The world of brand and marketing jargon will be demystified and practical approach for biotechs, CROs, and other organizations in the life sciences industry will be revealed in this slide. You will explore your target audience and buyer personas, take a look at developing clear messaging, uncover the power of an aligned brand identity, and website optimization. This will help you to define a path to building a solid brand and marketing strategy for your organization. You’ll leave with actionable insights into the ideal branding and website best practices that will improve your revenue and reach. Learn more about how Seuss+ can help you at our website www.seuss.plus

1. Marketing and Brand Best Practices for Life-Science Marketing
Marketing and Brand Best
Practices for Life-Science
Organizations
Webinar

2. Building your marketing and
branding strategy and presence
is like developing a new drug

3. Marketing and Brand Best Practices for Life-Science Marketing
I’m an accomplished
marketing director with a long
history of building and guiding
brands in the
pharmaceutical, biotech,
and clinical research
industries.
Hello, I’m Gina Dunn,
Director of Marketing
at Seuss+

4. Marketing and Brand Best Practices for Life-Science Marketing
Welcome!
Hello everyone! Thanks for attending
today’s webinar on Life Science
Marketing!
2
4
1
Key Takeaways
What are the Best Practices for Life-Science Marketing
Webinar Giveaway offer
3 How to Proceed
5 Who are we? How we help?

5. Marketing and Brand Best Practices for Life-Science Marketing
Sound Familiar?
We need to recruit patients but can't reach them
Our marketing efforts don't work
We don’t get any leads from our website
We don't have an in-house marketing team
People don't know who we are
CROs
We need an online presence for investors
We don't know how to reach and connect with our
audience
We don't have a marketing team
Investors don't know about us
People can't find us
SPONSOR PHARMA BIOTECH
We don't have time to do "marketing"

6. Marketing and Brand Best Practices for Life-Science Marketing
Mixing the elements

7. Marketing and Brand Best Practices for Life-Science Marketing
5
best
practices
Audience
Messaging
Strategy
Brand
alignment
Website
optimization

8. Marketing and Brand Best Practices for Life-Science Marketing
The 5 best practices
Know your target
audience
Build detailed buyer personas:
•Geographic location
•Challenges and pain points
•Needs
•Habits
When you know your audience,
you can strategically look at
how your services and business
expertise connect to what they
need.
1
Tailor your
messaging
Now you know what your target
audience needs, it’s time to
build clear, strategic messaging
around your business, services
and expertise that speaks and
resonates directly with your
audience.
• Defined services/products
2 4
Acquisition
optimization
Your website should be focused
on:
• Generating leads for business
• Brand awareness
Consider
• Paid Marketing
• SEO
• Content Marketing
• Email Marketing
3
Align your
brand
Your audience is known, and
your services, business and
products are clearly and
strategically aligned; now it’s
time to build your brand.
• Name & logo
• Mission and Vision
• Values
• Key Messages
• Your business bio
• Visuals and graphics
• Fonts
• Educate your employees
5
Strategic
marketing
You can’t market your
brand and business until
steps 1-4 are complete.
Don’t waste efforts on
advertising campaigns if
your website doesn’t
represent your business
or have a clear call to
action.

9. Marketing and Brand Best Practices for Life-Science Marketing
1. Knowing
your audience
According to a study by Epsilon,
80%
of consumers are more likely to do
business with a company if it offers
personalized experiences.

10. Marketing and Brand Best Practices for Life-Science Marketing
Who is your audience vs buyer persona
VS

11. Marketing and Brand Best Practices for Life-Science Marketing
MOST Valuable CUSTOMERS – dare to choose!
MARKET RESEARCH
Create needs-
based customer
segmentation
Prioritize most
valuable customer
groups
Create
personas
Text
•Text
•Text
•Text
Identify your
potential
customers

12. Marketing and Brand Best Practices for Life-Science Marketing
Case study: Meeting your chosen customers’ needs
Global CROs see small Biotech
companies as a valuable
customer segment to engage
with
Biotechs are looking for more
personalised service and often prefer
to work with smaller, more like-minded
clinical research suppliers
Large, Global CROs establish and
market specialist divisions to address
the small biotech needs

13. Marketing and Brand Best Practices for Life-Science Marketing
2. Tailor your
messaging
A study by Evergage found that
96%
of marketers agree that tailored
messaging helps advance customer
relationships,

14. Marketing and Brand Best Practices for Life-Science Marketing
Understand the key
pain points and
challenges of your
buyer persona
1
Tailor your messaging

15. Marketing and Brand Best Practices for Life-Science Marketing
Highlight the unique
value proposition of
your products or
services
2
Tailor your messaging

