June 27, 2025 - by Jennifer Ringler, MS

 

For early-stage pharmaceutical and biotech companies, marketing and PR often feel like a “nice-to-have,” until they become essential. Whether you're preparing to raise a Series A round, recruit top-tier talent, or establish credibility with potential partners, having a strong brand presence is no longer optional. The foundational elements — a compelling corporate narrative, a clean website, a polished pitch deck, and a LinkedIn presence — create the professional face your science deserves. But once these pieces are in place, many founders ask: How do we measure whether it's working?

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The truth is, marketing and PR in life sciences don’t always follow the same metrics as in consumer industries. Your target audience might be a handful of investors, BD executives at pharma companies, or KOLs in your field — not thousands of casual web surfers. Still, there are meaningful, measurable KPIs that signal momentum and progress. Here are five, including a couple you may not have considered.

 

1. Website Traffic with the Right Intent

An uptick in website visitors is one thing, but quality matters more than quantity. Are visitors spending time on your pipeline page? Downloading your fact sheet? Clicking through from reputable trade publications or investor-focused media? For early-stage companies, increased web traffic from the right sources (e.g., after a press release, speaking event, or trade media placement) is often a sign that you’re on the radar of the right people. Tools like Google Analytics and referral traffic reports can help you track who’s coming to your site, and why.

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2. LinkedIn Engagement from Industry Stakeholders

Many early-stage biotechs underestimate the power of LinkedIn. It’s not just for job seekers; it’s a key channel for reaching potential investors, collaborators, and media. If your company page is gaining followers and your content (such as leadership quotes, milestones, or thought leadership articles) is seeing more likes, comments, and shares — especially from people in the biotech and pharma space — that’s a strong indicator your visibility is growing. Over time, this kind of digital engagement builds credibility and awareness in a very targeted ecosystem.

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3. Conference Recognition and “Unprompted Awareness”

Here’s a more intangible, but surprisingly telling, KPI: when people recognize your company name before you introduce yourself. Maybe a VC says, “I saw your CEO quoted in Endpoints” or a BD contact at JPMorgan says, “I’ve been following your progress on LinkedIn.” That moment of recognition is the result of cumulative, consistent efforts across PR, digital marketing, and media outreach. It means your company has moved from anonymity to awareness — and in life sciences, that’s a big deal.

 

4. Media Mentions That Spark Conversations

Being quoted or featured in a trade publication like BioCentury, Fierce Biotech, or STAT isn’t just a vanity metric; it can lead to real opportunities. The KPI here isn’t just number of mentions, but the quality and impact of the coverage. Did a media placement lead to inbound interest from an investor or pharma partner? Did your leadership article prompt a conversation at a scientific conference? If yes, you’re not just earning attention — you’re shaping your company’s narrative in the market.

 

5. Repeat Engagement from Key Audiences

One of the most overlooked KPIs is whether your target audience keeps coming back. Are investors opening your newsletters and clicking on your updates? Are journalists responding to your pitches? Are collaborators following your progress over time? In pharma and biotech, where timelines are long and data takes time to mature, staying top of mind is key. Consistent, repeated engagement signals that your communications are building trust and familiarity — and that your story is sticking.

 

Turning KPIs into Credibility

Marketing and PR in life sciences isn’t about going viral; it’s about being credible, visible, and memorable to the right people, in the right place, at the right time. Foundational materials like your website, deck, and fact sheet are important, but long-term success comes from strategic, ongoing storytelling, media placement, and digital presence that speaks to your unique audience. If you're not sure how to bring these KPIs to life, the right marketing and PR partner — one who truly understands life sciences — can help you build a presence that gets noticed, builds credibility, and supports your growth goals.

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To learn more about what an effective PR and marketing strategy can do for your business, contact us today.