LifeSci Continuum with Bill Schick
I'm a Fractional Chief Marketing Officer for life science companies and I help them accelerate product adoption & make marketing work.
This is LifeSci Continuum, where we explore the unbroken sequence of innovation, strategy, & growth in the life sciences industry. Join us as we explore the insights and experiences of founders, product managers, commercialization leaders, & marketing pros in the field.
Discover the strategies & tactics that have worked for them, hear about their challenges and triumphs, and gain valuable knowledge to help your company thrive.
From commercialization to full life cycle product management and marketing, learn about the latest trends in pharmaceutical, biotech, med device and healthcare marketing, product management, and branding.
From groundbreaking startups to exit-stage brands, we uncover the secrets to success in the life sciences, reflecting the ongoing evolution that defines our industry.
As a fractional CMO in the life sciences, I can help you establish, track, and optimize the right metrics and KPIs that align with your business objectives. This includes defining what success looks like for your specific stage of growth, whether it's early lead generation, nurturing prospects, or moving toward commercialization. I'll ensure that your marketing efforts are measured using data-driven insights, helping to identify opportunities, optimize campaigns, and make informed decisions to accelerate growth and ROI while minimizing wasteful efforts.
For more specialized help with growth, check out my firm, Mesh.
https://meshagency.com/
LifeSci Continuum with Bill Schick
What Are The 5 Stages of Buyer Awareness in the Life Sciences?
Follow Bill: https://www.linkedin.com/in/founderandcdo/
Contact Bill: https://meshagency.com/lets-connect/
Video Podcast: https://www.youtube.com/@BillSchickFCMO
Audio Podcast: https://www.buzzsprout.com/2380430
How to Tailor Your Messaging to Each Awareness Stage and Accelerate Your Life Science Sales:
“Marketing doesn’t work for us.” Yeah, I hear that all the time.
Honestly though, half the time you’re delivering the wrong message to your buyer at the wrong time.
Impossible you say?
If you’re not delivering the right message at the right stage of your buyers’ awareness, you’re not just missing a sale—you’re actually actively turning prospects off.
With irrelevant messaging, your once-promising leads disengage, trust erodes, and your marketing dollars go to waste.
Don’t tell me… you’ve been pouring months of effort (and dollars) into campaigns, only to see prospects slip away because they either don’t recognize their own problem yet or feel bombarded with brand pitches before understanding why your solution matters.
Each misaligned message is a huge missed opportunity and a step closer to losing market share.
In this episode, I break down the five stages of awareness, showing you how to pinpoint exactly where your prospects stand and adjust your messaging so it resonates.
Backed by real-life examples from the life sciences space, these insights will help you deliver precisely what your audience needs, when they need it—turning cold leads into engaged prospects and ultimately driving more conversions.
3 Buyer Awareness Insights for Life Sciences:
If you’re serious about growing your company, you really need to be firing on all cylinders (or energy cells?):
Pro Tip #1: Beyond Prospect Personas, Identify Secondary Influencers.
You probably assume the decision-maker is the person in your marketing database, but in life sciences, there’s often a hidden web of KOLs, purchasing committees, or department heads influencing the sale.
By mapping these secondary stakeholders and understanding their unique needs and awareness levels, you can create content paths that reach and resonate with all parties involved—well before a formal buying decision is even on the table.
Pro Tip #2: Use Specific Engagement Cues to Pinpoint Awareness Stage.
Instead of categorizing prospects by broad funnel stages, look for granular behavioral signals—like the types of research papers they download, the complexity of webinar content they consume, or the specificity of their search queries on your site.
These micro-signals can reveal whether they’re just waking up to the problem or already deep in solution exploration. Aligning your messaging based on these nuanced cues helps you deliver precisely the level of technical detail, proof, and urgency they need at that moment.
Better yet, rather than create any and all types of content, focus your limited content creation resources to developing specific content that maps this journey.
Pro Tip #3: Educate the Market Months Before They Know They Have a Problem.
Too many companies focus solely on late-stage branding or solution pitches.
Instead, seed your market months in advance with educational content on emerging challenges and subtle shifts in clinical practice or research methodology.
By the time your prospects realize they have a problem, they’re more than likely to recall your educational content and brand as the one who first put it on their radar. This “pre-awareness” cultivation strategy dramatically shortens the gap between their initial recognition of a problem and seeing your company as a trusted authority with the solution.
For more information on marketing your life sciences brand, check out this blog post: Life Science Marketing: A Comprehensive