Biotech companies are often terrible at communicating the benefits of their technologies and services to their clients. So many fall into the trap of describing the background science first and leaving the potential applications and benefits until last (if at all).
They are not alone. PC manufacturers have been doing this for years. Visit PC World and look at the little signs next to the laptops, giving you lengthy lists about processor speeds and the like rather than explaining what we can actually do with the computers on display.
I’m not sure that I buy the comment that Apple are fantastically great at this, since I was recently in my local Apple Store and definitely saw these lists next to the lovely shiny MacBooks. However, I was approached by a helpful salesperson who explained what the extra processing speeds of the MacBookPro would actually allow me to do (video streaming was among the list; I opted for the basic MacBook and it has been GREAT in case you were wondering).
There one or two (literally!) companies in the lifescience industry who do this well. This transfection reagent company have transformed their previously technology-heavy amateurish website into a smartly branded portal for reagent sales. Note that the first thing that pops us is the products link and the technology section comes second.
This clinical services company clearly articulates its value propositions on the first page with simple links to each service, making it clear who benefits and why.
A striking website for at-home genetic screening. Again: products first, how it works second. Clever and clear branding, benefits, personal stories and links to the background science.
Do you have any examples of biotechnology companies who do this well? I’d like to collate a list worthy of accolade.
Thanks for the link to Susan’s post – and for highlighting some of those biotech sites above. It’s always good to find a site that is well done. The site for 23andme is truly striking, though of course its audience isn’t the same as the audiences for the other sites, being retail-oriented.
Perhaps that’s the key thing: who is the audience for the site? Is it potential investors, fellow scientists, medics, journalists or the end customer? Each will have different needs and a different level of scientific understanding – and will see different benefits, too.