Marketing Science: How to Successfully Commercialize Research & Innovations

Send us a text 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