Carsten Thiel holds a Ph.D. in molecular biology from the Max Planck Institute. Thiel left his native Germany to study organic and biochemistry at the University of Bristol in England earning a Bachelor’s in biochemistry. Even though he is a scientist by training Carsten Thiel has a knack for sales and marketing.
Thiel’s first job after college was with the Basel, Switzerland based biotechnology company Hoffman La-Roche. His first post at Hoffman La-Roche was Communications and Product Manager. For Carsten Thiel, his time with Hoffman La-Roche was both a learning and employment opportunity. Carsten Thiel gained knowledge in the areas of research and development, customer service, and marketing.
Xenical is the prescription version of the over-the-counter weight loss drug Alli. Xenical works by inhibiting the absorption of fat. To realize maximum results Xenical has to be taken as part of a diet and exercise regimen. When Hoffman La-Roche was ready to bring Xenical to market Carsten Thiel was charged with overseeing the marketing of Xenical. See This Page for additional information.
Carsten Thiel’s Strategy
There is a tendency to rush a new product to market with much hoopla and a touch of puffery. Carsten Thiel took a different approach to promote Xenical. Hoffman La-Roche would not depend on exaggerated promises to sell Xenical. Carsten Thiel focused on identifying the drug’s target market. Specifically, Thiel wanted prescribers to recommend Xenical to patients, who were most likely to make the lifestyle changes necessary to achieve maximum success with the drug. Prescriber and consumer education also factored into Thiel’s marketing strategy.
Carsten Thiel’s tactics were designed to slowly establish a positive reputation for Xenical. The slow and steady approach to marketing the drug paid-off. In its first year on the market, Swiss sales of Xenical equaled 1 billion francs.