our clients
Past and Present Life Science Marketing Agency Clients
Life Science marketing and brand building isn't just some "hot growth market" to us. This is our passion, our speciality, and our life blood.
From Insight to Action: Strategies Built Around Real Needs.
Most businesses think they have a complete picture of why customers buy—but they’re only scratching the surface. Traditional buyer personas, demographic data, and sales funnels tell you who your customers are—but not why they make decisions.
At MESH, we apply Clayton Christensen’s JTBD framework, combined with our expertise in marketing strategy, digital transformation, branding, and growth acceleration, to help life sciences and B2B companies unlock real customer motivations, drive innovation, and position their business for sustained success.
We don’t guess—we uncover the real reasons—and use that insight to build business, sales, and growth strategies that drive measurable impact.
Download Agile Guide to Customer-Centric Growth
Unlock 5 strategies for customer-centric growth by aligning business and customer needs.
Job to be Done Consulting
Sell Solutions, Not Just Products
Too often, businesses focus on selling what they make instead of why customers buy.
Marketing talks about features. Sales pushes benefits.
But customers? They’re not looking for a product.
They’re trying to solve a problem.
And most companies don’t struggle with a lack of marketing or sales efforts. They struggle with connecting those efforts with what customers need:
- A sales process built around pushing products instead of solving real problems.
- Messaging that highlights features instead of addressing customer motivations.
- A marketing strategy based on demographics instead of why customers make decisions.
You’re not alone. When businesses don’t understand the real reason customers buy, they waste money on marketing that goes nowhere.
Here, we don’t just “do customer research.”
We use proven frameworks to uncover the real jobs your customers are trying to get done—and align your marketing, sales, and growth strategies to help them accomplish it.
From refining brand positioning to optimizing sales enablement, we bring executive-level strategy that ensures your marketing isn’t just loud—it’s effective.
Audience and Job Identification
We analyze your audience segments—scientists, clinicians, and decision-makers—and define the specific jobs they’re trying to accomplish, whether it’s improving lab efficiency or navigating regulatory challenges.
Pain Point and Driver Analysis
What’s stopping your audience from achieving their goals? We identify key pain points and decision-making drivers, revealing opportunities to position your solutions as indispensable.
Functional, Emotional, and Social Needs
People don’t make decisions based on function alone. We uncover the emotional and status factors influencing your audience, ensuring your marketing appeals on every level. And yes, even scientists care about emotion and status.
Active Message Development
With insights from JTBD, we craft precise, compelling messaging that speaks directly to your audience’s needs, challenges, and aspirations, driving deeper engagement.
Channel and Content Strategy Alignment
Your audience’s “jobs” should inform where and how you reach them. We use JTBD insights to align your marketing channels and content strategy with their decision-making journey.
Strategy Testing and Optimization
Marketing strategies must evolve. We test and refine campaigns based on JTBD insights, ensuring your marketing continues to deliver measurable results as your audience’s needs change.
Hear What Our Clients Say About Us
I’m much better equipped to launch new products.
Learn More“I’m a scientist by nature, so in my journey as both Founder and leading Business Development, I hadn’t realized all the moving parts that supported new business development from both a sales and marketing perspective until working with Bill and the MESH team–and it was more evident when the strategy led to results.”
Glenn Hanner,
Director of Marketing, Aziyo
MESH has gone above and beyond.
Learn More“MESH Interactive supports us as a digital marketing partner. Their team understood that consumers were becoming more informed buyers, so they made sure that Aziyo Biologics (AZYO) wasn’t getting left behind in the trends.”
Courtney Guyer,
GM of Women’s Health and VP of Marketing, Elutia
MESH helped make
CanGaroo our top product.Learn More“We worked with MESH for 4 years, and during that time, they primarily handled the marketing for our CanGaroo product line. From a relaunch in 2020 to repositioning the product over time, MESH helped us develop our strategy, create all supporting materials, and grow CanGaroo to be our most successful product during this time.”
Case Studies
Overcome growth challenges with deep expertise, strategic direction, and practical marketing leadership—at a fraction of the cost.
Why Mesh's approach to JTBD Works
Strategic, Insightful, and Built for the Real World.
1. Customer-Driven Strategy, Not Guesswork
Most marketing talks about who your customers are. We focus on why they buy. Using Jobs-to-Be-Done (JTBD), we uncover real decision drivers so your messaging, campaigns, and positioning speak directly to customer needs.
