Expert Details

Expert in Pharmaceutical Marketing

Expert ID: 733405 United Kingdom

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Working both in an agency environment and for a number of leading pharmaceutical organisations Expert has managed the challenge of gaining patients access to innovative therapies. Although the industry has been slow to recognize the issues and move away from the term compliance to adopt the concept of patient partnerships and therapy voluntary adherence it has clearly now got the message. However, many companies still have large market access divisions focused on maximizing the profit of a brand. This continued focus on profit makes it difficult to partner with healthcare systems with their focus on patient benefits expressed as QALYs.

Expert has managed and delivered a number of patient access programmes utilizing the latest multi-channel channel communication tools. Expert has presented his work at EyeforPharma events, and been a member of discussion panels to explore how industry can evolve to better serve patient needs and remain profitable.

Expert has significant expertise addressing the challenges of bringing high value oncology brands to the market:
- At the earliest stages where the research protocol must be aligned with real world practice
- Expert has worked on building the case for reimbursement of the 1st immunologic brand in the UK
- Working with oncology drugs targeting many tumour sites he has been contributed to building effective launch strategies to drive patient access to innovative treatments
- Expert has experience of building and delivering effective marketing campaigns for a number of major oncology brands
- Expert has been appointed as an adviser to the European Society of Medical Oncology (ESMO) with the objective of increasing membership among central European countries in competition with ASCO.

Education

Year Degree Subject Institution
Year: 1981 Degree: B.Sc. Applied Biology Subject: Microbiology Institution: Caledonian University Glasgow
Year: 1994 Degree: Diploma Marketing Subject: Marketing Institution: Glasgow College of Commerce

Work History

Years Employer Title Department Responsibilities
Years: 2008 to 2018 Employer: (Undisclosed) Title: Director Department: Owner Responsibilities: In the challenging pharmaceutical environment there is little time for on the job training. Marketing professionals building and implementing product launch plans must have experience of the business intelligence skills to develop insight that will drive real competitive advantage.

They must be able to craft inspirational strategic plans around this insight, understand the limits of their own organisation and be able to leverage their knowledge of vendors to bridge these gaps. To achieve this they must be capable of leading cross functional teams in a matrix environment to set achievable KPIs based on SMART objectives and drive the business to achieve these objectives. Outside the organisation they must demonstrate flare in dealing with multiple stakeholders from MPs to Patient organisations to leverage their support for the launch brands.

All of the above must be implemented in the toughest of compliance environments (working with Zinc & Vault Promomat systems) requiring meticulous project planning to ensure delivery targets are met. Adding in to this the expectation that the marketer has knowledge and experience of the health care systems and the barriers to patient access the pool of talent is limited for full time appointments. Indeed many experienced marketeers may consider your business too high risk.

Expert's consultancy firm has 10 years of experience working in companies large and small of meeting and exceeding all these requirements.
Years: 2007 to 2008 Employer: (Undisclosed) Title: Client service Director Department: Healthcare Communications Responsibilities: Expert managed a client service team of 5, responsible for £500K fee revenue.
The team delivered marketing, communication and publication planning programmes and materials to a number of clients.
Years: 2006 to 2007 Employer: MSI consultancy Title: Management Consultant Department: Pharmaceutical Marketing Excellence Responsibilities: Provision of management consultancy on a number of international pharmaceutical brands
For example:
- Working on a neurology orphan drug, successfully resolved patient access issues; now established as core therapy funded by most CCG’s in the UK
Developed, delivered 10-day marketing excellence training course to 200+ international delegates;
Years: 2002 to 2006 Employer: Chiron Vaccines Title: New Product Development Director Department: Global Strategic Marketing Responsibilities: Development of a customer focused strategic marketing approach for multiple infectious disease franchises.
Set up and managed a number of multi-disciplined steering groups developing vaccines for bacterial and viral infectious disease including:
- Focused the companies’ resources to build a strategic approach to the marketing of Bioterrorism vaccines: Obtained a major contract from the UK government for the supply of a smallpox vaccine; developed a partnership with Porton Down biological research group to develop a vaccine for weaponised anthrax and botulinum toxins
- Built a commercial case for a Norovirus vaccine for the protection of adult foodhandlers and healthcare workers vaccine candidate advanced into clinical research

Fields of Expertise

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