How Life Science Companies Can Navigate Declining Website Metrics

In the turbulent world of digital marketing, life science companies will likely experience both growth and setbacks. Seeing online engagement metrics drop can be concerning, but there are effective ways to diagnose and address these changes. This guide offers actionable insights tailored to life sciences to help maintain stability and boost digital performance. Read on!

Stay calm!

First and foremost, don’t panic! Digital performance naturally fluctuates due to numerous factors, including algorithm adjustments, industry competition, or shifting user behaviors. However, if your metrics show a consistent decline over three months, it’s a sign to revisit your approach. Here are strategies to diagnose and resolve decreases effectively:

1. Take a Long Look at Your Analytics

To resolve performance issues, start by examining core KPIs like engagement rates, organic reach, traffic, and click-through rates. Understanding these data points can reveal how your audience interacts with your content, helping to refine your approach for a stronger digital impact.

• Pick a time frame: Look for specific periods when metrics began to dip and see if they coincide with any changes in content strategy.
• Engagement Analysis: Understand which metrics have been most affected. Is it organic reach, user engagement, or impressions?
• Content Breakdown: Review the performance of different content types (e.g., articles, research updates, infographics). Platform-specific trends—like Google prioritizing informative, well-researched articles—can guide content strategies toward maximum visibility.

Regularly assess whether your content is addressing current industry trends, research breakthroughs, and patient needs.

2. Think (and Look) Outside the Box

Outside factors often contribute to shifts in online performance, especially within the life science field, where credibility and accuracy are paramount.

• Algorithm Changes: Search engines frequently update their algorithms, which may impact your visibility. Regularly checking resources like Search Engine Journal or industry-specific newsletters can keep you informed about these changes.
• Industry Seasonality: Some times of the year may impact your metrics naturally, such as when healthcare professionals are less active online during busy conference seasons or holidays.
• Competitor Insights: Monitor competitor actions to understand if new campaigns or content are impacting your own engagement. Competitive analysis helps in identifying areas to improve or innovate in your digital strategy.

By proactively tracking these factors, you can adjust your content to stay competitive and remain visible in an evolving online landscape.

3. Reevaluate Content Relevance and Strategy

The type of content you share plays a significant role in online performance. If your metrics are slipping, consider making adjustments to better align with audience needs and industry standards.

• Ensure Content Relevance: Regularly assess whether your content is addressing current industry trends, research breakthroughs, and patient needs.
• Focus on Quality Over Quantity: Producing fewer but high-quality, data-driven articles or case studies often resonate better with a life sciences audience than frequent, less targeted posts.
• Maintain Posting Consistency: Irregular posting can confuse your audience and impact engagement. Create a content calendar to maintain a steady flow of information, keeping your brand top of mind for your target audience.

Check out our blog, “How to Target Life Science Keywords with Compelling Content” for more tips and tricks how how to develop a robust, high-performing content strategy.

4. Engage and Gather Insights Directly from Your Audience

Direct engagement with your audience can be a powerful way to improve content relevance and build stronger connections. Here’s how to gather feedback and foster a sense of community:

• Use Surveys and Polls: Platforms like LinkedIn offer features like polls and surveys that are useful for gauging audience preferences. You could ask questions like, “Which [biotech] topics interest you most?” or “Which content format do you find most useful?”
• Encourage Open Dialogue: Ask direct questions, like “What research challenges are you currently facing?”. Open-ended questions often elicit thoughtful responses, helping you understand pain points and align content to meet these needs.
• Implement a Feedback Loop: Share updates on how you’re acting on feedback and explain any new content directions, encouraging continued engagement and fostering loyalty.
• Showcase Audience Contributions: When you incorporate audience insights, they feel more connected and invested in your content, which can increase engagement and build community loyalty.

Just remember: losses are normal and expected

A downturn in digital metrics is not the end of the road but an opportunity to refine and improve. By following a data-driven, strategic approach, life science companies can adapt to changing trends, reinforce their digital presence, and strengthen connections with their audience.

Looking for a dedicated scientfic agency to solve your marketing problems? You’re in the right place! Start a conversation with our strategists today.