Experiential marketing for the life sciences: your route to business success

By Steph Brooking and Claire Nicholson | Reading time: 3 minutes

Experiential marketing for the life sciences: your route to business success

It can seem harder than ever to gain your customers’ attention. Experiential marketing may be the solution you are looking for, but what is it? How can this new form of marketing help to drive sales-ready leads?

Experiential marketing is where brand experiences are used to gain competitive advantage, capture customer loyalty, and create communities.

 

In a changing world where customers are bombarded daily with advertisements and messages from competitive companies, it is a significant challenge to capture your customers’ attention and retain their loyalty. That’s why experiential marketing can be the most crucial tool in your toolkit for your life science company.

What should you consider when undertaking experiential marketing? Why is experiential marketing vital for your life science company? Here is why it’s crucial in the life sciences for business success.

1. Experiential marketing can align with and complement your marketing and business activities.

Traditionally, experiential marketing activities have been in-person advertising activities. However, they’ve now advanced to a wide variety of other activities, from virtual events to webinars and even using your website as a vehicle for experiential marketing. 

One advantage of experiential marketing is that you can drive interest in specific areas of your business – amplifying the messaging from your marketing campaigns. Ultimately this helps to maximise your ROI. You could, for example, pair experiential marketing alongside a social media campaign for more exposure.

 

2. Experiential marketing for the life sciences ultimately drives consumer engagement.

 Experiential marketing has the consumer at its heart. To optimise your campaigns – identify who needs to be engaging with your company and who isn’t engaged currently.

User generated content helps to ensure your marketing campaigns are relatable for prospective customers – providing them with a vehicle to engage further with your brand . Where does user-generated content fit within your marketing strategy? User generated content has been billed as the future of digital storytelling. User generated content is key to maximising engagement within the life science industry.  This can be done through showcasing customer journeys to being open for research submissions to your virtual conference. Networking opportunities also allows for customers to share their own experiences with your products. What’s worked well for them? This is an ideal opportunity for prospective customers to see the full potential of your products – something they may not have realised without experiential marketing.

 

 

 

3. Experiential marketing helps form a more personalised view of your consumers than ever before

There’s a variety of data types you’re able to obtain from the experiential marketing programmes you use. This ranges from views of content to measuring the exact content your audience engages with.

You’re able to see what content resonates with your audience down to an individual level – allowing you to further target your content and identify sales-ready leads. This customer segmentation resulting from experiential marketing will help to ensure that your life science business continues to meet your customers’ needs.

 
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4. Content used in experiential marketing helps to capture customer loyalty

We believe the content generated through experiential marketing should leave a lasting impression. This could be through webinars, virtual events, website content.

One recent virtual event we produced gathered a community of scientists together to share recent research whilst networking with fellow attendees. One of the many features we’re able to put into place is a poster hall.  Delegates were able to submit posters – inviting fellow attendees to read their research and leave questions. This form of networking reflects what may happen in a physical space – ensuring attendees remain connected in a digital space.

 

 

5. Experiential marketing helps to maximise your ROI

There are a variety of tools to support the outcome of your marketing campaigns. Experiential marketing helps to create a higher percentage of actively engaged people. These actively engaged people work to amplify your brand message.
When you create events that drive continual engagement, you create the drive for delegates to attend future events. You are also encouraging those delegates to exert their influence over others.
Measuring the engagement, you are able to generate may seem challenging however the first step is to always consider what the end goal from your experiential marketing is. Is it to drive brand visibility? Are you looking to gather sales-ready leads for your new products or services? This can then help you to decide the most appropriate metrics to measure. You may choose to assess, views of content, likes / shares and the number of delegates watching. Questions left on content may provide a further insight into the interests and values of your delegates.

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To take a look at the experiential marketing activities we can help you with, visit our services page or find out more about the team here.

Get in contact to see how we can help you by emailing us here

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