The digital marketing landscape is changing fast and this will continue to happen in 2022. For most life sciences and health organizations, it becomes inevitable to regularly adapt their marketing strategies to the latest digital marketing trends. At Sciential, we identified the key digital elements that should be considered when developing your new 2022 marketing strategy.

Prepare for the Cookieless Era

Due to new changes in laws such as GDPR and CCPA, it will be legally harder to use third-party cookies in 2022. And as you might know, almost the entire digital marketing landscape is structured around 3rd party cookies. The expectation is that within the coming years we will enter a new era, completely free of these cookies. Especially since Google announced that they will ban 3rd party cookies in the nearby future, we advise you to start adapting right away. Therefore, we listed some action points below:  

  1. Collect and leverage first-party data to learn more about your target audience
    First-party data, basically your own data such as website visitors, newsletter subscribers, or other contact details, is a gold mine for understanding your customer/client, their intent, and their journey. This data can be leveraged through advertising channels (and make similar audiences out of it) and direct marketing. Start collecting this data right away and request the required consent in your privacy policy to actually make this data actionable.
  2. Contextual targeting enables mimicking your audiences
    Contextual targeting, reaching your audience within a relevant context, is a cookie-free strategy, and so you can test and learn various keywords and content categories to mimic audiences you are currently trying to reach with cookies. Since it is not based on cookies, contextual always has been there and always will be. Therefore, 2022 will be the year to really master and improve your contextual targeting game.
  3. Make smart use of 2nd party data
    Work with your top publishers who can curate similar audiences using their first-party data, and conduct Request for Information (RFI) to understand the scale and reach against your audience and your future roadmap. For instance, at Sciential, we closely work together with external data providers such as digital Audience to target external audience segments in Facebook that are available for regular advertisers.  
  4. Informed prospecting
    Start testing right away on different browsers such as Safari and Firefox which have been cookieless for some time. The learnings and insights you collect here can easily be copied to other browsers such as Chrome.

Prepare for mobile-first indexing

Historically, the website index was primarily based on the desktop version of a page’s content when evaluating the relevance of a page. Since the majority of users now access Google Search with a mobile device, pages will be primarily indexed based on user queries on mobile since the second half of 2021. At Sciential, we noticed that the vast majority of the websites are still optimized for desktops and are lacking for mobile devices. Although it seems obvious that the desktop will remain to be the most dominant device within the B2B LS&H industry, Google will still rank the search engine results based on the mobile websites. Due to the new mobile-first indexing, Google recommends taking a number of steps to ensure your website is optimized for mobile-first indexing.  

  1. The Googlebot should be able to access and render your mobile version.
  2. Content should be the same on desktop and mobile.
  3. Check your images and videos.
  4. Stay on top of mobile errors and new Google updates.

Lead Identifier

Start identifying your B2B website visitors and increase your business development efficiency. Using a Lead Identifier tool, you can easily find out which companies are visiting your website hence turning anonymous website visitors into actionable company names. At Sciential, we developed our own software tool that provides unique access to high-potential leads who are actively searching for your products or services. Our Lead Identify tool is completely cookie-free and GDPR compliant making it a sustainable tool for the future. The Sciential Lead Identifier is free of charge for our clients.