The Science Marketer

Joachim Eeckhout

5.0 (1)
MARKETING
UPDATED BIWEEKLY

The Science Marketer

The Science Marketer brings you inside the world of science marketing and communication. Every two weeks, I sit down with industry-leading marketers, communicators, and founders to unpack the strategies behind their biggest wins—and lessons from their hardest challenges. Expect actionable advice and exclusive insights to sharpen your own approach in every episode. Hit subscribe, so you don’t miss an episode!

MAR 18

How a PhD student turned a side hustle into a thriving medical writing agency

In this conversation, Dan Sheridan shares his journey from a PhD student to a successful freelance medical writer and agency owner. He discusses the importance of expertise over marketing, strategies for pricing, and the organic growth of his agency. Dan emphasizes the significance of building long-term client relationships and managing expectations effectively. He also explores the role of AI in medical writing, highlighting the value of human expertise in a field that requires deep scientific understanding. 📌 Here's what we cover in this episode: 00:00 Starting out as a freelancer during a PhD09:42 Transitioning from freelancer to agency owner16:36 Avoiding the race to the bottom when it comes to pricing18:58 Scaling an agency while staying lean23:39 Finding clients and building reputation as an agency28:06 Navigating difficult client situations30:42 The need for high-value content in life sciences32:38 The role of AI in medical writing35:31 Recommended resources for agency success 🧰 AI tool mentioned: Causaly (https://www.causaly.com) 📖 Book recommended: The Seven Figure Agency Roadmap by Josh Nelson 🤝 To connect with Dan: LinkedIn (https://www.linkedin.com/in/dansheridan01/)Co-Labb (https://www.co-labb.co.uk/)🎤 To connect with Joachim Eeckhout, host of the podcast: LinkedIn (https://www.linkedin.com/in/joachimeeckhout/)Contact form (https://www.thesciencemarketer.com/contact/)✅ Subscribe to The Science Marketer newsletter: https://www.thesciencemarketer.com/

37 min
MAR 4

Navigating science communication from early-stage to IPO

What does it take to scale biotech communications from a small startup to a successful IPO? In this episode, I sit down with Ariel Kramer, Founder of Klover Communications and former Chief Communications Officer at BICO, to break it all down. Ariel shares what she learned while helping BICO grow from just a few employees to a publicly traded company—covering the biggest communication challenges, PR mistakes to avoid, and why storytelling is key in biotech marketing. We also dive into what it means to become a trusted industry resource, the differences between in-house and agency life, and how to build a career in life sciences communication. In this episode, you'll learn:00:00 Introduction01:24 The communication challenges of a bioprinting startup04:42 How an IPO impacts communication07:38 Creating an educational hub in biotech12:51 The danger of false promises in science communication15:43 Navigating the data drought in life sciences19:56 Misconceptions about PR in scientific startups22:49 Understanding the realities of PR guarantees28:17 Building a career in science communication31:58 Comparing in-house and agency communication roles35:02 Resources for aspiring science communicators Companies mentioned: BICOEvery CureReferences: Article from STAT on AI biotech companiesTicket to BiotechTo connect with Ariel: LinkedInKlover CommunicationsTo connect with Joachim Eeckhout, host of the podcast: LinkedInContact form>>> Subscribe to The Science Marketer newsletter

38 min
FEB 18

B2B podcasting done right: A playbook for science marketers

Podcasting has exploded in popularity across B2C industries, but in B2B marketing, its potential remains underutilized and misunderstood. Too often, companies launch a podcast, produce a handful of episodes, and then abandon it when the download numbers don’t skyrocket overnight. So, how can B2B companies, especially in niche industries like life sciences, make podcasting a powerful tool for thought leadership, relationship-building, and even lead generation? To answer that, I’m joined by Jason Bradwell, founder of B2B Better and a specialist in helping companies turn podcasts into a real business asset. With over a decade of experience in B2B marketing, Jason has worked across multiple industries, refining strategies that make content not just engaging, but commercially valuable. In this episode, you'll learn:00:00 Introduction to podcasting in B2B marketing02:43 How to turn podcasts into a lead pipeline06:05 Tips for branding a B2B podcast07:33 Case study: CorrDyn's Data in Biotech podcast09:55 How to measure podcast success in B2B13:23 What to consider when podcasting in the scientific community16:43 How pharma companies use podcasting for patient advocacy19:48 Common challenges in launching a B2B podcast22:13 How to find the right structure and format for your podcast24:42 Promoting and growing your B2B podcast32:11 Emerging trends in podcasting34:07 Resources for aspiring podcasters Book recommended by Jason: Out on the Wire by Jessica Abel To connect with Jason Bradwell: LinkedInB2B Better (website)B2B Better podcastTo connect with Joachim Eeckhout, host of the podcast: LinkedInContact form>>>Subscribe to The Science Marketer newsletter

