Sales Academy MedTech
About the Guest Lecturer
Dr. Petra Herrmann is an entrepreneur, strategy consultant, and experienced lecturer with over 20 years of experience in the MedTech, Pharma, biotech sectors.
As Owner & Founder of Dr. Petra Herrmann / HGSU, she supports companies in the life science sector in successfully positioning products and business models in the market.
With a scientific background as Dr. rer. nat. in Microbiology, an MBA, and decades of experience in corporate and strategy consulting, she combines scientific depth with market-oriented thinking. Her particular added value lies in building bridges between technology, market, and customer needs.
Expertise & Experience
Key Focus Areas
  • ICP / Buyer Persona definition
  • Customer Jobs /Pains / Gains Analysis
  • Value Proposition
  • Customer Needs Assessment
  • ICP & Buying-Center Analysis
  • Value-Based Selling & Benefit Argumentation
  • Product-Market-Fit & Product-Solution-Fit
  • Customer-Led Growth Strategy
  • Customer Gap Analysis
Professional Experience (selection)
  • HGSU - Strategy consulting for numerous start-ups, scale-ups and SMEs in the life science sector (competitive analysis, go-to-market strategies, target customer approach)
  • UnternehmerTUM - Start-up Coach for Growth, Product-Market-Fit & Value Proposition
  • PRO-LIANCE – Development of Market Strategies
  • Lurgi TPS AG - Biopharmaceutical Specialist (Strategy & Customer Acquisition)
  • AMEC PharmaChem – Pharmaceutical Specialist
  • XClinical – Business Development & Key Account Management
  • Metropolitan Consulting Group – Strategy Consultant for Life Science Projects
  • Munich University of Applied Sciences – Assistant Professor, Lecturer for Chemistry & Ecology
  • TÜV Rheinland – Lecturer for General Chemistry
The Elective Course
The Value Proposition in Sales Strategy
Brief Description:
In this elective course, participants develop a robust value proposition as a central element of a successful sales strategy in the MedTech environment. The focus is on Customer-Led Growth: moving away from feature lists and large sales teams, and towards results that are relevant to the customer's purchasing decisions.
Building on Ideal Customer Profile (ICP) and Buyer Personas, the Value Proposition Canvas (Osterwalder) is used to systematically align customer jobs, pains, and gains with product, service, and evidence. The goal is to refine the fit between problem and solution and develop clear value propositions that meet customer needs.
Participants learn how to translate technology, clinical evidence, and economic impact into a decision-ready value proposition that is tailored to a clearly defined ICP and buying center, and that can be directly used in sales conversations.
Why is this course different from other sales trainings?
This course does not focus on how to sell products. This course focuses on why customers actually decide to buy.
The result: fewer feature discussions, clearer positioning, and sales conversions that lead to adoption - not just interest.
What You Will Learn
After this elective, participants will be able to:
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Understand what truly drives buying decisions
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Turn customer insights into a clear, testable value proposition
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Move sales conversations away from features toward outcomes
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Adopt one Value Proposition to the entire buying center
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Apply Customer-Led Growth in real MedTech sales situations
Practical Outcome: Each participant leaves with a decision-ready value proposition that can be used immediately in sales conversations, pilot customer discussions, and internal alignment with marketing and product teams.
Format & Dates
Format & Duration
Format: Online
Duration: 2-3 hours
Language: English or German
Target Audience
  • Sales & Business Development Professionals
  • Product Managers / Product Owners
  • Business Development Managers
  • Key Account Managers (OEM, Pharma, CDMO)
Possible Dates (Selection)
  • April 2026: 16, 28
  • May 2026: 7, 19
  • June 2026: 11, 23
Preferred Time & Cost
Preferred Time: 08:30 am – 11:00 am
Cost: TBD
Secure your spot in the elective "The Value Proposition in Sales Strategy" with Dr. Petra Herrmann at the Sales Academy MedTech.
📩 Contact & Registration:
Sales Academy MedTech
Amir Tahric
📞 +41 79 456 72 28
✉️ ​[email protected] ​
Dr. Petra Herrmann
✉️ [email protected]