Catalytic Experiences:

Persuading Scientists and Clinicians with Effective Digital Marketing

Author: Hamid Ghanadan
Release Date: June 2016


In his highly anticipated second book, Hamid Ghanadan provides a synthesis of how scientists and clinicians are dealing with the ever-increasing barrage of content and what the future holds for marketers, offering the three necessary pieces for orchestrating successful digital marketing in science and healthcare.

Catalytic Experiences provides science and healthcare companies with a proven model to cut through the noise and truly shift the market’s understanding in their favor.

With four detailed stories of companies that have successfully used the model to achieve the most common marketing objectives, Catalytic Experiences is an excellent companion for product/marketing management and executives who need to develop winning marketing strategies.


How GE Healthcare Life Sciences launched a new product in a crowded, competitive market
How the dynamic Silicon Valley startup Invitae leveraged its brand in preparing for an Initial public offering
How Biotix launched a unique social media campaign to create massive awareness and drive traffic to its new website
How New England Biolabs expanded to new audiences by elevating its message beyond its products

Persuading Scientists:

Marketing to the World’s Most Skeptical Audience

Author: Hamid Ghanadan
Release Date: May 2012


The first and most widely read book in the business literature to focus exclusively on marketing strategy to the life science and healthcare industries, Persuading Scientists offers a unique model for influencing the decision of technical audiences, including scientists, researchers, and healthcare professionals.

Providing a unique model for understanding the scientific and technical mind and the steps scientists naturally take in making  decisions, Persuading Scientists provides marketers with a roadmap to build effective content-centric marketing strategies, create and deploy successful campaigns, and measure their impact.


"The Bible for Life Science Marketing - Read This Book and Execute or be Crushed by Those of Us That Do!“
— Amazon Review
"If you’re a senior-level marketer, buy this book; you will become better at your job.“
— Amazon Review
"Thoughtful anecdotes and a well crafted methodical approach make this book a great reference“
— Amazon Review
"A must read for all marketers in the life sciences space“
— Amazon Review