Saturday evening negotiations with my father taught me early on how decisions are won. Years later, I learnt that what really moves people when they decide has a name: cognitive biases. Sunk cost, confirmation bias, anchoring and overconfidence shape more of our marketing decisions than we like to admit. Here is how they show up in life science marketing, and how to catch them.

We need help with our marketing.” But what does that actually mean: marketing strategy, a communication plan, content, or simply a few LinkedIn posts? These terms are often mixed up. Here’s how I separate them, how they connect, and how the thinking beneath the surface eventually becomes the campaigns your customers see.

Many scientific startups have websites and business plans but no marketing strategy. See why a simple 12-month marketing plan brings clarity, saves time and transforms random activities into measurable growth – it’s never too late to start.

You have plenty of great scientific content ideas, or maybe you have already published lots of nice pieces, but somehow they flop. Almost like good apples (yes, apples :-) I couldn’t resist) forgotten at the bottom of a basket, losing their shine before anyone tastes them. Good news: here are some tips to master your content and drive real engagement (and for your health, preferably while eating an apple).