Biotech SEO is most successful when fundamental SEO – on-page, site architecture, technical – is done correctly, given the relative niche of most products and services. Most biotechs get this wrong, presenting an opportunity for SEO-driven efforts to enjoy increased market share. Couple foundational SEO with link building and digital PR, and you have a recipe for success.
If you are trying to rank your biotech website and earn free search engine traffic, the focus areas of your SEO campaign can admittedly be difficult to triage.
This guide will outline an SEO strategy tailored for biotech companies, encompassing key aspects such as on-page optimization, SEO-driven content marketing, and off-page SEO techniques.
These are many of the strategies we use at our biotech SEO agency to help rank sites in competitive verticals that need to capitalize on gaining market share.
On-Page SEO is the Foundational Work Driven by Keyword Research
In biotech SEO, the range of niche products and services is vast, meaning smaller brands with superior SEO can often compete on the big stage. This also relates to keyword difficulty (KD) scores of important keywords being considerably lower than most industries, often presenting an opportunity to rank quickly when fundamental SEO is put in place. The primary fundamental factor being on-page SEO.
On-page SEO refers to the optimization of your website’s content and structure. This includes things like the implementation of keyword research, title tags, meta descriptions, site speed and internal linking.
Each of these subtopics deserves guides of their own, so rather than trying to drill down into each area, I’ll provide my most actionable recommendations.
Keyword research
At the end of the day, people are still typing words into search engines and looking for applicable results. The key terms there being “applicable,” or contextually relevant results.
Google ultimately decides what the intent is of each search, so any good keyword research involves an understanding of the intent of a search as well as:
Keyword volume
Keyword difficulty
When selecting the keywords you want to target for your biotech, it is important to implement them according to the appropriate sections of your site. For example:
Transactional intent keywords
These are for users who want to buy something now. I’d recommend these for your product or service pages specifically.
For example, a search for “research lab management software” is highly transactional in intent and is representative of a searcher looking to buy software. As shown in the example below, this is an opportunity to target a service page (or in this example, the homepage) of your site to the search.
On the other hand, another intent might be centered around seeking information.
Informational intent keywords
For example, a how to search like the below is more informational and is better-suited as a blog or resource rather than a service page.
When creating a new SEO campaign, we always prioritize the “money-making pages” over the informational-type pages. Commercial intent keywords, and therefore pages, are considered bottom of the funnel and where you want to focus your keyword research and content efforts before trying to drive more traffic with informational intent searches.
While a user might land on your site from an informational search, it’s the money-making product or service pages that convert them into customers.
Other areas to focus on for on-page SEO include:
1. Title Tags and Meta Descriptions:
Title tags and meta descriptions are the snippets of text that appear in the search engine results pages (SERPs). They are an important factor in determining whether or not people will click on your website.
Title tags should be no more than 60 characters long and should include your target keyword. Meta descriptions should be no more than 160 characters long and should provide a brief overview of your website’s content.
Header tags are used to structure your website’s content and to indicate the hierarchy of information on each page. Search engines use header tags to understand the main points of your website’s content and to rank your website for relevant keywords.
Use h1 tags for the main title of your page, h2 tags for subheadings, and h3 tags for sub-subheadings, infusing relevant keywords into each to try to rank for as many keywords as possible.
3. Image Alt Text:
Image alt text is the text that appears in place of an image if it cannot be displayed for some reason. It is also used by search engines to index your images and to understand the content of your website.
Image alt text should be descriptive and should include your target keyword. To save time, check out this AI image alt text generator.
4. Website Speed:
Website speed is a critical factor in SEO. If your website takes too long to load, people will abandon it and you will lose traffic. It is also a ranking signal.
There are a number of things you can do to improve your website speed, such as optimizing your images, using a content delivery network (CDN), and minifying your code. Use a tool like GTmetrix to analyze pagespeed and get actionable insights.
Site speed improvement, in general, is usually a task best suited for development teams in conjunction with server or hosting experts.
5. User Experience:
User experience (UX) is another important factor in SEO. If your website is difficult to use, people will not want to spend time on it.
Make sure your website is easy to navigate and that your content is easily readable. You should also make sure that your website is mobile-friendly, as more and more people are accessing the internet from their smartphones and tablets.
For example, the below homepage is an example of poor UX. It is not immediately clear what action a user should take when they land on the page, what buttons to press, what menu options to click, or how the site can help me. This design, in all likelihood, would result in decreased leads.
Links & Domain Rating: Understanding the Landscape
Before embarking on any SEO campaign, it is important to conduct a thorough SEO competitor analysis to gain insights into the strategies employed by your rivals. This involves identifying your top competitors’ rankings, analyzing their website structure and content, and evaluating their backlink profiles.
For example, check out the below example of a search engine results page (SERP) pulled from SEO software Ahrefs. The top five sites for the search “cloud lab as a service” provide us with a few important qualitative and quantitative link metrics that give an understanding of the competition:
The DR and Domains columns indicate the domain rating and the amount of referring domains the URL has, respectively. The higher the DR, the more difficult it might be to rank for the keyword. In this case, the highest DR on this search is a DR57.
