Life Science Marketing Agencies Exposed: Top Secrets Revealed | Marc Frechette

LifeSci Continuum with Bill Schick

Follow Bill: https://www.linkedin.com/in/founderandcdo/
Contact Bill: https://meshagency.com/lets-connect/
Video Podcast: https://www.youtube.com/@BillSchickFCMO
Audio Podcast: https://www.buzzsprout.com/2380430
Follow Marc: https://www.linkedin.com/in/digitalmktggeek/
This is the chat life science marketing agencies don’t want clients to watch.

In this episode of LifeSci Continuum, I'm joined again by Marc Frechette.

In this episode, Marc and I pull back the curtain on life science digital marketing agencies. Both of us have been on both sides: we've hired agencies as clients and worked inside them, so we know the dirt.

We dig deep into common pitfalls agencies face, and by extension, their clients, like lack of actionable insights in reports, misunderstood keyword strategies that drive clicks but not leads, and vague campaign objectives. We reveal how agencies often focus on vanity metrics instead of meaningful results, and why their hundreds-page reports are often impossible to act on.

Our conversation goes beyond the surface, addressing how agencies miss the mark on critical analysis, how SEO and ads are often poorly executed, and the frustrations clients face with vague, hollow campaign promises. But we don’t just stop there. We also discuss what companies can do to get big wins, what to demand from your agency, and how to actually turn your digital marketing investment into tangible growth.

This is a candid, no-holds-barred conversation about the real issues that plague life sciences marketing, and it’s packed with practical advice you can start using today. If you’ve ever felt like your agency was missing the mark or wondered how to drive real ROI from your marketing campaigns, this episode is for you.

Establishing metrics and KPIs right from the start is critical because they provide a clear framework for measuring success and guiding strategy. For life science startups, these metrics ensure that every decision—whether it’s marketing, product development, or customer engagement—is data-driven, allowing you to assess what’s working and pivot quickly if needed.

For life science founders, the most important awareness metrics should directly impact your company's strategic goals and align with the complexity of the industry. Here’s a deep dive into critical metrics:

1. Number of Cold Prospects Warmed Up for Retargeting: Measure how many cold social media prospects you’ve engaged through educational or entertaining content and can now target with remarketing efforts.
2. Qualified Leads Generated: Track high-quality leads from key life science decision-makers, not just volume.
3. Referral Sources from Scientific Communities: Assess awareness driven by reputable scientific publications and communities.
4. Content Engagement by Key Decision-Makers: Monitor downloads of technical resources by your target audience.
5. Organic Search Traffic from High-Intent Keywords: Ensure you rank for specific, high-intent scientific keywords relevant to your products.
6. Scientific Citations/Backlinks from Reputable Journals: Measure authority-building citations and backlinks from trusted journals.

As a fractional CMO in the life sciences, I can help you establish, track, and optimize the right metrics and KPIs that align with your business objectives. This includes defining what success looks like for your specific stage of growth, whether it's early lead generation, nurturing prospects, or moving toward commercialization. I'll ensure that your marketing efforts are measured using data-driven insights, helping to identify opportunities, optimize campaigns, and make informed decisions to accelerate growth and ROI while minimizing wasteful efforts.

For more specialized help with growth, check out my firm, Mesh.
https://meshagency.com/