Shifting our approach to feedback

In my recent conversation with mindset coach, Margaret Jennings (MJ), our conversation started with the emotional rollercoaster created by feedback—especially when you're early in your career. Feedback, both positive and negative, is useful but can also result in a wild ride. MJ once described herself as a “floundering high achiever” in her 20s. She is a more grounded and self-aware leader today. Her insights are both relatable and instructive.

Like many of us I’m sure, she once heavily relied on external validation. She was on top of her game when feedback was positive, but when it turned critical, it felt like failure. This is something that likely resonates with a lot of high achievers. Her sense of self-worth was tied to what others thought about her accomplishments, whether in school or sports. In many ways, this made her successful in the short term, but it came at the cost of long-term fulfillment.

She explained that it’s natural to want to please those around us—whether it’s parents, teachers, or coaches. After all, as babies, this is how we secure food, love, and safety. But the problem comes when we carry this strategy too far into adulthood, to the point where our identity is solely built around what others think of us. This approach eventually leads to burnout and can limit our potential for growth and happiness.

Consider the mental gymnastics we all do when we receive feedback. It reminded me of the challenge of a good golf swing: You can’t perform well if you are overanalyzing every aspect of it all the time. Margaret agreed and said her turning point came when she started working with a mental performance coach. This coach helped her realize that her value didn’t have to come from others' opinions; instead, she could generate her own sense of worth internally. That shift in thinking transformed the way she performed, both in work and in life.

Building a relationship with yourself

MJ brought up the concept of building a relationship with oneself: We’re constantly in a dialogue with ourselves, and it’s crucial to make that relationship a positive one. Through practices like journaling, meditation, and self-reflection, we can learn to identify and understand our own needs and desires, leading to a more balanced and sustainable approach to both work and life. Looking back at my own life, there was a time when I had a few ideas about a career path but was relying a lot on others’ expectations and evaluations of my abilities to show me the way. It took a long time to move past that.

I asked Margaret about how she specifically changed the way she talked to herself, and her response was insightful. She noted that awareness is key—you need to recognize the quality of your self-talk. Is it positive and affirming, or is it critical and self-defeating? She likened this to any relationship, explaining that you need to invest time and energy into yourself just as you would with a friend or partner. You’d have a difficult time building a positive relationship with anyone else if you were constantly critical of them.

It strikes me that adopting a growth mindset is your ticket off of the emotional rollercoaster. You no longer see constructive feedback as a personal attack but as an opportunity for growth. This mindset shift is vital, especially for high achievers who can often fall into the trap of seeing any criticism as a sign of failure.

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Embracing uncertainty

MJ talked about the importance embracing uncertainty, something that has been on my mind lately, and her thoughts on it really hit home. Our constant search for certainty is often counterproductive because so much of life is inherently unpredictable. Instead, we should focus on what we can control and accept that not everything will go perfectly. It’s about shifting from an all-or-nothing mentality—where you're either a success or a failure—to a more nuanced view where growth and learning happen over time. (If you’ve been a listener for a while you know how much I love long-term thinking!)

I think we waste a lot of time and energy trying to control things that are not in our power to control or trying to predict things that we do not have the capacity to predict.

So, our focus is such a limited resource, that if we have the choice to allow it to be consumed by things we can't control, which is going to fuel anxiety and overwhelm, or we can choose to look at this situation and say, okay, realistically, what can I control here in terms of having impact and creating clarity? Then we're able to make more progress forward.

We also touched on expectations and career transitions. This is where the growth mindset can make a huge difference for you. First of all, growth is about trying new things, stepping into new roles. It occurs to me that being ready for a new position and being good or great at it are two points on the curve. Our expectations for our performance at the beginning need to be realistic and not necessarily at the level of someone who did that job for 3-5 years.

Being ready means you have the tools and are able to grow (there’s that word again) into the role. Of course you will get better at it over time. For example, MJ is a hockey player. She described the excitement of lacing up her skates and getting on the ice for the first time. She pointed out that if she didn’t expect to fall on her face before learning how to do crossovers and stop and start, it would have been difficult to achieve any success.

You may have noticed I’ve been thinking and talking about culture within organizations a lot lately. It occurs to me that we each create a culture within ourselves that affects our ability to perform in any role we take on (leader, parent, contributor etc). MJ’s advice goes a long way toward helping us ensure that is a supportive and growth oriented one that will lead to our success.

Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website.

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With the life science tools industry facing a 7% drop in revenues, innovation and fresh approaches are needed to hold on to your slice of the pie. I spoke with Marina Hop, Managing Director, and Gary Brooks, Creative Director at Viveo Consulting, to explore creativity in life science marketing. Our discussion focused on how creativity can be a powerful tool to not only optimize business operations but also generate new ideas to address these challenges.

In a downturn, companies often retreat into operational efficiency, cutting costs and tightening the reins. However, real growth and differentiation come from creativity—an approach that not only applies to marketing but spans across the entire business strategy, product development, and even internal team dynamics.

Creativity as a Key to Performance

Marina pointed out that while companies are focused on optimizing their operations, there's a limit to how much optimization can drive growth. “The optimization side addresses the bottom line,” she said, “but creativity really addresses the top line.”

I've seen the same pattern—companies cutting budgets and focusing on short-term savings. I once asked my VP of marketing why, instead of cutting back, we didn’t go full throttle to take market share when our competitors were pulling back. My guests agreed on the need to push forward with disciplined creativity, even when times are tough. As Marina pointed out, Bruker—a company that has excelled in this downturn—successfully combines operational excellence with what they call "disciplined entrepreneurialism."

Balancing Operations and Innovation

Gary elaborated on how companies often live in two worlds: the operational world of structure, metrics, and routines, and the innovation world, driven by curiosity and experimentation. He emphasized the importance of maintaining a balance between these two worlds, especially during challenging times. “When companies struggle, they revert back to the operational side because it’s manageable,” he said, but added that without creativity and innovation, growth stalls.

He pointed out, creativity is not just about artistic expression—it's about connecting insights to create something valuable, whether it’s a new marketing channel, product innovation, or strategy.

Creative Thinking in Marketing and Beyond

Around here of course, we’re focused on marketing creativity, and we discussed how companies could be creative not just in their messaging, but in the types of marketing they do. I suggested that creativity in marketing isn’t just about making clever ads, but about exploring new ways to engage with customers—new channels, content types, or interactions. Marina agreed, saying that creativity should permeate any generative business activity, from formulating a strategy to developing a new product.

One key takeaway from this part of the conversation was that creativity shouldn’t be confined to one department. As Gary put it, “It’s not just marketing, it’s communication.” Every interaction a company has, whether with investors, customers, or even internally, is a chance to think creatively about how you present your brand.

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The Power of Observation

Marina introduced a concept that I found particularly interesting—phenomenology, the practice of observing and describing human experiences without immediately analyzing them. This practice helps stimulate creativity by encouraging people to step back, observe, and understand what’s really happening before jumping to conclusions. Viveo might send teams to observe a simple activity, like how people interact in the cafeteria, and then come back and write a narrative about it.

Gary emphasized the importance of observation in creative thinking, noting that many people don't take the time to observe what’s happening around them. “People don’t really observe people doing stuff,” he said. By focusing on observation, companies can gather insights that lead to more informed, creative solutions.

One powerful example Marina shared was when Viveo worked with a client that had developed an automated sample prep system for next-generation sequencing (NGS). The company had expected this product to be a hit because it saved time and effort. But by observing how scientists actually worked in the lab, they realized the product wasn’t solving the problem scientists cared most about—reproducibility. Scientists didn’t mind spending extra time on manual prep because they wanted to ensure the highest quality samples for the expensive sequencing process. By shifting the marketing message to focus on quality and reproducibility rather than time savings, the company could better align with its customers' needs.

Creativity as a Learnable Skill

One of the most encouraging insights from Marina and Gary was that creativity can be learned. It’s not reserved for "artistic" types—it’s about curiosity and observation. As Gary put it, creativity doesn’t come from waiting for the “creative gods” to bless you with an idea. It’s a process of grinding through ideas, experimenting, and finding connections.

This process-driven approach to creativity is similar to how scientists work, which should make it especially relevant for life science companies where many marketers used to be scientists. Whether it’s through exercises like observing people in the canteen or training teams to be more curious and observant in the lab, companies can cultivate creativity throughout their organization.

Building a Culture of Creativity

Why not encourage creativity at every level of the organization. This includes fostering a culture of curiosity, where employees feel empowered to take risks and explore new ideas. “Safe adventures,” as Gary called them, allow teams to innovate within a structured environment where failure is a learning opportunity rather than a setback. My best boss was very good at this. I could call him with an idea and he’d say, “Let’s do it.” If it didn’t work as planned we just figured out why and tried something else.

