5 Signs You Need to Hire a Scientific Brand Strategist and Level Up Your Biotech Marketing.

One of the most common mistakes I have seen over the years when it comes to life science marketing is succumbing to the temptation of leaning heavily on the technical features of one's portfolio. 

Science companies are often started and led by scientists. During the R&D phase, creating a winning product that we are proud of and excited about usually means focusing on what said product can do. We geek out and get excited about the vision, but ironically, a science career doesn't necessarily train you in science communication. Interestingly enough, said vision often involves, saving lives and creating a better world, yet when I talk to companies who are trying to figure out why they can't meet their KPIs, those words tend to pop up more as an afterthought.

And that's the problem. The good news is, as a reformed researcher who fell in love with communicating the awesomeness of science to the people who need it the most, translating science into compelling messaging is one of my favorite things to do.

I help life science and pharma companies position their solutions to attract and resonate with their ideal customers.


So how do you know if you need a scientific brand strategist like me?


Certain symptoms are a pretty good sign that your brand message isn’t resonating as well as it should. If you notice any of the following, it may be time to bring in a scientific brand strategist and copywriter to fine-tune your messaging and improve your market positioning.


Here we go...


1. Your Sales Pitches Lead to Immediate Price Sensitivity

Do your prospects tend to quickly shift the conversation to price, saying things like, “This is way over what we were expecting” or, “How does this compare to cheaper competitors?”? This is a great sign that they do not see the unique value of your product. This suggests you they’re not seeing your product’s benefits clearly.

The Problem: They don't understand how your product will impact their everyday lives.

People buy relief, freedom from a problem that is making their lives more difficult.  Beyond the obvious problem that your product solves (for example "better patient outcomes" or "faster experiments"), your customers may be looking to gain time with their family, money, attention, respect, career growth etc.

When price becomes the focal point too early, it means your messaging isn’t effectively communicating what your solution uniquely enables for this specific audience. This can make prospects view your offering as interchangeable with cheaper alternatives.

The Solution: Your leadership, sales and marketing teams must be clear and on the same page regarding your competitive positioning: How do you differentiate yourself in a competitive market?

Here's how a life science marketing agency can help. A seasoned Scientific Brand Strategist will analyze your main competitors approach to benefits to discover opportunities for true differentiation. They will then work to craft a compelling narrative that emphasizes the unique benefits of your product, shifting the focus away from price and toward value. A copywriter who also understand the scientific underpinning of your products can create persuasive messaging that clearly explains why your product is worth the investment, addressing concerns before they become objections.


2. Your Brand Is Frequently Confused with Competitors

Do you often have to answer the question “How is your product different from [competitor]?”?

That's a sign that your messaging is too similar to competitors, making it difficult to establish a leadership position in the market.

A Scientific Brand Strategist and Copywriter will help identify and communicate what truly makes your brand unique, based on a deep understanding of the competitive landscape. A copywriter can then craft clear, distinct messaging that highlights your differentiators and makes it easier for prospects to see why they should choose your product over others.


3. Your Sales Team Reports Long or Uncertain Sales Cycles

Let me guess. Your sales team consistently reports that prospects are slow to move forward, often requiring multiple touchpoints before they fully understand the value of your product. Plus, they frequently need to re-educate potential customers, which prolongs the decision-making process.

When your brand messaging doesn’t communicate the value of your product effectively from the start, it can cause prospects to hesitate or require extra convincing. This leads to longer sales cycles, where time is spent clarifying and re-explaining the product’s benefits, which could have been clear from the beginning.

A scientific brand strategist works with your sales and marketing team to refine your brand’s core messaging. The goals is to ensure that everyone is on the same page and able to convey your product’s value in a consistent way, reducing the need for excessive follow-up. Once that's in place, a skilled copywriter can produce concise, engaging content for sales materials, websites, and presentations that clearly articulate the key benefits for each audience, and helps shorten the sales cycle.


4. Your Website Doesn’t Convert or Attract the Right Audience

Does this resonate? Your website has decent traffic, yet few visitors are converting into leads. Your bounce rate is unusually high, suggesting people aren’t engaging with your content. Or maybe many of the inquiries come from prospects who don’t match your target customer profile.

When a website fails to convert visitors, it’s often a sign that your messaging is unclear or simply not striking an emotional chord with your ideal audience. Misunderstood audiences means misaligned messaging that attracts the wrong types of leads, or worse, leads the right ones to turn away before they even get a chance to understand what you offer.

Working with a brand strategist will help ensure that your website’s messaging resonates emotionally with your target audience and clearly communicates the value you provide to them specifically. You can then use this messaging platform as a North Star to create compelling website content that captures visitors’ attention, keeps them engaged, and drives conversions by emphasizing the most relevant aspects of your product or service.


5. You Struggle to Attract or Retain Top Talent

When you have difficulty attracting high-caliber candidates, or top talent is choosing to work for more well-known competitors, it's time to take a closer look at your brand. Do you share the same values as the people you want to attract? Does your marketing show that those values are deeply rooted and performative?

Today's job force wants more than a paycheck. We want to know that we are supporting companies that share our values. If prospective employees don’t see your brand as a leader or don't resonate with your values, it may be because your brand messaging isn’t projecting enough personality, credibility or excitement. This can make it harder to compete with better-known organizations when it comes to attracting the best talent.

A brand strategist will help you develop a strong messaging around your hiring campaigns, making sure that you have the tools to communicate your company’s vision, values, and opportunities in a way that is exciting and attracts top talent. This creates a blueprint that helps you create an engaging career page, exciting job descriptions, and employer materials that highlight your brand’s strengths.

Ok, But What exactly Will I Get From A Scientific Brand Strategist?

When you engage a biotech marketing agency who count scientific brand strategists within their team, you can expect a range of strategic and creative deliverables designed to sharpen your brand’s communication and market presence.

Key outcomes include:

These deliverables will help your marketing team align your messaging with your primary target audience, build credibility and leadership, and drive growth across all areas of your business.


How Much Will A Biotech Marketing Agency Cost And Is It Even Worth It?


Big Marketing Agency or Experienced Freelancer?

Hiring a scientific brand strategist and copywriter can range widely in cost, from around $5,000 for a basic brand consultation to $20,000+ for comprehensive brand positioning and content development.

However, there’s flexibility in how you approach this investment. Working with an experienced freelancer—one who brings agency-quality skills—can offer the strategic expertise you need, often at a more competitive rate than a large, full-service marketing agency. So for companies with tight budgets or those seeking a streamlined process, an experienced freelancer can be an efficient, adaptable choice without sacrificing quality.


Why It’s Worth It, Even on a Limited Marketing Budget

For biotech, medtech, and pharma companies, a well-defined brand strategy sets the stage for all future marketing activities. Here’s why it’s worth the investment—even on a limited budget—when you choose an experienced freelancer for your brand strategy and messaging:


Conclusion

So there you have it. If you’ve observed any of the signs mentioned earlier, it’s time to bring in a scientific brand strategist to help refine your brand’s messaging and market positioning. By leveraging their expertise, you can create compelling narratives, sharpen your unique value proposition, and ensure your brand connects effectively with both clients and potential talent. This investment will not only resolve current issues but also position your business for long-term success.


Ready to improve your marketing approach?

Over the last decade, Yoanne has developed brand strategy, pitch decks and content for healthcare, life science, medical device companies –big and small. Learn more about how we can help you deeply connect with your audiences and reach your KPIs faster.