Life Science Product Marketing: It’s All in the Plan

UC Berkeley Extension, Thursday Evenings, Feb. 16, 23, March 1, 8, 15 and 29, 2012

Belmont, CA

Course Description

This science product marketing course introduces industry-relevant product planning knowledge and skills required for successfully marketing life science products and, specifically, explores the development of strategic and tactical marketing programs for their launch. Topics include learning about different market research approaches; information resources critical for developing a successful plan, product strategy and positioning with differentiated claims; and how to identify the most lucrative target audience. Course activities include a team-developed preliminary marketing plan.

The course is appropriate for professionals at all levels in life science marketing research, product planning and management, product sales, promotion, business development and licensing, public and corporate relations, as well as other company functions involved in the development and commercialization of a product and its labeling, including clinical and regulatory.

Course participants will learn about the development of a marketing strategy, product positioning, differentiated claim structure and selection of target audience as members of a class-based product team that replicates a company-based team. They will understand what goes into successful tactical marketing and promotional programs and gain insights into what it takes to gain management approval and resources for implementation.

Course Instructor

Audrey Erbes, Ph.D., Principal, Erbes & Associates and www.audreysnetwork.com, is a life-science business development and marketing consultant and developer of customized executive education. With more than 30 years of managerial experience in the biotech and pharmaceutical industry, she was Executive Vice President and cofounder of Kowa Research Institute, a biopharmaceutical licensing and investment subsidiary of Kowa Company Ltd., Japan and before that held U.S. and global management positions at Syntex Corp. (acquired by Roche) in market research, product management, strategic marketing and planning, and business development. 

Guest Speakers and Their Topics

Naina Shehzeen Ahmad, M.S., a Senior Consultant specializing in the Life Science division of Simon-Kucher & Partners in San Francisco, has professional focus which includes strategic development, value and market access planning, pricing and value positioning strategies, and reimbursement strategies, including innovative contracting, for pharmaceuticals, biotech and med tech products, and high-value molecular diagnostics. Since joining SKP, Ms. Ahmad has led pricing research in international and domestic markets, including the US, EU-5, Canada, Australia, Latin America and APAC countries, in a broad range of therapeutic areas. “Role of Pricing and Reimbursement in Product Management Strategic Planning”

Debbie Donovan, B.A., an expert in medical device marketing, is focused on developing digital marketing programs for medical technology companies—including the integration of social media channels. Currently, Debbie is the Director of Marketing at Avantis Medical Systems supporting market adoption of Third Eye® Retroscope. Previously, she was a Senior Manager at Intuitive Surgical and, addition, had experience serving Ob/Gyn, Orthopedics/Spine and ENT physicians at Conceptus, Kyphon and Somnus. Her expertise is in developing effective strategies and leading teams in marketing communications, public relations and event programs. Before heading to the client side, Debbie began her career at a medical advertising and public relations agency. “e-Marketing: Connecting with Providers and Patients”

Richard Clark, Sr. Director, Biopharma Strategy at Medtronic working to integrate Medtronic technology into drug development, has extensive cross-functional biotech experience in large and small companies with a focus on managing all aspects of commercial/ product development, including target product profile and value proposition development, forecasting, portfolio management, and clinical trial enrollment strategy. Richard was previously Senior Director, commercial at ARYx Therapeutics where he served on the joint steering committee with Proctor and Gamble developing a gastroenterology program. Richard worked for many years in commercial organization at Genentech. “Product Management 101- Developing/Executing The Tactical Plan.”

Charles S. Versaggi, Ph.D., is President, Versaggi Biocommunications®, a marketing consultancy specializing in corporate and marketing communications for the global life-science industry. Based in the San Francisco Bay Area, the firm serves clients in every stage of development — from seed funding through research and development, clinical trials, regulatory approval and worldwide product marketing. With nearly 30 years of strategic marketing and communications experience, Dr. Versaggi has directed marketing and communications initiatives for life science companies ranging from startups to Fortune—100 global leaders. These include the launch of the first genetically engineered vaccine and genomic disease management products, and the first applications of minimally invasive surgery. "Building Value through Strategic Marketing Planning and Communications."

Steven Wong, B.A., is a Senior Consultant at Plan A, a strategic marketing consulting firm servicing biotechnology and pharmaceutical companies. He specializes in developing patient-based forecast models and prioritizing marketing opportunities in therapeutic areas such as oncology and infectious diseases. At Plan A, he has directed numerous consulting engagements, including opportunity assessments, complex population modeling, and therapeutic area strategy. Additionally, Mr. Wong co-authored several editions of Plan A’s ONCOSight and Innovations in Anticancer Drugs multiclient report series. "Market Research Information Resources”

Course Content Outline

Strategic Marketing Research, Analysis and Creativity

• Marketing plan outline
• Market research tasks and methodology for implementation
• Analysis of market research results for input to planning
• Development of market strategy
• Selection of best market segment and target audience focus
• Development of product positioning and claim structure

The Marketing Program

Writing the Product Marketing and Sales Plan

• Putting all the elements together in draft plan
• Writing final preliminary plan for implementation
• Selling the plan and obtaining prospective “company commitment” to proposed plan, marketing programs and related budget with guest Marketing Committee

Presentation of Team Marketing Plans

Register at UC Berkeley Extension website:

     Life Sciences Product Marketing: It's All in the Plan.