Marketing Science: How to Successfully Commercialize Research & Innovations

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In this episode of the Life Science Success Podcast my guest is Elizabeth Chabe, the founder of High Touch Group (HTG) and an expert in science marketing with a distinguished background spanning research universities, national labs, and technology transfer offices. Elizabeth brings a wealth of experience in guiding researchers through technology commercialization and providing data-driven marketing strategies for life sciences and diagnostics companies, and is also the author of "The Giant's Ladder: The Science Professional's Blueprint for Marketing Success."

00:00 Introduction to Life Science Success Podcast
00:29 Meet Elizabeth Chabe: Entrepreneurial Journey
01:12 Early Business Ventures and Education
03:59 Transition to Life Sciences and Marketing
06:41 Challenges and Insights from Academia
11:39 Founding High Touch Group
14:55 High Touch Group Services and Success Metrics
19:34 The Giants Ladder: A Book for Founders
23:10 Commercializing Innovations: Strategies and Pitfalls
23:56 Challenges in Creating Market Demand
25:26 Common Pitfalls in Product Development
25:56 Importance of Audience Research
27:05 Y Combinator's Critique on Entrepreneurial Approaches
27:47 The Role of Multi-Skilled Teams in Marketing
29:55 Successful Marketing Campaigns
34:32 Innovative Trends in Life Sciences Marketing
38:00 Leadership Advice and Team Collaboration
42:54 Concerns About Federal Funding Cuts
46:33 Excitement for Future Diagnostic Products