As scientists, we often believe that high-quality data should stand on its own. Whether you are building a product or offering a service to scientists, sharing performance data is an essential part of marketing. But, is data enough? In this session, we’ll discuss how to move beyond features and benefits, to defining a novel way of communicating value known as category design. By identifying a problem or challenge faced by your customers, you can create a natural need for your innovative solution. By leveraging emotional connection and information classification methods we can create stronger connections between customers and brands.  This process culminates in bringing together provocative statements with supporting data to create a compelling marketing communications strategy that delivers.

Scientists are humans, too! Why defining your category is essential for commercial success

Fall 2022 abstracts, posters, and presentations will launch in mid-September.

ACS Fall 2022

The official archive and repository for all ACS Meetings & Expositions abstracts and select posters or presentations.