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I interview marketing leaders inside and outside the life sciences (and an occasional scientist) to share the best ideas for making your marketing more effective. cclifescience.substack.com
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The Life Science Marketing Society brings your insights, advice, and wisdom from marketing experts within the life sciences and beyond. Expect to discover hard-won lessons, wisdom gained from experience, and viewpoints on the latest developments in marketing, taken from webinars presented by our members. All marketers are welcome to join, and if you'd like to contribute a presentation to the society, please feel free to drop us a line to apply at lifesciencemarketingsociety.org
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Shifting our approach to feedback In my recent conversation with mindset coach, Margaret Jennings (MJ), our conversation started with the emotional rollercoaster created by feedback—especially when you're early in your career. Feedback, both positive and negative, is useful but can also result in a wild ride. MJ once described herself as a “flounde…
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With the life science tools industry facing a 7% drop in revenues, innovation and fresh approaches are needed to hold on to your slice of the pie. I spoke with Marina Hop, Managing Director, and Gary Brooks, Creative Director at Viveo Consulting, to explore creativity in life science marketing. Our discussion focused on how creativity can be a powe…
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The process of content review, approval, and distribution is often perceived as a "necessary evil" in life science marketing. If you're reading this, you probably know how challenging this process can be. In this episode, I had the pleasure of chatting with Annalise Ludtke, Senior Manager for Marketing Communications and Strategy at Vodori, and hos…
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Hooriya Hussain is a life science marketing leader and a fierce advocate on the National Board of Governors at the Human Rights Campaign. Before filming this video we had had only two conversations, one on zoom and one at BIO 2024 in San Diego. Both times, Hoori mentioned the idea of soul in the life sciences. I wasn’t entirely sure what she meant.…
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I spoke with Brian Thomson, HR consultant and leadership coach, about leadership, hiring, retention, and culture in early-stage life science companies. Brian’s practical insights offer a roadmap for building and sustaining a thriving company from the ground up. The Importance of Modeling the Right Behaviors From the beginning, Brian emphasized a ke…
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Issa Kildani is the founder and principal consultant at Ambrosia Ventures. Our conversation centered on his journey from metabolic and cardiovascular research into the consulting world. Even if you are not planning on becoming a consultant, one can learn a lot from his approach to acquiring skills and building relationships with customers. Transiti…
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In this episode, I spoke to Cassandra Rix, the owner and chief leadership coach at The Resonance Coach. Our conversation centered around understanding individual motivations and expectations within group efforts, especially in the context of company acquisitions. I think you will find the insights applicable to many situations at work and at home. …
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In my recent conversation with Larry Kaplow, we talked about brand strategy in the life sciences, why, when and how. Defining Brand Strategy We kicked off the discussion with Larry describing the danger of not having a strategy. In a world overloaded with information, a brand has to cut through the noise and make its value clear. Even if a company …
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David Ormesher, the CEO of CGLife, and I had a conversation about communicating science broadly to the public and within the scientific community. David went immediately to the power of storytelling in making science approachable. He highlighted the hero’s journey, the narrative arc used in literature and film, as a powerful tool to engage various …
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By now, I imagine most of you have interacted with ChatGPT in some way. You can use it to summarize a document, brainstorm a campaign or plan a vacation away from technology. The capabilities are mind-boggling and the BS (if you detect it) is amusing. All that aside, how can you use an internal vertical GPT to serve your customers? I spoke to Ian B…
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Susanna Harris is the Director of Community at Breakout Ventures. She is also the Founder of PhD Balance, a collaborative community empowering graduate students to build their personal and professional resilience and the 2023 recipient of the SAMPS Young Person of the Year Award. This episode is a little different. For the last couple of years, I h…
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Jeffrey Kiplinger is the co-founder and partner at Selling Science, a consulting firm dedicated to helping life science, contract research, and tools companies boost revenue by building and optimizing their scientific sales teams. He is also the author of the book "Expert to Entrepreneur." Jeff shared his personal journey from obtaining a PhD in or…
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Note: For this episode, I asked ChatGPT to write a summary based on the transcript of our conversation. I enjoy doing these interviews and consider myself a decent writer. However, it takes a lot of time each week to write a summary that I find minimally satisfying and acceptable. You deserve better and I can put my efforts to better use elsewhere …
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All of us in the life sciences are in the business of making the world healthier. The instruments and reagents we sell and the technologies and therapies that result save lives. A scientist (after a lot of research) will look at a disease or problem and say, “I think I can find a way to fix that.” Can we, as an industry, look at trade shows like a …
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Building trust and chemistry is the foundation of a successful B2B lead. In this episode, Dan Archer, from Europe’s leading corporate advisory and growth consultancy for agencies Cactus, shares some approaches you can take to make your marketing as personable as possible and highlights why doing so is vital to your success. Listen and discover why …
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I traveled to Disneyland Orange County for AACC ADLM back in July to connect with a few folks and walk the floors of the exhibit hall. I was on my way out when Derek Hamre from Launchworks CDMO stood up at his table and got my attention with the best elevator pitch I have ever heard. And that landed him a spot on my podcast. I’ll share what it was …
