How Digital Marketing Can Help India’s Laboratory & Life Science Industry
Today digital marketing has become heart and soul of the marketing plan for everybusiness including the biotechnology and life science sector. India has been amajor manufacturing hub for laboratory chemicals, life science products as wellas lab equipment. This industry seems to grow at a fast pace thanks to theGovernment’s campaign ‘Make in India’ and easy policies for manufacturers.However, Indian brands are still not recognized among the top manufacturers.
Presently internationalbrands such as Merck, Thermofisher Scientific, Eppendorf, Shimadzu, BectonDickinson, Bio-Rad, Agilent technologies form the top players in life. Thelaboratory equipment market is forecasted to cross $22 billion by 2022 ascompared to $6 billion in 2017. This means Indian manufacturers have a hugemarket to address and now need to take significant steps to reach the globalmarket. Digitalization shall play a key role here, and here we describe a feweffective ways of digital marketing.
UsingB2B portal would be the most effective way
The first step iscreating your own SEO friendly company website with details of your businessprofile, all your products, contact details and images as well as videos toprovide the maximum information. Having a website develops some level of confidencein any new customer who is looking out for you. Adding clear information aboutyour product/s can help a global user to understand if it’s suitable for theirneeds.
Listing products ononline B2B portals should be the second step forward. With the current era ofdigitalization, many B2B portals have come up which focus on the laboratory andlife science industry, rather than the entire consumer industry. Such portalsalready have a good reputation and a big inflow of targeted visitors comingfrom all around the world. The entire manufacturer’s catalogue can be listed onthe portal along with the brand name providing brand recognition andtransparency to the buyer. The secured payment gateways associated with theportal helps to make easy and secure transactions between the buyer and seller,providing maximum confidence and assurance to both parties. The entire businesstransaction becomes convenient and less time-consuming, a win-win situation forthe buyer as well as the seller.
Socialmedia and Whatsapp
Although social media isbest for B2C, it is still effective to some extent since most of the end-usershave an account on any one of the platforms such as Twitter, Facebook, andLinkedIn. So one can expect to reach their target customers even through socialmedia platforms. Whatsapp is the most common communication app used worldwidedue to its free calling and messaging feature, and more, it also has a businessapp! A lot of business cases get closed even with Whatsapp as it is very easyto communicate with worldwide buyers on the app.
Digital marketing is apowerful tool to promote brands in a targeted manner; requires less investmentthan the traditional marketing strategies and provides global recognition. Thebenefits of digital marketing are beyond imagination if done the right way, andcan contribute significantly to reach the business goals.
In the life scienceindustry, some Indian brands like Himedia, Tarsons, SD Fine Chemicals, SRL anda few more have already started to invest in digitalization and it’s not farthat we shall be able to see Indian brands featured among the top players.
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