The Art & Science of Marketing – to Scientists

8:30 a.m.
The Future Is Now:
Advertising & Marketing to a Scientific Audience

Exploring current & emerging audience trends — and creative ways that marketers are responding.

Andrew Hanelly, Partner & Creative Director, 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.

8:50 a.m.
The Scientist’s Mindset:
Understanding Research, Consideration & Purchasing Behaviors

Practical ways to effectively reach and influence your target using new data.

A Fireside Chat with Murad Sabzali, Founding Partner, CG Life
& Robin Rothrock, Ph.D., Vice President, Publications, BioInfomatics

Murad has extensive marketing communications experience from working with both start-up and well-established companies. Prior to founding CG Life, Murad held key marketing communications positions with specialty chemical companies, including Kaltron-Pettibone, fobchemicals.com, and MSDSonline. Murad also held account management, public relations and analyst relations positions at Chicago agency Slack Barshinger. Murad is skilled in developing effective advertising, PR and customer generation programs. In addition to writing a book, experimenting with acrylic paints, figuring out fly fishing, and learning to play the guitar (in an effort to revive his defunct band, Bass Pairs), Murad serves on the board of the non-profit the Geneva Foundation. He also co-founded a craft beer company, a record label, and a cleantech marketing communications agency. He has been named one of “40 under 40” by Crain’s Chicago Business and most recently contributed to C&EN Media Group’s Mad Men & Women of Science Marketing. He earned his B.S. from Northern Illinois University.

Robin rejoined BioInformatics in February 2012. Previously at such organizations such American Type Culture Collection (ATCC), Invitrogen, and Life Technologies, she is skilled in strategy and product management, has successfully launched products using both new and traditional marketing tactics, and at Bioinformatics, has guided the successful execution of more than 300 custom market research projects for every major company in the life science industry. Robin has also served as Director, DNA Probe Lab at Saint Joseph’s Hospital, and was a Post-Doctoral Fellow at the Dana-Farber Cancer Institute, Harvard Medical School and the Biology Division of Oak Ridge National Laboratory. She received her doctorate in Biomedical Sciences/Biochemistry from the University of Tennessee, Oak Ridge Graduate School of Biomedical Sciences and her B.A. from Hollins University.

9:40 a.m.
Going Inbound:
The Next Evolution in Life Science Marketing & Sales

Introduction by Dr. Paul Avery, followed by a Case Study from Aptuit

Life science marketing and sales are changing rapidly. Many of our tried and tested tactics are losing their effectiveness. At the same time, life science marketers are expected to generate more awareness, leads and sales opportunities than ever before (often with less budget and fewer resources). So what can we do to overcome these challenges, attract new customers and get ahead of the competition? The answer is inbound marketing.

Hear insights into what inbound marketing is, why it could be the answer to your challenges and how to perform inbound effectively to get the best results.

Paul Avery, Ph.D., Managing Director, BioStrata

Dr. Paul Avery is one of the Managing Directors at BioStrata, a global marketing agency focussed exclusively on helping life science companies meet their marketing and sales goals. He combines nearly a decade of life science marketing experience with over 10 years of work as a research scientist, including a PhD from Cambridge University in molecular biology, to provide deep insight into what works in the life science industry (and what doesn’t). Paul and the team at BioStrata work with companies across Europe and North America to help them build their brands, raise awareness, create demand, generate sales leads and nurture these leads into customers.

A Case Study from Aptuit

More and more of our customers are researching far further in to the sales cycle than ever before, and we must ensure that we are visible to these buyers. Inbound marketing helps us do that, and is well suited for technical and niche industries. Jim Regan, Director of Marketing at Aptuit will discuss:

• Why Aptuit chose to focus on inbound
• How Aptuit successfully implemented their inbound strategy, increasing web traffic by 1500% and lead generation by 700%

Jim Regan, Director of Marketing, Aptuit

Jim Regan is the Director of Marketing at Aptuit, a pharmaceutical services company that delivers early discovery to mid-phase drug development solutions. Jim has a background in environmental sciences and has worked in the life sciences industry for 20 years mainly in pharma and biotech but also industrial chemicals and crop protection as well. He says his focus at Aptuit is on delighting customers and attracting new leads by providing them with insightful, enjoyable, educational and most importantly relevant content.

10:25 a.m.
How Your Customers Think:
Editorial Strategy for Better Marketing

When NPR crunched data on when audiences stopped listening to a story, they found massive drop-off within seconds when stories started like this: “Here at Morning Edition, we have an update from our colleagues at our Planet Money team…” But listeners stayed for stories that started like this: “A lot of things have been killed off by the internet. The Rolodex. Paper maps. But somehow the shopping catalog happens to survive.” The difference: focusing on what matters to the listener’s life. Does your brand start by talking about itself or about the customer’s life and aspirations? In this workshop, we delve into developing an outside-in, customer-centric editorial strategy that improves the effectiveness of content marketing, while also strengthening a company’s brand.

Speakers:

Ryan Ferrell, Director, Scientific Communications, HDMZ

Strong passion for science led Ryan from the lab and into close relationships with journalists, marketing managers, and industry R&D scientists. Together with a team of brilliant communications-minded chemists and biologists, he drives in-depth news coverage in publications from Bloomberg to Science and the translation of technical insights into compelling infographics, application notes, surveys, social media outreach and conference presentations. The Scientific Communications team also writes regular new technology articles in Nature and Nature Methods. Ryan graduated cum laude with a B.S. in neuroscience and a specialization in Mandarin from the University of California, San Diego.

Raj Mukhopadhyay, Ph.D., Executive Editor, C&EN BrandLab

Dr. Rajendrani Mukhopadhyay, who holds a Ph.D. from Johns Hopkins University in biochemistry, cellular and molecular biology, is a skilled storyteller. She has been a writer and editor for ACS Publications’ Analytical Chemistry journal, a freelance writer for C&EN and Chemistry World, and ASBMB Today’s managing editor. Currently she lead C&EN’s new native advertising custom content studio, C&EN BrandLab, to work with clients in developing and delivering their unique narratives.

11:15 a.m.
A Case Study in Science Marketing:
7 Elements of a Successful Inbound Campaign

As marketers, we are constantly seeking new ideas, methodologies, and tools to optimize our campaign effectiveness and ultimately drive growth for our business. Our task is made even harder, given that our target customer is perpetually inundated with advertisements and solicitations on a daily basis and has increasingly become immune to traditional marketing and sales tactics. The old marketing playbook is officially dead! Out of this digital reality we all live in; a new revolution has begun that offers up a much more effective, affordable and authentic way of marketing – Inbound Marketing. Inbound marketing is equal parts art and science, and is predicated on ‘pull vs. push’ tactics. In this presentation, we will share our first-hand experience on how we apply, integrate, and execute on inbound marketing elements for successful campaign outcomes for our clients.In this presentation, you will learn:

•  7 key elements for a developing and executing a successful inbound campaign
• Practical tips and tricks for your next Inbound campaign
• Case study example of a successful inbound campaign

Chuck Miller, President, 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 start-ups to multinationals.

11:45 a.m.
Networking & Event Wrap-Up

More information on
LOCATION & TRANSPORTATION

The National Union Building is located at 918 F Street Northwest (NW). 

Registration and breakfast will take place on the 4th Floor, South Side. Programming will continue next door on the 4th Floor, North Side.

The venue sits two blocks away from both Metro Center and Chinatown subway stations, and is a 10-15 minute walk from the ACS National Meeting venue. The event is also a stone’s throw from The Mall, museums, and more.