Longevity companies need a new digital healthcare marketing strategy to be able to generate more sales and investments.
Longevity.Technology: The longevity industry is rapidly growing, increasing competition for investors and customers. Therefore, we are glad to carry this contribution from Antlerzz, a healthcare marketing firm specialising in the longevity industry. They explain the three major mistakes longevity companies are making – and what they can do to excel online.
The line between the tangible and virtual worlds continues to blur. In the UK alone, people spend a staggering 8.4 hours per day online, which accumulates to an astonishing 22 years throughout their projected lifespan . As a result, it is crucial for longevity companies to adopt a robust healthcare marketing strategy to achieve their goals. Whether their objective is to attract potential investors or captivate prospective customers, fully harnessing the power of digital marketing becomes a critical endeavor. However, despite being at the forefront of research and utilizing state-of-the-art tools, longevity companies often neglect to apply the same principles to their marketing strategies. In this article, we will explore the top three reasons that hinder longevity companies and provide viable solutions for their predicament.
1. The best marketing strategies understand platforms, use cases and algorithms
Many longevity companies overlook the nuances of different digital platforms. It is ineffective to upload an article on your website filled with complex scientific terminology and expect it to generate interest on social media. Each online platform has its own algorithms and serves specific purposes. Therefore, even if the same person visits different platforms, they may be seeking different types of information.
An excellent example of an effective approach is demonstrated by Do Not Age. Its website acts as an optimized hub, catering to search engine optimization. It consistently creates content for their website. Our analytics suggest this has resulted in a remarkable 670% surge in traffic through targeted keywords over the past two years. Additionally, Do Not Age has experienced a 4730% increase in citations from other websites, significantly amplifying its online presence.
Furthermore, on social media, Do Not Age tailors its content to each platform. For instance, it has created collaborative posts with TB Game, which boasts an impressive following of 94k on Instagram. This strategic move aligns with Instagram’s algorithms. On Twitter, the company engages in running commentaries, discussing broader health topics. These efforts result in improved visibility, generating consistent attention. However, even a market leader like Do Not Age can improve further. It is important to limit posts that resemble advertisements to less than 20% on social media, as platforms thrive on cultivating strong connections with their users.
2. Your customers are getting lost on the journey from the lab to market – develop a customer-centric healthcare marketing strategy
Leading companies now use psychographic analysis to target their audience. This means they focus on the needs and desires of their target investors and consumers rather than age and gender. By adopting a customer-centric approach, companies can effectively target their audience.
MitoQ has embraced this notion successfully. Although its pioneering product is a supplement that targets an antioxidant molecule directly absorbed into the mitochondria, it leads its marketing with the benefit rather than the science. For example, in an article about one of its customers, MitoQ uses storytelling to detail the personal account of a mother with young children who uses the supplement to boost her energy. This customer-centric strategy proves to be highly effective in gaining visibility.
Based on our data, we see there is little interest in “Mitochondria Activation” in Google searches. Moreover, there is significant competition from websites like PubMed. However, MitoQ has been smarter, evidenced by its current first-page ranking for “foods for liver cleanse.” Here, the company addresses the concerns of their target audience whilst linking to its supplements. It’s a smart strategy. However, our analytics indicate that while this approach brings in some traffic, further technical optimization is necessary to maximize its potential.
Moreover, even research companies can benefit from digital healthcare marketing strategies to attract investors. Studies have shown that content marketing can influence stock prices . Genflow serves as a good example. As Europe’s first listed longevity company, it has conducted incredible research to increase human and dog lifespan. However, its website predominantly leads with their SIRT6 research, which may be too complex for many and is unlikely to generate significant traffic. However, Genflow has written more customer-centric articles like How long do dogs live?, which garners 3.6k searches in the UK alone. By optimizing this properly, the company could increase awareness and attract more investments.
3. Like your research, the best marketing strategies for healthcare are a long-term endeavor
Ironically, many longevity companies spend years patiently conducting research, fully aware of the need to build long-term authority. However, when it comes to marketing, the focus is often on quick short-term results achieved through PR. While this can be effective, it must be accompanied by a long-term healthcare marketing strategy – organic traffic driven by content marketing.
But what’s the return on investment (ROI) for that? Skeptics may ask. Unfortunately, calculating the exact ROI is nearly impossible. While investing in such a concept may cause apprehension, consider the value of having your own PR machine that consistently generates buzz about your research or products. Research reveals that companies that consistently create articles on their website receive double the amount of website traffic . In short, the ROI comes from being consistently visible, providing value, and engaging your target audience rather than solely focusing on direct selling.
However, our analysis indicates that many companies in the longevity industry are missing out on this approach. To illustrate this point, we randomly sampled five companies from this publication’s homepage on a given day. On average, these companies were 7 years old, so clearly agile enough to embrace modern healthcare marketing strategies. Yet, we found that the most recent social media posts from each company either resembled ads or were corporate updates. Not only were they missing the essence of content marketing, but their digital assets also lacked strength. On average, their websites had a strength of 26/100. Although this is a decent start, likely due to their PR strategies, it falls short of the ideal. Consequently, unless these companies optimize their websites, they are unlikely to generate substantial organic traffic. This is a missed opportunity, as they have the potential to reach thousands of people per month without spending money
Therefore, a comprehensive healthcare marketing strategy is essential for longevity companies to thrive in the digital landscape. By understanding different platforms, adopting a customer-centric approach, and embracing long-term content marketing, these companies can maximize their online presence, attract investors, and effectively engage their target audience.
Disclosure: First Longevity Ltd which operates this website (Longevity.Technology) has a commercial interest in Genflow Biosciences Ltd.