Posted by: Audrey Erbes | February 26, 2011

Bioscience Business and Marketing Course and Other Events

The industry is going through a lot of turmoil and change as former business models in all sectors are being challenged by changing regulatory requirements, funding, and growth patterns globally. As a result, professionals across functions recognize they need to fine tune their skills and learn some new ones to make recommendations and decisions that respond appropriately to the new environment.

I would like you to consider taking my upcoming UCSC Extension Bioscience Business and Marketing Essentials course as a potential source for learning new research and analysis skills and refresh your approach to get you successfully through the move toward new setting of Personalized Medicine and truly global life science business. See details below and at

UCSC Extension Bioscience Business and Marketing Essentials, April 14-15, 2011

Dates and Times: Thursday and Friday, April 14-15, 2011

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

Tuition: $800 ($720 through March 31, 2011) Details at

Instructor – Audrey Erbes, Ph.D., Principal, Erbes & Associates, is a marketing professional with more than 25 years of managerial experience in marketing and business development in the biotech and pharmaceutical industry. She is also a recognized speaker and industry blogger at She was Executive Vice President and cofounder of Kowa Research Institute, a biopharmaceutical licensing and investment subsidiary of Kowa Company Ltd., Japan. Prior to that, she held man­agement positions at Syntex Corp. (acquired by Roche) in market research, product management, strategic marketing and planning, and business development in the U.S. and abroad, with a special emphasis on Europe and Asia/Pacific/Canada.

Guest Speakers:
Donald Holsten, Pharm D., a regulatory consultant and educator with over 20 years of national and international experience as a senior regulatory affairs and quality assurance executive, has expertise in food, drug/biopharmaceutical, medical device and cosmetic products. He has an intimate knowledge of the FDA approval cycle and has helped prepare numerous biotechnology and pharmaceutical companies for FDA interactions and panel reviews. Don has held management positions at several companies, including Liposome Technology, Inc and Oclassen Pharmaceuticals, Inc. where he was Director of Regulatory Affairs/Quality Assurance and Director of Regulatory Affairs, respectively. Earlier in his career he held a senior level position as Assistant Chief, Food and Drug Branch, Department of Health Services for the State of California. Topic: “Operating in the U.S. Regulatory Environment: Is Product Approvable.”

Bev Hudson, M.B.A., is the senior vice president, Business Development, OmniComm Systems, Inc., a Web-based electronic data capture (EDC) and eClinical (eClinical) software and services company with products that streamline the clinical research process. Previously, she was VP and General Manager of Clinical Research Services at MedPoint Communications, Inc. and earlier ran sales and operations for Mayo Clinical Trial Services. She spent eleven years at Genentech in sales and marketing management roles. Topic: “The Impact of U.S. Health Care System on Marketing Biotech Products.”

Julie Tompkins, M.B.A., is senior vice president at Timely Data Resources (TDR), a healthcare market research and consulting firm. She has nearly 30 years experience in the pharmaceutical and biotech arenas, including more than 12 years in industry and more than 20 years in market research consulting, and has worked with pharmaceuticals, diagnostics, and drug delivery systems. At Syntex (now Roche), Julie worked in both R&D and Marketing. After leaving Syntex, Julie was President and Founder of MedSearch, a primary market research company that merged with TDR in January 2000. Topic: “The Role of Market Research in Product Planning, Development and Marketing”.

Course Description

The bioscience industry is like no other. Lengthy timelines and unique financial, legal, regulatory, social, political, and health care system challenges impose constraints that impact every aspect of the business. This course will help you understand the dynamic bioscience industry landscape; appreciate important business drivers and challenges in the industry; gain insight into the critical roles that business and marketing disciplines play at all stages of a bioscience company’s development; and learn the skills needed to develop key documents to inform important business decisions.

Experienced and novice business and marketing professionals–as well as scientific, clinical, regulatory, financial and legal professionals–can benefit from this practical introduction to the business and marketing facets of the bioscience industry.


Heads Up on Audrey’s Picks for the coming week:

  • BioCentury This Week” TV—See Rebroadcast Online, Feb. 27, 2011; Topic: “Are Biotech Pioneers Disappearing? The Future of Big Biotech?” Speaker: MedImmune’s former President & CEO David Mott, General Partner, New Enterprise Associates
  • Stanford School of Neurosurgery and Bio-X, Monday, Feb. 28, 2011; Topic: “Rewiring the Brain: Present Realities, Future Hopes: A day of interactive lectures on Neuromodulation”
  • San Jose Biocenter, Monday Afternoon, Feb. 28 2011; Topic: “Maximizing Your Non-Dilutive Funding Potential;” Speaker: Ram May-Ron – Managing Partner, Freemind
  • FountainBlue Life Science Entrepreneurs’ Forum, Monday Evening, Feb. 28, 2011; Topic: “Medical Diagnostics: The Advancements and the Opportunities;” Panelists: Facilitator Katherine Tynan, Tynan Consulting LLC; Panelist Marijke Annis, CardioDX; Panelist Klaus Hambuechen, The Angels Forum; Panelist Kendall Waters, PhD, Manager, Intellectual Property and Technology Development, Silicon Valley Medical Instruments, Inc. (SVMI); Presenting Entrepreneur Jason Springs, Geneweave Bio
  • From the Innovator’s Workbench, Tuesday Evening, March 1, 2011; Program: The Founders from the Foundry: Mark Deem, Hanson Gifford, Hank Plan and Allan Will
  • Bio2Device Group, Tuesday Morning, March 1, 2011; Topic: “Patients, Platforms, and Politics: HIV Viral Load Testing in Sub-Saharan Africa;” Speaker: Sam Rose, Ph.D., Principal at Rose Consulting
  • Keiretsu Forum, Wednesday Morning, March 2, 2011; Topic: “FREE Entrepreneur Pitch Event with Angel Investor– Themes: Medical Devices, Platform Technologies, and Diagnostic Tools”
    Investor Panel from Keiretsu Forum
  • RAPS, Friday Evening, March 4, 2011; Topic: “Evolving Risk-Based Regulatory Requirements;” Speakers: Geetha Rao, PhD, vice president, risk management and strategy, Triple Ring Technologies, Inc.; Leo Eisner, PE, principal consultant, Eisner Safety Consultants; Ibim Tariah, technical director, BSI Healthcare; Craig J. Coombs, RAC, president, Coombs Medical Device Consulting, Inc.; Juergen Stettin, president and CEO, PROSYSTEM AG
  • The Northern California Chapters of the Association for Women in Science, Saturday, March 5, 2011; Topic: “NCC-AWIS Winter Workshop 2011: Manage & Polish Your Brand;” Speakers: Christine Young, Chris Fogarty, top career coaches and Julie Kaufman, image professional


You can download the list of events Audrey’s Picks through April by right clicking the highlighted title and open in a new window.


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