Benchling is transforming biotech research and development with cloud technology and modernizing its messaging to persuade healthcare leaders into action.
Currently valued at 6.1 billion dollars and recently featured on Deloitte’s 2021 Technology Fast 500 list, Benchling was founded by Sajith Wickramasekara and Ashu Singhal in 2012 to help speed up biotech research and development. The startup has since skyrocketed to success. With a platform that modernizes and streamlines research processes, scientific tools that once took 24 hours to provide results can now use Benchling’s platform to bring that data turnover time down to 10 seconds.
Benchling’s modern approach doesn’t stop at their technological developments, either. In order to persuade the healthcare industry to trust a cloud-based platform with life-saving data, Benchling lays out its mission and solutions with clear and user-friendly messaging. Let’s take a look at what marketers can learn from their strategy.
Benchling keeps it simple
As an innovator in biotech research and development, Benchling asks healthcare leaders to make a change—and power their breakthroughs from a biotech cloud. They make their case with succinct messaging that is as up-to-date as their product.
Once you click through to pages within the website, Benchling’s “modern software built for modern science” messaging quickly provides answers to every question a prospective customer might ask. With an updated approach to research, Benchling doesn’t want to mince words. “The Benchling R&D Cloud is built for scientific work. It maximizes productivity for Discovery and Development teams collaborating in an integrated, extensible platform.”
Benchling may be a multi-billion dollar biotech giant now, but only ten years ago it was a new company looking to make a splash in the life sciences field. In order for a startup to make a lasting impression in a specialized field, it has to develop a brand voice that’s both to-the-point and trustworthy. It only takes seconds on the Benchling website to understand what the cloud platform is and how it’s valuable to healthcare research. Where some websites might guide visitors to a Frequently Asked Questions page, Benchling proactively provides answers that experts might not know they need.
“Capture, standardize, and centralize R&D data.” Sounds simple enough: Benchling collects and synthesizes biotech research and development data in a trusted and open cloud platform, fostering collaboration, organizing insights, and accelerating discoveries. The messaging is streamlined to convey a platform that streamlines collaboration between leaders of science.
Benchling offers user-friendly solutions for biotech research and development
As you click through the Benchling website, you’ll find that the messaging strategy for the copy reflects the product. Leaders from the biopharmaceutical, industrial biotech, and agritech industries can easily navigate to the information that is specific to their needs. This is in part because Benchling backs up its messaging with modernized UX/UI design.
When you’re selling a platform for “large-scale, interconnected data,” it’s important to support that claim with an organized and cohesive web presence. A tech startup that doesn’t prioritize user experience in its marketing strategy isn’t going to be very persuasive as an information technology leader. Benchling’s interface guides its users to the information that they’re looking for. Are you making developments in cell therapy, gene therapy, or RNA therapeutics? Whatever field of study researchers are engaged with, Benchling’s website provides transparent solutions and a clear way to find those solutions.
Benchling isn’t just writing to biotech experts, either. In an effort to reach investment decision-makers who may not be scientists themselves, Benchling simplifies the approach to their messaging. “Benchling’s cell therapy R&D solution is trusted by hundreds of cell therapy innovators to accelerate their R&D.” You don’t have to be a cell therapy innovator to be empowered by the results of clearly communicated data.
This messaging strategy applies to any marketer looking to reach a wide audience of scientists and curious investors alike. The best strategists know how to toe the line between simplifying language and conveying expertise. Benchling excels at this with clear language and a website that maximizes usability.
A company blog shows continuous progress
Benchling’s blog showcases scientific research in a way that is as accessible as it is aesthetically engaging. The content facilitates discourse in the life sciences community and connects visitors to new ideas. In one recent blog post, Benchling showcased the progress of one of their platform users, Kolibri. “Kolibri is harnessing acoustics and securing their data to enable large production of modern therapies and clean meat.”
This story illustrates how Benchling’s customers are pushing the boundaries of science with adaptive technology. With messaging like this, Benchling informs and inspires, encouraging industry leaders to innovate their own research.
In addition to showcasing the success of its clients, Benchling’s blog covers a wide range of topics that demonstrate its team’s commitment to diversity, innovative research, and community. One way that they show their passion for innovation, is by exploring insights into biotech developments outside of Benchling. “The Future of Biotech is Data Liquidity: Notes from Bio-IT World 2022.” This headline shows that Benchling is looking outside of their organization for learning opportunities, and they’re taking notes.
Stanford’s world-class research got a website to match
One of the most famous universities on earth, Stanford University was gearing up to start groundbreaking work on campus. But without a robust environmental health and safety website, progress was slow. Unfortunately, its existing copy was clunky, confusing, and hard to navigate. Not for long. After tapping MarketSmiths, we worked closely with both the university and a hired communications agency to put it right, revising hundreds of pages, from Working Safely with Rabbits to the Laser Safety Manual. After relaunching the website, Stanford was ready to start its expansion—and had a website to match its prestige.
Modern messaging inspires innovation
Benchling is making the case for interconnected applications in the biotech field, and they’re doing so by demonstrating their authority as a modern innovator. Benching harnesses the power of cloud technology to accelerate biotech research and development, and in order for that mission to work, they need collaboration from all sectors of the healthcare industry. With clear copy, engaging stories, and a website that appeals to users, Benchling employs its messaging strategy to show how accessible a cloud-based platform can be.
Looking for modernized copy that inspires innovation? Our team is ready to adapt to the voice of your audience. Contact us today.
