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Life, Science, and Marketing Podcast: Episode 14
Guest: John Kennett, Director of Global Marketing, Brand & Solutions at Forte
John's Background:
20+ years in marketing roles across the life sciences industryPrevious companies include Medaxial, Covance, Envigo, and LabcorpOriginally studied electronics engineering and made a transition into marketingMasters degree in psychodynamic psychotherapyKey Discussion Points:
Enjoyment of constant innovation and progress in the life sciences industryThe importance of storytelling to make complex science understandableBuilding bridges between science and marketing through curiosity and conversationsOrchestrating marketing messages across teams for clarity and harmonyBalancing business priorities while still focusing on peopleKey Quotes:
"Our ability to have a strong working culture means that we ought to be thinking about how we compliment one another rather than compete with one another.""Go ask dumb questions, because there's no way that I could know everything even people with a doctorate in bioscience don't know everything about someone else's specific research area.""Culture eats strategy for breakfast - if you've got a good culture in place, then you can have the best strategy in the world, but if you don't have the culture to deliver on that strategy, forget it." -
Life, Science, and Marketing Podcast: Episode 13
Guest: Haydn Boehm, Product Marketing Excellence Lead at Agilent Technologies
Haydn's Background:
PhD in organic chemistry Deep technical expertise combined with marketing roles at various life science companies (Sigma Aldrich, Johnson Matthey, Merck, Thermo Fisher, Agilent, etc.)Key Discussion Points:
Shift from sales-led to marketing-led organizations due to digital transformation Identifying where target audiences go to learn and providing valuable content therePerspectives on lead nurturing, inbound marketing, and the rise of outbound outreachThe promise and limitations of AI in drug discovery processes Applying scientific thinking and a problem-solving mindset to marketing strategyKey Quotes:
"You don't wanna employ sales people to act as marketers. They need to speak to people who are engaged and say, right, what are we gonna do now?""Assume nothing. And validate everything. And so you look at, so it always gives you quite sort of fresh eyes into a sort of a situation.""If people learn to like to learn on their own, it's about putting the right content that's really valuable is a lot rich in terms of education." -
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Life, Science, and Marketing Podcast: Episode 12
Guest: Paul Kippax, Sales Operations Director at Malvern Panalytical
Paul's Background:
PhD in physical chemistry25+ year career with Malvern Panalytical in various roles spanning product management, marketing, and salesKey Discussion Points:
Collaborating deeply with customers to uncover hidden insights and new analysis approachesBuilding cross-functional understanding between technical and commercial teamsLeveraging scientific knowledge to extract more value from analytical instruments in customer workflowsDelivering sustained value to your core customer “tribe”Continuously experimenting to drive incremental marketing improvementKey Quotes:
"I need to do a job where what I do means something.""Curiosity drives your interest in the customer. You start asking questions about the customer rather than yourself.""If you try to appeal to everyone who doesn't get you, you'll dilute the unique value you could offer." "I want the grit. The grit polishes the stone - it reveals the beauty.""Most people don't deliberately come to work to do a bad job. Approach things assuming people want to succeed." -
Life, Science, and Marketing Podcast: Episode 11
Guest: George Fradley, independent marketing consultant
George's Background:
Started career as a chemist, discovered strengths in understanding patients and cross-functional communication15 years at 3M Healthcare developing and marketing asthma inhalersNow an independent marketing consultant across life sciencesKey Discussion Points:
Transitioning from scientific roles into marketingComparing large vs. small company experiencesEstablishing credibility for visionary industry changeUsing storytelling and empathy to connect with audiencesBest practices for thought leadership and contentKey Quotes:
"Understand your value, understand what you're good at, understand what you love, and find a way to do that because it's always value in that.""I can spot a ChatGPT article a thousand miles away...it doesn't understand the market, your brand voice, where you're trying to take things.""Thought leadership shouldn't just tell people what to think or regurgitate existing ideas.""You have to back up claims with honest and consistent messaging." -
Life, Science, and Marketing Podcast: Episode 10
Guest: Jaleel Shujath, ex-scientist turned marketing expert
Jaleel's Background:
Ex-scientist with a biology degree and lab experienceOver 20 years working in life science marketing at GE Healthcare, ATCC, Absorption Systems, and morePassionate about science and discovery from an early ageKey Discussion Points:
Applying scientific principles like hypothesis testing and data analysis to optimise marketing efforts Embracing both successes and failures as learning opportunities to improve campaigns Tracking marketing data rigorously to showcase value and defend budgetsTailoring marketing approaches to each unique company’s needs and market landscape Using curiosity to fuel impactful messaging and innovative tacticsNetworking consistently to build relationships and learn from othersKey Quotes:
"As scientists, we always promote the successes right and the successful experiment, the new discovery...people rarely show the failures.""Make sure the data is solid because in science, scientists will always critique each other’s experiments right? And they're looking at it with a hard eye.""I think if we were to go to anybody, any marketer...what percentage of your endeavours or initiatives are you know, knockout out of the park type of initiative? If they were being honest...maybe 50 percent, maybe 40 percent." -
Life, Science, and Marketing Podcast: Episode 9
Guest: Regis Grenier, sales and marketing expert
Regis’ Background:
25+ years in sales and marketing roles at companies like Bio-Rad and TecanNow an independent marketing consultantKey Discussion Points:
Strategically positioning products or services in the minds of target customersCreating content marketing that truly resonates with scientistsTapping internal knowledge to guide sales and marketing strategyConsistently delivering value to science-driven buyers Building trust by leading with credible content rather than aggressive sales pitchesKey Quotes:
"My daily obsession is 'Am I delivering value?' Especially in technical, scientific areas I constantly challenge myself on that when creating content.""The goal is creating marketing that doesn't seem like marketing - valuable content solving problems.""Especially in scientific segments, deeply understand the market value of what you're marketing before exaggerating claims. Be realistic - scientists will know if you overstate things.""Take advantage too of partners eager to co-market integrations or other strengths once you start sharing those externally." -
Life, Science, and Marketing Podcast: Episode 8
Guest: Andrew Bertera, Executive Director of Marketing and Sales at New England BioLabs
Andrew's Background:
Studied microbiology at King's College LondonStarted in R&D at Amersham developing molecular biology products Now leads global marketing and sales at New England BioLabs for 14+ yearsKey Discussion Points:
Making the transition from R&D to marketing rolesTaking on combined marketing and sales leadership positions Embracing technology while still connecting with customersThe importance of customer centricity and focus for marketers Perspectives on trade shows and maximising valueReinvigorating existing products over their lifecycleKey Quotes:
"When marketing and sales report to the same leader it's easier to set unified goals and get them collaborating.""While digital experiences are important, we don't have the depth of consumer data in life sciences.""To me, marketing is about growing the business by developing best-in-class customer experiences." "Directly interacting with customers is critical to truly understand them." -
Life, Science, and Marketing Podcast: Episode 7
Guests: Harrison Waid and Nick Clare
Harrison's Background:
Co-founder of SuccessionPreviously in software sales at Synthego before pivoting to biotechNick's Background:
Co-founder of SuccessionExtensive experience in life sciences and drug discovery having worked with pharma companiesCurrently Interim CBO at DefinigenKey Discussion Points:
Perception gap between marketing and sales teamsConfusion over lead qualification terminologyMarketing content often lacks value for sales teamsImportance of not distracting sales with customer issuesStrategies for marketing to gain credibility in sales-driven organisationsBenefits of RevOps function to align goalsAdopting a commercial team mentalityKey Quotes:
"Focus less on categorising leads and more on their level of intent and interest based on actions taken.""Provide sales with bite-sized, easily digestible content nuggets rather than long case studies.""Adopt more of a commercial team mentality focused on overarching business goals rather than siloed department goals." -
Life, Science, and Marketing Podcast: Episode 6
Guest: Noah Konig, Marketing Director at PrecisionLife
Noah's Background:
Dual degree in psychology and marketing16 years of experience in life science marketing rolesRecently named “Life Science Marketer of the Year” by SAMPSKey Discussion Points:
Combining psychology and marketing training for a career in life science marketingConveying complex scientific concepts effectivelyReaching niche expert audiences like pharmaceutical R&DBalancing confidence and imposter syndromeThe importance of immersing yourself in your audienceBlending traditional and digital marketing tacticsKey Quotes:
"The psychology side provided extensive training in understanding human behaviour, cognition and the underlying neurological processes.""I’ve improved audience targeting through directly engaging with key leaders at scientific conferences and events to understand their priorities and pain points.""Scientific conferences and events are an irreplaceable platform for engaging such niche groups of busy experts." -
Life, Science and Marketing Podcast: Episode 5
Guest: Chris Thorne, Director of Marketing at Asimov
Chris' Background:
PhD in cancer cell biology from University of LiverpoolWorked in R&D, operations, and marketing roles at biotech startups like Horizon DiscoveryExperience spanning scientific research, startups, and product marketingKey Discussion Points:
Importance of proactive networking and relationship-building throughout your careerConveying complex scientific concepts clearly and telling compelling storiesOvercoming common marketing obstacles like budget constraints and short attention spansTaking calculated risks with bold, differentiated messaging to stand outTracking marketing impact with tools while accepting some attribution uncertaintyKey Quotes:
"Proactively building and maintaining professional relationships provides access to resources, referrals, new opportunities, and other support that aids your initiatives.""While having a clear, authentic message resonate with your audience is crucial, I've found that the relationships within a company are also essential to achieve success.""My top advice is to keep marketing capabilities sharp, but also proactively nurture your network. The connections you build will always be invaluable, providing support as marketing continues to evolve." -
Life, Science, and Marketing Podcast: Episode 4
Guest: James Smith, Global Marketing Director at SPT Labtech
James' Background:
Over 17 years’ experience in life science marketingHelped build Envigo brand over 13 yearsExperience spans hospitality, legal, publishing, and pharma industriesKey Discussion Points:
Managing global marketing teams and remote work strategiesAdvice for marketing professionals just starting outShifts in buyer psychology post-pandemicDetermining attribution as tracking gets more difficultMarketing trends to watch next 12-24 monthsSkills marketers need to develop next 5 yearsAvoiding "shiny ball syndrome" when evaluating new tacticsJames' proudest career achievement: Leading Envigo rebrandKey Quotes:
"Listen more than you speak. Don't try to impress people too quickly.""Go back to fundamentals, talk to your customers and prospects. Understand their specific journeys.""Avoid ‘shiny ball syndrome’ chasing what’s hot without results.""Building the right team and working cross-functionally was key to success." -
Life, Science & Marketing Podcast: Episode 3
Guest: Natasha Zarach, International Head of Marketing at Veolia
Natasha's Background:
International Head of Marketing at Veolia with experience across technology, environmental science, and global marketingPreviously worked in product management, sales, and marketing in the technology industryMoved to Veolia over 10 years ago to work on science and healthcare marketsKey Discussion Points:
Culturalising campaigns for international marketing instead of just translatingMarketing effectively in China including understanding the different landscapeAuthentically engaging scientists as the most challenging audienceExciting innovations happening with AI for drug discoveryThe importance of curiosity and learning across the entire organisationMissed opportunities in connecting data across organisationsKey Quotes:
"Go back to the culturalisation versus localisation point - that is absolutely key.""Scientists are the toughest people to market to, rightly so. Their psyche is to question everything.""Be willing to change and experiment - like switching our strategy from offline to online back then.""As a marketer you're representing everything in the organisation. It's important to understand the bigger picture." -
Life, Science, and Marketing Podcast: Episode 2
Guest: Laura Haldane, Co-Founder & VP Sales & Marketing at SciLEADS
Laura's Background:
Degree in psychology from Queen's University BelfastStarted career in life sciences through a graduate program at RandoxPreviously worked in sales roles at various life science companiesReconnected with her SciLEADS co-founders to start the companyKey Discussion Points:
The founding story of SciLEADS and how it provides automated lead gen tailored to scientistsLaura's passions like gardening, dog rescue, and tracing her ancestry through multiple DNA testsHer fascination with complex technologies like CRISPR despite not having a science backgroundChallenges marketing and selling to busy, sceptical scientists and tactics Laura used to succeedTakeaways from Laura's 'Ask the Scientist' conference sessions on effective outreachTips for optimising LinkedIn profiles and networking on the platformAdvice to her younger self like securing key online assets early onThe importance of perseverance, vision, and surrounding yourself with believersKey Quotes:
"Scientists want knowledgeable, technical salespeople who can answer their specific questions.""Having some naivety can actually be helpful. You just need to be dead fast on your vision.""The biggest takeaway is that scientists really just want to talk to each other about products. They'd prefer to hear from a fellow scientist who is already using a technology rather than a sales rep.""Make sure to use all of your weekly connection requests on LinkedIn. It's important to consistently build your network over time." -
Life, Science, and Marketing Podcast: Episode 1
Guest: Klaudyna Johnstone, Marketing Director at Source Bioscience
Klaudyna's Background:
Degree in genetics, MRes in biomedicinePrevious roles in marketing at startups and scaleups like Expedeon, Sphere Fluidics, CamerusPassionate about the intersection of life science and businessKey Discussion Points:
Klaudyna's career journey from science into marketingChallenges and learnings from working in scaleupsKlaudyna's passion for HIIT and staying activeDigital pathology and the role of AI in healthcareApplying behavioural science principles to improve marketing effectivenessLocalising global campaigns for different geographies and audiencesThe importance of continuous learning and development as a marketerKey Quotes:
"Working in scale-ups provides the perfect balance between a blank page startup environment and a structured organisation.""AI isn't necessarily making the diagnosis itself but streamlining the process.""Behavioral science in marketing isn’t about reinventing the wheel. It’s about understanding human psychology to improve the effectiveness of your strategies.""The effectiveness of these techniques can vary depending on your specific situation and audience, so testing and refining is key.""My biggest piece of advice would be to never stop learning."
