Navigating the marketing funnel for pre-commercial stage Biotechs

In the world of biotech, innovation isn’t enough to guarantee market traction, especially when products are still undergoing clinical trials. For biotech companies developing novel therapies, building a corporate marketing strategy that communicates value, aligns with the scientific community’s standards, and builds early credibility is essential. However, reaching potential partners, investors, and future customers with limited proof points requires a strategy that balances transparency, vision, and scientific rigor.

Here’s a roadmap for how biotech startups can engage with the right audiences and establish trust as they move through clinical trials.

Awareness: Building a reputation in science and beyond

In the initial stages, your primary task is to increase visibility while firmly establishing credibility. This means conveying both the potential and the science behind your product. Biotech stakeholders—researchers, industry partners, and investors—are keenly aware of the risk associated with experimental treatments and the lengthy road to regulatory approval. They want to see evidence of your product's promise but are equally interested in the quality and ethics of your research.

This is where thought leadership, networking, and scientific communications play an outsized role. Publishing preliminary findings in reputable journals, presenting at industry conferences, and fostering relationships with academic collaborators can position your startup as a serious contender. Furthermore, the audience in regions like the U.K. and broader Europe values transparent, data-driven communication, which can be a powerful asset in building awareness.

Education: Nurturing interest and demonstrating potential

Once you’ve captured attention, the next step is to educate and reassure your audience that your solution has a viable pathway. This is particularly crucial for biotech companies in clinical trials, where the stakes are high and the path to commercialization is long and often uncertain. While you may not yet have a market-ready product, you can share insights on your clinical trial progress, showcase partnerships with respected institutions, and outline anticipated milestones.

Case studies from your early trials or partnerships with respected institutions offer valuable social proof. Educational content, such as white papers or webinars, can delve deeper into the science behind your solution. Biotechs are wise to address the regulatory journey early in the education phase, showing a clear understanding of compliance and a roadmap to meet requirements from authorities like the FDA and EMA.

Decision: Reducing the perceived risk for partners and investors

When it comes to encouraging partners, investors, or future customers to commit, biotech companies often face hesitation due to clinical uncertainty. A strategic marketing approach can help alleviate this by presenting a compelling narrative around your company’s potential. One way to do this is by sharing your milestones with a focus on how they align with the needs of your target stakeholders, such as pharmaceutical companies, large health systems, or research foundations.

By presenting forecasts for ROI (if applicable at this stage) or offering potential partnership models, you can remove friction from the decision-making process. In the U.S., where VC funding often prioritizes breakthrough potential, and in the U.K. and Europe, where investor groups tend to weigh regulatory milestones heavily, you’ll want to tailor your communication to each market’s unique priorities.

Retention: Building lasting relationships with transparency and vision

Your relationships with early stakeholders don’t end after a single funding round or partnership agreement. To build sustainable relationships and keep stakeholders engaged, biotech startups must maintain open channels of communication and consistently demonstrate progress. This requires transparency around setbacks, an open dialogue about clinical data as trials progress, and proactive updates on regulatory developments.

In biotech, ongoing engagement is not merely about retention; it’s about paving the way for future phases. Companies that demonstrate a culture of transparency and commitment to shared goals can foster loyalty and even encourage word-of-mouth advocacy in the scientific community. This type of ongoing communication can be particularly effective in markets like the U.K. and Europe, where long-term partnership and compliance are often valued over rapid, high-risk scaling.

Patience, transparency, and the promise of tomorrow

Marketing in biotech is a slow journey that requires patience, transparency, and a relentless focus on scientific rigor. Unlike more established industries, biotech’s marketing funnel isn’t about rapid conversions; it’s about demonstrating commitment to a shared mission of better healthcare outcomes. From early awareness efforts to building trust in clinical progress, your marketing approach must reflect the depth, reliability, and promise that your technology represents.

At Cureative, we understand the unique challenges of marketing biotech solutions still in clinical development. Our team is here to help you craft a corporate marketing funnel that builds credibility, fosters trust, and opens doors for growth in your relevant markets. Let us partner with you on the path to commercialization and help you communicate your vision with clarity and impact. Reach out to see how we can support your journey to clinical success and beyond.