Back in high school, we were asked to choose which subjects we were interested in, and based upon that decision we were deciding our life’s path. Regardless of how such decisions are dangerous to make at such a young age (and that’s a totally different topic that we can tackle later), we got the impression that subjects are not interlinked. Whoever chose math had no idea that their future work could be in the biology industry, trying to visualize and analyze biological data, hence, he/she will need background knowledge in biology. A person, who chose to become a doctor/physician had no idea that physics and math are a vital component in statistical analysis of epidemiological data. A person who chose arts could be assigned to write articles about health and nutrition. And so on.

Business and science are highly interlinked, and being a scientist or a researcher does not mean that you’ll be stuck in the laboratory all day and night, disconnected from people. Here are some skills every scientist and individual working in the health industry, should keep in mind:

First: Know Your Market

When starting your scientific job, whether you are the CEO or a researcher, you need to select your market properly. Many scientists, in their enthusiasm about their field of interest, they decide to start their own lab or maybe buy a share in their favorite scientific company. Only when their business starts to lose, they notice that they have forgotten the most essential part of science and business, PEOPLE. When thinking about people, you should put into consideration all the different levels you may face, when advertising your product.

Let’s say you’ve decided to start your own laboratory which tests for genetic diseases, in a country that provides its residents and citizens with a good health system and insurance. You then know that you will only get a certain level of visitors, for example, educated and self-sufficient people. In other words, don’t expect people to pay for a service that might be cheaper somewhere else. Another thing to keep in mind is the level of education of your customers, as it plays an important role. In the above case of the genetics lab, you’ll have to survey your future customers, regarding their knowledge of genetic diseases.

Second: Address Your Market

After knowing your market, and its diversity, you need to address each group of people, according to their interests and education. Hence, you can’t start talking about genetic mutations, and their implications, to a community of people that have no idea what a gene is.

If you want people to truly benefit from your services, then raise awareness using interactive techniques. For instance, hold conferences for physicians and scientists, plan fun activities for children and their parents, advertise your laboratory through TV, social media and banners, organize large annual or biannual events.

This step will last with you till the end. Never stop advertising for your services. Bottom line: Don’t be mysterious, let people know who you are and build your own brand name.

Third: Use the Magic Word

Discounts are your key when wanting to attract customers. As mentioned previously, people will not pay for something that is free or cheaper and of high quality somewhere else.

Fourth: Quality Work

You can attract as much people as ants to honey, but they will not come back again if your service is of low quality. You should register to well-known quality systems such as ISO, CDC, CAP (the last two in case of medical laboratory fields) in order to gain the trust of your market. Your work should be specific, with a good turn-around-time, and cheap. Try to be the first, and people will not mind paying extra money for a high quality service; that’s how you make your profit.

Fifth: Upgrade

Always keep in mind that people love what’s new and shiny. Update your knowledge and upgrade your services, add new tests, and train your scientists to interpret the results effectively.

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On the individual level, as a scientist, you definitely need to learn some business skills. First, learn how to “sell” yourself. Show people and industries how talented you are, what skills you’ve acquired and what your future plans are. Never be shy to talk about yourself, otherwise no one will really know who you are, and you won’t be able to get that grant you’ve been waiting for. Second, it’s really important to learn how to communicate effectively. Communication is vital when working in groups, especially if you are working in a research group. Be ready to tell the world your work, and to “market” it. After all, you’ve worked hard to reach those results, now show people how your work benefits them.

Bottom line, as a scientist you are working hard to make this world better and people healthier. So don’t hesitate to show the world your work.

By: Dr. Sara Abdelghany

Photography: Mohamed Sherif El Dib

Instagram: @mohamedeldib

EDITORS: Sarah Shalaby & Nada Adel Sobhi