The Science of Influencing Scientists Using Brand Journalism, Hamid Ghanadan, TBJApodcast 17
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headshot of Hamid GhanadanHamid Ghanadan has dedicated his career to understanding the scientific mind and the culture of science. A Biochemist himself, he has spent the past 18 years understanding how scientists think, make decisions, and how to positively influence them using brand journalism.

Hamid Ghanadan is the author of the 2012 book, “Persuading Scientists: Marketing to the World’s Most Skeptical Audience”, which is the only book in the business literature that focuses on the science market. His firm, The Linus Group provides strategy consulting and marketing for companies in the life sciences, medical devices, diagnostics and bio-therapies. Hamid is a frequent speaker at science industry events, and was recently invited to participate at a TEDx event at MIT (TEDxCambridge 2014).

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Think Like A Journalist Newsbrief

According to the 2013 report of the Media Research Center on the state of the news media, the newspaper industry has seen a 30 percent decline in newsroom staff over the past decade and TV viewership is also declining.

Success Tip

“Discovery consists of seeing what everyone else is seeing and thinking what no one else has thought.” -Quote from Linus Group  Click to tweet!

 Fitness Habit

A long uphill walk early every morning. It helps bring clarity to his mind and focus to his day.

Career Highlight

Epiphany right before entering the stage of the TEDx event in Cambridge.

When It Didn’t Work

Company took on projects that it shouldn’t have and misstepped on the client’s behalf. Hear the life-changing lesson Hamid learned.

Brand Journalism Advice
  • Marketing to scientists using brand journalism means connecting with them on an emotional level first, then relating transparent truths to them in a systematic way.
  • Focus on the story.
  • Nurture the story.
  • Create an experience so others can feel and experience it.
Multimedia Resource


Multimedia Book, Documentary, Channel


The Scientist

Resource Links

Persuading Scientists: Marketing To The World’s Most Skeptical Audience by Hamid Ghanadan

Hamid Ghanadan’s TEDx Talk, Cambridge


The Linus Group

Hamid Ghanadan’s LinkedIn Profile

Twitter @LinusGroup

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Hamid Ghanadan on The Brand Journalism Advantage Podcast
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Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at