A Splice of Life Science Marketing

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...

Having AI tools doesn't mean your organisation is using them effectively - 38% of employees are experimenting with AI personally, becoming 'secret cyborgs' without guidance or guardrails. Your team is using AI right now. The question is: with or without you? In this episode of A Splice of Life Science Marketing, Matt Wilkinson and Jasmine Gruia-Gray unpack findings from their ELRIG Dru...

Your antibody copy could land you an FDA warning letter. One wrong phrase on your website transforms a research tool into an unapproved diagnostic device in the eyes of regulators. This conversation is for marketing managers at life science tools companies who need to promote Research Use Only (RUO) products without crossing regulatory lines. Josh Levin, former FDA compliance officer and diagnosti...

Joeri Billast reveals how CMOs become Chief Value Officers by speaking CFO language, building trust, and orchestrating impact across teams. CMOs today face an impossible balancing act: prove ROI to finance while staying credible with technical audiences. Joeri Billast, author of The Future CMO (endorsed by Philip Kotler), joins Matt and Jasmine to reveal how marketing leaders can bridge both world...

If you think performance marketing is the whole game, you’re leaving money on the table. This conversation shows why brand is the force-multiplier that makes performance work. For biotech startup marketers, we define “performance branding,” show how to measure it across the buyer journey, and share scrappy plays to build trust, loyalty, and revenue—because branding eats performance for breakfast....