This is a blog by Mark Verzijl, Consultant at Sciential.
"๐๐ช๐จ๐ช๐ต๐ข๐ญ ๐ฎ๐ข๐ณ๐ฌ๐ฆ๐ต๐ช๐ฏ๐จ ๐ช๐ด ๐ข๐ฏ ๐ข๐ฃ๐ด๐ฐ๐ญ๐ถ๐ต๐ฆ ๐ฏ๐ฐ-๐ฃ๐ณ๐ข๐ช๐ฏ๐ฆ๐ณ, ๐ฉ๐ฐ๐ธ๐ฆ๐ท๐ฆ๐ณ, ๐ช๐ต ๐ช๐ด ๐ฏ๐ฐ๐ต ๐ถ๐ด๐ฆ๐ง๐ถ๐ญ ๐ง๐ฐ๐ณ ๐ฐ๐ถ๐ณ ๐ฃ2๐ฃ ๐ญ๐ช๐ง๐ฆ ๐ด๐ค๐ช๐ฆ๐ฏ๐ค๐ฆ ๐ฃ๐ถ๐ด๐ช๐ฏ๐ฆ๐ด๐ด ๐ค๐ข๐ด๐ฆ". This is a line that I have heard quite often. Life science marketers, business developers and c-suite executives often think that within life sciences there is a limited menu to choose from. Some Google ads, maybe a LinkedIn campaign here and there, but you typically reach this audience on on events and conferences- they say.
I promise you all, that is not true. Besides all the smart tactics you can use to target your audience with a laser focus through digital channels, you can also โjustโ leverage data. Obviously with your first & second party data (your web visitors, CRM data โ I hope you already use that) but especially third party data. When your company strives to address a new group of prospects or tap into a new audience, third party data can definitely help you.
Also within life sciences, there are a lot of third party data vendors. Companies that make audiences segments available for you to use on your platforms of choice. This way you can perfectly sniper-target founders of biotech-startups or R&D directors of drug developing companies on basically each channel you want. Because that is usually the challenge; most channels are called โb2cโ platforms because the pre-defined audiences are not b2b (and especially not life sciences) related. However, when you have access to the right data, these audiences become targetable all of the sudden. Then, it appears that there is no such thing as a b2c or b2b platform โ when you are able to target the right audience with an appealing message, every channel becomes relevant. Then it is basically business-to-human rather than business-to-consumer or business.
In short, make sure to get access to the right data sets to increase your toolkit in terms of digital marketing so you are not completely reliant of the beaten paths and doing exactly the same things as your competitors.
