In this special edition of B2B Brand180, Linda Fanaras, CEO of Millennium Agency, discusses how to establish a successful biotech brand that engages.
Linda starts by emphasizing the importance of connecting with your audience and understanding their needs, which can be achieved through market research and data analysis. She then highlights the importance of having a strong online presence, with a website that is easy to navigate, visually appealing, and mobile-friendly. Linda also mentions the importance of understanding market demands and being transparent about compliance standards to build trust with your customers. Finally, she stresses the importance of being open to seeking help in branding, as it can have a significant impact on business profits.
Tune in to learn more about creating a successful biotech brand that engages.
Linda Fanaras:
If you want to transform your B2B marketing into a powerhouse brand, then you may want to listen in. And if you like what you heard today, click like, share or subscribe. Hi, I’m Linda Fanaras, CEO of Millennium Agency, and I’m your host today and excited to talk to you about establishing a successful biotech brand that actually engages. So, let’s get to it. So, there’s no doubt that creating a successful brand strategy for your brand requires research, data collection, analysis, and testing, all processes anyone in this industry is familiar with. But do you know how to use them in biotech branding? Building a successful brand strategy is a task that’s truly never finished. You should be constantly adapting and evolving your brand alongside your products for the patients, healthcare professionals, wholesalers, hospitals, and pharmacies you serve. And laying the foundation of a solid biotech brand from the start will help you ensure that the branding and marketing success will be a home run. Number one, make sure you connect with your audience because creating connections with your audience is one of the first things you should do for your brand. You serve patients, HCPs, hospitals, pharmacies, and more, and each one is looking for a different solution or has a different viewpoint, and your biotech brand must create a meaningful connection with your customers and patients ensuring that they trust you and that they know that you’re looking out for their best interests. We all know that the biotech industry is growing at a rapid rate already at $152.4 billion and continuing to escalate. This means that the competition is high, and the industry is doing well. As we see more of a push from patients and stakeholders for more affordability in pharmaceutical products, there will also be an increasing demand for transparency and authentic connections. So, connecting with your audience will help set your biotech brand up for success, positioning you as a company they can trust to provide the best solutions for the condition or need that they have. Gathering information and data and analyzing it to uncover what your audience likes or dislikes and what they’re looking for will enable you to better meet their needs. Patients want to feel seen and understood and heard, like they are the only patient in the world, and that their condition is of the utmost importance. That’s because that’s the way it should be and conducting market research and using data analytics can help you devise a messaging strategy that allows you to better connect with your biotech brand in a successful way. That allows you to lay the foundation for positive relationships and patient and customer trust. Number two, establish a strong online presence. There’s no doubt that everything is digital now, and the biotech industry is one of the more advanced markets, meaning your audience relies heavily on a device to connect with you. So having a relevant, easy to navigate, cohesive online presence will help you generate traffic, leads and business. For starters, create a website that can serve as a home for everything patients, healthcare professionals, hospitals, and pharmacies may be looking for. A strong biotech website will successfully make complex concepts and information easy to understand for all levels of familiarity. Elements that you might want to consider in your website may be comprehensive, relevant content, industry news, compliance standards, strong imagery, mobile-friendly pages, a cohesive design and clear and concise communication. Having a website allows you to create a base point to drive your current and potential customers and patients, giving you the platform to further educate and explain your brand. Creating and publishing content will drive patients and HCPs to your website, demonstrating your knowledge and authority on the topic while educating them. Similarly, publishing industry news positions you as a biotech brand that is involved in the market and passionate about educating those around you. Biotech websites should cover compliance standards and how your firm meets the requirements of the industry and market. This not only is required by many, but also demonstrates exactly why patients, healthcare providers, hospitals, and pharmacies can trust you. Transparency, when it comes to processes and compliance, reassures your audience that you know what you’re doing, and you have the knowledge and medical scientific data and products to support them. Number three, understand the market demands. Creating a visually appealing website and digital footprint across social media, email marketing, and PR opportunities will draw in your audience making you easily recognizable anywhere. Original imagery gives a level of authenticity that encourages patients and healthcare providers, hospitals, and pharmacies to form more personal connections with your brand. Instead of just being numbers, you’re showing them the faces and original imagery and materials also show these customers real examples and the products that you offer, creating an overall impression of professionalism and authenticity with real life people, product and materials, and to yield the most online success in 2023 you must cater to mobile browsing, making your website and content mobile-friendly. In fact, nearly 90% of hospitals, pharmacies, and HCPs use some form of mobile app in their work. From check-in forms, payment transactions, scheduling, and more, your biotech brand must be able to accommodate the demand for mobile-friendly browsing and data. Your biotech website must be able to support a user experience that is smooth, cohesive, and exactly what they are looking for. And lastly, knowing when to ask for help. Branding is a fuel that drives business profits, and without a strong branding and biotech firm behind you, it’ll be tough to get far. You’re familiar with medical research, data collection, analysis and testing, but do you know how to apply it to your brand strategy? Incorrectly branding your firm could do more harm than good, which is why it’s always beneficial to ask for help. Knowing when to ask for help can make the difference between a good brand and a great brand. And biotech branding is complex, technical and requires a certain amount of creativity to ensure you are engaging patients, healthcare professionals, HCPs, hospitals, and pharmacies, all at the same. It’s always important to be at the right place at the right time to ensure your biotech brand is a big success. So, we’re going to wrap it up today, and thank you for listening in to establishing a successful biotech brand that engages. And if you like what you heard, press like, share, or subscribe today. Thank you.
