In modern society, laboratories play a vital role in research and development. They conduct testing and experiments for various industries, on top of which are the health and medical sectors.
Let’s take the role of laboratories in the wake of the COVID-19 crisis. Various lab centers and clinics perform RT-PCR and POC tests, such as NAAT, antigen, and antibody tests. Some laboratories even conduct clinical trials for COVID-19 drugs and treatments and successful testing for mass vaccination.
Know that laboratories don’t get strictly confined to the health and medical industries. They apply to various fields of science such as microbiology and chemistry. Even engineering plants and industrial facilities need to work with labs for different forms of chemical testing.
If you run a laboratory, understand that marketing is a part of the overall equation. Whether you have a center or a small clinic, here’s how to promote your laboratory services:
1. Update your business website
For marketing, your website is the first place to start. As a laboratory, create a business site as most consumers look for products or services online. However, it’s not enough that you have a website for your laboratory. You must constantly update it to ensure that it’s visually appealing and highly functional for an excellent user experience (UX). Besides, it is where you’ll display and promote your laboratory services. Hence, make the most of your website for your marketing tactics.
2. Implement an SEO campaign
The internet gets saturated with many websites, all competing for web presence. This idea applies to lab businesses trying to stand out in a sea of digital competition. That is where search engine optimization (SEO) comes into the picture to increase your online visibility and website traffic. The SEO process involves optimizing your site, producing relevant content, and building links. When implemented correctly, you’ll be amazed at how your web page can get the top ranking in the search engine results pages (SERP).
3. Promote via social media channels
Apart from your website, harness the power of social media in promoting your laboratory services. Gone are the days when people used these channels only for personal interactions. Today, businesses take advantage of social media for a handful of reasons.
That’s where social media marketing comes into the picture. For one, you can directly promote your lab services on Facebook (for B2C) and LinkedIn (for B2B). Also, you can use social media apps such as Messenger to interact and engage with your customers. Plus, you can even post images of your lab work on Instagram.
4. Implement a direct marketing campaign
Another way to promote your laboratory services is by implementing a direct marketing campaign. As the name suggests, this campaign entails reaching out to your target clients and directly marketing your lab business. However, it takes due diligence to have a list of prospects. Once you’ve acquired qualified leads, you can directly message them via mail or email. Let them know what services your lab offers and how your lab business can be valuable to them. Who knows? Some of these prospects may take the plunge into getting your lab services.
5. Pursue in-person marketing
As the name implies, in-person marketing entails promoting your lab services to prospects in person. There are several ways to do this, but it all boils down to reaching out to the communities. For one, you can conduct free testing in your locality to introduce your laboratory center. Second, you can hold a public education campaign by orienting the locals while indirectly promoting your lab services. Lastly, you can even host a lab tour by inviting some clients or customers. That way, they’ll see first-hand how highly reliable your lab is in terms of laboratory uninterruptible power supply, efficient and accurate testing, and a well-equipped workforce.
6. Encourage your clients to make referrals
As a laboratory center or clinic, you may have some clients having gotten your lab services. Some of them are even regular customers who get routine testing. As such, ask them to refer your laboratory to individuals and businesses that might need your lab services. You can even incentivize your regular clients if they make successful referrals. You can offer them some discounts or exclusive deals. That’s how you leverage the power of referrals for your lab marketing.
At this point, you now know what it takes to promote your laboratory services. Consider the marketing strategies recommended above, from updating your business website to encouraging your clients to make referrals. By doing so, you’ll be surprised at how you can get more clients while boosting their trust and confidence in your lab. Ultimately, marketing your laboratory can lead to high ROI for your business while staying true to your commitment to society!
