Biopharmaceutical Market Research and Strategy Expert

Technical Consultant #1933

Biopharmaceutical marketing executive with broad commercialization expertise including strategy development and execution for new product launches, label changes, and market events across lifecycle stages and customer segments.
Primary care and specialty categories, including cardiovascular/atherosclerosis, osteoporosis, metabolic, antiemetics, oncology, and biosimilars.
Marketing strategy, commercial, market, and competitor assessment, launch excellence, new product development and planning, lifecycle management.

Expert Witness Experience

Undisclosed Company, Blue Bell, PA, Principal, 2012 - Present

Consult on marketing strategy development and implementation for pharmaceutical and life sciences companies.
Projects include: Embedding major marketing excellence initiative into commercial and cross-functional project teams, informing launch of a new vaccine indication, creating an innovative offering for pharmaceutical companies.

Merck & Co., Inc., Upper Gwynedd, PA, 1996 - 2012

Executive Director, Cardiovascular Franchise, 2010 - 2012

As the U.S. marketing leader, ran U.S. atherosclerosis marketing with $3 billion in profit and loss, and $90 million promotional budget.
Directed strategic and launch planning, set franchise priorities, forecasts, and managed marketing mix and sales execution for Zetia®, Vytorin®, and new products.
Managed eight direct reports, 50 extended team members.
Reversed four years of quarterly prescription declines for Zetia.
Exceeded 2011 franchise revenue target by $60 million.
Spearheaded strategic overhaul of Atherosclerosis brands.
Re-launched with new positioning, segmentation, messaging, and promotional campaign in all customer segments and channels.
Oversaw major label revision to incorporate new safety labeling for Vytorin, with flawless execution of integrated and comprehensive plans.
Received division award from CEO for mitigating significant commercial risk.
Managed launch of outcomes label based on SHARP study, showing reduction in major vascular events for Vytorin in chronic kidney disease patients.
Developed launch strategy and execution plan for potential $2 billion fixed dose combination product under FDA review.
Collaborated with global marketing on long range plans for multi-billion dollar Phase III pipeline products, including first-in-class lipid modifying therapy and CETP, (Cholesterylester Transfer Protein) inhibitor.

Senior Director, Global Customer Insights, 2007 - 2010

Led global market research department for specialty and hospital franchises, Biosimilars business, and Licensing.
Shaped new product and business development, portfolio, and in-line plans. Managed eight direct reports, with an $8 million budget.
Guided development of oncology product commercialization, scientific platform, and lifecycle management plans.
Co-led innovative Tumor Strategy Forums to foster cross-fertilization among clinical and commercial teams and to identify opportunities in lung, breast, colorectal, and prostate cancer.
Partnered with leadership of Biosimilars start-up to help shape commercial operating model and portfolio strategy across 10 therapeutic areas, including anti-TNF, GCSF, ESA, and Oncology. Gained approval of six early development plans and device development platform.
Informed licensing opportunity Go/No Go decisions in eight therapeutic categories.
Partnered with Corporate Licensing to strengthen positioning, customer interactions, and communication plan.

Senior Director, Emend® PONV Business Group, 2006 - 2007

Led marketing of Emend for Post-Operative Nausea and Vomiting (PONV).
Managed four managers and directors.
Directed launch of new dose and indication to hospital-based market, supplementing CINV market.
Delivered lifecycle plan and secured research investments.
Recommended and executed discontinuing promotional support based on multiple market issues and opportunity costs.
Effectively managed key opinion leader and other stakeholder relationships during transition.

Senior Director, Market Research, Business Analysis and Decision Support, 2003 - 2005

Directed market research and analysis for atherosclerosis, diabetes, hypertension, and obesity business groups.
Guided new product development and commercialization strategies. Managed two team leaders, seven managers and analysts working with a $9 million budget.
Provided recommendations for launch strategy and branding development for Januvia® launch plans for new outcomes indications for Zocor® and Cozaar® counter-competition plans; new product assessments, lifecycle, and clinical development decisions; patent expiry plans for Zocor; and portfolio planning.
Defined marketing excellence requirements in New Product Benchmarking divisional project.

Senior Director, Market Research, Business Analysis and Decision Support, 2003 - 2005

Associate Director, Merck-Schering Plough Pharmaceuticals Joint Venture, 2001 - 2002

Managed product development and marketing strategy as Brand Leader for Vytorin.
Developed marketing strategy for Division Award: Mitigating significant commercial risk and MSP JV.
Formulated first five-year business plan and oversaw forecast for joint venture.
Achieved aggressive indication and start dose plan approval for Vytorin.
Devised marketing strategy for business plan and clinical development needs reports.
Led launch marketing strategy development for Zetia, generating segmentation, targeting, positioning, and key messages.
Developed trademark and initiated branding.
Prioritized development opportunities for combinations of Zetia with products beyond simvastatin.

Associate Director, 1996 - 2000

Osteoporosis Franchise

Served in several levels of positions in this department: Marketing and Senior Marketing Manager and Associate Director.
Directed launch of Fosamax, once weekly, across all customer segments and channels.
Planned clinical and product development programs, publications, and lifecycle management.
Oversaw market development strategy, promotion, and specialty sales force initiatives.
Devised and presented five-year business plan to senior management.
Achieved #1 NRx (New Prescription Drugs) share for once weekly doses, and grew franchise share by 10% points by week 13 post-launch; delivered sales and TRx (Total Prescription) share 115% to plan for 2000.
Led cross-divisional team to develop innovative trade package to facilitate patient education and compliance.
Wrote launch marketing plans for Fosamax, once weekly, steroid-induced osteoporosis indication, and label for concomitant therapy with HRT.
Collaborated on submission and negotiation of six key product label changes.
Developed market development initiatives including: consultative selling initiatives for BMD device owners, patient management program, Merck guidelines resource, and reimbursement hotline.

Academic and Professional Affiliations

Awards

M.B.A. Marketing, The Wharton School, University of Pennsylvania, PA
B.S. Marketing and Finance, The Wharton School, University of Pennsylvania, Philadelphia, PA