Hamid Ghanadan

Hamid Ghanadan is President of The Linus Group. With a background as a biochemist, Hamid has been able to apply his first-hand experience in the science industry to his true passion: communication. He has spent the past 12 years refining his understanding of scientific decision-making behaviors and building marketing programs to influence these decisions. Apart from actively leading The Linus Group team, Hamid is also the editor and primary author of the Linus Report. Hamid considers his experience as a Taekwondo instructor to be a great aid in bringing focus, determination and discipline to everything that he does.

Content-Centric Marketing for Science – Part 1: Understanding the Way Scientists Make Decisions

  • December 21st, 2011

Most life science marketing activities are wasted because they prematurely try to persuade their audiences rather than first engaging them. But engaging scientists is far from easy, given their finely honed sense of skepticism and their strong tendency to filter out biased information. To develop more effective campaigns, marketers must first understand the psychological landscape of how scientists make decisions, and then to develop the most appropriate types of content to engage scientists, rather than deter them. In this first of a two-part Linus Report series, I introduce a model for how scientists consume information and then map this model to the archetypal scientific buying journey. This information will serve as the precursor for the second part in this series in the next issue, where I will offer the principles of Content-Centric Marketing for science and an actionable guide for the content types that make marketing campaigns up to 10 times more effective.

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The Ideal Number of Nurture Touches in a Demand Generation Campaign

  • November 29th, 2011

Many marketers ask how many touches should ideally be deployed in a demand generation campaign to maximize results. This question can be answered in considering two variables, both of which are within the control of marketers.

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The Power of Brands—and the Failure of Marketing Messages—to Persuade

  • November 15th, 2011

I have long held the belief that you never want to state your value proposition; you want to demonstrate it. This makes intuitive, almost axiomatic sense. So why do so many life science marketing campaigns sport messages of superiority? Why do so many claims of value fail to persuade scientists? The answer…

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Marketing Antibodies: Lessons In Life Science Marketing

  • August 25th, 2011

The antibody business is nothing shy of difficult. How do successful companies market their antibody product offerings? In a conversation with Matt Landry, Vice President of Marketing and Sales at Aviva Systems Biology, we asked him to provide us with some lessons that he has learned during his career in marketing antibodies. This post is an excerpt from our interview.

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Where Life Science Marketing is Headed: Results from the 2011 Quantitative Study of the Dynamics of Science Marketing

  • July 18th, 2011

There has never been a time of more rapid change in the scientific industry, signaling the need for more sophisticated marketing practices. How are life science marketers evolving their strategies and tactical mix during these times? We recently conducted a quantitative study of over 100 science marketers in order to understand their priorities and their budget expenditure, as well as their attitudes towards current topics such as demand generation, brand awareness and social media. In this report, we present the results and synthesize our findings.

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Webinar on How to Develop Effective Campaign Plans for Life Science Marketers

  • June 30th, 2011

With the 2012 planning season upon us, Life science marketers are looking for information on the latest trends in marketing for the industry. In this webinar, Hamid Ghanadan will share the results of The Linus Group’s recent Survey of Life …

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How nimble are you at generating demand from online leads?

  • May 3rd, 2011

Most life science companies are putting tremendous focus on demand generation. With all of the investment in technology and formalizing practices around demand generation, most companies are surprisingly ignoring the single most important variable in long-term success of demand generation.

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List of Social Media Sites Relevant to Science Marketers

  • April 6th, 2011

This post is an appendix to Linus Report Volume 1, 2011, titled “Social Media in Science Marketing: Fad or Function?” The appendix provides a list of 128 social media websites that are relevant to science marketers. The list, in PDF format, organizes the sites into different categories, provides URLs and relative unique visitor traffic for each site.

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Demand Generation Requires Deep Understanding of the Psychology of Scientists

  • April 1st, 2011

For a qualitative research project, we asked 50 scientists 5 questions. The answers we received shocked us: A deeply emotional display of why they became scientists, what excites them, and what they want from the companies with whom they work. Watch this video. See the passion in their eyes. Their genuine dedication to their field of study. This is the side of scientists that you need to appeal to in order to persuade them.

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The Impending Explosion and Evitable Implosion of Twitter in Science Marketing.

  • March 21st, 2011

Twitter is gaining rapid popularity among science companies, and with the resulting explosion of information, scientists will most likely become overwhelmed and disengage. Smart companies need to develop a strategy to employ Twitter more effectively. This post offers two recommendations to consider when engaging with Twitter.

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