Is it Time for Life Science Marketing to Get #Weird?
There’s something…weird happening on LinkedIn. In between the usual announcements about promotions and conferences, there’s a growing number of posts that feel more human and relatable. This isn’t 2003 LinkedIn anymore; it’s #WeirdLinkedIn.
The Rise of #WeirdLinkedIn
#WeirdLinkedIn represents a shift away from the hyper-curated professional content the platform is known for. People are bringing more of their authentic selves to their professional presence, moving beyond their polished work personas.
While many industries are embracing this trend toward authenticity, biotech has been slower to adapt. A quick scroll through most life science company LinkedIn feeds reveals a familiar pattern: product specifications, technical white papers, and conference announcements.
There’s absolutely nothing wrong with this approach.
Technical precision is crucial in our industry, and researchers depend on accurate information to make critical decisions. But there might be room for something additional that makes content memorable and brands more relatable.
What This Could Mean for Life Science Marketing
Behind every lab coat is someone navigating career challenges, dealing with professional uncertainties, and occasionally needing to be reminded why they fell in love with science in the first place.
Marketing that is informative, precise, and grounded in technical expertise remains essential. But there’s also an opportunity to create content that speaks to the whole scientist, not just their technical expertise.
This includes:
- Career guidance and professional development insights
- Support for common workplace challenges
- Content that balances technical rigor with genuine human connection
What you can do now
Getting #weird doesn’t mean abandoning professionalism or rebranding.
Think about how you’d explain your latest research findings to a colleague versus how you’d write them up for a formal publication. The information is the same, but you might add context, mention the problem-solving process, or share a relatable moment from the research journey.
If you’re curious about incorporating more authentic elements into your marketing, here are three approaches to experiment with:
- Try engagement-focused questions that invite personal experiences. For example, “What’s the most unexpected thing that’s happened in your lab recently?” This can provide insights into what resonates with your audience.
- Consider adding brief context to technical content. When sharing product updates or research findings, you might include a sentence about what inspired the solution or what problem it solves in real-world terms.
- Experiment with a slightly more conversational tone in one post. Write as if you’re explaining something to a colleague i.e., maintaining professionalism while being more approachable.
You don’t need to completely reinvent your content strategy. However, in an industry where researchers often work in competitive environments and face professional pressures, incorporating a touch of authenticity into your marketing can remind them that they’re part of a broader movement working toward shared goals.
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