Dr. Dan Sheridan

When I started these marketer interviews for the industry report, I expected data and a few useful quotes. What I got instead was a run of genuinely great conversations, casual, easy, the kind that make you remember why you got into this in the first place. The sensitive findings will stay anonymous for the report itself, but the invitees and I agreed the conversations themselves were worth more than that. These recaps aren't the data-gathering side of things, that's for the report. They're...

Ask your sales team why you lost that deal. Then ask the buyer. You will get two different accounts of what happened, and they will not just differ in tone. Research shows that sellers and buyers cite different reasons for a lost deal 50 to 70 percent of the time. So, is your content strategy being built on the wrong half of that gap? This month I interviewed 10+ marketing directors and managers, gathering feedback for a service we are rolling out. I wanted to understand if they perform...

Most marketing campaigns in life sciences are built for a person who doesn't exist. Not a real scientist, but a composite, stitched together from a fictional persona document, your sales team reporting, whatever performed last quarter, and increasingly, whatever an AI tool says a "target lab scientist" wants to read. From my recent conversations, I've realised that many companies aren't checking with a real one, and they have limited understanding of what scientists want in terms of content. ...