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Today’s biotech corporate communications reach a global audience with a broad range of experience and understanding of the products they market. To communicate effectively with industry, news and public media channels, a pyramid of language complexity combined with an interactive company story must be built.
Communications is an Inside Job
There are several ways to ensure that PR communicators work smoothly and effectively.
- Keep everyone involved in the loop. Legal, disclosure teams, copywriters, etc.
- Have teams as large as necessary and no more. The more people on a team, the greater the chance of multiple content changes, which slows the process.
- Work together with joint venture partners. Share scheduling.
- Plan out communications efforts, and coordinate with partners, well in advance.
Gravity of the Subject
Biotech products can have a powerful transformative effect and involve powerful human emotions. These are often life and death issues, and biotech corporate communications should take this into consideration.
To keep it simple, speak about the positive possibilities without being hyperbolic.
The Audience
While biotech products are rooted in science and technicality, their customers are patients with no medical background, medical background, non-patient medical personnel, scientists, etc. In other words, they span a wide range of education and experience and need to be able to communicate to all of them.
One way to do this is to start with the bottom of the pyramid. Use a base of simple language that an average high school student could understand. From there, add more complex concepts to satisfy a higher and higher level of understanding and critical viewpoint.
In addition to this, the biotech communications team needs to address the digital media landscape we live in today. With so many social media channels, news outlets and the growing genre of voice marketing, it is vital to a company’s health to be wired into these networks.
Reaching Today’s Market
The biotech industry’s customer is found on a variety of media and news channels today. These include websites/blogs, social media, television, podcasts, and yes, even a few paper publications.
One of the best ways to reach customers on the web is to get media released through popular news channels. Unfortunately, these are outlets that have thousands of requests to sift through every day. Developing relationships or working with a PR agency can be beneficial in getting priority.
To be effective, frequently reaching out on social channels and through press releases requires entertaining, attention-grabbing content that takes readers on a journey.
By using interactive media, graphics, tables, video and relevant images, to name a few, companies can grab attention with regularity and deliver their message.
Telling your Story
Storytelling not only grabs the readers/viewers attention and hold it for a few seconds, it creates interest that causes the person to stay, and even seek out further information.
Communications that take people along on the journey, entertaining and educating, bringing them inside to meet the people behind the product, and ultimately delivering on their promises, will create brand loyalty that will pay long into the future.
A company like LifeSci is an excellent place to start if you are looking for professional help with this.
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