Every industry wishing to get its message out to a global marketplace must embrace today’s diverse mediascape. The biotech industry is no exception. Given the potential heavy impact on people who use their products, biotech corporate communications experts, such as LifeSci Advisors Search, need to be more savvy than their competitors, and more precise in their story to be successful.
How to Get the Message Out
With a lean, efficient team, a company can focus their efforts on creating a positive, fact-based approach to storytelling that speaks to a wide demographic across the globe, without over-hyping their claims. An approach of building on simple language that can be understood by the everyday person, combined with a gradual build of more complex ideas for a the critical mind, can be executed to reach this diverse crowd.
This is especially good for PR news releases, which work best when certain steps are followed.
- Planning out communications, including those with outside collaborators.
- Language is the base. But a traditional press release is no longer going to cut it. Interactive media is essential to convincing news outlets to pick up the release, and to get viewers to engage with it.
- Interactive media. This means relevant video, images, graphics, data, all aggregated into one interface.
- Creating trigger points in this interface, where the viewer can learn more if they are interested.
Once you have an interactive news release ready to go, it’s time to use all of those digital media platforms and news outlets to distribute it.
The more engaging a press release is, the better chance it has of getting picked up by various outlets. Utilizing a company’s news relationships can be an advantage here, as well.
There are a multitude of social media channels, content aggregators and news outlets to be featured on, here are a handful:
- The Guardian
- and many, many more.
No matter how the word gets out, it needs to endear potential customers to the company’s message. A great ad can be seen and enjoyed, and win over a few customers. However, if the biotech corporate communications team can create loyalty and a desire to check in on what their company is doing, they will create long term business, and grow their brand.
Storytelling accomplishes this task. When done right, the company is relatable, has a human face, a clear mission that the average person can respect, even applaud. Their advertising doesn’t seem like advertising, but a message to a friend. People want to listen, and are more likely to read or view to the end.
This company story must be developed, based on facts and have a clear mission that defines their message.
Finally, transparency helps the biotech industry appear more vulnerable. Opening the door of the business to allow the public to metaphorically have a look behind the curtain builds credibility. This means introducing the leaders, the scientists, the every day folks that develop the product, even the shipping department. Always, always, while weaving the mission and the story into the message.