Content Writing for Life Science Companies: Predictions for 2025
The pace of change in content marketing is faster than ever—especially in the life sciences industry.
From biotechnology and pharmaceuticals to genomics, you need to stay ahead of the curve with the latest trends in content writing in 2025.
The challenge? Figuring out which trends will stick around and which are as fleeting as the Tamagotchi fad from the early 2000s (yes, we went there and admit we had one).
We’re here to help you cut through the noise.
In this article, we share our predictions for content writing trends that will shape the life sciences industry in 2025 - along with actionable insights to elevate your content strategy.
Spoiler alert: These seven trends are set to be as hot as a viral Chappell Roan TikTok dance (though less catchy and with more staying power).
1. Not Just Personalization: Hyper-Personalization (with AI!)
We’re all familiar with basic personalization—the kind where your favorite email newsletter greets you by name or you get product recommendations based on your last purchase (productivity apps galore!).
But hyper-personalization takes things to a whole new level. Think of it as upgrading from a flip phone circa 2005 to the latest AI-powered smartphone - one with a camera so sharp it can capture the goosebumps we get just thinking about these content trends.
Hyper-personalization uses advanced technologies like AI and data analytics to create highly specific, individualized content and messaging. According to CMSWire and Evergage, 86% of companies report seeing a measurable uptick in business results from hyper-personalization.
For life sciences companies, this means going beyond broad audience segments to tailor experiences for specific persons or small groups.
For instance, a clinical researcher might receive detailed, data-driven insights about a new diagnostic tool they are interested in, while a healthcare provider receives patient-focused educational materials on current best practices in rare disease treatment.
It’s about meeting each audience member where they are, with content that feels like it was made just for them. And who doesn’t love bespoke content? (Or, for that matter, the word “bespoke!”)
2. Audiences See More with Video and Visual Content
Writing is so 2000-and-late.
We’re writers, and we’re kidding, of course.
Writing is not outdated—Shakespeare would be rolling in his grave at even the suggestion. But there’s no denying that video and visual content are becoming increasingly essential for engaging today’s audiences.
Currently, a third of all online activity is spent consuming video content. We predict this will become even more prevalent in 2025 in the life sciences, where breaking down complex concepts is a constant challenge.
Video content excels at simplifying technical information while adding an authentic human touch. It allows companies to convey emotion, capture attention, and make complex ideas more accessible in formats such as
explainer video
animated infographic
patient testimonial
LinkedIn Live interview
viral TikTok clip
A short video demonstrating the mechanism of action for a new drug can be far more engaging and memorable for some key stakeholders than a lengthy white paper. For example, our client IQVIA Institute uses animated infographics to explain complex Radioligand Therapy in this video. Platforms like LinkedIn, YouTube, and TikTok all provide ideal spaces for distributing video content.
Video also creates opportunities for storytelling—a vital element of content marketing. A well-told story can transform a technical topic into something emotionally compelling, helping your audience see the tangible benefits of scientific innovations.
As attention spans continue to shrink, audiences are more likely to engage with quick, visually appealing content than with dense blocks of text. By investing in video and other visual formats in 2025, life sciences companies can ensure their marketing will be quicker to grab and hold their audience's attention.
3. Making a Case for Case Studies
In a field as specialized and high-stakes as life sciences, trust is everything. And one of the best ways to build trust is by showing—not just telling—your audience what you can do.
This is where a case study comes in. Think of them as a beefed-up version of the old-fashioned and valuable reference call that can be reused time and again. According to Content Marketing Institute and Responsify, 73% of the most successful content marketers use case studies.
A case study is a piece of long-form marketing content that shares a real-life customer success story with specific elements and data to demonstrate expertise. In this narrative, the client is painted as the story's hero, while your company serves as the trusted guide who helps them achieve the impossible.
For life sciences companies—whether service or product-based—the purpose is to turn leads into customers. With the combination of compelling storytelling, data, and visuals, case studies can also be a great example of thought leadership content.
