A Splice of Life Science Marketing

For life science PMs: at the gate, treat dissenting customers as evidence. Enthusiast quotes only confirm what you hoped. Most stage gate reviews are built to help a product pass. Whether it should pass is a different question, and the gate rarely asks it. That design produces confident decks and expensive mistakes. Who this is for: product managers, commercial leaders and gate committee members i...

A tied poll becomes buyer segmentation once you read who chose each option and why. You run a poll and the result lands in a dead heat. Most people mark it inconclusive and pick the option they already liked. This is for life science marketers and commercial leaders who run preference tests on positioning, covers, campaign assets or messaging hierarchies. Matt Wilkinson ran three cover designs for...

Pride in the output is the human test AI cannot replace, and it is what protects life science brands. Somewhere in your marketing stack right now, an AI is publishing faster than anyone can check it. This episode is about the quiet way that speed erodes trust before you notice it has gone. Who this is for: CEOs, commercial leaders and marketers at life science tools and diagnostics companies who a...

For life science marketers: why AI engines judge your pages on structure and schema, and how to stop yours being misread. We ran an AI search audit on its own website and the tool recommended building three pillar pages that already existed. The cause was five characters at the end of a URL, which made three of the company's most important pages invisible to the AI engines that buyers now use...

Three years into a development program, R and D says it won, commercial says it lost, and regulatory says everything was fine. They were all measuring different things, and nobody caught it at the gate where it mattered. This episode is for life science product managers, commercial leaders, and regulatory affairs leads running stage-gated development programs. Jasmine Gruia-Gray explains why most...

Uncertainty is the system, and life science marketers who build buyer presence into every decision are better equipped to navigate it. Your buyer was in the room at the start of the process. By the time the brief lands in legal, they have left. For life science product marketers, commercial leads, and anyone navigating a launch in a market that stopped following the old rules. Matt Wilkinson and J...

Life science CEOs embedding AI in compliance workflows face regulatory switching costs, not just technical ones, when models change. Shownotes: You didn't make one big decision to hand control of your compliance workflow to an AI vendor. You made five small ones, and each felt completely reasonable at the time. By the time the model update arrived, the exit cost wasn't a sprint of prompt r...

Scientist buyers use falsification logic -- one weak claim destroys your whole case -- so claim selection and buyer presence beat validation volume every time. Shownotes Your claims list passed legal, survived MS3, and still didn't land. The problem wasn't your evidence -- it was which claim was leading and whether your buyer was still in the room when you chose it. This episode is for lif...

AI agents are shortlisting life science suppliers before humans get involved - brands invisible to AI are losing demand they cannot measure. Shownotes: Your next buyer might never visit your website. AI agents are already shortlisting suppliers, summarising product pages, and filtering out brands with poor machine-readable content - before any human in procurement gets involved. For life science m...

Persona AI keeps the customer present through organisational gravity - the internal approval process that dilutes buyer insight before launch. You did the interviews. You built the personas. The campaign went to market and the open rates collapsed. The research was not the problem - the buyer left the room somewhere between the first draft and the final approval. This episode is for life science m...

Beta programs designed for validation rather than stress testing create launch liabilities that surface as field quality crises three to six months post-launch. Your beta sites completed the study. A KOL sent a positive note. Nobody filed a reproducibility complaint. You called it a validation and moved to launch. Then your field application scientist hit an edge case none of your beta sites ever...

Life science PMs can reclaim strategic time using the DRAG framework -- but only if those hours go back into customer discovery, not more admin. You reformatted a competitive comparison slide for sales. It took 40 minutes. They looked at it for 90 seconds. That gap -- between feeling productive and being strategic -- is exactly what this episode is about. Jasmine Gruia-Gray joins Matt Wilkinson to...

If your brand isn't cited by AI tools when buyers search your category, you're not losing a ranking - you're being skipped entirely before the decision is made. Open ChatGPT, Perplexity, or Google AI Mode right now and type: "Name the top three companies in [your product category]." If your brand isn't in the answer, you're not losing a click. You're not even in t...

