Communicating Effectively and Persuasively to Mixed Stakeholder Audiences

In most industries – and especially when dealing with health and science innovation – it’s critical for communicators to reach an array of stakeholders: investors, business partners, consumers, regulatory agencies, the media and advocacy groups. Whether a company is privately-held or public, building branding and messaging that resonates across all stakeholder audiences is essential.

On August 2nd, LaVoieHealthScience (LHS) explored these issues when our founder and CEO, Donna LaVoie, moderated a panel discussion at The Writing for PR and Corporate Communications Conference, presented by Ragan Communications and held at McDermott Will & Emery’s Boston office. The heavy-hitting panel included Sharon Correia, VP, Integrated Communications, LHS, Matt Osborne, VP, IR and Corporate Communications, Voyager Therapeutics, Inc., and Stella Lin, senior healthcare marketing leader, formerly with Sanofi Genzyme.  These communications experts discussed the importance of differentiating and prioritizing stakeholder audiences, balancing messaging to address individual stakeholder needs, mapping out a communications plan with aligned messages, and persuading management to think more broadly – and strategically – across the audience mix.

Key panel takeaways:

Sharon Correia explained how stakeholder prioritization and messaging alignment is core to LHS’ approach to strategic communications. Starting with a proprietary methodology called LHS Immersion®, Sharon explained how, “we work with internal and external client stakeholders to help establish the groundwork for key messages…then we take each message pillar and stratify those against the audiences they are trying to influence, creating topline and secondary messages.” The goal is to establish clear, differentiated positioning pegged to each stakeholder audience and ensure messaging alignment across all channels. Once a messaging strategy is developed, it’s pulled through to overarching themes for story development, news flow, paid, earned, shared and owned (PESO) content distribution, thought leadership and social campaigns.

Matt Osborne of Voyager Therapeutics further broke down the importance of effective, targeted communication to key stakeholders. “You could be a $500B company or a $500M market cap company….60% of your stock price is usually based on the product you have, how you’re competing in the marketplace, another 20% of stock price is due to things beyond your control, but the remainder is absolutely in the control of corporate communications or IR: It’s what you say, how you say it, and when you say it. Companies that do that really well, capture that 20% of value all the time.”

Matt believes the key to effective messaging is to “understand all the functional stakeholder groups, understand who you’re speaking to, simplify the messages and get agreement for those messages.” He went on to discuss how his communications team develops simple, concise statements that apply to all audiences and that everyone internally can agree on. “Sometimes it’s not until you boil messaging down into two or three simple statements that people all agree…and if it’s not clear internally it won’t be clear or resonate externally.”


On the same thread, Stella Lin emphasized how important messaging alignment is during a fire drill situation, coming down to two simple ideas: commonality and preparation. “When you’re in a crisis, trying to get the communications out, [you] have so little time to try and align…start with the commonality – we all want to do disease awareness, right? Start there, whether you’re a doctor or a patient or communications professional.” As a best practice, Stella would meet regularly with different departments and share the market research and stakeholder feedback she was receiving to make sure everyone was on the same page. Further, when Stella looked at her positioning and messaging the first step was to decide what she was trying to communicate – what type of news, is there a call to action – and who her consumers are. Scientific information and complicated concepts need to be transformed into easy-to understand messages if the audience includes more than health care professionals. In healthcare, her consumers could be essentially anyone. Patients, patient caregivers, families, patient organizations, even the general public — all need to be taken into consideration when messages are being formed. Having a team that is aligned and prepared can help make that process easier.


LaVoieHealthScience Adds XenoTherapeutics to Client Roster

Boston-based XenoTherapeutics Aims to Bring Life-Saving Innovation from The Lab to Address the Global Shortage of Transplantable Organs and Tissues

Boston, MA – July 20, 2018 –  LaVoieHealthScience (LHS), an integrated investor and public relations agency focused on advancing health and science innovations, today announced the addition of XenoTherapeutics to its client roster as its agency of record for strategic communications. XenoTherapeutics is partnering with LHS to build a messaging framework to educate stakeholders on the company’s proprietary platform technology to advance xenotransplantation, the science of transplanting organs and tissues of different species.

