle-aged woman who is learning the options for anti-aging supplements on the market.
Bottom of the funnel
Bottom of the funnel content is generally very low search volume but very high intent. It converts the best out of all three content types.
Buyer persona example: A middle-aged woman who is ready to make an anti-aging purchase but is in the final stages of decision-making based on previous research.
As you may have drawn from the above explanations, there are pros and cons to each of the segments of the sales funnel. These have to do with the ability to drive traffic and brand awareness (top of the funnel), help convince during buying decisions (middle of the funnel), and ultimately decide on a partner (bottom of funnel).
The above is certainly not a deep dive into buyer persona creation for biotechs, but here is a really good resource on the topic.
Ok, so now you know why it is important to invest in content marketing, the importance of using buyer personas to create content for your reader, and how to mix up your content to appeal to various stages of the sales cycle.
Actionable Biotech Content Marketing Strategies
Content marketing is the process of creating and sharing valuable, relevant, and consistent content to attract and engage a clearly defined audience — and, ultimately, to drive profitable customer action.
In the biotechnology industry, content marketing can be a powerful way to attract new customers, educate your target audience, and establish your company as a thought leader. There are a number of different types of content that you can create for your content marketing strategy, such as blog posts, infographics, case studies, and white papers.
At Digital Elevator, we focus on what is called SEO-driven content marketing. This means that the content we create is versed in SEO and is driven by search volume and intent as much as it is driven by providing exceptional content to our clients’ readers.
Here are some of our favorite biotech content marketing examples:
Roundup posts
This Research.com roundup post ranks for over 300 keywords related to “clinical trial software,” “clinical trial management software,” and “clinical trial management systems.” Roundup posts- articles where you do side-by-side comparisons of competitors, software, or products – can often be bottom of the funnel content types where users will visit them to make final decisions.
Resource Hubs
Resource hub or blogs? Which strategy is most effective?
They both fall under the strategy of content marketing.
They both often provide a wealth of topic ideas.
However, many biotechs get this wrong from the start and create content that sort of blends both instead of keeping them isolated from a navigational standpoint and a content layout standpoint.
Resource content is generally to the point, fluff-free, and data-driven (objective). Blog content is often more conversational, offering perspectives and potential opinions (subjective).
When possible, it’s best to incorporate both, as both strategies can identify high volume and often high intent keyword opportunities.
For example, Excedr, a life science lab equipment lessor, capitalizes on both:
Blog
30k organic visits/month
PPC equivalent value of $19k/mo
ranks for 30k keywords
300+ pages published
Resource hub
22k organic visits/month
PPC equivalent value of $18k/mo
ranks for 21k keywords
200+ pages published
Sales-driven Content
Here’s a great example of a biotech content marketing resource from Thermo Fisher Scientific.
I’ll get to why, but first some SEO metrics:
it drives an estimated 7,600 organic visits per month
the equivalent PPC traffic would cost $5,500 per month
it ranks for 1,500 keywords
it has earned 41 referring domains
This content resource on Useful Numbers for Cell Culture is a great example of SEO-driven content marketing for so many reasons:
1. It’s useful to their target audience
Lab techs or scientists who need to order cell culture dishes/flasks would find this grid layout really simple and informative.
2. It’s related to product offerings
Should the lab techs need these products, the simplicity of understanding exactly what they need accompanied by links to the products makes this resource a real winner.
3. It’s probably a highly lucrative page in terms of content marketing investment
ThermoFisher probably knew the potential search volume from this page. Researching, planning, developing, and then ranking this page probably took quite a bit of work. However, if we look at some average conversion rates, you can see how lucrative something like this can be for an eComm biotech:
8,000 visits per month
x 2% conversion rate (modest average)
~$400 per order
= $64,000 in revenue per month
When creating content for your content marketing strategy, it is important to keep your target audience in mind. What are their interests and needs? What kind of information are they looking for? Once you understand your target audience, you can create content that is relevant and engaging.
Biotech Content Marketing Best Practices
So, you’ve got buy-in and you’re ready to dive into content marketing. Great start. Now it’s time to make sure your efforts are actually worth it. That means following some best practices that’ll keep your strategy on track and your team aligned.
Set Realistic Expectations
If you’re expecting content marketing to deliver overnight success, this might not be the right path. Content marketing is a long game. Ahrefs ran a study on how long it takes to rank in Google—and the results were eye-opening:
Only 22% of pages that rank in the top 10 on Google were created within the last year.
