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We’ve made extraordinary advances in medicine—from breakthrough vaccines to AI-driven diagnostics.
And yet, for women living with urinary retention, the standard of care hasn’t meaningfully changed in decades. For many, daily catheterization remains the only option. It’s not just inconvenient—it’s a chronic burden that comes with infection risk, quality of life challenges, and long-term complications. In a recent episode of Life Sciences Decoded, I spoke with Kevin Connolly, CEO and founder of Vesiflo, about why this problem has persisted—and what it takes to finally change it. The Condition No One Talks About Most people are familiar with urinary incontinence—leakage. Urinary retention is the opposite: the inability to urinate. It’s a serious medical condition, often caused by neurologic diseases such as multiple sclerosis, stroke, spinal cord injury, or spina bifida. And because the root cause is neurologic, it’s typically permanent. For these women, the body loses its ability to perform a basic function—emptying the bladder. And the solution? A catheter. A “Solution” That Hasn’t Evolved Catheters are, at their core, simple tubes. They passively drain urine. In fact, the basic concept hasn’t changed since ancient times. While materials have improved, the approach remains largely the same. The problem is that urination is not a passive process. It’s active. It requires the bladder muscle—the detrusor—to contract and expel urine. Catheters don’t replicate that function. They bypass it. And they come with real consequences. The Hidden Risk: Infection
That reality became the driving force behind Vesiflo. “I started this company for a reason,” Connolly explained. “InFlow has the potential to save thousands of women’s lives every year by keeping them from getting infected.” Why Innovation Stalled If the problem is so significant, why hasn’t it been solved? Connolly describes it as a “perfect storm.”
A Different Approach: Mimicking Natural Function Vesiflo’s InFlow device takes a fundamentally different approach. Instead of passively draining urine, it actively empties the bladder—mimicking natural urination. How it Works:
For many patients, that moment is emotional. “It’s very usual for the patient to just cry,” Connolly said. “They’ve lost the ability to use a toilet. When they get this back—it’s a huge victory.” More Than a Device—A Shift in Care The challenge isn’t just building better technology. It’s changing the standard of care. Today, many women with urinary retention are managed outside the healthcare system—trained to use catheters and sent home, often without specialist follow-up. Bringing them back into care—and introducing a new option—requires:
On that last point, Vesiflo has cleared a major hurdle. After a long and complex process, CMS granted reimbursement and described the technology as an “important life-enhancing” innovation in the Federal Register. That kind of recognition is rare—and critical for adoption. An Overlooked Population One of the biggest misconceptions is the size of the need. Based on available data, at least 500,000 women in the U.S. live with permanent urinary retention. But that number may be significantly higher. Why? Because many patients never enter the system in the first place. What Comes Next? Vesiflo is now preparing for broader U.S. launch, supported by:
Their initial focus is training physicians and building access so patients can find providers who offer the device. Because for the first time, there is an alternative. This isn’t just a story about a device. It’s a story about:
For women living with urinary retention, the ability to urinate normally isn’t a convenience. It’s dignity. It’s independence. And in some cases, it’s the difference between recurring infection—and survival. For more information on Vesiflo visit: www.vesiflo.com
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In a recent conversation with Dave Reske, CEO of NowSpeed, we explored how AI tools like ChatGPT, Claude, and Perplexity are changing how companies are discovered online.
