Many life sciences businesses think their customer is a scientist, physician, or technician. This person may be the end user or influencer, but not the decision maker approving the dollars. Rather the true audience may be a businessperson, manager, or executive, the CEO, COO, CFO, general manager or head of business development. For companies seeking a communications strategy leading to funding, alliances, and licensing, as well as those marketing to hospitals and health plans a radical shift in perspective may be needed...

1. Perfect Together One-to-One Media and New Media: The Marketing Mix for Growing Life Science Businesses

2. Businesspeople The Key Audience for Life Science Companies

4. One-to-One Communications Webcasts Tradeshows, Exhibits Podcasts, Blogs Speaking Engagements Webinars Conferences, Seminars New Media Traditional Media

10. One-to-One Communications Webcasts Tradeshows, Exhibits Podcasts, Blogs Speaking Engagements Webinars Conferences, Seminars New Media Traditional Media

11. Comparisons Live-to-Archive Personal Cheap Reproducible Editable Unlimited Distribution Live Face-to-Face Expensive One-Time Not Editable Limited Distribution New Media Traditional Media

15. Results