A More Effective Model for Life Science Marketing

Persuading Scientists:
Marketing to the World's Most Skeptical Audience

Why do so many life science marketing initiatives fail?  Scientists are a difficult audience to persuade—driven by curiosity, yet cautiously skeptical.

Persuading Scientists provides a model for achieving highly effective marketing results that resonate with scientists. Instead of focusing on technology fads and trends, author Hamid Ghanadan leverages the consumer psychology of scientists to solve the most fundamental challenge in science marketing—overcoming skepticism—and provides a step-by-step approach to marketing programs that engage and persuade scientists.

As the first book in the business literature focused exclusively on marketing within the scientific industry, Persuading Scientists sets a new standard for managers of any experience level to develop strategies that align with way scientists make purchase decisions.  

Advance Praise for Persuading Scientists

“Persuading Scientists is a definitive description of how marketing must evolve to create product penetration into the Life Science market place. The book provides insights which have been seldom understood.”
Nick Roelofs, President, Life Sciences Group,
Agilent Technologies

“Marketers in the life science industry have a tough job as their role is to engage trained skeptics in a meaningful way. Persuading Scientists uses deep insights into the scientist and their buying process to offer actionable new ways to improve the outcome of marketing activities.”
Amanda Clardy, Chief Marketing Officer,
Life Technologies

“This book is filled with creative techniques and novel ideas with real-life examples through fascinating case studies—a must read for all marketers in the life sciences space.”
Ruby Gadelrab, DivaBiotech

“Scientists are trained more than most of us on how to make decisions. Here is a playbook on how to market to them.”
Matthew Crisp, President, AgBio Division,
Intrexon Corporation