Explore eight marketing automation platforms tailored for biotech teams in 2025. Learn how these tools support compliant campaigns, streamline scientific workflows, and enhance HCP engagement with real-world examples and expert perspective.
Introduction
In biotech, marketing isn’t just about outreach—it’s about conveying complex science with credibility. You need tools that go beyond email blasts and workflows. Automation platforms—when thoughtfully chosen—enable precision targeting, compliance oversight, and smart analytics. This article highlights eight platforms that bring real strategic value to biotech marketing teams in 2025.
1. On24 (Webinar & Virtual Streaming Platform)
Why it stands out:
On24 goes beyond simple webinars. It supports virtual conferences, poster discussions, and live Q&A—all within a secure, compliance-ready interface.
Biotech use case:
A mid-sized oncology startup used On24 to host a live study review session for KOLs. The platform captured attendance, polling responses, and follow-up actions, leading to a uptick in HCP engagement.
Compliance benefit:
Every session includes embedded disclaimers and real-time Q&A moderation, helping meet FDA and international event standards.
2. Unbound (Multi-Channel, Campaign-Driven Automation)
What it does:
Unbound lets you orchestrate personalized journeys through email, SMS, chatbots, and print—tailored to biotech campaign flows.
Biotech use case:
A rare disease therapy launch used Unbound to send tailored educational kits via mail, paired with follow-up emails and microsite links. It recorded a conversion into MSL interaction requests.
Why you’ll like it:
Designed for sponsor-to-patient journeys, it manages consent, opt-ins, and regulatory compliance across channels.
3. DrChrono (Patient & Provider Integration Tool)
What it offers:
This platform integrates EMR data with field interactions—helping you understand doctor-patient dynamics straight from the source.
Biotech use case:
An autoimmune therapy brand used DrChrono data to map prescribing behaviors and adjust follow-up content based on patient outcomes seen in the clinic.
Compliance plus:
De-identified data integrates seamlessly—supporting RWE storytelling without exposing PHI.
4. Cvent (Scientific Event & Conference Management)
Platform strength:
Cvent lets you run live, hybrid, and virtual conferences—complete with abstract submission, attendee management, and real-time reporting.
Biotech example:
A gene therapy company held a hybrid symposium with abstract collection and poster sessions. Cvent tracked attendance per session, citation downloads, and seamless follow-up scheduling.
Compliant edge:
Built-in SOPs support event Veeva content integration and regulated material distribution.
5. Zephyr Health (KOL & Influence Mapping)
Core capability:
Zephyr maps hundreds of thousands of HCPs and institutions by influence profile, trial involvement, and publication activity.
Biotech deployment:
A cell therapy company used it to identify emerging pediatric immunology KOLs, shaping their outreach and advisory strategies.
Authority bonus:
You see not just current prescribing, but who’s shaping the field—and tailor campaigns accordingly.
6. Act-On (Marketing Automation for Niche Campaigns)
What it brings:
Act-On supports email, landing pages, form captures, and automated workflows—simple, powerful, and compliance-ready.
Real use case:
A partner program for rare disease diagnostics used Act-On workflows to onboard hospitals via automated training sequences, certificates, and follow-ups.
Why it matters:
Matches biotech’s need for structured yet flexible outreach without over-investing in enterprise systems.
7. OneTrust Preference & Consent Manager
Why it’s essential:
Consent rules are stricter than ever—OneTrust ensures you capture, store, and use HCP preferences legally.
Biotech relevance:
Use it to gate clinical newsletters, sample requests, and promotional materials—automating opt-ins and withdraw actions with audit logs.
Compliance highlight:
Full documentation supports GDPR, HIPAA, CCPA, and FDA audit needs.
8. Salesforce Pardot (B2B Prospect Nurturing)
Platform overview:
Pardot (now Marketing Cloud Account Engagement) builds personalized nurturing funnels backed by CRM data and analytics.
Biotech angle:
A biotech CDMO platform used Pardot to nurture new leads—tailoring content based on therapy interest and segment, ultimately boosting demo requests by 30%.
Key compliance feature:
Tied to Salesforce CRM, with MLR sign-off layers and field-entry controls.
Regulatory & Compliance Context
- Audit Trails: Ensure user actions, content versions, and campaign approvals are logged and stored for at least six years (FDA CFR21 Part 11).
- Fair Balance: All materials across channels must reflect both benefits and risks per the approved label.
- Consent Management: Explicit opt-in/out must be captured and respected for each medium.
- Privacy Protections: Ensure encryption and secure data handling, especially when linking to EMR or patient systems.
Implementation Roadmap
- Audit your current stack—identify where consent, content distribution, or event data fall short.
- Choose a pilot category—for example, a virtual event tool or consent manager.
- Design workflows with compliance in mind—embed opt-ins, audit flags and MLR steps.
- Train teams—ensure every staff member understands tools and escalation steps.
- Track success metrics—focus on engagement rates, compliance adherence, and ROI.
- Scale thoughtfully—expand tool use and integrations once processes are well-established.
Conclusion
When you marry biotech’s scientific precision with thoughtful marketing automation, the result can be powerful. These eight platforms help teams drive meaningful engagement, enforce compliance, and foster trust in every touchpoint. As your products evolve, let your tech stack reflect the credibility and rigor that define great biotech.
