Life, Science and Marketing – Détails, épisodes et analyse

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Life, Science and Marketing

Paul Avery

Business & Entrepreneuriat

Sciences

Fréquence : 1 épisode/35j. Total Éps: 14

Airing monthly, BioStrata CEO, Paul Avery, engages in insightful conversations with leading science marketing experts from across the globe, delving deep into their life and career story, the areas of science that inspire them, and the marketing tips and tricks they have learned along the way.

Our aim is to provide life science marketers with the perfect resource to help them navigate the ever-changing and competitive landscape of our industry. We're hoping to arm you with industry-leading perspectives, expert insights, and innovative strategies, so you can stay ahead of the curve. The right knowledge can be your secret for success - access it by listening to Life, Science and Marketing.

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Données mises à jour le 04/07/2026

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John Kennett: Orchestrating marketing harmony across teams, simplifying complex science and embracing curiosity to drive innovation

Saison 1 · Épisode 14

mardi 14 mai 2024 • Durée 41:26

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 industry
Previous companies include Medaxial, Covance, Envigo, and Labcorp
Originally studied electronics engineering and made a transition into marketing
Masters degree in psychodynamic psychotherapy

Key Discussion Points:

Enjoyment of constant innovation and progress in the life sciences industry
The importance of storytelling to make complex science understandable
Building bridges between science and marketing through curiosity and conversations
Orchestrating marketing messages across teams for clarity and harmony
Balancing business priorities while still focusing on people

Key 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."

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Haydn Boehm: Applying a scientist's curiosity to continuous marketing experimentation and the impact of AI on pharmaceutical R&D

Saison 1 · Épisode 13

mardi 9 avril 2024 • Durée 57:13

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 there
Perspectives on lead nurturing, inbound marketing, and the rise of outbound outreach
The promise and limitations of AI in drug discovery processes
Applying scientific thinking and a problem-solving mindset to marketing strategy

Key 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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Paul Kippax: Leveraging deep scientific expertise to uncover hidden customer insights and open up new marketing opportunities in life science

Saison 1 · Épisode 12

mardi 12 mars 2024 • Durée 49:57

Life, Science, and Marketing Podcast: Episode 12

Guest: Paul Kippax, Sales Operations Director at Malvern Panalytical

Paul's Background:

PhD in physical chemistry
25+ year career with Malvern Panalytical in various roles spanning product management, marketing, and sales

Key Discussion Points:

Collaborating deeply with customers to uncover hidden insights and new analysis approaches
Building cross-functional understanding between technical and commercial teams
Leveraging scientific knowledge to extract more value from analytical instruments in customer workflows
Delivering sustained value to your core customer “tribe”
Continuously experimenting to drive incremental marketing improvement

Key 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."

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George Fradley: Bringing the patient voice into marketing through empathy, storytelling, and visionary leadership

Épisode 11

mardi 13 février 2024 • Durée 45:11

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 communication
15 years at 3M Healthcare developing and marketing asthma inhalers
Now an independent marketing consultant across life sciences

Key Discussion Points:

Transitioning from scientific roles into marketing
Comparing large vs. small company experiences
Establishing credibility for visionary industry change
Using storytelling and empathy to connect with audiences
Best practices for thought leadership and content

Key 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."

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Jaleel Shujath: Applying scientific rigour to marketing through continuous experimentation, data analysis, and learning

Saison 1 · Épisode 10

mardi 9 janvier 2024 • Durée 36:45

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 experience
Over 20 years working in life science marketing at GE Healthcare, ATCC, Absorption Systems, and more
Passionate about science and discovery from an early age

Key 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 budgets
Tailoring marketing approaches to each unique company’s needs and market landscape
Using curiosity to fuel impactful messaging and innovative tactics
Networking consistently to build relationships and learn from others

Key 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."

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Regis Grenier: Unlocking internal insights to guide strategic marketing, always providing value to scientists, and building trust through genuine content

Saison 1 · Épisode 9

mardi 5 décembre 2023 • Durée 39:37

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 Tecan
Now an independent marketing consultant

Key Discussion Points:

Strategically positioning products or services in the minds of target customers
Creating content marketing that truly resonates with scientists
Tapping internal knowledge to guide sales and marketing strategy
Consistently delivering value to science-driven buyers
Building trust by leading with credible content rather than aggressive sales pitches

Key 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."

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Andrew Bertera: Combining scientific expertise with marketing and sales leadership, fostering cross-functional empathy, and keeping the customer at the centre

Saison 1 · Épisode 8

mardi 21 novembre 2023 • Durée 55:33

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 London
Started in R&D at Amersham developing molecular biology products
Now leads global marketing and sales at New England BioLabs for 14+ years

Key Discussion Points:

Making the transition from R&D to marketing roles
Taking on combined marketing and sales leadership positions
Embracing technology while still connecting with customers
The importance of customer centricity and focus for marketers
Perspectives on trade shows and maximising value
Reinvigorating existing products over their lifecycle

Key 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."

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Harrison Waid and Nick Clare: Key takeaways from a special edition episode focused on debating life science marketing vs sales

Saison 1 · Épisode 7

mercredi 8 novembre 2023 • Durée 55:55

Life, Science, and Marketing Podcast: Episode 7

Guests: Harrison Waid and Nick Clare

Harrison's Background:

Co-founder of Succession
Previously in software sales at Synthego before pivoting to biotech

Nick's Background:

Co-founder of Succession
Extensive experience in life sciences and drug discovery having worked with pharma companies
Currently Interim CBO at Definigen

Key Discussion Points:

Perception gap between marketing and sales teams
Confusion over lead qualification terminology
Marketing content often lacks value for sales teams
Importance of not distracting sales with customer issues
Strategies for marketing to gain credibility in sales-driven organisations
Benefits of RevOps function to align goals
Adopting a commercial team mentality

Key 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."

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Noah Konig: Combining psychology and marketing in life science, reaching niche expert audiences, and balancing confidence with continual learning

Saison 1 · Épisode 6

mercredi 25 octobre 2023 • Durée 38:15

Life, Science, and Marketing Podcast: Episode 6

Guest: Noah Konig, Marketing Director at PrecisionLife

Noah's Background:

Dual degree in psychology and marketing
16 years of experience in life science marketing roles
Recently named “Life Science Marketer of the Year” by SAMPS

Key Discussion Points:

Combining psychology and marketing training for a career in life science marketing
Conveying complex scientific concepts effectively
Reaching niche expert audiences like pharmaceutical R&D
Balancing confidence and imposter syndrome
The importance of immersing yourself in your audience
Blending traditional and digital marketing tactics

Key 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."

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Chris Thorne: The importance of proactive networking, conveying science effectively, and overcoming common obstacles in life science marketing

Saison 1 · Épisode 5

mardi 10 octobre 2023 • Durée 47:52

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 Liverpool
Worked in R&D, operations, and marketing roles at biotech startups like Horizon Discovery
Experience spanning scientific research, startups, and product marketing

Key Discussion Points:

Importance of proactive networking and relationship-building throughout your career
Conveying complex scientific concepts clearly and telling compelling stories
Overcoming common marketing obstacles like budget constraints and short attention spans
Taking calculated risks with bold, differentiated messaging to stand out
Tracking marketing impact with tools while accepting some attribution uncertainty

Key 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."

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Life, Science and Marketing – Détails, épisodes et analyse

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