Establishing a culture of creativity will allow you to deliver results regardless of market conditions.

Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website.

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In my recent conversation with Larry Koplow, we talked about brand strategy in the life sciences, why, when and how.

Defining Brand Strategy

We kicked off the discussion with Larry describing the danger of not having a strategy. In a world overloaded with information, a brand has to cut through the noise and make its value clear. Even if a company has groundbreaking technology, it’s easy to be overlooked if the brand strategy isn’t aligned with the audience's needs. People—whether researchers, investors, healthcare professionals, or patients—are primarily concerned with their own interests.

A brand is the sum of all associations that audiences have about a company. This definition, which he credited to Uli Applebaum, highlights that every touchpoint, from sales calls to investor decks, contributes to building these associations. As a result, a deliberate and intentional strategy is crucial for creating consistent and meaningful connections with the audience.

Simplifying the Brand Message

Larry argued that while nuances might change, the core brand message should remain consistent. He likened it to owning a space in the audience's mind—when they think of your company, they should think of one defining characteristic. This consistency makes it easier for the audience to remember and relate to the brand.

Here is a real-world example. Thermo Fisher faced the challenge of convincing diverse audiences to switch from traditional methods to mass spectrometry in toxicology. By identifying two primary audience groups—those looking to grow their business and those pushing the boundaries of research—they could tailor their brand message to resonate broadly. This approach allowed them to lead with a brand-focused message about pushing toxicology forward, which connected with all their target audiences. It took doing some homework to get there. This involves understanding the audience's motivations, barriers, and pain points.

Larry shared another example from a different company in the medication management space in hospitals. The initial tech-focused message wasn't resonating. Hospitals were resistant to new technology because new tech often means a lot of work. By shifting the narrative to focus on patient and hospital safety, they aligned their message with what was truly important to their audience. This not only made the brand message more relevant but also helped position the technology with respect to existing budgets for safety initiatives.

Personality Archetypes for Commoditized Products

Brand personality archetypes can differentiate a company in a commoditized market by mirroring what's important to them or by representing something they aspire to be. For instance, McDonald's uses the "Innocent" archetype, creating a sense of happiness and nostalgia. In contrast, Burger King has struggled with consistency, resulting in a less impactful brand presence. As I look at it, BK is focused on the burger, McDonald’s is focused on the experience.

Crafting a Long-Term Brand Vision for Investors

If we think about smaller biotech firms, even prior to commercialization, crafting a long-term brand vision is crucial, especially when communicating with investors. Larry noted that investors are people too, influenced by compelling narratives. Investors looking for long-term returns want to see a cohesive brand strategy that promises sustainable growth and market relevance. A strong brand story in the investor deck can be as important as the technical details. The other lesson here is knowing what kind of investor you have or are looking for.

Brand Architecture - Balancing Messages Across Different Levels

We wrapped up the conversation by discussing how to balance messages across different levels—company brand, technology, and specific applications. Larry differentiated between brand architecture and communication structure. Brand architecture involves categorizing and integrating different brands, especially post-acquisitions, whereas communication structure focuses on maintaining a consistent brand story across various touchpoints.

He highlighted the importance of having a comprehensive brand position that can be communicated at all levels, from the high-level mission and vision to the detailed technical aspects. This consistency not only strengthens the brand but also adds credibility and value over the long term.

Final Thoughts

Larry’s insights were a masterclass in brand strategy, particularly for the life sciences sector. His emphasis on consistency, relevance, and the importance of doing the homework provides a clear roadmap for any company looking to strengthen its brand. For me, the takeaway was clear: a well-defined and consistently communicated brand strategy is essential for cutting through the noise and making a lasting impact. And for those in the biotech space, understanding and addressing the needs of all your audiences, including investors, is key to building a strong, sustainable brand.

Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website.

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Lily Elsner talks about her job as Head of Strategy at Arcturus, a startup working on small molecule drug development.

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If you haven’t already, I imagine many of you are currently or will soon be dealing with aging parents and their desire to stay in their home for as long as possible. And why wouldn’t they? That’s what we would want for ourselves. So how to balance that with knowing when assistance might be necessary? A daily phone call to check in might be annoying for the parent and take the joy out of a genuine conversation for anyone.