The referring domains range from 0 to 97, but the 97 referring domains are for the result that showcases a homepage, so that naturally would have more links.
If my site were relatively close in DR (say, 35-55), good on-page coupled with three backlinks would likely secure my spot in the top three.
Site Architecture Driven by Keyword Research & Logic
Site architecture updates are usually a quick win that we implement after conducting keyword research. These are most impactful when implemented into the top menu as well as drop-down menu’s as indicated in this example.
Standalone product pages that may be revealed by keyword research can be implemented into top menus and mega-menus to help place emphasis on these pages from a crawling standpoint and from an user experience standpoint.
This is an opportunity to build upon internal links and, when necessary, create static product and service page content that will help drive bottom of the funnel visits for commercial intent keywords.
But don’t stop with static pages in your drop downs, linking to your best resources is also a great way to increase exposure and provide added weight to your internal links for things like blogs or guides like in this Halo Labs example.
SEO-driven Content Marketing for Biotech
The topics you cover as part of your SEO strategy matter and should be planned strategically. This where SEO and content marketing overlap, although we recommend SEO-driven content marketing for our biotech clients.
For example, considering business impact alongside your content marketing efforts is important to help with lead generation or monetization. For example, check out this asset from ThermoFisher on Useful Numbers for Cell Culture.
This SEO-driven resource ranks for over 3,000 keywords, has earned 46 links, and has an equivalent value of $7,400 per month if the same traffic was generated via Google Ads.
When to Utilize Digital PR for SEO Gains
Modern day SEO recommends the organic, as opposed to forced, building of links and brand mentions. The best way to do this is via digital public relations (PR).
For biotechs that are trying to get in front of partners, investors, or pharmaceutical executives, getting exposure in major media outlets is good for business and for SEO. When you get featured on media outlets, they will often mention your brand or link to your website, both of which are search engine signals that can help to rank your website.
For new brands, this is often an ideal starting point for off-page SEO, as it builds trust signals with search engines that will help reinforce additional SEO efforts. When goals are related to brand awareness, we usually recommend digital PR strategies to help clients get featured in industry publications and to build the associated backlink profile.
Keep in mind, ranking individual pages for target keywords involves a bit of a different link building strategy, and that is where many life science companies leverage Biotech SEO agencies. Where digital PR often generates brand mentions or links to the homepage, ranking individual URLs is an entirely different endeavor.
Should I Go In-house or Use an Agency for SEO?
The decision of whether to handle your SEO in-house or hire an agency is a complex one. There are a number of factors to consider, such as your budget, your in-house expertise, and your desired level of control.
If you have a large budget and a team of experienced SEO professionals, you may be able to handle your SEO in-house. However, if you have a limited budget or in-house expertise, you may want to consider hiring an agency.
A biotech SEO agency can provide you with several benefits, such as access to expert SEO professionals, access to specialized tools and resources, and a proven track record of success.
There are additional considerations for SEO and launching campaigns as well.
There can be an opportunity cost in not working with a marketing agency.
The time it takes to get something to market matters.
If a marketing agency can take something to market in half the time it takes an in-house team, consider the impact that can have on your business.
Those potentially untapped leads will be further along your sales cycle, and the ROI from investing in marketing with an agency will have a significant business impact compared to trying to save money using an in-house team that has a different focus.
As you plan ahead or are getting SEO budgets together, consider the opportunity cost of not launching marketing campaigns quickly and effectively.
Get a free SEO strategy from our team today.
The discovery call is the first step in discussing your business, your goals, and the potential services you need for your marketing or web design campaign.
Reaching target audiences, patient privacy, a fragmented media landscape… getting your healthcare company to stand out from the competition has become more challenging than ever. As healthcare marketing continues to evolve, so should your marketing strategy, making the agency you partner with integral to your success.
At Digital Elevator, we’ve been providing healthcare marketing since 2010 and have a significant track record in which 44% of our clients raise funds, exit, or get acquired. That said, we know other healthcare marketing companies bring unique expertise to the industry, and we want to highlight them here.
Here’s a hand-selected list of some of the best healthcare marketing agencies that specialize in the health and medical industries.
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 annually, 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 with over 2,000 employees.
With a specialization in B2B healthcare marketing, Digital Elevator is an ideal partner for brands with goals to scale quickly, raise funds, or get acquired. They have a proven track record with SEO-driven content marketing campaigns, paid lead generation, and highly intuitive web design projects with healthcare companies of all sizes.
Digital Elevator has a reputation for being considerably more budget-friendly than bigger healthcare marketing agencies that target mid-market and enterprise clients and top off the list due to their longevity within the industry at nearly 15 years. Their team has been integral in the scaling and selling of a division of McKesson and other Fortune 500 clients but tends to focus on emerging healthcare brands with aggressive growth goals.
Specialization:
B2B, healthcare website design, lead generation via SEO, PPC, account-based marketing and content marketing
Comprised of over 20 full-service agencies and 18+ specialized agencies, 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
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.
