Course overview
In complex life sciences markets, commercial success depends on more than sales activity. It requires the ability to understand the market, evaluate opportunities, recognise what the evidence does - and does not - support, and make informed decisions about where to focus commercial effort.
This interactive course introduces a structured approach to using market research to strengthen commercial judgment. Participants will learn how to think more critically about the information behind commercial decisions, observe markets through four practical lenses - competitors, segments, stakeholders and signals - and translate those observations into better-informed choices.
Through life sciences examples, structured exercises and facilitated discussion, participants will apply the approach to real commercial situations: testing assumptions, understanding stakeholder influence, comparing competing opportunities, identifying what still needs validation and aligning commercial activity with what the evidence reveals. The objective is not simply to gather more information, but to use research more deliberately to make better commercial decisions.
CPD Hours: 6
Course Content
- Day 1
- Module 1 - THINK pt. 1
- Module 1 - THINK pt. 2
- Module 2 - OBSERVE
- Module 3 - DECIDE
Speakers
Nicole Lambert
Nicole Lambert is the founder of Maison IX Advisors and the author of Smarter Selling Through Market Research. Her work focuses on how organisations investigate markets, evaluate opportunities, interpret evidence, and make decisions in complex commercial environments.
Her career has spanned healthcare, life sciences, technology, higher education, and international business development. She has developed new markets, built institutional and strategic partnerships, evaluated commercial opportunities, and worked across environments characterised by long decision cycles, multiple stakeholders, and significant uncertainty. At Penn Global Medicine, her work developing the Canadian market and cross-border healthcare relationships contributed more than $25 million in revenue.
Her subsequent work has included market strategy, university and corporate partnerships, commercial analysis, and business development across several sectors. Across these roles, she repeatedly encountered the same challenge: organizations often have substantial information about markets and opportunities, but still struggle to determine what the evidence means, what remains uncertain, and where commercial eNort should be directed. T
hrough Maison IX Advisors, Nicole now applies that experience to helping organizations strengthen the research and judgment that precede commercial action. Her work emphasises a disciplined approach to understanding markets, questioning assumptions, evaluating evidence, and making better-informed decisions about where and how to pursue growth.
Who Should Attend
Who should attend?
The course is designed for life sciences professionals involved in commercial growth, market development and strategic opportunity development, including:
- Business development managers and directors
- Commercial managers and directors
- Sales managers and directors
- Market development and market access professionals
- Strategic partnerships and alliance management professionals
- Product managers and product marketing professionals
- Key account and customer relationship professionals
- Commercialisation and innovation professionals
- Senior leaders responsible for growth, market expansion or commercial strategy
The course will be relevant across pharmaceutical, biotechnology and biopharma, medical device, diagnostics, clinical research and other life sciences organisations.
