[BLOG] The State of Cell and Gene Therapy Content Marketing: Five trends that will get you noticed in 2021

[BLOG] The State of Cell & Gene Therapy Content Marketing: Five trends that will get you noticed in 2021

THE FIRST POST IN A NEW CONTENT MARKETING BLOG SERIES, SARAH ROSENBERG, HEAD OF MARKETING AT PHACILITATE SHARES WHAT TRENDS WILL GET YOU NOTICED IN 2021
The global cell and gene market is growing at an exceptional rate, with product launches and sizeable deals happening on a weekly basis. But our content marketing efforts are lagging behind.

Helpful content that targets the reader’s need first will be the best way to build trust, educate and make new connections with customers in 2021. 

None of us anticipated the speed at which our content marketing strategies would evolve this year, as we immersed ourselves into a fully virtual world. And for service/solution providers working in advanced therapies, where content marketing activities pre-pandemic in some instances were minimal, they are now facing the toughest job of all; knowing where to start.


By anticipating what content trends are on the horizon, and using the last few weeks of 2020 for strategic planning, you could super charge your marketing efforts and add value to therapeutic developers beyond the solutions we sell them.

 
As we head into 2021, here are five of my content marketing predictions for the year ahead:


1. Producing content in interactive formats will be the new gold standard. Active engagement from participants and readers, whether it be through a live Q&A on a webinar, or a social media poll will help build genuine connections. LinkedIn and Twitter have both made it really easy to do this on their platforms. Below is one , Michael Adeniya our Portfolio Director did last month... 
 
Linkedin poll on automating raw materials in cell therapy
LinkedIn polls are a quick and easy way to turn insight into helpful content


2. Marketing teams will seek to build long term relationships with their content agency and will view them as part of their core team, working with them on both strategy and execution. Not every organisation has in house content experts and leadership teams are still not fully bought into content in the same way they are other forms of marketing. So finding a full service content marketing partner with specialist knowledge of the cell and gene therapy market will be a key to success. 


3. Business meetings of up to 30 people (provided that physical distancing can be maintained and depending on regional restrictions) will be incorporated into marketing plans. They’ll be viewed as opportunities to create unique content such as roundtable reports, and may also be filmed to provide video content for those not in the room. Here’s a couple of examples from us.

ROUNDTABLE REPORT: REGULATORY CONSIDERATIONS FOR RAW MATERIAL QUALITY AND TESTING

COMMERCIALISING DISRUPTIVE TECHNOLOGY
 
4. The attention span of a majority of customers is on a downhill trend. This greatly conflicts with an industry that is dependent on rich data and scientific papers. But when the aim is grabbing and holding attention, the ability to quickly contextualise or repurpose their content into more digestible formats will be vital. This may be by dissecting chapters of a complex e-book into quotes or simple infographics to share on LinkedIn.
 
Emily Whitehead Foundation influential women in cell and gene therapy
Slice up an e-book into multiple social posts and make it easy to share

5. Readers will expect to see data driven content, and this means that you need to get closer to your customers than you ever have before. Expect to survey your audience more and have regular research calls (not sales calls!) with your audience in order to produce factual and timely content that addresses current frustrations. 

  
ASSESSING THE IMPACT OF A GLOBAL PANDEMIC ON THE ADVANCED THERAPIES INDUSTRY
Give your audience perspective with data-driven content 


With in-person events paused for a little while longer, content is an effective way to fill the void to building trust with your audience, educate and convert. Right now is a great time to incorporate these trends into  your 2021 marketing mix.
 
Times are changing, and so is marketing!

And if you need help strategizing, creating or distributing your content, learn how we can help you!  

About the author








Sarah is Head of Marketing at Phacilitate and is responsible for shaping the marketing strategy of the portfolio and its products. She joined Phacilitate in 2018, and is heavily involved in all aspects of the marketing mix, but has a particular passion for copywriting, branding and creating robust marketing plans. Sarah achieved a First Class Degree in Business Management at the University of East Anglia, has completed the Yellow Belt Lean Six Sigma Certification programme, and recently got named an EN 30Under30 winner.