Most biotech companies have caught onto the fact that an effective Biotech advertising campaign leverages social media to some capacity. And while that’s step one, there are ways to ensure that you’re not just going through the motions of a social media campaign, but truly maximizing on it’s potential to brand your company. Let’s look at a few ways you can gauge the success of you biotech marketing efforts:
Broadcasting vs. Engagement
In today’s landscape, biotech marketing is growing less about broadcasting your message in a one-way conversation and more about playing an active role in meaningful discussion. True brand engagement strengthens the experience for both investors and users. Taking a proactive approach in the conversation ultimately leads to building long-term relationships, greater brand value as well as maintaining market sustainability.
Is your Messaging on Social Media Share Worthy?
One of the greatest aspects of social media is the potential for messaging to go viral, for information to get shared and reach audiences that initially had nothing to do with your brand. While the chances are slim that your biotech company will have a runaway viral campaign that reaches millions in a matter of days, you should still aim to make your messaging interesting and valuable enough for your audience to share with others. Biotech companies in general have an advantage of the brand value of working to improve the health of the world, but beyond that – a biotech marketing campaign should work communicate what makes them different in the eyes of investors, researchers and consumers alike.