Executive Breakfast at Analytica 2026

Wednesday, March 25, 2026 (7:30am - 9am Europe/Zurich)
Trade Fair Center Messe München
Am Messesee
Munich, Germany

**Please be sure to hit SUBMIT during the final registration step. You are successfully registered when you receive an email confirmation from info@thealda.org.

Start your time at analytica with the ALDA community. Our Executive Breakfast brings senior executives together in a small-group setting to connect with peers attending the conference and take part in a timely discussion on how the changing psychology of scientists is influencing how life science tools and diagnostics companies go to market.

The Changing Psychology of the Modern Scientist
Why scientists are “Not Buying It”, and the art of commercial strategy

Scientists are working in a rapidly changing environment. AI is influencing the life-cycle of experiments. New technologies are accelerating innovation cycles. Funding constraints, regulatory pressure, and institutional risk aversion are reshaping how purchasing decisions are made. As a result, scientists are more selective, more skeptical, and harder to engage through traditional sales and marketing approaches.

Drawing on 30 years of experience launching and scaling the most successful life science tools and diagnostics businesses, LINUS founder & CEO Hamid Ghanadan presents a strategic commercial perspective and framework from his just-published book, Not Buying It: The Art of Selling to Scientists, Doctors, and Other Professional Skeptics. In this session, he examines how scientists make decisions across the experimental lifecycle, which sources of influence matter at each stage, and how commercial leaders can develop innovative strategies to stay relevant and competitive.

Designed for senior executives, attendees will leave with practical guidance for building sales, marketing, and product strategies that align with how scientists evaluate risk, credibility, and value today. All attendees will receive a copy of Hamid's book, Not Buying It: The Art of Selling to Scientists, Doctors, and Other Professional Skeptics.

About Hamid Ghanadan

Hamid is the founder and CEO of LINUS, a strategic consultancy that helps life science and healthcare organizations align commercial strategy with how technical audiences think. A biochemist turned marketer, he has dedicated his career to redefining how companies communicate with scientists and clinicians and translating those insights into practical commercial frameworks. He is a frequent speaker on engaging skeptical scientific audiences and recently published a new book on the evolving psychology of scientific decision-making.

Please note that while registration is complimentary, it is also required to assist with planning for adequate food, beverage, and seating for this event.

 

Registration Fees:
Name	Price	Available To
First Registrant (Complimentary)	$0.00	Member
Additional Company Registrants (Complimentary)	$0.00	Member

Cancellation and Other Policies

There is no cancellation date, but please let us know as soon as possible if you find you cannot attend.

Please note, your agreement to abide by our Code of Conduct is mandatory.

 

For more information please contact:

Carol Starke
Manager, Meetings & Administration
Analytical, Life Science & Diagnostics Association (ALDA)
Phone: (703) 647-6361
Email: CStarke@thealda.org