Alfred Poor is the editor and publisher of HealthTech Insider. We had a conversation about what the future might look like for fulfilling those wishes and feeling confident about being able to help when necessary.

An Alexa device can already be handy for reminding people to take their medication or exercise. Alfred is interested in technology that might be able to make assessments based on changes in someone’s voice or the sound of a cough to, if not diagnose, raise an alert. Imagine if the device could detect anxiety or depression. What if that could send a prompt to have you check in with your parent?

Loneliness can be a big challenge for anyone, but especially the elderly. The pandemic has affected half to two thirds of adults in terms of mental health. There aren’t enough therapists or health care workers to deal with those numbers. But an app that can suggest breathing exercises, help with a guided meditation or a prompt to get out and go for a walk may reduce the burden for the individual, saving in-person visits for more urgent cases.

As with any technology, I worry about the downside. Does relying on digital assistants to help our parents make it easier to forget to call and just say hello? Is that a trend we want to enable, or end up as a “beneficiary” of?

What about assistance in the case of a fall? We talked about the wearable pendant with a red button on it. It turns out that no one wants to wear that. And only in 7% of cases where it could be used does the wearer actually press the button. The biggest reason to not push the button? “I don’t want my kids to move me out of my home.”

What if Alexa could identify a fall and ask if you need help? Alfred described to me how he manages to keep track of his 100-year old mother who lives alone 6 miles from the nearest neighbor. He installed a Smart Water Assistant called Phyn designed to notify you in the case of a water leak. Because it knows which faucet or toilets water is going to, he can “see” that his mom is up in the morning, making dinner, getting ready for bed. etc. Without being invasive, they are both comfortable with the level of monitoring it gives them.

When I asked about privacy, Alfred suggested that having all of our health data in one place would be beneficial in terms of individual treatment but also in terms of the opportunity to look at the data and learn from it on a population level. You can listen to the podcast for a detailed example using AI to identify distinct groups of diabetics for whom the outcomes with respect to exercise were significantly different. He makes the point that your credit information can be equally damaging as your health data. But we allow access to it (with qualification) through credit bureaus. It’s an example where the individual owns their data, but it is held somewhere else.

What are your thoughts on remote monitoring for keeping track of loved ones’ health? Let me know in the comments.

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Raman Sehgal shared his journey to becoming an agency owner, the value of a niche and what good clients look like.

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Tom Fox thinks podcasts are a great way to teach people about compliance. And he's right.

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Bonni Scepkowski wants you to build relationships, not look at spreadsheets. Here's how to keep your attendees engaged.

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Jennifer Andrews explains the importance of personal branding for scientists and offers a strategy for developing your personal brand.

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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.

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Adrienne Leussa is the host of Africa Biotech Conversations. We chatted about podcasting and what's happening in the African biotech community.

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Chris Cullman shares his thoughts on customer experience, data and attribution, and opportunities to have physicians reach out to you.

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Renee Connolly describes some best practices in corporate communications in the context of Diversity, Equity and Inclusion at Merck KGAa, Darmstadt, Germany.

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At BIO2024, I spoke Sam Clark, CEO and founder of Terran Biosciences, about their development of new long-duration dosage forms for the treatment of schizophrenia . We discussed the development of prodrugs, the potential of psychedelics, and the journey of founding a biotech company.

The Genesis of Terran Biosciences

Sam's journey into biotech was personal. Growing up around friends and family members with severe mental illnesses like bipolar disorder and Alzheimer's disease, he saw the limitations of existing treatments. Through his studies at MIT and Columbia, he recognized the slow pace of development and the significant side effects of available medications. Existing treatments for mental illnesses have many unpleasant side effects from cause weight gain to Parkinsonian symptoms and hormonal disruptions. All of that led to his decision to found Terran Biosciences hoping to transform the standard of care.

Terran's Pipeline

Terran's lead asset, TerXT, is a novel combination of prodrugs of xanomeline and trospium, compounds that have been around for a long time, but with less than ideal pharmacokinetics. They also have Idazoxan XR, an adjunctive treatment for schizophrenia, and several new forms of psychedelics like psilocybin and MDMA with differentiated pharmacokinetics aimed at making these treatments more accessible and affordable.

