This four-part series marks 4G Clinical’s milestone of 1,000 studies launched. Through a series of conversations, we look back at what it took to get here — from the lessons we’ve learned to the trust we’ve built with our clients. Across the episodes, leaders from Product, Engineering, Sales, and Delivery share unique perspectives on innovation, collaboration, and the people and partnerships behind this achievement. Together, we celebrate the journey, reflect on the past, and look ahead to the future of clinical trial technology.
About the Episode
In this episode of Breaking into the Market, host Libbi Rickenbacher sits down with Bob Troller, SVP of Global Sales, and Martijn Prinsen, VP of Global Business Development, to reflect on the early days of 4G Clinical’s journey into the RTSM eClinical market.
Through candid conversation and shared memories, Bob and Martijn revisit what it was like to introduce a new technology to an established industry, exploring the challenges, skepticism, and breakthrough moments that defined 4G’s earliest successes. Their stories reveal how persistence, trust, and partnership became the foundation for the company’s growth and reputation. As the discussion unfolds, Libbi draws out insightful reflections on what it meant to earn credibility with clients across regions, build lasting relationships, and adapt to the evolving needs of sponsors and CROs. Together, they offer a rare glimpse into the human side of business development, one built not just on sales but on belief in a better way to deliver clinical trials.Ultimately, Breaking into the Market is both a retrospective and a celebration. It honors the determination, collaboration, and shared vision that helped 4G Clinical move from a bold idea to a trusted global partner in clinical research
VP, Marketing and Partnerships
Libbi Rickenbacher, Sr. Director of Product Strategy and Partnerships, has over 15 years of experience in the field of life sciences and is an e-clinical RTSM solutions subject matter expert. Her experience lies in building and managing accounts, clients, and strategic initiatives. She holds a BA in both Neuroscience and Psychology and a Doctorate (PhD) in Neuroscience.
SVP, Global Business Development
Bob Troeller, 4G Clinical SVP of Global Business Development, has over 26+ years of experience in the pharmaceutical arena, having spent the last 17+ years in the eClinical space. Bob believes in building long-lasting sustainable partnerships through trust and shared success and understands how vital it is to get these life-changing medications and products to the market. He is truly passionate and determined to help others reach their potential while leading by example. Bob is a graduate of Rutgers University with a BA in Economics and minors in Chemistry and Biology.
VP, Global Business Development
Martijn Princen, 4G Clinical Vice President of Global Business Development, has over 15 years experience working in both CROs and eClinical vendors, having supported several eClinical Technologies including IRT, forecasting and simulation, EDC, CTMS and RBM with clients in Europe and the Far East. Martijn thrives on developing customer relationships and has managed complex sales, often involving large numbers of stakeholders across different countries and continents. Martijn has a BSc. Hons. in Recreation Management and Sports Science from Loughborough University of Technology in the UK.