“Relationships are a crucial and fundamental factor for success.” As part of our “Graduate of the Month” series, we had the pleasure of speaking with Nicolai Münch this time. Nicolai, who currently works as a Business Development Manager Mentor MSM/EMEA for Johnson & Johnson MedTech, provides us with insight into his time as a student and how it has shaped his professional career. In our interview, we learn not only about his career path but also how his time at CAMPUS 02 University of Applied Sciences has significantly influenced his career.

Why did you choose the study programme at the Department of Marketing & Sales at CAMPUS 02 University of Applied Sciences back then? 

After starting my business administration studies at the University of Graz, I decided to transfer to CAMPUS 02 University of Applied Sciences, where I completed the part-time Bachelor's degree in Marketing & Sales and the Master's degree in International Marketing. I found the connection between theoretical knowledge and its practical application in everyday work particularly exciting. For me, it has always been important to link theory and practice in order to understand both better and benefit from them practically. I did not want to remain solely in the realm of theory or focus exclusively on research. My goal was to implement the content I had learned directly in practice.

At that time, I was working in the marketing department of a startup in Graz, which gave me the freedom to apply what I had learned immediately. Looking back, choosing this path was one of the best decisions of my life.

When you think back to your studies, what do you particularly fondly remember? 

The friendships and bonds that develop over five years during a course of study are profound and lasting in nature. Despite all the ups and downs, I look back on my time as a student at CAMPUS 02 with great joy, connection, and professionalism. As the class representative and a member of the student union, it was important to me to strengthen the unity within my cohort and the entire university, as well as to build a good relationship with the professors. Relationships have always been the key to success for me, both personally and professionally.

I particularly remember the practical projects, such as market research and concept development for companies, as well as the inspiring lectures by Dietmar Wünschl and Ernst Mayerhofer. The tradition of discussing what we had learned with my fellow students at the 'Bierbaron' on Friday evenings was a highlight.

Even during my Bachelor's degree, I discovered my passion for marketing in medical technology.

I was particularly fascinated by the technical B2B sector, as medical technology, being a highly developed discipline, has a direct impact on patients' lives. The economic aspect of this medical-technical environment captivated me and highlighted how important innovation and efficiency are in this sector.

My career began at Johnson & Johnson MedTech – one of the world's largest companies in the pharmaceutical and medical technology sector – where I worked in various national and international roles in sales, product management, and marketing, particularly in the field of oncology. Through medical and product training, as well as practical experience in the operating room, I acquired valuable knowledge that helped me accurately identify challenges and needs in medical technology and develop effective solutions.

I have successfully launched products and worked on many projects, some of which were international, focusing on marketing strategies and team building. A highlight for me was the Johnson & Johnson First Line Leadership Programme, which enhanced my leadership skills. In my current role as Business Development Manager for breast implants in the Western European markets, I work closely with local distributors. This position requires a strategic approach and the ability to identify and seize market opportunities.

To what extent did your studies support you in realising this career path?

My studies in International Marketing at CAMPUS 02 University of Applied Sciences played a crucial role in realising my career path. The practice-oriented teaching methods and the international environment of the programme prepared me optimally for the challenges of the global market. During my time at university, I acquired a broad theoretical knowledge in the areas of marketing, management, and international business operations. The numerous projects and case studies, in particular, were invaluable as they allowed me to apply and deepen what I had learned directly. This hands-on approach helped me develop a solid understanding of market mechanisms and the needs of businesses. My studies were undoubtedly an important foundation for my professional success.

How does Johnson & Johnson MedTech support healthcare providers in seizing opportunities and shaping the future of healthcare, and what trends might impact the company’s marketing and sales strategies?

Fundamentally, J&J MedTech supports healthcare providers by providing innovative technologies, training programmes, as well as close partnerships and digital health solutions. We offer medical solutions and technologies, such as minimally invasive instruments and robotic systems, that enhance patient care and reduce recovery times, collaborating with well-known global players like Microsoft, NVIDIA, and Google from the IT sector. Through extensive training programmes, Johnson & Johnson MedTech ensures that healthcare professionals are always up to date with the latest technologies. Close cooperation with hospitals and research institutions facilitates the joint development of solutions for pressing health issues. The utilisation of data analytics and connected devices improves patient monitoring and optimises clinical workflows.

The increasing importance of personalised medicine requires tailored marketing solutions and specific approaches to patient groups. Sales strategies are customised to meet the needs of healthcare providers. The digitisation of healthcare necessitates a heightened focus on digital marketing strategies and online sales channels to meet the demands of telemedicine and e-commerce. Marketing and sales strategies must concentrate on the proven value and cost-effectiveness of products in order to fulfil the requirements of value-based healthcare. Constant adjustments to current regulations are necessary, with the benefits of the products needing to be clearly and precisely communicated. As J&J MedTech, we also follow general global trends with our commitment to sustainability and social responsibility, in order to be perceived as a responsible partner in healthcare.

Where do you see the future challenges for Marketing & Sales? Which topics should be particularly emphasised in education? 

To optimise the curriculum in Marketing and Sales at FH CAMPUS 02, it would likely be beneficial to focus on current trends and challenges while making the study programme dynamic. In particular, the promotion of digital skills is crucial to meet the increasing demands in the field of digital marketing. Students should be able to communicate the value and cost-effectiveness of products and services, as value-based customer engagement is becoming increasingly important. Intercultural competencies also play a vital role in successfully operating within a globalised economic environment. Furthermore, students should develop a solid understanding of the regulatory requirements in their respective fields and learn how to effectively integrate sustainability and social responsibility into their strategies. I currently see this as essential in the context of medical technology, especially regarding the EU-MDR and the General Data Protection Regulation.

I advise students... 

The FH is not just an educational institution – it is a platform for personal development and the building of valuable relationships. It is crucial to be curious and open to new experiences while simultaneously building a strong network. This personal development and the forging of friendships create a framework that extends far beyond the duration of one's studies and offers long-term benefits.

A few words with Nicolai:

• From my time at university, I still have...
  ... good contacts and friendships, as well as the pin badge of CAMPUS 02 University of Applied Sciences.
• Who has inspired you?
  Dietmar Wünschl and Ernst Mayerhofer for their incredible clarity regarding fundamental business processes.
  
• If I were to study again, I would…
  …pay more attention, as it would have saved me a few extra hours of studying. 😝​

My studies in 4 words: 

• network
• Resilience
• Community
• Success