Expert Details
Medical Device Product Management, Product Launch, Marketing, Sales, and Sales Operations
ID: 731674
California, USA
He has provided testimony as an expert witness for commercial trademark, branding and contract disputes, deceptive trade and selling practices, false advertising and marketing promotion, global market pricing and industry pricing trends, methods of medical device advertising, marketing and promotion, FDA product labeling and packaging requirements, FDA regulatory and medical device testing requirements. Served on cases for Plaintiff and Defense in Trial and Arbitration. He has expertise with a broad range of medical devices, diagnostic, digital health and software products for Class I and II FDA cleared devices including capital equipment and disposables.
MAJOR ACCOMPLISHMENTS
• Global Product Management/Marketing/Sales: Managed medical device product lines with sales over $250 Million, launching over 60+ new products driving four brands to #1 market share.
• Products: Direct experience with exam and industrial gloves at Safeskin and Logic Ventures, disposables, capital equipment, sleep, respiratory, anesthesia, orthopedic soft goods, asthma, wound care, surgical, ophthalmology, medical and industrial gloves, oxygen, infection control, ENT, gastro, aesthetics, dermatology, diagnostics, and therapeutics.
• Revenue Growth:
o Increased ResMed mask revenues from $45 MM to $257MM (25% CAGR) in 6 years growing market share from 35% to 50% and #1 share and less than 5% decline in ASP.
o Increased Safeskin medical exam glove revenues from $93 MM to $170 MM and #1 market share from 24% to 29%.
• Distribution Partnerships: Secured partnerships at Sommetrics for an innovative Sleep OSA and acute care products with market leaders in the industry. Set up distribution in home care and hospital for the TriggerNeb® High Performance Reusable Nebulizer into fourteen countries resulting in company being sold.
o Expert on distribution into the acute care market (GPO, IHDN, hospitals) for exam gloves, home care market(DME/HME for orthopedic soft goods, mobility and sleep/respiratory), e-commerce for sleep, mobility, soft goods), drug and pharmacy, long-term care, and other channels.
• International: Developed new medical device markets at ResMed with sales growth in Latin America from $2MM to 14MM and Canada from $20MM to $35 MM.
• Strategic Initiatives: Led sales/marketing initiatives including internet channel policies, content development, launch of a new e-commerce store, deployment of iPad’s and SalesForce.com CRM.
• High Performing Teams: Scaled a team of five in product marketing, built the sales operations team from 4 to 14, established a market research department and first business (non-IT) function in Malaysia.
• Awards: 5 President’s Club Awards and Key Contributor Award (6 years) for sales of ~$966 MM at ResMed. Contributor of the Quarter at Kimberly-Clark Healthcare.
AREAS OF EXPERTISE:
Global Product Management
Industry and Market Trends
Sale, Distribution and Sales Operations
Go-to-Market Strategy and Launch Execution
Business Development and Channel Distribution
Marketing Strategy and Tactics
Marketing and Business Plans
International Markets
Product Roadmap & Development
Sales Enablement
Reimbursement
INDUSTRY EXPERTISE:
Hospital (Acute Care)
Homecare (HME, DME)
Long-term Care
Medical Channel Distribution Partners
Respiratory and Pulmonology
Sleep Medicine
Surgical Products & Equipment
Wound Care Products
Infection Control
ENT and Plastic Surgery
Digital Health
Digital & Connected Health
IVD Diagnostics
Ophthalmology
Orthopedics
Cardiovascular
Gastroenterology
Diagnostic and Therapeutic
Disposables
Capital Equipment
Home Care Equipment
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 1992 | Degree: MBA | Subject: Marketing | Institution: Indiana University Kelley School of Business |
| Year: 1987 | Degree: BS | Subject: Accounting | Institution: Indiana University Kelley School of Business |
| Year: 1986 | Degree: International Business | Subject: International Business | Institution: Tilburg University |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2012 to Present | Employer: Undisclosed | Title: CEO | Department: |