For years, digital discovery followed a predictable pattern: someone searched Google using a keyword, scanned a list of results, and clicked through websites to learn more. Today, that process is evolving. Increasingly, buyers are asking AI tools direct questions about vendors, technologies, and solutions before they ever visit a company website. These tools are becoming part of the early discovery process — summarizing information, recommending companies, and shaping how potential customers learn about new technologies. For companies in life sciences — where complex science and specialized expertise are the norm — this shift has important implications. Vendor discovery is moving into AI conversations Traditional SEO focused on helping companies appear in Google search results for specific keywords. But AI search behaves differently. Instead of typing a short phrase into a search bar, users now ask full questions such as:
AI systems analyze large amounts of information and generate answers based on what they find across the web. In many cases, buyers may form their first impression of a company through these AI-generated responses. AI models learn from publicly available information Large language models are trained on enormous amounts of information across the web. They analyze articles, websites, directories, and other publicly available sources to understand topics and relationships between companies, technologies, and ideas. However, not all information is equally visible. Content behind forms, private portals, or peer reviewed journals may not always be accessible to these systems. And in life sciences, some of the most valuable scientific information often lives in places that AI tools cannot easily reach. That means the public narrative about a company can matter more than ever. And it most likely makes sense to create content that promotes what you want to share from peer reviewed publications. AI doesn’t rely on your website alone Another important difference from traditional search is that AI tools don’t rely only on a company’s website. They may pull information from:
In other words, your digital presence extends far beyond your homepage. What others say about your company — and where those mentions appear — may influence how AI systems interpret and describe your business. GEO focuses on buyer questions. Generative Engine Optimization (GEO) is emerging as a way to think about visibility in this new environment. Instead of focusing primarily on keywords, GEO starts with a different question: What questions are buyers asking AI tools throughout their decision process? Those questions may occur across the entire buying cycle — from early research to vendor evaluation. Companies that provide clear, credible answers to those questions — across multiple sources — are more likely to appear in AI-generated responses. The takeaway: AI search is not replacing traditional search overnight, but it is clearly changing how people explore complex topics and evaluate potential partners. For life sciences companies — where trust, expertise, and credibility matter — ensuring that accurate information about your company is visible across the web may become an increasingly important part of digital strategy. Understanding how AI systems interpret and summarize that information is quickly becoming part of the modern discoverability landscape. By Meghan O'Sullivan Tradeshow marketing shouldn’t end when the booth comes down. That’s when your story starts.  Okay, I’m not trying to poke fun at you. Actually, I am. And I’m poking fun at myself too, because I’m guilty of this — the wild overhyping of attending a tradeshow. I’ve written this exact copy more times than I can count: “Can’t wait to see you at [insert industry conference here].” “Visit us at Booth 124!” Okay, I get it. It gets you a little attention, builds some credibility, and sends out a few trust signals. And then the show starts. We get bombarded with posts of booths being constructed, your sales team waving wildly, and swag spread out on tables. Wahoo! This is going to be great! And then — nothing. The conference ends. You write one final post that’s about as exciting as saying, “Okay, that’s a wrap.” And then you’re off to your next show. And you’ve left your audience wondering:
Somewhere between the breakdown of your booth and the airport, the story disappears. In fact, the story never even happens. You’ve abandoned us! The real value lies in what happened during or after the show — but I’m not seeing anyone post about that.  What if you tried something new?
What if you posted a few recorded conversations from the booth, or captured some great quotes from people’s reactions to a demo? What if, after the conference, your VP of Sales or Marketing did a video debrief — “Top Trends Coming Out of Conference A”? Or hosted a ten-minute round table discussion with your team or a current customer who also attended? Can’t bother with video? Write something up on the flight back. After all, you’re writing something to debrief the team anyway, so see if there’s anything you can use to inform your followers. Capture one insight you can share: a pattern you noticed, a surprising takeaway, a fantastic presentation you saw. Just tell me something real. Tell me something new. Share the value of your perspective — because that’s what your audience is actually waiting for. by Meghan O'Sullivan  How adults process information—and why conversation is the entry point to understanding I love a good conversation, whether it’s with a friend, colleague, or my bank teller. Why? I love people. I love hearing their stories, asking how they are, and sharing a common experience. And I always learn something. Always. Then I head back to work, where I’m bombarded with emails and invited to read articles, white papers, case studies, and newsletters. This constant stream makes me want to tune out rather than tune in. I still love the old-fashioned conversation, and science suggests I’m not alone. Why Conversations Work According to adult learning theory, known as andragogy, adults make sense of complex ideas not by absorbing more text, but by engaging with others, discussing meaning, and connecting information to real-world situations. Malcolm Knowles, who formalized andragogy, argued that adult learners bring prior experience, defined goals, and practical needs into every learning interaction. As a result, adults learn best when they are active participants rather than passive recipients. Studies show that adults retain information more effectively when they generate or apply ideas through dialogue. It helps explain why platforms like ChatGPT are becoming so popular. They respond conversationally. Now, obviously we can't always initiate a conversation, people are busy. But we can replicate one through sharing podcasts, recorded webinars, and interviews. In addition, formats that combine visual and auditory cues establish relevance quickly and reduce the brain’s initial cognitive effort. That means, videos and visual tools are imperative. That's why slide decks still matter. Whether it’s a live discussion or a recorded one, the common thread is dialogue. It gives people context, tone, and the ability to follow the thinking in real time. It's also an opportunity to build trust. Once interest and trust are established, people are far more willing to invest time in deeper written material (Multimedia learning engagement study, 2021). So where does that leave us as marketers? I believe, much like what we’ve done with Life Sciences Decoded, it points to a more layered approach. One where white papers, case studies, and blogs are supported by formats that create the conversation first. Video, podcasts, and presentations become those entry points. Not because they replace writing, but because they make it easier to engage with it. Conversation draws people in. Writing allows them to go deeper. When these elements work together, ideas don’t just get delivered. They land.
