WHO WE ARE
Hello Canada!
Expanding beyond our solid US foundation to our new agency hub in Toronto’s MaRS Innovation Center, All Good Life Science Marketing is thrilled to bring its 'substance, savvy and swagger' to Ontario.
Our marketing approach is backed by 30+ years of global marketing experience and deep scientific fluency.
All Good MKTG is peer-reviewed and laboratory-tested to make great life science ventures commercially unignorable.
PROUDLY SERVING:
ONTARIO LIFE SCIENCES FOUNDER MARKETING GLOW UP
HITTING SOON
Commercial clarity for Ontario's life sciences
The Ontario Life Sciences Founder Marketing Glow Up is the answer for Ontario founders determined to move their life science venture from the lab to the market. This is the fourteen-chapter roadmap for navigating the provinces' commercialization chokehold that prevents Canada's most impressive life science ventures from reaching the market.
Connect with us below for a preview of Chapter 1, Marketing Is Muscle. Discover marketing's strategic role in making life science innovation commercially unignorable.
Services
Commercial success for life science innovations demands one of two things: a purposeful commercial framework or sheer luck.
All Good Life Science Marketing serves those who prefer the commercial framework path.
Exclusively focused on life sciences, President Kris Barnette assembles and directs specialized teams of subject-matter experts to support your business goals and commercial ambitions.
Blending strategic discipline with a dash of human swagger, All Good MKTG makes your science unignorable and keeps your venture moving forward milestone after milestone.
01
Marketing Mindset Mentorship
Equip your leadership and staff with the Marketing Mindset to embrace visibility as a strategic value. Redefine marketing as an essential commercial asset with All Good MKTG's team mentorship and executive mindset coaching. Build a culture that moves markets.
02
Tactical Planning
Chart your path and map the course with solid commercial frameworks. From defining GTM launches to optimizing your channel mix, you will learn to map a journey with insight that turns apathy into interest and interest into adoption. Tactical planning with All Good MKTG ensures that your marketing stack operates with the same precision you demand for your research.
03
Program Development
Hit your objectives with a sound action plan. All Good MKTG helps you build and manage multi-channel programs that bridge the gap between product innovation and commercial success. Cooperatively, we'll craft purposeful, integrated marketing initiatives to keep your venture moving forward at every twist and turn.
04
Creative Production
Elevate your presence with creative assets that build immediate visual trust. Let's craft a core narrative and polish it with a professional shine that delivers a competitive edge, at first sight. Whether it’s your website or your pitch deck, present your innovation with the swagger it deserves. Because the market sees you before they even hear you.
Showcase
Lead Gen with a Fluorescent Glow
Leveraging the beauty of science for engagement
The industry myth is that selling fixed cell imaging reagents requires dry, academic specs. We disagreed and set out to prove that highly technical products can drive massive engagement if the creative is savvy enough. The Plan: Kris launched a breakthrough lead generation campaign; a crowd sourced cell image colouring book, that traded tired lead gen tactics for a bold creative approach, all while maintaining rigorous operational targeting. The Results: The market immediately took notice. Winning Thermo Fisher Scientific's® Global Outside-the-Box Marketing Award, the campaign generated 562,000 site visits and nearly 5,000 marketing-qualified opportunities. With 16,000 new contacts within a year. We didn't just sell reagents; Kris proved that creativity is a commercial multiplier.
Decoding the Customer Experience
Transforming customer insight into commercial gold
Stellar Scientific® a leading laboratory supplies company needed to know where their next phase of growth would come from. We went straight to their customers: Lab Managers, Researchers, and Procurement Specialists for the answers. The Insight: Our research uncovered a critical gap. While product quality and website usability were high, the path to discovery was broken. The Roadmap: Equipped with keen customer insight, we built a precision roadmap: dominate SEO for technical queries, leverage word-of-mouth networks, and aggressively target consumables demand. The Result: A clear, customer-first strategy that transformed subjective feedback into a measurable engine for commercial growth.
