David Chapin - Making the Complex Compelling: Creating High-Performance Marketing in the Life Sciences

Few are able to distill the complex down to a simple concept. It requires part art, science, and hard work to deliver a well-honed position and brand message. David accomplishes this on an ongoing basis and in Making the Complex Compelling goes further, simplifying and delivering the complexities of life science marketing in a well organized blueprint. Dare to engage...

BRIAN REGAN, VP Marketing, TearScience

This book does an excellent job of demystifying the marketing process for non-marketers. The chapters on positioning and branding are especially valuable as these are probably the most misunderstood and misused topics, considering their importance at all stages of a companys development.

MALCOLM THOMAS, President and CEO, Arbovax, Inc

Making The Complex Compelling is an absolute must-read for life science executives trying to grow and differentiate their business in todays crowded, competitive marketplace. David does an excellent job simplifying complex strategies in a concise and compelling way, and illustrates beautifully with many real world examples. Most importantly, these principles work. Applying them to my company allowed us to grow at a CAGR over 100% for 7 years and then sell to an S&P 500 company. This is a highly recommended, enjoyable read for anyone in the life science field responsible for commercial operations or marketing.

TODD GROSSHANDLER, Owner, Enthalpy Analytical

Whether you agree with Davids somewhat proactive statement that the level of marketing in todays life sciences is appalling, his new book Making the Complex Compelling will certainly resonate with both novice and veteran marketers, alike. It contains a level of practical detail that will challenge you to consider how good your marketing practices really are.

ANDREW L. BERTERA, Executive Director of Marketing, New England Biolabs

David Chapin distill his years of design and life-sciences marketing experience into a highly readable conversation for those interested in or responsible for any aspect of marketing in the life-sciences industry. From entry-level marketer to the marketing executive in the C-suite, there is actionable information that can be used to turn contacts into clients. This book will help you make your complex marketing story compelling to potential customers, including those who dont yet know your firm. And David does a superb job of simplifying this complex topic and providing a compelling solution to the life-sciences marketing challenge.

DICK BLACKBURN, Associate Professor, Associate Dean, Undergraduate Business Programs, Kenan-Flagler Business School, University of North Carolina at Chapel Hill

As a scientist who tends to think analytically, this book opened my mind to how marketing should be done based on our customers point of view. The information in this volume is very useful; it is wonderful to have a marketing resource that is tuned to the specific challenges of marketing life science companies.

RICHARD SOLTERO, President, InstantGMP

Marketing in the life sciences is a paradox in which communicating in a targeted concise way is seemingly in conflict with the thirst for deep analytical knowledge from a scientific audience. But at a time when the majority of the buying decision is completed over the internet, via word of mouth and on reputation alone, before the first engagement even occurs, it is essential that the life science marketer is skilled to establish a consistent, concise, and differentiated brand position that meets all seven of David Chapins stated success attributes. This is extremely difficult to do in a regulated, commoditized arena.

With his wealth of experience and deep understanding from working with life sciences companies, David Chapin has constructed the manual on life science marketing strategy with Making the Complex Compelling. His book is littered with real life examples and practical steps to create and implement an effective and compelling life sciences marketing strategy. This is a quick and easy read for those looking to add value for high-performance.

NICHOLAS SPITTAL, Senior Director, Global Commercial Affairs, Chiltern

David Chapins systematic and scientific approach to life science marketing always ends up being truly inspirational. As marketers we are sometimes dazzled by cleverness and sizzle, but the depth revealed in Making the Complex Compelling will give you insights into what it takes to develop and deliver campaigns that stick and deliver, consistently.

ALLAN MOHESS, Sr. Director Clinical Informatics, bioMrieux

For someone that hasnt worked with David Chapin, Making the Complex Compelling outlines the necessary steps that enable life science companies to keep moving forward in a sustainable way. The value to the organization is at least as important as the product or service they are selling. Each step in this book has components of education, inspiration, and reassurance embedded within it, so that the reader self-identifies and sees the value in developing their marketing the way its described.

ANTON LEWIS USALA MD, President and CEO, CTMG, Inc.

Marketing by nature is complex. The approach, insights and examples that David uses in this book have been instrumental in helping me position my business for profitable growth. I would highly recommend this book as required reading for any marketer or executive looking to understand how marketing can impact your company.

BRIAN KERSLAKE, Global Marketing Director, Kimble-Chase

David Chapin makes a compelling case for why brands and marketing are critically important, and offers practical insights about what managers should do about it. This book will inspire firms in the life sciences to craft brand strategies that can creatively enhance value for long-term success.

JON BOHLMANN, PH.D., Assoc. Professor of Marketing, Poole College of Management, North Carolina State University

In Making the Complex Compelling Chapin has crafted a powerful GPS to help brand managers and their organizations optimally navigate the waters between science and marketing.

MARTIN DOYLE, Director Marketing Operations and Strategic Business Planning, GlaxoSmithKline

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Rockbench Publishing Corp.
6101 Stillmeadow Dr.,
Nashville, TN 37211
www.rockbench.com

Copyright 2014 David Chapin
All Rights Reserved

Interior and cover design by Faceout Studio

Interior illustrations by David Chapin and David Storey

Library of Congress Control Number: 2014956399

Printed in the United States of America

First edition, 2014

ISBN: 978-1-60544-035-4

Who This Book Is For

If youre responsible for marketing your products and services in the life sciencesspecifically the sector devoted to discovering, researching, developing, and shepherding drugs and medical devices from discovery and invention up through the regulatory approval processthis book is for you.

If you are a marketer at (or the owner of) a company involved in discovery, preclinical, or clinical trial activities related to pharmaceutical and medical-device development, this book is for you.