Responsibilities:Strategic and tactical commercial business adviser to medical device, diagnostic and life-science companies. Expert's specialization includes commercial product marketing, marketing strategy and tactics, sales, sales operations, and distribution for companies in the medical device, diagnostic and life-science companies.Areas of expertise: Global Product Management, Sales and Sales Operations, Go-to-Market Strategy and Launch Execution, Business Development and Channel Distribution, Marketing Strategy and Tactics, Marketing and Business Plans, International Markets, Product Roadmap and Development, Sales Enablement, and Reimbursement. Industry Experience: Hospital, Home-care, Long-term Care, Medical Channel Distribution Partners, Respiratory, Surgical Products and Equipment, Wound Care Products, Infection Control, ENT and Plastic Surgery, Digital and Connected Health, IVD Diagnostics, Ophthalmology, Gastroenterology, and Diagnostic and Therapeutic Care. Types of clients: CEO, COO, Chief Commercial Officer, VP or SVP of Marketing and Sales of established or start-up Medical Device, Diagnostic and Life Science Companies that have gaps in their organization and need services such as: New Product Development, Product Portfolio Management, Strategic Global Commercial Marketing, Go to Market Strategies, Business Development and Channel Distribution, and Global Product Management. Sample projects include: Performed an assessment of the self-collection STI Testing Market to understand market trends and availability in Retail OTC, Retail Clinics, Internet, and Home testing. Provided strategies and recommendations on how to enter the market. Developed a commercial readiness plan launching disruptive technology into the wound care dressing (a $200 million market) and surgical incise drape markets (a $130 million market) to reduce hospital-acquired infections (HAI's). |
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| Years | Employer | Title | Department |
| Years: 2022 to Present | Employer: Undisclosed | Title: CEO | Department: Executive |
Responsibilities:Chief Executive Officer Developing innovative respiratory products, software and solutions for Chronic Obstructive Pulmonary Disease (COPD) Patients. |
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| Years | Employer | Title | Department |
| Years: 2018 to 2019 | Employer: Cohero Health, Inc. | Title: VP, Marketing | Department: Marketing |
Responsibilities:Expert drove technology commercialization by leading marketing, product management, and sales operations.Expert launched the BreatheSmart® DTx Direct-to-Consumer (DTC) initiative, which consists of a digital mobile app and Bluetooth connected HeroTracker® sensors that motivate and educate consumers, health care providers (HCPs), and caregivers to adopt behaviors to improve patient outcomes. |
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| Years | Employer | Title | Department |
| Years: 2016 to 2018 | Employer: Sommetrics, Inc. | Title: Vice President, Acute Care Division/ SVP/General Manager, Sleep Division | Department: Commercial |
Responsibilities:Privately-held company focused on anesthesia and respiratory products for sleep and airway management.As SVP/GM, commercialized the sleep apnea device in Canada by signing a distribution agreement with AvantSleep while building a franchise for a sleep apnea device that will support profitable, commercial sales. As VP, Acute Care, signed a global distribution agreement with Smiths Medical, Inc. and commercialized aerFree, a non-invasive external airway support for mild to moderate sedation procedures. |
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| Years | Employer | Title | Department |
| Years: 2014 to 2019 | Employer: Logic Ventures | Title: Partner | Department: Executive |
Responsibilities:Founding Partner, led successful exit of the company's products (aerosol medication delivery devices) to a global manufacturer and supplier of medical devices having an international presence in over 105 countries. |
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| Years | Employer | Title | Department |
| Years: 2003 to 2012 | Employer: ResMed Corp. | Title: Director, Product Management and Sales Operations | Department: Commercial Marketing and Sales |
Responsibilities:He served as the Director of Sales Operations at ResMed (2009–2012). In this role, he led the sales operations team supporting the field-based sales team and established the first business (non-IT) function in Malaysia. Prior to this role, he served as the Director of Product Management at ResMed (2003–2009), where he managed and directed the marketing strategy for the patient interface (mask) product portfolio for the Americas (US, Canada and Latin America) and was heavily involved in new product development, marketing strategy, sales operations, marketing stakeholder management, market research and product lifecycle management. |
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| Years | Employer | Title | Department |
| Years: 2000 to 2003 | Employer: Think Outside, Inc. | Title: Director, Product Marketing | Department: Marketing and Sales |
Responsibilities:He led and managed new product development for the Stowaway Portable Keyboard product line generating global revenues of over $40 million (2 million units) and 30 models sold in the U.S., Germany and Japan. He led cross-functional teams in developing hardware and software computing solutions. |
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| Years | Employer | Title | Department |
