Navigating Biotech Marketing

About the Program

Only one of every 5,000–10,000 bioscience compounds screened make it to market, therefore new drug development can cost more than $800 million. Experts agree that effective marketing is critical to improving commercial potential in the drug development process. Ideally, marketers should step in very early, working collaboratively with scientists, to focus on successful product launch.

Focus

This course will equip you with tools to adeptly navigate the twists and turns of biotech marketing. Effective marketing skills differ dramatically depending on your product’s position in the lab-to-market space. A thorough knowledge of marketing techniques and timing is imperative to success.

Details

Apr 7, 2009

$250

Includes course materials, campus parking and continental breakfast.

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Impact

  • Prioritize high-potential research based on market analysis
  • Use advanced market research strategies to plot your path to market
  • Promote your commercialization efforts to internal and external stakeholders
  • Create a strong marketing plan to secure the funding you need

Related Courses

  • Marketing 1: Creating & Capturing Value
  • Marketing 2: Communicating & Delivering Value
  • Marketing in a Recession
  • Online Marketing
  • Biotech Demystified

Participants

This course is appropriate for anyone who is involved in marketing decisions for a biotech or pharmaceutical company. Executives, scientists and marketing professionals in these areas will benefit, as will attorneys, venture capitalists and angel investors. This course pays particular interest to importance of marketing decisions during early stages of product development.

Instructor

Christina Klein has been a faculty member at MIT’s Sloan School of Management, USC’s Marshall School of Business, and UCLA’s Anderson Graduate School of Management. She teaches a breadth of marketing topics, including marketing management, marketing research, sales and international marketing. She enjoys her role as executive educator, teaching students from multinational firms such as Boeing, Solar Turbine and Northrop Grumman.

Previously, Christina was a Fulbright Scholar in Berlin, Germany. While there, she served as an interpreter and translator. Christina relished her time as a foreign correspondent for the Atlanta Journal-Constitution during the fall of the Berlin Wall.

Christina holds a doctorate from the University of California, Irvine, in marketing. Her undergraduate degrees are in economics and German literature from Scripps College. She speaks English and German natively. She writes fiction and non-fiction.