26 May 2025
Marketing isn’t just for selling products — it’s for sharing ideas that matter. If you’re working in science, health, or tech, you’re probably already solving real problems. But if no one outside your field understands what you’re doing, the impact doesn’t travel far.
After working with scientists, researchers, and health founders across Africa, I’ve seen the same three communication mistakes show up again and again. The good news? They’re easy to fix — and they make a big difference.
1. Leading with Jargon
You’ve spent years mastering the language of your discipline. But your audience? They haven’t.
Jargon might sound impressive to colleagues, but it often leaves funders, policymakers, and the public feeling lost. If your message doesn’t land, it doesn’t move.
Shift: Translate your work without watering it down. Use everyday language that still honours the complexity of what you do. Think clarity, not cleverness.
2. Focusing Only on the Data
Data is important. But it’s not the whole story.
Numbers alone don’t convince people. What people want to know is: What does it mean? Who is affected? Why does it matter?
Shift: Talk about the change your work could create. Share the ‘why’ behind the numbers — because that’s where connection happens.
3. Waiting Too Long to Communicate
Too many scientists wait until the final paper is published before sharing their work. But by then, you’ve missed months — or years — of opportunity.
Shift: Start early. Share your research questions, your process, the small wins and challenges. Let people in on the journey. It makes them care more about the outcome.
Marketing your work doesn’t make it less serious — it makes it more accessible.
The real goal of science communication isn’t popularity. It’s understanding. It’s making sure your work lands where it needs to — in communities, conversations, decisions.
If you’re ready to share your work more clearly and confidently, this is where it starts.
We’re more than a marketing and communications agency; we’re your strategic storytellers, collaborative connectors, and catalysts for change in science, health & technology.
