TRAINING SEMINAR. Marketing of Innovative Products in Health/ Life Sciences. 15 th -16 th May 2014,

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1 TRAINING SEMINAR Marketing of Innovative Products in Health/ Life Sciences 15 th -16 th May 2014, at Bayer HealthCare Pharmaceuticals, Berlin, Germany

2 Dear reader The Health2Market Team is in the pleasant position to present to you the 2-daylong Training Seminar Marketing of Innovative Products in Health/ Life Sciences - free of charge! The seminar will take place on 15 th and 16 th May 2014 at Bayer HealthCare Pharmaceuticals in Berlin, Germany. Join us and find out how to efficiently market your new or upcoming health product or service. Why Most innovative health products or services are registered as failures soon after they enter the market. The reason is that when a product is innovative, benchmarking and following known success recipes become problematic or outright impossible. Innovative products and services thus require an effective marketing plan, which is essential to their commercial success. Even many health research outputs can, broadly speaking, be considered innovations. This seminar will provide participants with the necessary knowledge and skills to generate a comprehensive marketing plan, enabling them to successfully launch their innovative products, services or research outputs as well as to successfully identify and address key customers and gain a foothold in their market. The seminar aims at delivering the framework to understand and to deal with innovation strategic concepts. At the end of the course, trainees will be able to think strategically about marketing their product, service or research result and be familiar with the necessary tools to successfully market their innovation. In a closing discussion and Q&A-round, successful life science entrepreneurs and researchers will talk about their challenges and experiences in starting-up a business and marketing their research. For whom This course is appropriate for any Researchers who are interested in getting involved with the marketing of their research outputs Entrepreneurs in the life sciences who want to fast-track their marketing efforts Technology transfer professionals who want to better market their technologies From whom IE Business IE University, one of the most renowned business schools in Europe, is responsible for the seminar curricula and training. IE University is a major part of IE Higher Education (IE), a leading international group of higher education and research institutions well renowned for its innovative and entrepreneurial character. IE Business School was ranked as the best business school in Europe for 2012 by the Financial Times and is active since Its International, Executive and Distance Learning programmes, are consistently ranked in the top tier of business schools and learning programmes, by media like Financial Times, Business Week, The Economist, The Wall Street Journal and Forbes among others, and holds accreditation by EQUIS (European Quality Improvement Systems), AMBA (Association of MBAs) and AACSB International (The Association to Advance Collegiate Schools of Business), that internationally recognize the quality of its learning programmes.

3 Health-2-Market is a 3-year long project funded by the Seventh Framework Programme of the European Commission. It aims at providing Health researchers with the necessary knowledge and skills for more viable IPR management as well as market exploitation of their results through setting up of new business ventures in health/life science sectors or in a more broad sense through their more active involvement in interdisciplinary cooperation actions. The provided services will be escalating to address the needs of the potential target groups: e-learning courses for broader audience, two-day seminars on specific topics, advanced 1-week training courses, hands-on support and ad-hoc counselling services either through face-to-face meetings, or distant ones, etc. The services address innovation issues such as: IPR and asset management, formulation of business and exploitation plans, preparation for the launch of start-ups in health/life science as well as on demand knowledge transfers. For more information, please visit. Cost All seminar and speaker costs are carried by the EU-funded Health2Market project. Travel and hotel costs for participants cannot be reimbursed. Participation is free of charge. Organizer of the seminar engage AG a partner in the Health2Market project - is a professional, market-oriented commercialisation company working with leading research institutions in the area of knowledge and technology transfer. The main focus of these partnerships is identifying, evaluating and developing innovative ideas, technologies and processes with the ultimate purpose of successfully bringing them to market. engage AG has extensive knowledge in negotiating patent license and patent sale contracts and is especially focused on supporting or creating start-up companies with high growth-potential, additionally giving such young enterprises access to capital. It is currently supporting more than 15 active start-up companies. engage AG currently works with several German Helmholtz and Leibniz research centres, several institutions of higher education and different state and federal ministries to evaluate, develop and commercialise ideas and technologies coming from scientific research and is a well-respected and reliable partner with more than ten years experience in all forms of research valorisation. It is active since 2003 and has developed best practice approaches currently in broad use by many technology transfer offices and institutions in Germany and Europe. Bayer Healthcare Pharmaceuticals The Bayer Group is a global enterprise with core competencies in the fields of healthcare, agriculture and high-tech materials. Bayer HealthCare, a subgroup of Bayer AG with annual sales of EUR 18.6 billion (2012), is one of the world s leading, innovative companies in the healthcare and medical products industry and is based in Leverkusen, Germany. The company combines the global activities of the Animal Health, Consumer Care, Medical Care and Pharmaceuticals divisions. Bayer HealthCare s aim is to discover, develop, manufacture and market products that will improve human and animal health worldwide. Bayer HealthCare has a global workforce of 54,900 employees (Dec 31, 2012) and is represented in more than 100 countries. More information at

