Imagine trying to tell your story in a crowded room where everyone is shouting. Now add compliance constraints, complex messaging, and an audience that’s already drowning in information.
This is the reality for life science brands operating in the attention economy. Unlike consumer brands, life science companies often lack the agility and simplicity required to capture—and retain—attention. But why is this the case, and what can they do about it?
1. The Key Barriers Lifescience Brands Face
- Regulatory Handcuffs: Compliance with legal and ethical standards often slows down communication efforts.
- Complex Products: Explaining mechanisms of action or clinical trial data doesn’t exactly lend itself to snackable content.
- Outdated Strategies: Many brands still rely on long-form presentations and dense PDFs, which struggle to engage today’s attention-starved audiences.
2. The Cost of Failing to Adapt
According to Accenture’s report, 56% of HCPs feel disengaged with the content they receive from lifescience companies. This disengagement can lead to poor recall of product information and, ultimately, missed opportunities for meaningful interaction.
3. A Path Forward
- Review your expectations: Aim to be less ambitious and more realistic about the time and attention an HCP might grant you
- Shift from speaker-focused to audience-focused: Work harder to empathize with the core audience and trigger interest and relevance
- Develop behavioural skills: Understand how attention works or onboard specialists that can challenge and optimize your comms, initiatives and strategies.
- Focus on Value, Not Volume: Prioritize quality content that solves real problems rather than overwhelming audiences with redundant materials.
- Make it ultra personal: Adapt to the individual realities, attitudes and profiles of each HCP.
- Scan and listen; pick up subtle real-time triggers and signals that might indicate (dis)engagement 4. Case Study
A biotech firm revamped its outreach strategy by introducing a digital content library with brief, topic-specific modules. The result? Engagement increased by 60%, and HCPs reported feeling more informed without being overwhelmed.
Main Takeaways
- Lifescience brands often struggle to engage in the attention economy due to regulatory and messaging challenges.
- Simplification, personalization, and quality over quantity are key to breaking through.
- Brands that adapt to HCP needs will foster stronger engagement and trust.
Discover how to navigate the attention economy as a life science brand and leverage the power of education, peer discussions, and data-driven decision-making.