When it comes to digital marketing in the science industry, social media can be a key component to building and maintaining your brand.
To gain and retain customers and followers, staying on top of today’s latest trends is crucial. Producing themed posts for specific days of the week, coming up with creative ways to showcase your company and products, and leveraging sponsorships and collaborations with others, are just a few ways to ramp up your social media presence.
Read below to find out which companies are leading the way when it comes to their social media content and tactics in the science space.
Getting Creative: Luminex and GlaxoSmithKline
Who says science can’t be fun? Science can be complicated, and the learning and understanding of some information may be overwhelming for followers that aren’t as immersed or familiar in the subject.
Biotech company, Luminex decided to have a little fun with their marketing and produced a parody video showcasing their xMAP® technology. Although Luminex’s xMAP® Technology is a rather complex subject, summing up the idea of the product using various well-known songs not only adds a fun twist to learning but creates more of a lasting impression.
This past year, as the world adjusted to virtual meetings and interviews, global healthcare company GlaxoSmithKline seized the opportunity and poured their creativity into a video series called Science on the Sofa. This series combines conversations on healthcare and science with experts and patients, all from the comfort of their own home. While it can’t replace in-person connection, finding ways to interact with industry peers at a time of social distancing was a great way to keep the conversations going.
Collaborating with Influencers: Biohaven Pharmaceuticals
According to Start Up Bonsai, 80% of consumers have bought a product as the result of a recommendation from an influencer. Collaborating with well-known experts and public figures is an excellent way to increase brand awareness and tap into a broader audience. One example: Biohaven Pharmaceuticals, a clinical-stage biopharmaceutical company that targets neurological diseases, is the 2021 sponsor of NASCAR driver Cody Ware.
Ware, who has experienced migraine headaches from an early age and uses Biohaven’s migraine prevention medication Nurtec, took over the company’s Instagram feed for a day to give a glimpse into his daily life. During the takeover, Ware spoke about his history with migraine and the relief he has found with Nurtec. Ware’s affiliation with Nurtec shown on his personal social accounts expands Nurtec’s marketing to a larger audience including his fans who may have never heard of the medication otherwise.
For more #inspo take a look at Biohaven Pharmaceuticals’ Instagram.
Recurring Content: DeviceTalks
Just as the saying goes, consistency is key. Promoting a recurring theme on your company’s social media platforms can help drive consistent visits to your social channels.
Medtech and medical device industry publication DeviceTalks, produces a weekly series called DeviceTalks Tuesdays, that features discussions and workshops for those interested in the Medtech industry. Having a stream of recurring content is an ideal strategy that can create buzz and anticipation for upcoming events. This series entices followers of DeviceTalks to not only participate in industry conversations, but to keep coming back for more content as it’s delivered once a week.
For more #inspo check out DeviceTalks’ Twitter.
Amplifying Diversity, Equality, and Inclusion: GE Healthcare and 3M
Being able to connect and engage with your audience in a way that is real, relatable, and inclusive shows authenticity and an overall commitment to supporting more than just what your company is promoting or selling.
When it comes to issues within our society it’s important for companies to use their voice and speak up in situations where their consumers’ and employees’ lives are impacted.
In 2020, GE Healthcare produced a video interview series on YouTube, spotlighting the Black Lives Matter movement featuring various GE employees and their personal perspectives and experiences. During the month of June, they also highlighted and shared LGBTQ employee stories in celebration of Pride Month.
Similarly, for Asian American and Pacific Islander (AAPI) Heritage Month, 3M produced short videos highlighting AAPI employees and their stories on Twitter. They also created the video series Not The Science Type, that was shared across social platforms highlighting in-depth discussions with women surrounding different stereotypes and the impact they have when it comes to diversity, equity & inclusion in STEM.
These various initiatives and programs also show support for GE Healthcare’s and 3M’s employees, allowing for them to feel seen, respected, and valued within the company.
Using Hashtags to Categorize Content: GlaxoSmithKline
According to Pew Research Center, about half of Americans consumed their news via social media platforms in 2020. With the amount of information being generated and published every second, it’s imperative that tactics are used to ensure your company’s information is targeting the right audiences. Hashtags are a unique addition to social media marketing, enabling companies to increase their digital footprint across multiple social media platforms.
According to Sticky Leads, a study done by Twitter revealed that the use of hashtags can increase audience engagement by 50%. GlaxoSmithKline is a prime example of how to leverage this simple strategy. In order to specifically target investors and the media, GSK’s use of the hashtags #investors and #media when disseminating information across their platforms creates buckets for their content, in turn making the information more accessible for those actively searching for these specific subjects.
For more #inspo visit GSK’s LinkedIn account.
Eye-Grabbing Imagery: Curia
According to a 2018 article from MDG Advertising, posts on Facebook that feature images receive 352% more engagement than posts solely with links. In a digital marketing world that’s overflowing with content on various platforms, it’s easy for information to get lost in the shuffle. In the same study, almost two-thirds of people said that they’re visual learners, proving once again that it’s crucial to produce eye-catching images when promoting your company and/or products.
CDMO Curia, formerly AMRI, does an excellent job of creating branded images for each of their social media posts on their multiple platforms. For example, this animated graphic is attention-grabbing, and uses the brand’s colors, logo, font, and tagline to announce the launch of Curia. Taking consistency into consideration and including your logo along with any other specific branding such as color schemes or font types are all important factors when it comes down to creating the perfect image for your social channels.
For more #inspo check out Curia’s Twitter.
In the end, there are countless ways to ramp up your company’s social media presence. Keep in mind that responding to comments, tags, and digital conversations is equally crucial for gaining and maintaining a following Don’t be afraid to be creative and try new and fresh ideas. Different content works for different companies, and once you find what works for yours the possibilities are endless.Keywords: content marketing, Digital Strategies, marketing to scientists, science marketing, social media, social media advertising