How to integrate next-gen tech into existing marketing tech-stacks

Before I started working with lifescience customers I would have never thought that the hardest part of bringing a lifesaving product to market had nothing to do with the science of research and productization. Staying ahead isn't just about groundbreaking research – it's also about how effectively we communicate and market our innovations.

As someone who's been in the trenches of life science marketing for the past few years, I've been thrown into the deep-end of realization how the right tools can make or break a campaign.

But here's the kicker: the toolset is constantly evolving. (Snakker is living proof of that and it’s exciting)

But a question I get a lot: Just when you think you've got your tech stack figured out, a new player enters the field and changes the game. So how do we stay on top of these changes without disrupting our entire workflow?

Let's dive in.

The Why

The life sciences sector is known for its rigorous approach to innovation.

We don't jump on every new trend – and for good reason. Lives often depend on the reliability and consistency of our work. But when it comes to marketing and communication tools, we need to be more nimble.

Here's why:

1. Efficiency is Key: New tools often bring automation and streamlining that can free up your team to focus on high-value tasks.
2. Competitive Edge: In a crowded market, the ability to reach and engage your audience more effectively can be a significant differentiator.
3. Data-Driven Decisions: Modern tools often come with advanced data collection and analytics, allowing for more informed marketing strategies.
4. Improved Collaboration: Many new tools are designed with cross-functional teamwork in mind, essential in the complex world of life sciences.
5. Cost-Effectiveness: Surprisingly, newer tools can often be more cost-effective than maintaining outdated systems. Many tools in this sector were created in a pre-AI era and even their cost models are built for a reality that no longer exists.

The How

Now, I'm not suggesting you overhaul your entire tech stack every time a shiny new tool hits the market. That would be chaos. Instead, here's a measured approach I've found effective:

1. Stay Informed

Set up a system to keep yourself updated on new tools. This could be:

• Following relevant marketing tech blogs and newsletters
• Attending marketing technology webinars and conferences
• Setting up Google Alerts for key terms like "marketing tools"

2. Evaluate Strategically

When you come across a promising tool, ask yourself:

• Does this solve a current pain point in our process?
• How does it integrate with our existing tools?
• What's the learning curve for our team?

3. Start Small

Don't roll out a new tool across your entire organization at once. Instead:

• Run a pilot program with a small team
• Set clear goals and metrics for the pilot
• Gather feedback thoughtfully

4. Integrate Rigorously

If the pilot is successful, plan your wider rollout carefully:

• Ensure seamless integration with your existing tech stack
• Provide comprehensive training for your team
• Have a clear transition plan to minimize disruption

Modern Tools In Action

Let's look at how some modern tools could fit into a life science marketing tech stack:

1. Clay: Contact Enrichment

Clay is an intelligent contact management system that aggregates data from various sources. And in life sciences, networking is crucial.

Clay could help you:

• Keep track of key opinion leaders and their latest publications
• Manage relationships with researchers and institutions
• Prepare for conferences by aggregating attendee information

2. Zapier: Automation

Zapier is an automation tool that connects different apps and automates workflows. In a regulated industry like life sciences, consistency is key.

Zapier could:

• Automatically update your CRM when a new lead comes in from your website
• Sync data between your marketing platform and your clinical trial system
• Send alerts when key metrics in your analytics tools reach certain thresholds

3. Snakker: Go-to-market content platform

Snakker is a dynamic communication platform that enables the creation of interactive, data-driven content specifically designed for the life sciences and pharmaceutical industries.

Snakker can help you:

• Create "Snaks," bite-sized pieces of content, that engage healthcare professionals (HCPs) with interactive, personalized choices throughout the experience.
• Streamline the content creation process with a platform that non-technical users can easily navigate, enhancing content production speed without compromising quality.
• Analyze how HCPs interact with your content in real time, providing deep insights into engagement patterns and preferences that help optimize future campaigns.

The Balancing Act: Innovation vs. Stability

Integrating new tools is always a balancing act, especially in life sciences where stability and reliability are paramount. Here's how to strike that balance:

1. Prioritize Integration: Choose tools that play well with your existing stack. The goal is enhancement, not replacement.
2. Focus on Security: In life sciences, data security isn't negotiable. Any new tool must meet or exceed your current security standards.
3. Consider Scalability: Will this tool grow with your organization? In life sciences, we often deal with long-term projects and relationships.
4. Measure Impact: Set clear KPIs for any new tool. Are you seeing improved efficiency? Better engagement? Increased ROI?
5. Be Prepared to Pivot: If a tool isn't delivering as expected, have an exit strategy. Don't let sunk cost fallacy keep you tied to an ineffective solution.

The Bottom Line

In the world of life science marketing, standing still is moving backward.

By thoughtfully integrating modern tools into our tech stacks, we can communicate more effectively, work more efficiently, and ultimately, make a bigger impact in the vital work we do.

Remember, it's not about chasing every new trend.

It's about strategically adopting tools that align with our goals and enhance our capabilities. Stay curious, stay informed, and don't be afraid to experiment. The next game-changing tool for your life science marketing efforts might be just around the corner.

Your marketing team will thank you for staying ahead of the curve.