10 marketing mistakes biotech companies keep making

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More and more companies in the biotech sector are betting on methodologies such as Inbound marketing , Social Selling or ABM in their digitalisation process . But the reality is that marketing mistakes are still being made that slow down growth and results. These are some of the most common ones:


1. Lack of knowledge of the market
Knowing the potential customer and the competition is essential to offer the Buyer Persona what they need, differentiate ourselves from other biotechnology companies and, therefore, increase sales. It is a starting point that is often overlooked.

2. Poor goal setting
Setting goals that are too generic is a fundamental mistake. SMART objectives (specific, measurable, achievable, realistic and time-bound) must be set , which are the result of a prior analysis. This approach helps reduce risks, improve resource management, performance and team motivation. It also facilitates the measurement and evaluation of strategies, decision-making and adjustment of costs and times of the marketing plan.

3. Lack of branding
Competition and the market make it essential to invest in australia whatsapp lead good brand management. Branding undoubtedly increases the value of the business and its competitiveness. Therefore, brand ignorance is a major problem that must be addressed before implementing a marketing strategy for a biotechnology company.

4. Lack of knowledge of target audience locations
Segmenting Buyer Personas allows you to optimize campaigns and ensure that you reach the audience at the right time and with the right content. That's why you should avoid sending messages to an audience that is too broad and undefined: this will only increase costs and lose effectiveness. By knowing the geographic location, you can send personalized messages aimed at conversion.

5. Lack of data to contact the target audience
The quality of the customer base data will define the effectiveness of the marketing strategy of biotech companies. For campaigns to be effective, marketing automation to work, and for us to be able to personalize content, it is necessary to obtain as much data as possible from the Buyer Persona. To achieve this, it is essential to have a good lead generation strategy .

6. Reluctance to digitalization
Digital transformation is an unavoidable challenge that biotechnology companies must face in order not to be left behind. But it is true that it involves important changes and adjustments to which some resistance may be encountered, both due to the costs and the effort of adapting current processes to the new system .

7. Discontinuity in project monitoring
Every marketing plan requires monitoring to identify errors, implement necessary changes and find new opportunities. It is a task that requires attention and time, which is why it is often neglected.

8. Lack of measurement
Determining KPIs is key to measuring the effectiveness of actions and, therefore, optimizing the budget and improving ROI . One of the great advantages of digital marketing is that everything is measurable , something that will be beneficial if the objectives are well set and the most appropriate tools are chosen.

9. Save time on resource optimization
Monitoring and improving the strategy is essential to convert more and adjust the budget to the maximum . A review planned on a regular basis is essential to optimize results.

10. Focus content on the brand, product or service and not on the customer
The marketing strategy of biotechnology companies must be aimed at offering useful content that helps solve problems or meet the needs of the Buyer Persona. Therefore, it is necessary to abandon the idea that the brand is the center and move to a customer-centric approach , which is the one that best fits the new habits of consumers.