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

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.

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.