If “Science has a really serious marketing problem” as Larry Page observed, then life extension technologies face even bigger marketing problems. I am definitely not a marketing expert but realized the problem early on when thinking about the lag-phase period of a robust life extension technology. So I made a short email interview with Dave Gobel, the marketing and business mind/strategist behind the Methuselah Foundation (official title: Chief Executive Officer) following our meeting and chat at the SENS3 conference in Cambridge, UK, 2007.
1. What is the biggest marketing problem of any future (or present) healthy life extension technology?
The biggest marketing problem today is the time it takes for a beneficial effect to present itself. For instance, a product such as resveratrol may take months to present beneficial results, or it may never show up clinically. People who are scientifically sophisticated can appreciate the value of reduced circulating fats or glucose, but to the typical individual, there are much sexier things to spend money on that give immediate gratification and clear utility. The proof of this is illustrated by a counter example – how ridiculously easy it would be to sell a product that biologically reversed grey hair. The effect might be seen gradually but incontrovertably by all and in the mirror directly.
It seems to me that the best way to proceed from a business standpoint therefore is from the outside in. Create legitimate products that improve a person’s visual image and therefore social standing and they will flock for the result. Try to engineer those products to have globally beneficial effects, and marketing becomes easy.
So, for the present, the problem is delayed, and difficult to pinpoint results in exchange for expensive pills/treatments and never ending taking of pills. What about the future? The problem of marketing will evaporate as tissue engineering provides an immediate benefit by eliminating hip, knee and similar pains while restoring or even improving base functionality. When biologically matched teeth can be implanted and grown anew in gums, marketing will be easy.
2. How to market life extension for different generations (teenagers, college students, young adults, mature adults, grandpas and grandmas) and what are the main differences here? Read the rest of this entry »