A marketing asset spec sheet from designers

If you’ve ever handed a designer a document with 600 words and said “make it a 1-pager,” you’ve experienced the most common friction point in biotech marketing production. It’s not the designer’s fault. It’s not your fault either. Nobody told the writer how many words fit on a 1-pager before they started writing. That gap, between the people writing the copy and the people designing the asset, is where timelines slip, revisions multiply, and “quick turnaround” turns into three rounds of feedback and a missed deadline. We built a fix for it.

What’s in the spec sheet

The BioBrand Marketing Asset Spec Sheet is a free reference document that covers 30 marketing assets across four categories: print collateral, digital and social, event and signage, and communications and publications. For every asset, it answers three questions your writers and designers should align on before production starts:

• What are the exact dimensions and file format requirements?
• How many words can actually fit? (with a target and a hard ceiling)
• What are the design rules that apply at this size, format, and viewing distance?

We included everything from the assets biotech teams use constantly: 1-pagers, capabilities decks, LinkedIn posts, scientific posters, to the ones that tend to get briefed without specs and cause the most production pain, like booth backdrops, yard signs, and kiosk loops.

Why word count limits matter more in biotech

Most industries have a word count problem. Biotech has a worse one. Your audience is technically literate (scientists, investors, procurement leads) but they are also time-constrained and deeply skeptical of marketing language. They will read more than a consumer audience will. But they will also stop reading the moment they sense the copy is padding. The result is that biotech marketing assets exist in a strange tension: they need to be precise enough to be credible, and brief enough to be read. A few limits worth internalizing:

• A 1-pager at standard margins fits roughly 280 words comfortably. You can push to 400 if every word earns its place.
• A capabilities deck slide should carry no more than 35 words. If your slide has 80, you don’t have a design problem, you have a content problem.
• A booth backdrop should have 20 words or fewer. It’s read at 15 feet by people walking past. Treat it like a billboard, not a brochure.
• A scientific poster (24×36) can hold 800–1,000 words, but the design has to work hard to make it scannable.

These aren’t arbitrary. They’re derived from viewing distance, available real estate at 300 DPI, and what a reader will actually absorb in the time they spend with each format.

The gaps most biotech teams don’t know they have

One section of the spec sheet is specifically flagged as assets that commonly show up as missing from biotech marketing libraries. A few that surprised the teams we’ve worked with: Zoom virtual background. Sounds trivial. But when your team is on 20 investor calls a month, a branded backdrop is a consistent touchpoint that costs almost nothing to produce. The spec: 1920×1080, keep the center 40% clear for faces, no text in the bottom third. Email signature banner. Most teams have a signature. Very few have a campaign-refresh cycle for the banner in that signature. This is a zero-cost, always-on impression that most companies are leaving on the table. Pull-up retractable banner. Every booth has a backdrop. Not every team remembers that the pull-up banner flanking it needs its own brief: different aspect ratio, different viewing distance, different hierarchy rules. Table tent. The 3.5×8.5 folded card sitting on a conference table at your next demo day. Under-used, under-briefed, consistently effective.

How to use the resource

Download the spec sheet and share it with whoever writes your marketing copy before they start a new asset. The conversation it starts — “wait, how many words do we actually have here?” — is the one that saves the most production time. If you’re a designer receiving briefs, use it to push back on over-written copy before it becomes your revision problem. If you’re a founder or marketing lead, use it to set expectations with your team and any external vendors you work with.

Download the BioBrand Marketing Asset Spec Sheet →

Wizardly is a branding and web design agency specializing in biotech, medtech, and life sciences companies. We built BioBrand as a free resource hub for biotech marketers. If you’re thinking about your brand or website, let’s talk.