Breakthroughs Are Just the Beginning: How a 3D Bioprinting Pioneer Creates a Market

Organovo’s printers create human tissue that mimic the form and function of native tissue in the body — but live outside the body. This is a big deal. A feat of science and engineering that’s truly disruptive, sci-fi kind of stuff. But the innovation alone doesn’t guarantee success. Once you’ve created something truly novel, how do you bring it to market?

As any technology or life sciences CMO will appreciate, marketing an innovation that outstrips what people know how to applyin their lives is hard work. In this episode of The Uncoventionals, we talk with Organovo CEO Keith Murphy about bioprinting and its big implications for human health. We’ll also discuss how they tell their story, find early application markets, and convince pharma customers to try the platform. Turns out that WHO you talk to first is critical. The key is connecting with buyers that are, as Keith says, “alive to new possibilities.” Find out how Organovo is enlisting the change agents — or as we like to call them "the crazies” — to bring a breakthrough platform to life.