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I Asked a Scientist How MarCom Could Be More Helpful

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I Asked a Scientist How MarCom Could Be More Helpful Chris Conner

I was recently a part of a spirited discussion between some scientists and marketers in the Analytical Instruments Professional Network Group on LinkedIn. It came about as a result of sharing this blog post about getting content first (in any form) and worrying about format later, which I still think is a great idea.

You can read the LinkedIn discussion yourself, but it touched on what a few scientists found useful (and sometimes useless) in marketing communications from our industry.

I thought it would be more helpful (and fun) to talk to someone than to debate endlessly on LinkedIn. I invited one of the participants, Bob Kobelski, to share his buying process and ideas on how MarCom could be more helpful.

In this recorded conversation, Bob reveals:

  • A detailed buying process for analytical instrumentation

  • Where MarCom falls short in providing useful information to customers

  • The consequences of making irrelevant claims

  • The types of data he finds most useful for purchase decisions

  • What he really wants to know about your software, regardless of whether it’s “intuitive”

  • His preferred scenario for training

Oh yeah, at the end he shares his favorite pastime. Scientists are full of surprises.

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Intro Music stefsax / CC BY 2.5

Outro Music spinningmerkaba / CC BY 3.0



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