Expert Details

Expert in Strategic Marketing and Business Management in all Healthcare and Medical Sectors

Expert ID: 728849 United Kingdom

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• Successful, enthusiastic, highly motivated, strategic medical/healthcare consultant
• Qualified, experienced international business manager & strategic medical marketer
• Excellent track record of turning round and growing companies, products & services
• Wide span of management expertise across pharmaceutical, medical device, capital equipment, diagnostics, NHS & health care industry - wide network of high level contacts
• Extensive experience in marketing & sales to hospitals, GPs, consumers and industry
• Knowledge and expertise in a wide range of disease and therapeutic areas
• Founder and Chairman of a Patients Organisation & NHS PCT Patient Fora & member of Medical Technology Group
• An analytical creative thinker & achiever with Board level skills & blue chip experience

A Swiss-Italian pharmaceutical company wishing to enter the UK market inquired as to the market requirements including pricing and the strategy for entry. A full external audit was carried out in including market dynamics. Competitors were analysed in detail – their capabilities, strategy, resources, pricing, likely response etc. Potential customers were researched. PASA was interviewed and gave support. A full entry strategy was developed for market entry, including pricing levels. Competitor analysis showed that there was a considerable threat of take-over by the market leader. As a result of the competitor threat the company delayed UK market entry and concentrated on other geographical areas, entering the UK market later. A leading medical device and capital equipment company wished to make a strategic acquisition in cardiology. This was a new market for them and details of the market opportunity were required for due diligence; to ensure the acquisition was financially justifiable. A detailed market research exercise was carried out to in all major EU markets. This was to determine the market size, competition, segmentation, market pricing and dynamics in cardiology products for each country. Primary research was carried out, as there was little market information. Marketing plans, including detailed forecasts were prepared for each major EU country and for Europe as a whole. The acquisition proceeded and the forecasts were used to help determine the market and company value. As a result of the detailed competitor analysis a decision was made to accelerate development on some newer models, rather than launch the whole existing range across the EU.‘Best Research for Best Health’ resulted in a complete change of research funding for the NHS. This specialist tertiary referral hospital received ~£30million research grant from DH each year. This funding was to be phased out completely over 3 years and research funded on a project by project basis. This affects most of the leading NHS research establishments and has left a very large hole in their income and research funding for the future. A detailed analysis was carried out internally on the capabilities and resources available for research at the Trust. Customer research was carried out with the research funding organisations – NIHR and commercial companies to determine their requirements. A business strategy was developed with detailed 5-year forecasts and a tactical action plans for research. Recommendations were made to change structure and processes to attract more research funding. New and increased commercial research funding was attracted and a process was put in place for this to continue and increase in the future. This was critical to attain Foundation status. An entrepreneur wanted to set up a chain of high street laser eye clinics to treat short-sightedness and astigmatism, so glasses were no longer required. He did not have any experience in the medical market and needed advice and a business launch plan. Research was carried out on the market, disease and opportunity. Primary research was carried out using a focus group of short-sighted people to gain their views as to their concerns and perceived benefits. A launch strategy was developed for the chain of laser eye clinics. The clinical safety was shown to be a prime concern to people considering the treatment. The strategy included a strong clinical and ethical input and a lot of patient information. The company now has 20 clinics offering laser eye treatment and has performed over 250,000 laser eye treatments. The number of clinics and types of treatment continues to expand.


Year Degree Subject Institution
Year: 1984 Degree: Post Graduate Diploma in Management Studies Subject: Management, specialising in Marketing Institution: Thames Valley University
Year: 1984 Degree: Diploma in Marketing Subject: Marketing Institution: Thames Valley University
Year: 1977 Degree: Higher National Certificate Subject: Applied Biology specialising in Biochemistry Institution: Thames Valley University
Year: 1980 Degree: Assoc of British Pharma Industry Exam Subject: Medicnes, Healthcare and Pharmaceutical Industry Institution: ABPI
Year: 2003 Degree: President's Award Subject: Marketing Institution: Chartered Institute of Marketing

Work History

Years Employer Title Department Responsibilities
Years: 2007 to Present Employer: Undisclosed Title: MANAGING DIRECTOR Department: Responsibilities: A specialist strategic marketing and business consultancy for all medical and healthcare sectors

Projects include –
• Interim marketing support for a new UK pharma company
• A marketing strategy for a Mental Health Foundation Trust,
• Developing a new health policy on value-based pricing for pharmaceuticals with NICE to improve patient outcomes from new medicines and medical technologies for
Aug ‘07 to May ‘08 – Interim Business Development Director – R&D Royal Brompton & Harefield NHS Trust
• Developed a strategy for the Trust’s research business to replace Dh Funding for FT application
• Reviewed research - restructured to run as a business and to attract new research funding
• Developed a plan to increase commercial research income significantly and implemented it

