This book is written for business professionals in sales and marketing functions of scientific products and services who seek to increase their revenue potential by employing more effective marketing. Leveraging the consumer psychology of scientists to solve the most fundamental challenge in science marketing–overcoming skepticism–this book provides a step-by-step approach to marketing programs that engage and persuade scientists. This book describes the model through illustrative examples from within the life science industry and provides a step-by-step guide for managers of any experience level to make all of the necessary critical strategic decisions, build the necessary framework, and successfully manage deployment of highly effective marketing campaigns.
A biochemist by training, Hamid Ghanadan is founder and president of The Linus Group, a marketing firm focused exclusively on maximizing revenue potential for scientific offerings. Combining his own scientific training, his collaboration with more than 50 companies in 16 years of running The Linus Group, and insights into the trends within the industry, Hamid has synthesized his findings for how to effectively influence the way scientists buy products. He lives in the San Francisco Bay Area.
Persuading Scientists, the first book of its kind, comes at a critical time in the life sciences which is an industry undergoing a revolution. While the life sciences market becomes increasingly competitive and products reach different stages of their life cycle, scientists still remain one of the most complex audiences to market to because of their inherent skepticism.
Ghanadan, a magician of life sciences marketing, takes the reader on an intriguing walk through the mind of scientists, and demonstrates how to create effective marketing strategies that harness the nature of the audience. This book is filled with creative techniques and novel ideas with real life examples through fascinating case studies – a must read for all marketers in the life sciences space