Expert Details

Expert in Medical Devices, Diagnostics, Digital Health

Expert ID: 735076 Massachusetts, USA

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Expert has 20 years of leadership experience in medical device/life sciences marketing in small start-ups and Fortune 100 companies. Following an industry career Vice President of Marketing for Oridion (acquired by Covidien) Medical, Director of Marketing for Philips Medical, and Group Marketing Manager for Boston Scientific, she founded her own company. She has served on the corporate board of the Anesthesiology Patient Safety Foundation.

Expert focuses exclusively on the healthcare/ life sciences market. She is an expert and leader in:
– Product development innovation research
– Medical device marketing strategy
– Traditional medical market research
– Marketing services for the medical device, biotech and diagnostics industries

Offering a rare blend of strategic and organizational strengths, Expert is recognized for developing new products and growing sales and profits as Vice President of Marketing for Oridion Medical. She brought Oridion to record sales/ profitability through major shifts in brand strategy, product design, marketing communications, and clinical education, and is known for her ability to quickly diagnose growth impediments and apply data-driven solutions.

Education

Year Degree Subject Institution
Year: 2002 Degree: MBA Subject: Marketing Institution: Babson College
Year: 1988 Degree: Bachelors Subject: Biology Institution: University of Pennsylvania

Work History

Years Employer Title Department Responsibilities
Years: 2007 to Present Employer: Undisclosed Title: President Department: Responsibilities: A rapidly growing medical device advisory company dedicated to market, business and product development strategy research in medtech, diagnostics and digital healthcare.

Lead/direct a strategy research team of former medical device industry employees to provide strategic insights to clients for acquisition due diligence, commercialization strategy, market sizing and assessment and value proposition development.
Years: 2007 to 2007 Employer: PHILIPS MEDICAL Title: Director of Critical Care Monitoring Department: Responsibilities: A leader in patient monitoring -2017 sales of €24.5 billion

Directed global strategy and marketing for patient monitoring, a mature market with multiple franchises.
• Investigated/led the acquisition process of a patient ventilator system from the largest global supplier of ventilator equipment.
• Participated on a corporate team performing due diligence on a new wireless technology for hospital systems.
• Worked with Philips R&D leaders to develop their relationships with key clinician leaders in their respective medical societies.

