A 2-Day Training Course Delivered By
Martin Austin

Martin Austin

  • As a former senior BD executive with Roche and Paul Capital Partners, Martin uniquely combines a wealth of BD experience with entertainment talent.
  • Board member of several start-ups and Founder of TransformRx.
  • Author of Business Development for the Biotechnology and Pharmaceutical Industry (Gower, 2008) and Licensing, Selling and Finance in the Pharmaceutical and Healthcare Industries (Gower, 2012).


  1. Comprehensive overview of the business development process in the pharma-biotech world.
  2. Analytical toolkit to profile opportunities that will be successful for your company.
  3. Sources and search tips for finding suitable candidates.
  4. Overview of forecasting and valuation approaches, and typical issues in the process.
  5. The pros and cons of different deal structures: JVs, licensing, M&A, etc.
  6. Key success factors and tips for writing a good term sheet and leading the negotiations.
  7. How to manage the contract phase and to avoid the financial and legal pitfalls that can break a deal.

Additional Benefits

  • Capitalise on Martin’s vast real-world BD experience. His course is full of examples, practical insights, tips … and fun!
  • Network and share experiences with peers from both the pharma and biotech side.


Why You Should Attend

The Content: Unlike other courses that focus on a particular skill or aspect, this programme addresses all key steps in the pharma business development process, equipping you with powerful decision-support tools, expert insight into key success factors and time-saving advice.

The Expert: All past participants admired Martin Austin’s enormous expertise and experience. His background is rather unique, combining big pharma business development with senior life science capital investment experience.

The Pharma Business Development Course is the only available public training course delivered by Martin Austin on the topic of business development.

Agenda of The Pharma Business Development Course


Day 1



Welcome & Audience Expectations


Understanding the Pharma Business Development Function

  • Why "Business Development"?
  • Company value drivers within the industry's context
  • The business development challenges from a company's R&D portfolio perspective
  • What does the role entail?
  • Scope of this course
11:30Coffee Break


Profiling the Opportunities that will be Successful for your Company

  • Internal influencing factors
  • External influencing factors
  • Using the "Numerical SWOT" to quantify and differentiate BD opportunities and gain insight


Profiling the Opportunities that will be Successful for your Company (cont'd)

  • Discriminating between opportunities in relationship to your company's capabilities using a "Gap analysis" technique
  • Zooming-in on the ideal "Opportunity Anatomy" that should drive the search process
15:00Coffee break


Searching for the Right Candidate(s)

  • The process
  • The main sources
  • The search selection criteria
  • Using the “Evaluation Array” to drive go/no go decisions


Valuing the Opportunity

  • Deciding on the assumptions & parameters that should underpin your forecasts: should your forecasts be market based? …epidemiology based? …pharmaco-economically based? …product-lifecycle based? …
  • The pitfalls in forecasting and the power of the “Prophecy” concept
  • A review and discussion of merits & fallacies of traditional models: NPV, IRR, Black Scholes, Monte-Carlo Risk Analysis and Genetic Algorithms




Group Dinner


Day 2



Valuing the Opportunity (cont’d)

  • Risk & Return: the keys to valuation
  • Pricing & Reimbursement in valuing BD transactions


Deciding on the Best Deal Structure


  • Overview and pros & cons of different deal structures: JVs, licensing, M&A, etc.
10:00Coffee Break


Deciding on the Best Deal Structure (cont’d)

  • Discussion and analysis of successful cases as well as failures
  • Which model fits your company situation best?


Negotiating the Deal

  • Key elements of the “Term Sheet”
  • Effective negotiation planning: key success factors in the process


Negotiating the Deal (cont’d)

  • The power of the “Anchoring” technique
  • Dos & don’ts during negotiation meetings
14:15Coffee Break


Financial & Legal Success Factors / Considerations

  • The final contract: what it should include to avoid problems
  • Dispute resolution


Impact of Generics and Biosimilars



>> Click here if you wish to receive the PDF brochure of this course

Learning Methodology

Martin Austin optimally balances theory with short exercises and numerous anecdotes that illustrate the theory. The strength of this course lies in providing a comprehensive overview of the business development process, illustrated by many examples from Martin's vast experience, as well as the many checklists and decision support techniques & tools that can be used in each step.

One of the most valuable aspects of attending any CELforPharma course is not only being able to have your specific questions answered by a leading expert, but also having the opportunity to share experiences and have in-depth discussions with your international peers.

infoThe typical audience size of our courses ranges from 6 to 24 (max) participants.

Who Should Attend?

The Pharma Business Development Course has proven to be a very successful introductory course for two categories of executives:

  • Mid to senior level executives in small pharma and biotech companies with limited formal training in business development but whose role increasingly involves business development activities.
  • Junior to mid-level managers contributing to the business development process in the headquarters of midsize and big pharma companies (e.g. technology assessment, business intelligence…) who need a better understanding of the complete business development process.

Managers in local marketing organisations with responsibility for business development in national markets will also benefit but they should be aware that the course content is geared towards international licensing and acquisition BD responsibilities.

Executives working in generics companies should be aware that the content of this course concentrates on business development deals involving branded pharmaceuticals.


Past Participants

Below is a non-exhaustive list of past participants who have benefited from attending this course.