Sam explained the significance of prodrugs in their approach. Unlike simple reformulations, prodrugs are entirely new compounds created by attaching a side chain to the original molecule. This attachment improves pharmacokinetics, allowing for more effective absorption and longer-lasting effects. For example, the older compounds xanomeline and trospium, which need to be taken twice daily, have been modified into prodrugs that can be administered once daily or as long-acting injectables with multi-month durations. This innovation not only simplifies the regimen for patients but also leverages the FDA's accelerated 505(b)(2) pathway, potentially bringing these new treatments to market faster.

Overcoming Development Challenges

Creating effective prodrugs is no small task. Sam described the extensive process, involving a team of world experts and over 200 FTE chemists working tirelessly. They designed over 10,000 prodrugs, synthesized 700, and conducted 500 preclinical studies to refine their approach. This massive undertaking, though challenging, has led to promising results.

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The Potential of Psychedelics

I also wanted to explore psychedelics, a field that has generated significant interest in recent years. Terran is developing new forms of MDMA, psilocybin, and 5-MeO-DMT, aiming to improve their pharmacokinetics and make these treatments more accessible. Sam highlighted MDMA's potential, currently under FDA review for treating PTSD, with a decision expected soon. (Right after we spoke, the FDA advisory panel recommended rejecting approval for MDMA. The decision has not been made yet.) By creating new forms and leveraging the 505(b)(2) pathway, Terran aims to overcome patent barriers and ensure these treatments are affordable.

Insights into Brain Function

I am particularly curious about anything we can learn about neurobiology from studies around these therapeutic compounds and psychedelics. Here is the challenge: Psychedelics, for example, act on multiple receptors. Teasing out different pathways in the brain is complicated. Functional MRI studies of people undergoing psychedelic trips show reproducible changes in brain pathways, suggesting potential mechanisms but the circuitry is complicated. There are no simple answers yet.

The Journey of a First-Time Founder

I asked Sam about his experience as a first-time founder. Terran's success is in large part due to its corporate structure, modeled after fast-moving Silicon Valley companies. By avoiding traditional hierarchical structures and instead utilizing a flat organization with world experts leading sub-teams, Terran has managed to solve complex problems efficiently.

Team building has been essential to Terran's achievements. Sam's approach involves creating specialized teams for different facets of a problem, ensuring a comprehensive and collaborative effort.

“Workflows” for the Win

I have seen a pattern in several interviews recently. Changing a process can have as big of an effect on solving a problem (and creating success for a company) as developing a new product. In this case, it’s a bit of both. The problem being solved by TerXT is the patient regimen. Prodrugs with longer-duration pharmacokinetics make adherence easier for the patient. At the same time, I appreciate the enormous amount of development effort that went into creating those prodrugs. A different approach to assembling teams and managing them is also a significant change in the workflow that will have an impact.

Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website.

If you appreciate this content, you likely know someone else who will appreciate it too. Please share it with them.

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Hemal Somaiya describes using AI to message physicians at the right moment for their patients.

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Frank Dolan talks about the value of disease state education for a company pre-launch in terms of providers, patients and payors.

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Justine Dees talks about sharing her knowledge and love of science to become a blogger and content marketer for life science companies.

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Dan Chichester talks about transitioning from comic book writer to healthcare marketer, building trust with partners and creating a positive vision for the future.

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Bob Lempke talks about ways sales people can engage and build relationships with customers in a world changed by Covid.

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Maaria Ginai describes her transition from scientist to agency owner via YouTube and tech transfer.

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Mark Stiving talks about optimizing pricing by knowing the value of your products and different pricing models that may increase profits.

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Susan Nemetz talk about the benefits of reverse mentoring (learning from younger employees).

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Jason Scharf talks about how planning for long tail events can present opportunities for competitive advantage even in the absence of the event.

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Mark talks about the value props for buyers and sellers as well as tailoring them for resistant customers.

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In this episode, recorded at BIO2024 in San Diego, I had the pleasure of speaking with Martin Brenner, the CEO and CSO of iBio. Our focus was the challenges and innovations in developing antibody-based therapeutics, particularly through their AI-driven discovery platform. Martin shared his insights into the current landscape and future directions of antibody therapies, touching on key aspects such as target selection, engineering challenges, and the role of AI in optimizing therapeutic antibodies.

