UCSC Ext. Bioscience Product Marketing, July 22-23, 2010 and 3rd Meeting to be Selected by Students
This product marketing and selling-focused course gives participants an in-depth look at product planning and research, marketing planning, and promotional execution practices in the bioscience industry. Topics include market research methodologies, information sources and applications relevant to product planning; the development of marketing strategy, product positioning and differentiated claims; and the creation of tactical marketing programs and activities to maximize revenue potential. Course activities include the creation of a preliminary marketing plan.
The course is well suited for all levels of professionals in bioscience marketing research, product management, product sales, advertising, public relations, business development and licensing, as well as other related functions, such as regulatory, clinical and legal.
Lead Instructor:
Audrey Erbes, Ph.D., Principal, www.audreysnetwork.com and life science business development and marketing consultant, has more than 25 years of managerial experience in marketing and business development in the biotech and pharmaceutical industry. She was Executive Vice President and cofounder of Kowa Research Institute and held management positions at Syntex Corp. in market research, product management, strategic marketing and planning, and business development in the U.S. and abroad.
Guest Lecturers:
• Richard Clark, Senior Director, Operations, Ayrx Therapeutics
• has over 25 years of successful biotech and pharmaceutical sales and marketing experience, including product, managed care, clinical marketing and sales management. Topic – "Product Management 101- Developing/Executing The Tactical Plan"
• Chris Mahoney, MPA, WebMD, is an expert in the use of secondary patient data for pharmaceutical marketing applications, consulting with companies ranging from large global pharmaceutical companies to start-up biotechnology companies a "Patient Adherence: The Impact on Brand Performance."
• Charles Versaggi, Ph.D., is president of Versaggi Biocommunications®, a strategic marketing consultancy for biotechnology, pharmaceutical and medical technology companies. Topic – "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. At Plan A, he has directed numerous consulting engagements, including opportunity assessments, complex population modeling, and therapeutic area. Topic – "Market Research Information Resources."
Additional timely talks will be made by:
• Christian Schuler is a Partner, Life Sciences, Simon-Kucher, a global consulting firm specializing in product pricing and marketing strategy. Topic: “Role of Pricing and Reimbursement in Product Management Strategic Planning.”
• Deb Donovan, Consultant, eGold Solutions, is an expert in commercial product development and eMarketing in the medtech industry. Topic: “E-Marketing: Activating Patients in a Web 2.0 World.“
Dates and Times: Thursday and Friday, July 22-23, 2010
8:30 am – 5:00 pm
Third Session approximately a month after initial dates-to be selected by students
Number of Sessions: 3
Location: UCSC Extension in Silicon Valley, 2505 Augustine Drive, Santa Clara
Tuition: $750 (Early enrollment - $675 through July 8) See details at www.ucsc-extension.edu/BPM
