bam-logo
4 Minute Read

Dear BAMf Podcast: Episode 49 with Gwen Fisher

101 LGBTQIA+ in Tech, Business & Storytelling

Dear BAMf // Episode 49: Gwen Fisher of PassageBio speaks about how market research can influence your startup's messaging.

In this episode of the Dear BAMf podcast, we speak with Gwen Fisher, VP Marketing at PassageBio. Gwen is responsible for developing and implementing the integrated communications strategy for the company and executive team. She is a communications leader with more than 25 years of experience, including 20-plus years in the biotech and pharmaceutical industries. In this episode, Gwen answers tough marketing and PR questions from our listeners, including how to use data to speak to your audience and influence the C-suite.

Dear BAMf,

My startup is in the beginning stages of working with a marketing and media agency to refresh our brand and messaging. We're a young company and do not have our product fully built out to where we want it. My COO is bullish on not using certain words or phrases in our messaging because she thinks they have a negative connotation. I think her thought process is a little misguided and is limiting our creative process. I know our customers don't view this phrase or concept negatively. Any advice for handling this conflict with data. She's a very data-driven person, but she doesn't have any data to back up her negative perception. I need some internal communications guidance.

Listen now to hear how Gwen advises this writer to move forward.

Dear BAMf: Episode 49

Episode 49 highlights:

  • (01:00) What is PassageBio?

    In Gwen's own words PassageBio is, "A gene therapy company in the biotech/pharmaceutical biotech space." They are using technology to find treatments for unresolved and often devastating diseases.

  • (2:45) What are you most proud of accomplishing in the last 12 months?

    In 2020, the U.S. population lost 9.37 million jobs, and people are still out of work. Gwen acknowledges this by saying, "I'm one of the ones hired over zoom. So I think I'm pretty proud that I landed a job during COVID." She not only landed a job, but she also rebuilt the inter-communication culture for PassageBio. "I believe that the best brands are built from the inside out. It's important that you get your culture right and that you get your employees involved in the development process," explains Gwen. 

  • (05:40) What is your favorite way to tell a story?

    Gwen likes to tell personal stories saying, "The best stories are those that draw out the personal experiences of people." She challenges storytellers to give accounts that speak about their family and their lived experience. Gwen explains, "When you start to personalize your story, it helps it come alive and becomes more meaningful to people who are listening."

  • (06:35) How can data and market research be used to influence my C-suites’ decisions? 

    "It is important to have as much data behind you as possible when you're making your case for something different and new," says Gwen. People naturally resist change, and so can your c-suite. Take the time to gather as much data as possible and don't get discouraged if your ideas are not accepted and implemented. Gwen puts it like this, "Even when you have the data, if your senior executive just has a certain mindset, you're not always able to change them." 

What is Dear BAMf?

We are all BAMfs (badass motherf*ckers), but sometimes even BAMfs need help. Dear BAMf is an advice column-style podcast that lets you anonymously hit us with your hardest marketing and PR questions hosted by Founder & CEO of BAM Communications, Beck Bamberger.

Have a difficult PR or marketing situation you can't figure out? Drop us a line at Dear BAMf. Your submission will be entirely anonymous. 

 

Catch our next episode on Monday, June 14, and subscribe to Dear BAMf on SpotifyYouTube, and Apple Podcasts.

Podcasts

Dear BAMf // 001: Sanja Komljenovic of Ona Creative

Sanja Komljenovic of ONA Creative dives into maintaining great client relationships, defining target audiences, and identifying the right marketing strategy amidst COVID-19.

Podcasts

Dear BAMf // 002: Sarah King of Flywire

Sarah King, Flywire's Director of Global Communications & Brand, discuss the complex challenges of media ethics, client communications, and internal communications.

Podcasts

Dear BAMf // 003: Kerry Bennett of Upfront Ventures

In this episode, Kerry Bennett, Head of Marketing at Upfront Ventures chats with us about the nitty-gritty challenges of PR and marketing when dealing with a CEO's bad reputation.

Podcasts

Dear BAMf // 004: Nairi Hourdajian of Canaan

Nairi Hourdajian, Chief Marketing Officer at Canaan, advises on how to bridge the gap between the media and your client and getting inside the mind of a journalist.

Webinars

AMA with Marie Claire, Men's Health, Women's Health, & OprahMag.com

Danielle McNally of Marie Claire, Spencer Dukoff of Men’s Health, Arianna Davis of OprahMag.com, and Robin Hilmantel of Women’s Health joined us for our latest AMA.

Webinars

AMA with Forbes, Business Insider, & Digital Trends

On April 9, we hosted our first Ask Media Anything (AMA) with Salvador Rodriguez of CNBC, Natasha Mascarenhas of TechCrunch, and Laura Mandaro of Forbes.

Webinars

AMA with CNBC, TechCrunch, & Forbes

On May 7, we were joined by Alex Konrad of Forbes, Megan Hernbroth of Business Insider, and Maya Shwayder of Digital Trends for our Ask Media Anything (AMA). 

Webinars

Crisis Communications 101: Facing COVID-19

BAM's Saramaya Penacho and Marlena Medford walked through how businesses leverage crisis communications tactics to stay above water during the coronavirus pandemic.

LEAVE A COMMENT

The best stories in your inbox.