The Science Marketer – Details, episodes & analysis

Welcome to The Science Marketer podcast! In this new show, I’ll be having conversations with the marketers, communicators, and entrepreneurs who are shaping the future of science-driven companies.

If you're new here, my name is Joachim. I’m the founder of The Science Marketer newsletter and host of this new podcast. Over the last ten years, I built one of the leading media company in the biotech industry, and now I’m sharing everything I’ve learned to help you market and communicate your science more effectively.

So whether you’re curious about how communicators make complex technology sound simple, or how science marketers use social media to find new customers, this podcast is for you and I hope you'll find insights that are valuable to your work.

Subscribe now so you don't miss the first episode.

And if you’re interested in my newsletter, which goes out every Tuesday, you can visit thesciencemarketer.com 

I’ll see you soon for my first interview!

In this conversation, Sheldon Zhai, founder of Supreme Optimization, shares how he landed his first clients, scaled his business, and navigated the challenges of building a high-growth agency. We also dive into his recent acquisitions, his vision for AI in life sciences marketing, and his approach to hiring top-tier talent—including why he insists on hiring PhD-level scientists as marketers. If you're thinking of starting your own life sciences marketing agency, Sheldon has some blunt, no-nonsense advice on what it really takes to succeed.

In this episode:
00:00 How Supreme Optimization started
03:21 Finding your first client as an agency
05:32 Common challenges for early-stage agencies
08:05 Key milestones in the growth of Supreme Optimization
10:13 Building a team of scientific marketers
12:33 Scaling up the agency through a strategic investment
17:06 Acquiring and integrating other agencies to scale up
19:36 Lessons learned from six acquisitions in two years
22:03 Scaling up your agency culture
25:33 The role of AI in science marketing
29:01 The future of Supreme Optimization
30:07 Advice for aspiring marketing agency owners
32:20 Book recommendation for marketing agencies

Books recommended by Sheldon:
- Who: The A Method for Hiring, by Geoff Smart
- The Win Without Pitching Manifesto, by Blair Enns

To connect with Sheldon:
- LinkedIn
- Supreme Optimization

To connect with Joachim Eeckhout, host of the podcast:
- LinkedIn
- Contact form

>>>Subscribe to The Science Marketer newsletter <<<

In this episode, I speak with Allison Satterfield, founder and creative director of Particle 31, about the intricacies of branding and logo design in the biotech industry. We discuss the challenges of creating a memorable brand name, the importance of storytelling in branding, and the specific processes involved in developing a branding strategy for biotech companies. Allison shares insights on common mistakes made by startups, the significance of owning intellectual property for logos, and how branding evolves as companies grow. The conversation also highlights effective logo design principles and the impact of brand archetypes in biotech branding.

In this episode, you'll learn:

00:00 The story behind Particle31

04:18 The challenges of naming a biotech startup

07:40 How to create a branding strategy

11:30 Common brand archetypes in biotech

14:13 What makes a good biotech logo

15:11 How to future-proof your branding

19:35 The importance of brand storytelling

21:13 Common branding mistakes in biotech

22:49 Branding on a limited budget

26:15 Evolving your brand strategy as you scale up

28:28 The one key branding advice for biotech founders

30:08 Recommended resources for branding

Books recommended by Allison:

• Simply Put by Ben Guttmann
• Building a Story Brand, by Donald Miller

Other resources mentioned:

• Founder Playlist’s library of templates

To connect with Allison Satterfied:

• Particle31’s website
• LinkedIn

To connect with Joachim Eeckhout, host of the podcast:

• LinkedIn
• Contact form

>>>Subscribe to The Science Marketer newsletter <<<

Benjamin McLeod discusses the nuances of ghostwriting in the biotech sector, particularly on LinkedIn. He shares insights on building personal brands, the importance of providing value through content, and how using social media can increase the efficiency of attending conferences.

In this episode, you'll learn:
00:00 Introduction to Benjamin McLeod and his background
05:54 The journey to founding Convey Bio
06:54 Understanding the ghostwriting process
13:46 The power of LinkedIn for biotech executives
18:39 Maximizing ROI from biotech conferences
22:21 Building a personal brand on LinkedIn
26:16 Future plans for ConveyBio
27:17 Advice for starting on LinkedIn
30:07 Recommended reading for science marketers

Book recommended by Benjamin: Influence: Science and Practice, by Robert Cialdini

To connect with Benjamin McLeod: LinkedIn

To connect with Joachim Eeckhout, host of the podcast:
- LinkedIn
- Contact form

>>> Subscribe to The Science Marketer newsletter <<<

Seasoned science communicator Kat Arney discusses the concept of thought leadership in science, how any organization can get started, the importance of content consistency, how to make scientific content engaging, and the role of AI in thought leadership.

