Expert Details
Pharmaceutical/Biotech Marketing | Brand Marketing | P&L Management | Commercial Strategy
ID: 729380
New Jersey, USA
His firm has been instrumental in launching an oncology business unit for an emerging pharmaceutical client, developing managed markets, trade, and distribution strategies for a 505(b)2 launch, and providing commercial assessments and recommendations for various licensing and co-promotion deals.
Expert is an active mentor with biotech/healthtech accelerators in the tri-state area, serves as a council member and advisor to market research firms serving the financial industry, and teaches pharmaceutical marketing and product development at the Silberman Business School, FDU.
Prior to founding his consulting firm, he held leadership positions in sales, marketing, account management, state and federal policy, pricing/contracting, and commercial operations across 11 therapeutic areas and 40 marketed products with organizations including Zeneca, Pfizer, Roche, and Eisai.
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 2000 | Degree: Executive Education | Subject: Executive Education | Institution: Harvard Business School |
| Year: 1996 | Degree: BS | Subject: Biology | Institution: Baldwin Wallace College |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2015 to Present | Employer: Undisclosed | Title: President | Department: Healthcare Consulting |
Responsibilities:Providing organizational design, commercialization insights, and strategic business planning to the C-suite of emerging pharmaceutical and biotechnology companies, as well as leading investment firms and consultancies.• Designed corporate, portfolio/brand strategy for small oncology focused organization launching their first 505(b)2 product. Created trade and distribution, and pricing strategy for infused chemotherapeutic. • Conducted commercial due diligence and business development support, including partner selection and deal structure for acquisition and divestment of existing assets. • Provided expert analysis on the pharmaceutical, biotech, and healthcare marketplace including likelihood of various new product J-code awards. |
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| Years | Employer | Title | Department |
| Years: 2017 to 2020 | Employer: Havas Health & You | Title: Chief Strategic Officer | Department: Hematology & Oncology Village |
Responsibilities:Built out a new offering focused specifically in oncology. Achieved growth and profitability targets (18 months and 9 months respectively) ahead of plan by securing the primary AOR position for Novartis Benign Hematology globally, providing access to 29 brands across 10 regions. Current responsibilities include oversight of strategy, planning, medical and business development functions.• Architect agency design, scoping of each department, personally recruited all department heads • Secured $25M in new business in the first 6 months. • On-boarded 4 global brands inside 60 days, while simultaneously building from 4 FTEs to staff of 65. • Year two topline growth of ~125% via a combination of new AOR awards and strategically projected project based work. |
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| Years | Employer | Title | Department |
| Years: 2013 to 2015 | Employer: EISAI INC. | Title: Head of Commercial Operations – Americas | Department: |
Responsibilities:Launched a commercial operations business unit with responsibilities for the US, Canada, Mexico, and Brazilian markets for all primary care, oncology, and established products; includes oversight of market research, business analytics, management sciences, digital marketing, sales training and development, incentive compensation, fleet services, samples, convention and meeting planning, in addition to a contract sales organization (Quintiles).• Facilitated strategic product performance & market research discussions as Secretariat of the Americas Commercial Leadership Team between C-suite, commercial VPs, and global business unit presidents. • Championed successful reorganization of field sales and leadership development training department including curriculum re-design, staffing, and resource allocation measured by sales force effectiveness audits. • Established a digital strategy department providing comprehensive project management- concepting, solution design and delivery-- creating significant time/cost savings for brand teams and business groups. • Expanded contract field operations in 3 separate CSO expansion campaigns (428 FTEs in total), reducing concept to deployment timeline from 4-6 months to 10 weeks. • Developed cost-effective strategies to expand reach and frequency with healthcare providers including virtual representative, representative on-demand, and proprietary pharmacy capabilities. • Led annual environmental assessment/situation analysis, 1&5yr brand plan, and budget reviews for all products. • Provided commercial assessment of business development opportunities for Eisai product portfolios. • Evaluated services, technologies, and strategies across Eisai to identify opportunities for driving additional value, encouraging solution re-use, and engineering cross-departmental efficiencies of scale. |
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| Years | Employer | Title | Department |
| Years: 2011 to 2013 | Employer: EISAI INC. | Title: Head of Marketing | Department: Primary Care, CNS & GI |
Responsibilities:Managed and developed commercial specialty marketing teams for the United States with P&L ownership of a 5-product portfolio; included responsibility for brand strategy, control of US marketing budget, and oversight of a 13-person team.• Partnered with senior leadership to guide brand strategy and franchise expansion through oversight of existing in-line product teams, co-promote marketing agreements, and launch of pipeline and acquisition based products. • Championed launch planning of Eisai’s BELVIQ and Fycompa brands as well as end of life cycle transitions for Aciphex and Aricept as part of 5 product marketing portfolio worth $2.2 Billion in net sales. • Led a company-wide transition from print to e-detail and multi-channel closed loop marketing solutions while remaining budget neutral to existing print budgets. • Non-voting member of executive pricing and contracting committee. |
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| Years | Employer | Title | Department |
| Years: 2009 to 2011 | Employer: EISAI INC. | Title: Brand Lead / Director | Department: Oncology/Institutional Care Marketing |
