Candace Engelsen is the Principal at BioMed Marketing, a strategic consulting practice with a track record in building the value of diagnostic and therapeutic products. She has over 20 years experience in market analysis, product definition, demand generation and product and company launch. Past clients include Johnson & Johnson, Abbott Labs, Broncus Technologies, and Applied BioSystems (now Life Technologies). She has also served on the Life Sciences Planning Board at technology incubator ASTIA. Candace has an MBA from the Anderson School of the UCLA.
When reviewing an early stage company for investment, funders and partners look closely at the technology’s potential market value. Similarly, company management requires an analysis of potential commercial return on R&D investments when considering additions to the existing product mix. This talk will provide an overview of some methods to evaluate the commercial value of your product. The examples and principles will cover drugs, devices and diagnostics.
