Digital Elevator

Digital Elevator helps emerging biotech companies with full-circle marketing campaigns at price points that allow them to focus on their science.

Who We Work with

Digital Elevator works with emerging biotech companies that are interested in long-term relationships and building sustainable brands. Most of our clients are coming out of stealth mode and require scalable marketing services without the big ad agency price tag. While we focus on emerging biotech brands, we also work with brands new to marketing who may be farther along in their R&D phase.

We work with founders, CEOs, marketing directors or teams, and other marketing companies.

President & Founder

43Twenty

Vice President Marketing

Biotech companies have been getting ripped off by big ad agencies for far too long. Me and the team at Digital Elevator are changing that.

The thing is, we offer the same services as the big "Madison Ave" agencies, but without the exorbitant fees, lack of personalization, slow response times, limited access to creative teams, lack of transparency, slow bureaucratic processes... 

I've witnessed firsthand how big ad agencies often take advantage of companies in our industry with sky-high prices and subpar results. That's why I founded Digital Elevator - to provide world-class digital marketing services specifically catered to emerging biotech companies without the crazy price tag.

While we've worked with McKesson and some of the biggest names in the space, we enjoy working with emerging biotechs that are focused on their science and have a positive impact on the world.

HOW WE CAN HELP:
- Website Design
- SEO 
- Content Marketing
- Paid Media

So if you're tired of being ripped off by big ad agencies, it's time to join the digital marketing revolution with Digital Elevator. Let us help take your biotech company to the next level with customized, effective, and cost-effective digital marketing strategies.

What content are chemists interested in?

According to a survey from C&EN BrandLab, the top 5 topics of interest as related to work are:

1. Latest scientific discoveries
2. Analyses of technologies
3. Sustainability or green chemistry
4. Advances in scientific equipment
5. Regulatory compliance and safety

While the survey targeted chemists, this data is somewhat representative of biotech content preferences as a whole.

When considering the types of B2B content to cover and share, objectively intertwining your biotech's products or services into these top 5 categories would be an effective strategy that speaks to what people are interested in.

Kudos to Jesse Harris, MASc, MSc and the C&EN team for putting this out.

Daniel Lofaso

CEO @ Digital Elevator- Marketing for biotech companies

Our agency turns away marketing prospects with old/bad web design.

It may sound crude, but it makes sense 🙉 

Recent data from our clients whose websites we've either rebuilt or made UX/UI enhancements to show as much as 50% increases in conversion rates and 19% lifts in eCommerce.

This is without:
- spending more money on ads
- doing more SEO
- investing in any other marketing channels

If we strongly believe a website won't convert leads the buck stops there. 

There is no point in pouring time, money, and resources into SEO or ad campaigns when the website will inadequately convert visitors into opportunities or sales. 

If you are investing in marketing and aren't getting conversions it's likely it's a website problem. Start there.

#biotechmarketing #biotechwebdesign

Revenue is more important than SEO.

In digital marketing, it’s easy to get distracted by vanity metrics—things like page views, social shares, or keyword rankings. 

But these don’t always translate to what really counts: business impact.

Take HubSpot, for instance. Recently, SEOs have taken to LinkedIn to criticize HubSpot’s SEO strategy, pointing to a significant drop in their blog traffic.

Yes, HubSpot’s blog traffic has been trending down for a full year. 

A closer look shows much of that lost traffic came from pages less relevant to their core offerings—like “The 100+ Most Famous Quotes of All Time.” 

Meanwhile, most sites are grappling with traffic fluctuations due to shifting search algorithms. 

Now, consider their financials. HubSpot's stock has been trending upwards (see screenshot), and their Q4 Earnings report mentions the following for full year 2024:

- Total revenue was $2.63 billion, up 21% 
- Subscription revenue was $2.57 billion, up 21%
- Professional services and other revenue was $58.0 million, up 24%

Revenue is up 21% despite the traffic dip. This suggests their SEO strategy is doing its job—driving business results, not just chasing vanity metrics.

The lesson? SEO is a tool, not the goal. Its purpose is to fuel revenue, not just traffic. HubSpot’s success shows that focusing on business impact over surface-level metrics pays off.

Next time you assess your marketing strategy, ask: Is this driving revenue? If not, it might be time to pivot.

Repurposing content is the most effective and economical way to do multi-channel marketing.

But most brands focus more on net new content than promotion.

Here's a formula to consider:

- create a big content piece (let's say a white paper)

- repurpose that white paper into 4-5 blogs with SEO-driven topics, with a CTA to download the white paper (get emails in exchange)

- repurpose the white paper into 10 social posts, again with a CTA to download the white paper (get emails in exchange)

- add as a resource on website as evergreen content

- promote via LinkedIn Ads to target personas/accounts, with a CTA to download the white paper (get emails in exchange)

- repurpose as a script for a webinar, again promoting on IN and through social channels

- repurpose video snippets of webinar across YouTube, LinkedIn, and X

- integrate data into CRM so sales managers can follow new leads and nurture them

Now you've effectively created one piece of content and repurposed it into many without having to create net new content over and over again.

This is how the pros do content marketing at Digital Elevator

#biotechmarketing #contentmarketing

The reality of fast-track biotech websites 🚀

Want a new website in 4-8 weeks? Here’s what you need to know...

Lately, we've seen a surge in requests for website turnarounds in just 1-2 months. While possible, it's rarely ideal. 