References
Fiorella & Mayer (2015). Learning as a Generative Activity. Knowles, M. (1984). The Adult Learner: A Neglected Species. How attention filtering — not lack of value — keeps strong companies invisible, and what to do about it by Meghan O'Sullivan  Your company has developed a real solution, built a strong team and has early traction with a handful of high-profile customers and partnerships. On paper, things look solid, and yet, something still isn’t right. You're not breaking into the market like you planned. Revenue isn't where it should be. Instead, you're experiencing:
You’re not alone. The truth is, in today’s oversaturated world of content — fueled by AI and endless apps that message you, email you, and appear in your feeds — people are not evaluating every message they see. Instead, they filter almost all of them before the meaning ever lands. Hence the scrolling, deleting, and ignoring. Which means your company, products, and people aren’t dismissed because they lack value. They’re dismissed because that value isn’t immediately visible. Unfortunately, everyone's knee-jerk reaction is to produce more content, more outreach, and more messages that increasingly sound the same. And the irony is, it doesn’t create attention, it accelerates more filtering. So, my science friends, this part may intrigue you. Breaking through isn’t just a marketing challenge; it’s a cognitive one. Breaking through isn’t a marketing challenge; it’s a cognitive one. Authors like Davenport & Beck (2001) and later scholars argue that attention is the scarce resource in the digital age. We don’t have a shortage of information, we have a shortage of attention. Even early cognitive research on attention helps explain why some messages survive crowded environments while others disappear. Classic models of selective attention show that humans filter information rapidly based on relevance, cognitive effort, and salience -- often before deeper meaning is processed (Broadbent, 1958; Kahneman, 1973; Treisman, 1964). These still hold true today. Effective communication isn’t about saying more, it’s about helping the brain understand meaning faster. How to Break Through the Attention Filter Step #1: Establish your relevance instantly Lead with a recognizable problem or outcome – not abstract positioning. Let’s take my messaging as an example:
Step #2: Reduce the cognitive load Dense, jargon-heavy messaging is more likely to be discarded than processed. Therefore, you need to make comprehension effortless with clear structure and concrete messaging to survive filtering.
Step #3: Create salience without noise Attention is triggered by contrast or unexpected framing. In other words, surprise them!
Step #4: Establish urgency Fear of missing out (FOMO) is a powerful attention grabber. Nobody wants to be on the outside of trends.
When the above obstacles are removed, your value becomes more obvious and doors will open.
The Most Undervalued Relationship in Clinical Trials—and How Technology Can Determine Its Success1/7/2026 By Susan Najjar Clinical trials are built on protocols, powered by data, and governed by compliance. But according to Steve Rosenberg, CEO of uMotif and a veteran of clinical trial technology, they succeed—or fail—on something far more human: the relationship between the patient and the site. That perspective may sound obvious. Yet the industry has spent decades optimizing everything except that relationship.