Healthcare Success is a specialized marketing and advertising agency that focuses exclusively on the healthcare sector. The company offers a comprehensive range of services designed to assist healthcare organizations in patient acquisition, brand enhancement, and professional outreach.
Their client base is diverse within the healthcare industry, encompassing hospitals and health systems, multi-location medical practices, addiction treatment centers, long-term care facilities, pharmaceutical and biotechnology companies, medical device manufacturers and private equity firms in the healthcare space. By concentrating solely on healthcare, Healthcare Success aims to provide targeted marketing solutions that address the unique challenges and regulatory environment of the medical field.
Specialization:
Patient acquisition, digital marketing, marketing AOR
Ideal client:
Small business
Client examples:
Texas Endovascular, SynergenX, Pomona Valley Health Centers
Cardinal Digital Marketing is a healthcare-focused digital marketing agency with over ten years of experience in the field. The company specializes in developing marketing solutions for multi-site healthcare groups, with an emphasis on HIPAA compliance to address the privacy concerns inherent in healthcare marketing. Their services encompass patient acquisition strategies, digital transformation initiatives, and brand creative development.
Cardinal Digital Marketing’s strategies are designed to be highly targeted and measurable, aligning with the specific performance metrics and parameters set by their healthcare clients. The company positions itself as a partner for healthcare organizations seeking growth through digital marketing channels while maintaining regulatory compliance.
Specialization:
Multi-site healthcare groups, patient acquisition, digital transformation
Ideal client:
Small business to mid-market enterprise
Client examples:
ATI Physical Therapy, greater good health, Southern Veterinary Partners
PatientGain helps healthcare and medical practices acquire new patients. Unlike other providers on this list, their services are packaged-based, allowing their customers to choose the level of service that suits their requirements and budget.
Using a mix of online and offline marketing strategies, PatientGain offers a price-friendly service that commoditizes the marketing experience. From prepackaged services to individualized services, medical groups can order digital marketing, chatbots, social posts, marketing emails, SMS alerts and more from this budget provider.
Specialization:
A la carte and pre-packaged digital marketing services
Ideal client:
Small business
Client examples:
None listed
Healthcare Marketing with Digital Elevator
Healthcare marketing success is accomplished by understanding customer journeys, buying cycles, and consumer psychology and meeting these prospects during the various stages of discovery.
At Digital Elevator, we create marketing strategies specialized for B2B healthcare brands that require multichannel touchpoints accomplished from search engines, paid ads, social platforms, and amazing websites. To discuss how we can help you, contact us today.
In the competitive landscape of medical device marketing, the quest to effectively reach healthcare professionals and decision-makers has always been difficult.
The dynamic nature of the healthcare industry demands a strategic approach that not only showcases the technical prowess of your medical devices but also establishes trust, addresses pain points, and offers tailored solutions.
By the end of this blog, you will be able to create strategic approaches in your marketing that will help your medical devices stand out.
In this guide, we delve into five expert-level tips that can elevate your medical device marketing game. From crafting content that resonates with your buyer persona to leveraging the power of paid advertising and SEO, these strategies are designed to create a robust marketing framework that resonates with your target audience, builds credibility, and drives meaningful conversions.
One of the key pillars of successful medical device marketing is tailoring your content to your specific target audience or buyer persona. As highlighted in our article on HCP marketing, understanding the pain points, challenges, and needs of your audience is crucial.
For example, this resource by McKesson on lab solutions for urgent care facilities is a prime example of tailored content. As McKesson provides lab solutions that are related to the topic, not only are they introducing themselves as a solutions provider but they are doing it in a way that is first and foremost beneficial to the end reader by showcasing how these solutions provide faster results and better patient experience.
By developing in-depth knowledge about the healthcare professionals (HCPs) and decision-makers who are likely to engage with your medical device, you can create content that resonates with them, address their concerns, provide solutions to their problems, and showcase the benefits of your device in a language that speaks directly to their expertise.
By showing that you understand their unique challenges and can provide valuable solutions, you’re more likely to build trust and credibility.
Outsource Content Marketing for Expertise in Conversion-focused Content
While you’re an expert in medical devices, you may not be an expert at creating persuasive and effective sales copy or understanding how to utilize content marketing to drive more leads and sales.
This is where outsourcing content creation comes into play. By partnering with vendors that specialize in biotech content marketing and offer different areas of expertise – graphic design, marketing, writing, etc. – you can take your medical device marketing beyond the merits of the product itself.
For example, this resource from ThermoFisher Scientific on “Useful Numbers for Cell Culture” is a great example of conversion-focused content. Here’s why:
It provides an easy-to-use reference point for the target audience to utilize
The page ranks for over 1,100 keywords (according to Ahrefs), including “useful numbers for cell culture” which gets an estimated 2,300 searches per month alone
The resource naturally introduces relevant product categories as ThermoFisher understand that a searcher looking for appropriate cell culture dishes and flasks may need to purchase more based on this resource
Whether it’s crafting engaging articles, designing visually appealing infographics, or producing persuasive marketing copy, outsourcing ensures that your content is not only accurate but also captivating.