XenoTherapeutics’ mission is to provide innovative, affordable, and safe medical solutions to patients in critical need in both the U.S. and around the globe.  Its initial product candidate, Xeno-Skin, is intended to serve as a replacement or a complement to the current “gold standard” of burn treatment: human cadaver allograft. However, unlike the limited quantity of lifesaving human graft material available, Xeno-Skin is intended to be mass-produced, stored, and rapidly shipped when needed. Ultimately, the goal is to increase emergency preparedness for unexpected catastrophic events at home and fill current shortages experienced far too frequently around the world today. The XenoTherapeutics pipeline starts with skin, but envisions myriad applications of the technology, including nerves and solid organs.

“In selecting a communications partner, we did our due diligence,” said Paul Holzer, Co-founder and Chief Executive Officer of XenoTherapeutics. “LHS stood out with its deep understanding of the business and regulatory aspects of science and medicine, its team of high-touch senior leaders, and proprietary approach to creating targeted messaging mapped to stakeholders as the underpinning of a strategic communications program. We are looking forward to a long and fruitful relationship.”

Donna L. LaVoie, President & CEO of LaVoieHealthScience commented, “We are delighted to be working with the XenoTherapeutics team to bring attention to their pioneering work in seeking to address the worldwide shortage of organs for transplantation. Headed by a former U.S. Navy SEAL, XenoTherapeutics’ entrepreneurial culture, sense of purpose, and innovative technology based on rigorous scientific research has the potential to be an industry game-changer.”

About XenoTherapeutics

XenoTherapeutics’ goal is to provide safe, scalable transplantation solutions based on three decades of research by some of the world’s top leaders in xenotransplantation, surgery and infectious disease. The company’s proprietary platform leverages genetically-engineered pigs to provide a supply of temporary tissues and organs that are less susceptible to human rejection.

The company has developed a non-human organ transplant solution currently under investigational review by the FDA, which has the potential to catalyze the science of xenotransplantation and address a critically unmet need for organs and tissues across the globe. For more information, please visit:

Crossing the Data Desert: A How to for Pre-Commercial Biotech IPOs

For pre-commercial life science companies, clinical trial data is king.  There may be other members of the court – regulatory decisions, business development and corporate updates – but trial data is clearly king.  Yet clinical trials take time, and there can be long stretches between data.  These data “deserts” can be especially trying for pre-commercial public companies who are, by definition, in the public eye.    How can a company best cross the data desert?  At LaVoieHealthScience, we recommend a financial communications strategy that includes thought leadership in the foreground while data is in development; a reinforcement plan once data is released; and ongoing visibility along the way.

Thought Leadership:  A thought leadership program is a way for a company to differentiate itself by helping audiences understand its science and strategy.  Components of a thought leadership program include first understanding the target audience – do you want to reach advocacy groups, prospective partners, etc.  Then selecting the appropriate channels – is this a story best told through a by-lined article?  Maybe a round-table discussion that is then summarized and pulled through your social channels and website.

Post Data Reinforcement:  Once data is released, be it a poster or a plenary session, a press release is an obvious delivery channel.  However, to reinforce the data, one approach is a KOL event to tie the data to the marketplace and help audiences understand the real-world implications.  As to what type of KOL event – anything from a luncheon to a full-day program could be considered, depending on the phase, data and indication

Ongoing Visibility:  Of course, it’s also important to maintain corporate reputation on an ongoing basis.  That’s when news posts, white papers and webinars can come into play.  News posts include news that is not quite worthy of a press release, but nevertheless of interest – events such as attendance at an invitation-only conference or re-appointment as an adjunct professorship.  White papers, self-written reports that focus on a specific topic, can be made available on your website and/or available on demand.  Webinars, and more recently podcasts, are meaningful channels to engage in conversation that showcases your expertise on a given topic.  Last, and certainly not least, social media is becoming standard for all companies as a means toward initiating conversations as well as inserting into others. You should work with partners who understand the industry to ensure compliant programming.

Crossing the Data Desert:  In sum, there can be a lot of communications desert in between data releases.  However, with a “canteen” of communications strategies, pre-commercial life and health science companies can ensure the success of the journey.

Want to learn more?  Connect today at


$462 Million to Ensure the #StateOfPossible

The Massachusetts biotech world was abuzz on June 14 as Governor Charlie Baker visited Bunker Hill Community College to sign into law a bill that will provide continued investment into the Commonwealth’s life sciences industry. The administration’s commitment to this initiative will help further secure Massachusetts as the world’s premier hub for innovation in medical care advancements.

