Scientific Copywriting: Endothelial Cell Biology Blog

CLIENT: ibidi GmbH
SECTOR: Biotechnology, cell biology, in vitro assays, microscopy
SERVICE: Scientific copywriting, educational content development, scientific image sourcing and verification


THE CONTEXT: WHY SCIENTIFIC COPYWRITING MATTERS IN LIFE SCIENCES
For biotechnology and life science companies alike, high-quality educational material should be part of a well-developed science marketing strategy. Creating science content is essential to support product adoption, establish scientific authority, and communicate complex methodologies to expert users.

However, science copywriting for scientists in blog format presents a unique challenge: content must be accurate, methodologically sound, and referenced, while remaining readable, engaging, and (often) actionable. This case study demonstrates how Zeeks – Art for Geeks supports life science organisations by delivering scientist-led scientific copywriting that meets the expectations of research-driven audiences.


THE CLIENT: IBIDI GMBH
ibidi GmbH develops and distributes advanced solutions for functional cell-based assays and cell microscopy, supporting research in cell biology, vascular biology, and cardiovascular systems. Their customer base includes academic laboratories, biotechnology companies, and pharmaceutical R&D teams.
To support researchers using in vitro systems, ibidi commissioned Zeeks to develop a scientific blog article focused on how to study endothelial cells of the cardiovascular system in vitro.

**The Brief: Communicating Endothelial Cell Research with Scientific Accuracy**
Endothelial cells (ECs) line blood vessels throughout the body and play essential roles in vascular development, homeostasis, inflammation, and disease. Their biology is highly context-dependent, influenced by biomechanical forces, tissue-specific cues, and molecular signalling pathways (yes, we love ECs!).

The task was to produce scientific educational content that would:
• Accurately describe endothelial cell biology
• Explain experimental approaches and challenges in studying ECs in vitro
• Support researchers working with cell culture and in vitro models
• Balance theoretical understanding with practical lab considerations
• Maintain a tone suitable for scientists and aligns with the ibidi brand

The Challenge: Bridging Theory and Practice for Expert Readers
The central challenge was to harmonise deep life science expertise with applied experimental insight into life science copywriting that considers:
• Vascular biology
• Cell heterogeneity and phenotypic plasticity
• Limitations and strengths of in vitro systems
• Relevance of experimental models to physiological conditions
At the same time, the content needed to remain accessible to readers with varying levels of prior knowledge, meaning from early-career researchers to experienced application specialists.

In addition, all claims required referencing, and accompanying life science visuals had to meet copyright and attribution standards.

The Zeeks Solution: Scientist-Led Content Development
Zeeks approached the project using a research-driven scientific communication workflow tailored to life science organisations:
• Content structure designed to move logically from biological fundamentals to applied methodology
• Scientifically precise language aligned with how researchers read and interpret technical material (know thy jargon!)
• Clear explanation of in vitro challenges without overstating experimental capabilities
• Comprehensive referencing to peer-reviewed literature
• Supply of scientifically accurate images, including full copyright checks and permissions
This ensured the final article to function as a long-term educational resource, rather than just a one-time marketing asset.

The Outcome: Credible, Searchable, High-Value Scientific Content
The resulting scientific blog delivers long-form, technically sound educational content that supports endothelial cell research and in vitro experimentation. It reinforces ibidi’s scientific authority while providing value to its research-focused audience.
For Zeeks, this project exemplifies how we support biotech and life science companies with:
• Scientific copywriting by subject-matter experts
• Educational content designed for researchers and R&D teams
• SEO-optimised long-form articles grounded in real science
• Ethical, accurate, and reference-driven communication

Client Feedback
“It was a pleasure working with Elisabeth. We received high-quality content, and always quickly and on time. We look forward to more projects together.”
Dr Susanne Seifert, Head of Marketing, ibidi GmbH