Life science marketing automation allows brands in the healthcare and biotech industries to deliver the most relevant content at the right time. It also makes it easier for recipients to sign up to their email list and engage consistently. Here are some great tips and tools that will help you take advantage of marketing automation for your brand.
It’s 2022, and marketing automation is all the rage.
This handy new technology optimizes multifunctional campaigns and manages marketing processes across multiple channels. Marketing automation is a great tool for your business to target and contact personalized customer groups through automated marketing messages such as email, social media, or even text messages. It helps marketers communicate with healthcare professionals at scale and prioritize accounts based on behavior graphs and other buyer-readiness signals.
Healthcare and biotech companies are racing to get a digital facelift, focusing on improved agility, digital growth, and maturity while reducing internal costs and striving for smoother internal procedures.
On the flipside, health consumers rely more and more on digital recommendations, which raises the importance of having clear and consistent communication channels.
So what can a marketing automation system do for life science companies?
Life Science And Marketing Automation
Start by evaluating your business’s current marketing resources, skills, attitudes, and practices to determine how much a marketing automation (MA) upgrade can offer.
Here is a rough guide to help you establish how sophisticated your company’s marketing model is.
First Level (Basic)
Your keyword: Research. At this stage, you are pretty much testing the waters, identifying your customer’s needs and what you can provide for them.
Second Level
At this stage your keyword is Position since you need to position your company in a way that meets all seven essential requirements: clarity, uniqueness, sustainability, authenticity, importance, believability and compellingness.
Third Level
Articulation. You are articulating your brand’s position clearly and compellingly. You already have a set of visuals accompanying a clear brief of your identity and mission.
Fourth Level
Expansion. Your company is already broadening its reach to include more touchpoints while still maintaining its consistency. Perhaps you have several marketing campaigns on the roll.
Fifth Level
This is all about Integration and Measurement. Your company name shows up on the first page of a Google search. You are already using SEO tools to implement feedback from your campaigns and possess a growing network of clients and collaborations. Your team is already computing ROI for your campaigns.
Sixth Level
Engaging Content Creator. You are no longer just a service provider but a content creator, delivering educational insight and inspiration in the life science’s field. Your marketing efforts are already paying off.
Using Life Science Marketing Automation To Its Fullest
To fully benefit from MA, you need to make sure all previous stages are well accounted for.
CRM
Make sure you have an updated list of life science contacts. This list should be clearly defined and well-maintained through your CRM — Customer Relationship Management. You can connect your CRM database to a marketing automation system.
The bigger the volume, the better the results. MA works best when dealing with a steady stream of traffic feeding your website. For example, if you have a large sales list, you can contact them via MA rather than having a sales team contact each client individually.
Content
For an effective MA system, you need to make sure your website is magnetic, which, in online jargon, means easy to find around the web. This is achieved through effective SEO. Also, make sure you have a steady flow of unique, relevant, and engaging content. One idea is to establish an editorial calendar which you will track as content goes live. This will keep your page active and will enhance your MA results.
Complex Sales
Buyers in the Biotech field are often sophisticated buyers that go through a great deal of research before deciding. This will require several interactions between the potential clients and the Sales and Marketing teams. This is MA’s time to shine, as it will nurture and help the buyer navigate through the buying cycle.
Data
Measurements and experimentation — i.e., consider A/B testing — are the bread and butter of life science marketing automation. The more skilled you are at using data, the better your results.
Resources
Consistently investing your resources — namely time, money, and effort — into process optimization will result in a smoother marketing automation operation. In other words, this is a great way for your life science company to build momentum over time.
Integration Is Key
To maximize efficiency you need to provide your customers with time-efficient and relevant communications. This can be achieved through coordinated campaigns and the exchange of real-time information between the Marketing and Sales teams.
Integration basically represents the automated evaluation of logic-based rules dictating information flow between systems. To reach peak coordination efficiency between teams, one must learn to combine these.
You can opt for native integration, namely two software tools exchanging info directly with a series of pre-written rules. Or you can go for custom integration. This model involves a third-party marketing automation tool that communicates with each software and moves data between systems using your company’s rules.
Keeping your teams in sync when juggling data is a great company asset. Imagine how easy it would be for your field sales representatives to reach HCPs via automated programs delivering valuable content — news, behavioral signals, clinical support, etc. Or if you are, say, preparing a product launch. The MA program can retarget engaged HCPs across paid media while the marketing team is launching a cross-channel campaign to create awareness for the new product. The sales team will then be alerted that the HCP is ready to start sampling, and they can jump in to prescribe the said product.
Is Your Life Science Brand Suited For Marketing Automation?
Marketing automation tools can be implemented at any time, but it works best when a solid foundation is in place. Are you just starting out, or are you already a player on the market?
Marketing automation can be a great tool to help you generate awareness.
A large contact list, a high web traffic volume, a steady stream of content, the right attitude, and an investment in resources will allow any life science company to reap the rewards of their marketing automation installment.
For more info and advice on life science marketing automation, get in touch with us. At Sciencia Consulting, we are experts in the life science industry, offering product launch consulting, content marketing, or life science SEO services.
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