Mass Biotech Council Panel: Branding on the Web

On October 11th, I had the opportunity to speak at the Mass Biotech Council’s panel, where we focused on a key topic for biotech today: using your website as an effective branding tool. Alongside me were Steven Ertel from Acceleron Pharma and Dane Vannatter from the Harvard Clinical Research Institute, both of whom shared insights on making biotech brands stand out online. This wasn’t a typical marketing discussion—it was a chance to dive into what works in the real world.

One of the biggest takeaways was the importance of clarity and trust. Steven spoke about the redesign journey that Acceleron went through with Embarc, focusing on creating a website that could communicate their science and mission without overwhelming the audience. This is crucial in biotech, where complex information needs to be accessible and engaging. When a website resonates with users, it builds trust, which is essential for any brand, but especially so in the biotech field, where credibility matters.

Another valuable insight was the role of user feedback. Dane shared how essential it was for his team to gather input from users and internal stakeholders as they began the redesign process with iMarc. This feedback shaped the branding decisions in ways that aligned closely with users’ needs, ensuring that the final product wasn’t just visually appealing but truly useful. For biotech brands, involving different perspectives can highlight what potential users value, which helps in creating a more authentic brand presence.

The collaborative atmosphere at the panel was one of the highlights. We weren’t just discussing what worked but also learning from each other’s challenges and growth areas. This kind of knowledge exchange is invaluable in biotech, where branding can directly influence public perception and trust.

"Building an impactful biotech brand online is about more than just a sleek design; it’s about creating connections!"

If you’re looking to strengthen your brand’s online presence, reach out—I’d be happy to share more about what I’ve learned.