We all know this dance. As soon as the Nobel Prize is announced, science communicators and marketers do a Circ-de-Soliel-level contortionist routine in order to connect the science that their company does to the prize winners.
The photos, the anecdotes and stories about the time they met the newly minted Laureates down the pub flood social media.
Why? Well, because some of their newly bestowed star power will rub off on us, won’t it? Almost like we won the Nobel Prize ourselves, right? Not exactly.
These tactics, especially when used for marketing purposes are short lived, tacky and low value. If the purpose of marketing is to stand out, the surest way to stand out during the Nobel Prize announcements is to talk about something else.
But, as marketers, there is a lot that we can learn from the Nobel Prize, it’s just not obvious.
Nobel Laureates are all valuable and hugely marketable. Ask their universities if you don’t believe me. Better yet, ask the institutions that are trying to tempt them away with sky high salaries and unlimited research funds.
However, it’s a mistake to think that the laureates are in demand because they have won a Nobel Prize. Their status and the demands on their time and attention are precisely why they were awarded a Nobel Prize.
It’s not that their science isn’t great. It’s not that the discoveries aren’t extraordinary. But many people do amazing science. Many scientists discover amazing things. I would argue that the Nobel Laureates have something extra that allows them to stay in the public consciousness for a long time.
Interestingly, when you compare Nobel Laureates to most life science CEOs, the difference could not be more stark.
Nobel Laureates walk onto the stage dripping in authenticity that captivates every single mind in the audience. They’re humble. What would be the point of them bragging? Everyone knows they’re the best in the world. They engross people with stories and anecdotes while cultivating an elusive air of greatness and humility.
It’s a different story for the average biotech CEO, isn’t it? We see them coming from a mile away and we already know the contents of their presentation.
“I’m here to tell you about our disruptive, best-in-class product which now harnesses the power of AI.” – Every Biotech CEO ever.
I’m being harsh, aren’t I? It’s only because I know a lot of biotech CEOs. I know they’re smart and interesting people and I know they can do so much better. If only they were able to break these corporate handcuffs that seem to be snapped on the moment they don the quarter-zip sweater (or is it a Patagonia vest?).
The really frustrating thing, though, is that it’s probably harder for most people to be like a biotech CEO than a Nobel Laureate. In many ways, to talk like the typical biotech CEO, you have to mask normal communication in layers and layers of obfuscous, clunky and confusing jargon.
You can’t be the best and be like everyone else. If you’re playing it safe, you’re effectively behind.
Clarity is crucial. Remember when I said laurates often appear humble? A part of it is the way they are crystal clear when they explain their science. Imagine Jenifer Doudner explaining that CRISPR-cas9 are like molecular scissors to a scientific audience. She does this all the time, never assuming that everyone knows her or what she’s talking about. The result? She ingratiates herself with her audience giving them a clear message which can then be easily passed on.
Your story is what differentiates you. Really. I spend a lot of time reviewing biotech websites and at a certain point, they all blur together and look the same. However, those with a good story stand out are easy to remember.
Use hard hitting visuals to give your story impact. Think of the DNA trees from Svante Pääbo. Another great example of this (although he didn’t win a Nobel Prize) is Hans Rosling with his striking inequality graphics.
Engage with people outside of your sphere. Think of how Katalin Karikó gives public talks. This, in principle, has no impact on her research – but it helps her to build a unique and extremely likable personal brand. Life Science companies wouldn’t dream of doing because, what’s the ROI?
This year's Nobel Prize in Medicine went to the discovery of peripheral immune tolerance. As the prizes, lectures and press tours unfold, we should all be on the look out for the real lessons that the Nobel Laureates can teach us, and not just try to ride on their coat tails.
However, we already have an amazing anecdote from one of the prize winners, Fred Ramsdell who was unreachable as he went “off the grid” while on a hiking trip.
Scientists in his position know when the announcements get made. Many of them sit, waiting by the phone for the call. Not him, he was off doing something that many in life science leadership say is a fantastic idea. They want to emulate the great minds like Bill Gates who famously went off the grid once a year while CEO of Microsoft. But, Fred Ramsdell actually did it, and presumably does it often. Not only does this sound like a great idea, but, if we put our personal branding hat on for a second, hiding from the Nobel committee on a hiking trip is utter genius.
Was it intentional? Almost certainly not. Many of the laureates lack the airs and graces of polished Life Science CEOs and maybe that’s a factor in their success. Perhaps we should all just embrace our uniqueness and let it amplify our brand.
Some of the traits we see in the Nobel Laureates map directly onto trends that we’re seeing in life sciences today. A move towards transparent and authentic communication which is more accessible to wider audiences in helping companies to grow.
Strong stories
Strong visuals
Strong brand personalities
This is how leading companies are differentiating themselves in crowded marketplaces today.
If you would like to learn how, contact us.