In this episode, you'll learn:

01:16 Understanding thought leadership in science communication
05:22 The process for getting started with thought leadership
09:50 How to overcome the challenges of thought leadership
14:31 Defining your niche and audience
20:52 Measuring success in thought leadership
26:21 How Kat helped ERS Genomics become a thought leader in the CRISPR space
30:16 The use of AI in thought leadership
33:56 Recommended reads for science communication

Books recommended by Kat:
- Daughter of Family G: A Memoir of Cancer Genes, Love and Fate Hardcover by Ami McKay
- Bad Blood: Secrets and Lies in a Silicon Valley Startup Hardcover by John Carreyrou
- Houston, We Have a Narrative: Why Science Needs Story Paperback by Randy Olson
- The Narrative Gym: Introducing the ABT Framework For Messaging and Communication by Randy Olson
- Storynomics: Story-Driven Marketing in the Post-Advertising World Hardcover by Robert Mckee and Tom Gerace
- Story: Style, Structure, Substance, and the Principles of Screenwriting by Robert McKee

To connect with Kat Arney:
- LinkedIn
- First Create The Media

To connect with Joachim Eeckhout, host of the podcast:
- LinkedIn
- Contact form

>>> Subscribe to The Science Marketer newsletter <<<

Micha Breakstone, CEO of Somite.ai, discusses how a single article in Forbes helped Somite to raise $5 million without having to chase investors, why branding Somite as a TechBio, rather than a Biotech, has helped to reduce the perceived risk for investors, and why early-stage science companies should focus their marketing efforts on specific objectives, like securing funding, attracting talent, or establishing partnerships.

In this episode, you'll learn:

02:13 The vision behind Somite.ai
04:18 Timing and strategy for launching Somite.ai
06:45 TechBio vs. Biotech: Understanding the difference
08:59 Partnership models in AI and Biotech
09:58 Creating a digital twin of a human embryo
12:00 Communication strategies for investors
14:09 Leveraging your scientific founders
16:27 Navigating the biotech landscape
17:58 Marketing strategies in science
20:38 Operational excellence and strategy
23:23 Commercialization models in TechBio
23:46 Marketing advice for science startups
26:03 Book recommendations for science communicators

Notes and references:
- The article from Forbes: This Startup Wants To Be OpenAI Of Stem Cell Therapy, Targets $250B Market
- Book recommendation: The Song of the Cell by Siddhartha Mukherjee

To connect with Micha Breakstone:
- LinkedIn

- Somate.ai

To connect with Joachim Eeckhout, host of the podcast:
- LinkedIn
- Contact form

>>> Subscribe to The Science Marketer newsletter <<<

In this conversation, Dan Sheridan shares his journey from a PhD student to a successful freelance medical writer and agency owner. He discusses the importance of expertise over marketing, strategies for pricing, and the organic growth of his agency. Dan emphasizes the significance of building long-term client relationships and managing expectations effectively. He also explores the role of AI in medical writing, highlighting the value of human expertise in a field that requires deep scientific understanding. 

📌 Here's what we cover in this episode:

00:00 Starting out as a freelancer during a PhD
09:42 Transitioning from freelancer to agency owner
16:36 Avoiding the race to the bottom when it comes to pricing
18:58 Scaling an agency while staying lean
23:39 Finding clients and building reputation as an agency
28:06 Navigating difficult client situations
30:42 The need for high-value content in life sciences
32:38 The role of AI in medical writing
35:31 Recommended resources for agency success

🧰 AI tool mentioned: Causaly (https://www.causaly.com)

📖 Book recommended: The Seven Figure Agency Roadmap by Josh Nelson

🤝 To connect with Dan:

• LinkedIn (https://www.linkedin.com/in/dansheridan01/)
• Co-Labb (https://www.co-labb.co.uk/)

🎤 To connect with Joachim Eeckhout, host of the podcast:

• LinkedIn (https://www.linkedin.com/in/joachimeeckhout/)
• Contact form (https://www.thesciencemarketer.com/contact/)

✅ Subscribe to The Science Marketer newsletter: https://www.thesciencemarketer.com/

What does it take to scale biotech communications from a small startup to a successful IPO? In this episode, I sit down with Ariel Kramer, Founder of Klover Communications and former Chief Communications Officer at BICO, to break it all down. Ariel shares what she learned while helping BICO grow from just a few employees to a publicly traded company—covering the biggest communication challenges, PR mistakes to avoid, and why storytelling is key in biotech marketing. We also dive into what it means to become a trusted industry resource, the differences between in-house and agency life, and how to build a career in life sciences communication.

