7 digital marketing trends life science companies need to know about in 2024

Roxana Burtea
By Roxana Burtea

For life science organizations to thrive in today’s rapidly evolving digital environment, it’s key to adapt to the latest sector trends and macro factors. At ramarketing, we’re always looking at how to stay ahead of the curve for our clients and deliver cutting-edge strategies to enhance growth.

Our digital marketing experts have been keeping close tabs on the newest industry happenings, and we can’t wait to spill the beans with you. 

Let’s look at the 7 major trends influencing the life sciences sector in 2024, according to our in-house intel…

1. Data purge alert: The countdown is on for Universal Analytics 

Google Universal Analytics has long been a fundamental tool for marketers seeking valuable insights into website and digital marketing performance. 

The tool has enabled the collection and analysis of user data for years, offering a wide array of features to support data-informed decisions right across the life science marketing mix.

As Google continuously enhances and refines its tools, the retirement of the Universal Analytics API on July 1, 2024, following the introduction and adoption of GA4, is on the horizon. 

The Help Center emphasizes that after this date, access to Universal Analytics properties or the API, even in a read-only capacity, will cease, and all data will be erased. 

Our in-depth eBook is the perfect resource for understanding the implications of the new GA4 platform for your life science brand.

Please excuse our appearance – this is a resource from before we underwent our rebrand but the insight is still of high value!

2. Stay on top of spam: Google’s latest methods for combatting low-quality content on search

Google is rolling out its latest core update, which is big news for anyone operating in the digital landscape (that means you!). 

The impending updates are set to significantly reduce the presence of low-quality content in Search, channeling more traffic toward valuable, high-quality websites.

Google predicts this update will result in a 40% decrease in low-quality, unoriginal content across search results.

Here’s what you need to know:

Algorithmic Enhancements:

  • Improved helpfulness of search results
  • Reduced unoriginal content

New and Improved Spam Policies:

  • Aim to keep low-quality content out of search results 
  • Expired domains are reused to boost rankings of low-quality content called spam
  • Strengthening policy to target abusive content creation methods for search ranking, whether through automation, humans, or a mix
  • Low-value, third-party content generated primarily for ranking purposes without proper oversight from website owners is currently regarded as spam

Consider this your sign to elevate the essence of your content… 

The key is concentrating on user requirements, providing solutions, and addressing client issues.

By implementing user-focused strategies and leveraging the capabilities of Gen AI, alongside meticulous human oversight, you can set yourself apart from competitors and enhance your impact.

Looking for expert guidance? Speak to our Senior Digital Marketing Manager, Emma Wallace who can support your team to maximize potential from this latest Google update. 

3. Tips to boost engagement rates: LinkedIn thought leadership ads

These innovative ads launched in 2023 and offer a unique opportunity to build credibility and trust through authentic content from your employees. 

By showcasing your sector experts and key company profiles, you can establish your brand as an industry authority and stand out from competitors.

LinkedIn has reported that Thought Leader Ads have delivered impressive results, showcasing a 1.7x higher click-through rate and 1.6x higher engagement rate compared to other single-image ad campaigns.

4. Hashtag trends are changing: How many #’s is too many?

Hashtags are a vital component of LinkedIn and help connect campaigns and content themes together. 

Integrating the right hashtags in your posts boosts visibility, broadening your audience reach. They act as content markers, fostering increased engagement and connections. 

Our latest findings indicate that using a maximum of 3 hashtags can effectively expand your reach. 

LinkedIn currently suggests one post-specific tag (e.g. #raredisease on a post about rare disease treatment development) and two more general, industry-specific tags. 

Experiment with these tags to see which ones are boosting your impressions and don’t forget to update your hashtag bank with your findings!

5. Snap up social engagements: How to utilize multiple image posts

A picture is worth a thousand words and studies have shown that online users often decide whether to read more based on a post’s accompanying imagery.  

Our social media expert, Charlotte Racher, has noticed a rising trend among client accounts where images drive higher engagement. 

LinkedIn has evolved a lot over the past decade, and often a text-only post is not going to garner the same engagements as before. 

Incorporating Imagery enables life science brands to showcase their unique proposition, values, and selling points alongside compelling narratives to support lead generation. 

From sharing photos from a recent industry event or snapshots from your team that capture company culture, now is the time to experiment.

6. Visual appeal is key: Why responsive design matters

Traditional media can engage diverse audiences simultaneously. 

When investing in digital media, don’t forget to prioritize creating visually appealing content that works seamlessly on a range of devices, such as desktops, mobile phones, and tablets.

Our Media Buy expert, Sam Russell has seen a trend of stronger performance on desktop over mobile devices. This trend is linked to industry preferences and the type of content typically consumed on desktops – making responsive designs a key part of your optimization strategy.

7. AI improvements: Elevate your social platforms with AI integration

It’s common knowledge that every social media platform is now leveraging AI – from assisted ‘write with AI’ prompts to AI-led data analysis behind the scenes, you can’t escape the impact it is having on the content we consume.

AI plays a vital role in: 

  • curating feed content 
  • moderating comments 
  • enhancing user experience
  • suggesting personalized content 
  • deploying account-based marketing based on preferences
  • serving personalized ads 

As AI continues to advance, we expect to see even more tools and functionality to be brought in. 

Despite its intimidating reputation, the term ‘Artificial Intelligence’ was actually coined in the 1950s but has risen to mainstream fame in recent years. AI is here to stay, so the sooner you embrace its capabilities the better! 

Just imagine how much time you could free up by using AI to support your content scheduling and planning…  

Discover some common ways you engage with AI daily in our latest blog, AI in pharma: How living with AI is nothing new

Staying ahead in digital marketing requires constant adaptation

The ramarketing experts are always looking across the life science space and other industries, researching best practices, identifying new trends, and keeping on top of the myriad of updates and algorithm changes so you don’t have to! 

If you’re looking for support to leverage AI in your marketing strategy or need assistance with the latest Google algorithm update, ramarketing can help.

Let’s formulate something remarkable, together. 

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