Your Website as Your Primary Sales Tool
In medical device marketing, your website serves as more than just an online presence; it’s a dynamic platform that can drive your sales and conversions. Your potential customers, whether they are healthcare professionals or decision-makers, often turn to your website for detailed information before making purchasing decisions.
Your website should function as an intuitive and informative hub that not only showcases the features of your medical devices but also educates visitors about its applications, benefits, and real-world user experiences.
To achieve this, focus on incorporating captivating visuals, user-friendly navigation, and compelling Calls to Action (CTAs) strategically placed throughout your website. Include detailed product descriptions, case studies, success stories, and any relevant certifications or awards that underline the credibility of your medical device. By creating a seamless online experience, you can capture leads, nurture prospects, and guide them through their decision-making process.
Let’s look at the following example from Qiagen. On their website, can easily navigate with their simple menu bar at the top, a panel of rotating images with different CTA’s, and multiple custom graphics related to applications. This home page is an example of a good sales tool as it helps funnel visitors down a path with an easy-to-use interface and site structure.
An additional aspect of using a website as a sales tool is building trust and credibility. It’s one thing to say “our products are the best” and another when other trusted references do it for you.
Throughout their website they have littered several instances of subtle social proof. For example, in their case stories section, they have multiple doctors talking about how great and effective their products are. This gives Qiagen respect and authority, resonating with their potential customers as these claims come from third-party clients.
In another social proof example, at the top of this page, we see the logos of brands Qiagen is associated with. These provide a subconscious level of social proof and credibility that a visitor would likely take comfort in should they be considering using the brand. Second, they have a blog section with informative articles that establish them as a thought leader in the space.
Leverage Paid Ads to Fill Your Sales Pipeline
Paid advertising is a strategic avenue for accelerating your medical device marketing efforts. Google Ads, as highlighted for search intent, allow you to capture the attention of ideal clients actively searching for relevant keywords related to your device(s). This ensures that your product is visible at the precise moment when potential customers are seeking solutions.
Below, we see two different ad types. The top ad with pictures are Google Shopping Ads while the second are Google Search Ads. This is valuable real estate for brands that want to get in front of searchers with purchase intent.
Additionally, LinkedIn ads are also effective for targeting Ideal Customer Profiles (ICPs) in the medical field. The platform’s advanced targeting options enable you to reach specific job titles, industries, and professional demographics.
For these ad types, it is recommended to partner with a company experienced with biotech paid media so that they can evaluate and recommend paid advertising opportunities on a case-by-case basis.
SEO for Full-Circle Sales Cycle Awareness & Lead Generation
SEO can drive organic traffic, generate leads and ensure a continuous flow of engaged prospects through the various stages of your sales funnel. For medical device sales specifically, an SEO plan should revolve around:
Product pages
Category pages (see example below)
Supporting content to drive traffic and brand awareness
For example, the below page from DRE Medical appears to have invested in some SEO in order to rank this page on ENT Equipment.
They rank number 1 for key high purchase intent keywords such as “ent medical supplies,” “ent equipment” and others related to their product offerings. This is an example of bottom-of-the-funnel SEO as it relates to purchase intent.
The site also does a good job of funneling search traffic for top-of-the-funnel searches with its medical glossary, which ranks for general searches like “nasalplasty” or “fulguration.”
If your company doesn’t have in-house staff to constantly work on developing your SEO for the medical devices, it is strongly encouraged that you partner with an agency that can help make sure your medical devices don’t slip through the cracks.
Incorporating these expert-level tips into your medical device marketing strategy can position your brand for success, resonate with your target audience, and enhance your overall marketing effectiveness.
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.
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 below list is reserved for those that exclusively focus in this vertical. 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 specialized life science marketing agency known for its performance-driven, multi-channel approach to digital marketing. With nearly 15 years in the industry, the agency has built a reputation for helping biotech and life science companies elevate brand awareness and lead generation through a strategic mix of SEO, paid media (Google Ads, LinkedIn Ads), content marketing, and high-performance web design. Unlike agencies that primarily serve enterprise companies, Digital Elevator focuses on high-growth, small to mid-market organizations that need an agile, ROI-focused partner to help them scale.
Specialization:
Multichannel marketing, eCommerce, brand awareness, lead generation
Ideal client:
Small businesses to mid-market enterprise
Client examples:
McKesson, Champions Oncology, iQ Biosciences, Solvias
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 now 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
Get a free marketing plan 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.
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.
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.
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 public relations strategy is the first step in creating a successful PR campaign for a biotech company. 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.
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.
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.
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.
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.
In the ever-changing and fiercely competitive pharmaceutical landscape of today, where revolutionary breakthroughs and transformative innovations drive progress, the impact of pharmaceutical marketing agencies cannot be overstated.