The Challenges of Developing Antibody Therapies

Antibodies have revolutionized therapeutic approaches over the past two decades, with numerous successful drugs already approved. However, as Martin pointed out, we've now picked much of the low-hanging fruit. The target space is becoming increasingly complex, with most approved antibodies focusing on a small set of targets. For instance, about 40% of all approved antibodies target PD-1. While anyone can now develop a PD-1 antibody, the real challenge lies in identifying and effectively targeting novel, more complex antigens.

Another significant challenge Martin highlighted is improving the safety and therapeutic window of antibodies. Highly potent antibodies, particularly in oncology, can cause severe side effects. Enhancing the safety profile while maintaining efficacy is a critical area of ongoing research.

Potency vs. Therapeutic Effectiveness

It turns out that the best-binding antibody isn't always the most effective therapeutic. For example, in bispecific molecules, where one arm binds to a tumor cell and the other to an immune cell, the tightest binding isn't always ideal. Overstimulation can lead to cytokine release and toxicity. Instead, finding the right balance in binding characteristics is crucial to avoid adverse effects.

Traditionally, the goal was to find an antibody that binds quickly and stays bound indefinitely. However, this might not always be the best approach. Understanding on and off rates of antibodies is important for delivering the desired response. Novel technologies now allow us to screen for these characteristics early, optimizing therapeutic effectiveness and safety.

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iBio's AI-Driven Platform

iBio focuses on generating small, high-dimensional data sets to train their models. Their technology starts with an epitope steering engine, which creates engineered epitopes that precisely reflect the surface of target proteins. This innovative approach allows for targeted antibody development, even against challenging targets.

For example, iBio can create PD-1 agonists that activate receptors instead of merely blocking them. This capability opens up a new realm of possibilities in antibody therapies, particularly for complex and hard-to-target proteins.

Discovering New Biology Through Targeting

One of the most exciting parts of our conversation was discussing how iBio's platform not only targets known regions of proteins but also helps uncover new biological functions. By addressing the entire protein surface with engineered epitopes and screening them, iBio can identify antibodies that reveal new aspects of a protein's role. This approach not only enhances therapeutic development but also contributes to our broader understanding of biology.

Smart Antibodies and Masking

Martin explained their concept of smart antibodies, which are designed to be inactive until they reach the disease tissue, like a pro-drug. This masking technique, particularly useful in tumor biology, involves connecting a mask to the antibody with a linker that is cleaved off by enzymes in the tumor environment. This method allows for higher precision in targeting and reduces side effects by ensuring the antibody is only active in the intended tissue.

For example, targeting the epidermal growth factor receptor (EGFR) can be problematic due to its expression in the skin, leading to side effects. Using a masking approach, iBio can target EGFR in tumors while minimizing impact on the skin, potentially allowing for higher dosing and improved efficacy.

Optimization and Rapid Development

iBio's approach to optimization sets them apart. Traditional methods like phage display create large libraries of molecules but require significant time to identify and develop drug-like characteristics. In contrast, iBio uses machine learning to create localized diversity in a smaller, more manageable library. This method mimics the diversity of large libraries while maintaining high developability, drastically reducing optimization time from months to weeks.

Focus Areas and Future Directions

I asked Martin about what areas they are focused on with their pipeline. iBio is currently focusing on cardiometabolic and immuno-oncology areas. Their preclinical pipeline includes promising targets in immuno-oncology, with plans to partner these developments strategically. Additionally, Martin's background in diabetes and obesity research has driven their pivot into cardiometabolic diseases, aiming to develop drugs for those indications that avoid muscle and bone loss, crucial for the aging population.

Other molecules, single chain antibodies from sharks or human heavy chain alone may eventually form the basis of new therapies for more complex targets.

For me, the attraction of this approach is the broader look at the target molecules to survey all the possibilities beyond developing a small molecule that fits in a binding site and the benefit of everything we learn about biology that may lead to new discoveries in the future.

Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website.

If you appreciate this content, you likely know someone else who will appreciate it also. Please share it with them.

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Max Paluszynski talks about the challenges of creating a unified campaign and managing groups that are not direct reports.

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Rachel shares tips on optimizing your profile, connecting and what type of content to share.

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Darren Alvares discusses the results of a ResearchGate survey of scientist purchasing behavior and the impact of COVID 19.

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Steve Kulisch describes the steps he took from undergraduate science degree to GM at Fluidigm.

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Lori Dowd explains that successful virtual events require a different mix of content to keep the audience engaged.

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Amy Duncan explains the purpose of a competitive audit for your marketing and what goes into it.

