Need to do a product launch on a shoestring budget? Is your ad budget almost expended but you wish you could do more? Don’t start worrying quite yet… There’s a few avenues to leverage FREE life science marketing that you can take advantage of at just about any time. All you need is some content.
While there are other sites that allow you to upload protocols, the one that carries the most weight is likely Nature Protocol Exchange. You get the gravitas of the Nature name, their signature online look and feel, and protocols are generally posted very quickly. While the benefits are a far cry from that of an actual peer-reviewed methods paper, posting protocols online is easy, relatively fast, and free. Similarly, Nature Methods has a section for suppliers to post application notes.
Have company news? There’s a whole host of sites out there that will either allow you to submit life science press releases directly or through an editor. LabGrab is a personal favorite, and of course there’s our own LifeSciPR, but that’s just a small sampling. More traditional “news” sites such as Lab Equipment Magazine or GEN will often accept news as well, as will many other laboratory and life science news sites. Getting a release published in a printed publication often costs money, however doing so isn’t important. There’s also a huge amount of free press release sites, but unless they’re targeted to the right audience their value is marginal at best.
Similarly, many relevant websites and publications will accept new product news as well. There are even some life science forums that allow companies to post information on new products and services.
When posting press releases or other news items, don’t forget to link back to your company or product website for a little SEO kick!
Have content, will write? When done well, blogging is great for both branding and SEO. You have an opportunity to project your company’s expertise in relevant areas by writing and publishing great content, and there’s no limit to how much you do so! Does your life science company’s website not have a blog? Don’t know how to install one? Don’t worry about it! Start up a WordPress blog and you can port it over to your own site later. If you write really good content of a solid length, consider eschewing the blog post and submitting it to a relevant online & print publication instead (again, I’ll use Laboratory Equipment Magazine and GEN as examples.)
Many social media channels are readily adaptable to life science marketing use. Our favorites are Twitter and LinkedIn. On both, users effectively tell you what their interests are. LinkedIn is particularly good because of groups. You can read more on using LinkedIn for life science marketing here.
The aforementioned methods are far from comprehensive. For instance, if you’re not lacking in time but are lacking in money, you could write white papers, which are a great way to generate leads. Depending on the price and nature of your product, and assuming you’re both a little more sales oriented and sell in the US, you could search the NIH RePORT database for prospects for highly targeted cold calling and cold e-mailing.
While we would never recommend trying to base your marketing around free methods alone, they can be used to stretch a budget or just get a little extra publicity. If you have more time than money, then the above methods can be a very productive way to boost your life science marketing efforts.