Speaker: Bonnie L. Kuehl Science doesn't make sense to most people; it's like a foreign language they can't understand, let alone speak. Scientific Insights works with companies and organizations to translate science into a language they understand. Bonnie will tell us her story and how she and her fellow scientists work with companies to communicate science in a clear and practical manner. For more information and the webcast: http://www.marsdd.com/Events/Event-Calendar/Ent101/2008/Science-and-business-do-mix-20080130.html

1. CIBC Presents Entrepreneurship 101

2. TELLING A GREAT STORY
SCIENTIFICALLY
April 17, 2007

3. WHERE HAVE I COME FROM -
ACADEMICALLY SPEAKING!
• Honours BSc Guelph
• Accelerated PhD (4.5 years)
– Department of Medical Biophysics U of T
– Drug metabolism
• Post-Doctoral Fellowship (3 years)
– p53 with David Lane, University of Dundee, Scotland
• Post-Doctoral Fellowship (2 years)
– Telomerase with Silvia Bacchetti, McMaster University

4. DECISION POINTS
• BSc to where?
– Enjoyed the lab, natural leader
(poor follower)
– Encouraged to do PhD
– Accepted at OCI
PhD to where?
– Enjoyed the lab
– Managed the lab
– President of Student Executive
– Held NCI studentships
– Become a PI - future likely Pharma

5. ACADEMIA IN CANADA IS NOT FOR ME
WHERE TO NEXT?

6. DECISION POINTS

7. BIOTECHNOLOGY in 2000
• Industry booming
• Young and dynamic –fun
• Excellent growth opportunities
• Good money, stock options, bonuses
• Like academia – but with lots of $$$
• No grant applications

8. MDS Proteomics
Scientist
↓
Manager Molecular Biology
↓
Liaison to CSO/ IP Licensing/
Bioinformatics/Scientist Special Projects

9. DECISION POINTS
• Industry busting
• Everyone’s position uncertain- mood dark – money tight
WHERE TO NEXT?
• Biotech? Pharma? Service Industry?
• Bench Scientist? Clinical? Regulatory? Communications?

10. acne
moisturizers
eczema
skin barrier
cleansers
skin infections
skin infestations
ingredients matter

11. BONNIE KUEHL –
SCIENTIST/CONSULTANT
 Research to address biological questions
 Write white papers
 Write scientific articles
 Assist with writing consumer information
 Assist with writing physician information

12. BONNIE KUEHL –
SCIENTIST/CONSULTANT
• Network
• Ask questions of industry people
– MBA?
– Biotech?
– Pharma?
• Business Course
 Lack of affiliation → lack of credibility

13. BONNIE KUEHL –
SCIENTIST/CONSULTANT
SKILLS
– PhD
– Excellent communicator
– Outgoing
– Like to NETWORK
– Stubborn – don’t give up
– Understanding of business
development
– Understanding of IP
– Understanding of management mindset
– Understanding of marketing

14. Scientific Insights Consulting Group
• Scientific Consultant to Service
Industry and Pharma
– August 2002
UPSIDE
• Mine
• I’m the boss
• Follow personal objectives/goals
• Business skills – growth
opportunity
• Experience
• Choices

15. Scientific Insights Consulting Group
• DOWNSIDE
• Age
• Scientific experience (only 10 years post-BSc)
• No longer a scientist
• Business experience (minimal)
• Limited connections outside of Biotech
• Lack of Focus – Jack of all Trades
• Every project a learning experience
• No $ safety net

16. TELL ME A STORY!

17. ALL COMMUNICATION CAN BE
BROKEN DOWN TO THE SIMPLE
ACT OF TELLING A STORY

19. THE STORY
• BEGINNING → what I am going to tell you
• MIDDLE → now I am telling you
• END → what I told you and/or why it is important
that you know

20. What happens next?
SO WHAT?
What is in it for me?

21. WHAT DOES
SCIENTIFIC INSIGHTS®
DO?

29. Transdermal Drug Delivery
Stratum Corneum/Skin Barrier
• fluid interaction: corneocytes, lipids and natural
moisturizing factors.
• corneocytes cluster together
in groups of 2-10 cells
• lipids fill the spaces between the cells forming lamellar
bilayers
• Three routes: transcellular, lipid partitioning,
transappendageal

31. WHAT WE CAN’T SHOW YOU!
• White papers
• Industry reports
• FDA submissions
• Clinical reports
• Training material for sales and marketing groups
• Professional slide kits
• Newsletters
• Advisory Board Reports
• And more…….

32. WHAT DOES SCIENTIFIC INSIGHTS® DO?
COMMUNICATES
TEACHES
EDUCATES
BRIDGES
DIRECTS/GUIDES
CONNECTS

33. DISOREINTING DILEMMA

34. WHICH OF THE FOLLOWING IS
BEST AT REMOVING BACTERIA?

35. Prevention for traveller’s illnesses should include
avoidance of all of the following except (choose
one):
a)Ice
b)Salad bars
c) Local beer
d)Seafood
e)Wading in ocean or lake

36. c) beer
is considered safe since the brewing
process should kill most micro-organisms

37. WHAT HAVE I/ WE LEARNED
ABOUT BUSINESS?

38. Believe it or NOT
• IT is all about NETWORKING
Who you know
Who you know
Who you know knows
Life/Work/Business is all about
MARKETING yourself and your skills

39. STARTING UP!
• Branding
– Name
– Logo
• Office
– Telephone/fax/ e-mail
– Paper/ files
• Marketing materials
– Website
– Business cards
– Pamphlets
• Visibility
– Networking
– Word of mouth
– Referrals
– Cold calls

40. MENTORS - EXPERIENCED VOICES
• Identify your weaknesses
• Ask questions
• Every encounter is a learning opportunity
• Ask questions
• Admit you don’t have a clue
• Be open to trying and learning different things
• Learn to ask for help
• Ask questions
 LEARN TO STRECH YOURSELF

41. Scientific Insights® Consulting Group Inc.
• Lawyer
• Bookkeeper
• Accountant
• Administration
Scientific Insights®
• Graphic Design
WE OWN IT!!!
• Marketing
• Web support
• Bank – investment
• Insurance
• Cleaning
• Advisors

42. YOU CAN’T DO IT ALONE -TEAMWORK

43. GREATEST CHALLENGES
• What to charge?
• Asking for the project –closing the sale
• Invoicing and collecting money
• Prioritizing jobs
• Getting the work done – wearing too many hats
• Juggling projects
• CHOICES
– Family
– Clients
– Networking
– Volunteering

44. GROWTH
• More brains –
more projects
• More hands on deck
• Good turnaround
• Greater diversity
– Team
– Projects
• Larger client base

45.  KNOW THE PURPOSE/OBJECTIVE
OF THE COMMUNICATION

46.  TELL
A GREAT STORY
DON’T FORGET THE SO WHAT!

47. EVERY ENCOUNTER IS A
BUSINESS OPPORTUNITY

48. PLACES TO BE SEEN
• Check out:
• ontbi.org
• marsdd.com
• yorkbiotech.ca
• ghbn.org