Cheryl Singer: MarCom Specialist

Marketing communications is a largely misunderstood field in the life science industry, says Cheryl Singer. Too often, she points out, CEOs or CTOs have no idea that their style of writing or approach to presentations, does not speak to their audience. Learning this the hard way is not uncommon.

Cheryl Singer has been working with Israeli life science companies for over 10 years, helping them reach their customers and/or investors successfully in order to achieve their business goals. After managing an in-house Marcom team at a medical device start-up, she has been freelancing with early-stage companies, developing investor documents and presentations, as well as the entire range of Marcom materials for more advanced, technology and/or product-based companies.

With a Master`s degree in life sciences and hands-on clinical experience in the medical world, Cheryl works almost exclusively with medical device, biotech and drug discovery companies.

“Good and effective marketing communications conveys a company`s scientific or technological edge, plus their business advantage, to their target audience in a way that addresses their needs, tells them what they need to know, and most importantly, makes them want to buy or invest.”

“Just as scientific papers and legal documents are written in their own specific jargon and format, marketing materials combine a particular style of writing and set of rules that make them work. A brochure shouldn`t read like a contract, and a website shouldn`t be written like a grant proposal.”

Sometimes a native English speaking CEO feels that s/he can write their own marketing materials – clearly they understand their business better than anyone, and they have no doubts about their ability to write in their mother tongue. Well, good marketing communications is not about “correct” or “proper” English (or American, for that matter). It`s about “stepping out” of your own shoes and taking on the perspective of your readers or listeners – grabbing their attention and “pressing their buttons” – addressing what`s most important to them, and speaking to the issue/s that will make all the difference in choosing your product, technology or company.

According to Singer, “When the messages are clear and speak to the agenda of your reader, it makes it that much easier for

him/her to make their decision to buy/invest.”

For more info, www.cherylsinger.com .