Patients Are Not “Subjects”—They Are the Heroes Rosenberg’s view is candid and difficult to ignore: patients are the heroes of clinical research. They sacrifice time, comfort, and often physical well-being. Some enroll because it is their last option. Others participate to “pay it forward” for future patients. And yet, until recently, industry language lumped them into the same category as lab animals--subjects. In an era where endpoints increasingly rely on patient reported outcomes (PROs), quality of life measures, and real-world experience, failing to fully recognize and support patients is a miss on pharma’s part. More data than ever is coming directly from patients. If they disengage, misunderstand, or drop out, the trial is at risk of losing participation. Why the Patient–Site Relationship Matters Most Ask patients who they trust in a clinical trial, and most won’t name the sponsor. They may not even know who it is. They trust the investigator, the study coordinator, the nurse—the people guiding them through consent, screening, and day-to-day participation. That trust is what drives compliance, retention, and honest reporting. This becomes even more critical in rare disease trials, where patient populations are small and every participant carries significant scientific and financial value. When a single patient drops out, the cost can reach hundreds of thousands of dollars—and the loss of irreplaceable data. So Why Do Trials Still Fail to Prioritize Patients? It’s not deliberate. It’s complexity. By the time a protocol reaches a site, it has already passed through a maze of manufacturing logistics, global supply chains, regulatory approvals, translations, device provisioning, and statistical planning. Amid all of that operational pressure, the patient becomes abstract—a checkbox rather than a person with a family, a job, and a life disrupted by disease. Technology has historically made this worse. Most trial tools were designed top-down, forcing patients into rigid workflows: provisioned devices, unfamiliar interfaces, mandatory questionnaires, often delivered with little context, or gratitude expressed for participation Compliance was expected, not earned. Technology Should Be Invisible—and Human Rosenberg argues that good technology should disappear into the background. Patients shouldn’t wake up thinking about systems, platforms, or validations. They should think, “I need to answer a few questions today,” tap a reminder, and move on with their lives. Modern clinical trial technology must behave like consumer technology—not clinical machinery. At uMotif, that philosophy means:
Validation and compliance matter. But how patients experience those requirements determines whether the data are reliable. Measuring What Trials Usually Ignore One of the most overlooked drivers of dropout isn’t adverse events—it’s life friction. Parking. Transportation. Time off work. Feeling undervalued. Rosenberg recounts a moment that stunned a room full of cancer researchers: the number one reason patients declined trial participation wasn’t fear or side effects—it was parking.That insight reshapes how we think about “patient centricity.” It’s not just about endpoints and outcomes; it’s about logistics, dignity, and support. Capturing non-clinical signals--Do you feel valued? Is this creating financial hardship? Are you getting what you need?—can provide early warning long before a patient disengages completely. In rare disease trials especially, that foresight can make or break a program. The Biggest Myth: Patient-Centric Trials Cost More They don’t. According to Rosenberg, patient centricity is a mindset problem, not a budget problem. Designing trials around patients doesn’t inherently require more money—it requires different priorities. In fact, the economics often favor patient-first design:
The Takeaway for Biotech and Pharma Leaders As endpoints shift toward lived experience and trials become more decentralized and patient-driven, the industry faces a choice: Continue optimizing systems for protocols—or design trials for people. The science demands the latter. By Meghan O'Sullivan  When Rick Lee co-founded Hea!thrageous, many dismissed it as just another meal-delivery service for seniors. But the meal was never the mission; it was the on-ramp to something larger, a way to rebuild trust and engagement with adults over 65, one of healthcare’s most underserved populations. “Food sits at the bottom of Maslow’s hierarchy,” says Lee. “If you don’t have nutrition, you can’t reach the higher levels of growth and maturity that most people seek.” Maslow’s Hierarchy of Needs is a psychological framework that ranks human needs from the most basic—like food, water, and safety—to higher-level goals such as belonging, purpose, and self-actualization. By starting at the foundation, Hea!thrageous meets people where they are and providing nourishment and dignity first, then building upward toward engagement and empowerment. The company uses nutritious, ready-to-eat meals as the first touchpoint for members—particularly those who are the costliest to health plans, often representing just 3–5% of members but over 50% of total healthcare spend. Once trust is built, Hea!thrageous leverages data and behavioral science to guide individuals toward healthier habits and self-care through personalized digital nudges.   