That means nearly 80% of top-performing content has been around for a while. Translation: your blog post from last week probably isn’t going to dominate your industry’s SERPs by next Tuesday.
If you’re in this, be in it for the long haul. That said, you still need milestones to measure progress and keep your team accountable.
Create OKRs to Track Progress
OKRs (Objectives and Key Results) are a great framework for setting measurable goals and tying them to outcomes. For biotech companies, this could look like:
Objective: Increase inbound leads by 10% over the next 12 months.
Key Results:
Allocate 10% of marketing spend to content initiatives
Increase organic traffic by 50%
Publish 4 new pieces of targeted content per month
It’s a simple framework that helps tie daily marketing tasks to business results—exactly what leadership wants to see.
Content Creation Is Only Half the Battle
To create a successful biotech content marketing strategy, you need to understand:
Who your audience is and what they care about
What your competitors are doing and how they’re ranking
How your content maps to business goals like awareness, leads, and revenue
Once you’ve got all that figured out, it’s easy to assume writing the content is the final step. But here’s the truth: if you write it, they won’t necessarily come.
Content without promotion is like a drug without a delivery system. You need distribution strategies that actually get your content in front of the right people.
Promote Like It Matters
Three primary channels will do the heavy lifting here:
Email Marketing: Still one of the best ways to get your content seen by the people who already know and trust you.
Social Media: Useful for amplification, but tough without budget. Organic reach on platforms like Facebook is dismal—industry-wide, engagement rates are often under 1%.
Link Building: Critical for SEO. Backlinks remain one of the strongest ranking signals. A solid link-building plan is non-negotiable if organic traffic is a priority.
Know When to Build In-House vs. Outsource
There’s no one-size-fits-all approach to content production. You have a few options:
In-house teams know your brand and product inside-out but often lack the SEO chops or bandwidth to execute a sophisticated strategy.
Outsourced agencies bring deep expertise, advanced tools, and proven processes—but they won’t know your brand like your internal team does.
A hybrid approach can be the sweet spot: your team provides the insider knowledge, while the agency handles strategy, SEO, and execution at scale.
Cost matters too. A full-time marketer can cost 120% of their salary when you factor in benefits and overhead. Agencies and contractors offer flexibility and often bring multiple specialists to the table for less than the cost of one hire.
If your goals involve brand awareness, thought leadership, and lead generation, content marketing should be mixed into your long-term marketing strategy. Combined with an SEO-driven approach along with promotion, it can effectively drive leads from top, middle, and bottom of the funnel while positioning you as a market leader.
Choosing competitive intelligence software is all about matching tools to your goals. This guide compares leading options by data coverage, use case, integrations, learning curve, cost, and more. Use it to decide what competitive data you need for market sizing, page-level SEO, sales enablement, and technology profiling.
Recommended Competitive Intelligence Tools by Use Case
If you want to compare traffic and keywords, use Semrush and Ahrefs. If you need a market read across many competitors, use Similarweb. If your priority is helping sales address objections and changes, add Klue and Crayon. For content angles and outreach, use BuzzSumo. For the technology context that guides targeting, keep BuiltWith handy.
Requires manual prompting and engineering, premium AI tools
Similarweb
Best overall
Category share, channel mix, monthly trends
Less page-level detail, higher pricing tiers
Semrush
Digital market share intelligence
Check rival traffic, keywords, and ads in one place
Estimates, cost rises with features
Ahrefs
SEO deep dives
Page ideas, link opportunities, content gaps
Learning curve, SEO-centric
Klue
Sales teams
Battlecards, objection handling, usage tracking
Needs steady inputs, sales focus
Crayon
Fast alerts
Monitoring product, pricing, and message changes
Requires tuning to avoid noise
BuzzSumo
Content ideas
Topic validation, creator targeting, PR planning
Content-focused, mixed historical depth
BuiltWith
Quick tech checks
Stack profiles, ABM lists, switching-cost context
Narrow scope beyond technographics
Free & Premium AI Tools- Best for custom competitor intelligence
With AI tools, we can now create competitor intelligence data that is as advanced as the prompts that are provided. You can get basic keyword research, data on competitor messaging strategies, have it cross-reference spreadsheet data into meaningful actions, and more.
For example, Digital Elevator’s AI Competitor Intelligence Service combines competitor positioning and messaging analysis; competitive advantages and vulnerability identification; content themes, frequency, and strategic focus analysis; SEO-driven, keyword-based content recommendations for competitive advantage, and more into a comprehensive report summarizing competitive threats and market opportunities.
