Jessica Starman, MBA, cofounder & CEO of Elev8 New Media.
Biotechnology is revolutionizing how modern scientists and researchers approach various industries, including pharmaceuticals, biotherapies, bioprocessing, agriculture and more. This newfound success has increased the attention biotech companies are receiving from those looking for solutions to global issues, especially following the pandemic.
However, the biotech industry is known for its complex products and processes. It’s also highly competitive, constantly evolving and strictly regulated—for good reason. With so much complexity, it can be difficult for these companies to communicate effectively with their distinct target audiences. That’s where public relations (PR) comes in. Effective PR strategies can help bridge the gap between complex subjects and those who may not be familiar with them.
During my time designing and executing communications strategies for several biotech clients, I have witnessed how implementing effective PR and social media strategies can help biotechnology companies build brand recognition and foster strong relationships with potential partners, the public (including patients), the financial community and beyond. Based on my experience in the industry so far, here are some areas to consider when developing your PR strategy.
1. Define your target audience.
When crafting a PR strategy for a biotech company, bear in mind who the target audience is and shape the message accordingly. Different audiences may necessitate distinct approaches. For example, medical experts may require more technical language, while the general public may benefit from simpler terminology that is easier to comprehend. Multimedia tools such as videos or infographics can make complex data easier to digest.
2. Stay up-to-date and publicly visible.
It is also essential to stay in the loop with industry trends. Staying on top of the news cycle can help your PR team create timely messages dealing with current matters in the biotech and pharma industries that resonate with your target audience. Investing in public events and speaking engagements can be beneficial for building relationships with industry colleagues and the general public. I also recommend actively engaging with reporters and media outlets who cover biotech and pharma developments, as this can help spread awareness of your company’s activities and enhance its reputation.
3. Utilize social media.
With nearly 4.5 billion people globally using social media, incorporating social media into your overall integrated marketing communications (IMC) strategy is nearly a necessity in today’s market. Social media can help companies expand their reach and engage meaningfully with the public, which is imperative for smaller biotech companies looking to penetrate a market already crowded with multi-billion dollar organizations. Furthermore, social media can help biotech companies cultivate relationships with key industry players, such as journalists, investors and partners, enabling them to build a broader understanding of the company.
When making social media posts, focus on providing valuable and relevant content that can help you establish trust with the public. Informative posts, tech-focused webinars and creative campaigns are great ways to create connections and foster increased public and executive awareness about who you are and what you do. I typically suggest biotech companies remain primarily active on Twitter and LinkedIn, followed by Facebook and other platforms.
4. Gather data.
There are many analytical tools now available that allow companies to monitor their clients’ industries and stay ahead of the competition. By adopting these tools, you can gain valuable insights into what content resonates best with your target audience and create campaigns accordingly. Additionally, you can employ tools that allow you to more effectively monitor competitor activity, which can help your biotech company identify opportunities for growth and innovation in your field faster than ever.
In Conclusion
Public relations can play a vital role in the success of a biotechnology company, helping to shape public perception, build brand awareness and gain market loyalty. By taking an audience-centric approach and utilizing various multimedia tools such as videos and infographics, as well as leveraging social media platforms, you can communicate your message while engaging with your target audiences on a personal level. These are some of the reasons why taking the time to develop an effective PR and social media strategy can help you position your company as an industry leader and stay ahead of the competition.
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