4 Preliminary seminar agenda 2 days of intensive, action-based learning with many hands-on examples and best practices Day 1 10:15-10:30 Opening and Introduction 10:30-11:30 Strategic Marketing Orientation 11:30-12:00 Coffee break 12:00-13:30 Analysis of a real case opportunity in the health sector 13:30-14:45 Light lunch 14:45-16:15 Workshop: Applying Strategic Marketing Orientation to YOUR case- Part I 16:15-16:45 Coffee break 16:45-17:15 Discussion and Closing Remarks Day 2 10:00-10:15 Opening 10:15-11:30 Workshop: Applying Strategic Marketing Orientation to YOUR case- Part II 11:30-12:00 Coffee break 12:00-14:00 Panel discussion with successful life science entrepreneurs and closing remarks 14:00-15:00 Light lunch The first seminar day will start with a brief lecture introducing the key concepts. This will be followed by a brief overview of the process that a firm must follow in order to understand the market, develop its marketing strategy, and finally implement it. Morning session of the seminar will end with the analysis of a real-life case of marketing a product / service in the health sector. Afternoon session will consist of the first workshop, in which seminar participants will be required to apply the learned concepts in THEIR SPECIFIC CASE, with the guidance of the trainer. Second day will continue with the workshop, in which the case study will be performed. In the second part of day two there will be a panel discussion with entrepreneurs talking about their experience in marketing a business. Trainer of the seminar Antonios Stamatogiannakis, PhD Professor of Marketing (IE Business School) Antonios Stamatogiannakis is teaching Consumer Behavior & Market Research, and Marketing Principles at the Master s as well as at the PhD level of IE Business School. His research is primarily interested in uncovering the psychological processes associated with two fundamental types of quests: The quest for something better (i.e., attainment goals), versus the quest for maintaining something already acquired (i.e., maintenance goals). His research addresses questions such as What do people think about when they pursue the two types of goals?, Which one do they consider as more difficult?, For which one do they try harder?, From an applied perspective, Antonios research aims at improving both firm performance and consumer satisfaction in business sectors in which consumer goals are focal (e.g., dieting, exercising, saving, charitable giving, etc.). He has presented his work at numerous international conferences, including the Association for Consumer Research, Society for Consumer Psychology, and the European Marketing Association (EMAC) conferences. As an IE faculty, Antonios has received funding from the European Union, the Asian Consumer Insight (ACI) Institute and from private firms for conducting both research and business training activities.

5 Join us and Understand fully what constitutes an opportunity for entrepreneurship Analyze an opportunity and its constitutive parts, as well as evaluate its attractiveness Learn from experienced life science entrepreneurs about their experience and hurdles in starting up a business Seize the opportunity! Participation for the seminar is free of charge but registration is mandatory! Please click here: Deadline for registration: 28/02/2014 Venue The seminar will take place at Bayer HealthCare Pharmaceuticals located in Berlin, Germany. Your way to Berlin, Wedding Postal address Bayer Healthcare Pharmaceuticals Berlin Deutschland/Germany For visitors Bayer Healthcare Pharmaceuticals Müllerstr Berlin Deutschland/Germany The seminar room is located in building M095/00/011 at Müllerstr. 175, adjacent to the parking garage and opposite the main building, with a taxi stand right in front. Bayer can easily be reached by public transportation exiting either at the metro stations Wedding or Reinickendorfer Straße or the S-Bahn station Wedding.