{"id":1561,"date":"2023-03-01T10:41:56","date_gmt":"2023-03-01T02:41:56","guid":{"rendered":"https:\/\/digitspark.co\/blog\/improve-b2b-business-development-taking-the-biomedical-industry-as-an-example\/"},"modified":"2025-12-16T00:27:54","modified_gmt":"2025-12-15T16:27:54","slug":"improve-b2b-business-development-taking-the-biomedical-industry-as-an-example","status":"publish","type":"blog","link":"https:\/\/digitspark.co\/en\/blog\/improve-b2b-business-development-taking-the-biomedical-industry-as-an-example\/","title":{"rendered":"Taking the biomedical industry as an example, marketing techniques to improve the effectiveness of B2B outreach."},"content":{"rendered":"

Biomedical products differ from consumer goods. Due to the specialized work involved in pharmaceutical and medical device research and development, and clinical trials, every decision made by biomedical companies involves numerous stakeholders, from investors and employees to partner clinics and consumers. Furthermore, there are many advertising and sales regulations governing these processes. Financially, biomedical companies allocate almost entirely to R&D, leaving relatively little budget for other areas. Traditional thinking also holds that “product efficacy is king” for biomedical brands. These factors contribute to\u00a0<\/span>the slower pace of digitalization and data-driven marketing in the biomedical industry compared to other sectors.<\/span><\/strong><\/p>\n

A smart biomedical company is opening up new avenues! Emphasis is placed on pre- and post-exhibition marketing communication.<\/span><\/h2>\n

Biomedical companies typically acquire leads by attending B2B trade shows, such as MEDICA in D\u00fcsseldorf, Germany, and MEDICAL FAIR ASIA in Asia. This is a common practice for pharmaceutical and medical device companies: participating in these international exhibitions annually to build brand awareness, exchange business cards and samples in a fiercely competitive global market, and then actively maintain relationships back home. However, if biomedical companies\u00a0<\/span>incorporate digital and data-driven marketing strategies into their overall marketing strategy<\/span><\/strong>\u00a0, they can\u00a0<\/span>significantly enhance the effectiveness of new customer acquisition and matchmaking with medical institutions<\/span><\/strong>\u00a0.<\/span><\/p>\n

Audience targeting technology significantly reduces the cost of acquiring lists.<\/span><\/h2>\n

Besides exchanging information one by one at trade shows, where do we get our cold calling lists? With current data marketing technology, we can scrape data from large, publicly available global databases, then filter them using “audience targeting” logic to select potential leads from millions of entries. What does this mean?<\/span><\/p>\n

Take\u00a0<\/span>LeadsGeek’s<\/span><\/a>\u00a0self-developed\u00a0<\/span>Global Trade and Procurement Database<\/span><\/strong>\u00a0as an example. This database collaborates with over 100 countries across five continents, acquiring daily import and export data from customs and establishing a data-driven search system. This allows access to contact information for decision-makers in relevant industries. This provides companies with a\u00a0<\/span>large, globally-reaching cold-calling list<\/span><\/strong>\u00a0, enabling them to initially eliminate more than half of potential clients who are not interested. This allows biomedical businesses to focus their cold-calling efforts on developing and contacting potential clients.<\/span><\/p>\n

Basic search functions, such as those for a B2B company manufacturing children’s cough syrup, allow them to use a trade procurement database to find information on which medical companies and infant product traders in a particular country have recently imported what goods, from which regions they mainly source them, and their order volumes. Simultaneously, they can learn about the export situation of that industry in that country:\u00a0<\/span>where are the popular export options for pharmaceutical manufacturers and medical device companies recently?<\/span><\/strong>\u00a0Companies can use this information to decide on their current marketing strategies: should they follow trends and develop in popular countries, or should they explore regions with currently low trade volumes and become leaders?<\/span><\/p>\n

For more advanced users, the trade procurement database also offers a\u00a0<\/span>“specific search”<\/span><\/strong>\u00a0function. You can search for all recent import and export data for Company A; or enter a specific product to find out which companies worldwide have recently purchased that product, the quantity purchased, and whether it has been resold, among other information.<\/span><\/p>\n

Information that is used effectively can become business opportunities. Mastering this information can make your cold calling strategy much more efficient! If you have information but don’t know how to use it, you can consult marketing companies such as\u00a0<\/span>LeadsGeek (cross-border customer acquisition<\/span><\/a>\u00a0)\u00a0<\/span>and IBA (inbound customer data marketing<\/span><\/a>\u00a0) to help you develop a suitable strategy.<\/span><\/p>\n

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Further Reading:\u00a0<\/span>3 Essential Big Data Development Tools for the Internet Age<\/span><\/a><\/p>\n

Analyze unfamiliar users and build Personas (user profiles) based on data.<\/span><\/h2>\n

By drawing inspiration from B2C marketing’s approach of “analyzing consumers,” we can also categorize potential new customers. The internet age offers B2B companies the advantage of making it much easier to understand people’s behavioral patterns and identify the pain points of different groups.<\/span><\/p>\n

B2B outsourcing for biomedical products, such as\u00a0<\/span>promoting new drugs to chain pharmacies (outsourcing targets)<\/span><\/strong>\u00a0; biomedical companies need to secure orders from pharmacy companies, and this requires targeting specific outsourcing targets:<\/span><\/p>\n