Are you marketing your research effectively?

At the May seminar on "Creating a Compelling Case for Your Grant," Dr. Amy Brooks Kayal, Ponzio Family Chair and Chief of Pediatric Neurology at Children's Hospital, explained that as researchers, we aren't very good salespeople, and she stressed the importance of building awareness and highlighting the impact of your research every chance you get.

This blog highlights avenues and techniques for "marketing" your research.

Create an elevator pitch
You never know when you'll be talking to a peer reviewer, a program officer, a potential collaborator, or some other supportive person. So, are you ready to give them a quick and compelling rundown of your research?

If not, consider creating an elevator pitch that is 1-2 minutes along and focuses on the significance and impact of your research. Also, consider what you need from others for your research to be successful, so you're able to make connections on the spot with those that might have funding or expertise that will further your work.

Use conferences to build awareness
Similar to not knowing who you'll run into who may be able to support you and your research, you also do not know who will be in the audience when you're presenting your research at conferences.  A peer reviewer for your next grant may be listening.

But, aside from wowing the crowd with your research, don't forget to also go over the basics. Dr. Brooks-Kayal suggests always discussing the reach of the problem you're solving. In her research on Epilepsy, she noted that very few people know that 1 person in 26 will be impacted by Epilepsy in their lifetime or know how devastating the disease can be, so she begins each presentation she does with these statistics to show the significance and potential impact right off the bat.

Build and work your network
In Elsevier's guide, "Charting a Course for A Successful Research Career," Professor Alan M. Johnson points out that your PhD Supervisor, your formal and informal mentors, and any research collaborators are a given network. But, in addition, early career researchers should look to former classmates in your doctoral program or other members of societies to which you belong. Even building relationships at conferences can allow you to effectively build your network.

However, having a large network to tap is far less valuable to you if you're not using it. Keeping key people in your network informed of your work and your success is essential to make sure that as the folks in your network meet with others they are able to facilitate connecting other potential supporters and collaborators with you. Johnson suggests "your network can be of great value indirectly by 'singing the praises of you and your work' to others."

Find a mentor(s) who will support and tout your work
Lastly, among your fans, you want to have a known and successful researcher. This can be an important role for a mentor to play in addition to the guidance and support  they offer you in building your career. If your mentor(s) currently are not talking you up, consider asking him or her for more formal letters of support or accolades. It may be that these requests can get your mentor thinking about how they can easily promote you. Or, consider searching for additional mentor(s) that will provide you this type of support more naturally. Donna J. Dean offers these tips and more, in her book, Getting the Most out of Your Mentoring Relationships.

Although it is unsavory to consider a "wheelin and dealin" approach when it comes to research, I hope you can draw from some of these best practices in marketing and networking to give you an edge in this competitive research climate.