๐๐ฉ๐ฆ ๐ฏ๐ฆ๐น๐ต ๐ฃ๐ช๐จ ๐ต๐ฉ๐ช๐ฏ๐จ, 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:
- ๐๐จ๐ฌ๐ญ ๐จ๐ซ๐ ๐๐ง๐ข๐๐๐ฅ๐ฅ๐ฒ ๐จ๐ง ๐๐ข๐ง๐ค๐๐๐๐ง ๐๐ง๐ ๐๐ฐ๐ข๐ญ๐ญ๐๐ซ ๐ฎ๐ฌ๐ข๐ง๐ ๐ซ๐๐ฅ๐๐ฏ๐๐ง๐ญ ๐ก๐๐ฌ๐ก๐ญ๐๐ ๐ฌ.
- ๐๐๐ฏ๐๐ซ๐ญ๐ข๐ฌ๐ ๐จ๐ง ๐๐ข๐ง๐ค๐๐๐๐ง ๐ฐ๐ก๐ข๐ฅ๐ ๐ญ๐๐ซ๐ ๐๐ญ๐ข๐ง๐ ๐ข๐ง๐ญ๐๐ซ๐๐ฌ๐ญ ๐ ๐ซ๐จ๐ฎ๐ฉ๐ฌ.
- ๐๐ ๐ฌ๐ญ๐ซ๐จ๐ง๐ ๐ฅ๐ฒ ๐ฏ๐ข๐ฌ๐ข๐๐ฅ๐ ๐ฐ๐ข๐ญ๐ก ๐ฌ๐๐๐ซ๐๐ก ๐๐๐ฌ ๐๐จ๐ซ ๐ญ๐ก๐ ๐๐ฎ๐๐ข๐๐ง๐๐ ๐ฌ๐๐๐ซ๐๐ก๐ข๐ง๐ ๐จ๐ง ๐ซ๐๐ฅ๐๐ฏ๐๐ง๐ญ ๐ช๐ฎ๐๐ซ๐ข๐๐ฌ.
- ๐๐ก๐จ๐ฐ ๐๐ข๐ฌ๐ฉ๐ฅ๐๐ฒ ๐๐๐ง๐ง๐๐ซ๐ฌ ๐๐ง๐ (๐๐จ๐ฎ๐๐ฎ๐๐) ๐ฏ๐ข๐๐๐จ๐ฌ ๐ญ๐จ ๐ฉ๐๐จ๐ฉ๐ฅ๐ ๐ซ๐๐๐๐ง๐ญ๐ฅ๐ฒ ๐ฌ๐๐๐ซ๐๐ก๐๐ ๐๐จ๐ซ ๐ซ๐๐ฅ๐๐ฏ๐๐ง๐ญ ๐ช๐ฎ๐๐ซ๐ข๐๐ฌ ๐จ๐ง ๐๐จ๐จ๐ ๐ฅ๐.
- ๐๐ ๐ฉ๐ซ๐๐ฌ๐๐ง๐ญ ๐ฐ๐ข๐ญ๐ก ๐๐๐ฌ ๐๐ซ๐จ๐ฎ๐ง๐ ๐ซ๐๐ฅ๐๐ฏ๐๐ง๐ญ ๐ฌ๐ญ๐ฎ๐๐ข๐๐ฌ ๐๐ง๐ ๐ฉ๐๐ฉ๐๐ซ๐ฌ (๐.๐ ., ๐จ๐ง ๐๐๐ฌ๐๐๐ซ๐๐ก๐ ๐๐ญ๐).
- ๐๐๐ญ ๐ง๐จ๐ญ๐ข๐๐๐ ๐จ๐ง ๐ฅ๐ข๐๐ ๐ฌ๐๐ข๐๐ง๐๐ ๐ก๐ฎ๐๐ฌ ๐ฐ๐ข๐ญ๐ก ๐จ๐ฎ๐ญ-๐จ๐-๐ก๐จ๐ฆ๐ ๐๐๐ฌ (๐.๐ ., ๐๐ฎ๐ฌ๐ฌ๐ญ๐จ๐ฉ๐ฌ ๐จ๐ซ ๐ญ๐ซ๐๐ข๐ง ๐ฌ๐ญ๐๐ญ๐ข๐จ๐ง๐ฌ).
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.