Many specialised businesses fall into the trap of hiring generalist marketers who, despite their skills, lack the deep industry expertise needed to address their unique challenges. While these marketers may perform well in other fields, industries like healthcare and technology require a far more nuanced understanding than surface-level knowledge can provide.

  1. Oversimplification of Complex Ideas: Generalists often reduce highly technical or scientific concepts to overly simplistic terms, losing the trust of educated audiences. This can also lead to potentially misleading or inaccurate information that fails to convey the value of the product or service. The Content Marketing Institute (2021) found that 65% of B2B marketers found that their biggest challenge in outsourcing marketing was finding partners with adequate topical expertise.
  2. Compliance Missteps: As with other regulated industries, compliance with specific standards and quality requirements including GDPR, HIPAA, or FDA guidelines is critical. A lack of understanding can also lead to costly mistakes as well as reputational damage.  Companies marketing pharmaceuticals outside of their approved uses, for example, have cost upwards of $35 billion dollars in fines since 1991.
  3. Tone and Audience Disconnect: medical and technology industries require a tone that balances authority with approachability. Generalists may struggle to write with authority and adapt their writing style to the expectations of healthcare professionals, tech leaders, or scientifically literate consumers. Approximately 52% of biotech companies and medical device companies’ marketing budgets are directed at reaching healthcare professionals. However, specialist marketing firms have the experience to know the best ways to talk to these types of audiences and understand not just what they want to hear but also how and where they want to be reached.

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Why Industry Expertise Matters

Aitkens has over 30 years of experience working within medical and technology sectors, so we understand the unique challenges facing your business today.

  1. Depth of Knowledge: we have a perspective that allows us to target diverse audiences and understand industry specific trends. We have extensive experience of working with small startups to global corporations across Europe and the USA, allowing us to represent a wide range of topics to scientific and general communities alike.
  2. Translating Complexity: Whether you need a white paper on a groundbreaking medical procedure or an eBook explaining the benefits of AI in healthcare, your message will land effectively because it will be written uniquely for your targeted audience. Distilling complex concepts into accessible, engaging content that retains its technical accuracy is at the heart of everything we do here at Aitkens.
  3. Strategic Insights: From identifying the right platforms for your brand, to optimising content for SEO, to directing a thought-leadership strategy, we ensure your marketing efforts drive tangible results. Beyond writing, our specific industry experience enables us to provide strategic guidance tailored to your business goals.

Take the example of a recent client in the technology sector who needed a PR and marketing campaign to explain their new cloud-based solution to a global audience. The challenge? Translating highly technical content into something both decision-makers and end-users could understand and value.

By working closely with their team, we developed a marketing strategy that:

  • Highlighted the product’s key benefits with technical precision and clarity.
  • Aligned the messaging with the needs of their target audience.
  • Resulted in increased engagement and new leads from the campaign.

Partnering for Success

When you work with a specialist agency like ours, you’re not just hiring a copywriter – you’re gaining a partner who understands the stakes and has the tools and skills to help you succeed. Aitkens ensures your voice and objectives are captured and represented to the wider community with precision and understanding at the heart of every project.

Ready to Elevate Your Marketing?

If you’re tired of generic content that fails to connect, get in touch to find out how to turn complex ideas into high-performing marketing campaigns that drive real results.

Schedule your free consultation today and discover how expertise can transform your marketing efforts.