Posted by: Audrey Erbes | February 8, 2013

Don’t Miss Unique, Affordable Life Science Product Marketing Planning Course

I wanted to be sure you are aware that the only customized course for life science product marketing planning offered once a year in the Bay Area at UC Berkeley Extension starts Thursday evening, Feb. 14th. The course involves 6 class meetings over 7 weeks from Feb. 14th to March 28th with no class on March 21st.  This is an affordable course I designed for local industry professionals and have taught since spring of 2002 at another extension.
You’ll have opportunity to develop a preliminary marketing plan with your team in mode that replicates actual company situation. I’ve gathered experts in product marketing planning and tactical program development from drugs and medical device fields to provide a unique classroom experience in the Bay Area.
This science product marketing course introduces industry-relevant product planning knowledge and skills required for successfully marketing life science products and, specifically, explores the development of strategic and tactical marketing programs for their launch. It’s appropriate for all relevant functions that are involved in preparing for commercialization of a product.
Please enroll prior to Tuesday, Feb. 12th so that classroom materials can be delivered in time. See more details, including course outline, and register at

UC Berkeley Extension, Thursday Evenings, Feb. 14-28, March 7-14 and 28, 2013

Topic: “Life Science Product Marketing: It’s All in the Plan”

Instructor: Audrey S. Erbes, Ph.D.

Guest Speakers:

  • Deb Donovan, Director of Marketing at Avantis Medical Systems
  • Christian Schuler, Partner, Simon Kucher
  • Stanley Skrzypczak, M.S., M.B.A., Senior Director, Commercial Development, Genomic Health
  • Charles Versaggi, President, Versaggi Biocommunications
  • Steven Wong, Senior Consultant, Plan A

Dates and Time: Thursdays, Feb. 14-28, March 7-14 and 28, 2013; 6:00 – 9:00 pm

Location: UC Berkeley Extension, 1301 Shoreway Road, Suite 400, Belmont, CA 94002

Fee: (Fee and EDP number to be announced in December—$695 in 2012)

See more details and register at



Course Instructor

Audrey Erbes, Ph.D., Principal, Erbes & Associates and, is a life-science 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 and before that held U.S. and global management positions at Syntex Corp. (acquired by Roche) in market research, product management, strategic marketing and planning, and business development.


Guest Speakers and Their Topics

Debbie Donovan, B.A., an expert in medical device marketing, is focused on developing digital marketing programs for medical technology companies—including the integration of social media channels. Currently, Debbie 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, addition, had experience serving Ob/Gyn, Orthopedics/Spine and ENT 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, Debbie began her career at a medical advertising and public relations agency. “e-Marketing: Connecting with Providers and Patients”

Christian Schuler, a Partner in the Life Science Division of Simon – Kucher & Partners working out of the company’s San Francisco office, specializes in strategic pharmaceutical marketing, value-to-customer, market entry strategies, P&R strategies and generic defense strategies. Since joining Simon – Kucher & Partners, Mr. Schuler has conducted in-depth research and data analysis for life science companies and developed various national and international pricing and market entry strategies for new chemical entities, medical devices and scientific equipment. He has published various articles on pharmaceutical marketing, fixed reference pricing, generic defense strategies and functional food in German and English and is a frequent speaker on international conferences on pharmaceuticals. “Role of Pricing and Reimbursement in Product Management Strategic Planning”

Stanley Skrzypczak, M.S., M.B.A., Senior Director, Commercial Development, Genomic Health was previously Senior Director of Oncotype Marketing and Director of Managed Care Marketing there. He has over 25 years of successful biotech and pharmaceutical sales and marketing experience, including product, managed care, clinical marketing and sales management. In his last position at Genentech, he was the Senior Product Manager for Xolair Marketing. 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. “Product Management 101 – Developing/Executing The Tactical Plan”

Charles S. Versaggi, Ph.D., is President, Versaggi Biocommunications®, a marketing consultancy specializing in corporate and marketing communications for the global life-science industry. Based in the San Francisco 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, Dr. Versaggi has directed marketing and communications initiatives for life science companies ranging from startups to Fortune—100 global leaders. These include the launch of the first genetically engineered vaccine and genomic disease management products, and the first applications of minimally invasive surgery. “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. 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, Mr. Wong co-authored several editions of Plan A’s ONCOSight and Innovations in Anticancer Drugs multiclient report series. “Market Research Information Resources”




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