Preparing for the New Scientific Buyer

8:45 a.m.
Welcome

8:50 a.m.

Mythbusters: Science Marketing Edition
(The Truth about Marketing to the Modern Scientist)

We’re all living in a new attention economy, and tracking behavior shifts from our target audience of scientist-buyers is our new reality. In this session, we’ll review fresh research related to what’s resonating with — and persuading — today’s buyers, and how aligning with these changes can make your organization’s marketing approach more successful.

Andrew Hanelly, Partner, Revmade

Over the course of his career, Andrew has developed and executed marketing and growth strategies for Fortune 500 brands, world-renowned publishing and broadcast companies, associations, non-profits and small businesses. He has been featured at SXSW, Content Marketing World, and in The Economist and AdAge. In 2014, Andrew received the Content Council’s inaugural Rising Star award.

Hilary Graham, Ph.D., Senior Manager, Scientific Marketing, Luminex Corporation

Hilary is a scientific storyteller and content marketing strategist. She’s fervent about understanding her customer and delighting them. Hilary is currently leading content marketing efforts for the xMAP® franchise at Luminex Corporation, a biotechnology company that provides multiplex assay solutions to the life science research and molecular diagnostic communities. Before joining Luminex she worked in a variety of commercial and technical communications roles at Syneos Health and MD Anderson Cancer Center.  Hilary holds doctorate in technical communications from Texas Tech University and a master’s degree in molecular biology from the University of Texas.

9:30 a.m.

Beyond the Beaker: Getting into the Minds of Scientists

A neuroscientist, ad agency, and custom publisher are here to show you the best ways to identify, build, and speak to your target audience. From persona building, to mapping content, our speakers will expand upon their recent webinar on neuromarketing best practices with more case studies and tips.

Moderator: Chuck Miller, President & Co-Founder, The Market Element
Jennifer Arnold, Ph.D., Founder, InnovaMap
Jeff Lee, Senior Editor, C&EN BrandLab

Jennifer Arnold, Ph.D., Founder, InnovaMap

Jennifer has a M.Sc. in pharmacology and a Ph.D. in neuroscience. She has over 20 years of experience in research and the biotechnology field. Before starting a neuromarketing firm, Jennifer worked for a biotechnology company and with an intellectual property law firm. Jennifer’s passions are strategic marketing, course creation, data analysis and all things neuroscience.

Jeff Lee, Ph.D., Senior Editor, C&EN BrandLab

Jeff is the content editor and project manager for C&EN BrandLab projects. He is a seasoned content marketer and journalist with a unique knack for creating compelling, engaging content, especially for niche B2B segments. He’s deft at defining and achieving strategic goals for clients, and he produces innovative, high-quality custom content that inspires his audiences. Jeff has served as an editor for several publications, including Architect magazine, and has more than six years of experience in content marketing.

Chuck Miller, President & Co-founder, The Market Element

Chuck Miller is President of The Market Element, a full-service digital marketing agency in Louisville, CO and Katy, TX. Chuck has 20+ years of experience in marketing and has co-founded/owned 4 start-up companies, including his most recent start-up that resulted in an acquisition by a Fortune 500 company in 2013. Chuck’s passion is inbound marketing, with a specific interest and specialty in crafting strategy and delivering measurable results for high-tech and science companies, from startups to multinationals.

10:15 a.m.

Small Group Workshop: Building Our Custom Buyer Personas

Breakout groups

Following the neuromarketing presentation, we’ll break out into groups to complete a guided activity that uncovers how to best move forward in building or revising personas for your organization. Hear how other marketers see and respond to the needs of their audiences, and get direct feedback on your buyer targets and product marketing approach.  

11:30 a.m.

Fireside Chat Keynote: The Future of Science Marketing is about Connection 

Jeffrey Whitford, Head of Corporate Responsibility and Branding, Merck KGaA

We’re living in an era of marketing transformation — with many of us managing a dramatic expansion in responsibilities and expectations. In this session, one of Merck’s top marketing executives discusses how he’s implementing a more integrated approach across his teams, giving practical advice on how to manage transformation, ways to build executive buy-in and what we can expect in the future.

