Value-Based Marketing at BIOTRONIK

BIOTRONIK is a global healthcare company with products and services for the medical care of people with cardiovascular diseases. Headquartered in Berlin, Germany, the company has three business units: Cardiac Rhythm Management, Electrophysiology and Vascular Intervention. BIOTRONIK develops the latest solutions for the diagnosis and treatment of cardiac arrhythmias based on innovative therapies and technologies. For more than 50 years, the well-being and optimal care of patients has been the top priority.

For BIOTRONIK, the Institute for Marketing and Customer Insight organized customized trainings on Value-Based Marketing in 2021 and 2022. In a conception phase, the training contents were specifically tailored to BIOTRONIK’s needs. Subsequently, two six-day training sessions were held for approximately 30 international managers. During the training, the participants worked in groups on four specific product launches. The goal was to improve patient outcomes through technology (e.g., digital health). Over a period of nine weeks, face-to-face workshops with interactive presentations, discussions and workshops at the company’s headquarters in Berlin, as well as digital and hybrid group coaching and input sessions were used. The central goal of the training was to create a common understanding of value-based marketing among the executives and to apply this directly to real projects at BIOTRONIK. In the training, the participants learned to implement specific concepts in the product launch and to develop measures for the different business areas. After the training, the participants had a shared marketing mindset and strengthened collaboration. In addition to the high practical relevance, the participants also improved their internal collaboration through coaching from IMC-HSG.


  • Creation of a common understanding of value-based marketing
  • Initiation of an internal exchange of experiences within the company
  • Direct application of value-based marketing concepts in the product launch process
  • Development of concrete measures for the different business units
  • Creation of a common, value-based marketing mindset
  • Strengthening collaboration in the project teams through personal coaching



“Through the Value-Based Marketing Training of the University of St. Gallen, we have realigned our marketing approach in defined projects from ‘technology-centric’ to ‘customer-centric’. We are enthusiastic about the balance between knowledge transfer, stimulation of potential and support in practice-oriented implementation by the trainer team, led by Peter Mathias Fischer. Our teams benefit from the common customer focus in their daily collaboration and the sales team receives relevant support for the next customer meeting.”

Dr. Thomas Kraft
Chief Sales Officer, BIOTRONIK SE & Co. KG