Whether you’re a CEO, marketing executive, or scientist-founder, successfully navigating the intricacies of pharma marketing demands strategic decision-making and a profound understanding of the value that the right marketing agency can offer.
Just as scientific research is characterized by specialization and diversification, so too are the marketing agencies catering to the pharma industry. By carefully selecting a partner that specializes in your specific area of focus, you gain access to a wealth of expertise, customized strategies, and industry insights that will propel your organization toward its ultimate goals.
Below are some of the best pharma marketing agencies, where specialization and excellence converge to accelerate your path to success.
What makes me qualified to cover this topic?
With almost 15 years of experience in healthcare marketing and holding the positions of CEO and founder of a pharma marketing agency, I possess comprehensive expertise in crafting successful marketing strategies for companies of all sizes. Over the years, I have witnessed both the triumphs and failures of companies based on their marketing partnerships, granting me an intimate understanding of the top-performing pharma marketing agencies and their diverse strengths.
For ease of reference, let me define the agency’s ideal clients based on typical client types. A “small business” is characterized by generating under $38.5 million in revenue annually and having less than 1,500 employees. A “mid-market enterprise” falls within the $38.5 million to $1 billion range in annual revenue and has a workforce of 1,500 to 2,000 employees. Finally, a “large enterprise” surpasses $1 billion in yearly revenue with over 2,000 employees.
Digital Elevator
Digital Elevator is a full-service digital marketing agency based in South Florida that focuses on serving emerging pharma brands and has gained recognition for its expertise in biotech web design services and growth marketing expertise such as PPC and SEO. Notably, the agency distinguishes itself as a budget-friendly alternative to larger ad agencies that primarily target mid-market and enterprise clients.
Their ideal clientele includes small businesses and those who serve B2B markets (growth marketing), or pharma companies in need of messaging and comprehensive user experience graphic design.
Archbow Consulting helps pharmaceutical and biotech companies achieve their commercial goals through strategic and tactical approaches to Distribution, Pharmacy, Patient Access, and Payer support. From this foundation, they have built the requisite skills to support service vendors (i.e. Specialty Pharmacies, Distributors, Patient Support Service Providers, PBMs…) via targeted messaging into Pharma to accelerate awareness and secure incremental business opportunities.Specialization: Archbow focuses on end-to-end commercialization support across distribution, pharmacy, patient access, and commercial strategy. They specialize in: Market Landscape Assessments, Solution Design, Market Research, Fair Market Value Support, RFP Management and Vendor Selection, Program Implementation and Optimization. They also offer a wide range of marketing services, including marketing and value proposition, content creation, market research, and branding support to Pharma and Service Vendors alike.
Ideal Client: Their ideal clientele includes a range from small, emerging pharma manufacturers to large enterprise pharma manufacturers, as well as Specialty Pharmacies, Distributors, and Patient Support vendors.
Client examples:
Due to confidentially, Archbow does not their client list. They support approximately 125 clients at any given time.
BioStrata
Based in Cambridge, England, BioStrata is a marketing agency specializing in offering a wide array of life sciences marketing services. Their expertise spans from digital marketing to lead generation and tradeshow support. While their primary focus lies on serving larger enterprise clients, they also extend some of their services to smaller brands.
Specialization:
Brand awareness, lead generation, and product launches,
Ideal client: Mid-market enterprise to large enterprise
Supreme is a pharmaceutical marketing agency boasting extensive expertise in the science industry. They offer a range of services, including digital marketing and website development, tailored to cater to the needs of pharmaceutical, medical device, diagnostic, and biotech brands.
Specialization
Digital marketing, lead generation, and ecommerce.
Ideal client:
Mid-market enterprise to large enterprise
Client examples:
FujiFilm, Covaris, 10x Genomics
Samba Scientific
Samba Scientific has built a reputation for its effective lead-generation campaigns, which leverage audience profiling, tactical planning, and comprehensive reporting. Their expertise extends to webinar management and promotion, as well as conference conceptualization, all contributing to successful lead-generation efforts.
Specialization:
Lead generation combined with event management.
Ideal client:
Small business
Client examples:
Fabric Genomics, HTG
Forma Life Science Marketing
Forma Life Science Marketing, headquartered in Raleigh, North Carolina, is a renowned marketing agency specializing in brand strategy and implementation. Their expertise extends to internal employee coaching and alignment, and they also offer comprehensive trade show and marketing support, helping their clients excel in 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 offers a wide range of marketing services, encompassing both traditional and digital approaches. Their expertise includes media planning and PR, media buying, creative design, and web services. Catering to diverse industries, they collaborate with clients in the pharma, biotech, analytical science, nutraceutical, food, and cosmetics sectors.
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 an accomplished digital marketing consultant with a unique blend of experience in scientific research and agency-side digital marketing. Leveraging this expertise, he offers content creation, SEO, and comprehensive digital marketing training services to his clients.
Specialization:
Pharma digital marketing consulting.
