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Claim Trending Life Science Topics With Smart Communication Roadblocks

Claim Trending Life Science Topics With Smart Communication Roadblocks

This is a blog by Mark Verzijl, Consultant at Sciential.

๐˜›๐˜ฉ๐˜ฆ ๐˜ฏ๐˜ฆ๐˜น๐˜ต ๐˜ฃ๐˜ช๐˜จ ๐˜ต๐˜ฉ๐˜ช๐˜ฏ๐˜จ, it also exists in life sciences. It concerns typically a topic that is trending around the web (e.g., third generation sequencing) or is the key point of discussion at conferences or round tables. Whitepapers, blogs and publications will help to claim authority, but this exposure is usually short-lived and has a limited echo effect. And that is best case scenario because it is likely that a significant share of your audience never consumes your content in the first place.

My tip to life science marketers is to schedule three to four communication roadblocks a year. I define a roadblock as a short period of two weeks in which there is no way that your audiences can miss your presence. To create a roadblock, make sure to be visible on as many channels (both online and offline) as possible, only within the scope of the topic. Some of my go-to tactics are:

โ–ช๏ธ ๐๐จ๐ฌ๐ญ ๐จ๐ซ๐ ๐š๐ง๐ข๐œ๐š๐ฅ๐ฅ๐ฒ ๐จ๐ง ๐‹๐ข๐ง๐ค๐ž๐๐ˆ๐ง ๐š๐ง๐ ๐“๐ฐ๐ข๐ญ๐ญ๐ž๐ซ ๐ฎ๐ฌ๐ข๐ง๐  ๐ซ๐ž๐ฅ๐ž๐ฏ๐š๐ง๐ญ ๐ก๐š๐ฌ๐ก๐ญ๐š๐ ๐ฌ.
โ–ช๏ธ ๐€๐๐ฏ๐ž๐ซ๐ญ๐ข๐ฌ๐ž ๐จ๐ง ๐‹๐ข๐ง๐ค๐ž๐๐ˆ๐ง ๐ฐ๐ก๐ข๐ฅ๐ž ๐ญ๐š๐ซ๐ ๐ž๐ญ๐ข๐ง๐  ๐ข๐ง๐ญ๐ž๐ซ๐ž๐ฌ๐ญ ๐ ๐ซ๐จ๐ฎ๐ฉ๐ฌ.
โ–ช๏ธ ๐๐ž ๐ฌ๐ญ๐ซ๐จ๐ง๐ ๐ฅ๐ฒ ๐ฏ๐ข๐ฌ๐ข๐›๐ฅ๐ž ๐ฐ๐ข๐ญ๐ก ๐ฌ๐ž๐š๐ซ๐œ๐ก ๐š๐๐ฌ ๐Ÿ๐จ๐ซ ๐ญ๐ก๐ž ๐š๐ฎ๐๐ข๐ž๐ง๐œ๐ž ๐ฌ๐ž๐š๐ซ๐œ๐ก๐ข๐ง๐  ๐จ๐ง ๐ซ๐ž๐ฅ๐ž๐ฏ๐š๐ง๐ญ ๐ช๐ฎ๐ž๐ซ๐ข๐ž๐ฌ.
โ–ช๏ธ ๐’๐ก๐จ๐ฐ ๐๐ข๐ฌ๐ฉ๐ฅ๐š๐ฒ ๐›๐š๐ง๐ง๐ž๐ซ๐ฌ ๐š๐ง๐ (๐˜๐จ๐ฎ๐“๐ฎ๐›๐ž) ๐ฏ๐ข๐๐ž๐จ๐ฌ ๐ญ๐จ ๐ฉ๐ž๐จ๐ฉ๐ฅ๐ž ๐ซ๐ž๐œ๐ž๐ง๐ญ๐ฅ๐ฒ ๐ฌ๐ž๐š๐ซ๐œ๐ก๐ž๐ ๐Ÿ๐จ๐ซ ๐ซ๐ž๐ฅ๐ž๐ฏ๐š๐ง๐ญ ๐ช๐ฎ๐ž๐ซ๐ข๐ž๐ฌ ๐จ๐ง ๐†๐จ๐จ๐ ๐ฅ๐ž.
โ–ช๏ธ ๐๐ž ๐ฉ๐ซ๐ž๐ฌ๐ž๐ง๐ญ ๐ฐ๐ข๐ญ๐ก ๐š๐๐ฌ ๐š๐ซ๐จ๐ฎ๐ง๐ ๐ซ๐ž๐ฅ๐ž๐ฏ๐š๐ง๐ญ ๐ฌ๐ญ๐ฎ๐๐ข๐ž๐ฌ ๐š๐ง๐ ๐ฉ๐š๐ฉ๐ž๐ซ๐ฌ (๐ž.๐ ., ๐จ๐ง ๐‘๐ž๐ฌ๐ž๐š๐ซ๐œ๐ก๐ ๐š๐ญ๐ž).
โ–ช๏ธ ๐†๐ž๐ญ ๐ง๐จ๐ญ๐ข๐œ๐ž๐ ๐จ๐ง ๐ฅ๐ข๐Ÿ๐ž ๐ฌ๐œ๐ข๐ž๐ง๐œ๐ž ๐ก๐ฎ๐›๐ฌ ๐ฐ๐ข๐ญ๐ก ๐จ๐ฎ๐ญ-๐จ๐Ÿ-๐ก๐จ๐ฆ๐ž ๐š๐๐ฌ (๐ž.๐ ., ๐›๐ฎ๐ฌ๐ฌ๐ญ๐จ๐ฉ๐ฌ ๐จ๐ซ ๐ญ๐ซ๐š๐ข๐ง ๐ฌ๐ญ๐š๐ญ๐ข๐จ๐ง๐ฌ).

Since you advertise so specifically and hyper-targeted on this topic, a roadblock does not necessarily has to be expensive. This way, life science brands can incorporate roadblocks for multiple relevant topics, within the scope of their marketing budget.

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