The Challenge with Lab Scientists Writing Marketing Content
A Call for Expertise Integration in Biotech and Biopharma
In the rapidly evolving biotech and biopharma industries, the push for innovation is not just limited to the lab. Marketing, too, is facing its own set of challenges, particularly when it comes to creating content that resonates with a diverse audience. A growing trend among small and medium-sized companies in the biotech and biopharma sectors is to have lab scientists take on the role of content creators. While this approach leverages the scientists' deep understanding of the product and its underlying technology, it often overlooks a crucial component of effective marketing: specialized writing and the ability to connect emotionally with your audience.
The Expertise Gap
Lab scientists are at the forefront of discovery and innovation, dedicating their careers to pushing the boundaries of what's possible in science and medicine. Their expertise is undeniable, and their ability to communicate complex ideas within the scientific community is critical to advancing research and development. However, marketing content requires a different set of skills, including the ability to craft messages that are not only informative but also engaging and persuasive to a broader audience.
"Scientists are trained to deliver information in a formal, purely analytical, impersonal way and often struggle to distill complex information into accessible content."
The gap in communication expertise can lead to several issues. Let's discuss them.
Lack of Audience Engagement
Marketing content may need to speak to a varied set of stakeholders that don't possess the expertise necessary to simply infer and internalize the value of an offering from technical content. It is crucial to understand the circumstances and needs of each set of stakeholders well before deciding on the nature, topic, content or even platform for a marketing initiative. For example, a blog post aimed at high-level decision makers such as C-suite/D-suite or investors – even the tech- and science-savvy ones – may need to focus more heavily on the financial and operational benefits of an offering rather than its features. Even when communicating to expert end users such as lab scientists themselves, it is a common mistake to assume that focusing heavily on the technical, staying away from discussing the human impact will increase credibility. Indeed, the marketing department may experience push back from the R&D team when trying to adapt the messaging to a lay audience. This is partially due to a fear that simplification inevitably leads to inaccuracy. Yet it is not only possible, but necessary for biotech, biopharma and med device companies to craft stories that are both scientifically accurate and compelling. But scientists are trained to deliver information in a formal, purely analytical, impersonal way and often struggle to distill complex information into accessible content that addresses more than a purely technical needs, potentially leading to audience disengagement and missed opportunities.
Inefficient Communication
Without training in marketing or non-technical writing, scientists may inadvertently use jargon or complex explanations that alienate non-expert readers or simply fail to resonate with the audiences’ current needs. Effective marketing uses clear, concise, and compelling storytelling, a skill that often requires formal training and years of practice to master.
Time Mismanagement
Asking scientists to take on marketing roles can also lead to inefficiencies. The time scientists spend trying to craft marketing messages is time not spent in the lab. This not only slows down the pace of scientific progress but can also lead to burnout and reduced job satisfaction among research staff.
Bridging the Gap: A Collaborative Approach
Of course, the solution isn't to exclude scientists from the marketing process but rather to foster a collaborative environment where marketing professionals and scientists work hand in hand. This approach leverages the strengths of both groups, ensuring that content is both scientifically accurate and effectively marketed. Regular meetings and workshops can also help align goals and strategies across departments.
Training and Integration
Investing in marketing and writing training for scientists who are interested in contributing to content creation can enhance their communication skills and ensure that they can contribute more effectively. Similarly, marketers in science-based industries should have a basic understanding of the science behind the products they are promoting, which can be achieved through internal training sessions led by scientific staff and online educational services (e.g. Coursera, or courses from specialized groups such as the Oncology Nursing Society).
"[...] marketers in science-based industries should have a basic understanding of the science behind the products they are promoting."
Hiring Specialist Writers
For many companies, especially those with limited budgets, a practical approach involves enlisting the help of marketing consultants and copywriters who possess a strong background in science. Professionals like these serve as vital connectors between laboratory innovations and market needs, adeptly translating complex scientific concepts into compelling narratives that capture the interest of a wider audience. Engaging a specialist with a robust scientific understanding, such as Yoanne Clovis, LLC ensures that the depth of scientific innovation is communicated effectively and resonates with its intended market.
Conclusion
The integration of marketing and scientific expertise is crucial for the success of any biotech or biopharma company. By acknowledging the unique skills each team member brings to the table and fostering an environment of collaboration and continuous learning, companies can create marketing content that is not only informative but also engaging. This not only maximizes the impact of marketing efforts but also supports the ultimate goal of advancing healthcare and improving patient outcomes.
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