Expert Details

Expert in Medical Device Marketing, Market Research, Competitive Analysis, Business Analytics, Medical Writing

Expert ID: 724384 California, USA

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Expert has over 12 years of marketing experience in the Class III and Class II medical device industry, specializing in new product launches, new product development, market research and marketing communications. She is highly skilled in analytics, research, tactical execution and received a Special Performance Award from St. Jude Medical for the successful global product launch of a new pacemaker platform. She has vast experience in consumer product marketing having co-developed and launched the first integrated insulin pump and blood glucose monitoring system for Medtronic MiniMed, achieving test strip sales to diabetes consumers of $3.3M in three months. She also has experience in developing the strategy for and executing the marketing of health care data aggregation software for hospitals. In addition, she has designed and managed eLearning programs to educate customers about high tech operating rooms.

She also specializes in ascertaining the voice of the customer through the design and execution of targeted market research. She annually conducts blind market research for clients such as Johnson & Johnson at the Heart Rhythm Society's (HRS) annual meeting for electrophysiologists. The results of these studies have been used to develop new products, identify emerging indications and drive strategic planning. Expert also provides marketing communications services ranging from writing advertising and brochure copy, press releases, technical abstracts to ghost writing articles and white papers for physicians. She has served as an expert witness in Class III medical device litigation.

Expert may consult nationally and internationally, and is also local to the following cities: Los Angeles, California - Long Beach, California - Santa Ana, California - Anaheim, California - Riverside, California - Bakersfield, California - Glendale, California - Huntington Beach, California - San Bernardino, California - Oxnard, California

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Year Degree Subject Institution
Year: 1990 Degree: B.A. Subject: Political Science & English - Pre-Law Institution: Mount St. Mary's College

Work History

Years Employer Title Department Responsibilities
Years: 2005 to Present Employer: Undisclosed Title: President & CEO Department: (Undisclosed) Responsibilities: She is President & CEO of a Class III and Class II medical device marketing consulting firm.
She provides marketing, market research and competitive intelligence services to clients such as Karl Storz Endoscopy, Global Care Quest, and Biosense Webster Inc., a Johnson & Johnson company. She specializes in strategic and tactical marketing as well as ascertaining the voice of the customer to support new product development, identify emerging indications and drive strategic planning. She works closely with electrophysiologists and board certified radiologists to develop next generation electroanatomical mapping and radiofrequency ablation systems. She also manages weekly Voice of the Customer (VOC) conference calls with Professional Educators to identify and understand the needs of the marketplace. She manages an online VOC survey tool designed to elicit customer feedback on new and existing products and manages the VOC survey panel consisting of electrophysiologists, cath lab technicians and nurse clinicians.

Years: 2004 to 2005 Employer: (Undisclosed) Title: Sr. Marketing Manager Department: (Undisclosed) Responsibilities: She had direct product line management responsibility for $49.8M microsurgical system annual revenue stream. She was responsible for defining, developing and executing customer centric marketing strategies to promote sale of a microsurgical system and associated disposable products. She monitored and reported market intelligence to senior management on competitors’ product performance, customer perception, future products and strategic initiatives via constant contact with field sales force and surgeon customer base. She served as the marketing intelligence liaison to R&D, Technical Services, Global Strategic Marketing and Manufacturing to support development and commercialization of new products. She also served as the technical expert for the microsurgical product line and gave product presentations at regional seminars and major target accounts. She negotiated, approved and managed pricing of microsurgical equipment and disposables for contracts with group purchasing organizations, hospitals, ambulatory surgery centers and surgeon customers. She designed training materials and performed training for Sales, Marketing, Customer Service and surgeon customers.
Years: 2002 to 2004 Employer: (Undisclosed) Title: Commercial Marketing Manager, Diabetes Supplies Department: Marketing Responsibilities: In the Commercial Marketing Manager role, she managed a worldwide marketing and distribution alliance with Becton Dickinson (BD). She had commercial responsibility for a $23M P&L for co-branded blood glucose monitoring systems that were wirelessly integrated with an insulin pump. She co-developed and commercialized the first integrated insulin pump and blood glucose monitoring system with BD and internal cross-functional teams. She launched the first co-branded BD Logic™ blood glucose monitor to Medtronic MiniMed’s installed insulin pumper base, achieving sales of $3.3M in three months. She communicated the progress and results of the BD partnership against key marketing metrics she designed in SAP to Medtronic MiniMed senior management. She worked closely with field sales representatives to monitor and report to Medtronic MiniMed senior management competitors’ product performance, plans for future products and technical functionality of existing products to drive new product development and strategic initiatives. She designed and executed persuasive consumer marketing programs that led to a high rate of adoption and conversion to Medtronic MiniMed’s integrated diabetes management system. She developed tiered pricing for and key messaging to new Managed Care accounts and existing contracted payers. She also organized and drove internal resources and cross-functional teams necessary to operationalize the alliance.
Years: 2001 to 2002 Employer: (Undisclosed) Title: Marketing Communications Manager Department: Marketing Responsibilities: She managed the creation of promotional materials to support ophthalmic surgical products, including cataract and laser vision correction lines. She managed strategic advertising, public relations, media relations, physicians’ speakers’ bureau, sales and marketing programs, packaging, web site content and trade shows. She also managed vendor relationships, including oversight of advertising agencies, printers, exhibit companies and ad placement in trade publications. She was responsible for a $5M Marketing Communications budget and managed a staff of ten full-time and contractual employees.
Years: 1997 to 2001 Employer: (Undisclosed) Title: Product Communications Manager Department: Marketing/Cardiac Rhythm Management Responsibilities: She had global responsibility for planning and tactical execution of new product launches of pacemaker, ICD, and emerging indications product lines designed to treat of cardiac arrhythmias.
She developed and implemented advertising, public relations and promotional strategies. She identified, cultivated and managed vendor relationships. She managed a staff of product marketing writers and two freelancers. She also successfully completed sales representative tachycardia, bradycardia and heart failure electrophysiology device training.
She regularly attended pacemaker and ICD implants and electrophysiology studies as part of the sales representative certification program. She received an Excellence Award for the global product launch of a new dual-chamber pacemaker platform. She also received a Special Performance Award for the successful launch of this new pacemaker platform.

Additional Experience

Expert Witness Experience
Expert witness experience testifying in depositions for Class III medical device litigation. Provided research/litigation support for implantable medical device case.
Training / Seminars
Developed and managed eLearning program to educate hospital customers on Karl Storz Endoscopy's OR1 High Tech Operating Rooms. Created sales training materials for Class III implantable medical devices.

Fields of Expertise

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