Making the Complex Compelling: Creating High-Performance Marketing in the Life Sciences - Hardcover

David Chapin

  • 4.08 out of 5 stars
    13 ratings by Goodreads
 
9781605440354: Making the Complex Compelling: Creating High-Performance Marketing in the Life Sciences
Hardcover
ISBN 10: 1605440353 ISBN 13: 9781605440354
Publisher: RockBench Publishing Corp., 2015

Synopsis

Why is so much life science marketing so bad? It's a challenging question--and the best response may be to ask another. How do you turn the complexity of scientific and biopharma information, processes, and data into compelling, high-performance messages? It's not easy. But building on more than 20 years of experience as a teacher, consultant, and head of one of the leading life science marketing firms in the country, David Chapin offers the definitive insider's answer. Making The Complex Compelling is a must-read for marketers within life science companies--the people responsible for bridging the gap between complicated science and persuasive communications. It explores why the vast majority of marketing in this sector is so unoriginal, uninspired and unproductive. And it explains how to avoid common mistakes by abandoning illogical and ineffective conventional wisdom. It also serves as a clear, step-by-step guide to mastering all aspects of successful life science marketing: understanding the buying cycle, establishing differentiation, developing a position, creating a brand-story, using an archetype, climbing the ladder of lead generation, and measuring ROI. You'll learn how the tactics and strategies detailed here can all work together to create a highly effective marketing program. And you'll gain the tools you need to improve life science marketing where it matters most: within your own organization.

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About the Author

David is the CEO of Forma Life Science Marketing where he helps life science organizations distill complex messages into compelling communications to engage audiences and drive sales. David is the named inventor on more than 40 patents and holds degrees in physics and design. He has won numerous awards for his work, which has been recognized in The Harvard Business Review, Medical Marketing and Media, Print, ID, Design News as well as several books about design.

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Publisher
RockBench Publishing Corp.
Publication date
2015
Language
English
ISBN 10 
1605440353
ISBN 13 
9781605440354
Binding
Hardcover
Number of pages
210
Rating
  • 4.08 out of 5 stars
    13 ratings by Goodreads