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Jamie Gier is the Chief Marketing Officer at Dexcare, responsible for establishing the company as a category leader in modernizing the way consumers discover, access, and choose their healthcare services – from digital search to booking an appointment. We enjoyed a wide-ranging discussion about marketing beginning with selling high-value products w…
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Julie Garlikov is Chief Commercial officer at Sherlock Biosciences where they are developing over-the-counter diagnostics to put answers in the hands of consumers and empower them to make better health decisions. Sherlock is developing two platforms - a disposable test and a reusable reader for home diagnostics. You can listen to the podcast for so…
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Cheri Walker and her colleagues started Rhinostics in the middle of the pandemic in response to the massive increase in testing volume required to keep faculty and students at Harvard safe from Covid. That’s a story in itself. The principals never met in person for the first nine months! We had all of our calls virtually. It was all done telephonic…
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Hiring people is difficult, expensive and risky. It’s a skill in itself for which most of us get very little practice. I talked to Ken Schmitt about how hiring has changed and a few things to think about when filling a role on your team. Fun fact: Ken got his first job at a staffing agency by answering an ad in a newspaper! Ken’s agency specializes…
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It will come as no surprise that I have talked to a number of people in marketing and sales recently. (That’s literally half of my job.) Sometimes, those conversations all seem to point in the same direction. This month is one of those times. The theme that has arisen spontaneously is how potential customers become customers. And the assumptions we…
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Unlocking AI Power for Life Sciences: A Simple Marketing Guide to Mastering AI
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Integrating AI into your current marketing workflow might seem overwhelming—AI might seem overwhelming! But ignoring it will leave you behind in the next five years as these tools flourish. Join Declan Dunn, Growth Developer and Practical Idealist, and discover how you can harness the power of AI to deliver astounding marketing results. Get step-by…
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If you are a founder of a biotech or life science startup, you don’t want to miss this episode. If you’re not, you may still find it fascinating. I talked to Sal Buscemi about family offices and what kinds of assets they invest in. Until recently, I didn’t know what a family office was. These are people or families with at least 100 million dollars…
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Maximizing Your Content Marketing Strategy: Expert Perspectives on the Future of Content Marketing
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Join our panel of content marketing experts and explore the latest trends and best practices in content marketing, including the growing importance of video content, the use of artificial intelligence and machine learning in content creation, the role of influencer marketing, and the impact of emerging technologies such as virtual reality and 5G. A…
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Steve Harvey and his business partner managed to raise enough money to rent some lab space in Cambridge (UK) to get started on an idea they had for synthesizing template-free DNA. The Start They invited an investor to meet them at the lab where they sat on the garden furniture Steve brought with him because they had nothing else. TL;DR They got mor…
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Before becoming the CEO of Diaago, a distributor of labware for life science, Jackson Hyde spent some time managing a staffing agency, placing day labor with companies filling short-term needs. That gave him an appreciation of flexibility and an understanding of the diverse needs of employers but also employees. As the founder of Diaago, Jackson’s …
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In 2007, Nick Oswald sat down at his kitchen table and started writing a blog he called "Bitesize Bio". In 2023 this "blog" is now a content platform loved by hundreds of thousands of bioscience researchers and supports lead generation and nurturing for many companies in the sector. How was this platform bootstrapped from scratch? How can it compet…
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If you don’t know SAMPS, you’ve been missing out. It’s the only association for Sales And Marketing Professionals serving the Sciences. I’ve been a member since 2014 and it has been a huge boost for me in terms of networking with and learning from like-minded professionals in our business. Live events are back and the European meeting takes place r…
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I’m a big fan of The Prof G Podcast. Scott Galloway is a thoughtful guy and I’ve learned a lot from him. One of his common phrases is “It’s hard to read the label from inside the bottle.” By that, he means, whether looking at ourselves or our business, it’s very helpful to get some outside advice. This definitely applies to companies pitching to in…
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David Enloe is an organizational culture architect. I found him on LinkedIn and had to find out what that was besides damn good personal branding. I’m always interested in company culture, its value, and how it’s established and sustained. He was hired as the CEO of Societal CDMO in the midst of the pandemic, coming on board without even an onsite …
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“Give a man a fish and he eats for a day. Sell him the hook, line and rod and get a higher valuation.” - Unknown ;-) KromaTiD™ is in the business of helping researchers working on cell and gene therapies make sure, for example, that their CRISPR edits are going to the right places and not causing unwanted structural variations. Those cells ultimate…
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Just as scientists are curious about the “how” of the world, Lee Jay Lowenstein was curious about the “why”. That led to his becoming an ordained Orthodox rabbi. He was also a high school teacher and principal before spending some time in a non-profit as a fundraiser. At that point, he must have had some sales skills, but wanted something more. Wit…