Case studies are also incredibly versatile. To ensure you get maximum value from each piece, case studies can be repurposed into:
blog posts
social media content
sales collateral
or even webinar topics
. We cover more about how to write impactful case studies for life science companies here.
4. Going “All In” with Omnichannel Content Writing
Today’s audiences expect a seamless, connected experience across platforms—both online and offline. A patient might first discover your product on LinkedIn, visit your website to read a related blog post, and then visit a clinic for an in-person consultation.
Omnichannel content writing ensures that every touchpoint along the customer journey feels cohesive and consistent. In fact, Wisernotify found that customers purchase at a rate 250% higher on omnichannel than on single-channel platforms.
Omnichannel content writing goes beyond simply being present on multiple platforms. It’s about integrating those platforms into a unified strategy.
The content writer’s role is to deliver that unified and seamless experience across all audience-facing communications and messaging, including:
your website
social media platforms
email newsletter or marketing
advertising copy
visual and video content
audio
collateral at business locations or events.
In 2025, we predict omnichannel content strategies will be even more essential for life sciences organizations to connect with diverse audiences across platforms.
Building this seamless communications experience will go a long way to establishing authenticity and building trust with key audiences.
5. Long-Form Thought Leadership Continues Its Long Reign
In an era of shrinking attention spans, investing in long-form thought leadership content might seem counterintuitive.
However, for life sciences companies, white papers, eBooks, and in-depth guides remain among the most effective ways to establish thought leadership and provide value to your audience.
By providing comprehensive answers to their questions with long-form thought leadership content, you position your company as a trusted authority on the subject.
6. SEO: The Search for Search Engine Success
The “death of SEO” has been announced prematurely, and with all due respect to OpenAI’s ChatGPT, Google isn’t going away anytime soon. For this reason, search engine optimization remains a foundational strategy for life sciences companies seeking to build their online presence, connect with their target audience, and drive meaningful engagement.
In today’s digital-first world, SEO ensures that your content is discoverable by the right people at the right time—primarily on Google (and, we guess, Bing). For life sciences businesses, this means being visible to healthcare professionals, researchers, executives, patients, and other stakeholders who rely on search engines to find credible information, innovative solutions, and trusted partners.
Since Google is the first stop for most users researching products, services, or scientific advancements, ranking highly for relevant keywords like “new diabetes treatments” or “biotech research trends 2025” is critical.
SEO involves optimizing your website’s technical performance, building high-quality backlinks, and creating valuable content that answers your audience’s questions. Done well, SEO drives organic traffic, boosts credibility, and delivers long-term results. We discuss specific tactics to help boost your SEO performance here.
7. It’s the Data: Leveraging Data-Driven Content Strategies
The life sciences industry knows very well that making decisions without data is a surefire way to fail. The same goes for marketing. Analytics tools provide the insights you need to understand your audience, measure content performance, and refine your strategy over time.
Our final content marketing prediction for 2025 is that leveraging data analytics to measure the performance of your content will be more critical than ever. Life sciences content writers must track metrics such as engagement rates, lead and sales conversion rates, and time-on-page (dwell time) to refine their strategies.
But, that is really only scratching the surface–those analytics should already be on your radar. Tools like heatmaps can provide insights into what’s resonating with your audience, while AI data analysis opens a whole new world of possibilities for enhancing your content strategy with data-driven insights.
How Lauren Perna Communications Can Help with Your Content Writing Strategy in 2025
The life sciences industry and content marketing are constantly evolving. As we look ahead to the coming months, staying at the forefront of these trends is crucial for creating impactful content.
At Lauren Perna Communications, our deep experience in the life sciences industry enables us to understand this sector's unique challenges and opportunities. We’re here to help you navigate the latest content writing trends with a strategy tailored to your audience’s needs and your business objectives.
Need help staying ahead of the curve? Contact Lauren Perna Communications to see how we can elevate content writing for your life sciences business in 2025 and beyond.
