#027 What 200+ Science Marketing Assets Have Taught Us About What Works
- Dr Elisabeth Kugler
- Oct 23
- 4 min read
Table of Contents
In under three years, Zeeks has created over 200 life science marketing assets for organisations like Bruker, ibidi, and UCL. These have ranged from simple illustrations to in-depth white papers.
From our work, we've uncovered trends and principles that separate successful campaigns from the forgettable. This blog shares what those 200+ projects have taught us, offering insights for life science, biotech, and deep-tech companies looking to communicate more effectively.
1. Why Subject-Matter Expertise Matters
First and foremost in any science communication and marketing, the science has to be correct!
Your audience often includes researchers, clinicians, or highly technical buyers who will spot fluff in seconds.
One of the clearest takeaways from our work is this:
subject-matter fluency isn't optional; it’s essential.
We have seen dramatic differences in campaign outcomes depending on whether content was produced by a customer's in-house generalist copywriter or a subject-matter expert from our Zeeks team.
For example, we edited a white paper written by a generalist copywriter, which resulted in 127 comments. The comments were mainly of a technical nature, such as the wrong use of terminology. For the end-customer, however, this wouldn’t have been about terminology, but about the credibility of the company; with the question, “Do they even know their stuff?”
2. Strategy Before Style
Another key insight? A beautiful animation or slick brochure won't move the needle if it isn't mapped to a strategy and goal.
Your content should (a) align with the “hot topics of the field” and (b) have a job to do.
We worked with a biotech firm on a targeted SEO campaign involving web content and case studies. By aligning content to search intent and product positioning, their website traffic grew and we landed them on Google place one.
The success wasn’t about style; it was about strategic clarity.
Because science and business evolve with every season, our content strategy is never static.
Each asset we create is part of a flexible, data-informed approach that is measured, refined, and adapted to changing customer behaviours, market shifts, and broader industry or political developments. In the life sciences, agility is essential.
That’s why we don’t just hand over a polished graphic and walk away.
We act as strategic partners and are invested in your long-term success.
3. Formats That Work
Not all content formats are created equal. Some formats are better suited to engagement, others to lead generation, and the best are those you can reuse with strategic finesse.
Our favourite word: repurposing!
Think Beyond One-Offs
Smart content isn't just about one good social media post or podcast episode; it’s about building a system.
A podcast, for example, can feed multiple channels:
Use long-form content across platforms (such as website and YouTube)
Turn long-form audio into blog posts rich with keywords to drive SEO
Create short video snippets to share on YouTube, LinkedIn, and Instagram.
Use those snippets to drive traffic back to your website where you can collect leads
This approach creates a funnel with a purpose.
Reuse with Intention
Maintain content libraries, including illustrations, icons, and core messaging, with content that can be quickly updated or adapted. Managing raw files well and keeping editable assets easily accessible is part of good project hygiene, and it pays dividends in agility and consistency.
Know Your Audience
Is there a topic that keeps resurfacing in your niche? That’s your signal.
For example, is there a question that is asked repeatedly at a conference or product demo?
Consider creating a deep-dive eBook or longform guide that positions you as a key opinion leader on that topic. With the right angle, it not only builds authority but also captures leads when used in a gated format.
4. Metrics That Matter: How We Know It’s Working
One of our most important learnings is the need to track not just vanity metrics (like impressions), but decision-making metrics (such as reposts).
It’s not just about views, it’s about impact.
Here are some benchmarks we aim for:
Email open rates of 35–50% for segmented scientific audiences
Time on page over 2 minutes for technical blog posts
Lead generation increase by 25–40% following content campaign rollouts
Final Thoughts ..
The most important lesson we learned is that we are not here to "take over" your communications; we are proud to embed ourselves into your team.
Working together with your team in R&D, marketing, and other business units makes content outstanding because it is rounded and speaks to your customers. It meets people where they are, speaks their language, and builds a bridge between complex innovation and real-world application.
Great content requires the right team.
At Zeeks, we act as strategic partners to your marketing and sales teams, bringing decades of combined scientific experience to the table.
If you're curious about what that partnership could look like, feel free to get in touch.
Or take a look at some of our recent work:
We’d love to support your next milestone.
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