Silo-Busting Solution-Selling in 5 Easy Steps
The framework that transformed marketing at Thermo
Thermo Fisher Scientific® faced a giant’s dilemma: a massive portfolio divided into silos. Widgets, reagents, hardware, and consumables were pitched independently by disparate business units with little regard for their interdependence in the lab . This fragmented approach clashed with the reality that researchers do not think in isolated variables; they think in holistic experimental systems and demand confidence in their protocols. Marketing was selling individual ingredients, but the customer was trying to engineer complex research. The Plan: Serve first. Sell second. The transformation began in 2014 with the debut of the "5 Steps for Publication-Quality Fixed-Cell Images - the First Time." We scrapped the traditional product catalogue in favour of a workflow-centric framework that mapped chaotic lab processes into guided workflows with best-in-class protocols that could be performed in a few simple steps. Fix → Permeabilize → Block → Label → Image By standardizing the logic, we created a framework that structurally enforced cross-category purchases. The visual logic was undeniable: to achieve the high-fidelity result in Step 5, the researcher required the complete, integrated system provided in Steps 1–4. The Impact: A Scalable Revenue Engine The results were immediate. Within 48 hours, the guide generated such intense demand that it was gated as a primary lead-generation asset. The framework proved to be a "master key" for the corporation, quickly spreading through the company. To date, this architecture has been scaled across 5+ business units and 16 product portfolios. The best part: Five Steps to Science-Life Balance Ultimately, Kris' framework reached the C-suite. Transcending technical protocols, it evolved into a top-tier brand promise: "5 Steps to Science-Life Balance". The message shifted from the technical to the emotional: by following Thermo Fisher Scientific’s efficient five-step workflows, researchers could eliminate troubleshooting errors and get out of the lab by 5:00 PM. What began as a reagent guide became a masterclass in B2B marketing—turning a technical protocol into a promise of professional freedom.
The Stellar Scientific® Spring Spectacular
Pitching laboratory supplies with cartoony vibes
Stellar Scientific® stood in a commoditized marketplace defined by dry specifications and beige stock photography. Competitors were pitching sterile equipment lists with no regard for the human element of the bench scientist. This "boring B2B" approach clashed with the reality that researchers are not robots; they crave connection and simplicity. Marketing was selling specs, but the customer was looking for a partner that made their day easier. and nicer. The Plan: Disrupt the visual landscape.starting with the debut of the Spring 2024 Laboratory Spectacular. We scrapped the traditional, sterile product catalog in favour of a comic-book-inspired narrative, injecting vibrant colours and a squad of "Llab Llama" characters to turn a standard product list into an un-ignorable sales asset. Freeze with Ease → Shake Things Up → Seal the Deal By humanizing the hardware with pun-heavy headlines, we created a visual system that guided buyers directly to the equipment they needed with a smile. The logic was undeniable: to break the "commercialization chokehold," you don't just need data—you need personality. The Impact: An Un-ignorable Sales Asset The results were immediate. The "unexpected design" didn't just look cool; it worked. The campaign contributed to a 52% search discovery rate and drove an 87.5% positive sentiment score, with customers specifically citing "friendliness" as a primary differentiator. By disrupting the visual landscape, the "Spectacular" proved that even in high science, the brand with the swagger wins.
Pitching the same Science to Diverse Markets.
Translating physics into protection
How do you pitch a "spectroscopic area monitor" to a non-scientist? You stop talking about spectroscopy and start talking about survival. Thermo Fisher Scientific® needed to launch the RadHalo to a diverse audience ranging from defense personnel to emergency crews. The Strategy: We stripped away the jargon to reveal the core value proposition. The launch emphasized the system's ability to identify specific threats from outside the danger zone, turning a complex technical sheet into a compelling narrative of remote detection. The Result: A successful global launch that cut through the noise, securing Thermo Fisher Scientific's foothold in the competitive critical infrastructure and defence markets.
