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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
• 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.
- Sales Rank: #833596 in eBooks
- Published on: 2015-04-05
- Released on: 2015-04-05
- Format: Kindle eBook
Review
Making the Complex Compelling�is more than a must-read for the life science audience--this current and forward-looking instructional guide to life science marketing should be a classic, marked-up, dog-eared reference in the libraries of life science executives for years to come. --Kathy Meserve, Partner, Technology Commercialization Group, LLC
Too often life science marketing lives at the level of the trade show. In this book David Chapin elevates marketing from the tactical to the strategic, offering a structured and concise pathway to follow. The reader emerges upskilled and eager to get to work. --Nick�Thornton, Chairman, Chiltern, Geneva, Switzerland
This book splendidly achieves its title. It is rare that a book on marketing leaves the reader feeling empowered and encouraged to immediately get started on the common-sense principles outlined here. It is rarer still that a book on life science marketing is actually a page turner - enjoyable to read, thought provoking and a definite call-to-action for all of us who have products or services to sell! The book is scaffolded with the rigor of a scientist but full of flourishes gained from decades in commerce. If you just want to read one--and only one--book to make your products or services more desirable, congratulations...you are holding it. --Miles C. Wright, Chief Executive Officer, Xanofi
Too often life science marketing lives at the level of the trade show. In this book David Chapin elevates marketing from the tactical to the strategic, offering a structured and concise pathway to follow. The reader emerges upskilled and eager to get to work. --Nick�Thornton, Chairman, Chiltern, Geneva, Switzerland
This book splendidly achieves its title. It is rare that a book on marketing leaves the reader feeling empowered and encouraged to immediately get started on the common-sense principles outlined here. It is rarer still that a book on life science marketing is actually a page turner - enjoyable to read, thought provoking and a definite call-to-action for all of us who have products or services to sell! The book is scaffolded with the rigor of a scientist but full of flourishes gained from decades in commerce. If you just want to read one--and only one--book to make your products or services more desirable, congratulations...you are holding it. --Miles C. Wright, Chief Executive Officer, Xanofi
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.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Keep it within reach on your desk
By David Shifrin
If you are involved in any aspect of commercial life sciences, put this book at the top of your reading list. It is a clear and succinct – yet comprehensive – look at both the strategy and tactics necessary for effective marketing in the life sciences. Forma was kind enough to provide me with an early copy of the book (we otherwise have no relationship), and it has already been significant in affecting how I approach my work.
The process Chapin has developed over the past two decades and describes in the book for developing a marketing strategy is highly reproducible but in no way formulaic. Indeed, the author's underlying theme to developing an effective marketing plan is the need for an extreme level of customization that a marketer at any given company will have to do based on that company’s personality (Chapin and Forma focus heavily on corporate archetypes), message, product, and audience. And as he lays out key steps to developing an effective strategy, as well as the tactics to execute it, Chapin provides tools for each component of the process.
It’s worth noting that this book should be considered a handbook rather than a deep analysis of marketing theory. The author grounds his ideas in frequently-referenced research, such as studies on archetypes and the buying process, but does not take up space rehashing the academic details. Thus, it appears that Chapin designed the book to be a often-used tool rather than an occasionally-referenced textbook, and in this he has succeeded. Put another way the whole thing is written with the title in mind, as complex marketing ideas are presented in ways that are easily read and processed.
Because the book is written in a relatively formal (but still very accessible) style, Chapin's occasional light-hearted comments caught me a bit off guard. They didn't affect the content; however, it was interesting that in a text focused so heavily on picking an archetype and a consistent voice and sticking with them, the author would briefly switch into what seemed like something different.
One very minor note that just goes to show the pace of change in the digital marketing world: Chapin has a sentence about the value of signing up for Google Authorship, which went defunct in the middle of 2014, likely during the book’s production process. The bigger lesson, which should probably be obvious anyway, is that while any discussion of tactics is helpful, they change so quickly that the real value is in the overarching strategic process.
I do work similar to that of Forma but on a much smaller scale. Making the Complex Compelling was, and will continue to be, incredibly helpful for me not only in thinking about new ways to help my clients but also to refine my own position and brand story. Do yourself a big favor and grab a copy. It will find a prominent place within reach on your desk.
2 of 2 people found the following review helpful.
Very very helpful and well written
By Christian Presley
This book does an excellent job of helping one learn to mentally untangle an idea and find ways to express it. In any industry, but especially for us in the sciences, we have a language to describe ourselves that has accumulated over some time. It is very difficult to tell that story to our customers, partners, and investors in any reasonable time frame.. and even when our descriptions are quite accurate.. they may not be very interesting. The principles and techniques outlined here really help with that. I highly recommend this book to anyone involved in making decisions about marketing and branding in the life sciences, but I would also recommend it to any one engaging developing start-ups or other business development as a way to make sure you can clearly express what you are trying to achieve.
1 of 1 people found the following review helpful.
A Must Read for Life Science Marketing
By Swimfast
If you are involved in marketing the life sciences this is a must read. It is a clarion wake up call. Chapin lays out clearly the importance of choosing a brand story or position that defines your company to your customers, from investors to product purchasers (and internally to your company also.) To be effective a position must be clear, unique, authentic, sustainable, important, believable and compelling. He examines the all to common pit falls in life sciences marketing. The book is a step by step guide to effective marketing, more a reference book than a light "a couple of good ideas" read. Chapin explains how important it is to pick a brand story, how difficult it is, how careful you must be, how great the benefits in doing it correctly and how large the loss if you don't. Read the book, do what it says and your company will benefit.
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