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Life Sciences Product Marketing: It's All in the Plan
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X442.5 (1 semester unit in Business Administration)Learn industry-relevant product planning skills required to successfully market life sciences products, and understand how to develop strategic and tactical marketing programs for such product launches. Study a variety of market research approaches, and explore information resources critical for developing a successful plan, product strategy and positioning with differentiated claims. Learn 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 sciences 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 clinical and regulatory labeling.
Throughout the course, students act as members of a class-based product team that replicates a company-based team. Through that pedagogical method, you gain an understanding of 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-sciences 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. Before that, Erbes held U.S. and global management positions at Syntex Corp. in market research, product management, strategic marketing and planning, and business development.
Guest Speakers
Naina Shehzeen Ahmad, M.S., a senior consultant specializing in the life sciences division of Simon-Kucher & Partners (SKP) in San Francisco, focuses on strategic development, value and market access planning, pricing and value positioning strategies, and reimbursement strategies—including innovative contracting—for pharmaceuticals, biotech and medical technology products, and high-value molecular diagnostics. Since joining SKP, Ahmad has led pricing research in international and domestic markets, including the U.S., Europe, Canada, Australia, and Latin America, in a broad range of therapeutic areas.
Debbie Donovan, B.A., an expert in medical device marketing, develops digital marketing programs for medical technology companies, including the integration of social media channels. Currently, Donovan 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 served 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, Donovan began her career at a medical advertising and public relations agency.
Richard Clark, Sr. director, Biopharma Strategy at Medtronic, has extensive cross-functional biotech experience in large and small companies with a focus on managing all aspects of commercial and product development including target product profile and value proposition development, forecasting, portfolio management and clinical trial enrollment strategy. Clark was previously senior director, commercial, at ARYx Therapeutics, where he served on the joint steering committee with Proctor & Gamble developing a gastroenterology program.
Charles S. Versaggi, Ph.D., is president of Versaggi Biocommunications®, a marketing consultancy specializing in corporate and marketing communications for the global life sciences industry. Based in the 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, Versaggi has directed marketing and communications initiatives for life sciences companies ranging from startups to Fortune 100 global leaders. These initiatives include the launch of the first genetically engineered vaccine and genomic disease management products, and the first applications of minimally invasive surgery.
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, Wong coauthored several editions of Plan A’s ONCOSight and Innovations in Anticancer Drugs multiclient report series.
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
- Development of tactical marketing program: steps and content
- Development of information about the product and its competitive market needed for hiring vendors and providing direction that would assist in selection and implementation of tactical programs
- Selection of tactical marketing activities and programs for plan implementation
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 Plan
Future-Term Courses and Enrollments
Courses are offered three terms per year: spring, summer, fall. Information about upcoming courses is available when enrollment opens each term.
- Spring term: Enrollment opens in early December. Classes begin in January.
- Summer term: Enrollment opens in early April. Classes begin in June.
- Fall term: Enrollment opens in early July. Classes begin in August.
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