Simplicity Over Shiny Tech In an era of endless apps and dashboards, Hea!thrageous has chosen the simplest path possible: text messaging. “More than half of seniors report they’ve never downloaded a healthcare app,” Lee notes. “They’ll use apps for family photos or restaurant deliveries, but not for managing their health.” By eliminating logins, passwords, and app downloads, Hea!thrageous meets members where they are. “We’ve used SMS with no username or password, so engagement starts right away. Meals open the door. Then we can communicate about what really matters like hydration, movement, appointments, and preventive care,” says Lee. This “friction-free” approach isn’t just good UX—it’s empathy in action. “Too much friction, not enough simplicity,” he adds. “We’ve opened the pickle jar for them.” The Power of a Gentle Nudge Behavioral economics plays a central role in Hea!thrageous ’s model. Members receive short, context-aware text nudges such as “Have you had water today?” or “Time to take a quick walk.” “These aren’t interruptions,” explains Lee. “They’re micro-moments of self-reflection.” It’s a strategy that works. In a three-year study of more than 28,000 members, Hea!thrageous reported average savings of roughly $2,000 per member per year—with significant reductions in ER and inpatient visits. The secret, Lee says, is replacing punitive regulation with self-awareness. “Healthcare relies too much on policing behavior, denying claims and pre-authorizing procedures. We focus on biofeedback instead. When you show people real-time data, like how last night’s poor sleep raised their blood pressure, they become active participants in their own health.”  Tackling the Loneliness Epidemic Hea!thrageous ’s next frontier is addressing social isolation, which Lee calls “the epidemic behind the epidemic.” Many seniors live alone, juggling multiple conditions and medications. “Humans need connection,” he says. “If you solve loneliness, you unlock motivation for better nutrition, activity, and self-care.” The company’s new program, HelloMadeEasy, aims to bring social engagement to the same level of priority as meal delivery and hydration reminders. “Nutrition and connection sit on the lower rungs of Maslow’s hierarchy, but they’re foundational,” Lee explains. “If we can restore those, everything else—purpose, joy, and health—can build on top.”  Home: The Next Healthcare Frontier Half of all Medicare spending occurs in the last six months of life, yet 80% of people say they want to die at home, and only 20% do. Lee sees that as a solvable systems failure. “It’s not because people don’t want to be home, it’s because homes become unsafe,” he says. “Trip hazards, broken windows, poor lighting, no railings are all small things that can cause catastrophic injuries.” Hea!thrageous is exploring how its engagement model could extend into home-based safety assessments. “If I trip on a rug, break my hip, and die from a hospital-acquired infection, that’s a preventable death,” Lee explains. “If health plans thought about homes as healthcare environments, we could save lives and costs.”  Trust First, Technology Second For Lee, all roads lead back to trust. “Simplicity, trust, and technology, in that order,” he says. “If we win your trust with a simple solution that helps you, you’ll lean into the technology. And that’s when transformation begins.” Hea!thrageous ’s success isn’t about a new platform or device; it’s about human connection delivered through empathy, simplicity, and data-driven insight. As Lee puts it: “We’re not trying to fix people. We’re helping them invest in themselves.” Reimagining Engagement, One Human Moment at a Time
Hea!thrageous isn’t just feeding people, it’s feeding possibility. Its model tackles one of healthcare’s most persistent and expensive problems; how to engage the members who need the most care and often get the least attention. The outcomes speak volumes: fewer ER visits, lower inpatient costs, and roughly $2,000 saved per member, per year. But the real breakthrough is behavioral. By earning trust through basic human needs like food, connection, and encouragement, Hea!thrageous transforms passive patients into active participants. “We’re proving that empathy can outperform algorithms,” says Lee. “When you make people feel seen, they start investing in their own health and that’s when everything changes.” For health plans, investors, and partners, that’s not just a good social story. It’s a sustainable growth model, one built on simplicity, trust, and human connection that scales. AI is changing how we work, but it hasn’t changed what people respond to: real voices, real expertise, real connection. If 2025 was the year of artificial intelligence, 2026 will be the year of authenticity, when brands refocus on the human experience behind the technology, and nothing conveys that authenticity better than a story told by the people living it. According to Xtalks, while data and research are essential, they don’t inherently inspire trust, loyalty or engagement. After months of scrolling past AI-generated posts and polished corporate language, audiences in life sciences are tuning out automation and craving something human. Scientists, clinicians, and decision-makers are no different. They want to see and hear the people behind the innovation, the ones translating discovery into real-world impact. For life science brands, that shift presents both a challenge and a tremendous opportunity: how to move from static storytelling to a video-first approach that connects data to purpose and people to possibility.  