By Ann Marie DiSerafino
Special to the North Carolina Biotechnology Center
Decision makers in business often bemoan the lack of time to digest the volume of material sent to them – knowing they can expect journals and papers stacked a foot deep after a week out of the office. There is simply too much information coming at them.
That’s why Malcolm Skingle, Ph.D., of GlaxoSmithKline incorporated a video, called a Cyberpitch, into his presentation at a meeting of the Association of University Technology Managers in February.
In a few minutes, the Cyberpitch explained the potential use of a single technology and where to get more information. Based on his experience as GSK’s academic liaison director of worldwide business, Skingle pitched the Cyberpitch concept to his audience, saying, “This is what we need.”
Peter Doyle, founder of Media Marketing Consultants, developed the Cyberpitch to aid professionals across the technology transfer spectrum. The brief video explains what a technology can do, not how it works. In two to three minutes, it gives executives the core value of a prospect and helps answer the question, "Is this something I’m interested in?"
Doyle compares his approach to how most Americans get their news in our information-saturated culture: they watch TV news, which filters the information into discreet points.
"People make decisions about what is important to them, and they can follow up on that with other publications. If other stories are not of interest, they let them pass by," said Doyle.
Three Ways to Communicate
Doyle delivers Cyberpitches with everyday communication tools, such as the Internet, e-mail, cell phones and PDAs. More specifically, he has created a micro-network, an online connection for people with common interests, called SciFin.net. The service links inventors and researchers with corporations, foundations, venture capitalists and entrepreneurs.
SciFin.net, an online and mobile-device delivery network, offers three ways to communicate. The first is through a "video one sheet," which is an embedded video with interactive links that can be sent to directly to targeted clients.
Doyle said that when constructing a list of where to send a video, he refers to the goals of the organization's technology transfer office. For example, scientists at North Carolina Agricultural and Technical State University developed a technology that turns fly ash produced by coal-burning power plants into a strong, fire-resistant, lightweight material that can be used in construction and transportation. A video highlighting this technology was directed to industry associations and businesses in related fields. Doyle said that other technology transfer offices are looking for investors, so their list may target venture capitalists that have portfolios in that field.
A second means for inventors to reach executives is a mobile-delivery system, which sends a text message to a cell phone or PDA. The text message contains a link to a Web site designed specifically for small, mobile-device screens.
"What we've found is that people making decisions are often not in the office," said Doyle. He wanted a way to reach them on the road during down times, such as when waiting for a plane or riding in a taxi. They can view information and send back a message if interested.
The third option offers two-way communication, enabling executives and investors to seek as well as receive news of new technology prospects. The Cyberpitch site, which is getting its finishing touches, makes videos available online with links to research papers, articles and e-mail addresses.
"Someone interested in nanotechnology, for instance, could do a search for that," he explained.
Doyle said this site is like a technical version of YouTube, but with security measures to monitor who has access to what information.
Initially, SciFin.net will be free to use. Over time, Doyle plans to convert it to a corporate-sponsored subscriber system.
A Vaccine for MS Takes the Stage
Marti Van Scott, director of the technology transfer office at East Carolina University, said the university decided to try out the Cyberpitch idea using research by Mark Mannie, Ph.D. He is developing a vaccine for multiple sclerosis and other autoimmune diseases.
Since the vaccine is in the earliest stages of development, the goal was to seek partners and raise awareness of Mannie’s work and ECU research.
Although she has not yet received any direct referrals from their Cyberpitch, Van Scott believes it has succeeded in educating the intended audience. It also helped to secure grants and other funding from sources such as North Carolina Biotechnology Center’s business development program.
Van Scott said that while there are a number of different services available to aid technology transfer offices, Cyberpitch offers something new.
"This is different. It tells a story — a largely compelling story," said Van Scott. "It is significantly different than other methods."
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