Inbound marketing

Inbound marketing2025-08-14T15:24:10+01:00

Inbound Marketing for life sciences

Attract…connect…engage…delight – at kdm, we can help you to do all four!

We believe that a well-executed life sciences inbound marketing campaign will nurture your leads, change behaviours and encourage interaction with your brand. This means that, when your prospects are ready to make a decision, they will naturally come to you. What’s more, you can measure their interactions every step of the way, tweak you marketing activities if needed, and get a full picture of your ROI.
Our experienced agency directors combine scientific understanding with marketing expertise to provide thoughtful, strategic input into your inbound campaigns and deliver results that match your KPIs.

  • Split testing

  • Nurture campaigns

  • Direct marketing

  • Microsite development

  • Landing page development

  • Social

  • Blogs

  • Calls to action

  • SEO

  • Analytics

  • CRM

  • Marketing automation

Our approach step by step

1. Listen: as ever, we need a good brief please!

Curiosity is one of our core values here at kdm, and we’ll make sure we ask the right questions to get a broad brief and understand what you are looking to achieve. Inbound is easily measured, so let’s really think about what you are trying to do, and make sure we plan and deploy the right digital strategy to do it.

2. Think: inbound meets life sciences marketing

And we love it – what could be better than a scientific approach? As a scientific agency that’s choc-full of PhD scientists, inbound strategies tick all of our boxes. The trick to a successful inbound strategy applies across any industry, whether you are marketing for academics, clinicians or industry scientists. The number one rule is to apply scientific rigour to developing content that will attract the right kind of prospects, then give them something of genuine value. Emotionally connect with your audience, or solve a genuine problem, and hey presto! You’re suddenly engaging with a new-found, self-qualified sales qualified lead (SQL). And we can help with all of this. With our thinking hats on, we can develop an effective inbound strategy that will deliver the results you are looking for.

3. Do: the devil is in the detail

Marketing technology is ever-changing, and we keep a keen eye out for new tools and platforms that could transform the way we deliver inbound results. Enterprise-level platforms tend to be our go-to choices, as they are well-supported and unlikely to fall out of fashion any time soon. They may not have absolutely the latest bells and whistles, but they will have good training and support, and should be free of bugs and glitches. One word of caution – it’s great to have access to the latest platforms, but do you know how to get the most out of them? Levels of marketing sophistication have escalated exponentially across many platforms, and we are able to guide you to the best results possible. Like you, we are results-driven. And inbound gives us an excellent suite of tools to deliver on your objectives.

4. Review: it’s easy with inbound!

One of the great things about inbound marketing is that metrics can be used to ascertain if your strategy is working and, if it’s not, it’s quick and easy to make changes. Much of inbound uses digital channels, so it’s simple to split test campaigns, then tweak them to ensure the best possible response.

Smart inbound strategies for life sciences

Inbound strategies are made up of many different strands. Here at kdm, we can support you with it all.

Nurturing campaigns and direct marketing

We can write campaigns, develop appropriate CTAs and landing pages, and even deploy them using your choice of marketing automation platform (we particularly like HubSpot, but are also familiar with various other tools).

Microsites and landing page development

Landing pages and microsites can be useful tools to drive individuals to a very specific place and track their movements. They are especially helpful for clients who are not able to easily make changes to their core site.

Marketing automation

An effective CRM and well-planned marketing automation are key to delivering timely, personalised communications that nurture leads and build loyalty. kdm can work with your existing platforms to design, build and manage targeted email flows that drive engagement and deliver measurable results.

Keyword research

Wherever possible, we encourage our clients to use keyword research to inform content development. We currently use SEMrush, but there are other tools out there too. In essence, SEMrush allows us to identify the keywords individuals are using to get to key pages on your website and, more importantly, those of your competitors. These are very unlikely to be product names, and are commonly descriptive words or phrases, and maybe the odd question. Incorporating these words and phrases into the copy on your own web pages increases the likelihood of those pages showing up in organic Google search results when people use those keywords.

Blogs

Blogs are a powerful tool for demonstrating your expertise and sharing in-depth insights with the audiences that matter most. The best-performing blog content is shaped by a blend of keyword research and a deep understanding of audience pain points uncovered through persona development. At kdm, our team of scientists and writers create content that’s not only accurate and informative, but also clear, engaging and enjoyable to read. You won’t find keyword stuffing or generic AI jargon – just intelligent, relevant content that builds trust and drives traffic.

CTAs

Calls to action are a vital part of any email campaign – but also need to be woven throughout your website and marketing materials to guide visitors through the buying journey. Inbound campaigns succeed when visitors land on your site and are inspired to act – whether that’s exploring content, building a stronger connection with your brand, or taking the next step to contact you. At kdm communications, we help to ensure your CTAs are embedded where they matter most across your website, email automation, social media, exhibition assets and beyond, driving meaningful engagement with your target audiences.

SEO

Strong SEO is the foundation of any successful inbound marketing strategy. At kdm, we use a suite of advanced digital tools to identify how best to boost your web presence and visibility. Our in-house team of experienced science writers crafts content that not only appeals to your target audience, but is also optimised to perform well with search engines. The result? High quality, search-friendly content that supports discoverability and credibility.

Analytics

Analytics are the engine behind effective inbound marketing – they show you what’s working, what’s not, and where to focus next. By tracking behaviours and campaign performance, you can make data-driven decisions that continuously refine your strategy and boost ROI.

Socials

LinkedIn is the go-to channel for scientific marketing, thanks to its potential for professional engagement, but Instagram can also be good for extending brand visibility and storytelling. We can support you with an end-to-end strategy including content development, scheduling, posting and reporting, so that you see a steady increase in high quality following and engagement. We also deliver exceptional results with paid LinkedIn campaigns, helping our clients to reach new, highly targeted audiences.

We use a bespoke CRM – can you still help?2025-08-14T10:19:54+01:00

Yes! The kdm team is quick to learn and relishes a challenge. With some training (from you!), we can get up to speed with your CRM and make sure you are using it effectively to nurture leads and build trust.

How can I optimise my inbound campaigns?2025-08-14T10:19:34+01:00

We have an excellent handle on many different marketing technologies for inbound campaigns. This means we can work with you to set up and integrate activities, using your preferred platform to refine and improve your marketing. Our understanding of key inbound marketing metrics allows us to see what works and what doesn’t in your particular marketing niche, meaning we can help to sculpt and evolve your strategy to get results.

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