Job Title



New Business Development ManagerAbbottFrance
Director, Global Forecasting and Commercial AnalyticsAbbvieUSA
Director Business DevelopmentAcino PharmaSwitzerland
Licensing and Contract Marketing ManagerActavisSerbia
Manager, Corporate Business Development, Licensing, Gastrointestinal & PainAlmirallSpain
Bussines Development & Licensing ManagerBayer Healthcare PharmaceuticalsRussian Federation
General ManagerEgisBulgaria
Manager Business DevelopmentFresenius KabiGermany
Financial Project Evaluation ManagerGaldermaFrance
Director, Business DevelopmentGlaxoSmithKlineBelgium
Strategic Marketing ManagerHelsinnSwitzerland
Associate Director Program Manager Research & Early DevelopmentJanssenBelgium
Senior Director, Head of R&D Quality & Compliance Business DevelopmentJohnson & JohnsonNetherlands
Medical DirectorLEO PharmaSwitzerland
ITB France SupervisorMedaFrance
Junior Manager Business DevelopmentMundipharmaGermany
Director Strategic PlanningNovartisSwitzerland
Business Development DirectorOrionFinland
International Product Manager EMEAOrphan EuropeFrance
Business Development Lead - Africa & Middle East RegionPfizerUnited Arab Emirates
Strategic Partnering AssociateRocheSwitzerland
Strategic Portfolio ManagerRoche DiagnosticsSwitzerland
Business Development & New Product Planning ExecutiveSanofiUnited Kingdom
Business Development DirectorServierRussian Federation
BD Project LeaderStallergenesFrance
Regional Medical Director Emerging Markets, Global Medical AffairsTakedaSwitzerland
Director, Specialty Life Cycle Initiatives Global Specialty MedicinesTevaBelgium
Associate Director, Global Market Access & Pricing CNSUCBBelgium
Market Research & Alliance ManagerVifor PharmaSwitzerland
Licensing and Business Development SpecialistZambonItaly



Dates & Locations

All CELforPharma courses are held in top-class four or five star hotels situated in easily accessible locations, either close to an international airport or near public transportation links in city centre locations.​​​​
  • 26-27 March 2020, Zurich

This course takes place at the Hilton Zurich Airport Hotel which is located just five minutes from Zurich Kloten Airport with the complimentary shuttle. Zurich’s vibrant city centre is located only a fifteen minutes’ drive away.


Address: Hohenbuehlstrasse 10, Opfikon-Glattbrugg 8152, Switzerland
Tel: +41 44 828 50 50

  • 9-10 June 2020, Brussels

This course takes place at the Courtyard Marriott Brussels Hotel which is located 15 minutes from Brussels National Airport by complimentary hotel shuttle or taxi and 30 minutes by taxi from Brussels South train station (Thalys, TGV, Eurostar). 


Address: Avenue des Olympiades 6, 1140 Brussels, Belgium
Tel: +32 2 337 08 08

  • 29-30 September 2020, Brussels

This course takes place at the Courtyard Marriott Brussels Hotel which is located 15 minutes from Brussels National Airport by complimentary hotel shuttle or taxi and 30 minutes by taxi from Brussels South train station (Thalys, TGV, Eurostar). 


Address: Avenue des Olympiades 6, 1140 Brussels, Belgium
Tel: +32 2 337 08 08

  • 15-16 December 2020, London

This course takes place at the Renaissance London Heathrow Hotel which is located on the perimeter of Heathrow Airport, a short taxi or bus journey from the terminal where the Heathrow Express service to Central London is also situated.


Address: Bath Road, Hounslow, TW6 2AQ, United Kingdom
Tel: +44 20 88 97 63 63

Hotel Booking Assistance

Having built a strong relationship with each hotel, CELforPharma has secured preferential room rates for our delegates who book their accommodation three weeks or more prior to the course. Upon your registration, we will help you make your hotel booking. For any assistance in this matter please do not hesitate to contact Sarah Nissen, Senior Programme Coordinator (sarah.nissen@celforpharma.com, tel +32 (0)2 709 01 46).

Included in the Registration Fee

  • Course Material (Digital & Print Versions)
  • Coffee, Tea & Refreshments During the Course
  • Lunch During the Course
  • A Group Dinner on the First Day
  • Certificate of Attendance Signed by the Expert


Group Discounts

Team discounts can be offered to 3 or more delegates from the same company.
Contact Inge Cornelis, Director Commercial Communications, (inge.cornelis@celforpharma.com) for more details.


How to Register

  1. Click the "Register Here" button on this page.
  2. Choose a course date, then fill out your personal details and company / invoicing details.
  3. Choose to pay via bank transfer / invoice or by credit card.
  4. Click "Confirm Registration". You will be sent an automatic email confirming your registration followed by a personal email containing an invoice and further payment instructions.

For assistance in registering, raising a PO or invoicing, please do not hesitate to contact Kealeigh Steel.
(email: kealeigh.steel@celforpharma.com or call: +32 2 709 01 45)


Transfer & Cancellation Policy

Flexible Transfer

  • If a registrant cannot attend the scheduled course, he/she can avoid any cancellation charge by sending a suitable replacement participant.
  • Alternatively, the registrant can transfer once on a “space available” basis at no extra cost, until 3 weeks prior to the event, to another course held within one year of the original course date.

Participant Cancellation

  • Up to 6 weeks prior to the course: cancellation fee of € 400 per participant.
  • Up to 5 weeks prior to the course: 25% of the invoiced registration fee.
  • Up to 4 weeks prior to the course: 50% of the invoiced registration fee.
  • Up to 3 weeks prior to the course: 75% of the invoiced registration fee.
  • Fewer than 3 weeks or if no notification received: registrant liable to pay invoiced registration fee.
  • If a registrant postpones his/her participation to a future course, and cancels again, no refund can be claimed for registration fees.

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