In biotech, breakthroughs are frequent, but turning them into commercial successes is another story. The process of developing a new therapeutic, tool, or technology is exhilarating, yet the journey to market and beyond is fraught with challenges.
In the case of biologics, only around 15% of candidates make it through clinical trials. And even then, market entry is just the beginning. The real challenge lies in convincing the market that this innovation deserves their time, investment, and trust—whether that’s for biotherapeutics or technology.
Just look at the downfall of Pear Therapeutics, who despite being pioneers in digital therapeutics with multiple successful clinical studies and FDA-approval, closed their doors just over a year after going public.
For early-stage biotech startups, biotech marketing is often an afterthought. Scientists, driven by a passion for discovery, are deeply connected to the science behind their innovations. They may believe that the novelty of their work will naturally speak for itself, that a publication in a high-impact journal will shine a spotlight on their product and drive demand. Yet, in the commercial landscape, scientific novelty alone rarely translates into market traction.
Today’s biotech buyers—whether they’re evaluating new equipment, consumables, or research tools—are constantly inundated with claims of “revolutionary” products. For a startup, capturing the attention of this skeptical and often overloaded audience is a significant challenge.
Here, I explore how early-stage biotech companies can navigate these challenges, communicating their value effectively and strategically to make a real impact.
The science isn’t enough: sell the solution, not just the biotech innovation
For many biotech startups, it’s easy to fall into the trap of focusing biotech marketing efforts on the novelty and complexity of their science. While scientific rigor is essential, customers need to understand more than the “what” of your product.
Biotech marketing isn’t about highlighting the next great breakthrough—it’s about offering solutions to specific problems. Often, startups are so engrossed in their discoveries that they overlook how their technology aligns with their target audience's real-world challenges. A publication in a Q1 journal may offer validation, but without clear, targeted messaging that speaks to the daily needs of their audience, it’s unlikely to drive meaningful engagement.
Successful biotech marketing shifts the focus from the product's complexity to its real-world utility. It’s about translating scientific innovation into a relatable, compelling narrative that addresses your audience’s pain points. Biotech startups that recognize this early are better positioned to not only capture attention but to hold it, setting themselves apart in a crowded market.
Attention is short, and competition is high
With the ever-expanding marketplace, today’s life science professionals have limited bandwidth for sifting through complex scientific narratives. They’re looking for straightforward, impactful solutions that promise to make their work easier or more effective. The challenge for biotech startups is to distill their message down to what truly matters—how their product will make a difference in their audience’s day-to-day.
Achieving this requires concise, memorable messaging that conveys value quickly and clearly. Startups need to ask themselves: what are the core benefits of our product, and how do we communicate these benefits in a way that resonates instantly? It’s not about dumbing down the science but about distilling it to its essence—presenting a clear, compelling story that breaks through the noise.
Strategic prospect nurturing: biotech marketing that builds a connection over time
In biotech, decision-making cycles are lengthy, and building customer trust is a gradual process. Introducing new equipment or tools often requires a significant investment from potential customers, who may need to adapt workflows or overhaul established processes. A successful marketing strategy for biotech products therefore demands a strategic, nurturing approach that prioritizes relationship-building over time.
This approach involves understanding exactly where potential buyers are in their journey and creating a series of meaningful engagements that guide them from awareness to action. The Rule of 7 suggests that a prospective customer should encounter a brand’s messaging at least seven times before making a purchase decision—highlighting the importance of sustained, consistent outreach.
Rather than relying on a one-off announcement or a flashy product launch, biotech marketing should function as an ongoing campaign that keeps the audience engaged at every stage, building trust and demonstrating value throughout the decision-making process. Nurturing campaigns should focus on gradually revealing the solution’s potential, addressing specific pain points, and highlighting tangible benefits.
Full-funnel content speaks to your audience through their awareness, consideration, and decision stages, with messaging and strong calls to action that naturally guide them through the decision-making process to choose your product. At each stage, utilize a variety of content types, from regular blog articles to high-value white papers and application notes. In all cases, the focus should be on providing customer-centric, value-based content.
Breaking the Sequence: 5 Marketing Lessons for Early-Stage Biotech Ventures
If you're ready to bridge the gap between scientific discovery and commercial success, don’t miss our latest guide, Breaking the Sequence: 5 Marketing Lessons for Early-Stage Biotech Ventures. Developed in partnership with California-based marketing experts Brandmates, this guide distills five crucial biotech marketing lessons for early-stage biotech ventures looking to make a real impact in today’s competitive landscape.
In the guide, we cover how to:
Focus on a Core Niche – Establish a strong product-market fit by starting with a well-defined audience before expanding.
Commit to High-Value Content – Build trust and authority through in-depth, insightful content that addresses your audience's needs.
Develop Full-Funnel Communications – Guide prospects through each stage of the buying journey with tailored messaging.
Invest in Visual Storytelling – Use high-quality visuals to communicate complex science and stand out in the marketplace.
Automate for Scalable Growth – Implement automation tools to efficiently nurture leads and maintain engagement over time.
Equip your team with a proven marketing strategy for biotech products and take the next step towards success - Download the guide now.