Emma Ryan Lind has a background in biology and began her career in the lab about 30 years ago, but she quickly realized she was more interested in understanding why customers were buying products. That curiosity led her into marketing and product management, where she found a passion for combining scientific knowledge with effective communications.

At Atlas Antibodies, Emma ensures the company’s products align with customer needs and that the messaging resonates with and engages the audience. She works closely with cross-functional teams, including research and development (R&D) and sales, to ensure that product development supports researchers and enhances their work.

“Over the years, I’ve gained extensive experience in market trends and product positioning, which has proven invaluable in my role at Atlas Antibodies – allowing me to bridge the gap between science and marketing,” she says. 

Atlas Antibodies is a biotechnology company founded almost 20 years ago by researchers from the Human Protein Atlas project, and it specializes in developing antibodies that target human proteins. The company aims to advance protein science and medical discovery, contributing to global health and well-being. 

Understanding customer needs

Emma emphasizes that understanding customer needs in a complex marketplace is both essential and challenging, especially when the customers are primarily researchers in academia, biotech, and pharmaceutical industries.  

Marketing in a scientific company is about connecting with researchers and creating content that truly reflects the value of our products.

“Our work is rooted in the highly scientific foundation of the Human Protein Atlas, and we need to maintain our position as experts in the field. That’s why we prioritize producing scientific content, hosting webinars, attending conferences, and engaging directly with researchers. We’re also expanding our digital presence to ensure we’re visible where researchers seek information – whether that’s online or in person,” Emma says. “Marketing in a scientific company is about connecting with researchers and creating content that truly reflects the value of our products.”

“Our products are excellent, so the challenge is to create content that matches their quality. This involves strong messaging, enhancing our digital presence, and communicating our core values, like sustainability. It’s crucial to combine words and visuals in a way that connects emotionally, even with technical products,” she explains. 

Bridging science and communication

“You need to be strategic, understand market trends, and grasp customer needs. Strong communication is key – great products won’t succeed without clear messaging. Additionally, you have to analyze data effectively, focusing on key insights without getting lost in the details,” Emma explains. 

She highlights her true passion for combining science with communication and how rewarding it is to translate complex science into understandable and valuable content for researchers. “For example, with our new product MolBoolean, we’re making cutting-edge technology accessible. Even with well-known concepts like antibodies, it’s about crafting clear messaging that resonates with our customers,” Emma says.

I’m not just applying my skills to simple products, I get to combine emotional marketing with highly complex science.

She acknowledges that working in the marketing department of a scientific company is a unique experience. While it’s still marketing, the environment is completely different from other sectors. It’s very specialized, highly scientific, and targets a very specific audience. “I’m not just applying my skills to simple products, I get to combine emotional marketing with highly complex science,” she says.

“Sometimes, I joke with myself – life would probably be a lot easier if I were just selling pink shoes! But then again, that’s what makes my job so exciting. It’s challenging but also rewarding because it requires me to engage all parts of my brain at once,” she describes. 

Collaboration to move forward

Emma believes that collaboration is key in her role. She works with diverse teams while maintaining a customer-centric focus. 

Staying rooted in our mission to connect with researchers globally is essential as we move forward.

“In high-tech and biotech industries, it’s easy for the product rather than the customer needs to drive the direction. Staying rooted in our mission to connect with researchers globally is essential as we move forward,” she explains.  

She also expresses that shifting the mindset of the company to a traditional scientific approach to marketing is not easy. “Marketing isn’t just about publishing a poster at a conference – it’s a much broader, strategic effort. So teaching scientists what marketing truly entails and fostering collaboration is key to accelerating the company’s progress,” she concludes. 

About the Author

Paula Pérez González-Anguiano, M.Sc. in Scientific, Medical and Environmental Communication, is a Biotechnologist, Science Journalist and Illustrator based in Barcelona, Spain.