Professor Tim Calkins brings a dual perspective to the role of a professor and practitioner in the life sciences industry, combining academic expertise with practical experience. In the AVT program module, he prioritize marketing strategies tailored to the unique considerations of the life sciences market. This involves addressing regulatory compliance, ethical considerations, and the distinct challenges that set this industry apart. Drawing on his experience, he emphasizes the importance of gathering customer insights in the life sciences sector to prioritize pipelines and shape strategies that resonate with unmet market needs. Within this context, he explores the nuances of entry, growth, and defensive strategies to navigate the various stages of the product life cycle.