This post was originally written by Jill Roughan at Sciencia Consulting

2023 is just around the corner, and everyone is curious to find out which life science marketing trends will rise and which will become obsolete. Join us as we explore the key strategies companies have used so far and uncover how the digital marketing landscape will look like in the following year.

If you want to discover the 2023 predictions regarding biotech and life science marketing trends, we hope you will find our post helpful in planning your future strategies. Join us as we explore the key strategies companies have used so far, while uncovering how the digital marketing landscape will look like in the following year.

Are Life Science and Biotech Marketing Trends Shifting?

All life science digital marketers who are interested in becoming more efficient in attracting new customers should keep up with modern marketing shifts. A perfect example of this is the COVID-19 pandemic bringing about some major changes, forcing many healthcare systems to digitize their strategies and find new ways to network and reach their customers.

In this current climate, you’re probably wondering what are the global marketing objectives and plans the digital marketing world is focusing on in 2023. 

In a recent survey conducted by Sciencia Consulting, marketers in the life sciences and biotech fields answered questions regarding their future strategy.

First of all, it’s important to note that we covered digital marketing teams from various countries. Their similar answers show that marketing plans and trends for 2023 are the same all over the globe.

As seen below, creating compelling content is a major priority for all. Gaining customer and market insights in real time, and collecting and analyzing data driven metrics, come second.

Creating compelling content that has high client engagement is seen as a major challenge. And so is the implementation of tools for lead generation.

80% of the marketers responded that their online marketing efforts will prioritize website improvement.

And, 30% of the marketers consider that raising viewer engagement through video content is essential in the following year. 

Since these two results stand out the most in terms of what life science marketing trends hold for us in 2023, let’s analyze them more in depth.

Website Upgrades In 2023

As far as website upgrades and improvements go, the possibilities are limitless. But for life sciences brands, what matters in 2023 is accessibility, transparency, and shifting towards mobile use.

Accessibility 

Life science companies are commonly constrained by government and industry regulations. Their content should follow strict rules, and the disclosure of information should adhere to certain regulations. But this doesn’t mean these websites should not aim to perform in user experience.

Your website must be broad-reaching to an audience consisting of several types of visitors. To properly deliver their message and reach their sales goals, the anticipated 2023 life science marketing trends require websites to be easily accessible by all categories of people, including those with impairments.

Wondering what are some of the main categories of impairment your website should take into consideration?

• Visual impairment: It refers to people that are blind. But it also includes those with a partial or total inability to see or to perceive color contrasts.
• Hearing impairment: Hearing impairments can range from mild to profound. Some users have a reduced ability to hear, while some others are totally deaf.
• Physical disabilities: This includes all users that may have difficulty moving certain parts of their bodies, and those who cannot make precise movements.
• Cognitive disabilities: There are also many conditions that can affect cognitive ability. Among them, the most common are dementia and dyslexia.

Transparency 

Transparency of information is another life science digital marketing trend that should be taken into account. When it comes to businesses that touch our lives, there’s no place left for lack of trust, reliability or credibility.

But knowing how to establish credibility is both an art, and a science. 

Other than having beautifully designed brochures, pharma and medical companies should link their content to trusted sources and grant their customers access to trials, surveys and protocols. Also, the contact information of the business, including its location, phone number and email address should be clearly listed. 

A lack of any of these details can make the website appear questionable.

Mobile Use

Still not sure why mobile friendly websites and content are important trends life science companies should follow in 2023? 

People rely on their smartphone more than ever. They use them to make payments, to read the news or to interact with their friends on social media. For many of us, the phone has even replaced the use of computers or laptops. 

With that in mind, all life sciences and biotech brands who want to raise customer engagement should make the optimization of their websites for phones and tablets a priority.

Video Format: A Major Digital Marketing Trend in 2023

Video has been huge in recent years. And while the latest digital marketing trends kept emerging all throughout 2022, video appears to be one that’s here to stay.

So what’s the buzz all about? Here are some interesting statistics regarding online video usage:

1. 85% of internet users in the US watch video content monthly. 
2. 54% of consumers would want to see more video content from a brand or business they support. 
3. 87% of marketing professionals use video as a marketing tool. 
4. 88% of video marketers are satisfied with the ROI of their video marketing efforts on social media. 
5. Video marketers get 66% more qualified leads per year.
6. YouTube is the most popular video-sharing platform for marketers with 88%, while Facebook is second with 76%.
7. 8 out of 10 people have purchased a piece of software or app after watching a brand’s video.
8. Internet users spent an average of 6 hours and 48 minutes per week watching videos online.
9. It’s estimated that by 2022, 82% of all global internet traffic will be video based.

It’s quite obvious that any life science marketer who wishes to build their brand’s visibility and engagement should make use of video strategy in their digital efforts.

And not just any type of video. Scientific animated videos have been proven to be on top of customers’ preferences for it’s easy to digest and entertaining appeal.

 Why is this type of video marketing a powerful tool for life sciences?