The bill will ultimately grant $462 million in bonds to the Massachusetts Life Sciences Investment Fund (MLSC) with the purpose of doling out grants to increase diversity and opportunity in Massachusetts’ life sciences and biotech industries.

Here are a few key takeaways from the announcement:

Renewing Deval Patrick’s Plan

The bill renews then-Gov. Deval Patrick’s initiative put into place in 2008. That program cleared the state to invest up to $1 billion over 10 years into the life sciences sector. That bill needed re-authorization this year to continue.

Major Tax Incentives for Boston Businesses

The bill authorizes the state to provide tax credits of up to $150 million over five years, creating greater incentive for industry-leading businesses and promising start-ups to move to or set up shop in Massachusetts, producing economic growth and fueling the already strong job market.

As such, the tax incentive program is designed to provide a cost-effective way of attracting new start-ups and relocating companies to the Commonwealth.

Big Benefits for UMass and other local institutions:
The continued push to fund the UMass Medical School and other sectors demonstrates the robust local commitment to prepare young people to join and contribute to the life sciences workforce.

-$150 Million will be allocated across the five campuses of the University of Massachusetts.

-$50 Million for UMASS Medical School and UMass Lowell
UMassMed says this legislation “will advance neuroscience-related workforce training, translational research, and commercialization of devices and image-based diagnostics across the state.”

-$6 Million for UMass Medical School will support Center for Data Driven Discovery and Healthcare. A center designed to enhance health care though digital technologies and mobile health. Funding from this legislation will also contribute to the creation of the Massachusetts Living Lab.

-$5 Million for MassBiologics of UMass Medical School to support the development of a new biomanufacturing platform for cell and gene therapies.

-$47 million to UMass Amherst to build and equip a Biotechnology and Precision Manufacturing (BPM) research and training facility.


This bill ensures that Massachusetts remains the number one location for life science innovation. The bill highlights a priority of investing in workforce development, biomanufacturing, convergence, and research & development for early stage science. The investment in UMass Medical School has tested to be beneficial, a UMass Donahue Institute report, estimates that each $1 invested by the federal government into the current Sherman Center has a multiplier impact of 2.3X [$2.30]. State officials like Travis McCready, president and CEO of the Massachusetts Life Sciences Center, are promising a push to spread the funding throughout the state at large.
All funds will be monitored by the Massachusetts Life Sciences Center.

LaVoieHealthScience Honored with Silver Bell Ringer Award for Investor/Financial Relations Campaign

Campaign Optimized On-Message Coverage of Pivotal Phase 3 Data

BOSTON, MA – June 14, 2018 – LaVoieHealthScience (LHS), an integrated investor and public relations agency focused on advancing health and science innovations, announced today it has won a Silver Bell Ringer Award in the Investor/Financial Relations Campaign category from the Publicity Club of New England for the agency’s work on behalf of its client, Ampio Pharmaceuticals (NYSE MKT: AMPE), a development stage biopharmaceutical company focused on the discovery and development of novel therapies aimed at treating common inflammatory conditions for which there are limited treatment options.

LaVoieHealthScience developed an Investor/Financial Relations strategic communications campaign to ensure on-message visibility for Ampio’s announcement of pivotal data for Ampion™ for the treatment of osteoarthritis of the knee.

The campaign included a press release that was offered to reporters on an embargoed basis, as well as a post-distribution follow-on campaign that targeted the full range of national, local, business, trade and orthopedic outlets. In addition to the earned media, the campaign included sponsored print and radio content. An important part of the campaign also included a full suite of “infrastructure” including detailed timelines and Q&A preparation.

“I want to thank our talented team and our client, Ampio for their specialized thinking and spot-on execution on this important investor communications program.  We are honored to be recognized again in 2018 by the Publicity Club of New England,” stated Donna L. LaVoie, President and CEO.

Since 1969, the Publicity Club of New England’s Bell Ringer Awards have been a symbol of outstanding achievement for New England public relations and communications professionals in every field and industry and across all forms of media.