Jeffrey Whitford joined Sigma-Aldrich in 2005 and since that time has served in a variety of positions including the company’s first-ever head of Global Citizenship. In his latest role, Whitford is responsible for developing and implementing strategic programs designed to enhance MilliporeSigma’s position as a global leader in green chemistry, product recycling, environmental sustainability and social responsibility.

12:15 p.m.
Networking Lunch

1:30 p.m.

Case Study: Essential Steps to Tackling a Major Rebrand

The winner of the Rebrand of the Year award reveals the behind-the-scenes preparation that helped make her company’s spin-off a brand-building opportunity. In this session, the lead architect of Ashland’s rebranding effort discusses how the company leveraged brand research, strategic personas and management support to lay the groundwork for its successful rebrand.

Carolmarie Brown, Director,
Global Marketing and Business Communications, Ashland

Carolmarie Brown is responsible for the global marketing, brand, and business communications across the Ashland enterprise (NYSE: ASH) including establishing and growing global market presence, brand image and reputation, and mobilizing the global organization around the brand.

Carolmarie holds a BS from the Roy H. Park School of Communications and a BA in English literature from Ithaca College. She volunteers as a second grade PREP teacher at Saint Anthony of Padua in Wilmington, Delaware. She has held positions on the Board of Directors for the Little Sisters of the Poor and the Delaware Humane Association. Born New York, Carolmarie resides in Delaware with her husband and twin daughters.

2:00 p.m.

Inbound Marketing: Journalism & PR Experts On Earned Media Best Practices in Scientific Storytelling

Information is currency, and relationships with trusted media brands continue to provide a platform for storytelling and audience reach. In this panel, journalists and editors discuss the stories scientists are most eager to read and share — and how your organization can continually evolve its outreach to align with this audience’s information needs.

Moderator: Chris Conner, Founder, Life Science Marketing Radio
Amanda Yarnell, Editorial Director, C&EN
John Kang, Senior Specialist, Scientific Communication, HDMZ

Chris Conner, Founder, Life Science Marketing Radio

Chris Conner helps life science brands produce podcasts to engage customers, employees and thought leaders through the magic of audio. He curates the best marketing examples from around the industry on Life Science Marketing Radio. Chris previously led global marketing communications programs for Varian, Inc., Agilent Technologies and Thermo Fisher Scientific.

Amanda Yarnell, Editorial Director, C&EN

A chemist by training and a journalist by passion, Amanda has held various writing, editing, and leadership roles at C&EN since 2001. She earned her B.A. in chemistry at Johns Hopkins and her M.S. in chemistry at MIT, where she soon discovered that as a science journalist she could merge her fascination with the power and beauty of chemistry with her long-time love of telling stories. Today she oversees C&EN editorial operations and product development from her home office in Somerville, Massachusetts.

John Kang, Senior Specialist, Scientific Communication, HDMZ

If you’re a scientific journalist, John Kang, senior scientific communications specialist at HDMZ in Chicago, likely has read your work, met you or can’t wait to meet you. As an experienced public relations professional in B2B life sciences communications, the list of people he respects and admires in the field is endless.

His goal is to have at least one candid conversation about the virtues of science, innovation and discovery with every last one of you. As a former researcher and eternal science nerd, John’s good at that. But he also values honest relationships around the topics and causes scientists are passionate about. For John, that’s essential. Because of this philosophy, he has successfully placed stories in The Atlantic, the Associated Press, The Wall Street Journal, and The Washington Post, among others.

2:45 p.m.
What We Learned: Closing Remarks

Stephanie Holland, Associate Director, C&EN

3:00 p.m. – 4:00 p.m.
Outdoor Networking Reception

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LOCATION

The Exchange Conference Center is located at 212 Northern Avenue in the Seaport District on Boston’s waterfront. The venue is a 12- 15 minute walk from the ACS National Meeting venue and local hotels.