• Video content  is the best way for brands to explain their concepts to potential customers, in a simplified and effective way
• Video has high customer engagement  
• Allows companies to share behind-the-scenes content with their target audience
• Boosts conversion rates 
• Video content ranks higher in search engines’ results
• Influences buying decisions
• Increases brand loyalty and brand awareness
• Creates a more satisfying customer journey

Emergence Of Content Marketing

As we move closer to the end of 2022, companies and marketers are looking ahead to the next year and wondering what life science trends will emerge in the world of content marketing. Will we see more video content? More interactive content? Or will we see a shift back to more traditional, written content?

No one can say for sure what the future holds, but we can look at the trends that have emerged in recent years and make some educated guesses about what might be popular in 2023.

Publication-Style Content

One life science trend that we think will continue to grow in popularity is the use of publication-style content. This type of content is usually longer and more in-depth than other types of content, and it often takes the form of an article or a white paper.

Publication-style content is popular because it helps to establish thought leadership and build trust with potential customers. It also helps to generate leads and drive sales.

As more and more companies adopt this type of content marketing, we expect to see more competition for attention. This means that companies will need to create truly exceptional content to stand out from the crowd.

Check out our Publication-Quality Content Marketing Guide for more insights on this topic!

Editorial Content

Another life science trend that we think will gain traction in 2023 is the use of editorial content. This type of content is similar to publication-style content, but it is usually shorter and more focused on a specific topic.

Editorial content is a great way to build relationships with potential customers and establish yourself as an expert in your field. It can also be a powerful tool for generating leads and driving sales.

As the competition for attention online continues to increase, we expect to see more companies turning to editorial content to reach their target audiences.

Leadership Culture

Leadership culture has always been an important aspect of any business, but in recent years it has become increasingly important in the world of marketing. 

In a rapidly changing and increasingly competitive marketplace, businesses need to stand out from the crowd and create a unique identity that will appeal to customers and employees alike.

A strong leadership culture can help businesses to achieve this by instilling a sense of purpose and direction, while also fostering a sense of pride and loyalty among employees. In the world of marketing, a leadership culture can be a powerful tool for differentiating your business and attracting top talent.

As we move into 2023, there are a few key trends that life sciences businesses should be aware of when it comes to leadership culture and marketing.

Purpose-Driven Marketing

Firstly, the importance of purpose-driven marketing is on the rise. In a world where consumers are bombarded with marketing messages from all sides, businesses need to find a way to cut through the noise and connect with their audience on a deeper level.

One way to do this is to focus on creating marketing campaigns that are driven by a strong sense of purpose. This could be anything from promoting environmental sustainability to supporting a local charity. Whatever the cause, businesses need to make sure that their marketing campaigns are authentic and align with your business core values.

Read our case study on company branding for Biotix to see how we helped them.

The Shift Towards Values-Based Marketing

Secondly, we are seeing a shift towards values-based marketing. In a similar vein to purpose-driven marketing, values-based marketing focuses on connecting with consumers on a deeper level by aligning with the customer core values.

However, values-based marketing goes beyond simply promoting a cause or issue. It also involves creating a strong emotional connection with consumers by communicating your brand’s values in an authentic and genuine way.

Personalization

Thirdly, personalization is key. One way to do this is to personalize your marketing campaigns to appeal to the individual needs and preferences of your target audience.

This could involve anything from using data to create highly personalized ads to sending customized emails or even creating bespoke products and services. Whatever the approach, the goal is to make each consumer feel like your brand is speaking directly to them.

Finally, it’s important to remember that the world of marketing is constantly evolving. As such, life sciences need to be prepared to adapt their strategies on an ongoing basis to keep up with the latest trends.

Leadership culture is just one aspect of marketing that businesses need to keep an eye on in 2023. By staying ahead of the curve and keeping up with the latest trends, businesses can position themselves for success in the coming year.

Scientific Acumen

The ability to understand and make use of data is becoming increasingly important in all industries, but it is especially crucial in the world of life science digital marketing. In today’s data-driven world, marketing is all about understanding your audience and being able to target them effectively.

Data is everywhere, and it is only going to become more ubiquitous in the years to come. As we move into the future, those who can harness the power of data will be the ones who succeed.

Scientific acumen is not only about understanding data, but also about being able to apply it to real-world situations. In the world of marketing, this means being able to use data to create effective marketing campaigns that reach the right people. Read more about how you can use data to transform your marketing strategy.

Company Culture

With the rise of social media, potential customers and employees can see right into a company’s culture and decide whether or not it’s a good fit for them.

A strong company culture can attract the best talent and customers, while a negative or nonexistent company culture can repel them. In the life sciences industry, where competition is fierce, company culture can be a deciding factor in whether or not a company succeeds.

There are a few things that life sciences companies can do to create a strong company culture. 

• First, they should focus on their values and make sure that they are communicated clearly to everyone in the company. 
• Second, they should create an environment that is inclusive and supportive of everyone’s individual needs. 
• Lastly, they should make sure that their company culture is evident in everything they do, from the way they treat their employees to the way they market their products.

By focusing on company culture, life sciences companies can set themselves up for success in 2023 and beyond.

So, there you have it – survey-based results for the anticipated life sciences digital marketing trends of 2023. What do you think? Are there any other trends that you think will emerge in the coming year? We’d love to hear from you! Leave a comment below.

This post was written by Jill Roughan at Sciencia Consulting