Startup Sales and Marketing: Why Even the Greatest Products Don't Sell Themselves
Chris Morrison and Brian Regan
Owner, ViaVerus LLC; VP Strategy and Professional Relations, Sight Sciences, Inc.
Sponsored by MEDx, Duke Engineering Entrepreneurship, and Duke Innovation and Entrepreneurship
11 a.m. - 3 p.m. (lunch provided)
Saturday, February 29, 2020
The Bullpen, 3rd Floor, 215 Morris St., Durham
Registration is required: https://duke.qualtrics.com/jfe/form/SV_5cAZHdv0i9dq11P
Attendance is limited to 50
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You can develop a best in class medical device and the world will NOT "make a beaten path to your door." Chris and Brian will draw upon a combined 50 years in the field, challenging you to undertake a disciplined approach to develop the market, educate, and sell your concept to deliver medical innovation and improve patients' lives. While worthwhile endeavors start with a mission and vision, market intelligence, objectives, strategies and tactics still rule the day. From selling your idea to investors to obtaining market access, product trial, luminary advocacy, sales, social evidence, coverage and growth, the process requires disciplines, an open mind, ability to pivot and perseverance. We will share examples of success and of great products that failed to achieve their potential and uncover the reasons. You will work to develop your own product go-to-market strategy and have opportunity for questions.
Chris Morrison is a launch sales and marketing expert. Principle expertise is the ability to formulate and execute strategic sales and marketing plans for disruptive healthcare, Medtech and specialty CRO products and services. Chris founded his management consulting practice, ViaVerus, in 2002 to support companies making the transition to the marketplace – from early market needs assessment to marketing strategy through market entry. Prior to founding ViaVerus, he headed sales and marketing for Expression Analysis, a specialty genomics services company, leading the company to profitability in its first year of operation and a 20X acquisition by Quintiles (now IQVIA). Earlier in his career he filled various roles in healthcare and Medtech companies, including managing operations of ambulatory surgery centers as well as sales and sales management positions in start-ups and publicly traded companies. Chris received a B.S. in engineering from the University of Vermont.
Brian Regan is a Growth, Launch and Turnaround Sales and Marketing Executive with history delivering innovation for patient care, revenue growth and significant investor value. Skilled in leadership of sales and marketing, business strategy, market research, KOL development, customer service, CRM and metrics reflecting progress on KPI's. Brian's early career included political campaigns, major consumer products and medical devices. Recently he led global strategy, marketing and development for TearScience, Inc. which Johnson and Johnson acquired in late 2017. Today he leads strategy and professional relations at SightSciences, Inc., a high growth medical device company in interventional glaucoma surgery and dry eye, based in Menlo Park, CA.
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