Ideal client:
Small business
Client examples:
Tip Biosystems, Fortis Life Sciences
Guide to Working with a Pharma Marketing Agency
When seeking a long-term partnership with a pharma marketing agency, it’s essential to consider key factors that guide your decision-making process:
Industry Expertise: Choose an agency with a deep understanding of the pharma industry, familiar with its challenges, regulations, and trends, enabling them to craft targeted strategies that resonate with your audience.
Specialization: Assess the agency’s focus within the pharma field, ensuring it aligns with your specific area of focus, granting access to relevant industry insights and connections.
Track Record: Examine the agency’s portfolio to gauge their ability to deliver results through successful campaigns that generated engagement, brand awareness, and business growth for clients.
Strategic Approach: Look for a reliable agency that emphasizes thorough research, data-driven decision-making, and adaptability to changing market dynamics in their marketing strategies.
Integrated Marketing Solutions: Opt for an agency offering a comprehensive suite of marketing services, facilitating a cohesive and integrated approach to your marketing efforts.
Collaboration and Communication: Ensure strong collaboration and communication with the agency, fostering a transparent and trustworthy relationship for shared objectives.
Scalability and Flexibility: Verify the agency’s ability to scale and adapt to your evolving marketing needs, providing ongoing support as your company grows or enters new markets.
Client References and Testimonials: Request client references or testimonials to gain insights into the agency’s working style, responsiveness, and overall client satisfaction.
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.
Pharma Marketing Agency FAQ
Pharma marketing agencies provide a diverse array of services that cater to the distinct requirements and challenges of the industry. These services encompass:
What services do pharma marketing agencies provide?
Pharma marketing agencies offer a variety of tailored services to meet the industry’s distinct needs and challenges. These services encompass:
Strategic Marketing Planning: Agencies collaborate with clients to create comprehensive marketing strategies that align with their business goals. This involves conducting market research, competitive analysis, and identifying target audiences, resulting in strategic plans that effectively position products or services.
Branding and Positioning: Agencies assist in developing and refining brand identities, messaging, and positioning strategies. They craft compelling brand stories, design impactful logos and visual assets, and ensure consistent brand representation across various marketing channels.
Digital Marketing: Agencies excel in digital marketing channels, including biotech website development, search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, content creation, email marketing, and online lead generation. Utilizing data-driven approaches, they optimize digital campaigns to maximize reach, engagement, and conversion.
Content Marketing: Agencies devise content strategies and create high-quality content tailored to the life sciences industry. This content includes educational articles, blog posts, whitepapers, case studies, videos, infographics, and other formats aimed at engaging and educating target audiences. Content marketing establishes thought leadership, enhances brand credibility, and attracts and nurtures 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 cultivating 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. Analyzing data helps 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. These may include workshops, seminars, or online courses tailored to marketing strategies specific to the industry.
Pharma 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 pharma marketing cost?
The expenses associated with pharma marketing can vary considerably, influenced by factors such as the scope of services needed, project complexity, organization size, target audience, and campaign objectives. It’s essential to consider that pricing structures and fee arrangements differ among marketing agencies, adding to the variability of costs.
What are some pharma marketing trends?
Pharma 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: Pharma marketers increasingly focus on personalized messaging and targeted communication to engage audiences. Leveraging data analytics, customer insights, and segmentation strategies allows for tailored messaging to specific customer personas, addressing their unique needs and preferences.
Digital Transformation: The pharma industry has undergone significant digital transformation, and marketing is no exception. Digital marketing channels like websites, social media platforms, email marketing, and SEO are critical tools for reaching and engaging target audiences. Marketers invest in digital strategies to enhance brand visibility, drive customer engagement, and generate leads.
Content Marketing and Thought Leadership: Content marketing remains a powerful trend in pharma marketing. Organizations develop high-quality content, including blog posts, articles, whitepapers, videos, and webinars, to educate, inform, and establish thought leadership. Valuable content builds trust, credibility, and loyalty among target audiences, positioning companies as industry leaders and go-to resources.
Influencer Marketing: Collaborating with influential figures in the pharma field, such as key opinion leaders, researchers, or renowned healthcare professionals, gains traction. Partnering with relevant influencers helps companies amplify their reach, increase brand awareness, and leverage the credibility and expertise of these influencers to promote products or services.
Patient-Centric Marketing: With a growing emphasis on patient-centric healthcare, pharma marketers shift their focus towards patient engagement and empowerment. Companies create 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 integrate into marketing strategies to enhance customer experiences, streamline processes, and drive insights. AI-powered chatbots, predictive analytics, and data-driven decision-making enable 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 pharma industry. Webinars, virtual conferences, and online product launches have become popular alternatives to in-person events, allowing for global reach, cost-effective networking, and seamless knowledge sharing.
Regulatory Compliance in Marketing: With strict regulations governing the pharma industry, marketers emphasize maintaining compliance in their efforts. Adhering to regulations set by authorities like the FDA ensures promotional materials and campaigns meet legal requirements, ensuring patient safety and trust.
Should I work with a life sciences marketing agency or consultant?