Years: 2004 to 2006 Employer: ORIDION CAPNOGRAPHY Title: Vice President, Marketing Department: Responsibilities: Directed global strategy and marketing for CO2 monitoring, a rapidly growing technology with four major franchises:
EMS, Critical Care, Procedural Sedation and Pain Management. Business grew > 25%, at a SOM greater than 50%.
Managed five departments with a combined staff of 20. Strategy was based on maintaining technology leadership through the development of products that expanded CO2 monitoring into therapeutic areas, and providing simple, easy to use, and clinically relevant airway management tools for clinicians throughout the hospital.
• Launched three new products, seven more in the pipeline prior to acquisition.
• Built the marketing department from 1 staff member to ~ 20, significantly improved productivity and efficiency.
• Introduced multiple new market development programs:
o Created a procedural sedation market driving program that combined new educational formats.
o Developed global EMS market through the EMS EduPak, designed to increase scale in EMT education.
o Drove rapid growth in the Pain Mgmt. market through aligning OEM partner and Oridion programs.
o Played defense in the CCU market until product technology met accelerating unmet customer needs and competitive threats.
o Improved partner support and relationships through more consistent and regular meetings, communications, exhibition. solicitation, crisis management, and roadshows.
• Brought critical information to support company decision making by sizing markets and creating market assessments
• Increased Oridion’s visibility by upgrading Trade show meetings productivity and recognition of Oridion in key
societies such as APSF, IMSP.
• Improved marketing performance through employee development programs.
• Initiated a new price program to drive sales in key markets. Led an analysis to understand price/volume elasticity.
• Drove global distributor efficiency and performance through training tools and programs.
• Initiated clinical studies programs to evaluate new products in development, to ensure successful launches.
• Assisted R&D in the identification of the root cause of key product failures, enabled evaluation of multiple prototypes.
• Started market/product development clinical studies in all four franchises, including creating new sites to collect waveform data to support algorithm development.
• Started a Voice of the Customer program designed to bring valuable product performance information to support R&D and sales efforts in 2006.
Years: 2003 to 2004 Employer: ORIDION CAPNOGRAPHY Title: Director of Marketing Department: Responsibilities: Directed global strategy and marketing for CO2 monitoring, a rapidly growing technology with four major franchises:
EMS, Critical Care, Procedural Sedation and Pain Management. Business grew > 25%, at a SOM greater than 50%.
Managed five departments with a combined staff of 20. Strategy was based on maintaining technology leadership through the development of products that expanded CO2 monitoring into therapeutic areas, and providing simple, easy to use, and clinically relevant airway management tools for clinicians throughout the hospital.
• Launched three new products, seven more in the pipeline prior to acquisition.
• Built the marketing department from 1 staff member to ~ 20, significantly improved productivity and efficiency.
• Introduced multiple new market development programs:
o Created a procedural sedation market driving program that combined new educational formats.
o Developed global EMS market through the EMS EduPak, designed to increase scale in EMT education.
o Drove rapid growth in the Pain Mgmt. market through aligning OEM partner and Oridion programs.
o Played defense in the CCU market until product technology met accelerating unmet customer needs and competitive threats.
o Improved partner support and relationships through more consistent and regular meetings, communications, exhibition. solicitation, crisis management, and roadshows.
• Brought critical information to support company decision making by sizing markets and creating market assessments
• Increased Oridion’s visibility by upgrading Trade show meetings productivity and recognition of Oridion in key
societies such as APSF, IMSP.
• Improved marketing performance through employee development programs.
• Initiated a new price program to drive sales in key markets. Led an analysis to understand price/volume elasticity.
• Drove global distributor efficiency and performance through training tools and programs.
• Initiated clinical studies programs to evaluate new products in development, to ensure successful launches.
• Assisted R&D in the identification of the root cause of key product failures, enabled evaluation of multiple prototypes.
• Started market/product development clinical studies in all four franchises, including creating new sites to collect waveform data to support algorithm development.
• Started a Voice of the Customer program designed to bring valuable product performance information to support R&D and sales efforts in 2006.
Years: 1998 to 2003 Employer: Boston Scientific Title: Group Marketing Manager Department: Urology/Women's Health/Stents Responsibilities: Product and Marketing management

