Tech Transfer eNews Blog
University-Industry Engagement Advisor

Marketing University Innovations: Strategies to Revitalize and Expand a High-Touch, Low-Tech Approach that Gets Results


By Jesse Schwartz
Published: October 20th, 2021

The world is changing rapidly, and it has become increasingly clear that TTO marketing strategies must change as well to match new ways of working and new ways of communicating. However, in the tech transfer world personal networks and high-touch contact still matter, and chasing the latest technology-driven marketing tools and strategies often just nibbles at the margins. 

While the art of making the personal connection appears to be losing ground to technology, the old “contact sport” maxim still holds true – but the “old” can and should become new again.

To make your innovations stand out and attract more high-quality licensees, partners, and funding sources, tech transfer professionals must pursue new ways to connect with their audience using a personal touch, in-person engagement, and story-telling. 

The National Cancer Institute’s Invention Development & Marketing Unit (IDMU), which sits within the NCI’s Technology Transfer Center (TTC), is a unique unit with a singular focus: marketing. IDMU is making great strides using an active person-to-person approach to create awareness of technology licensing and collaborative opportunities, and it is expanding that approach by targeting non-traditional entities that don’t know these opportunities exist.

To help you learn from and tap into their successes, Tech Transfer Central has enlisted Joseph M. Conrad, JD, PhD, Senior Technology Transfer Manager at the National Cancer Institute, to present this detailed, strategy-filled webinar: Marketing University Innovations: Strategies to Revitalize and Expand a High-Touch, Low-Tech Approach that Gets Results, scheduled for November 17. For complete details and to register, click here.

Also coming soon:

Posted under: Distance Learning, Tech Transfer e-News

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