Digital Marketing in the Life Sciences (2023)

It’s hard to find new and innovative ways to market towards your audience in the life sciences sectors. Across the B2B and B2C sectors there are also a range of digital marketing methods that can be adopted.

It is important you find the right method of digital marketing which works and entices your audience on a regular basis.

Digital marketing in the life sciences

In this post, we will run through some digital marketing techniques which may work for you and your organisation.

(Video) Life Sciences Digital Marketing in 2020

1. Social media

Social media can be a great tool for marketing to the life science sector when used correctly. It is important to post what is relevant and not post too much content that your followers will end up missing. As a digital marketing method, it is a great way of reaching people and businesses who are interested in you and what you have to offer. Here, you can also share and re-post other accounts’ content which you may want your own followers to see.

Getting started with your social media can be quite overwhelming, therefore, you should set goals and come up with a social media plan to help, for example, a goal could be to increase website traffic from social platforms. To do this you could post relevant educational content or post consistently so you are always showing up on someone’s feed. You should set out a plan for this, a content calendar is a great way of planning social posts and the time they should go out.

Please see this post to learn of the big pharma organisations doing social media well.

2. Pay-per-click

Pay-per-clicks help boost traffic to your website and increase sales. It is a great way to get your business out there on a number of different platforms such as search engines and social media. These ads are easily targeted towards a specific audience and have guaranteed results. PPC also helps you to find where your audience is located, using this and analytics combined you learn more about who is clicking your ads.

(Video) Digital Marketing Trends In Life Science

It is also a great idea to use PPC with SEO as together they can help you to improve your organic search rankings. Using PPC and SEO together helps to ensure you reach all organisations searching for your service. PPC is a great tool in the life sciences as you can market directly to your target audience. The key is to look at keywords others may have overlooked and aren’t as obvious as these may be the keywords that set you apart from the rest and show you off as unique.

3. Email marketing

Email marketing - perhaps the oldest digital marketing method in the life sciences - is a great way of promoting a specific product or service as well as building relationships with new potential clients in the life sciences sector. It is important to never spam someone’s inbox with email marketing especially in the B2B life sciences. Also, before sending any emails to anyone you should ask for their consent to send them email marketing otherwise this may cause irritation.

Once an email campaign has been sent you can then use KPIs to see how the campaign has performed. These can be open rates and click rate, to see the click rate it is a good idea to always provide a link in your email campaign, this way you can see who is opening the email and who is actually actioning the email. Email marketing can be so successful in the life sciences and so used correctly can have a big impact.

4. Blogs

Blogs are a useful tool for helping your website appear higher in search results as well as keeping connected with your audience in the life science sector. Blogs help establish yourself to new visitors to your website. They help drive traffic to your website by adding more and more opportunities for you to show higher up in search results.

(Video) Content Marketing for the Life Sciences

Blogs also help support SEO as the more blogs you post with these keywords, the more likely you are to rank higher in search results. Creating blogs on your website is also a great way of turning a ‘visitor’ of your website into a lead. A way of doing this is providing call-to-actions in all blog posts, if someone is interested in your content the likelihood is they will want to see what else you provide.

5. Content marketing

Content marketing is a great way of increasing sales and help stimulate interest in your brand - and it is probably the most widely used digital marketing method in 2020. There are many forms of content marketing, some already mentioned, but others include podcasts, videos and infographic content marketing. Also building online communities can help you establish your brand and giving an online space for many to join and share interests can all be factors which help your business grow. Content marketing works well with SEO as it helps with keyword research.

For some examples of great content in pharma, please see this post.

6. Apps

So much of our time is spent on apps and it can be very influential as a digital marketing method. Creating a virtual hub for your clients to all come to could be a great way of engaging your audience in the life sciences. This could be something simple which could just involve chat rooms or ways of clients communicating with the business in an easy way which helps your business gain recognition and credibility as apps are the new up and coming way of marketing so get your foot in the door.

