Why Customers Don’t Buy — And What Sales Teams Keep Missing with Hamid Ghanadan

Why Customers Don’t Buy — And What Sales Teams Keep Missing with Hamid Ghanadan

In this episode of Life Sciences Sales Lab, Dr. Shannon Gregg sits down with Hamid Ghanadan, founder of Linus and author of Not Buying It, to unpack one of the biggest challenges in sales: why people hesitate to buy even when the value seems obvious. Hamid shares his philosophy of “finding the third way” — looking beyond black-and-white thinking to better understand human behavior, decision-making, and the hidden barriers that stop customers from taking action. From buyer psychology to market adoption challenges, this conversation is packed with insights for sales leaders, marketers, and innovators in life sciences looking to build stronger customer connections and create strategies that actually work.

From Science to Sales: Why Mentorship & Business Development Matter in Life Sciences with Brittany J. Bell

In this episode of Life Sciences Sales Lab, host Shannon J. Gregg sits down with Brittany J. Bell for a powerful conversation on career growth, mentorship, and the often-overlooked importance of business development in the life sciences industry. Brittany shares her journey from a background in medical laboratory science into the business side of healthcare, highlighting how professionals can leverage scientific expertise beyond the lab. Together, they explore why mentoring and coaching play such a critical role in long-term success and how strong business development skills can create new opportunities in an industry where technical knowledge alone isn’t enough. Whether you're a life sciences professional, sales leader, or someone navigating career growth in healthcare, this episode offers practical insights on building a career with impact. Key topics covered: • Transitioning from science to sales • Why mentorship accelerates career growth • The role of coaching in professional development • Business development strategies in life sciences Building a career beyond technical expertise

AI in Life Sciences Marketing: Innovation Without Compromising Trust

This week on the Life Sciences SalesLab podcast, Dr. Shannon Gregg explores one of the biggest conversations shaping business today — artificial intelligence. As AI rapidly transforms content creation, life sciences organizations are discovering new opportunities to improve efficiency, personalize communication, and accelerate marketing execution. But in an industry built on scientific accuracy, compliance, and trust, an important question remains. How do organizations embrace innovation without compromising responsibility? In this episode, Shannon discusses the opportunities, risks, and bigger questions surrounding AI-generated content in life sciences marketing.

Compliance as the foundation of the industry

Compliance is often viewed as a hurdle—but in the life sciences industry, it can be one of the most powerful sales tools available. In this episode, Dr. Shannon Gregg explores how successful sales professionals use compliance, credibility, and industry expertise to build trust, educate buyers, and drive adoption of innovative solutions. The conversation covers the challenges of selling into highly regulated environments, creating demand for new technologies, simplifying complex concepts, and balancing compliance with commercial growth. Discover why the most effective life sciences sales professionals don't just sell products—they help organizations navigate change while staying compliant and focused on better patient outcomes.

Why Great Life Sciences Products Fail: The Science of Market Adoption with Holley Miller

Why do nearly two-thirds of healthcare and life sciences product launches fail, even when the technology is groundbreaking? In this episode of the Life Sciences Sales Lab, host Shannon J. Gregg sits down with Holley Miller, founder and president of Gray Matter, to explore the critical gap between innovation and adoption. Drawing from more than 20 years of experience in life sciences marketing and commercialization, Holley explains why "if you build it, they will come" is one of the most expensive assumptions companies make. She shares practical insights on how organizations can engineer market belief, create demand before launch, and position their innovations as must-have solutions rather than nice-to-have products. Key topics include: * Why healthcare product launches fail * The psychology behind market adoption * Creating belief before commercialization * Aligning sales, marketing, and medical education teams * Lessons from the early days of surgical robotics * Building sustainable growth trajectories for life sciences companies If you're involved in medical devices, biotech, pharmaceuticals, healthcare innovation, or life sciences sales and marketing, this conversation delivers actionable strategies to help your next launch succeed.