Posted by: Audrey Erbes | February 7, 2011

Strategy, Positioning and Differentiation for Life Science Product Planning

It’s not too late to register for Bioscience Product Marketing at UCSC Extension in Silicon Valley which starts this Thursday evening. You will learn how to research and analyze the market in which your product will compete; develop the strategy, positioning and differentiation critical to a life science product’s success; and write a preliminary marketing plan complete with tactical program. At the last session you will present and defend your team’s plan in front of a “Senior Marketing Team”–simulating the workplace process. This course was developed for working professionals in all life science industry sectors whose job functions touch on marketing planning and need to get up to speed on skills needed in the product commercialization process. You will receive the applied training from industry experts during the six Thursday evenings of the course running from Feb. 10- March 10, and March 24, 2011. See details for registration online or by phone at

Other industry events this week include:

  • SBODN Live and Virtual, Monday Evening, Feb. 7, 2011; Topic: “So You Think You Want an Employee Curriculum: Stakeholder Engagement in a Biotech Company;” Speakers/Presenters – Jay Orlin and Ron Sacchi
  • East Bay Chapter, AWIS, Tuesday Evening, Feb. 8, 2011; Event: Networking Social
  • Deloitte Recap’s Free Webinar, Tuesday Morning, Feb. 8, 2011; Topic: “Year-End Summary and Analysis of Key Clinical Developments in 2010”
  • Bio2Device Group, Tuesday Evening, Feb. 8, 2011; Topic: “Collaborations between Physicians and Industry – Effect of the 2012 Sunshine Law;” Speakers: Moderator: Allan May, Managing Director, Emergent Medical Partners; Panelists: Gary Fanton, MD Stanford Univ.; Peter Fitzgerald, MD Stanford Univ.
  • San Francisco AWIS, Wednesday Evening, Feb. 9, 2011; Event: Social Networking
  • UCSC Ext. Bioscience Product Marketing, Feb. 10 – March 10, March 24, 2011; Lead Instructor: Audrey Erbes, Ph.D., Principal, Erbes & Associates and; Richard Clark, Senior Director, Operations, Ayrx Therapeutics; Chris Mahoney, MPA, is Director, Healthcare Strategy at Cynergy Systems; Charles Versaggi, Ph.D., is President of Versaggi Biocommunications; Steven Wong, B.A., a senior consultant at Plan A; Naina Shehzeen Ahmad, M.S., a Senior Consultant, Simon-Kucher & Partners; Deb Donovan, Consultant, eGold Solutions

The complete list of Audrey’s Picks for Feb.-March 2011 is available for downloading by right clicking on highlighted title and opening in a new window. Make this the week you start regularly attending industry events to keep on the cutting edge of our industry and build and maintain a network so important for a thriving career.

Happy Valentine’s Day!



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