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Biopharmaceutical Market Research and Strategy Expert

Technical Consultant #1933


Expertise

  • 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

  • Pharmaceutical pricing

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.

Honors & Publications


Academic and Professional Affiliations

  • Healthcare Businesswomen's Association

Awards

  • Division Award: Mitigating significant commercial risk.

Education

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