Using a few of the tools listed on this roundup, our output is based on sophisticated prompting and data feeds that make this type of competitive intelligence accessible to anyone who knows how to pull data and prompt AI tools.
Pros:
Fully customizable based on inputs and prompting
Cons:
Manual processes
Lack of clean dashboards and automated monitoring
Starting Cost: Custom
Similarweb– Best for all-in-one digital landscape intelligence
Similarweb estimates total visits across sites so you can see category leaders and channel mix quickly. It helps with market sizing, seasonality checks, and spotting fast-rising rivals. The monthly views make goal-setting easier for leadership and marketing alike. Use it when you need a top-down picture before picking tactics.
Pros:
Quick market share snapshots
Channel mix breakdowns
Executive-ready charts
Cons:
Limited page detail
Expensive at higher tiers
Modeled data
Starting Cost: $199/month
Semrush– Best for digital market share intelligence
Semrush brings traffic, keywords, and ads into one place so you can compare competitors without juggling platforms. You see which pages drive visits, which search terms matter, and how paid campaigns shift month to month. The reporting works for weekly check-ins as well as quarterly planning. Most teams can start here and add niche tools later.
Ahrefs shows which competitor pages pull the most traffic and who links to them. Content Gap reports surface topics your site has not covered yet that others rank for. Historical charts let you spot early momentum on new pages. The Brand Monitoring tool alerts you to new mentions and backlinks, helping you respond and build links quickly. If you want clear next steps for content, outreach, and reputation tracking, this is a strong choice.
Klue turns research into short battlecards that sales reps can open inside the tools they already use. It keeps pricing updates, product changes, and objection handling in one place, with usage data to show what the field reads. This closes the gap between research and what gets said on calls. Choose it when the goal is to help sales win more often.
Pros:
Simple guidance
CRM integrations
Usage analytics
Cons:
Requires regular updates
Geared toward sales teams and takes time to curate
Starting Cost: Custom
Crayon– Best for fast alerts on competitor changes
Crayon tracks competitor websites, news, and social media, providing alerts for significant changes such as new product launches, pricing adjustments, or messaging shifts. Routing and tagging keep updates organized so the right people act quickly. It saves hours otherwise spent on manual checks.
BuzzSumo shows which topics and headlines get shared and who amplifies them. It helps you plan calendars, pitch lists, and launch content that match reader interest. You can also set alerts for brand and competitor mentions to stay current. It pairs well with search tools to guide angles and outreach.
BuiltWith lists the software running on any site, from analytics to commerce platforms. These details help you tailor messages, choose accounts to target, and estimate switching costs. You can also build prospect lists by technology for campaigns. It is a practical add-on for sales operations and product marketing.
Pros:
Fast technographics
ABM list building
Messaging context
Cons:
Limited scope beyond technographics
Some stacks go undetected
Needs manual verification
Very expensive starting cost
Starting Cost: $295/month
How to choose the right mix of competitor intelligence tools
Begin with the decision you need to make. If you want to compare traffic and keywords, use Semrush and Ahrefs. If you need a market read across many competitors, use Similarweb. If your priority is helping sales address objections and changes, add Klue and Crayon. For content angles and outreach, use BuzzSumo. For the technology context that guides targeting, keep BuiltWith handy.
Many teams may find that a combination of tools helps to align with their goals.
FAQs about competitive intelligence tools
What are competitive intelligence tools used for? They help you compare your site with competitors, see where visits come from, track changes, and find topics that work.
Do I need more than one competitive intelligence tool? Often yes. One tool rarely covers market share, page-level ideas, sales enablement, and content planning equally well.
Which tools are best for small teams? Start with Semrush for a broad view. Add Ahrefs for deeper page ideas and link opportunities. Use BuzzSumo for content and BuiltWith for fast tech checks.
Are these tools legal to use? Yes. They rely on public information and provide ways to collect and compare it ethically.
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.
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.
B2B– Established biotechs are primarily comprised of B2B companies selling to other biotechs.
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.
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.
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.
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.
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.
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.
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 or PPC
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 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.
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.
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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.
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)
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.
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.
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.
Conversation Ads (Bottom Funnel): Excellent for driving demos or downloads from warm audiences. High intent, but often more expensive ($150+ CPM), so use selectively.
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.
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.
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.”
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:
problem identification,
solution exploration, and
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.
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