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Expert has multiple experiences in evaluating and proposing strategy for brands or individual products. This list includes several existing diagnostic products where lifecycle planning needs require judicious selection of new and novel add-ons to an existing line. It also includes significant leadership work in international biopharmaceutical marketing with diverse teams that analyzed and proposed product design, labeling and formulation changes to increase brand strength and sales longevity. We made several changes to positioning and promotional messaging for purpose of more closely fitting evolving customer needs. Changes included typical promotional materials but also a unique blend of outside services that reached more closely into the specific situations of patient care in Cancer, HIV, kidney disease, organ transplant patient care and blood transfusions.

Expert has evolved sub-speciality in convergence; where diagnostic tests become companions to treatment decisions (for drugs or devices) creating answers to contemporary issues often called Personalized Medicine (or pharmacogenomics). He has been studying the environment of collaboration between these very distinct market models, looking for ways to help clients with successful implementation of marketing strategies in this space.

Expert has multiple significant experiences in medical product sales and sales management (for BOTH biopharmaceuticals and laboratory diagnostic products). He was 1 of 8 sales managers who started up a large biopharmaceutical sales force and took them through product launch. Expert has led small business units in high tech medical sales environments, and started sales forces from scratch. He has held Sales Training and Sales Management Development Department leadership roles in 3 different companies where he analyzed, structured and implemented successful programs driving sales force competencies to sell at levels higher than expected (award winning performance). Expert has trained American, European, Latin American and Asian field staff at home office programs, and he has worked on numerous projects involving strategic analysis of sales force performance/deployment and market targeting/segmentation.

Expert's unique skill base includes 15 years experience in biopharmaceutical products and 15 years in medical diagnostic products. He has held marketing roles at all levels in BOTH drug and diagnostic product companies. His marketing background includes involvement with several product launches (and recalls) in both domestic and international environments. He has been frequently active in building product use justifications via journal articles. As part of the process, Expert has conducted multiple advisory discussions with the American payer community. He experienced the Tylenol poisoning crisis (1982) as one of the thousands of reps deployed to address professional customer concerns and was the strategic marketing leader (2000-2002) when drug safety actions related to erythropoietic stimulating agents (EPREX immunogenicity, PRCA) was a highly critical patient safety phenomenon for Johnson & Johnson. Expert's medical product involvements have included hematology (EPO), oncology (Rx), capital equipment for labs, blood typing and transfusion safety, molecular diagnostics (oncology), organ transplant (OKT-3), diagnostics for metabolic disease (diabetes and co-morbidities), cardiovascular diagnostics (ACS, CHF, stroke risk), OB-GYN (RhoGAM, preeclampsia, pre-term labor), and HIV (Drugs and diagnostics).

Expert is called upon by outside agencies for considered opinion in fields of how diagnostics are implicated in clinical decisions and how the fields will change (and why). He reviews macro issues affecting business situations (e.g., hospital & physician office practice economics, CPT coding, CMS payment, payer coverage decisions). Expert receives numerous calls from companies (J&J, other) requesting perspective and advice on how diagnostic products become companions to their pharmaceutical product applications. He attends workshops and brainstorming sessions, investigates secondary sources for relevant information, designs & completes market research as voice of customer insert enriching dialog. Expert is an invited participant at industry events, workshops. He facilitates working discussions about issues and potential sources of resolution to business problems. Expert has conducted multiple payer group advisory boards, presenting product concepts, leading discussion on clinical/economic utility and what it will take to establish willingness to pay by insurance policy makers. Expert has consulted to market research firms re: topics under evaluation via survey data collection. He provides insight on data needs and subsequently what the data collected means (strategic implications).Over the years, Expert has taken on numerous assignments with high potential junior staff (emerging talent) for purpose of guiding their thinking in strategic analysis. He has supported their understanding of environmental factors affecting business decision making and helped them understand alternatives to consider based on a mentor's deep experiences. He proudly looks at a large cadre of successful professionals whose careers have progressed in many companies.