Marketing
Email blasts, blog articles, web content, adverts……
Life science marketing requires high quality, often technically complex marketing material.
Inbound content marketing strategies require engaging content that position you as a thought leader and draw people to you.
An initial investment in the production of high quality content pieces will pay off as you repurpose and build upon this content.
Outbound or Inbound?
Outbound
Outbound marketing tactics such as mailshots, cold calls, email blasts, advertising, tradeshows etc can be a straightforward way of informing your customers about a product or service - particularly if you have a database of clearly defined customers already.
However, with customers receiving thousands of such messages a day and devising more sophisticated ways of blocking them out, eg spam filters, pop-up blockers, outbound marketing can become a struggle to make yourself heard above the noise.
Inbound
Rather than sending your message “out” to people who you think want to receive it, “inbound” marketing draws them to you, to listen to what you have to say. Inbound marketing requires the generation of valuable content eg reviews, blogs, social media posts, website forums.
Inbound marketing is about presenting yourself as a thought-leader and generating trust so that people come to you to seek information to solve their problems, leading to product sales.