• Benchmarking Global Marketing Excellence in major pharmaceutical companies
• NICE Clinical Guidelines Development – submitted evidence – positive outcome for patient group
• 2020 Health - Right of Centre Health Think Tank– a member of management team, assisting in launch
• Marketing for the NHS – As Chairman MMG working with CIM and senior NHS & DoH personnel

Years: 2004 to 2007 Employer: GUERBET LABORATORIES LTD Title: Uk General Manager Department: UK Responsibilities: RESPONSIBLE FOR TURNING ROUND AN AILING COMPANY – established 12 years
Guerbet is a French pharmaceutical company specialising in radiological contrast media. Full P&L responsibility for running UK Company.
• Restructured & recruited new UK team – sales, operational, new CRM system & administration
• Established new operating procedures compliant with regulatory & legal requirements
• Developed first UK marketing – raised profile & rebranded company and products
• Implemented new sales & marketing strategies & established product branding
• Developed a new successful tendering process
• Turned a ~£455k loss into profit and exceeding sales budgets by 11% & profit budgets by 112%

Years: 1999 to 2004 Employer: CONSULTANCY & ASSIGNMENTS Title: Consultant & Accounts Director Department: Responsibilities: • Communications Strategy for the Department of Health on National Service Framework
• Major pan-European market assessment in cardiology in primary and secondary care, including acquisition and in-licensing of products & marketing due diligence
• Setting up & launching a patient support group - research & writing a web site, PR and political lobbying
• Changed NICE guidelines - Prepared & submitted clinical document for Interventional Procedures review
• Feasibility for a private secure hospital for head injury patients – now built and running
• Market feasibility & forecasts for in-licensing of medical devices, blood products & oncology products
Jan ’00 TO Apr '01 PPC Ltd - Director of Account Management & Marketing
A company providing Employee Assistance Programmes to industry (t/o~4.5m). Achievements include:-
• Developing a strategy to stem the haemorrhage of accounts and achieving it e.g. BT, IBM, BP etc.
• Restructuring, motivating, focusing and developing the account management team

Years: 1993 to 1999 Employer: E-Z-EM LTD. Title: E-Z-EM LTD. GENERAL MANAGER ( Managing Director) promoted from MARKETING & SALES MANAGER and EUROPEA Department: UK Responsibilities: E-Z-EM is a US Group (t/o $100m), the world leader in pharmaceutical contrast media for gastrointestinal imaging, and a range of interventional radiology products. Responsible for running the UK subsidiary with full P&L responsibility (t/o £3.5m, staff - 20) and overseeing the European strategy for growth, (t/o ~£22m) with significant international input. Achievements include: -
• Restructuring the company and motivating the workforce to increase UK sales and profits
• Attained record net profits in first year and subsequently, paying first dividend to parent
• Increasing market share in the established core products despite significant competition
• Significant contribution to international growth including:-
• Negotiating in-licensing of complementary products for UK and Europe
• Establishing programmes, prioritising product registrations & multi-centre international clinical trials
• Establishing an international marketing function and rebranding all products
• Setting up a new product development programme and feasibility system
• Writing and implementing the first strategic business plans and budgets for the US Board & introducing bottom-up planning & budgeting
• Developing a pricing and contracts management system resulting in over 15% profit increase p.a.
• Influencing NHS policy to include barium enemas in pilot studies for colo-rectal cancer screening
• Introducing product branding across the product range & successful brand re-launch across Europe

Years: 1989 to 1993 Employer: STEWARTS MEDICAL MARKETING Title: Consultant Department: Responsibilities: Specialist division of a marketing consultancy, established in 1989 to provide strategic advice to medical, pharmaceutical and healthcare companies and the NHS. Working at board level, activities included company troubleshooting, writing business and marketing plans, carrying out market feasibility studies, advising on competitive strategies, arranging and analysing market research, preparing launch strategies and plans, implementing promotional plans. Projects included:
• A major feasibility study for a Swiss pharmaceutical company.
• Preparing the marketing submission for a first wave NHS Trust, setting up the marketing function and providing continuing strategic marketing support at Board level
• Developing competitive marketing strategies for clinical research organisations, MRI scanning units
• Creating an international launch plan for a laryngectomy device.
• Producing marketing/business plans for private hospitals, surgeons/consultants in private practise.
• Launch plans for optical and dermatological lasers.
• A customer focus for the Health Education Authority.
Years: 1988 to 1989 Employer: BUPA HOSPITALS LIMITED Title: MARKETING MANAGER Department: Responsibilities: BUPA owned 30 private hospitals throughout the UK with annual revenue £130 million.
Central marketing budget - £250,000 plus £150.000 for local hospital advertising. Managed 12 people. Reported initially to the Marketing Director for BUPA Health Services and then to the Director Hospitals. Responsible for the planning and implementation of the marketing needs for all hospitals. Developing the first marketing strategy and constructing and implementing the marketing plan for the company and for individual hospitals. This included:
• Implementing new planning and costing systems for hospital procedures
• Setting up a marketing function & structure centrally, and in each hospital, & central rebranding
• Developing marketing and commercial skills throughout the company
• Integrating acquired companies into the business
• Feasibility studies for new services and clinical procedures
• Successful and profitable national campaigns to the general public on NHS waiting lists
• Strategic promotion to GPs, patients and medical consultants to gain long term loyalty

