Posted by: Audrey Erbes | January 16, 2011

Audrey’s Life Science Picks for Week of Jan. 17th

Here’s another week of opportunities to extend your industry knowledge and expand your professional network:

  • BioCentury This Week, Jan. 16th Program Available from Archives; Interview of Dr. Janet Woodcock, Director of the Center for Drug Evaluation and Research, Broadcast, Sunday, Jan. 16th. See broadcast on demand at Check out the archives as well for earlier programs.
  • Bio2Device Group, Tuesday Morning, Jan. 18, 2011; Topic: “Social Media and the Promotion of FDA-Regulated Medical Products;” Speaker: Paulette Morgan, Attorney at Law, Nixon Peabody, Attorneys at Law
  • Deloitte Recap’s Free Webinar, Tuesday Morning, Jan. 18, 2011; Topic: “Big Pharma Surfs the “Second Wave” of Biotech Innovation, Part 2: 25 Years of Monoclonal Antibody Deals and Drug Development”
  • Personalized Medicine World Conference- Silicon Valley (PMWC), Jan. 18-19, 2011; Event: 3rd Personalized Medicine World Conference (PMWC) 2011
  • BioScience Forum, Wednesday Evening, Jan. 19, 2011;Topic: “Biotech’s Never Ending Hunger for Capital;” Speaker: Jason Kantor, Ph.D., Managing Director, RBC Capital Markets
  • San Jose Biocenter, Thursday, Jan. 20, 2010; Event: “Meet with Bayer”
  • San Francisco HBA, Thursday Evening, Jan. 20, 2011; Topic: “The Evolving Healthcare Leader;” Speaker: Dr. Elizabeth Mutisya, Healthcare Executive, who most recently served as Vice President, Chief Medical Officer with Solvay (now Abbott) and 2008 President of HBA
  • BioPharm PM, Friday Morning, Jan. 21, 2011; Topic: “Driving Your Team to Prepare for a Successful Electronic Common Technical Document (eCTD) Submission;” Speakers: Ron Niland, Genentech and Donna Kato, Regulatory Professional Inc.
  • Biotech Bay Career Fair, Monday Afternoon and Evening, Jan. 24, 2011 (don’t forget to register online)
Please share information about my upcoming Bioscience Product Marketing course with colleagues and acquaintances for whom this course will be useful for their career:

UCSC Ext. Bioscience Product Marketing, Feb. 10 – March 10, March 24, 2011

Dates and Times: Thursday Evenings, Feb. 10-March 10, March 24, 2011

Location: UCSC Extension in Silicon Valley, 2505 Augustine Drive, Santa Clara

Tuition: $825 (Early enrollment – $742.50 through Jan. 27, 2011)

Details at


Lead Instructor:
Audrey Erbes, Ph.D., Principal, 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. He has extensive cross-functional biotech experience in large and small companies with a current focus on managing all aspects of commercial development.  Topic – “Product Management 101- Developing/Executing The Tactical Plan”
  • Chris Mahoney, MPA, is Director, Healthcare Strategy at Cynergy Systems, a software concept, design and development agency, where he is working with healthcare organizations, creating customized software solutions to deliver great user experiences and drive deep engagement.  Prior to Cynergy, Chris has held positions at WebMD, IMS Health and Wolters Kluwer Health.  Topic – “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. With more than 25 years’ experience in marketing and communication, Versaggi has directed corporate and marketing initiatives for nearly 200 companies, ranging from startups to Fortune-100 global leaders. 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:

  • Naina Shehzeen Ahmad, M.S., is a Senior Consultant, Simon-Kucher & Partners, Topic: “Role of Pricing and Reimbursement in Product Management Strategic Planning.”
  • Deb Donovan, Consultant, eGold Solutions, Topic: “E-Marketing: Activating Patients in a Web 2.0 World.“


Topic Description

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. In this course students as members of a team build a marketing plan for a product of their choice.




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