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Matt Benson describes how content marketing is differentiating his company in an industry (lab furnishings) where relationships, dealer networks and trade shows have dominated.

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Frank Dolan talks about the challenges of launching your first product at the same time you are launching your company as a commercial entity. There is an opportunity to establish relationships and build a brand before that happens.

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Matthew Ray Scott talks about how marketers and doctors can take advantage of LinkedIn to grow their business.

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Dodi Axelson explains how Cytiva (formerly GE Healthcare Life Sciences) thinks about heir podcast.

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In this episode of CC Life Science, I had the pleasure of hosting Neil Spooner, the founder and chair of the Patient-Centric Sampling Interest Group (PCSIG). Neil shared his insights into patient-centric sampling and its potential to revolutionize healthcare and clinical trials.

Introduction to Patient-Centric Sampling

Neil began by explaining the concept of patient-centric sampling, which prioritizes the patient's needs over traditional methods that often inconvenience them. Traditional methods like venous phlebotomy or standard urine collection are designed with the analytical labs, clinicians, and logistical chains in mind rather than the patients. For patients, that means they have to have to take time out of their day, possibly missing work or school, to visit a clinic for sampling.

This is an added burden for patients, particularly those with chronic conditions requiring frequent testing. I shared the example of a family member, who had leukemia and needed to visit the hospital twice a week for tests. This was a significant strain not only on her but also on family members. Neil explained that patient-centric sampling offers a more convenient alternative, allowing samples to be collected at a time and place that suits the patient, whether at home or any other location.

Benefits for Clinical Trials and Healthcare

I was curious about what this approach would mean for clinical trials and healthcare. Neil pointed out that easier and more flexible sampling methods could improve patient recruitment and retention in clinical trials. It could also help gather data that is currently difficult to obtain, such as samples taken during a clinical event like a migraine. This approach not only enhances data collection but also broadens the patient pool to include those who might otherwise find it difficult to participate due to geographical or physical constraints.

Current Research and Stakeholder Engagement

Bring this concept to life isn’t just about workflows and analytical science. Marketing plays a big role as well. And I don’t just mean promotion. I mean understanding the needs of everyone involved. Neil explained that the PCSIG is actively engaging with various stakeholders to understand their concerns and benefits regarding patient-centric sampling. They are doing market research to identify key stakeholders in different use cases, such as clinical trials, therapeutic drug monitoring, diagnostics, and drug testing in sports. By having conversations with these groups, PCSIG aims to educate and address their concerns while identifying potential benefits and gaps in the current system.

Addressing the Resistance to Change

One of the significant challenges discussed was the resistance to change within the healthcare and clinical trial sectors. Neil ponted out the importance of finding passionate individuals within organizations who can champion the adoption of new sampling methods. These individuals need the support of their superiors and a network of like-minded professionals to overcome the inevitable hurdles that come with implementing new technologies.

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Technological and Logistical Innovations

We spent a little bit of time discussing sample formats and logistics. Currently labs doing routine analyses operate large analyzers that are set up for huge volumes of a standard set of tubes. Neil provided insights into the technological and logistical innovations required for patient-centric sampling. He mentioned various devices that can collect blood samples through finger pricks or from other body parts like the arm or thigh, often producing dried samples that can be mailed to labs. The COVID-19 pandemic demonstrated the feasibility of such home-based testing, showing that logistical systems can adapt to handle new sampling methods.

Impact on Drug Testing in Sports

I was surprised to hear about the application of patient-centric sampling in drug testing for sports. Chain of custody is crucial here to ensure the integrity of the samples. Neil explained that while athletes would still need to be witnessed during sample collection, blood sampling could be a more comfortable and less invasive (in terms of witnessing) option compared to urine sampling. Ultimately it’s likely to be complementary to urine testing. It does bring benefits for the athlete. It can make ongoing monitoring more practical for providing valuable data for athletes' training and health.

Sponsorship and Future Plans

Finally, we touched on the PCSIG's funding and sponsorship. Neil explained that the organization aims to keep sponsorship levels low to encourage broad participation, including startups and companies from less affluent regions ensuring that no one sponsor has outsized influence on the direction of the group. Sponsors benefit from visibility on PCSIG's platforms and involvement in the sponsors' advisory group, which helps shape the group's activities. Sponsors recently voted on nine proposed activities, and the top two priorities would soon be announced.

