Guest column

Houston expert shares tips on understanding the science of communications

Take the time to do your homework before jumping into launching a communications strategy. Photo via Getty Images

Co-founder of the Hackett Center for Mental Health, Maureen Hackett, once told me, "Newman & Newman applies the science of communications." I had never heard our approach to marketing communications described that way, but I understood her point. Before we produce promotional materials, digital campaigns or social media platforms, we research answers to fundamental questions for delivering a positive return on investment.

So many leaders want to jump straight into producing tangibles. I understand, they want solutions they can see, touch and hear, and they want them now. It can be tough to employ thoughtful strategies when you're pressed for results. The good news is that research doesn't have to delay taking action, but it has everything to do with how successful those actions will be.

Investing in communications research

Just as you wouldn't hire a marketing communications specialist to design a medical device, founders of a life science company are rarely trained in the proficiencies of strategic communications. Clearly, they possess the vision, but translating that vision into compelling language, and ultimately impactful marketing tools, requires an applied science all its own.

In formulating communication strategies, we study what you do and why it matters, as well as the perspectives of your key audiences to better understand their motivations. Much like a life science engineer applies research findings to develop new products or processes, we use the results of our research to develop messages and marketing tools that connect the purpose and impact of your innovative device or service with the unique priorities, needs and concerns of each group you are targeting.

Though necessary, it requires skill and insight. In their Industrial Biotechnology article, Marketing and communicating innovation in industrial biotechnology, biochemist Hamid Ghanadan and co-author Michael Long wrote, "The challenge is that most life science products and services address multiple market segments, fit within multiple applications and workflows, and are sought by multiple types of audiences. Thus, marketing management has to create a chameleon that can be compelling and convincing on very targeted terms."

Targeting your message on their terms

Organizations sometimes limit the focus of their marketing communications to sources of funding, investors and clients who contract their services or products, and telling them why they should. To prevent missed opportunities, it's important to research the full spectrum of your company's audiences. For instance, what key influencers in the innovation ecosystem have the potential of facilitating valuable connections for you or represent strategic partnerships? If you're a B2B2C company, who are your customer's customers whose satisfaction, compliance and understanding of what you've developed can influence the future of that contract?

Once each key audience is identified, what does it mean to speak their language? Because when it comes to formulating audience-specific messaging, one size does not fit all. The more tailored your communications, the more you incorporate their vernacular into your story, the better the results. This too requires research for effectively connecting the solutions you offer with what's important to a given audience. Ultimately, it's a merging of your knowledge and intentions with the unique interests, concerns and needs of those you want to reach.

Every organization is founded on answering a need. It defines your purpose. What is the significance of your organization's purpose and how is it clearly communicated in messaging that influences opinion and motivates action in your target audiences? Answering that fundamental question is the first step in research that I've yet to see not reveal significant results.

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Kelli Newman is president of the Houston-based communication strategies firm, Newman & Newman Inc., where she leads a talented team of marketing professionals advancing the success of their purpose-driven clients.

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With this new grant, UH has a new center for researching bioactive materials crystallization. Photo via UH.edu

A new hub at the University of Houston is being established with a crystal-clear mission — and fresh funding.

Thanks to funding from Houston-based organization The Welch Foundation, the University of Houston will be home to the Welch Center for Advanced Bioactive Materials Crystallization. The nonprofit doled out its inaugural $5 million Catalyst for Discovery Program Grant to the new initiative led by Jeffrey Rimer, Abraham E. Dukler Professor of Chemical Engineering, who is known internationally for his work with crystals that help treat malaria and kidney stones.

“Knowledge gaps in the nascent and rapidly developing field of nonclassical crystallization present a wide range of obstacles to design crystalline materials for applications that benefit humankind, spanning from medicine to energy and the environment,” says Rimer in a news release. “Success calls for a paradigm shift in the understanding of crystal nucleation mechanisms and structure selection that will be addressed in this center.”

The Welch Foundation, which was founded in 1954, has granted over $1.1 billion to scientists in Texas. This new grant program targets researchers focused on fundamental chemical solutions. Earlier this year, the organization announced nearly $28 million in grants to Texas institutions.

"Support from the Welch Foundation has led to important advances in the field of chemistry, not only within Texas, but also throughout the United States and the world as a whole,” says Randall Lee, Cullen Distinguished University Chair and professor of chemistry, in the release. “These advances extend beyond scientific discoveries and into the realm of education, where support from the Welch Foundation has played a significant role in building the technological workforce needed to solve ongoing and emerging problems in energy and health care.”

Rimer and Lee are joined by the following researchers on the newly announced center's team:

  • Peter Vekilov, Moores Professor, chemical and biomolecular engineering
  • Alamgir Karim, Dow Chair and Welch Foundation Professor, chemical and biomolecular engineering;
  • Jeremy Palmer, Ernest J. and Barbara M. Henley Associate Professor, chemical and biomolecular engineering
  • Gül Zerze, chemical and biomolecular engineering
  • Francisco Robles Hernandez, professor of engineering technology.

The University of Houston also received another grant from the Welch Foundation. Megan Robertson, UH professor of chemical engineering, received $4 million$4 million for her work with developing chemical processes to transform plastic waste into useful materials.

“For the University of Houston to be recognized with two highly-competitive Welch Foundation Catalyst Grants underscores the exceptional talent and dedication of our researchers and their commitment to making meaningful contributions to society through discovery,” Diane Chase, UH senior vice president for academic affairs and provost, says in the release.

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