A well-executed website isn’t just about putting up a few pages—it requires:

✅ Strategic copywriting (crafted, reviewed, and refined)
✅ Thoughtful design (not just templated layouts)
✅ Meticulous development & testing (so it works across all devices and is optimized for conversions)
✅ Multiple approval rounds (which, let’s be honest, always take longer than expected)

🔹 Fast & Cheap = Lower Quality
🔹 Fast & High Quality = Higher Cost
🔹 Affordable & High Quality = Requires Time

For some reason, those who want fast and cheap also seem to think they can get high quality. 

If speed is the priority, trade-offs are inevitable. But if results matter, investing in the right process will always pay off.

If you still need it done quick, your best option is to buy a Webflow template and just do it yourself.

#biotechmarketing

🧓  Old way of doing LinkedIn Ads:

Create white paper>use lead gen forms>sales complains about lead quality

👶  New way of doing LinkedIn Ads:

1. Start with basic top of funnel awareness ads that are sent to website to get a retargeting pixel on them.

- this is who we are and this is what we offer
or
- this is the end result that we offer

2. Retarget with next layer of interest

Ads targeting "why can you trust me" type content like case studies
or
"Here's what we do/pain points we solve/cost of not taking action" ads that again direct clicks to your website

3. Bottom of funnel based on engagement
If, and only if, a prospect displays high intent behavior are they shown a "book a call/schedule demo" ad.

Example behavior- prospect visited your pricing page, checkout page, or contact page but didn't convert

--

These days we recommend less white paper to sales-type processes and more "get to know me" type content layered with behavioral signals once they reach your website.

Sales professionals tend to hate the old leads. This new approach means prospects are familiar with your brand and have already done their research before they speak to sales, making the process smoother and often more likely to convert.

What works for you?

#linkedinads #biotechmarketing

The problem with budget-less marketing RFPs 🎯

If you’re issuing an RFP, but not including a budget… you may be setting yourself (and agencies) up for a frustrating experience.

Here’s why:
💰 Marketing budgets can vary drastically—a full-funnel campaign with content, SEO, and paid ads will be vastly different in cost than a more conservative approach.

⏳ Without a budget, agencies are guessing—which means proposals are all over the place and may not align with what your company actually needs.

🔄 It wastes everyone’s time—especially yours. If an agency proposes a solution far outside your range, you’re back to square one.

A simple fix? 

Include a budget range in your RFP. It streamlines the process, gets you the most relevant proposals, and ensures that agencies pitch solutions that actually align with your financial expectations.

Is top of the funnel content worth producing anymore?

With AI Overviews it often means Google answers queries and sends 0 traffic.

Or does it?

In this example of an informational search of "what are PDX cells" we can see that AI Overviews are in fact the first result (top screenshot).

However, a look at the traffic of the second result (bottom screenshot) indicates that the page, a top funnel article, actually drives an estimated 1,301 organic visits per month.

What's more, if you were to pay for this traffic via ads, it would be over $3,500 a month.

Top of the funnel content is often used as brand awareness content and covers high search volume content. 

Top of the funnel content rarely, if ever, converts traffic to leads (initially).

With AI Overviews, the amount of traffic and inherent benefit of top of funnel content has been reduced significantly.

However, as seen in this example of the second result, there is still traffic benefit. 

An additional, and often overlooked aspect of the notion of avoiding top funnel content is topical authority.

While you may not drive a lot of traffic to a site with this type of content, or convert leads/sales from it, the mere presence of it may aid in the ranking of related topics.

Content, in that aspect, is the sum of its parts as considered by Google when they understand how to rank sites (i.e. the more a site covers a topic the more likely it is to drive traffic for related searches).

The takeaway is that the traffic benefit of top of funnel traffic will continue to decline, but the topical authority that it drives means that it should still be considered in your content strategy.

#biotechmarketing #contentmarketing #SEO

Budget Isn’t Just a Number—It’s an ROI Calculation

Want to get the most out of a sales call with a marketing agency? Know your budget—but more importantly, know what a favorable ROI looks like.

A lot of people say, “I’ll spend 10x what I do now if I can get the ROI.” 

Sounds great in theory, but in reality? Everybody has a budget.

ROI math is pretty simple:
 ✅ If a $10K/month marketing investment brings in $50K in revenue, that’s a 5X return.
 ✅ If you need a 3X ROI to justify marketing spend, that gives you a clear investment range.
 ✅ If you can’t define what a successful outcome looks like, you’re flying blind.

Before getting on a call, ask yourself:
 ➡️ What’s my target ROI?
 ➡️ What am I comfortable investing to achieve that?
 ➡️ How will I measure success beyond vanity metrics?

Agencies can help refine strategy, but they can’t define your risk tolerance or financial goals for you. 

If you haven’t thought through ROI, you’re not ready for the conversation.

Taplio

Daniel Lofaso's Linkedin Analytics

What is Daniel talking about?

's Best Posts (last 30 days)

Want to drive more opportunities from LinkedIn?

Taplio

.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Daniel Lofaso's Linkedin Analytics

What is Daniel talking about?

's Best Posts .css-qqfgvy{font-size:var(--chakra-fontSizes-md);}(last 30 days)

Want to drive more opportunities from LinkedIn?

Daniel Lofaso's Linkedin Analytics

's Best Posts (last 30 days)