Life Science Marketing Radio

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 adopters? I had a fun conversation with Mehdi Farza...

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 in this conversation, I’ll summarize a few of them...

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 through. First is, “How do we do more?” A volume and v...

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, Allergan Aesthetics, and AbbVie company. Sunethra Kan...

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 how to move your business beyond the small-to-medi...

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 content marketing. In our conversation, Brian brought...

PharmExec.com published a study in 2020 of 25 first commercial launches. 48% of them missed their first year forecast for sales ( 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 or CFO to devote resources to commercializing a therapy when approval is still uncertain and far away. I i...

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 fifty (seventy?) years has been pretty predictable....

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 the needs of this group represents a big opportunit...

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 transformation, a term I hear a lot, but whose definitio...

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 building relationships with his reps (he has 200 f...

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 talent right now. She verified what I have seen a lot o...

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 with the products or services they sell? Michele Ben...

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.com

Economist Joey Von Nessen talks about the growth and the impact of life science on the South Carolina economy. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com

You may have a lot of quantitative data. But it’s what you don’t know that you don’t know that will hurt your marketing. Wayne Cerullo explains what it takes to get around the data delusion. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com

Lily Elsner talks about the path to her job as Head of Strategy at Arctoris, a startup working on small molecule drug development. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com

Lily Elsner talks about her job as Head of Strategy at Arcturus, a startup working on small molecule drug development. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com

Raman Sehgal shared his journey to becoming an agency owner, the value of a niche and what good clients look like. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com

Tom Fox thinks podcasts are a great way to teach people about compliance. And he's right. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com

Bonni Scepkowski wants you to build relationships, not look at spreadsheets. Here's how to keep your attendees engaged. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com

Jennifer Andrews explains the importance of personal branding for scientists and offers a strategy for developing your personal brand. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com

Sandy Donaldson described Impiricus's platform where physicians can request support for patients such as samples or prior authorization via SMS messaging. This removes the friction of digging through a website to find the resources needed. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com

Adrienne Leussa is the host of Africa Biotech Conversations. We chatted about podcasting and what's happening in the African biotech community. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com

Chris Cullman shares his thoughts on customer experience, data and attribution, and opportunities to have physicians reach out to you. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com