Scientists are trained to question everything, which makes them one of the hardest audiences to influence. In this keynote, Hamid Ghanadan, CEO of the Linus Group and author of Not Buying It: The Art of Selling to Scientists, Doctors, and Other Professional Skeptics, shares what he’s learned from decades of working with life science companies about how technical professionals actually make decisions. He’ll explain why traditional sales and marketing approaches fail with scientific audiences and what works instead, offering practical ways to create a real “reason to care” and earn the trust of the most skeptical minds.