37 min
FEB 4

From zero to top life sciences agency: How Sheldon Zhai scaled Supreme Optimization

In this conversation, Sheldon Zhai, founder of Supreme Optimization, shares how he landed his first clients, scaled his business, and navigated the challenges of building a high-growth agency. We also dive into his recent acquisitions, his vision for AI in life sciences marketing, and his approach to hiring top-tier talent—including why he insists on hiring PhD-level scientists as marketers. If you're thinking of starting your own life sciences marketing agency, Sheldon has some blunt, no-nonsense advice on what it really takes to succeed. In this episode:00:00 How Supreme Optimization started03:21 Finding your first client as an agency05:32 Common challenges for early-stage agencies08:05 Key milestones in the growth of Supreme Optimization10:13 Building a team of scientific marketers12:33 Scaling up the agency through a strategic investment17:06 Acquiring and integrating other agencies to scale up19:36 Lessons learned from six acquisitions in two years22:03 Scaling up your agency culture25:33 The role of AI in science marketing29:01 The future of Supreme Optimization30:07 Advice for aspiring marketing agency owners32:20 Book recommendation for marketing agencies Books recommended by Sheldon:- Who: The A Method for Hiring, by Geoff Smart- The Win Without Pitching Manifesto, by Blair Enns To connect with Sheldon:- LinkedIn- Supreme Optimization To connect with Joachim Eeckhout, host of the podcast:- LinkedIn- Contact form >>>Subscribe to The Science Marketer newsletter

35 min
JAN 21

Biotech branding 101: How to craft a memorable brand name

In this episode, I speak with Allison Satterfield, founder and creative director of Particle 31, about the intricacies of branding and logo design in the biotech industry. We discuss the challenges of creating a memorable brand name, the importance of storytelling in branding, and the specific processes involved in developing a branding strategy for biotech companies. Allison shares insights on common mistakes made by startups, the significance of owning intellectual property for logos, and how branding evolves as companies grow. The conversation also highlights effective logo design principles and the impact of brand archetypes in biotech branding. In this episode, you'll learn: 00:00 The story behind Particle31 04:18 The challenges of naming a biotech startup 07:40 How to create a branding strategy 11:30 Common brand archetypes in biotech 14:13 What makes a good biotech logo 15:11 How to future-proof your branding 19:35 The importance of brand storytelling 21:13 Common branding mistakes in biotech 22:49 Branding on a limited budget 26:15 Evolving your brand strategy as you scale up 28:28 The one key branding advice for biotech founders 30:08 Recommended resources for branding Books recommended by Allison: Simply Put by Ben GuttmannBuilding a Story Brand, by Donald MillerOther resources mentioned: Founder Playlist’s library of templatesTo connect with Allison Satterfied: Particle31’s websiteLinkedInTo connect with Joachim Eeckhout, host of the podcast: LinkedInContact form>>>Subscribe to The Science Marketer newsletter

33 min
12/10/2024

Biotech CEOs’ best-kept secret: Their LinkedIn ghostwriters

Benjamin McLeod discusses the nuances of ghostwriting in the biotech sector, particularly on LinkedIn. He shares insights on building personal brands, the importance of providing value through content, and how using social media can increase the efficiency of attending conferences. In this episode, you'll learn:00:00 Introduction to Benjamin McLeod and his background05:54 The journey to founding Convey Bio06:54 Understanding the ghostwriting process13:46 The power of LinkedIn for biotech executives18:39 Maximizing ROI from biotech conferences22:21 Building a personal brand on LinkedIn26:16 Future plans for ConveyBio27:17 Advice for starting on LinkedIn30:07 Recommended reading for science marketers Book recommended by Benjamin: Influence: Science and Practice, by Robert Cialdini To connect with Benjamin McLeod: LinkedIn To connect with Joachim Eeckhout, host of the podcast:- LinkedIn- Contact form >>> Subscribe to The Science Marketer newsletter

