Why does biopharma and life sciences marketing underperform?

Synchronization matters

A strategic digital presence is more critical than ever for Life Sciences and Biopharma. Yet, many companies struggle to articulate a clear value proposition, miss key B2B requirements, and overlook the digital basics necessary to engage their target audiences effectively. Despite their best efforts in UX, SEO, PPC, and content, many life sciences and pharmaceutical websites fall short. Why?

The issue isn't a lack of tools or tactics; it’s the inability to plan and synchronize these digital marketing capabilities cohesively. This lack of alignment can result in fragmented efforts that ultimately fail to achieve the desired impact. In fact, according to a Forrester report, 54% of B2B marketing executives in the life sciences sector stated that a lack of strategic planning was the primary reason for failing to achieve marketing goals. Without a robust strategy, marketing efforts often result in "false starts" and wasted budgets, underscoring the need for a more coordinated approach.

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To help you avoid these pitfalls, let’s explore the most common mistakes in life sciences digital marketing and how you can overcome them to achieve strategic success.

Common Mistakes in Life Sciences Digital Marketing

• Bad Data: Flawed sales and marketing data lead to misguided decisions. Many organizations operate with data that is either outdated, incomplete, or irrelevant, which causes misaligned strategies and poor decision-making. A study by Deloitte found that 74% of biopharma executives believe leveraging advanced analytics and data is crucial to achieving business objectives. Without actionable data, companies risk making decisions based on outdated or flawed information, leading to ineffective marketing strategies.
• Disconnected Teams: When sales and marketing teams function in silos, it results in disjointed messaging and missed sales opportunities. The lack of collaboration and unified goals can severely impact the ability to convert leads into loyal customers. This is particularly important given that a survey by Veeva Systems showed that companies with synchronized sales, marketing, and digital efforts report 2.3 times higher sales effectiveness compared to those with disconnected teams and channels.
• False Starts: Initiatives that are launched without a robust, comprehensive strategy are destined to disappoint. Without clear objectives, KPIs, and a road map for execution, marketing campaigns often fall flat and fail to generate ROI. Research highlights that only 15% of biopharma companies have a fully integrated omnichannel strategy, despite the fact that an effective omnichannel approach is crucial for engaging diverse stakeholders in the digital age.
• Burned-Out Resources: In-house teams are often stretched thin, lacking the bandwidth to effectively manage and execute enterprise-level marketing goals. This can lead to burnout and subpar performance as teams struggle to juggle multiple priorities. According to the Content Marketing Institute, 67% of B2B marketers in complex industries, such as life sciences, experience burnout due to the need to manage increasing marketing demands without adequate resources.
• Expertise Gap: Advanced digital marketing tactics and tools often outpace what internal teams can manage or understand. This gap in expertise prevents companies from leveraging the full potential of digital strategies to drive growth. A survey by MM+M (Medical Marketing + Media) revealed that 63% of life sciences companies struggle to keep up with the rapidly evolving digital marketing landscape. This lack of advanced technical expertise in-house hampers their ability to implement sophisticated digital strategies, such as personalized content marketing, predictive analytics, and AI-driven campaigns.

Transformative Solutions for Life Sciences and Biopharma Companies

Our approach addresses these issues head-on, providing actionable insights and strategies that are tailored to the specific needs of your business.

Here’s how we help life sciences companies elevate their digital marketing efforts:

• Actionable Data: We synchronize sales and marketing data, providing you with a unified view that supports data-driven decision-making. With accurate, real-time data, you can make smarter marketing choices and drive better results. McKinsey & Company reported that companies in the life sciences sector that adopt a data-driven approach to marketing see up to a 30% increase in marketing ROI. This highlights the importance of aligning data for optimal decision-making.
• Synced Processes: We evaluate existing sales and marketing processes, identifying gaps and areas for improvement. By aligning these teams and processes, we ensure cohesive strategies that maximize impact and drive growth. In the digital age, 87% of healthcare professionals (HCPs) want to have virtual interactions with life sciences companies at least once per quarter, according to Accenture. Creating a synchronized, omnichannel experience is crucial to meeting these expectations.
• Strategic Planning: Every project starts with a solid strategic foundation. We define clear goals, KPIs, and deliverables, ensuring that every initiative is designed to deliver measurable results and ROI. With more than 70% of B2B buyers in the life sciences industry increasing their digital content consumption since 2020 (BCG), having a clear and focused digital content strategy is more critical than ever.
• Room to Breathe: We automate complex marketing functions, allowing your internal teams to focus on what they do best. By streamlining marketing processes, we help reduce burnout and increase efficiency.
• Advanced Expertise: Our team brings specialized expertise in digital marketing, enabling you to leverage cutting-edge tactics that go beyond the capabilities of your in-house team. From advanced SEO to data-driven PPC campaigns, we help you stay ahead of the competition.

Transform Your Digital Strategy

Success in life sciences digital marketing requires more than just tactics; it requires a synchronized strategy that aligns data, teams, and processes. At Agency 39A, we specialize in helping life sciences and biopharma companies overcome the common pitfalls of digital marketing.

If you're ready to elevate your digital strategy, optimize your marketing efforts, and drive measurable growth, let’s have a conversation. Contact us today to learn more about how our tailored digital marketing solutions can help your organization achieve its goals.