Years: 1981 to 1988 Employer: AMERICAN HOSPITAL SUPPLY/BAXTER/DUPONT PHARMACEUTICALS Title: GROUP PRODUCT MANAGER/ MARKETING PLANNER - DUPONT promoted from Product Manager and sales rep Department: UK Responsibilities: Budget: £200,000 Staff: Marketing Assistant and Secretary. Reporting To: Marketing Director for Europe, and the General (Sales) Manager UK. Responsible for managing all six pharmaceutical products - analgesics, cardiovascular, iv therapy, opiate antagonists, vasodilators, in UK and Eire and assisting in the launch of AHS products in other European countries. Strategic and tactical marketing for the six existing products, launch plans for several new products, feasibility studies for potential licensing candidates and products in development, including a cognitive enhancer, anti-viral and chemotherpy drugs. All aspects of product management were undertaken.,

Acting Business Centre Manager from Feb '86 - responsible for pharmaceutical business unit after Baxter take-over. Reporting to: Marketing Director Pharmaceuticals and Diagnostics. Responsible for all aspects of product management for three intravenous critical care pharmaceutical products including achievement of gross profit budgets. Launched Hespan, a plasma substitute - full media and sales force coverage. The job also included formulating marketing strategies, preparing 1 & 5 year forecast, plans, production schedules, managing manufacturing & stock levels. After the take-over by Baxter Travenol, full responsibility for the running the Pharmaceutical Division. Over achievement on profit & sales each year.
Products sold included cardiac pharmaceuticals and catheters, electronic monitoring equipment and disposable pressure monitoring systems. This involved clinical selling, negotiating contracts and preparation of annual sales forecasts. Sales results were 130% to plan each year. Numerous awards including a trip to the US.
Years: 1980 to 1981 Employer: HOECHST UK now Sanofi Aventis Title: TECHNICAL SALES REPRESENTATIVE Department: Pharma Division Responsibilities: The products sold included the Behringwerke range of diagnostic products including antisera, radioimmunoassay kits (including AFP), radialimmuno diffusion plates, and a plasma volume expander and anti tissue-rejection reagents.

Government Experience

Years Agency Role Description
Years: 2007 to 2008 Agency: NHS - Royal Brompton & Harefield NHS Trust Role: Interim Business Development Director – R&D Description: • Developed a strategy for the Trust’s research business to replace Dh Funding for FT application
• Reviewed research - restructured to run as a business and to attract new research funding
• Developed a plan to increase commercial research income significantly and implemented it
Years: 2003 to 2003 Agency: Department of Health Role: Consultant Description: • Communications Strategy for the Department of Health on National Service Framework
Years: 2004 to 2005 Agency: Department of Health - patient and Public Involvement Role: Patient representative Description: Past member of patients forum for Oxford Ambulance Trust and Oxford City PCT.

International Experience

Years Country / Region Summary
Years: 2002 to 2002 Country / Region: EU Summary: Marketing Due Diligence across Europe for an Acquisition

Years: 1993 to 1989 Country / Region: Europe Summary: European Marketing Manager - E-Z-EM
Significant contribution to international growth including:-
• Negotiating in-licensing of complementary products for UK and Europe
• Establishing programmes, prioritising product registrations & multi-centre international clinical trials
• Establishing an international marketing function and rebranding all products
• Setting up a new product development programme and feasibility system

Career Accomplishments

Associations / Societies
CIM - gained President's award for outstanding service to CIM
MTG. Medical Technology Group lobbies for swifter access for new medical technologies.
Professional Appointments
Founder and Chairman the CIM Medical Marketing Group to 9.07, Ex-Chairman & Hon Treasurer of Royal Counties Branch of CIM, Past Founder Chairman - Beckley Tennis Club.
Awards / Recognition
Founder - FEmISA Patient Group for fibroid embolisation, past member of patients forum for Oxford Ambulance Trust and Oxford City PCT.

Additional Experience

Training / Seminars
Marketing in the NHS - keynote speaker at HSJ conference
Other Relevant Experience
Report on value-based pricing for pharmaceuticals for a health think tank. Health policy reviews and their implications.

Language Skills

Language Proficiency
French Conversational French

Fields of Expertise

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