About LaVoieHealthScience

LaVoieHealthScience partners with leading health and science brands to build value for their companies, attract capital and reach key stakeholders through integrated communications and marketing. The firm provides strategic communications, investor relations and public relations to build recognition and increase sales and value for health science innovations. The agency has received over 30 awards over the past seven years in recognition of the work it has done for its health and science industry-leading clients and is ranked among the 2017 Inc. 5000 list of fastest growing private companies for the fourth year. In addition to clients listed above, LaVoieHealthScience represents leaders such as Affimed, BioAxone BioSciences, Biotechnology Innovation Organization, Fusion Pharmaceuticals, Genosco, Landos Biopharma, LEO Science Hub, Life Sciences Corridor, NewLink Genetics, Newron Pharmaceuticals, Origenis GmbH, PathMaker Biosystems, Scioto Biosciences, Symbiotix, Triumvira Immunologics, Xontogeny LLC, XenoTherapeutics and other emerging health and science companies.


Media Contact:
Katie Gallagher
Account Manager, PR and Marketing
617-374-8800 x109

LaVoieHealthScience to Co-Host the Writing for PR and Corporate Communications Conference

LaVoieHealthScience an integrated investor and public relations agency focused on advancing health and science innovations, today announced the agency will co-host The Writing for PR and Corporate Communications Conference with McDermott, Will & Emery taking place on August 1 – 2, 2018 in Boston, MA. Register for this event today!

This conference will help guide your writing, harness your corporate story, strike a chord with your stakeholders and increase your media pitch success rate. Over the two days you will attend sessions hosted by members of The New York Times, Cape Cod Healthcare and Dell Technologies to name a few. These sessions are intended to help those whose responsibilities include: writing and editing, corporate communications, public relations, internal communications, corporate storytelling, intranets, marketing and content creation.

Sample sessions include:

  • Creating (and delivering) an integrated message through executive communications
  • Secrets of success: Apply real-world tools to drive clicks, traffic and ROI
  • Audience first: Answering ‘What’s in it for me?’ in internal and external messaging
  • Pitch tank: Pitch our panel of journalists and see if your story sinks or swims

This conference offers exhibitor booths, speaking sessions, pre-conference workshop sessions, networking lunches, one-on-one meetings, marketing collateral and on-site branding and much more. It will be held at McDermott Will & Emery LLP at 28 State Street, Boston, MA.

What’s on Your [social media] Bucket List?

We hear it all the time – my company wants to start a social media program, but we’re concerned we won’t have the content to maintain the program. To address this concern, LaVoieHealthScience recommends a two-tiered structure. First, develop three categories to “bucket” content, and use this framework to develop evergreen posts. Second, be prepared to initiate news or insert your company into ongoing conversations as topics arise. With this structure in place, not only will you have an ongoing program of social media news, but also you will establish your company voice.

Establish Themes, Develop Baseline Content
For example, your categories could be “Disease Awareness and Developments,” “Therapeutic Approach” and “Industry News.” With these themes as a guide, write five evergreen posts per week for starters, one per weekday. Evergreen content can be posted at any time. For example, a “Disease Awareness and Developments” post may cover estimates of those affected, or advocacy group news. The “Therapeutic Approach” post could include advances in immuno-oncology, small molecules, implantable devices or whatever your company’s focus area. An “Industry News” post can showcase what is happening in the life science industry – ideas include an exciting speaker, book or conference.

There are different tools you can utilize to schedule posts and track industry leaders and news. One commonly used dashboard allows for the pre-scheduling of posts, including customization of the time and social media channel[s].

Initiate News; Insert your Company into Conversations
With a baseline of evergreen content developed, you’re free to spend some time on real-time company news and engage with other thought leaders. Not sure where to start? Of course, press releases will be pulled through your social channels. Whether the news is regulatory, clinical, corporate or commercial, company news is a must for social distribution. Beyond press releases, however, companies also have less obvious news. Sometimes it is a corporate event or support for a local non-profit or advocacy group.

Social platforms also offer an opportunity to insert your point of view into ongoing conversations. Part of establishing a social platform is determining who to follow. With other thoughts leaders in view, you can comment, repost and/or like others’ conversations. You can also start a conversation with a White Paper or other “point of view” collateral.

Social platforms are built to foster conversation so on top of sharing your news you should be interacting with other people/companies in that industry. Commenting, liking and reposting shows you are actively engaged with industry events, while ensuring regular, relevant content.