Your company's scientific content is exactly what AI models want to cite - and you're hiding it behind a gate. In this episode, Matt and Jasmine unpack two uncomfortable commercial realities: why life science brands are invisible in AI search despite decades of peer-reviewed credibility, and why most soft launches are risk management exercises dressed up as market learning. This episode is...

AI discoverability and product line extensions share the same root problem: misclassification kills outcomes before execution even begins. Most life science companies are optimising the wrong thing - and paying for it twice. In this episode, Matt and Jasmine expose two pressure patterns that product managers and marketers recognise immediately but rarely diagnose correctly: AI visibility that depe...

Most life science companies haven't checked whether AI recommends them. The ones that have are already pulling ahead. In this episode, Matt Wilkinson and Jasmine Gruia-Gray dig into the real commercial stakes of AI search visibility for life science tools and diagnostics companies - cutting through the AEO/GEO hype to ask the harder question: who in your organisation actually owns this? This e...

Your competitor just ran a better demo than you — before the exhibit hall opened. Every scientist on that floor already benchmarked your product against theirs using AI search. The question isn't whether they know your specs. It's whether they trust your team enough to take the next step. This episode is for life science marketers, commercial leaders, and product managers who want to rethi...

Right now, an AI is deciding whether your brand exists. Not philosophically - commercially. Life science researchers are asking ChatGPT for flow cytometry recommendations, using Perplexity to compare qPCR platforms. If AI can't find, cite, and recommend you, you're invisible. Matt Wilkinson and Jasmine Gruia-Gray debate the commercial reality of generative engine optimisation for B2B life...

AI accelerates conference prep and TAM models, but capture depends on listening skills and pain point differentiation, not just data. Shownotes: Most life science teams show up to conferences with product specs and TAM models built on market size. Both fail for the same reason: they prove something exists without proving you can win. This episode is for product managers and marketers preparing for...

Brand investment rises while performance tactics get commoditised - but will marketing teams shift budget or stick to old metrics?*Shownotes:*Strategic intent and operational reality diverge. Roxana's challenge cuts through the optimism: "We've tried everything, and then AI came, and everything seems to be for naught." That's not burnout, that's crisis. This episode is fo...

AI makes scaling easy - the winners use it to do better, not just more, by keeping human judgment in the loop. Shownotes:Most life science teams are stuck talking about AI transformation while competitors execute it. The gap between 68% AI optimism and 7% power users isn't about awareness - it's about execution. This episode is for biotech marketers and product managers navigating AI adopt...

Your buyer has already decided before they ever speak with you. The question isn't whether you can persuade them—it's whether you've made it easy for them to justify choosing you. This episode is for life science product managers and marketers in biotech, medtech, and diagnostics who want to close the gap between what customers say and what they actually do. Matt and Jasmine unpack the...

AI can scale research, but delegating presence has hidden costs. Life science marketers face six seismic shifts in 2026 that demand human judgement. This episode is for marketing and product managers in biotech, medtech and diagnostics navigating the tension between AI efficiency and strategic presence. Matt and Jasmine unpack when AI accelerates discovery and when showing up yourself is the only...

Most buyer personas end up in a drawer. You spent weeks on workshops, interviews, and research - then created a pretty PDF that nobody opens again. What if that document could talk back? In this episode of Splice of Life Science Marketing, Jasmine Gruia-Gray interviews Matt Wilkinson about PersonaAI - a process that transforms traditional persona documents into interactive synthetic customers powe...

You're spending tens of thousands on conference booths to acquire new customers. But are you actually ready to win them? Matt Wilkinson and Jasmine Gruia-Gray of Strivenn surveyed 107 exhibitors at ELRIG Drug Discovery 2025 and discovered a disturbing pattern: companies are acquisition-focused yet preparation-poor. While 61% struggle with lead quality, only 14% have competitive battle cards re...