Reducing the burden on patients needing frequent testing alone makes this effort worthwhile in my opinion. The benefits for recruitment and retention in clinical trials and drug/health monitoring in sports are icing on the cake.

Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website.

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Owen Swift explains what a sales agent is and the advantages for both the company and the individual. He also describes the scenarios where this model makes the most sense.

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Kelly Grover talks about when marketing to scientists is different from marketing to consumers and when it's not.

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Hamish Mackenzie talks about positioning strategies and the one position that is often overlooked because it seems obvious.

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Hans Kaspersetz describes a data driven approach to creating content that Google sees as authoritative and meets your audience needs.

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Frank Dolan talks about driving innovation in how products are brought to market in the life sciences along with restoring trust in the biotech/pharma industry.

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Lemar Ashhar describes how he finds prospects and develops relationships on LinkedIn using content.

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Leslie Loveless describes what life science companies are looking for and how it has changed in the last few years.

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David and I discuss what content is appropriate and how to produce it.

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Andy Bertera describes the culture at NEB and how it influences their marketing tactics.

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Liz Ingle Explains how to make sure your marketing strategy matches your business strategy and how to avoid or overcome a disconnect.

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David Ormesher, the CEO of CGLife, and I had a conversation about communicating science broadly to the public and within the scientific community. David went immediately to the power of storytelling in making science approachable. He highlighted the hero’s journey, the narrative arc used in literature and film, as a powerful tool to engage various audiences, whether they are scientists, physicians, patients, or the general public.

That narrative of the hero’s journey applies to patients and caregivers as well as scientist looking for breakthroughs. Not only can it help demystify science but it can also create emotional connections that make complex scientific concepts more relatable and engaging for the general public.

I think it’s important for society to understand and appreciate the work of scientists as well as understand how science is done especially when the details might not seem immediately relevant to them. By highlighting the human element and the persistence required in scientific exploration, we can help the public understand that scientists are ordinary people with an extraordinary commitment to solving complex problems. This can shift the public perception from seeing science as something inaccessible to recognizing it as a collective effort aimed at improving lives as well as simply appreciating the universe we live in.

What does this mean for life science marketers? David gave us a complete primer on the journey of a new medical product from inception to market launch. I was roughly aware of the roles various teams play in bringing a new drug to market. He covered the spectrum and filled in the details for me. Market insight, brand development, and market shaping involves understanding the needs of both physicians and patients, conducting extensive research, and building awareness through unbranded communications. As has come up several times over the years on this podcast, the importance of early engagement with healthcare professionals and patients before a product is approved can not be overstated. It helps ensure that by the time a drug is approved, there is demand and a well-informed audience.

It's that ability to personalize content that is also key. And this is where not only the agencies of the future that we need to help shepherd these products from clinical development through approval, launch and growth, they need to understand the science. They also need to understand that digital component of targeting, segmentation, (and) personalization.

Data and analytics play a critical role in this process. By capturing and analyzing data from the early stages, companies can refine their marketing strategies, personalize content, and measure the effectiveness of their campaigns. This data-driven approach ensures that the communication is relevant and impactful, reaching the right audience with the right message at the right time.

One aspect I found particularly interesting was the preparation for day zero – the day the FDA approves a new drug. David described having all the marketing materials ready, including a “day one” website and direct email marketing. At the same time, a launch team needs to be prepared to very quickly make any changes required for labeling, etc. when the approval comes along.

Finally, we touched on the challenges of educating physicians about the latest medical advancements. For a doctor who completed medical school 20 years ago, and has been seeing patients all day every day, keeping up to date is near impossible. Highly targeted communications including bite-sized, relevant, and easily accessible content, such as short video interviews and 3D animations can help physicians keep up with the latest developments.

As marketers, there is plenty of work to be done to keep both the public and people in the healthcare sector educated on the value of the science being done, ultimately helping patients find the treatments they need.

Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website.

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I met Chris Walker, CEO of Refine Labs, through this LinkedIn post. I liked his take on long form content (surprise!) and asked him to join me on the podcast. He advocates an audience first …

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For most life science companies, I'm pretty sure the event budget makes up the biggest fraction of the total marcom budget. Sometimes it's over half. If you are producing or hosting the event, such as …

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Successful marketing is based on strong branding and positioning. Then your creative communications must tie back to your strategy. Patricia Malone of Freshblood Group explains why it's important …

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