Marketing and Sales Strategies for Reaching Biotech and Pharma Clients

Reaching customers in the biotech and pharmaceutical industries presents unique challenges due to the sophisticated nature of the target audience. Scientists, who are often the decision-makers, place a high value on credibility, product/application knowledge and referrals when deciding on a brand or product. It’s crucial to establish trust when entering the market, especially given the significant upfront investment required for scientific products, which are typically expensive.

Academics transitioning to the biotech private sector are often surprised by the cost and expendable usage patterns of scientific products. In academia, reagents and supplies are used conservatively, with careful storage and repeated use often regardless of expiration dates. In contrast, the biotech industry is characterized by heavy use and disposal of costly products, owing to the abundant resources of established companies.

New start-ups face considerable difficulties in acquiring clients within this competitive landscape, which is dominated by large, trusted brands such as Thermo Scientific and VWR which hold significant market share and enjoy strong customer loyalty. Startups must find ways to set themselves apart. Since they cannot compete solely on price, they rely on consultative selling approaches and deep internal expertise to attract and retain customers.

For new companies looking to generate leads in this space, differentiation and a clear value proposition is key. Building credibility, leveraging referrals, and demonstrating specialized knowledge are fundamental strategies for gaining traction among biotech and pharma clients.

Scientific white papers: These papers help educate readers about complex scientific information, research results, or technological advancements.

Publications in recognized journals: Innovative technologies or patented chemistry gain credibility with publications in prestigious journals, such as Nature.

Application notes: Hardware technology companies frequently develop application notes in collaboration with established firms, demonstrating the utility of their technologies for target applications.

Websites with tutorials: Tutorials are great sales tools because they bring clients to websites and provide detailed descriptions and knowledge on product applications. Some companies offer online training modules, either for purchase or free of charge as part of their sales offerings.

Marketing pamphlets: Marketing materials that outline company offerings and product information targeting specific customer segments.

Company websites: Serve as repositories for product and services information and also can have downloadable resources such as specifications, user guides, application notes and installation instructions.

SEO: Search engine optimization increases website traffic by directing target customers to company resources, generating potential leads.

Retargeting ads: Advertisers use cookies to track buying behavior and display relevant ads to users across different websites, utilizing personalized advertising strategies.

Tradeshows and conferences: Presenting products at events helps establish company presence, facilitate networking, and highlight product applications.

Webinars: Organizations invite prospective customers to webinars that demonstrate product features, studies, and real-world applications, sometimes in partnership with academic or industry collaborators.

Product demonstrations: Demonstrations, either onsite or in facilities located in scientific hubs, allow potential customers to evaluate hardware and software solutions firsthand.

Sales tools: Resources such as competitive analysis, sales presentations, and product training equip sales teams to engage customers effectively.

Direct sales: Sales representatives visit key locations and engage with potential clients to generate leads and foster customer relationships.

Email outreach: Customer Relationship Management (CRM) platforms such as Salesforce and various outreach techniques which can include email campaigns, social media messaging, contact forms, and third-party lists can be used to connect with prospects and existing customers.

Accura Bio Solutions is here to help you in your journey for marketing to your target markets. We can help you identify the most efficient and effective marketing methods to use to reach your target customers. Call us for a free consultation to discuss your products and services and to build a marketing strategy for your current or future product portfolio.