This is a blog by Mark Verzijl, Consultant at Sciential.
𝘛𝘩𝘦 𝘯𝘦𝘹𝘵 𝘣𝘪𝘨 𝘵𝘩𝘪𝘯𝘨, it also exists in life sciences. It concerns typically a topic that is trending around the web (e.g., third generation sequencing) or is the key point of discussion at conferences or round tables. Whitepapers, blogs and publications will help to claim authority, but this exposure is usually short-lived and has a limited echo effect. And that is best case scenario because it is likely that a significant share of your audience never consumes your content in the first place.
My tip to life science marketers is to schedule three to four communication roadblocks a year. I define a roadblock as a short period of two weeks in which there is no way that your audiences can miss your presence. To create a roadblock, make sure to be visible on as many channels (both online and offline) as possible, only within the scope of the topic. Some of my go-to tactics are:
▪️ 𝐏𝐨𝐬𝐭 𝐨𝐫𝐠𝐚𝐧𝐢𝐜𝐚𝐥𝐥𝐲 𝐨𝐧 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐚𝐧𝐝 𝐓𝐰𝐢𝐭𝐭𝐞𝐫 𝐮𝐬𝐢𝐧𝐠 𝐫𝐞𝐥𝐞𝐯𝐚𝐧𝐭 𝐡𝐚𝐬𝐡𝐭𝐚𝐠𝐬.
▪️ 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐞 𝐨𝐧 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐰𝐡𝐢𝐥𝐞 𝐭𝐚𝐫𝐠𝐞𝐭𝐢𝐧𝐠 𝐢𝐧𝐭𝐞𝐫𝐞𝐬𝐭 𝐠𝐫𝐨𝐮𝐩𝐬.
▪️ 𝐁𝐞 𝐬𝐭𝐫𝐨𝐧𝐠𝐥𝐲 𝐯𝐢𝐬𝐢𝐛𝐥𝐞 𝐰𝐢𝐭𝐡 𝐬𝐞𝐚𝐫𝐜𝐡 𝐚𝐝𝐬 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐬𝐞𝐚𝐫𝐜𝐡𝐢𝐧𝐠 𝐨𝐧 𝐫𝐞𝐥𝐞𝐯𝐚𝐧𝐭 𝐪𝐮𝐞𝐫𝐢𝐞𝐬.
▪️ 𝐒𝐡𝐨𝐰 𝐝𝐢𝐬𝐩𝐥𝐚𝐲 𝐛𝐚𝐧𝐧𝐞𝐫𝐬 𝐚𝐧𝐝 (𝐘𝐨𝐮𝐓𝐮𝐛𝐞) 𝐯𝐢𝐝𝐞𝐨𝐬 𝐭𝐨 𝐩𝐞𝐨𝐩𝐥𝐞 𝐫𝐞𝐜𝐞𝐧𝐭𝐥𝐲 𝐬𝐞𝐚𝐫𝐜𝐡𝐞𝐝 𝐟𝐨𝐫 𝐫𝐞𝐥𝐞𝐯𝐚𝐧𝐭 𝐪𝐮𝐞𝐫𝐢𝐞𝐬 𝐨𝐧 𝐆𝐨𝐨𝐠𝐥𝐞.
▪️ 𝐁𝐞 𝐩𝐫𝐞𝐬𝐞𝐧𝐭 𝐰𝐢𝐭𝐡 𝐚𝐝𝐬 𝐚𝐫𝐨𝐮𝐧𝐝 𝐫𝐞𝐥𝐞𝐯𝐚𝐧𝐭 𝐬𝐭𝐮𝐝𝐢𝐞𝐬 𝐚𝐧𝐝 𝐩𝐚𝐩𝐞𝐫𝐬 (𝐞.𝐠., 𝐨𝐧 𝐑𝐞𝐬𝐞𝐚𝐫𝐜𝐡𝐠𝐚𝐭𝐞).
▪️ 𝐆𝐞𝐭 𝐧𝐨𝐭𝐢𝐜𝐞𝐝 𝐨𝐧 𝐥𝐢𝐟𝐞 𝐬𝐜𝐢𝐞𝐧𝐜𝐞 𝐡𝐮𝐛𝐬 𝐰𝐢𝐭𝐡 𝐨𝐮𝐭-𝐨𝐟-𝐡𝐨𝐦𝐞 𝐚𝐝𝐬 (𝐞.𝐠., 𝐛𝐮𝐬𝐬𝐭𝐨𝐩𝐬 𝐨𝐫 𝐭𝐫𝐚𝐢𝐧 𝐬𝐭𝐚𝐭𝐢𝐨𝐧𝐬).
Since you advertise so specifically and hyper-targeted on this topic, a roadblock does not necessarily has to be expensive. This way, life science brands can incorporate roadblocks for multiple relevant topics, within the scope of their marketing budget.