Disrupting Science Marketing to Meet Urgent Global Needs

We are in the midst of a booming age of scientific discovery and innovation. Every day, we read about breakthroughs in climate science, the latest research in medicine to fight global virus outbreaks, solutions to harness and distribute energy efficiently, or ways to prevent food insecurity and water scarcity. Among other social issues and health crises, these research missions are the most critically important initiatives of our lives.

Yet, there is much work to do to build awareness for these causes. We absolutely must communicate the need for funding, government intervention, new public policies and we must do a better job of marketing these compelling and innovative solutions to consumers. One challenge is clear: many nonprofit organizations — those who are actually leading the science — are not positioned to meet these formidable marketing and communications needs. They are often not funded well, and they simply cannot provide the data-driven, outcome-focused marketing required to match the contemporary best practices of their corporate counterparts in telling their own brand story. And it’s not just the creative or the storytelling. Often, they lack the audience, distribution and reach that is required to build broad awareness.

Dwayne Flinchum, President of ScientificBrands, has led the strategy for brand, marketing and communications engagements on behalf of renowned organizations.