Decide which kind of biotech you are and who buys, position on the scientific problem you solve, publish data and methods by named scientists, build partnering and capability pages, and reach R&D and business development roles on LinkedIn. Make no therapeutic claims, and keep investigational products out of promotion.
Measure partnering conversations, evaluations, pilots and deals.
Which biotech are you?
Biotech marketing depends on what you sell and to whom:
- Platform company: sells access to a discovery or development platform through partnerships and licensing. Buyers are pharma R&D and business development.
- Tools and reagents: sells products labs use. Buyers are scientists, lab managers and procurement.
- Services: runs research, testing or manufacturing for sponsors. Buyers are program leads, quality and procurement.
- Therapeutics developer: develops its own medicines. Audiences are partners, investors and the scientific community, under strict promotion limits.
Position on the scientific problem
Biotech buyers start with the problem: a target that is hard to drug, an assay that is too slow, a modality that is hard to make. Position on the problem you solve and the evidence that you solve it, in terms a scientist can check. Avoid adjectives; show the mechanism, the data and the limits. A clear statement of what your approach cannot do builds more trust than a claim that it can do everything.
Content by named scientists
Publish what scientists use: posters and papers you can share, application notes, methods, case studies with consent, webinars led by your scientists, and plain explainers for business development readers. Name the authors. In CMI's 2027 B2B research, marketers named useful, practical information and industry expertise as top ways to build trust, and Google's helpful content guidance asks for clear authorship and first-hand expertise. Pew Research Center found users click results less often when an AI summary appears, so state clear answers that can be cited. Our content marketing service writes this with your team.
Partnering and capability pages
For platform and service companies, the partnering page is the sales page: what you offer partners, the deal shapes you consider, the areas you will and will not work in, how a collaboration runs, and who to contact. Add a capability page for each service or modality, with equipment, scale, timelines and quality systems stated plainly. Business development teams screen many companies; make yours easy to screen in.
LinkedIn and email to named roles
LinkedIn's ad targeting reaches members by job title, company, industry and seniority, so campaigns can reach R&D heads, business development leads and lab managers at named companies. Lead with science: a data summary, a webinar, a method note. Our LinkedIn ads service runs these campaigns. Follow up with consented email under the FTC's CAN-SPAM guide in the USA and CASL in Canada.
The limits on promotion
Two FDA rules shape biotech marketing in the USA. Under 21 CFR 312.7, a sponsor or investigator, or anyone acting for them, may not represent in a promotional context that an investigational new drug is safe or effective for the use under investigation, or otherwise promote it; the rule does not restrict the full exchange of scientific information, including publishing findings. Under 21 CFR 207.77, registration or listing does not denote approval, and implying otherwise is misbranding. So describe your pipeline factually (target, modality, stage), share data in scientific form, and make no therapeutic claims for investigational products. Your regulatory and legal teams decide the wording.
How to measure biotech marketing
Partnering conversations started and progressed, evaluations and pilots, samples and trial orders for tools, sponsor inquiries and signed work orders for services, and deals signed, with the source of each first contact. Traffic and followers are context.
What we do and do not do
PromotEdge International is an international strategy, technology, marketing and design company, and our delivery team is in India. We plan biotech marketing, write scientific and partnering content with your team, and build websites and campaigns. We give no regulatory or legal advice and write no therapeutic claims; your regulatory and legal teams approve every word. Life science clients we have worked for include Kopran and Novozymes. That work was for their business in India and was delivered by our team there. Our life science marketing service page describes the work.
Facts we rely on: see our company facts for what we state about ourselves and where each fact comes from.