The Video Funnel: Aligning Content with the Scientific Buyer’s Journey
Whether you’re marketing a new biotech platform or a piece of lab automation, your audience is likely a team of scientists, procurement specialists, and technical stakeholders, each with their own criteria and timeline.
So how do you earn their trust and guide them toward a decision? You align your video strategy to their buyer’s journey.
The trick is to stop treating your video content like one-size-fits-all and start tailoring your stories to each stage of the funnel. That means producing different types of videos with different goals.
Top of Funnel: Awareness and Affinity
At this stage, your goal isn’t to sell, it’s to spark interest. Your audience is just becoming aware of a problem or exploring emerging technologies. So instead of diving into product specs, meet them where they are: curious, cautious, and information-hungry.
Video types that work here:
Brand story videos: Humanize your company. Why do you exist? Who do you serve?
Mission-driven explainers: Unpack the “why” behind your work. What problems are you solving in science or healthcare?
Thought leadership interviews: Feature respected experts to build authority and trust.
Short social clips: Tease ideas, not features. Think snackable insights, not sales pitches.
Middle of Funnel: Consideration and Education
Now your buyer is evaluating solutions. They know the problem. They’re exploring options. This is your chance to show value, build credibility, and answer real questions.
Video types that work here:
Product overview videos: Highlight key features, use cases, and how your solution actually works.
Customer testimonials : Peer validation is gold in science. Let satisfied users (especially credible institutions) do the talking.
Scientific animations: Visualize complex mechanisms or workflows. If it’s hard to explain with words, show it in motion.
Demo walkthroughs: Detailed, informative, and technical. Bonus points if narrated by a scientist.
Bottom of Funnel: Decision and Validation
Here, your buyer is close, but not sold. Maybe they’re comparing vendors. Maybe they need buy-in from a procurement team or CSO. Your job is to de-risk the decision and make your offer feel like a smart, credible investment.
Video types that work here:
Case studies: Real-world success stories with data. Show outcomes, not just features.
Onboarding or support overviews: Demonstrate that you're not just selling a product, but a partnership.
ROI explainer videos: If your solution saves time, money, or labor, show the math. Make the impact tangible.
Life science marketers often fall into the trap of making one big hero video—and expecting it to do all the heavy lifting. But modern B2B buyers need a series of tailored touchpoints, not a single monologue.
Video isn’t just a splashy launch tool. It’s a long-term storytelling engine. Especially in life science, where decisions are high-stakes and deeply researched, strategic video content can be the difference between getting shortlisted—or forgotten.
So next time you're planning a video, don’t just ask, “What should it say?”
Ask, “Where will this meet my buyer in their journey?”
And then—create accordingly.
Posted: 05/02/2025