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Cole Yancey was unsatisfied being a bench scientist. So much so, he asked the freezer repair guy about how to get out of the lab. “Maybe I can do what you’re doing.” The freezer guy was not helpful. It reminds me of a scene from Top Gun. 1st Lesson in Networking Cole started chatting up sales reps who came by the lab. One took him under his wing an…
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David Nathan wrote a children’s book in the carpool line at his kids’ school. ChatGPT delivered the text and he used Midjourney to illustrate the main character. Generative AI applications like ChatGPT and Midjourney are dominating conversations in the marketing world recently. The last episode of cc: Life Science covered possible uses and concerns…
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Have you been considering creating a podcast for your company? You may be wondering about gear, recording and editing software, structuring interviews etc… Long-time listeners will recognize my buddy David Shifrin. He and I started podcasting at about the same time and have shared our discoveries and methods with each other as they evolve over time…
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Buy both of these Limited Availability recordings for a penny! and I’ll send you two more interviews with outstanding life science marketers every month! If you aren’t happy with what I send, well it’s actually free ;-) This double box set includes 2 individual winners from the 2022 SAMPS Awards, presented at Neuroscience in December. Olivier (Olli…
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Developing a new product for launch involves a lot of effort and expense. To maximize your return, it’s important to know 1.) the size of the market for your offering to determine your potential return and 2.) how to prioritize your target customers for a successful launch to build momentum. From your addressable market, how do you find the early a…
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Everyone wants to be patient-centric these days. Betsy Bennett is a health psychologist and behavior change strategist. And, as you’ll discover in this episode, she has been a patient with a serious disease- twice. She has some thoughts about how companies can be helpful to patients over the course of their illness. There are so many good nuggets i…
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While launching a new product is exciting, especially in the sciences, it’s not the only way to grow a business. We can change our business models or how we go to market. Dave Brock shared with me some of the things that he has seen in terms of companies thinking more broadly about how to do things. There is typically a cycle that companies go thro…
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Can you really make serious progress with an intern? The answer is a definite yes and it can work out for the intern, the host company and a vendor. Bob Lempke is the Chief Commercial Officer at Mobile Locker. He’s been on the podcast before. On a catch-up call, he told me this great story about working with an intern at one of their customers, All…
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Erica Sosnowski, the Managing Partner at Sosna + Co. recently posted on LinkedIn a list of things that life science executives struggle with the most in the context of finding and executing deals. From her post: - A limited network due to time spent in academia or in the “science” of their business- Lack of understanding (despite best efforts) on h…
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So you want to be a thought leader? I talked to Brian Morgan, President of Think Deeply, Write Clearly about effective thought leadership communication. Thought leadership can be used to attract an audience who may need your product or service. Or you may want to influence decision-making in a particular direction. You can see the overlap with cont…
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PharmExec.com published a study in 2020 of 25 first commercial launches. 48% of them missed their first year forecast for sales (<70% of forecast). Almost a third of them outperformed (>130% of forecast). Outperformers started commercial planning more than 2 years ahead of approval and typically spent more on SG&A. It has to be difficult for a CEO …
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Paul Simms describes himself as a noisy introvert. Does that mean he’s a troublemaker? He’s definitely trying to stir things up in the pharma/ life science world as CEO of Impatient Health. You should take a look at his blog to get an idea of what he’s up to. I wanted to talk about some things I saw there and on LinkedIn. The world for the last fif…
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Kristin Apple is the President of LINUS. We talked about the future of healthcare specifically for seniors 60-79 and how they think about it based on a recent survey (Link below). This is worth paying attention to because this age group is the fastest growing segment of the population. How they think about aging and what innovators can do to meet t…
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I saw this LinkedIn post from Erasmus Holm, Chief Marketing Officer for the Nordics at MSD, and was curious to learn more. He mentions that the pandemic, although demanding a lot of change, hasn’t necessarily had the lasting effect we expected. He sees companies reverting to the old ways of doing things. I asked him about how he sees digital transf…
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What is the path to success in sales when you are selling both direct and through a distributor? What is the best approach for you and your company? Even though it’s sales, I think it looks a lot like marketing based on my conversation with Drew Hamilton. He is the Southeast regional manager at VistaLab technologies. He is playing the long game by …
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Darcy Bevalacqua is a career coach and executive recruiter for senior marketing executives over 50. Nevertheless, this episode has good advice for anyone looking to change jobs and even companies that are competing for talent. Challenges for companies I asked Darcy about the state of the job market. Companies are having a hard time attracting talen…
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This episode is not about strategy or tactics or building your marketing team, This week, it's about capabilities. We're going way back to basics, to do a mindset reset on what marketing actually means. How can marketers know their customers better than they know themselves and solve problems for those customers all along their journey, not just wi…
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Susanna Harris talks about her communications role in the biotech venture capital world. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.comChris Conner
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