(Video) Digital Marketing in Life Sciences & Health Care Industry

7. SEO

Search engine optimisation is vital to every business that wants an online presence, especially in the life science industry. Some of the key things you should consider when trying to build your online presence should be; using a simple site design which is easy to navigate and find key information on. A customer may want to find the information they are looking for in one to two clicks therefore, don’t hide information and make them go looking, present it straight to them. Another thing to consider is to increase site speed. Your site speed may determine where you show in search results. Most importantly, know your keywords. Knowing what keywords your audience is searching for and incorporating these into your website will help you rank higher in search results. Lastly, post relevant, quality content.

For more info on SEO for 2020, please see this post.

8. Online communities

Online communities is always an area of digital marketing that needs to be explored, as we tough upon the method/channel in this post.

Online communities and networks present the perfect setting for building relationships and brand awareness, with prospects, peers and patients. Don't neglect your social media platforms, forums and other online communities as they also provide the opportunity for organisations to communicate in trusted environments. Turn to your media partners and other industry influencers to help promote you and your brand so that your customers can see your popularity within your specific vertical and marketplace. The life science sectors are so large that there will always be digital communities where people will gather to find informative content - again, this is within the B2B and B2C sectors.

(Video) Life Science Marketing Webinar

Related posts

  • 10 Reasons Why Pharma Companies Should Use Social Media

  • How to Use Social Media to Market a Life Science Organisation

  • Pharmaceutical Marketing Solutions


What is science in Digital Marketing? ›

The Higher Diploma in Science in Digital Marketing is an industry led conversion course for non-marketing graduates who wish to acquire sought after skills that have become paramount for businesses to survive and thrive in a digital landscape.

Which topic is best for Digital Marketing? ›

  • Advertising.
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  • Performance Marketing.
  • Search Engine Marketing.
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21 Sept 2022

What is life of Digital Marketing? ›

What Is Digital Marketing? The promotion of products or brands via one or more forms of electronic media Different than traditional marketing because its channels and methods enable real-time analysis of marketing campaigns. This translates as the ability to see and understand what is and isn't working.

What is Master of science in digital marketing? ›

What is an MSc in Digital Marketing? This program focuses on the digital types of marketing, such as PPC, Adwords, social media, SEO, web advertising, and more. During your coursework, you will learn strategies to help you market effectively through the Internet. Some of the classes are strictly lectures.

Is digital marketing an art or science? ›

The art of digital marketing is an important component but the science of digital marketing should not be overlooked. Over the last couple of years the phrase “follow the science” has been overused and abused. But integrating science into your digital marketing outreach is important if you want to be successful.

Who earns more digital marketing or data scientist? ›

The average salary hike for a digital marketer stood at 42% while the highest package recorded was ₹68 lakhs. They earn as much as data scientists and other techies who work for full stack development — which is one the best paying software roles.

What is difference between data science and digital marketing? ›

Digital marketing is all about creating the right content and promote; Data Science is all about leveraging content.

Can digital marketer become data scientist? ›

So, if you wish to be a Data Scientist, deemed as the hottest career option of 21 st century, the digital marketing can be a great first step owing to all the indirect advantages it provides in building up your skills and character.

What courses comes under digital marketing? ›

Digital Marketing Course Syllabus
  • Introduction to Digital Marketing. ...
  • Website Planning and Creation. ...
  • Search Engine Optimisation (SEO) ...
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  • Social Media Marketing. ...
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What are the current digital marketing trends? ›

Digital Marketing Trends 2022
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What does a digital marketer do in a day? ›

Digital marketing managers are often responsible for creating campaign content daily. This process involves writing, editing, and producing original content that clearly conveys a message to the target audience. Digital marketers write content for social media, email, podcast episodes, and ads.

What is the salary of a digital marketer? ›

Digital Marketing Manager salary in India ranges between ₹ 3.2 Lakhs to ₹ 19.5 Lakhs with an average annual salary of ₹ 7.2 Lakhs. Salary estimates are based on 6.6k salaries received from Digital Marketing Managers.