Developed global strategy and managed marketing for carotid stent franchise, one of BSC’s largest emerging business opportunities with market growth projected at $750M by 2010: with an SOM greater than 50%. Manage staff and OUS commercialization programs through leadership strategy and development of products that provide a less invasive approach for the treatment of carotid artery disease.
• Launched the Filterwire EZ in 2003 with franchise sales projected to increase by 100%; doubled product line sales in 2002 while maintaining global SOM rate greater than 53%.
• Led global effort to improve franchise-marketing processes and develop a more robust product launch.
• Led a branding initiative including customer research, focus groups and positioning analysis resulting in BSC’s first global brand, Carotid Solutions.
• Enhanced global meeting presence by initiating premier sponsorship at 12 key clinical conferences including TCT; developed podium and publications strategies with live cases, symposia, and presentation of clinical data.
• Developed OUS MD education/training programs for Europe, Asia, South America and South Africa in partnership with country managers; accelerated the growth of global procedure rates by training 200 physicians in 2002.
• Developed programs to accelerate clinical trial time to market; participated in reimbursement planning/strategy.
• Participated in acquisition planning and due diligence of proposed technologies; recommended a new stent as a strategic investment and declined an embolic protection system opportunity based on poor clinical results.
Years: 1998 to 2001 Employer: BOSTON SCIENTIFIC Title: SENIOR PRODUCT MANAGER Department: Responsibilities: Developed strategy, managed product and defined new product development for Urology/Women’s Health surgical devices in the $500M incontinence market with 20 million patients worldwide. Developed a platform of products for the Capio line, a technology enabling a less invasive outpatient procedure. Managed US commercialization and market evaluations. Developed clinical data from US KOLs to support product launch and promotion.
• Launched the Capio CL as an alternative to bone anchors for sling placement, tripling franchise sales and contributing as one of the highest revenue and profit drivers for Microvasive Urology Women’s Health Group in 2001.
• Designed innovative launch and promotional programs that emphasized unique clinical value of Capio CL including BSC’s first cadaver bioskills training program that resulted in 40% physician conversion rate.
• Successfully expanded franchise by creating sales rollout plan with in-depth clinical training, well-defined targets, solid positioning, and proven sales support tools.
• Transformed problem product into 20% revenue increase; analyzed Capio Standard yield/field failures with R&D to improve suture throw repeatability. Reintroduced in direct promotion using innovative clinical education component.
Years: 1997 to 1998 Employer: C.R. BARD Title: Senior Product Manager Department: Responsibilities: Led marketing and product management for Biliary Endoscopy franchise, in market estimated at $100M with 20% annual growth. Managed US commercialization through a strategic initiative to develop and launch a full-line franchise targeting two market leaders. Managed relationship with OEM vendor to develop new and innovative products.
• 1998 product group sales grew by 75%. Re-positioned the business through a differentiated promotional program based on clinical messaging developed with US KOLs.
• Resolved critical supply issues by internalizing key OEM products resulting in improved manufacturing/quality/cost.
• Developed new rapid exchange technology platform with R&D that promised impact entrance into the biliary market. Based on highly positive MD prototype evaluations, product design was significantly faster/easier to use.
Years: 1995 to 1997 Employer: C.R. BARD Title: Product Manager Department: Responsibilities: Managed US sales for line of forceps, snares and other products in Tissue Diagnosis franchise in market estimated at $75M. Drove strategic initiatives to maintain profitability and differentiate Bard product performance from key competitors. Hired, trained and managed an Associate Product Manager.
• Grew sales by 30% and SOM by 7% in three years via a unique promotional program that measured performance and cost savings for the GI Lab, and improved customer loyalty/retention for mature product.
• Broadened line with strategic product differentiators, including an H. Pylori diagnostic kit and shorter-throw snare.
• Developed platform for directional endoscopy accessories, creating high performance niche in commodity business.
• Initiated cost improvement program with operations and R&D that reduced overall product line cost by 10%.
Years: 1994 to 1995 Employer: C.R. BARD Title: Market Research Manager Department: Responsibilities: Hired with charter to improve marketing and R&D product development processes to align project goals with customer needs and increase ratio of successful product launches. Provided critical information using primary research, qualitative and quantitative analysis to support strategy, business and new product development planning.
Years: 1988 to 1993 Employer: MICRON SEPARATIONS, INC. Title: Marketing Manager/ National Sales Manager Department: Responsibilities: Marketing Manager, BIOTECH, DIAGNOSTICS & MEDICAL DEVICES (1988 – 1993)
National Sales Manager, FILTRATION AND BIOTECH PRODUCTS (1992 – 1993)
Served dual role as Marketing Manager and National Sales Manager. Managed product/new product development for
life sciences market. Drove business development function by targeting medical device and diagnostic kit manufacturers.
Managed US sales and technical services team; oversaw Fisher Scientific distribution network in Biotech business unit.
• Led business development initiatives utilizing MSI’s core technology platforms of critical components for medical devices and diagnostic kits. Doubled business unit sales each year for 1989 to 1993; launched five new products.
• Grew sales in Biotech business unit by 10% each year. Developed promotional programs to broaden distribution of key products to a targeted group of high volume accounts.
• Conducted international sales programs and training in Europe.
Years: 1987 to 1987 Employer: XYDEX, INC. Title: Marketing/Product Manager Department: Responsibilities: A life sciences/separations startup company acquired by GENEX.
• Developed/launched an innovative new product in six months. Sales revenues exceeded forecast.
Years: 1982 to 1986 Employer: SCHLEICHER & SCHUELL, INC. Title: Regional Sales Manager/ New England Sales Representative Department: Responsibilities: Regional Sales Manager, (1984 – 1986)
New England Sales Representative, (1982 – 1983)
Sales management of the Northeast region, with four direct and one inside sales representatives.
• Hired and trained four new representatives, exceeding quota by 20% each year.
• Developed local promotional programs to increase sales in key accounts, negotiated all government contracts

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