Creating An Effective Life Science Advertisement
When it comes to navigating online paid marketing and creating an effective life science advertisement, marketers are up for a challenge.
The main reason being that in between all the legal restrictions, conveying information in a simplified way, and maintaining credibility with consumers and healthcare professionals, there is little room left for creativity and good content.
Compared to the science world, other industries have a much easier time when it comes to joining trends or using the paid advertising technology available like Google, Facebook, or Instagram Ads. With less regulations and consumer safety to worry about, the only thing left is to make sure their products are promoted correctly and their ad gets seen. But for life science and biotech brands, things aren’t as simple. In this field, the line between advertising your company the right way, or getting in trouble with the FDA, can be easily crossed.
If you are new to scientific advertisements, this article will show you how to make every word count when approaching your customers, while also complying with Google’s restrictions and regulations.
The Right Science Advertisement Is Built On Emotions
We live in an era of digital transformation and innovation. Even though times have changed, our basic human emotions haven’t — and emotions get you sales.
That’s why, if you want your life science advertisements to reach your customers and have the desired result, you must understand basic human psychology. Scientific advertisements don’t have to be cool, they have to to make an empathetic connection with their audience. As human beings, our health and that of those around us is a highly sensitive subject that can trigger emotions and sensations, and which fuels our interest in medical progress and scientific discovery. This is what offers marketing campaigns in the science world an upper hand.
Google restricts advertising for pharmaceutical products and the health conditions that they treat. But if you understand what makes people react, one can easily build engaging ads using images or animated video. By creating a video, you can express your brand story more clearly, and connect with your customers in an engaging way that you can’t always do with words on a screen. You don’t need to be specific about how your product or services work or cure certain conditions. You just need to create a science advertisement with positive connotations that can tap into the raw emotions of your consumers.
Abiding By Google’s Policies
If you are thinking where to place your science advertisement, Google is an enormously successful pay-per-click advertising system, effective for almost all industries. Compared to tv or newspaper advertising, Google ads are not only faster to produce results but also measurable, allowing you to get a quick idea if your campaign is returning ROI. Not to mention that among other social media platforms, websites, or search engines utilizing PPC ads, Google is the most popular, with 67% search market share.
So with Google as the king of digital ads, and health queries making 1 in 20 searches, as a marketer in the life sciences field looking to push your brand to the top, your scientific advertisements have to appear on Google. But here’s where the trouble may start.
There are many industries that have to deal with rigid legislation and complex bureaucracy, but the regulatory processes surrounding life sciences are particularly complex. And when looking to post your science advertisement on Google, you need to respect the platform and its advertising policies. Keep these tips in mind:
Tip #1
You need to read Google’s ad policies for healthcare and medicine. According to their policy, only companies that have been approved by Google as a certified healthcare-related adviser can target ads.
Tip #2
You must know your audience and address their needs. Remember that compared to many other businesses, your customers are more informed and they know what they want. There is little education involved, which means you need to win them over by being a trustworthy resource and answering their question right away. Something to keep in mind when planning your next life science advertisement campaign.
Tip #3
Don’t oversell your products’ positive effects and results just to make more sales. Even if your product is the best thing out there, don’t guarantee instant fixes or full body benefits. In the healthcare space, these types of ads make you appear shady and can cost you the loss of your customers’ trust. Not to mention, if your product doesn’t meet your audience’s expectations, it would leave you exposed to all sorts of legal actions and lawsuits.
Tip #4
With paid advertising you need to create and test different images, video, copy, and continuously optimize. Google’s paid marketing doesn’t come with a set of laws that work for everyone. But, it does provide you with a ton of options so you can customize your ads to your particular needs and target the audiences you want to reach. Being flexible and fast in showing results, Google is a great workaround for new businesses and start-ups alike. Beware though. Oftentimes, life science companies think they have their audience targeting figured out, and will spend a lot of time and money targeting the wrong audience. This is why it’s so important to perform customer research and create buyer personas before you start advertising. Do the research, and let the data speak for itself. The customer you think will buy your product may not always be the right one, so don’t skip this step.
Final Note
Google Ads is a great Internet platform for running your marketing campaign. When used right, it can bring your life science advertisements in front of the right audience fast, help you improve your digital presence, and bring you the desired results.
We hope you found today’s post insightful, and would like to invite you to follow our blog for more similar articles on growing and scaling a life science brand using digital marketing. You can also join our LinkedIn group with over 8000 members. For any inquiries regarding life science marketing, or if you need guidance with running Google Ads, don’t hesitate to contact us.