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One should be able to learn and implement latest changes and technology advancement. Flexible with the time, people who work in social media often require being available 24/7 for the social media update. Creative and analytical skills, you will require both sides of your brain to effectively do your work.

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Eligibility for Masters in Digital Marketing

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Which university offers best digital marketing course? ›

Top 10 Colleges in India are Offering MBA in Digital Marketing
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  • Also read: 15 Digital Marketing Courses To Opt For.
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How marketing is a science? ›

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What do marketing scientists do? ›

A Marketing Scientist is a: Storyteller, Data Analyst, Brand Champion, Experimentalist, Experience Designer, Technologist, Change Agent, and Systems Thinker - to name a few things. One of the things I like most about Marketing Research is its diversity.

Why is marketing not a science? ›

Science seeks to understand, while marketing seeks to sell. Science seeks to describe, marketing to communicate. One of the clearest ways to distinguish Science from Marketing is to examine their respective goals. Science seeks to understand, while marketing seeks to sell.

What is marketing as a science? ›

Marketing as a science is about looking for patterns in the market and in customer behaviors — within data, but also through more qualitative sources of information, such as conversations with prospects, peers, and third-parties. This is where data science is applied in the exploration of marketing data.

What is marketing art and science? ›

Philip Kotler says, “Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit” (Kotler, 2001-2012) . For marketing to be successful it needs to subtly blend both science and art.

What do marketing scientists do? ›

A Marketing Scientist is a: Storyteller, Data Analyst, Brand Champion, Experimentalist, Experience Designer, Technologist, Change Agent, and Systems Thinker - to name a few things. One of the things I like most about Marketing Research is its diversity.

What is scientific marketing research? ›

Scientific marketing is the systematic study and application of marketing activities and their impact on customer behaviors. In other words, scientific marketing is a more thoughtful approach to marketing.

What are the 7 major scope of marketing? ›

The 7 functions of marketing are promotion, selling, product/service management, marketing information management, pricing, financing and distribution. Understanding the core functions of marketing can help you better focus your efforts and strategies to support your business.

Is marketing is an art or science? ›

But as data sources become more ingrained in your efficient marketing strategy, it's important to remember that marketing is an art as well as a science. The perfect marketing strategy balances creativity and analysis, intuition and data, emotions and logic.

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The marketing concept rests on four pillars: target market, customer needs, integrated marketing and profitability.

Why advertising is a science? ›

While artists certainly sell their artwork and may even be commissioned for a project, it is the multi-level relationship between client, agency, and consumer with the sole intent of the agency creating ads for the client to earn money, and progressively more money over time, that constitutes advertising as science.

What are the five eras of marketing? ›

The five eras of marketing are production, product, selling, marketing and social or holistic marketing.

How much do marketing scientists make? ›

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Are marketers scientists? ›

Up until the 1950s, Marketing was mostly a discipline based on “economics.” Today the Marketing discipline is more of a behavioral science; the “systematic analysis and investigation behavior through controlled and naturalistic observation and disciplined scientific experimentation.” In the Age of the Customer, ...

How do you become a market researcher? ›

Some employers of market research analysts require or prefer a master's degree. Several schools offer graduate programs in marketing research, but analysts may choose to complete a bachelor's degree in another field, such as statistics and marketing, and earn a master's degree in business administration (MBA).

What are the two categories of marketing research? ›

Market research generally involves two different types of research: primary and secondary.
Examples of primary research are:
  • Interviews (telephone or face-to-face)
  • Surveys (online or mail)
  • Questionnaires (online or mail)
  • Focus groups.
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Why is marketing research not an exact science? ›

Marketing Research (MR) is not an exact science though it uses the techniques of science. Thus, the results and conclusions drawn upon by using MR are not very accurate. The results of MR are very vague as MR is carried out on consumers, suppliers, intermediaries, etc. who are humans.


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