Expert in Medical Device Strategy, Up-stream Marketing and Commercialization
Expert ID: 731334
Expert has over 30 years marketing experience in the healthcare industry. During his career he has launched over 20 products in the USA and internationally. Products launched include electronic medical equipment, durable medical equipment, medical plastic consumables, and medical software. He has experience with nephrology and critical care product segments. Many of these products were new therapeutic alternatives to existing medical treatment technology. As a result, Expert became adept at developing compelling positioning statements acceptable to skeptical physicians. His medical technology undergraduate training allows successful dialogue with most physicians. Expert has actually co-authored papers with his physician-customers.
Expert has considerable experience conducting business strategy projects. He drove the vision-setting process for his $750M business unit, which resulted in a significant expansion into adjacent markets. This exercise ultimately drove a significant modification to the unit's business strategy. His business acumen contributed to his business development activities. Expert has been a leading contributor in 3 corporate acquisitions and numerous distribution arrangements.
Expert prides himself in driving fact-based decisions. This stems from his market research beginnings. He is experienced in conducting qualitative market research, such as focus groups and personal interviews, as well as internet-based quantitative market research surveys.
As President of his own consulting company, Expert has conducted work in the medical device, pharmaceutical and diagnostic markets.
A medical device start-up experienced significant difficulty obtaining funding for a device intended for cardiology patients and contacted Expert to identify alternative markets. Expert conducted a market assessment and identified another market. Once the market potential was clarified for a group of angel investors they agreed to contribute $600K. This funding was used to produce a prototype and conduct initial clinical testing. Based upon these milestones, the company obtained $2M for full clinicals and FDA submission. The company has received 510K approval and the product is on the market.A pharmaceutical company was experiencing difficulty deciding whether to target an asset for a particular market. Expert was asked to investigate the market and perform lead the project team through an on-site strategic planning session to reach a conclusion on the viability of entering the market. Expert was responsible for conducting the global launch of a renal therapy pharmaceutical product in Europe and the USA. Since the product was a new therapeutic, Expert was responsible for identifying and assembling a group of thought leaders who participated in a consensus development meeting. The results of this meeting were used to generate promotional materials. Expert was also responsible for identifying and developing training materials for a unique diagnostic test that would help physicians target the correct patients. Expert was responsible for developing the global marketing plan including product positioning and pricing. Then he led a 4 person European team to implement the sales and marketing plan. This was the company's first successful global product launch.As a result of the June, 2011 FDA Guidance on usability, Expert was asked to design and implement the formative and summative human factor validation testing for a medical device manufacturer. During the testing, Expert's skills allowed him to uncover a major non-conformance to the device specs. This was brought to the design and regulatory teams for corrective action. Expert's report was integrated into the 510K and was accepted by the FDA without questions. The product has received 510K approval. Because a company was facing growth issues from their maturing product line, Expert was asked to coordinate a series of meetings with the executive team to establish a new vision for the company. After successfully developing a new vision Expert led a subgroup of the team to develop a visionmap that could simply explain the vision to all employees. Approximately 6 months later Expert led the executive team through a new strategic planning process that identified new adjacent market opportunities, stemming from the broader vision. These market opportunities were integrated into the company's strategic plan and drove significant growth.
Expert may consult nationally and internationally, and is also local to the following cities:
Chicago, Illinois - Rockford, Illinois - Aurora, Illinois - Naperville, Illinois - Joliet, Illinois - Elgin, Illinois - South Bend, Indiana - Gary, Indiana - Milwaukee, Wisconsin - Madison, Wisconsin