Most of the marketing we see around us in day to day life is “Business to Consumer” (B2C). You know the sort of messaging; “buy now”, “special offer”, “new improved version” — all aimed at generating immediate, impulsive interest and excitement in order to close the sale while the adrenaline is still flowing.
If you are using this kind of tactic in marketing your products or services to life scientists, you are wasting your budget. There are three reasons why:
1. Life science products and services are not bought on impulse
Most researchers won’t buy your product on first exposure to it. Before they can buy, they need to understand how it works and figure out how it will fit into their existing workflows. This takes time, which means the adrenaline is long gone by the time they can make any decision.
2. Scientists are normally not the ones who make the transaction
Although life science products and services are sometimes bought by the customer using a credit card, most transactions occur through some sort of procurement process. That is, the scientist passes a request to another individual, who will then make the purchase.
This renders the traditional B2C landing page far less effective. The big shiny “buy now” button can’t do its job of closing the sale while the adrenaline flows because the transaction will have to be passed onto whoever is doing the procurement – introducing adrenaline-cooling delay in the process.
3. Purchases often have to be discussed/approved/verified
When a new product is brought into a lab, it will very often be used by other lab members, who will need to be brought in on the buying decision. This cools the heels of the adrenaline-infused would-be buyer and brings in cold-headed analysis of the product, its benefits and perception of the company that is offering the product.
Because of all of this, the B2C impulse-buy marketing approach is far less likely to work for life scientists.
Go B2B for better results
Instead, what is needed is something more like a “Business to Business” (B2B) approach where layered exposure to product education and brand perception is used to build knowledge of your products and trust in your brand.
Building such a layered approach is best, and most economically done using Content Marketing.
By setting out a cohort of useful, timeless educational content, product information and downloadable lead-generating content you can create a marketing machine that works for your company forever to draw in researchers and engage them on multiple levels.
This will develop trust in your brand and knowledge of your products. That trust and knowledge will arm the would-be buyer to do the selling for you – no adrenaline needed.
Does your marketing deliver all this? If not, let’s chat about how Bitesize Bio can help you.