Life Sciences
July 24, 2025

Life Sciences Marketing Makeover: Your Midyear Guide to Better Results

Scientific marketers know the value of measurement. Your midyear audit is a chance to get smarter with outreach and ready your channels for more effective delivery.

EVALUATE YOUR OUTREACH AND ENGAGEMENT

How are your campaigns landing with healthcare providers, patients, customers, or scientific peers? Have prescriptions, orders, form completion, content download, or virtual event attendance dipped or surged? It’s important to identify the campaigns and audiences that need additional or enhanced engagement opportunities. You can also use data to sharpen your messaging.

REFRESH YOUR MEDIA MIX

Reddit and LinkedIn remain high-value environments for building trust among patients, consumers, and peers. OTT audio and DOOH placements can position research or brand messaging in relevant, real-world context.

Advantages of Reddit:

  • Reaches untapped audiences who are not active on other social platforms, extending your reach through this unique channel
  • A range of ad formats, from standard display ads to video and carousel formats
  • A unique community-driven environment, where users are looking for advice and recommendations
  • Targeting tools that enable brands to reach users based on interests, location, device, and engagement history

Advantages of OTT Streaming:

  • Highly targeted ad placements across digital platforms, including podcasts
  • Reaches target audiences based on real-time listening behavior

Advantages of DOOH Displays:

  • Uses mobile and behavioral data for location- and audience-specific targeting
  • Enables anonymous mobile recognition when users pass digital displays, allowing for retargeting with relevant ads and video content across other digital platforms

ADAPT TO THE REALITIES OF SEARCH

Traditional SEO has taken a hit: AI Overviews are crowding the search engine results page, and zero-click searches are on the rise. Consider: Are your web pages optimized with schema mark-ups? Are you using reviews, Google business listings, and Wikipedia to future-proof your AI SEO strategy?

What Else Can You Do?

  • Update your web pages regularly to make sure information is accurate/current.
  • Align keywords to real-world searches, including voice queries, which tend to be more conversational.
  • Write for both AI and humans, answering common questions.
  • Audit your brand regularly by asking AI why people should work with your brand.

HUMANIZE WITH INFLUENCER STORYTELLING

Real-world patient stories and partnerships with local health and science professionals drive engagement and can build credibility.

Why Align With an Influencer?

  • People are following influencers two or three times more frequently than brands, indicating a powerful shift in consumer trust and attention.
  • Working with micro-influencers in your geographical area can unlock highly engaged, localized audiences, maximizing your campaign’s relevance and impact.
  • Over 60% of Gen Z and millennials are following influencers. These are key consumer demographics increasingly making health, wellness, and overall purchasing decisions.
  • Influencer campaigns provide an invaluable direct line to your audience through real-time comments.

BUILD AUTHORITY THROUGH CONTENT

Use thought leadership, visual explainers, and those influencer voices to demystify biotech advances or pharmaceutical treatments. When patients, consumers, and peers turn to you for education and information as well as your products and technologies, it’s a sign that they’re interested in building deeper relationships that could directly impact your performance.

STRENGTHEN YOUR REPUTATION MANAGEMENT

Online reviews are powerful validators in life sciences, especially as more researchers and healthcare providers consult peer feedback. Even a small number of negative or missing reviews can shape perception. Consider activating your internal teams to boost authentic review volume with contests, signage, and QR-linked tools. Reputation management can be done manually or with automated tools, depending on your preference.

LIGHTSTREAM helps life sciences companies create staff-driven review campaigns that combine motivation and simplicity. Branded materials, gamification, and strategic targeting help elevate underrepresented locations and reinforce your reputation, one five-star experience at a time.

Scientific communication is evolving. Let’s shape your next campaign with precision and authority. Contact LIGHTSTREAM today.