Life science organizations employ a number of strategies to engage their target audience. Since the internet is the strongest source of information in this day and age, marketers have to use this tool to the best of their ability. While introducing strong content on their websites and via email newsletters is a good place to start, many organizations are seeing the benefits of digital advertisements.

According to the 2017 Healthcare Provider Communication Survey conducted by HealthLink Dimensions, 25 percent of doctors and almost 30 percent of nurses are likely to click on these public endorsements. As with any other marketing strategy, online displays of this nature require refinement to truly be successful. Here are some tips life science organizations can use to make their digital advertisements effective:

“Life science organizations need to determine their goals and target audience.”

Know the audience
Before life science organizations are able to perfect their online advertisement campaigns, they need to come to a conclusion on marketing goals. On top of that, marketers need to finalize the type of person they’re trying to reach. Leaders can look at both demographic and psychographic data to see in-depth details surrounding their current consumers and to identify who they want to target moving forward. The Houston Chronicle also suggested customer surveys, reviews of sales reports and comprehensive research into the industry to determine their best course of action.

Make it stand out
The web is saturated with content and sales techniques these days, so marketers have to ensure their commercial announcement is unique and eye-catching. Life science organizations should think about what is interesting to consumers and incorporate that into their ad work.

To start, it’s important to understand the three b’s, according to Entrepreneur. This means inclusion of the following elements in every digital advertisement:

  1. Brand: Implement the logo of the organization somewhere in the marketing effort.
  2. Buzz: Include a word that entices the customer to want to learn more.
  3. Badger: Encourage the client to click on the marketing method by incorporating a call-to-action.

Build visual recognition
Everyone can name the elements that make certain brands stand out: the golden arches of McDonald’s, the green mermaid of Starbucks and the swoosh symbol of Nike. This is known as visual recognition and it is something every life science organization should attempt to achieve. To do so, marketers need to add elements of consistency into their branding – specifically with digital advertisements. To supplement the logo, organizational leaders should consider soft-sell CTAs which ask the audience to learn more about the offerings available instead of demanding a purchase, according to Online Marketing Institute.

Using the same typeface and font size are two simple tactics for encouraging brand recognition through online marketing strategies as well. Incorporating these items can help consumers more easily identify an organization they like and trust.

“Marketers have to make sure landing pages are current for consumers.”

Clean up landing pages
Chances are strong that digital advertisements will link back to certain pages on a life science organization’s website. If those sites aren’t updated and interesting, consumers can quickly become frustrated and marketers will lose credibility. Before pushing online announcements live, leaders must ensure their landing pages are working to the best of their ability. Not only must the page load quickly to keep customers engaged, the destination should take advantage of a person’s enthusiasm by featuring products of interest and fill-form boxes clients can complete to receive even more in-depth information, according to WordStream.

Life science organizations that don’t take care of their landing pages can find themselves wasting valuable time and money developing online advertisements. The two elements go hand-in-hand, so marketers must ensure both tasks are complete.

Understand it’s trial and error
No ad will ever be completely perfect. Consumers’ wants and needs will continue to change over time, requiring life science organizations to alter their strategies accordingly. Developing online marketing techniques is a trial-and-error process. To ensure they’re on the right track, these organizations should consistently monitor their conversion rates to better understand what elements of their approach are working as intended, The Balance recommended. With these results, marketers can modify their game plan to meet their goals.