Persuading scientists : marketing to the world's most skeptical audience

The first of its kind focused on marketing strategy to the life science and healthcare industries, this book sets a new standard for reaching skeptical audiences, including scientists, researchers, and healthcare professionals.A roadmap for marketers to effectively navigate the marketing paradigm shift, build effective content-centric marketing models, create and deploy successful campaigns, and measure their impact. Described as a must read in the life science marketing space.