Donna L. LaVoie to Deliver Workshop at BIO International Convention

How to Tell Your Company Story in Just 15 Slides

LaVoieHealthScience an integrated investor and public relations agency focused on advancing health and science innovations, today announced that Donna L. LaVoie, President and CEO, will be presenting at the BIO International Convention 2018 in Boston on Monday, June 4 at 1:00-2:15pm EST, in room 251, just before partnering opens.

The workshop, “How to Create Your Company Presentation in Just 15 Slides,” is based on the LHS trademarked process of your company’s story in just fifteen slides. This workshop will provide real time examples to fine-tune your presentation and pitch before you present your company story. The agency’s management team is also available for meetings through the BIO partnering portal.

“It’s exciting to be back, especially in our hometown in the “State of Possible,” where we have more innovation than anywhere in the world. I am honored to have been selected again this year by the 2018 BIO selection committee,” LaVoie said. “The market for “mindshare” is very competitive and it is very important for companies to create a clear and differentiated message in a fast-paced market of innovative technologies and medicine. It’s not enough to share data, companies need to tell stories within the boundaries of compliance rules.”

Hosted by Biotechnology Innovation Organization (BIO), BIO represents more than 1,100 biotechnology companies, academic institutions, state biotechnology centers and related organizations across the United States and in more than 30 other nations. BIO members are involved in the research and development of innovative healthcare, agricultural, industrial and environmental biotechnology products.

LaVoieHealthScience Adds Senior Financial Communications Practitioner

Paul Sagan joins LHS as AVP Investor Relations and Corporate Communications

LaVoie HealthScience, an integrated investor and public relations agency focused on advancing health and science innovations, today announced the continued expansion of its strategic communications team with the hiring of Paul Sagan, who is joining LHS as Assistant Vice President, Investor Relations and Corporate Communications, effective today. Paul joins LHS from KCSA Strategic Communications, where he was Vice President, Corporate Communications & Investor Relations and worked with a variety of health, science and technology-based clients.

Paul has more than 20 of experience in counselling both privately-held as well as publicly-held companies on investor relations, corporate and marketing communications matters and has served as an executive with several leading Wall Street and New

England-based consultancies, including senior financial communications positions at Sharon Merrill Associates, Morgan-Walke Associates, Thermo Electron Corporation, Allmerica Financial and Camp Dresser & McKee.

Skilled at communicating complex information about his life science clients to both the investment community and to the general public, Paul has advised more than 50 companies – from venture-backed startups to multi-national corporations.

“I’m excited to join LaVoieHealthScience, whose focus on integrated communications and domain expertise in the life sciences is unique,” said Paul. “The firm’s multi-disciplinary approach to IR, corporate communications and financial media relations has helped companies further their growth trajectory. I look forward to helping our clients – some of the luminaries in the life science field – achieve increased value for their innovations.”

As a member of the Senior Leadership Team at LHS, Paul will work with the practice leads in investor and public relations and support the respective practices and clients at the intersection of Science, Healthcare and Technology. Paul will also work as an advocate and facilitator of organizational growth for the firm.

Donna L. LaVoie, President & CEO commented, “With our keen focus on aligning with health, science and technology innovators, Paul’s expertise in strategic positioning and his relationships with institutional investors, analysts, and the media will be important to our firm’s continued success. Paul’s broad experience will be a strong addition to our existing team and an asset to our current and future clients.”

Evolution of the PR Landscape: A Journalist’s Perspective

There’s been lots of talk lately about the changing PR landscape. Evolutions in digital technology, data and analytics, the growing importance of social channels and a media industry that’s been turned upside down, are all factors that have caused disruption in health and science communications. At LavoieHealthScience, we think it’s important to also maintain a focus on fundamentals. In fact, we believe more than ever in the importance of developing strong relationships with relevant journalists and fully committing ourselves to understanding their work and their business.

On April 25th, our founder and CEO, Donna LaVoie, moderated a lively panel discussion at MassBio entitled “How to Engage Busy Biotech Reporters” where a packed house of communicators heard from some of the most important journalists covering the life sciences scene today. Panelists included Gideon Gil, Managing Editor, STAT, Lisa Henderson, Group Editorial Director, Applied Clinical Trials and Pharmaceutical Executive, Lisa LaMotta, Senior Editor, BioPharma Dive, Angus Macaulay, Chief Revenue Officer, STAT, and Max Stendahl, Biotech Reporter, Boston Business Journal.