1. The Content Pendulum Is Already Swinging Back to Human AI has accelerated content creation, but it’s also flooded feeds with sameness. Product updates blur together. Company news sounds algorithmically optimized. And audiences, particularly those who live and breathe science, can spot the difference between canned content and genuine perspective. According to Acrolinx, audiences increasingly “crave honesty and authenticity from the brands they support,” especially as automation grows more pervasive (Acrolinx). In the life sciences, that craving translates into a renewed appetite for real stories told by real people. A recent industry analysis notes that while research and data drive credibility, it’s storytelling that transforms complex science into trust and engagement (Xtalks). Scientists, clinicians, and business leaders are gravitating toward human-centered narratives, content that captures the why behind innovation, not just the what. The next competitive edge won’t come from who automates fastest, but from who communicates with the most empathy, clarity, and conviction. In 2026, differentiation won’t come from who’s using AI, it’ll come from who’s using their voice. Video allows subject-matter experts, researchers, and executives to convey something text can’t: energy, conviction, and nuance. It transforms “marketing” into communication that feels alive. Research backs this up, people retain 95% of a message when watching a video compared to only 10% when reading text (KNB Communications). That’s not just a statistic; it’s proof that audiences feel more through sight and sound than through slides or scripts. 2. Scientists & Physicians Are Consuming Video and Expecting It Let’s dispel a lingering myth: professionals in science only read papers. The truth? They watch videos. In one healthcare survey, 88% of physicians said they preferred video-based learning over text-based content. MM+M Across sectors, 72% of consumers say they prefer videos over text when learning about products or services , a figure that hints at the broader preference of professional audiences. DemandSage+1 In the life sciences, you’re now seeing: conference organizers turning keynotes into highlight reels. Journals producing 60-second paper summaries. Start-ups launching science-explainer videos instead of 20-slide decks. When an executive, researcher or clinician shows up authentically on camera, explaining not just what they do but why it matters, it creates clarity and connection faster than any white-paper ever could. 3. Video Builds Trust in a Trust-Dependent Industry Trust is the ultimate currency in healthcare. Whether you’re launching a diagnostic platform, pitching a novel therapy, or scaling a digital health solution, credibility determines adoption. Video helps build that credibility at scale. Unlike static graphics or text posts, it humanizes complex science and shows tone, transparency, and intent. When audiences can see the people behind the technology, skepticism gives way to belief. In short: trust travels faster on video. 4. Authentic Beats Perfect Every Time The best life science videos aren’t raw, they’re real. They balance credibility with humanity, capturing the enthusiasm of a founder, the precision of a scientist, or the insight of a thought leader in a way that feels genuine. In an era of over-produced content, authenticity stands out. When people appear unscripted, thoughtful, and human, their message resonates long after the closing frame. As one marketing analysis put it, while AI is efficient, “humans tell stories that connect emotionally, and emotion is what drives decision-making” (GeistM). 5. From Awareness to Advocacy: What Companies Can Do Now Forward-thinking life science brands are already shifting their strategy for 2026. Here’s how to start:
 6. The Future of Engagement Is Human
As we head into 2026, one truth is becoming clear: automation can accelerate your marketing, but only authenticity will amplify it. Video isn’t just a medium, it’s a mirror. It reflects the values, vision, and purpose of your organization. And in a world where credibility drives growth, that reflection matters more than ever. 2026 will be the year life science brands stop hiding behind polished decks and start leading on camera. Those who do will own the conversation. Veteran industry executives Susan Najjar, MS, MBA and Meghan O’Sullivan bring decades of experience guiding companies to achieve lasting market impact – one story at a time
