Digital Marketing for Life Sciences

Johnny Grow

Life Science Marketing Strategy and Best Practices

Ready to transform marketing?

How We Can Help

2X
More Leads

Best-in-Class Marketers apply campaign optimization, lead management automation and technology best practices to acquire more than twice the volume of sales-ready leads.

3X
More Marketing Sourced Revenue

Show your efforts are contributing to your company's revenue results. Best practices such as revenue engineering and branding drive marketing sourced revenue growth.

55%
Higher Marketing ROI

When life science marketing shows that every dollar the company invests in the marketing budget returns an impressive ROI, the marketing budget and the company both grow.

Digital Marketing for Life Sciences

Life science marketing recommendations without supporting data are just opinions.

A smarter approach is to apply a life sciences marketing strategy with evidence-based best practices. This approach is validated by industry research, includes prescriptive guidance, uses purpose-built measurement systems (i.e., metrics and dashboards) and fully leverages marketing technologies.

Research findings published in the Marketing Transformation Report revealed that the Best-in-Class marketers (i.e., the top 15%) achieve the top performance results by applying a mix of 9 data-driven marketing best practices to achieve extraordinary results.

Below are the top 9 marketing best practices to achieve the four goals of acquiring more sales leads, expanding brand impact, growing marketing sourced revenue and increasing marketing ROI.

Marketing Best Practices
Marketing Best Practices; Source: Marketing Transformation Report

These 9 best practices are born from empirical research and show what the highest performers do differently than their peers; and how they do it. When you start with research-based findings, learn from companies that have achieved the greatest successes and replicate their actions with marketing best practices, you avoid hopeful explorations and instead pursue the straightest and shortest course to targeted results.

Grow the Sales Pipeline with Data Driven Insights

Many pharma, biotech and medical device marketers struggle to grow the sales pipeline. They know that acquiring more sales leads is the most obvious way to increase the funnel. But how to acquire more and better leads at a lower cost per lead is less obvious.

This is an example where marketing research shares insights that can help, including the following:

Digital marketing for life sciences research found marketers that develop and refine their Ideal Customer Profile (ICP) achieved a 12% higher campaign conversion rate and a 9% lower cost per lead. And their leads resulted in a 5% higher sales win rate at a 6% lower cost per customer acquisition. 

Customer Intelligence Marketing Benefits

The top performers used techniques such as account segmentation and Voice of the Customer (VoC) to engage, measure and prioritize what's most important to your customer (HCP) and your customers' customer (patients).

Marketing campaign data demonstrated that campaign portfolio optimization acquired 25% more sales leads at 19% lower cost per lead.

For example, KOLs deliver a force multiplier effect when it comes to lead generation. Companies that applied technology such as social listening to engage KOLs, digital campaigns to collaborate with them, nurture marketing campaigns to persist engagement over time, event campaigns for KOL participation and CME tracking, and did these things over multiple flights, grew both the volume and quality of sales leads over companies that didn't.

Campaign Optimization Benefits

Marketing lead management research discovered that the Best-in-Class marketers performed seven or more integrated lead management processes (such as lead scoring, lead enrichment, lead nurture programs, lead transfer to sales, and lead analytics). That effort surged lead acquisitions and earned an impressive 211% Marketing ROI.

Marketing Lead Management ROI

The top performers consistently used lead automation tools for geo-based scheduling, routing optimization and integration with Google maps to support field selling.

Brand research revealed that companies with active branding programs delivered 18% more leads to the sales team, 21% higher contribution to the sales pipeline, and 21% higher marketing ROI than companies without active brand programs.

Brand Development Benefits

The digital marketing for life sciences research also found there are 5 marketing software applications that most effectively acquire high volumes of high-quality leads at an effective cost per lead.

Top 5 Marketing Technologies

Improving Marketing Performance is Our Business

We help life science marketers improve their performance with evidence-based best practices and enabling technologies that drive extraordinary improvements. Our life science marketing consulting services are built on data-driven, asset-powered frameworks that decrease risk, accelerate time to value and drive transformational revenue growth.

Johnny Grow Marketing Signature Services

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Marketing Transformation

Shift from incremental to exponential revenue growth

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Best-in-Class Campaigns

Grow lead acquisitions and lower cost per lead

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Inbound Marketing Programs

Increase lead conversions and grow the sales pipeline

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Brand Building

Expand market reach, company recognition and revenue growth

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Marketing Center of Excellence

Better leverage expert skills and marketing technologies

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Marketing Technologies (MarTech)

Decrease labor cost and increase marketing ROI

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Customer Experience Management

Deliver differentiated customer experiences for higher customer lifetime value and customer retention

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Salesforce Marketing Cloud

Turn Salesforce into a Marketing Engine that delivers systemic, predictable and scalable revenue growth

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AI for Marketing

Acquire more sales leads, expand the company brand and increase Marketing sourced revenues

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Research Shows What Best-in-Class Marketers Do Differently

Marketing Transformation Report
Marketing Transformation Report

The Marketing Transformation Report ranked the strategies, programs and technologies which delivered the biggest impact to marketing's biggest objectives.

The report identifies what the top marketers do better and differently than their lower performing peers – and how they do it.

Digital marketing insights and evidence-based best practices make the most successful programs repeatable for others to replicate.

Marketing Insights

How to Build an ABM MarTech Stack

A good ABM MarTech Stack assembles the fewest apps to achieve the most success. Here’s how to improve account-based marketing technology management.

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What a Marketing Operations Consultant Can Do for You

Here are the 3 things a Marketing Operations Consultant does to boost your marketing performance and business results.

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Marketing Operations KPIs | The 8 That Matter the Most

If you want to show marketing’s greatest contribution to the company, avoid the activity and vanity metrics and focus on these 8 Marketing Operations KPIs.

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The Marketing Maturity Model for Best-in-Class Performance

Research shows how a marketing maturity model provides a roadmap to achieve Best-in-Class marketing performance.

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The Complete Guide to B2B Sales and Marketing Alignment

A 5 step guide to sales and marketing alignment, and increasing revenue growth by 32 percent.

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How to Implement a World Class Lead Management Program

A step by step guide to design and implement a world class lead management program that increases lead conversions and decreases lead leakage.

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The Top 3 Lead Routing Methods. Which is right for you?

The advantages, disadvantages and best fit scenarios for lead routing methods such as round robin, simple variable models and dynamic models.

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The 7 Most Important Lead Management Best Practices

Use these high impact Lead Management Best Practices to increase lead conversions, accelerate sales velocity, and lower lead leakage.

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Nurture Campaign Best Practices: The Top 7

The 7 nurture campaign best practices that increase sales lead conversions by 45 percent.

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How Nurture Marketing Campaigns Double Sales Leads

Research findings show how nurture marketing campaigns double the volume of qualified sales lead acquisitions and cut the cost per lead in half.

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Visit the Digital Marketing Transformation Hub for best practices, expert insights and MarTech recommendations

Digital Marketing For Life Sciences