Posted by: Audrey Erbes | July 10, 2008

Intensive Life Science Product Marketing Course, July 17-18,Aug.9

Here’s a great way to get up to speed on marketing planning in the life science industry. Participants will create a marketing plan for a pain drug for which the instructor has done the market and medical research. Students will be divided into 3-4 members teams to prepare the Powerpoint marketing plan using the development process provided by the instructor. The course will be given in Cupertino, CA.

Bioscience Product Marketing, UCSC Ext. in Silicon Valley Course Description:

This product marketing and selling-focused course gives participants an in-depth look at product planning and research, marketing planning, and promotional execution as they are done 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., is a life science business development and marketing consultant with 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.

Topics Include:

Instructional Team Biographies
Guest Speakers:

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.”

Laura Raynak, C.M.C., principal of Raynak Search, a retained search firm, has over 15 years of successful biotech and high tech executive search, corporate staffing, sales, marketing and management experience. Laura initially built a career in field sales, marketing and management with Bristol-Myers Squibb, Warner Lambert and Quest Diagnostics which she later leveraged into executive recruitment and corporate staffing, working for TMP Worldwide in life sciences, healthcare and technology. Topic “Effective Sales Strategies: Tools, Processes and People.”

Stanley Skrzypczak, M.S., M.B.A., Director, Managed Care Marketing, Genomic Health, has over 25 years of successful biotech and pharmaceutical sales and marketing experience, including product, managed care, clinical marketing and sales management. Stan initially built a career in field sales and management for 7 years at Searle Pharmaceuticals, prior to joining Genentech where he worked for 18 years. Topic – “Marketing in a Biotech/Genomics Environment- Preparing for the Launch.”

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 Short Presentations by David Lustig, Ph.D. and Tais Schmitt, Ph.D.

For Credit 2.0 Units
Thu, Fri 8:30AM to 5:00PM
Jul 17, 2008 to Jul 18, 2008
Sat 9:00AM to 1:00PM
Aug 09, 2008
Number of Sessions: 3

Required Text(s): No textbook required; Fee includes materials.

Recommended Text(s): None

Register online at



Whether taken individually or as part of the program, the courses provide valuable “hands-on” experience. Through a series of innovative projects, students build the key skills and knowledge needed to work effectively in the bioscience industry environment and a create a portfolio of work for current or potential employers.

Taught by and designed with input from industry experts, the curriculum benefits professionals from within the industry, allied service firms (law, finance, consulting), and those from other industries who are looking to apply their skills in the burgeoning bioscience arena. More specifically, the program is geared for scientific personnel seeking to understand the role of their business and marketing colleagues and the industry environment in which they work; entry to mid-level business and marketing professionals from all backgrounds; scientists considering a move to the business/marketing side of the industry and professionals from service firms who want to better understand how bioscience differs from other industries.


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