How to be heard over the end-of-year noise in B2B biotech: 8 experts weigh in

How to be heard over the end-of-year noise in B2B biotech: 8 experts weigh in

With the end of the year quickly approaching, it can be challenging for marketing and communications professionals to cut through the noise of the holidays and election season. We asked some of KNB’s biotech communications experts to create a list of effective strategies and tactics to ensure your brand will still be heard amidst the end-of-year distractions.

Beth Cooper, VP of Marketing + Sales

"To finish Q4 strong, double down on social and organic efforts—focus on owned and earned media that keeps momentum going. In a noisy season dominated by elections and holidays, skip the heavy paid push and target PR in biotech trade media where your message will still cut through."

— Beth Cooper, VP of Marketing + Sales

Laura Hill, Marketing Manager

"Go straight to the inbox in Q4—email marketing is your direct line to decision-makers. Use subject lines that hit home with the urgency they’re feeling: year-end pressures, budget allocation, and the need for quick wins. It's all about delivering value when it matters most."

 — Laura Hill, Marketing Manager

Jeff Rusack, Media Relations Manager

“You can’t control what you can’t control. A really solid story will always find a way to be told, no matter what else is being discussed in the news.”

— Jeff Rusack, Media Relations Manager

Corrie Fisher, Public Relations Manager

“Monitor the daily news cycle closely, particularly if you're planning to pitch reporters or outlets that may prioritize major breaking news. When issuing press releases, plan ahead and remain flexible, ready to adjust your distribution timing as needed to avoid competing with larger headlines.”

 — Corrie Fisher, Public Relations Manager 

Amy Roberts, VP of Communications + Client Services

“Tap into the newscycle with bold predictions and statements. The outcome of the presidential election is likely to have a huge impact on nearly every industry, especially healthcare. Provide your expertise on policy proposals, explain the potential benefits (or consequences) to your audience, and tap into your crystal ball by forecasting what we can expect 2025 to look like based upon a candidate’s plan.”

 — Amy Roberts, VP of Communications + Client Services 

Emily Boland, Account Director

“Slow paid efforts, think omnichannel, and focus on personalized, relevant messaging—thinking of increasing your paid ads spend? Q4 may not be the time! The busy holiday season, coupled with an election year, means prospects have more distractions than normal, making conversion friction a formidable challenge. Focus on targeted, relevant messaging across other channels, including email, organic social, and owned and earned media. Develop a well-thought-out but flexible content calendar across these channels so you can nimbly respond to trending and timely topics throughout the quarter.”

 — Emily Boland, Account Director

Bridget Saroff, Account Director

“When you can’t beat them — join them. While the holiday season is generally seen as a time of retail-dominated communications, there are still seasonally relevant topics that beg for expert insights. For example, we often position our healthcare subject matter experts as thought leaders in staying well during the busy holiday season.”

— Bridget Saroff, Account Director