Track G

G4 Does your office need a marketing guru?

Track: Marketing Successful Practices
Target Audience: Intermediate
Moderator: Chris Willson, Technology Manager, Cincinnati Children's Hospital Medical Center
Speakers: Morgan E. Estabrook, APR, University of Virginia Innovation
Shawn A. Hawkins, M.B.A., St. Jude Children's Research Hospital
Bill Loux, Arizona Technology Enterprises

Marketing has been the Achilles heel of technology transfer operations with many struggling to get the message out about their technologies. Technology managers spend the bulk of their time occupied with faculty, disclosures, patent deadlines and negotiating licenses, but have difficulty finding time to market the technologies in their pipeline. Explore whether having a dedicated marketing guru in the office helps get the message out about new technologies and improves moving them through the pipeline and into the market. Panelists will discuss how having dedicated marketing staff helped to advertise their technologies to potential licensees and move them forward in the commercialization process. Audience members will come away with a better understanding of the potential value proposition for having a specialized marketing person in the office.

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