What began in 2008 as a monthly series of white papers extended into a full-length book. On the heels of its release last month, our CEO David Chapin will present “Learn How to Improve Your Life Science Marketing,” hosted by the North Carolina Center of Innovation Network (NC COIN) on January 28. Click here to register for the event.
Making the Complex Compelling: Creating High-Performance Marketing in the Life Sciences is available on Amazon. The book helps life science investors, researchers, and business development and sales executives better engage their audiences and increase sales and margins. It introduces readers to a clear, step-by-step process for defining their unique value, establishing a strategic position, and clearly articulating the benefits of their product or service. When this position is effectively and consistently translated across all of an organization’s marketing, sales and PR touchpoints, it becomes the foundation for compelling differentiation and increased audience engagement. Click here to read a sample chapter!
“The life sciences market is both deep and broad, and much of it is regulated – meaning regulatory agencies have some control over what can and can’t be claimed about a therapy, technology, or methodology,” said Chapin. “To avoid scrutiny, too much life science marketing makes general claims that go unnoticed in this very crowded sector. High-performance marketing begins with knowing what you stand for, how to clarify your position to differentiate yourself, and being bold enough to communicate it and engage your audience.”
Even before its in-print release last month by Rockbench Publishing, Making the Complex Compelling was getting high praise:
“… elevates marketing from the tactical to the strategic”
“… more than a must-read for the life sciences audience”
“Few can distill the complex down to a simple concept … David accomplishes this on an ongoing basis”
“… demystifies the marketing process for non-marketers”
“… opened my mind to how marketing should be done based on our customer’s point of view”
“… insights to develop and deliver campaigns that stick and deliver, consistently”
“… delivers ‘education, inspiration, and reassurance,’ so the reader self-identifies and sees the value”