In this episode, you'll learn:
00:00 Introduction
01:24 The communication challenges of a bioprinting startup
04:42 How an IPO impacts communication
07:38 Creating an educational hub in biotech
12:51 The danger of false promises in science communication
15:43 Navigating the data drought in life sciences
19:56 Misconceptions about PR in scientific startups
22:49 Understanding the realities of PR guarantees
28:17 Building a career in science communication
31:58 Comparing in-house and agency communication roles
35:02 Resources for aspiring science communicators

Companies mentioned:

• BICO
• Every Cure

References:

• Article from STAT on AI biotech companies
• Ticket to Biotech

To connect with Ariel:

• LinkedIn
• Klover Communications

To connect with Joachim Eeckhout, host of the podcast:

• LinkedIn
• Contact form

>>> Subscribe to The Science Marketer newsletter <<<

Podcasting has exploded in popularity across B2C industries, but in B2B marketing, its potential remains underutilized and misunderstood. Too often, companies launch a podcast, produce a handful of episodes, and then abandon it when the download numbers don’t skyrocket overnight.

So, how can B2B companies, especially in niche industries like life sciences, make podcasting a powerful tool for thought leadership, relationship-building, and even lead generation?

To answer that, I’m joined by Jason Bradwell, founder of B2B Better and a specialist in helping companies turn podcasts into a real business asset. With over a decade of experience in B2B marketing, Jason has worked across multiple industries, refining strategies that make content not just engaging, but commercially valuable.

In this episode, you'll learn:
00:00 Introduction to podcasting in B2B marketing
02:43 How to turn podcasts into a lead pipeline
06:05 Tips for branding a B2B podcast
07:33 Case study: CorrDyn's Data in Biotech podcast
09:55 How to measure podcast success in B2B
13:23 What to consider when podcasting in the scientific community
16:43 How pharma companies use podcasting for patient advocacy
19:48 Common challenges in launching a B2B podcast
22:13 How to find the right structure and format for your podcast
24:42 Promoting and growing your B2B podcast
32:11 Emerging trends in podcasting
34:07 Resources for aspiring podcasters

Book recommended by Jason: Out on the Wire by Jessica Abel

To connect with Jason Bradwell:

• LinkedIn
• B2B Better (website)
• B2B Better podcast

To connect with Joachim Eeckhout, host of the podcast:

• LinkedIn
• Contact form

>>>Subscribe to The Science Marketer newsletter <<<

In this episode, Thomas Averre, Managing Director of Tarleton Communications, discusses the critical communication strategies biotech startups must adopt to successfully navigate the fundraising landscape, particularly in overcoming the 'valley of death' between early-stage funding and Series A. He emphasizes the importance of early engagement with investors, crafting compelling narratives, and maintaining a balance between ambitious goals and realistic expectations. The conversation also covers common mistakes startups make in their presentations, the significance of a well-structured communication plan during due diligence, and the role of media in attracting investor interest.

📌 Here's what we cover in this episode:

00:00 Introduction to Tarleton Communications
02:25 Understanding the Valley of Death in Biotech
06:31 Crafting effective messaging for startups
10:10 Creating a compelling narrative for investors
13:32 Common mistakes in early-stage biotech communication
19:07 Choosing the right communication channels
22:43 Long-term strategies for building investor relationships
27:48 Key advice for biotech founders
29:37 Recommended resources for effective communication

📖 Books recommended by Thomas:

• The Choice Factory: How 25 Behavioural Biases Influence the Products We Decide to Buy, by Richard Shotton
• Ogilvy on Advertising, by David Ogilvy
• Media in Focus: Marketing Effectiveness in the Digital Era, by Les Binet and Peter Field

🤝 To connect with Thomas:

• LinkedIn (https://www.linkedin.com/in/thomas-averre/)
• Tarleton's website (https://www.tarletoncomms.com/)

🎤 To connect with Joachim Eeckhout, host of the podcast:

• LinkedIn (https://www.linkedin.com/in/joachimeeckhout/)
• Contact form (https://www.thesciencemarketer.com/contact/)

✅ Subscribe to The Science Marketer newsletter: https://www.thesciencemarketer.com/