The Unique Challenges of Marketing and Selling to Biopharma: Why B2B SaaS Tactics Fall Short

The following dialogue is based on insights shared during a recent webinar on "Unlocking Pharma Buyer Preferences: Essential Insights for 2025 Planning." In this conversation, Dario Priolo, founder of JK Research and publisher of the Selling to Pharma newsletter, and Ed McCarthy, CEO of Echelon Performance, discuss why typical B2B SaaS tactics fall short when selling and marketing complex biopharma solutions.

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Dario: Ed, I've noticed a lot of confusion among vendors trying to market and sell complex solutions to the biopharma industry. Many seem to be borrowing tactics from the B2B SaaS world. What are your thoughts on this approach?

Ed: You're absolutely right, Dario. There's a tendency to think that what works in one B2B sector will work in another, but biopharma is a different animal entirely. I've seen many vendors waste time and resources trying to apply SaaS marketing tactics to our industry.

Dario: Let's break this down a bit. What are some of the key differences you've observed between marketing B2B SaaS and marketing complex solutions to biopharma?

Ed: The biggest difference is the buying process. In SaaS, especially for lower-priced solutions, you can often have a single decision-maker or a small team making a relatively quick decision. In biopharma, we're usually dealing with large buying committees, multiple stakeholders, and a much longer, more complex buying cycle.

Dario: That's a crucial point. Our recent survey showed that even for solutions under $10,000, biopharma buying committees average three people. For larger purchases, it can be much more.

Ed: Exactly. And each of those committee members has different concerns and priorities. You're not just selling a product; you're navigating a complex organizational structure and addressing various pain points.

Dario: This complexity seems to make some popular B2B SaaS marketing tactics particularly ineffective in biopharma. Cold calling and cold emailing, for instance, are often touted as essential in the SaaS world. What's been your experience with these in biopharma?

Ed: In my experience, cold calling and cold emailing are almost entirely ineffective in biopharma. These companies are inundated with unsolicited pitches, and there are often strict protocols about how and when they engage with vendors. Cold outreach usually just gets ignored or blocked.

Dario: I've seen the same thing. In our survey, cold outreach tactics ranked at the bottom in terms of effectiveness for biopharma buyers. Yet, if you look at LinkedIn or marketing blogs, you'd think these were essential tactics for any B2B sale.

Ed: That's the danger. There's so much content out there about B2B marketing, and much of it is geared toward SaaS or other fast-moving tech sectors. Biopharma vendors need to be careful not to be overly influenced by these sources.

Dario: So if these tactics don't work, what does? How should vendors approach marketing and selling to biopharma?

Ed: The key is to focus on building relationships and establishing credibility over time. Thought leadership, industry expertise, and a strong network are far more valuable in biopharma than any quick-hit marketing tactic.

Dario: That aligns with our survey findings. Relationships and thought leadership were the top factors influencing biopharma buying decisions. But building these takes time, doesn't it?

Ed: Absolutely. There are no shortcuts in this industry. It takes time to build the relationships, develop the expertise, and create the thought leadership content that resonates with biopharma buyers. It's a long game, but it's the only game that really works.

Dario: This long-term approach seems at odds with the "growth hacking" mentality we often see in SaaS marketing. How do you advise companies to balance the need for results with the reality of biopharma's longer sales cycles?

Ed: It's about setting realistic expectations and focusing on the right metrics. Instead of looking at short-term sales numbers, we need to track things like relationship building, network growth with the right people, and engagement with our thought leadership content. These are the leading indicators of future success in biopharma sales.

Dario: That makes sense. It's not that we're not using digital marketing or modern sales techniques; we're just applying them differently, right?

Ed: Exactly. We still use tools like LinkedIn, content marketing, and CRM systems. But we use them to support our relationship-building and thought leadership efforts, not as a replacement for them. It's a more nuanced, strategic approach.

Dario: This all underscores the importance of really understanding the biopharma buying process and tailoring your approach accordingly. It's not about abandoning modern marketing techniques; it's about adapting them to the unique needs of this industry.

Ed: That's right. And it's why many vendors struggle when they first enter the biopharma space. They try to apply a one-size-fits-all B2B strategy and quickly find it doesn't work.

Dario: So, to sum up, what would be your top advice for companies looking to effectively market and sell complex solutions to biopharma?

Ed: First, invest in truly understanding the biopharma buying process. Second, focus on building relationships and establishing your expertise through thought leadership. Third, be patient and persistent – success in this industry takes time. And finally, don't be seduced by flashy B2B SaaS tactics that promise quick results. They rarely work in biopharma.

Dario: Excellent advice, Ed. It's clear that success in marketing and selling to biopharma requires a specialized approach. For any vendors struggling with this transition or looking to improve their biopharma marketing strategy, I'd be happy to offer my expertise.

To discuss how you can develop a more effective, biopharma-specific marketing and sales approach, feel free to reach out to me, Dario Priolo, for a consultation. Let's work together to create a strategy that resonates with biopharma buyers and drives long-term success in this unique and challenging industry.