With their help, we got the inside scoop on how to build meaningful relationships that benefit both our clients and these important publications. Here’s what we learned:

A Day in the Life of a Journalist

It’s no secret that journalists are very busy. As such, PR professionals need to develop a keen understanding of their targets’ day-to-day schedules and take a mindful approach to outreach. This will allow you to capitalize on opportunities to reach a given reporter, pitch an idea and help establish a long-term working relationship that is beneficial and productive for both sides.

For Lisa LaMotta of BioPharma Dive, “crunch time” is between 8:00 AM and noon every day, as the team works to finalize their daily newsletter. In the afternoon, they typically work on longer-range stories, and may have opportunities to discuss ideas and consider pitches from communications pros.

Max Stendahl of the Boston Business Journal has a more unpredictable schedule given that the BBJ publishes daily on-line newsletters at 7:00 AM and 3:00 PM and their print issue goes out every Friday. Wednesday afternoon is deadline for the print issue, so this is not a good time to try engaging in a conversation or sending over a pitch. Sometimes, timing is everything.

Personal Relationships are the Key

Developing a personal rapport with editors and reporters is key to success, and every panelist commented on the importance of building relationships based on mutual trust and respect. In a world where journalists are inundated with emails and phone calls, all agreed that they are much more likely to open or answer a pitch if they recognize the name on their phone or screen. Lisa LaMotta from BioPharma Dive explained that she has come to depend on a growing network of trusted sources that she can consistently rely on. Max Stendahl at the BBJ also appreciates getting to know his PR counterparts at a personal level. “Never underestimate the importance of getting coffee with someone,” he said. Lisa Henderson (UBM) reiterated the importance of personal relationships, stating, “Face to face contact is important. Networking is important. Relationships matter.”

Angus Macauley (STAT, Boston Globe) concluded by reminding the audience that all media outlets put on events and networking opportunities where you can meet with reporters. He encouraged everyone to take advantage of this as it’s a “golden opportunity to build relationships and differentiate yourself from the sea of anonymous PR people out there.”

Media Research & The Art of Pitching

No matter how strong your relationship, your story idea needs to be on point. Communications pros must be up-to-date on the latest trends, issues and storylines that matter to each media outlet they are targeting. The question then should be, “How can I insert my client into the conversation?” Lisa LaMotta at BioPharma Dive also stressed the importance of having a strong subject line in your email and encouraged the audience to make their pitch titles “snappy.” As an example, she referred to a recent pitch she received entitled, “Cambridge Analytica’s Effect on Boston Biotech Marketing.” It was catchy, relevant and left her curious.

Gideon Gil, Managing Editor at STAT also stressed that “strong, unique ideas are as good as gold to reporters and editors,” as are fascinating personalities to profile. “Bring interesting people to us as we want to hear from experts who are doing innovative work in the field,” he said. Max Stendahl added that the Boston Business Journal doesn’t necessarily cater to a scientific audience, so he likes to hear from C-level executives who can give him a very high-level explanation in simple, relatable terms. (Think describing a biotech innovation to your uncle at the Thanksgiving dinner table).

Most importantly, all panelists underscored the importance of demonstrating a true understanding of their publications and the types of stories they cover. This will give you credibility over the long-term and can only be done through reading and researching.

It’s Not Just Earned Media

In addition to earned media, the panel also shifted discussion toward paid opportunities which, in many cases, have become more readily available as major publications focus more and more on their digital platforms. A few of our panelists encouraged the audience to explore these options, citing their distinct benefits.

Angus Macauley, at STAT, discussed how paid opportunities enable you to tightly control messaging and distribution. He also mentioned that they have a strong network of freelancers who can produce strong, on-message copy – or repurpose existing content for you so that it fits their publication from a user experience standpoint.

Lisa Henderson mentioned that Pharmaceutical Executive is branching out to a broader biotech audience, and offers Webinars, whitepapers, eBooks and other paid opportunities. She often consults on these projects, helping clients from a strategic messaging standpoint.

The team at LavoieHealthScience would like to thank our panelists and everyone who came out to participate in the discussion. We hope it was an informative experience and we look forward to hosting similar events in the future. For any immediate inquiries, please contact Doug Russell, SVP and General Manager at LaVoieHealthScience at