When considering whether to work with a pharma marketing agency or a consultant, several factors come into play, including the scope of services required, scalability, specialization, flexibility, cost considerations, and desired level of collaboration. Marketing agencies provide comprehensive expertise, scalability, and collaborative teamwork, making them well-suited for organizations needing a full range of services. On the other hand, consultants offer specialized knowledge, customization, and direct engagement, making them an ideal choice for specific projects or niche expertise. Evaluating your organization’s specific needs, resources, and the scale of your marketing initiatives will help determine the best fit for your requirements.
Step into our all-encompassing collection featuring the best pharma websites of the year! Within this article, we plunge into the ever-evolving realm of pharmaceuticals to present a lineup of the most inventive, user-centric, and visually remarkable websites that are redefining benchmarks in the field. Ranging from pioneering research establishments to visionary pharmaceutical enterprises, these handpicked websites have been meticulously chosen to spotlight their outstanding designs, instinctive user experiences, and enlightening information. Join us in embarking on a journey through the forefront of digital biotechnology as we applaud the websites propelling remarkable advancements in this domain.
New to the list is Haleon, a bit more risque on the design side but that is what we like about it. As opposed to the cold and corporate look most pharma companies opt for, this site is a welcome respite with bold branding, dynamic video within the hero section, and an interesting play on the “e” in the logo throughout the site. It maintains the storytelling aspect of modern pharma sites, but includes some product elements that no doubt drive some awareness to items you probably have in your medicine cabinet.
Roche’s website showcases a modern and informative platform, providing visitors with insights into the company’s diverse portfolio of diagnostic products and biopharmaceuticals, with a special focus on oncology. Their website is interactive and constantly changing as you scroll through it, providing a refreshing user experience throughout.
Alexion Pharmaceuticals’ website highlights its dedication to developing therapies for rare and ultra-rare diseases, aiming to transform patients’ lives. Their website does a great job of using images to help support what they are fighting for.
Novartis’ website features a user-friendly interface with clear navigation, showcasing the company’s commitment to transforming patients’ lives through innovative medicines and cutting-edge research.
Sangamo Therapeutics’ website emphasized its leadership in gene editing and gene regulation technologies, aiming to address genetic diseases. Their website is sleek and has great social proof with the doctors in the pictures having the logo of the company. They weren’t just using stock images which is a great touch.
Grifols’ website focused on its commitment to advancing healthcare solutions, particularly in the areas of plasma-derived medicines and transfusion medicine. Their persuasive video in The Hero does an amazing job of showing the company’s values and what they aim to achieve.
Bluebird Bio’s website emphasizes its pioneering work in gene therapy, particularly for severe genetic disorders, with a commitment to transforming patients’ lives. There is comfort and diversity through their use of images and font choices.
Alnylam Pharmaceuticals’ website highlights its leadership in RNA interference (RNAi) therapeutics, targeting the root cause of genetic diseases. They have tons of custom graphic designs that elevate the user experience on the site. Small designs often go unnoticed but elevate a website to the next level.
Genentech’s website is praised for its clean design, intuitive navigation, and informative content that highlights its groundbreaking research and biotech advancements. Their approach to graphic design is unique and it makes them stand out amongst competitors. They have a cartoonish style that is genuinely one of a kind.
Gilead Sciences’ website is recognized for its comprehensive scientific resources and well-organized content, providing valuable insights into its antiviral and therapeutic breakthroughs. Their website is simple but highlights their missions effectively and in a way that is delicate to the eye.
BioMarin Pharmaceutical’s website showcase its dedication to developing therapies for rare genetic diseases, particularly in the fields of enzyme replacement and gene therapy. Their website is very sleek and has a minimalist aesthetic that helps keep clutter out of the way when browsing.
Johnson & Johnson’s website showcases its wide-ranging impact on global health, including pharmaceuticals, medical devices, and consumer healthcare products. They do a good job of reminding users of their breadth of services by having multiple pages explaining brands that they are affiliated with, and case studies highlighting their numbers.
Merck’s website features a modern design and provided information about the company’s commitment to advancing healthcare through research and development. They do a great job at highlighting their achievement, displaying their research, and making people at the forefront of their site.
Bayer’s website showcases its diverse portfolio, spanning pharmaceuticals, consumer health, and agricultural solutions, with an emphasis on improving lives worldwide. Their website is dynamic and allows for engaging changes as you browse through.
Incyte’s website showcases its focus on oncology and its commitment to developing targeted therapies for a range of cancers. Their hero image is outstanding. It almost looks like a movie poster with how well it was put together.
Mattek’s website showcases a professional and informative design, emphasizing its expertise in providing cutting-edge in vitro tissue models for various research applications. With an easy-to-navigate layout, they also show lots of social proof as to why they can be trusted along with gorgeous graphics.
Vertex Pharmaceuticals’ website has a sleek design, emphasizing the company’s groundbreaking work in cystic fibrosis treatments and its dedication to improving patients’ lives. This website took their animation to the next level by having a video in the background of the words of their header. It is super sleek and aside from that, their entire website is easily traversable with engaging content throughout.
