Life Science Marketing in 2025: What’s Changing and How to Stay Ahead

Life science marketing is entering a new era. Scientists are getting harder to reach, digital strategies are shifting, and events are evolving. So what’s working in 2025? We surveyed industry leaders to find out—and the answers might surprise you.

A Q4 2024 survey conducted by Biotech Networks and UP THERE, EVERYWHERE uncovered critical insights into what will drive successful life science marketing in 2025. These findings were shared at the 2024 Sales and Marketing Professionals in Science (SAMPS) event and a 2025 webinar, highlighting the most significant opportunities (and challenges) for marketers in the space.

From the revival of in-person events to the power of AI and first-party data, here’s what life science marketers need to know for the year ahead.

1. In-Person Events Are Back—Here’s How to Make Yours Worth It

Both scientists and marketers are prioritizing in-person conferences and company-hosted events in 2025. While webinars remain valuable, interest in virtual events has plateaued. Scientists also show renewed interest in local networking events, lunch-and-learns, and career development opportunities, suggesting companies must rethink their event strategies.

Actionable Tips:

• Booth engagement needs a digital upgrade. Use iPads or smart monitors instead of brochures to strengthen conference participation and improve paperless booth engagement.

• Self-hosted or partnered events. Experiment with self-hosted or partnered events focusing on scientific networking, education, or career development.

• Data-driven event participation. Align events with scientists' interests, such as workshops on science communication or technical skills. Track lead conversions from conferences to measure ROI and improve future engagement strategies.

Marketers reported that email marketing and SEO continue to deliver strong ROI, but many underutilise SEO best practices. Both scientists and marketers indicated the importance of webinars for exchanging product information in 2025.

Actionable Tips:

• Focus on first-party email strategies. Build and segment lists while optimizing subject lines and engagement rates.

• Invest in SEO and search engine marketing (SEM) to ensure your content ranks for key industry search terms.

• Continue to include webinars as an important and cost-effective marketing tactic.

While LinkedIn remains the dominant social platform for life science marketers, scientists engage on a wider range of channels, including YouTube, ResearchGate, and industry-specific websites. Additionally, Twitter/X is losing scientist engagement, with some migrating to Bluesky. There are advertising and engagement opportunities with publications and organizations such as Fierce Biotech/Pharma, Genetic Engineering News, and Biotech Networks,

Actionable Tips:

• Expand beyond LinkedIn by exploring ResearchGate, YouTube, Substack and specialized science forums.

• Monitor emerging platforms like Bluesky and Threads, where some scientists are rebuilding communities after leaving Twitter/X.

• Utilize social listening tools to track where scientists discuss research, products, and industry trends.

• Download and leverage Fierce Biotech/Pharma, Genetic Engineering News, and Biotech Networks media kits.

Scientists want more interaction with companies but aren’t looking for direct sales pitches. Instead, they seek professional development, career advancement, and scientific insights.

Actionable Tips:

• Develop content beyond sales: Develop value-driven content such as career development resources, industry insights, and thought leadership articles.

• Host educational workshops & webinars: Focused on skill-building (e.g., science communication, data analysis).

• Support local scientific communities: Build engagement by supporting local scientific organizations and networking events.

AI will disrupt SEO, content marketing, and advertising strategies in 2025. Scientists are not yet widely using AI for product discovery, but marketers should creatively integrate AI into their workflows. Many marketing applications, such as Constant Contact and Shutterstock, are incorporating AI into their offerings, and life science marketers are encouraged to explore the utility of AI in creating marketing content and imagery.

Actionable Tips:

• Use AI for content topic research, content outlines and drafts, SEO optimization, and marketing analytics.

• Leverage AI-driven email personalization and predictive marketing strategies.

• Consider experimenting with AI-generated creative content, but always maintain human oversight.

The Future of Life Science Marketing: What Comes Next?

2025 isn’t just about doing more marketing; it’s about marketing smarter. Life science companies that embrace data-driven decision-making, cross-channel engagement, and AI-enhanced workflows will be best positioned to thrive.

Key Takeaways for Marketers:

✅ In-person events are back, but engagement tactics must evolve.

✅ First-party data & SEO are essential: privacy changes demand new strategies.

✅ Social media isn’t just LinkedIn anymore: Scientists are expanding to new platforms.

✅ Scientists want educational value: not just product promotions.

✅ AI is changing the game, but human oversight remains critical.

What’s your 2025 marketing priority?

The life science landscape is shifting fast—those who adapt will lead. Let's talk if you’re looking for a strategy that works. Get in touch with UP THERE, EVERYWHERE and let’s build a marketing approach that drives real impact.

Watch the full SAMPS Webinar replay here. Download the survey results here.