Scrappy
Marketing
The guide for life science professionals with limited marketing experience and a shoestring budget.
Scrappy Marketing covers essential concepts such as core offering, narrative building, AI’s impact on marketing, the importance of in-person events in a digital era, and navigating LinkedIn’s evolving landscape.
Strategy 101
Establish your core offering
Determine your target audience
Effectively tell your story
Branding and Tone
Personally promote your company
Be in the room where it happens
Tech 101
Website and email
Social Media
AI for life science marketing
Analytics
SEO
Productivity tools
Contributors to Scrappy Marketing 2026
Maaria Ginai
Mowbi
Chris Caudle
Make Business Social
Nicola Ambler
Olmec Connections
Ry Leahy
Science Communication Foundry
Patrick Wareing
Life Science Digital Marketing Consultant
FAQs
What is Scrappy Marketing?
Scrappy Marketing is a free marketing guide from Mowbi, designed to guide non-marketers through the basic concepts of marketing and communications such as; strategy, branding, tone of voice, social media, SEO, and AI. At the end of the guide there is a checklist to help readers practically implement what they’ve learned.
Who is Scrappy Marketing for?
Scrappy Marketing was created to help founders, start-ups, and spin outs establish a digital presence and being their marketing activities with minimal budget.
However, solo marketers and marketing teams within large pharma, biotech, healthcare organisations, or Higher Education Institutions (HEIs) will also find value in the guide. Features such as interactive exercises and the checklist are designed to help simplify challenges, enhance understanding, and keep readers on track.
What does Scrappy Marketing Cover?
Scrappy Marketing is divided into 2 main sections:
- Strategy: Establishing your core offering, determining target audience, telling your story, branding and tone, personal promotion, and events
- Tech: Website, email, social media (including a specific chapter on LinkedIn), SEO, predictive and generative AI, drawbacks of AI, analytics, and productivity tools
What makes Scrappy Marketing different from other marketing resources?
With experience in life science and marketing, we’ve built Scrappy Marketing to address the unique challenges of biotech, pharma, medtech, femtech, and healthcare. As start-ups and spin outs often have limited time and even more limited budget, we’ve made sure Scrappy Marketing offers quick actions on a small budget, that provide big impact.
Is Scrappy Marketing free?
Yes, the Scrappy Marketing guide is available as a free pdf download
Who are Mowbi?
Mowbi is a marketing and communications agency specifically for the life science sector. We blend scientific expertise, creativity, and marketing to communicate complex scientific concepts in engaging and impactful ways. We work with companies of all sizes across the industry, providing strategic communications, branding, content creation, digital marketing, and consultancy services.