Bio-Techne’s website highlights its broad portfolio of life science research tools, including reagents, proteins, and diagnostics. Their custom images and easy-to-navigate pages make for a powerful site that can easily get you the information you are looking for.
Horizon Therapeutics’ website highlights its dedication to rare diseases and its efforts in developing innovative treatments for patients with unmet needs. Their website has numerous videos and infographics that help to raise the quality of their site.
Moderna’s website features a clean and modern design, showcasing the company’s pioneering mRNA technology and its contributions to vaccine development. Moderna does a great job of showing its presence by having a simple, yet extremely high-quality website with multiple infographics and dynamic pages.
Novita has an aesthetically polished and informative website dedicated to advancing the fight against cancer, offering comprehensive insights into cutting-edge research and efforts to find a cure. Their graphics are great, they have 3D animations, aspects of the page that move in and out as you scroll, slightly varying shades of blue to distinguish information, and more. Novita does a great job at making a “simple” website look elegant.
Biogen’s website stands out with its user-centric approach, featuring interactive tools, patient resources, and engaging stories of individuals benefiting from their therapies. They have a very basic yet convincing video that can show their entire message all in the facial expressions of the main protagonist.
AbbVie’s website provides visitors with insights into its diverse portfolio of pharmaceutical products, with a strong focus on research and development for various therapeutic areas. They have a beautiful video in the background of the site and dynamic pages that keep you engaged throughout.
Novavax sets itself apart with engaging visuals that captivate visitors. Through innovative infographics, custom graphic design, and visually striking representations of their vaccine research, Novavax’s website and promotional materials effectively communicate complex scientific concepts, fostering an interactive and immersive experience for users, from scientists to the general public.
Atara Biotherapeutics’ website showcases its focus on T-cell immunotherapy for patients with cancer and autoimmune diseases. Their website’s color scheme is very unique and it also aligns with the custom graphics that they have on the sides. The website was clearly very well thought out.
Qiagen’s website features its expertise in molecular diagnostics and sample technologies, contributing to advancements in life science research and healthcare. Their website is easy to navigate and visually appealing. Simple and to the point, yet custom enough to stand out amongst others.
The GSK site was recently updated and sets the tone for what has become the standard look for big pharma websites. A focus on the end-user of their products, patients, rather than HCPs or the drugs themselves. The GSK site makes great use of subtly tying in characteristics from its logo into the design, using lots of visuals and story-telling, and tastefully incorporating the brand’s orange into the site.
Akouos excels at providing a user-friendly website with clear and engaging content about gene therapies for hearing loss, updated with the latest research and clinical trial information. Their website is also very uniform, with the same few colors used throughout, making everything seem together as one which makes it easy for the eyes to navigate through.
Mckesson’s website features a sleek and intuitive design with custom graphics, providing easy access to their diverse healthcare solutions and services. Visitors can explore their commitment to improving patient care, optimizing operations, and advancing healthcare through innovative technologies and industry expertise.
SenseiBio has an extremely sleek custom graphic design setup that allows for ease of access to the information they are trying to convey. Upon clicking their website, users instantly are intrigued by the images and can easily find out their mission since it is at the top of the page. They do a great job of balancing everything on the page.
Parexel does a great job at making their website feel modern. As you scroll, there is effortless transitions that make you wonder if you were even scrolling in the first place. They do a great job of using social proof as well as authority and custom graphics to make their website look nice and feel trustworthy at the same time.
Ironshore Pharma’s website impresses with its stunning, custom graphic design and user-friendly layout, effectively conveying its mission to enhance patient lives through innovative, patient-focused treatment options. Visitors can easily navigate through their ideals, reflecting a commitment to improving healthcare outcomes for patients and caregivers alike. The site has animations, custom graphics, video backgrounds, dynamic elements, etc.
With the Cambrian Bio website, navigating the website is effortless due to the well-organized menu and intuitive user interface. Their custom graphics go a long way to show the user that they care about quality and simplicity. Their color gradients are very appealing and it is what allows them to compete in the top 10, without necessarily having too many cutting-edge animations. They are unique and stand out based on their quality.
Inozyme really breaks the mold of your typical pharma website. Their choice of gentle pastel colors makes scrolling through their site a breeze, and they’ve got every category covered for anyone exploring their content. You can easily find information about their treatments while enjoying the pleasing visuals the whole time.
BioAge Labs’ website boasts a sleek and modern design, reflecting their cutting-edge work in aging research and healthspan extension. With engaging content and user-friendly navigation, the site highlights its commitment to transforming the future of healthcare and improving the quality of life for individuals worldwide. The scrolling feels satisfying with their minimalistic yet futuristic design. They have minimum words to easily get across information, as well as gorgeous and dynamic 3D animations that move with you through the page. Every part of the website just feels clean.
Want to discuss your next pharma website?
The Digital Elevator team specializes in pharma website design and development. If you have an upcoming project or are looking for some fresh ideas for your existing website, let us know.
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