31 min
11/26/2024

How to capture the “thought leadership” out of any science organization

Seasoned science communicator Kat Arney discusses the concept of thought leadership in science, how any organization can get started, the importance of content consistency, how to make scientific content engaging, and the role of AI in thought leadership. In this episode, you'll learn: 01:16 Understanding thought leadership in science communication05:22 The process for getting started with thought leadership09:50 How to overcome the challenges of thought leadership14:31 Defining your niche and audience20:52 Measuring success in thought leadership26:21 How Kat helped ERS Genomics become a thought leader in the CRISPR space30:16 The use of AI in thought leadership33:56 Recommended reads for science communication Books recommended by Kat:- Daughter of Family G: A Memoir of Cancer Genes, Love and Fate Hardcover by Ami McKay- Bad Blood: Secrets and Lies in a Silicon Valley Startup Hardcover by John Carreyrou- Houston, We Have a Narrative: Why Science Needs Story Paperback by Randy Olson - The Narrative Gym: Introducing the ABT Framework For Messaging and Communication by Randy Olson- Storynomics: Story-Driven Marketing in the Post-Advertising World Hardcover by Robert Mckee and Tom Gerace- Story: Style, Structure, Substance, and the Principles of Screenwriting by Robert McKee To connect with Kat Arney:- LinkedIn- First Create The Media To connect with Joachim Eeckhout, host of the podcast:- LinkedIn- Contact form >>> Subscribe to The Science Marketer newsletter

38 min
11/07/2024

How the “OpenAI of stem cell therapy” attracts partners without marketing

Micha Breakstone, CEO of Somite.ai, discusses how a single article in Forbes helped Somite to raise $5 million without having to chase investors, why branding Somite as a TechBio, rather than a Biotech, has helped to reduce the perceived risk for investors, and why early-stage science companies should focus their marketing efforts on specific objectives, like securing funding, attracting talent, or establishing partnerships. In this episode, you'll learn: 02:13 The vision behind Somite.ai04:18 Timing and strategy for launching Somite.ai06:45 TechBio vs. Biotech: Understanding the difference08:59 Partnership models in AI and Biotech09:58 Creating a digital twin of a human embryo12:00 Communication strategies for investors14:09 Leveraging your scientific founders16:27 Navigating the biotech landscape17:58 Marketing strategies in science20:38 Operational excellence and strategy23:23 Commercialization models in TechBio23:46 Marketing advice for science startups26:03 Book recommendations for science communicators Notes and references:- The article from Forbes: This Startup Wants To Be OpenAI Of Stem Cell Therapy, Targets $250B Market- Book recommendation: The Song of the Cell by Siddhartha Mukherjee To connect with Micha Breakstone:- LinkedIn - Somate.ai To connect with Joachim Eeckhout, host of the podcast:- LinkedIn- Contact form >>> Subscribe to The Science Marketer newsletter

27 min
11/04/2024

Trailer - The Science Marketer podcast

Welcome to The Science Marketer podcast! In this new show, I’ll be having conversations with the marketers, communicators, and entrepreneurs who are shaping the future of science-driven companies. If you're new here, my name is Joachim. I’m the founder of The Science Marketer newsletter and host of this new podcast. Over the last ten years, I built one of the leading media company in the biotech industry, and now I’m sharing everything I’ve learned to help you market and communicate your science more effectively. So whether you’re curious about how communicators make complex technology sound simple, or how science marketers use social media to find new customers, this podcast is for you and I hope you'll find insights that are valuable to your work. Subscribe now so you don't miss the first episode. And if you’re interested in my newsletter, which goes out every Tuesday, you can visit thesciencemarketer.com I’ll see you soon for my first interview!

1 min

TRAILER

Trailer - The Science Marketer podcast

Welcome to The Science Marketer podcast! In this new show, I’ll be having conversations with the marketers, communicators, and entrepreneurs who are shaping the future of science-driven companies. If you're new here, my name is Joachim. I’m the founder of The Science Marketer newsletter and host of this new podcast. Over the last ten years, I built one of the leading media company in the biotech industry, and now I’m sharing everything I’ve learned to help you market and communicate your science more effectively. So whether you’re curious about how communicators make complex technology sound simple, or how science marketers use social media to find new customers, this podcast is for you and I hope you'll find insights that are valuable to your work. Subscribe now so you don't miss the first episode. And if you’re interested in my newsletter, which goes out every Tuesday, you can visit thesciencemarketer.com I’ll see you soon for my first interview!

11/04/2024

•

1 min

The Science Marketer brings you inside the world of science marketing and communication. Every two weeks, I sit down with industry-leading marketers, communicators, and founders to unpack the strategies behind their biggest wins—and lessons from their hardest challenges. Expect actionable advice and exclusive insights to sharpen your own approach in every episode. Hit subscribe, so you don’t miss an episode!

Creator

Joachim Eeckhout
Years Active

2024 - 2025
Episodes

9
Rating

Clean
Copyright

© 2025 Joachim Eeckhout
Show Website

The Science Marketer

Comedy

Comedy

Updated Monthly