UCSC Extension Bioscience Business and Marketing Essentials Intensive Course, 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 www.ucsc-extension.edu/BBME
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 www.audreysnetwork.com. 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 man¬agement 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".
Topic 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. You will have the opportunity to develop an investment assessment over the course of the term with mentoring from the instructor.
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.
