5 reasons to stop competing and start connecting

Those of us marketing Biomedical, Biopharma and Life Science organizations are understandably passionate about what we do, because we know firsthand the life-changing possibilities of our group’s research. Our passion can sometimes make us feel competitive with other organizations, and at other times we may even feel invisible as we work next to larger entities that are better known for their work in our area of research.

The truth is, competing organizations—especially those that are large and well funded—are not focused on stealing your thunder. Just like you, they are passionate about bringing attention to their work, which is why it is good to remember that, ultimately, we are all on the same team.

Treating larger Bioresearch organizations like another target audience and letting them know your organizational goals can help build your reputation, gain support and move your company’s research forward.

1) Everyone is working toward the same goals

Your organization may never have the same resources or high-profile reputation as a Howard Hughes, Pfizer, or the Mayo Clinic but it probably has some of the same goals. By actively connecting with and supporting organizations that do similar research, you can bring attention to your organization’s work and broaden your audience.

Simple gestures like commenting positively on a competitor’s social media post can draw attention to your commitment to open dialogue and shared learning in a particular area of research. By doing this, you are sending a clear message that your organization cares more about the outcomes of research than its own interests.

Joining your competitors’ LinkedIn groups or participating in disease-focused events can also help build your organization’s reputation and legitimacy. As the scientific community comes to depend on your organization for its point of view and expertise, you may also find that they are more willing to share the stage and provide valuable resources to help further your work.

When you connect your work to that of a larger organization, their breakthroughs are good news for you, too. Ultimately, any progress in your area of research adds value to the work you do. It gives you something to get behind and share and in turn creates greater visibility for your work. So, instead of feeling obscure and lost in the shadows, why not be the first to offer congratulations when another group receives recognition or has a breakthrough?

2) Connecting gives you online traction

One of the key elements of having an effective online presence is nurturing quality backlinks to your organization’s website. Large Bioresearch organizations are referenced in articles all of the time, and usually they have no difficulty getting such links. Smaller organizations must be more proactive to get the same traction online.

When you collaborate with larger organizations, you are able to insert your brand into larger conversations that are taking place, making it more likely that you will be referenced on other websites.

Being part of online conversations raises your brand’s visibility and position’s it as a leader. Over time, others may begin to actively seek out your expertise when providing information or resources on their websites or social sites.

3) You can focus on what makes you different

When your biomedical organization is focused on making life-saving or life-changing discoveries, there is no reason to explain the importance of your research. For instance, if your researchers are focused on fighting heart disease, you don’t need to spend valuable marketing dollars trying to convince others that this is an important area of research: The larger organizations are already doing that for you.

What separates you from the big guys is not what you do, but how you do it.

Whether your organization performs specialized research within a field of study or it has a very small, dedicated team with exceptional credentials, connecting with larger organizations gives you a platform for sharing what makes your Biomedical, Biopharma and Life Science organization unique.

4) You may be perfect partners

Large organizations may do a lot of things well, but smaller ones often have the advantage of a leaner, more flexible research process. Your unique approach, product or simply the ability to react faster may make you the ideal scientific partner – or vice versa. A larger partner may allow you to focus on what you do best by assisting with the next stage of the discovery process that is outside of your specialty.

By forging partnerships with other biomedical organizations or biotech companies everyone will benefit, and this flexibility will help your brand stand out.

5) It’s easier to make right-sized marketing decisions

You may never be able to replicate the programs or marketing initiatives of larger Bioresearch organizations, but those tactics might not be the right choice for your marketing or communications group anyway. Letting go of the feeling that you must compete with larger organizations will allow you to focus on more appropriate tactics. As a smaller entity, you can use “grass roots” marketing tactics that larger competitors can’t, and you can react in real-time, which gives you the advantage of a more immediate and personal dialogue with donors, customers or stakeholders.

Having a smaller staff may also mean more efficient communication that allows your marketing team to update SEO on your website or react faster in response to industry news. Small to midsize C-level leaders often have a direct connection to customers or investors that allows them to see opportunity first-hand and move quickly. Whether it’s an investor opportunity or a more customized product approach, your marketing team is in a better position to execute communications about these changes without a lot of red tape to cut through.

Getting started

Having a plan for how you can align with certain competitors or others in your space will give your team the focus and confidence you need to promote your brand and also set it apart. Ultimately, being less competitive and more collaborative may be the best marketing tactic you’ll ever try.

If you’re not sure exactly how to get started or the right approach to take, let’s talk. We can help you map a path and create a Partner Marketing Kit that will make it easier to share your passion and capabilities with potential allies. Simply, contact me to set up a free 30-minute Pick Our Brain session to discuss your goals.