End-to-End Creative for Biotech
We develop effective content for esoteric
biotech products.
Situation
We had to market oligonucleotides and CRISPR-based genome editing, spectrometers and venturi tubes, and many other esoteric but important products. We were fascinated by the explanations of the scientists we interviewed, but then we had to develop the content.
Most content developers can handle everyday products, but when it comes to writing about highly specialized biotech concepts, the results are mixed at best. The typical product research approaches fail when products are way too hermetic.
The scientists who work with those specifics products for the client make themselves available sometimes, but they have neither the time nor the marketing skills to communicate the benefits, advantages, or specifics of their products efficiently.
Yet content needs to be accurate, informative, and engaging – otherwise, leads and customers will not consume the content or, even worse, reject it. Apparently, that happened to Fleming as it took him over 14 years to bring antibiotics to market.
Solution
We tried to research the concepts and write based on the limited understanding we acquired only to put a smile on the face of the scientists who read the texts. We tried to draw cells and microorganisms only to end up with beautiful imaginary marine animals.
We realized that we need real experts on our team. We recruited biology PhDs who were interested in communication and teamed them up with our creative staff. We attracted experts from molecular biology, genetics, microbiology, immunology, and 20 other fields.
We learned to create content – both words and graphics – where the creative team ensured engagement and aesthetics while the biotech PhDs ensured that the content is accurate, is meaningful, and it matters to fellow scientists and customers in the market.
We developed a process where we can tackle the most esoteric subjects by putting together a relevant team for each topic. We still utilize input from the client experts who are still the primary source of information, and we deliver solid content quicky and reliably.
Outcome
We can now reliably, timely, and cost-effectively create specialized biotech content that engages customers, highlights important features, benefits, and advantages, and can be delivered across digital channels, customer journeys, and traditional materials.
When people read our work, they are struck by how seamlessly complex science is translated into content that is scientifically rigorous, clear in its communication, and beautiful in its presentation. Our content resonates with scientists, buyers, and investors.
We have utilized, enhanced, and perfected our process to tackle some of the most esoteric biotech subjects and delivered impressive, award-winning materials, white papers, articles, videos, animations, infographics, websites, brochures, etc.
We delivered effective content to our portfolio of biotech companies comprising several Fortune 500 companies and over 20 leaders in their field, including biotech manufacturers, pharma companies, CDOs and CDMOs, and other innovative biotech enterprises.
By integrating the scientific acumen of our PhDs within our award-winning creative staff, we not only increase revenue, market share, and brand credibility for our customers, but we also accelerate progress in society. We wish we could have helped Fleming.