Market Health Third Pit Stop Marketing in Health-Life Sciences Moderator: Antonis Stamatogiannakis, Ph. D., Professor of Marketing, IE Business School – IE University

This project has received funding from the European Union’s Seventh Framework Programme for research, technological development and demonstration under grant agreement No Market Health Agenda  Key Marketing Insights from H2M Training Activities  Presentation of Contributors  5 complementary experts, from 5 different countries  Healthcare Marketing in 2015, The Changing Landscape  Panel Discussion – Issues on  Marketing and Regulation  Marketing and R&D  Needs of Big Pharmaceuticals  Marketing for a Health Startup

This project has received funding from the European Union’s Seventh Framework Programme for research, technological development and demonstration under grant agreement No Market Health H2M Marketing Insights  Re-conceptualization of “Customers” into “Influencers”  Who is the customer of an artificial transplant that…  Will be placed in an individual’s body…  By a surgeon…  But will be purchased by a hospital…  And will ultimately be paid by insurance?  Clearly, all the above “influencers” need to be convinced, somehow  Choose Collaborators Strategically – Guard your Back  Partnering with “small fish” will delay your growth  Partnering with “big fish” will boost your growth… but they may end up “eating you” in the longer run.

This project has received funding from the European Union’s Seventh Framework Programme for research, technological development and demonstration under grant agreement No Market Health H2M Marketing Insights  Understand your Competitors  Health SMEs tend to see as competitors companies that possess similar technology…  They neglect companies that possess different technologies, but ultimately satisfy the same needs.  Price Smartly – Don’t Leave Money on the Table!  Most Health SMEs and startups see low price as a good penetration practice.  Most Health SMEs and startups price based on cost, not based on the value they offer.

This project has received funding from the European Union’s Seventh Framework Programme for research, technological development and demonstration under grant agreement No Market Health Contributors  Invited Speaker: Claire Bastien  Associate Professor of Marketing, IE Business School – IE University “Healthcare Marketing in 2015, The Changing Landscape”  Panelists:  Lars Krüger, Chief Executive Officer, Gensoric, Germany  Ettore Federici, Corporate Marketing Planning & Development Director, Menarini group, Italy  Manfred Horst, Director, Scientific Liaison, Merck Sharp & Dohme, France  Manfred Teuber, Chief Marketing Officer & Investor Relations, Xtreme VRI AG, Switzerland

Market Health Thank you!!