I’ve heard a lot of talk among certain groups of life science marketers recently along the lines of rethinking who the scientist really is. Specifically, that scientists are complex people just like anyone else, and that marketers who try to target them need to realize and embrace that (as if anyone thought that they were really just single-minded laboratory robots). I think this conversation is going far enough to risk derailing the necessary relevance of life science marketing.
A lot of this conversation is based around scientist-led efforts to redefine who scientists are. For example, the “This Is What A Scientist Looks Like” tumblr blog, or the ongoing #IAmScience movement that culminated in this video.
Of course scientists are more than just lab robots, but being scientists and pursuing scientific endeavors is the commonality that binds them together into a group of like interests and traits. There is a large difference between understanding your scientific audience and attempting to appeal to them as something other than scientists. If you put aside the scientific ties that bind them, you now have a giant undefinable group of wildly varying anybodies, and that’s not targetable.
The fact is we’re not selling them solutions for outside the lab. We’re selling them solutions for the lab. An analogous example: Xerox doesn’t portray people doing extracurricular activities outside the office because that’s not what they sell solutions for. They find innovative ways of portraying the problems of office life, such as accountants asking the Michelin Man to crunch numbers for accounts receivable while he throws tires are a giant gas station fuel dispenser monster. Xerox isn’t trying to redefine their audience, they’re trying to find innovative ways of portraying the problems they solve.
You don’t have to sacrifice relevance to gain appeal, and if you try to do so you will ultimately fail.