Expert Details

Expert in Medical Device Strategy, Up-stream Marketing and Commercialization

Expert ID: 731334 Illinois, USA

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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

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Education

Year Degree Subject Institution
Year: 1979 Degree: MS Subject: Hospital and Health Services Administration Institution: The Ohio State University
Year: 1977 Degree: BS Subject: Medical Technology Institution: Michigan State University

Work History

Years Employer Title Department Responsibilities
Years: 2009 to Present Employer: Undisclosed Title: President Department: Responsibilities: Expert is responsible for identifying and implementing healthcare industry consulting opportunities.
Years: 2007 to 2008 Employer: Analogix, Inc. Title: VP Sales and Marketing Department: Responsibilities: Expert was responsible for developing marketing programs and driving the sales team efforts for this supplier of products to medicinal chemists in the pharmaceutical industry.
Years: 2005 to 2006 Employer: Avocet Polymer Technologies, Inc Title: Chief Operating Officer Department: Responsibilities: Expert was responsible for the entire operation of this small life sciences start-up, which sold OTC scar treatment products to cosmetic surgeons and burn centers.
Years: 1983 to 2004 Employer: Baxter International, Inc. Title: Vice President, Global Marketing, Infusion Systems Department: Responsibilities: During Expert's 21 year career, Expert advanced from a marketing analyst to the Vice President of Global Marketing for a $750M business unit. Expert drove strategic plans, business development deals, distribution agreements, and product launches in the US and Internationally. His adept problem-solving skills and focus on customer needs helped Expert's businesses to double digit growth. He was recognized with 5 separate marketing achievement awards, two technical awards and several patents. Expert was asked to move to Sydney, Australia where he ran the entire Renal business of Australia and New Zealand for six years.
Years: 1979 to 1982 Employer: Battelle Memorial Institute Title: Market Research Analyst Department: Responsibilities:

International Experience

Years Country / Region Summary
Years: 1994 to 2000 Country / Region: Australia / New Zealand Summary: Expert was responsible for managing the Renal Business Unit of Baxter International.During the six year period he drove unit revenue growth at a CAGR of 9.8%, and profit growth at a CAGR of 11.2%. He extended Baxter’s leadership position by implementing a physician consulting group, revolutionizing the approach to customer training, and improving customer service (improved customer satisfaction ratings from 60% to 80%). Premium product penetration from 1.1% to 13.2%, premium pharmaceutical penetration increased from 38% to 95%. Expert introduced several new products to the market, generating 36.1% of total sales in his final year there.
Years: 1991 to 1994 Country / Region: Europe: UK, France, Italy, Nordic Summary: Expert was responsible for planning and implementing the European launch of a pharmaceutical product. As the leader of a 5 person marketing team, he was responsible for implementing the marketing plan, including all promotion, pricing, customer and sales training and other product marketing activities. He was answerable to both the President of the Global Business and the President of Europe during the project.
Years: 2000 to 2004 Country / Region: Latin America / Europe/SE Asia Summary: Expert led the global marketing group of a $750M business unit. His team was responsible for driving sales growth internationally. The team focused predominantly on Europe, Latin America and SE Asia. The USA product portfolio could be leveraged for some European countries, but not for the majority of the European continent. The team needed to develop low-cost product alternatives for Latin America and SE Asia. It was successful in identifying market opportunities in each region, driving product development, creating sales and marketing programs to support the regions and training local sales teams. International sales grew over 20% per year during Expert's tenure.

Additional Experience

Expert Witness Experience
Expert has experienced providing a deposition during a patent lawsuit.
Training / Seminars
Strategic Planning Workshop for iBIO's PROPEL program and Market Planning Workshop for iBIO's PROPEL program.
Vendor Selection
Expert has extensive experience identifying and negotiating distribution agreements between companies. During his career at Baxter he negotiated 7 distribution agreements. He also identified 2 joint marketing agreements.
The experts consulting projects include evaluating several novel drug moieties for acquisition and analyzing the commercial viability of a novel diagnostic tool for venture capital firms. He has also been engaged to identify licensing partners for a novel device.
Marketing Experience
Having over a decade of experience marketing products in the renal therapy industry, Expert has an unparallelled understanding of this marketplace. With 5 years of experience in the critical care market, Expert has detailed knowledge, especially related to the delivery of intravenous therapy via infusion pumps and sets.
Other Relevant Experience
Expert is adept at the questionnaire design. In preparation for his masters thesis, Expert was required to study question design. He has leveraged his market research skill set into performing Human Factors Validation Testing to address recent FDA Usability guidance.

Fields of Expertise

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