| Years: 1992 to 2000 | Employer: Kimberly-Clark Corp./Safeskin Corporation | Title: Product Manager/Sales Associate | Department: Marketing and Sales |
Responsibilities:He developed and marketed disposable Class II medical device surgical products (drapes/gowns), PPE (gloves, gowns, shoe covers) and sterilization wrap. Expert led and directed a portfolio of medical device examination glove products for global markets. He increased medical revenues from $93 million to $170 million and #1 market share from 24% to 29%. |
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| Years | Employer | Title | Department |
| Years: 1987 to 1990 | Employer: Ernst and Young | Title: Senior Accountant | Department: Accountant/Audit |
Responsibilities:Provided audit and advisory services. |
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International Experience
| Years | Country / Region | Summary |
|---|---|---|
| Years: 2009 to 2013 | Country / Region: Malaysia | Summary: He hired, trained, and developed a team of sales operations specialists to support the 150 person sales team in the U.S. as part of the Sales Operations team. |
| Years: 2003 to 2009 | Country / Region: Australia | Summary: He managed the product development team that supported the launch of 15 new products into the global market. |
| Years: 2000 to 2003 | Country / Region: Taiwan | Summary: He worked with the engineering team in Taiwan on the development of new consumer electronic devices. |
| Years: 2014 to Present | Country / Region: Taiwan | Summary: He worked with a publicly traded medical device company to launch a propriety medical device into the United States. |
| Years: 1995 to 2000 | Country / Region: Thailand | Summary: He managed and provided direction for engineering/manufacturing on the development of numerous medical devices. |
Career Accomplishments
| Associations / Societies |
|---|
| CPA, Georgia |
| Licenses / Certifications |
|---|
| CPA |
| Awards / Recognition |
|---|
| ResMed: President’s Club Awards 5 time award winner ResMed: Significant Contributor Award for mask sales of $966 MM and 12.3 MM masks in 6 years. Kimberly Clark: Contributor of the Quarter – 1Q95 |
Additional Experience
| Expert Witness Experience |
|---|
| Expert has been involved in depositions for publicly traded companies and expert witness testimony in arbitration cases. Most recent was patent infringement case for defense which the defense won. Arbitration Case on Infringement, 2021-2022 as part of the defense. The panel found there was no infringement, so we won the case. Provided expert testimony on what drives purchasing decisions in the medical device sales and distribution market of orthopedic soft goods, including what buyers (sophisticated buyers such as medical products distributors, group purchasing organizations, integrated health delivery networks and medical providers as well as individual consumers) prioritize in selecting products. Additionally, provided expert testimony around intricacies of issues that drive purchasing decisions such product functionality, price, quality, availability, delivery, warranty, HCPCS/PDAC coding considerations, and trade/brand name irrelevance to the purchasing decision. Also testified on the processes of HCPCS coding and the interplay between Medicare billing and the providers who submit for reimbursement and the effect this has on consumers receiving said HCPCS category products. |
| Training / Seminars |
|---|
| He has developed training for hundreds of sales teams, having launched over 60+ products in his career and delivered numerous webinars. |
| Vendor Selection |
|---|
| Expert has been involved in sourcing/locating vendors for a variety of marketing and sales operations activities including, CRM (Salesforce.com), Fleet Management (Runzheimer), Price Tracking and Monitoring (NetEnforcers), Incentive Compensation (BI Worldwide), E-commerce (online stores), Portals (Sharepoint), Marketing Automation. |
| Marketing Experience |
|---|
| He is adept at providing industry insights into the medical device industry for respiratory, sleep, surgical, wound care, and other hospital and home care products. |
Language Skills
| Language | Proficiency |
|---|---|
| Hebrew | Proficient |
| French | Basic |
| English | Native |
Fields of Expertise
new product development management, channel management, medical reimbursement, Internet marketing, market positioning, competitive analysis, sales management, startup, business development, leadership, cross-functional team, sales training, sales planning, sales effectiveness, marketing strategy, new product launch, international marketing, distribution channel, disposable medical device, durable medical equipment, medical device marketing, medical marketing, product management, medical diagnostic test, consumer electronic product, medical equipment marketing, medical device manufacturing, medical equipment, medical device, regulatory affairs, FDA 21CFR 11 compliance, FDA software, digital healthcare