2. Marketing That Ties Directly to Revenue
Marketing shouldn’t just create noise—it should fuel business growth. We align marketing with sales impact, lead quality, and revenue outcomes so every effort moves prospects closer to a decision.
3. Messaging That Converts, Not Just Sounds Good
If your customers don’t immediately see your value, they move on. We craft messaging that resonates, differentiates, and helps marketing and sales speak the same language—so closing deals gets easier.
4. Real-Time Insights That Drive Smarter Decisions
No more vanity metrics or static reports. Our dashboards track what’s working, what’s not, and where to optimize—so your marketing and sales strategies evolve with real business intelligence.
3 Easy Steps Over 6 - 8 Weeks to Customer-Driven Strategy
1. Uncover What Truly Drives Customer Decisions
We go beyond surface-level personas to identify the real jobs your customers are trying to get done. Through research, interviews, and data analysis, we pinpoint why customers buy, what keeps them from switching, and where unmet needs create opportunities for growth.
2. Align Marketing, Sales, and Messaging With Customer Reality
With JTBD insights in hand, we refine your positioning, sales process, and marketing strategy to ensure everything aligns with how customers actually make decisions. This means creating messaging that resonates instantly, campaigns that speak to real needs, and a sales process that removes friction.
3. Optimize, Test, and Scale for Continuous Growth
JTBD isn’t a one-time exercise—it’s a continuous process of refinement and optimization. We track how well your messaging, sales, and marketing strategies are converting, then refine, test, and scale what works—ensuring your business stays ahead of shifting customer needs.
Turn Customer Insights Into Business Growth.
Stop guessing why customers buy—start building a strategy that aligns with their real needs. Let’s uncover the motivations that drive sales, refine your messaging, and create a marketing engine that delivers real results.
Resources
Space for Big Thinking, Problem-solvers and Science-innovators
Bringing a brand-new autoimmune therapy to market can feel overwhelmingly complex—especially when you’re...
In this episode, I sit down again with seasoned marketing executive Dave Iannetta to explore how life...
How to Tailor Your Messaging to Each Awareness Stage and Accelerate Your Life Science Sales: “Marketing...
Job To Be Done Strategy FAQs
Is MESH really qualified to lead a JTBD strategy?
More than most firms. Bill Schick, our founder and Fractional CMO, has formal training in Jobs-to-Be-Done (JTBD) from Harvard Business School’s Digital Disruption certification program, which features Clayton Christensen’s groundbreaking work.
Beyond certification, Bill has spent decades applying JTBD thinking to real-world marketing, sales, and business growth strategies in life sciences and B2B. His expertise spans business strategy, messaging, branding, digital transformation, sales and demand generation—ensuring that JTBD isn’t just theory at MESH, but a proven approach that drives results.
Can’t I just use traditional customer personas instead of JTBD?
You can—but you’ll be making decisions based on surface-level demographics instead of deep customer motivations.
Traditional personas tell you who your customers are, but they don’t explain why they buy, what problem they’re trying to solve, or what job they’re hiring your product to do. JTBD uncovers the real drivers behind purchase decisions, allowing you to align marketing, sales, and messaging with what actually moves buyers forward.
How does JTBD actually help my sales and marketing teams?
Without JTBD, marketing and sales might focus on the wrong things—features, pricing, or vague benefits might not don’t resonate.
If your leads aren’t converting, it’s probably because they don’t clearly see how you solve their problem. JTBD ensures your marketing and sales efforts are laser-focused on what actually makes customers buy.
We already do customer research—how is this different?
Most customer research focuses on what customers say they want—but customers don’t always articulate their real needs.
JTBD goes deeper by uncovering:
- The true struggles behind buying decisions.
- What’s preventing them from switching from a competitor.
- The emotional and functional reasons behind their choices.
Understanding what customers are actually trying to achieve (not just what they say) gives you a real competitive edge—because it helps you position your offering in a way that’s impossible to ignore.
Will this take forever to implement?
No. Unlike traditional market research that drags on for months, we can apply JTBD insights in as little as 8–12 weeks.
You don’t have time for theoretical exercises. We focus on fast, actionable insights that you can immediately apply to drive growth.