Humanizing a Global Giant
B2C connection through storytelling
How do you humanize a global corporate giant? You stop focusing on the products and start celebrating the people. Thermo Fisher Scientific® wanted to build authentic connections with the scientific community, moving beyond technical specs to champion the actual humans behind the research. The Plan: We launched "This is How I Science," a video series featuring real researchers alongside celebrities like Kunal Nayyar to discuss diversity and passion in STEM. We shifted the lens from "what Thermo Fisher Scientific sells" to "who they serve." The campaign shared personal stories and real struggles, stripping away the "ivory tower" stereotype to make science relatable and accessible to broader audiences. The Result: A brand-defining campaign that positioned Thermo Fisher as a champion of scientific advancement. By focusing on the people behind the research, the series built lasting engagement and strengthened the brand's bond with the community; proving that storytelling is scientifically sound marketing.
About Kris, President + Educator
In a risk-averse industry obsessed with the "bronze standard" of technical rationality, Kris Barnette is the creative closer that life science labware and instrumentation providers need to take high-stakes leaps forward.
He brings executive-tier academic rigour (a master’s from Northwestern and an award-winning instructor at Kent State University College of Business and Entrepreneurship), corporate pedigree (former Global Market Development Lead at Thermo Fisher), and the untamed swagger of a pure creative that neither of these things can teach.
You don't hire Kris to run your everyday marketing operations; you call him when you need a category-defining breakthrough. He is the eccentric catalyst who will look at your technically correct, commercially neutered messaging and completely flip the script to make it unignorable.
If you want to blend in, there are plenty of traditional agencies for that. If you want to move markets, contact the guy Chris Conner of Life Science Marketing Radio Podcast calls “The most creative mind in life science marketing.”
Kris Barnette 330-780-9383
Testimonials
“Part Wonka
Part Warhol
Pure Awesome”
“Part Wonka - Part Warhol - Pure Awesome, Kris transformed the way we interact with the world.”
“The amount of stunning work All Good MKTG produced for us at Stellar Scientific® over the last two years is mind-boggling.”
“Kris is brimming with ideas and solid GTM strategies to help turn dreams into dynamos.”
President
Stellar Scientific®
“Creativity is his clear strength”
"Kris' clear strength is creativity and he utilises this skill in developing marketing approaches to delight and engage customers. He is thoughtful about his marketing and applies this lens of creativity to all of his work. Kris is also extremely collaborative to ensure all points of view are considered to produce the best customer experience.”
Director, Global Marketing
& Digital Strategy, Cell Biology
Invitrogen®
“Energizing and innovative”
“Energizing and Innovative is how I would describe Kris. He has the ability to create meaningful, fun, highly engaging marketing that helps us stay engaged with our scientific community and exceed our business goals. I highly encourage anyone to reach to him for a fresh look at their marketing strategy.”
Sr. Marketing Manager & Executive
Communications, Biotech
Thermo Fisher Scientific®
Nancy
Adwords, SEO, & PPC
Maryland
Suzanne
Video & Photography
Ontario
Chris
Motion Graphics
Ohio
Christopher
Adwords, SEO, & PPC
Maryland
Chris
Thought Leadership
California
Alex, PhD
Written Content
Nevada
Apoorva
Web Development
Ontario
Otis
Web Development
Quebec
Paul
Design & Illustration
New Jersey
Paul
Customer Research
New York
Rick
Media Relations
Tennessee
Dan
Videography
Ohio
Devin
Administration
North Carolina
Sydnie
Design
Ohio
Adnan
PR & Written Content
Ontario
Your science can change the world.
Let us help you do it.
Connect with us, and we'll send you a digital preview of Chapter 1 from our upcoming fourteen-chapter commercialization guide, the Ontario Life Sciences Founder Marketing Glow Up.