16. Marketing and Brand Best Practices for Life-Science Marketing
Use language and
examples that
resonate with your
buyer persona
3
Tailor your messaging

17. Marketing and Brand Best Practices for Life-Science Marketing
3. Brand
alignment
According to a study by Lucidpress,
companies with consistent branding
across all channels see an average
revenue increase of
23%

18. Marketing and Brand Best Practices for Life-Science Marketing
A brand is what people say
about you when you’re not
in the room

19. Marketing and Brand Best Practices for Life-Science Marketing
Aligning your
brand
Define all the intangible
aspects of a brand
Personality
Values
Core Purpose
Positioning
Key Messaging
Your Brand
DNA
Vision of Future
Rally Cry

20. Marketing and Brand Best Practices for Life-Science Marketing
Aligning your brand
Define all the tangible aspects of a brand
Colors Fonts Graphic
Elements
Patterns
Brand
Name
Logo

21. Marketing and Brand Best Practices for Life-Science Marketing
Your brand will help you stand out
Your
Brand

22. Marketing and Brand Best Practices for Life-Science Marketing
Do you stand out?
OPTIMISM
FRIENDLY
BOLD
WISE
TRUST
HEALTH
BALANCE

23. Marketing and Brand Best Practices for Life-Science Marketing
4. Acquisition
optimization
According to HubSpot, businesses that
use paid search ads (such as Google
Ads) as part of their lead generation
strategy see a
34%
higher conversion rate compared to
those who don't use paid search.

24. Marketing and Brand Best Practices for Life-Science Marketing
How can I optimize my website?
Email Marketing
Content Marketing
SEO
Paid Marketing

25. Marketing and Brand Best Practices for Life-Science Marketing
Paid Marketing: AdWords
Pay-per-click advertising platform offered by Google allows businesses
to display ads on Google's search engine results pages and other
websites, with advertisers only paying when someone clicks on their ad

26. Marketing and Brand Best Practices for Life-Science Marketing
Paid Marketing:
Benefits
Flexibility
Increased visibility
A/B testing
Remarketing
Targeted advertising
Cost effective
Measurable results

27. Marketing and Brand Best Practices for Life-Science Marketing
5. Strategic
Marketing
A study by McKinsey &
Company found that top-
performing companies focus
on a few key marketing
capabilities that align with
their overall strategy, rather
than trying to be good at
everything.

28. Marketing and Brand Best Practices for Life-Science Marketing
Strategic Marketing
Have a plan or a set of goals that guide your
marketing activities and decisions, with a focus
on driving business growth and achieving your
objectives.

29. Marketing and Brand Best Practices for Life-Science Marketing
Our tips & tricks
Do the right things
(well) – not ALL the
things
Don’t break the
circle – complete
all the steps
Never forget your
buyer persona, it
may evolve

30. Marketing and Brand Best Practices for Life-Science Marketing
Key
Takeaways
Know your audience
Determine the needs of your most valuable
customers.
Position your services to meet your audiences
needs
Pick the channels that allow you to effectively
interact with your most valuable customers.
Stand out
Differentiate yourself through your brand DNA
and branding.
Collaborate commercially
Integrate sales and marketing throughout the
customer journey.
Think long-term
Build and execute a holistic commercial
strategy that’s lean and adaptable.

31. Marketing and Brand Best Practices for Life-Science Marketing
THANK YOU
www.seuss.plus
Seuss+ hello@seuss.plus
Watch the full webinar replay for free right now:
https://www.seuss.plus/blog/webinar-marketing-best-
practices-for-life-science-organizations/

32. Marketing and Brand Best Practices for Life-Science Marketing
How you approach marketing is not one-size fits all
In-house Marketing
Department
Fully within your
control; but takes time
and resources to
establish
Outsourced
Marketing Agency
Full-service marketing
expertise; but often
little Life-Science
experience
Freelancers
Flexible expertise; but
they need to be
managed
Seuss+
Flexible Life-Science
marketing expertise

33. Marketing and Brand Best Practices for Life-Science Marketing
“We believe that building
a robust partnership
model is grounded in the
identification of trusted
vendors and long-term
partners who share your
values, strategic goals,
and ambitions.“

34. Marketing and Brand Best Practices for Life-Science Marketing
Seuss+ is a collaborative and trusted
international life science consultancy. We
creatively solve complex business challenges
so our clients can focus on what they do
best—science.
We support drug development program
success and organizational growth through
our unique partner approach and portfolio
of tailored and strategic business solutions.
Unraveling complex business
challenges in life sciences

35. Marketing and Brand Best Practices for Life-Science Marketing
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36. Marketing and Brand Best Practices for Life-Science Marketing
Webinar
Marketing and Brand Best
Practices for Life-Science
Organizations