OUR PLAYFIELD.

Diagnostics experience

We bring deep IVD and diagnostics product marketing experience, from portfolio strategy to evidence-based messaging and launch execution.

Global delivery reach

We deliver consistently across regions and time zones, supporting global and local teams with aligned training and practical tools.

Life-sciences specialization

We focus on IVD and life sciences, so your teams learn on the real constraints you face: claims, evidence, clinical value, and regulated markets.

Choose the delivery that fits your team or role.

In-house training

Bring a trainer to your team for focused, live sessions built around your products, customers, and launch goals. Click: Learn about in-house training

Online courses

Learn at your pace with short lessons, templates, and practical exercises you can apply right away. Click: Learn about online courses

Blended learning

Combine live workshops with online modules so you get momentum, practice, and follow-through across regions and roles. Click: Learn about blended learning

Need help choosing

Not sure which option fits your timeline, team size, or regions. Start with a quick call and we will point you to the right path.

Who we serve and what you want

Organizations

Build stronger product marketing capabilities across your organization

We help diagnostics and life sciences organizations build stronger, more consistent product marketing capabilities across teams and regions. This can include aligning teams around product value and positioning, improving messaging and claims support, and creating clearer launch and adoption plans.

Product Marketers

Turn product marketing theory into practical, repeatable skills

We help product marketers turn complex products into clear positioning, relevant value propositions and practical launch plans. Our courses provide structured frameworks for messaging, content, launch preparation and performance measurement that you can apply directly to your daily work.

Trainers & Facilitators

Train-the-trainer certification

We prepare experienced trainers and facilitators to deliver Skein Academy programs using our content, methods and quality standards. Through structured onboarding and practical training, you learn how to teach the frameworks, lead the exercises and support participants throughout the learning journey. Once prepared, you can deliver selected programs as part of the Skein Academy trainer network.

Structured pathways: Assess → Train → Apply, so every learner follows the same capability stages
Framework-driven work: clear tools and templates you can reuse on real launches and plans
Business results: faster ramp-up, consistent decisions, and repeatable execution across teams

Trainer network

Curated global delivery capability

Curated trainer network

Consistent delivery, worldwide

We work with a carefully selected network of experienced trainers who understand IVD and diagnostics product marketing. This gives you reliable delivery at scale across regions, with a consistent learning experience for every cohort.

How we select trainers

Quality you can rely on

Proven experience delivering IVD and diagnostics commercial learning for cross-functional audiences • Practical, facilitation-led sessions with field-ready examples and activities

How we deliver

On-site and online

• In-person delivery for teams and workshops • Virtual delivery for global cohorts, blended schedules, and time-zone friendly sessions

Contact us to engage our trainer network

Meet Skein Academy

Erwin Knuyt

Managing Partner

Erwin Knuyt develops practical, action-based training in product marketing, marketing strategy and commercial excellence.
Since 2010, he has worked closely with Roche Diagnostics and Roche Diabetes Care, and since 2014 he has delivered Product Management Marketing Training across the EMEA region. Alongside his industry work, Erwin teaches at KU Leuven and the University of Antwerp, bringing real-world B2B and marketing experience into the classroom. In 2021, he was recognized as Best Teacher at KU Leuven based on student evaluations.

Elin De Boel

Learning & Development Consultant

Elin De Boel brings a strong combination of strategy, marketing and consumer insights experience to Skein Academy.
She started her career at Bain & Company and later worked in marketing and insights roles at companies including P&G, Danone and Novartis, across both local and regional markets.
Since 2014, Elin has worked as a corporate trainer, and in 2018 she became an independent consultant focused on consumer insights. She also lectures at the University of Antwerp and supports Erwin Knuyt as a teaching assistant for the B2B Marketing course, combining hands-on business experience with a strong passion for learning and development.

Yoav Nir

Senior corporate trainer

Yoav Nir knows what it takes to turn an innovative product into a successful business. As co-inventor of ClickShare, he helped shape its value proposition, go-to-market strategy and early sales channel, contributing to one of Barco’s most successful product launches.
Today, Yoav is a business developer and strategic marketing consultant, helping B2B organizations turn technology and innovation into customer value and commercial traction. His expertise spans customer value, positioning, go-to-market, business development and the practical use of AI in marketing and commercial execution.
An engineer by background and author of Game-changing Innovation, Yoav has worked with Roche through the IMPACT (PMMT) program since 2017, building a strong understanding of Roche’s markets, customers and solutions

Siska Bossuyt

Senior Corporate Trainer

Siska Bossuyt brings more than 20 years of experience across sales and marketing, with a strong understanding of the commercial drivers behind successful, customer-centric organizations.
Her expertise spans change management, project management, customer relationship management and training, with particular experience in the automation of marketing and sales processes through her work at Microsoft and projects for companies including AG Insurance, Panasonic and Barco.
As a trainer, Siska is practical, focused and results-driven. She combines a can-do mindset with strong listening and collaboration skills, and adapts quickly to different company cultures and industries. Her training experience ranges from functional skills development to broader managerial programs.

Bram Roosens

Corporate Trainer

Bram Roosens is a strategic foresight, innovation and marketing expert with a strong background in foresight-driven innovation, strategy development and open innovation. He currently works at an AI startup as Director of Customer Success, helping clients use AI-powered strategic intelligence and supporting product teams in developing new platform capabilities.
Bram holds a PhD in Innovation Management and Marketing and combines academic expertise with extensive business experience. He has worked with global brands including AB InBev, Adidas, KONE, Equinor and Siemens, and since 2022 has been active as a consultant and trainer for executive programs and business schools across Europe.
He is particularly passionate about solving complex problems, building capabilities and helping teams work more effectively.

Niels Van Schoorisse

Corporate Trainer

Niels van Schoorisse is a trainer with experience designing and scaling account-centric commercial models across international B2B organizations. He specializes in translating growth strategies into practical operating models that bring sales, marketing and customer success together around high-value accounts.
His expertise includes Account-Based Marketing (ABM), Account-Based Experience (ABX), commercial excellence, CRM, marketing automation and revenue operations. Niels has worked with global organizations across healthcare, pharmaceuticals, technology and digital services, helping teams improve customer engagement, account growth and long-term commercial value.

A thriving community

What our customers have to say

“The program gave me a much clearer and more structured way to approach product marketing. I learned how to analyse the market, understand customer needs, define a stronger value proposition and translate those insights into a practical marketing plan.
The academy's teaching style is engaging and highly practical: complex ideas are explained clearly, supported by diagnostics-specific examples and applied directly to real business cases.
I left the program with greater confidence, better tools and a way of working that I now use in my daily role.”

Participant

“The impact was visible soon after the program. Our team member returned with a more structured approach to marketing decisions and was able to apply the learning directly to an active business challenge.
We saw clearer thinking, stronger use of customer and market insights, and a more convincing way of presenting recommendations. The program does more than building knowledge: it helps employees turn that knowledge into practical work that supports the wider team and the business.”

Marketing Manager

“Working with Skein Academy means working with a partner who understands both product marketing and the realities of the diagnostics industry.
Skein Academy combines strong expertise with a practical and collaborative approach. They take the time to understand the organization, connect the learning to real business situations and create an environment in which participants feel comfortable contributing. The result is training that is relevant, well structured and immediately useful.”

LearninG & Development Partner

Skein Academy delivers specialist product marketing training for diagnostics and life sciences teams, with deep experience in the global IVD industry.

From Marketing Capability to Patient Impact

We build the capabilities of product marketers to drive stronger business results and, ultimately, better patient care. Structured training that strengthens team performance, supports better business decisions, and contributes to improved patient outcomes.