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SEMINARS - Description

Marketing of Innovative Products in Health / Life Sciences

at Bayer HealthCare Pharmaceuticals, Berlin, Germany


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 wants to fast-track their marketing efforts
  • Technology transfer professionals who want to better market their technologies

From whom

IE Business School @ 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 1973.
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.


All seminar and speaker costs are carried by the EU-funded Health2Market project. Travel and hotel costs for participants cannot be reimbursed.

Organizer of the seminar

engage AG 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 www.healthcare.bayer.com.

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!
Reserved list registration only