Responsibilities:Led the successful launch of Fragmin’s (physician administered, J-coded product) Oncology indication; included responsibility for brand personnel, lifecycle product management, budgeting, and strategic guidance sufficient to introduce innovative sales and marketing strategies and ensure a successful product launch and rebranding.• Oversaw and mentored a highly cross-functional team consisting of an Associate Director, Sr. Product Manager, Product Manager, as well as a CSO consisting of 30+ Registered Nurses. • Developed and managed $48 million budget for field force, medical, promotional, and consulting expenses. • Drove implementation of lifecycle management strategies designed to reduce gross-to-net through aggressive production optimization, trade (reverse logistics/return management), and payer/provider contracting strategies. • Developed company’s first-ever specialty pharmacy and retail channel management/contracting strategies, which resulted in an increase of 20% retail market share after 6 months in targeted geographies. |
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| Years | Employer | Title | Department |
| Years: 2007 to 2009 | Employer: Roche | Title: Customer Development Director | Department: Medicare Segment |
Responsibilities:Guided parts of Roche oncology/specialty (buy-and-bill, J-coded product) reimbursement policy as a strategist focused on payer markets and health policy; included responsibility for successfully designing and implanting pre/peri-launch plans for reimbursement operations and field-based teams to address coverage, coding and payment hurdles for small molecule and biologic portfolio.• Created strategies and pull-through tools to leverage physician group and local Medicare carrier influence on permanent J-code assignment (out of cycle) for MIRCERA, and ACTEMRA. • Mentored account managers on strategy & tactics to influence access-to-care with Managed Markets/ Medicare. • Developed and submitted formal comment to CMS local carriers, FIs, and MACs to advocate for appropriate product coverage and reimbursement. • Consulted on the business rules and program expansion for new/existing patient assistance programs, reimbursement support services, and account management customer relationship management platform. |
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| Years | Employer | Title | Department |
| Years: 1999 to 2007 | Employer: Pfizer (Formerly Pharmacia & Upjohn) | Title: Associate National Sales Director | Department: Oncology/Ophthalmology |
Responsibilities:Managed 20+ Specialty Market Account Managers tasked with educating providers on coverage, coding, and payment (reimbursement) for all of Pfizer's injectable products (oncology/ophthalmology/urology); as well as influencing coverage appropriate policy within Medicare and managed care carriers.• Led USPDI/AHPS Compendia submissions for oncolytic (J-coded products), expanding coverage for Medicare beneficiaries to nineteen additional tumor types. • Eliminated access to care issues and utilization controls for Camptosar and Ellence within Palmetto GBA by developing and influencing alternative channels to traditional CAC-Medical Director coverage review. • Provided HCPs with appeal guidance (including but not limited to J-coded products), through Administrative Law Judge hearing, with a 98% success rate. • Launched various business development programs to health systems/providers on HIPAA/OIG/Medicare compliance; medical school accreditation course requirements and program measurements; and in-services. |
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| Years | Employer | Title | Department |
| Years: 1996 to 1999 | Employer: Astra Zeneca | Title: Oncology/Urology Sales Representative | Department: |
Responsibilities:Managed sales territory, launch and promote oncology/urology products. Including sales support for multiple physician administered, J-coded products. |
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Career Accomplishments
| Licenses / Certifications |
|---|
| Multiple Reimbursement and Billing and Coding Certifications, Non-Accredited |
| Professional Appointments |
|---|
| Adjunct Professor / Chairman of the FDU Digital Marketing Advisory Board Member - Fairleigh Dickinson University, Silberman College of Business. Mentor - Entrepreneurship Lab (ELabNYC) Bio & Health Tech; Blueprint Health, LLC |
| Publications and Patents Summary |
|---|
| Publications/Panels: 7 |
Additional Experience
| Expert Witness Experience |
|---|
| 23 year career dealing with coverage, coding (i.e. HCPCS & J-code), and payment topics from various perspectives including: pharma manufacturer, consultant to physician and health system, advisor to wall street, consultant to emerging pharma & biotech organizations requiring managed markets and/or pricing strategy. - Medicare and commercial insurance fraud and abuse expert for plaintiff in wrongful termination suit. Contributor to case strategy; and review of interrogatories and document production requests - Medicare physician practice Audit (OIG, FBI) - Pharma executive deposed (plaintiff) on anti-competitive contracting case. - Pharma executive legal/commercial team prep (defendant) for patent infringement case. |
| Training / Seminars |
|---|
| - Evaluation & Management, Billing and Coding Education a crossed specialties. - Billing and coding, reimbursement training for physicians and office managers. - Medicare Compliance Plan development. |
Fields of Expertise
advertising, chemotherapeutic drug, drug, drug regulation, Hatch Waxman Act, health care claims substantiation research, injectable drug, injectable pharmaceutical product, market access, pharmacoeconomics, new drug, ophthalmic pharmaceutical product, pharmaceutical analysis, pharmaceutical drug, pharmaceutical industry, pharmaceutical inventory management, pharmaceutical launch, pharmaceutical manufacturer, pharmaceutical marketing, prescription drug, self medication, pharmacy benefit management, anti-infective agent, hormone replacement therapy, combination drug therapy, drug administration schedule, antiemetic drug, antirheumatic agent, pain medication, advertising claim substantiation, medication risk assessment survey, drug label comprehension research, antiarthritis drug, drug formulation, generic drug, pharmaceutical product development, pharmacoeconomics, drug dosage form development, pharmaceutical manufacturing, anti-inflammatory drug