September 25, Boston, Mass. – Life sciences organizations seeking to grow and gain visibility now have an expert content creation partner in Life Sciences Decoded. The platform produces business development and marketing assets that feature thought-provoking discussions with industry leaders, highlighting real-world applications of cutting-edge science and unfiltered insights on the latest trends. Life Sciences Decoded brings client stories to life through video interviews with executives and experts spanning the C-Suite, R&D, manufacturing, diagnostics, lab operations, and more. Deliverables include video interviews, companion pieces, and media promotions to gain exposure, strengthen thought leadership, and build lasting credibility with buyers worldwide. Unlike traditional long-form interviews and webinars that put significant burden on client teams, Life Sciences Decoded does the research, shapes the questions, and makes the process easy. Each focused interview goes straight to the essentials, helping clients answer their buyer’s most important questions in under 20 minutes. The platform is the brainchild of industry veterans Susan Najjar, MS, MBA and Meghan O’Sullivan, who bring decades of experience knowing which questions to ask to highlight client strengths, uncover unique insights, and position companies for greater visibility. Susan Najjar is a senior strategy, marketing, and business development executive with 25 years of experience in the industry. She has held leadership positions at organizations including Thermo Fisher Scientific, LabCorp (formerly Covance, now Fortrea), Verista, and Sciformix Corporation. Susan holds an MS in biochemical engineering from Tufts University, and an MBA from the MIT Sloan School of Management. For 25 years Meghan O’Sullivan has helped early-stage companies translate complex science into clear, compelling stories that create awareness and generate leads. She is an expert in communications strategies, business development, product launches, brand repositioning, and message development focused on scientific, clinical, and investor audiences. “Clients come to Life Sciences Decoded because we understand how to overcome the growth challenges life sciences companies face,” said co-founder Susan Najjar, MS, MBA. “We help organizations improve awareness, deliver impactful stories, and build sustained trust in a crowded market—ultimately supporting a stronger revenue pipeline.” In addition to partnering directly with companies who want to tell their stories via multi-media platforms, Life Science’s Decoded also works with PR agencies, publications/magazines, tradeshow organizers, financial/investment firms, and other agencies. About Life Sciences Decoded Life Sciences Decoded helps life sciences and healthcare organizations showcase their expertise and grow revenue with content that increases exposure, thought leadership, and credibility. Learn how Life Sciences Decoded can help your organization claim its place in the conversation by transforming your expertise into stories that attract and reach real buyers by visiting www.lifsciences.com. Agencies interested in collaborating with us to grow their revenue, co-create compelling content, and unlock new opportunities for their clients can visit www.lifesciences.com/partners. Partners benefit from an expanded offering, shared expertise, amplified marketing impact, and stronger connections across the life sciences ecosystem. Link to PR Wire By Meghan O'Sullivan Most life science companies obsess over two points in the buyer journey: the top of the funnel (building awareness) and the bottom of the funnel (closing deals). What gets overlooked far too often? The middle of the funnel — the quiet, treacherous space where prospects stop moving forward. Silence in the middle of the funnel is the hardest obstacle to overcome. It’s also where most marketing fails. What Is the Middle of the Funnel? The middle of the funnel is where interest turns into evaluation — and where most opportunities stall. By the time prospects or investors reach the middle of your funnel, they already know the basics: Who you are, what category you operate in, the problem your technology is supposed to solve What they don’t know yet is whether to trust you. At this stage, buyers aren’t asking “Does this work?” so much as:
That shift from technical validation to emotional validation is exactly why the middle is so tricky. And when companies fail to recognize it, conversations stall. Why Silence Happens Here Silence creeps into the middle of the funnel for a few common reasons:
The result? Weeks—or months—of nothing. Prospects disengage. Deals die in limbo. Common Mistakes in the Middle Building Trust in the Middle Breaking the silence requires a different kind of content: the kind that builds confidence in people, not just products. What works?
This isn’t about shouting louder. It’s about becoming more relatable, more credible, and more human.  Why Interviews Are the Secret Weapon
One of the most powerful tools for the middle of the funnel is the interview. Interviews don’t just showcase your technology. They put faces, voices, and conviction behind the science. They help prospects move from knowing about you to believing in you. When your scientists, customers, or partners tell the story themselves, the message becomes:
And unlike other content, interviews are flexible. A single conversation can become:
That’s a lot of middle-of-funnel firepower from one authentic exchange! Don’t Let Innovation Die Quietly If your funnel feels quiet in the middle, it’s not your science that’s failing—it’s the story around it. Give your prospects a reason to trust you. Show them the people behind the innovation. Put your voice, your conviction, and your passion into the story.Because when the story is spoken, seen, and shared, innovation doesn’t die quietly. It accelerates. |
Authors
Meghan O'Sullivan
Susan Najjar
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