Companies in materials science, pharmaceuticals, biotech, and specialty chemicals face unique marketing challenges. Their customers are well-educated and results-driven, and their needs are complex. In these science-based B2B organizations, understanding your customers and their needs isn’t just important — it’s essential.

One common method for gaining a deeper understanding of your target audience is to develop profiles of fictional customers that represent the different segments of your audience. With this knowledge, it’s possible to map out the touchpoints between your brand and your customers and develop an effective marketing strategy to begin and maintain a relationship with them. The customer journey map serves as a guide for tailoring your marketing content to each phase of the journey. It can also help you identify and overcome the friction or pain points that could stop their progress.

This blog post gives examples of target customer profiles or personas and briefly describes the steps in the customer journey, how to match content to each stage, and how to reduce the friction that may stop a customer’s progress. To provide real-world context, we will consider the fictional startup medical device company Integument and how Cobalt would develop a marketing plan to introduce its inaugural product, the X-Derm transdermal vaccination platform.

First, an overview of the X-Derm product:

The X-Derm Microneedle Administration System (MAS) is the breakthrough platform that makes it possible to deliver life-saving medicines, vaccines, and therapeutics to patients — without the need for painful injections. At the heart of X-Derm is our patented solid microneedle design modeled after the proboscis of a mosquito. 

An array of microscopic needles penetrates the skin effectively, but with absolutely no pain, delivering medicine just below the skin. The needles are carried on a patch, and the patch adheres to the skin using the X-Derm Vaccination Wand™, which both presses the patch into the skin and increases the skin’s porousness using heat and a burst of rapid vibration.

With the X-Derm MAS, pharmaceutical companies and biomanufacturers have a viable delivery platform that protects the integrity of API while allowing the medicine to be delivered painlessly across the skin, triggering a rapid, robust immune response.

Getting to Know the Target Audience

Integument is targeting their product at two primary audiences. The first is lab-based R&D scientists in medicine, biotechnology, and pharmacology in various stages of drug development. The second group is pharmaceutical executives, who make buying decisions based on potential financial commercialization outcomes and their desire to please investors.

For the purpose of mapping the customer journey, first we need to better understand the target audience.

Building Buyer Personas to Understand the Audience

Buyer personas are detailed profiles of ideal customers based on market research and real data about existing customers. They describe the goals, challenges, and behaviors of your target audience segments.

For the purposes of marketing the X-Derm medical device, we created the following two customer personas:

First, a scientist in pharmaceutical development:

Emily Carter, Senior Research Scientist. Emily is 38 years old and earned her Ph.D. in pharmacology. She has more than 10 years of experience in pharmaceutical research and is skilled in drug formulation, clinical trials, and regulatory compliance.

Emily is a seasoned scientist dedicated to advancing pharmaceutical research and ensuring the safety and efficacy of new therapies. She focuses on developing new drug formulations and ensuring they meet regulatory standards. She is passionate about scientific discovery and staying updated with the latest research and technology advancements in her field. She is interested in finding new ways to deliver medicine and engaging in partnerships with biotech companies to find innovative solutions.

Second, an executive at a pharmaceutical company:

Ed Richards, MBA, Vice President of Business Development. Ed is 45, earned his MBA in Healthcare Management, and has more than 15 years of experience in pharmaceutical business strategy. His skills include strategic planning, market analysis, mergers and acquisitions, and regulatory affairs.

Ed is an accomplished pharmaceutical executive responsible for driving business growth and strategic initiatives. He oversees market expansion, partnerships, and the development of new business opportunities. Ed aims to position his company as a leader in the pharmaceutical industry through innovative strategies and effective execution.

With the customer profiles in mind, we can consider the customer journey map for the XDerm product launch.

What are the Stages of the Customer Journey?

Customer journey mapping is a strategic tool for visualizing and understanding the various stages a customer goes through when interacting with a brand. This process highlights key touchpoints and helps identify opportunities to enhance the customer experience. The stages of the typical customer journey are awareness, consideration, decision, onboarding, and advocacy.

Awareness

At the awareness stage, potential customers first learn about the X-Derm product. For both Emily and Ed, targeted content should be educational and engaging, highlighting the innovative aspects of the X-Derm Microneedle Administration System.

Examples:

• Articles and blog posts: Publish articles in trade publications such as Drug Development & Delivery and The Medicine Maker, focusing on the science behind the X-Derm technology and its potential benefits in drug delivery.

• Webinars and conferences: Participate in or sponsor webinars hosted by organizations like the American Association of Pharmaceutical Scientists (AAPS) and the Biotechnology Innovation Organization (BIO). These can feature expert panels discussing the latest advancements in drug delivery systems.

• Social media and online presence: Use platforms like LinkedIn to share thought leadership content, white papers, and infographics that explain the science and benefits of X-Derm. Tag relevant professional groups and associations to increase visibility.

Consideration

During the consideration stage, potential customers evaluate the X-Derm product against their needs and alternatives. Content should examine how the product solves specific problems faced by Emily and Ed.

Examples:

• Case studies and white papers: Develop case studies showing the successful implementation of X-Derm in clinical trials and real-world applications. Highlight data that showcases the product’s effectiveness and safety.

• Product demos and trials: Offer virtual product demonstrations or trials to allow potential customers to see the X-Derm in action. For Emily, detailed technical webinars can provide a deep dive into the product’s functionality.

• Comparison guides: Create comparison guides that show how X-Derm outperforms traditional injection methods and competitor delivery systems in terms of patient compliance and immune response.

Decision

In the decision or purchase stage, customers are ready to choose the best option. The content should focus on the logistical and financial aspects of acquiring and implementing the X-Derm system.

Examples:

• Detailed brochures and pricing information: Provide comprehensive brochures that outline the technical specifications, benefits, and cost-effectiveness of X-Derm. Include ROI calculators tailored for pharmaceutical executives like Ed to justify the investment.

• Sales consultations: Arrange one-on-one consultations with sales representatives who can address specific concerns and provide customized solutions for both Emily’s lab and Ed’s business needs.

• Customer testimonials: Share testimonials from other pharmaceutical companies and research institutions that have successfully integrated X-Derm into their processes.

Onboarding

After the purchase is made, the focus shifts to ensuring a smooth implementation and continued support. Content should be geared towards training and customer service.

Examples:

• User manuals and training videos: Develop comprehensive user manuals and video tutorials that guide new users through the setup and operation of the X-Derm system. For Emily, this could include detailed protocols and troubleshooting guides

• Customer support portal: Create a dedicated support portal with FAQs, live chat, and access to technical support. This can help both Emily’s team and Ed’s operations staff address any issues quickly.

• Onboarding webinars: Host onboarding webinars to walk new customers through the initial setup and best practices for using X-Derm. Offer Q&A sessions to address any immediate concerns.

Advocacy

In the advocacy stage, satisfied customers become brand advocates, sharing their positive experiences with others. Content should focus on maintaining engagement and encouraging referrals.

Examples:

• Customer success stories: Feature detailed success stories and interviews with satisfied customers in industry publications like PharmaTimes and Contract Pharma. Highlight how X-Derm has made a difference in their work.

• Referral programs: Implement a referral program that rewards existing customers for bringing in new clients. This could appeal to both Emily and Ed as they share their positive experiences with peers.

• Continuous engagement: Maintain regular communication through newsletters, updates on product advancements, and invitations to exclusive events. For example, invite Emily to contribute to a roundtable discussion on the future of drug delivery systems.