David Chapin, author and CEO of Forma Life Science Marketing based in Research Triangle Park, NC, will present at two industry gatherings in Charlottesville, VA on Thursday, April 2. Indoor Biotechnologies, a locally based global manufacturer of biologics for allergy and asthma, is organizing Chapin’s appearances.
Dozens of key opinion leaders in the Virginia life sciences industry – including Board Members from Virginia Bio and representatives from state and local governments – will attend Chapin’s presentation “Creating High Performance Marketing in the Life Sciences.” The lunch event is being held from 12-2pm at Commonwealth Reserve (427 E. Main St., Charlottesville).
That evening, Chapin will participate in a panel discussion at Charlottesville Business Innovation Council’s“Tech Night Takeover: Strategic Marketing to Technology-Based Businesses.” The event runs from 5-7:30pm at The Haven (112 West Market St., Charlottesville). Advanced online registration is encouraged.
Engaging audiences to increase sales and margins
Chapin is the author of Making the Complex Compelling: Creating High-Performance Marketing in the Life Sciences, which empowers life science investors, researchers, and business development and sales executives to better engage their audiences and increase sales and margins. The book introduces readers to a clear, step-by-step process that helps organizations define their unique value, establish a strategic position, and clearly articulate the benefits of their product or service. When this position is effectively and consistently translated across all of an organization’s marketing, sales and PR touch points, it becomes the foundation for compelling differentiation and increased audience engagement.
“With nearly 30 years of specialization in life science marketing that he conveys in his new book, David is a key thought leader in the industry,” said Martin Chapman, founder of Indoor Biotechnologies. “As the Commonwealth continues to make strides to attract biotech companies and investment, it’s the ideal time for life science and government leaders to learn first-hand from David’s breadth of experience and its practical application.”
The differing world-views of scientists and marketers
A scientist himself, Chapin compares the world-views of scientists and marketers, who typically take very different approaches to communication. Key chapters in Making the Complex Compelling explore the myth of marketing immunity, how marketing works (through models called the Marketing Mechanism of Action and Ladder of Lead Generation), misalignment of sales and marketing, content marketing, and the use of archetypes to enhance a brand story. The book was released in December by Rockbench Publishing and is available for purchase on Amazon.
About David Chapin and Forma Life Science Marketing
David Chapin is the co-founder of Forma Life Science Marketing, a leading marketing firm for the life science, biotech, pharma, and medical device industries, headquartered in Raleigh, NC. Since Forma’s founding in 1989, Chapin has specialized in providing strategic and tactical marketing expertise in the pre-clinical and clinical research, drug development, medical device and life science sectors. He has a keen understanding of scientific and medical concepts and a proven ability to translate them in ways that improve sales and marketing alignment and that can be applied to communications of all types, including lead generation campaigns, content marketing and other thought leadership initiatives, websites, videos, brochures, and more.
About Virginia Bio
Virginia Bio is the premier statewide non-profit trade association for life sciences, promoting the considerable scientific and economic impact of the life sciences industry in the Commonwealth of Virginia. Virginia Bio is an advocate for the biopharmaceutical and device industries among federal, state and local policy-makers. Virginia Bio is the official state affiliate of the Biotechnology Industry Organization (BIO), AdvaMed, and the Medical Device Manufacturers Association (MDMA) and also collaborates closely with the Pharmaceutical Research and Manufacturers of America (PhRMA). To learn more, visit www.vabio.org.
About Charlottesville Business Innovation Council (CBIC)
As the region’s technology council, CBIC promotes innovation and entrepreneurship and supports growth and success among the Charlottesville region’s technology-focused organizations. CBIC provides a forum for ideas and a collective voice on behalf of the technology sector. Through collaborative partnerships, educational resources and strategic relationships, CBIC enhances, publicizes and champions technology initiatives that strengthen economic and social vitality in our area.