Freelance Strategy Consultant - FreelanceStrategy
(2020-01)
Various project based freelance assignments for several agencies/ med device companies for clients at various stages of development.
- Start-ups for pre-launch pharma/ med devices: market research, POVs, briefs, client presentations, workshops for positioning, brand identities, personalities, values and mission statements
- Pre-launch/pipeline strategic planning including patient journeys, market analysis, HCP market research, evaluation of current campaigns, POVs
- Pitch development (especially in rare disease) which required targeting patients through digital channels and engagement throughout their journeys
- Therapeutic categories included renal cell carcinoma, type I diabetes, HIV, hyperkalemia, mantle cell lymphoma, chronic lymphocytic leukemia, etc.
Account Director - Triple Threat Communications
(2018-08 - 2019-12)
Client liaison: managing launch for potassium binder (Lokelma) in hospitals and with community-based HCPs
- Alignment on timelines and budgets for all collateral
- Strategic partnership and execution for brand playbook, HCP profiling and strategic customization call guide, rep-delivered HCP and patient facing pieces, websites, call center patient recruitment and development for patient partnership through their journeys, reprint carriers, exhibition kits, KOL videos, etc.
- Support the brand team in getting pieces approved through LMR
- Participation in strategic brand workshops
- Understanding of brand strategy and incorporation of insights from market research into creative recommendations
- Tactical planning - digital and traditional channels
- Collaboration with creative team internally to ensure creative options are strategic but varied, all client feedback is incorporated, and work remains on track and within budget
Director, Brand Strategy - Fallon Medica
(2017-05 - 2018-05)
Strategist on oncology brands (Xofigo, Jakafi, Aliqopa)
- Annual strategic and tactical planning
- Ongoing strategic direction for account
- Onsite monthly meetings to course correct/brainstorm
- Collaborate with medical writers to develop content for unbranded promotional material: disease state education, Speaker's Bureau decks, monographs, flashcards, KOL videos, etc.
- Collaborate with medical writers for Advisory Board content development, oversee attendee identification and recruitment, attend and analyze output for launching and established brands
- Oversee tactical execution and ensure it is on strategy
- Provide strategic recommendations internally and externally
VP, Senior Planner - Freelance Strategic Planner
(2015-01 - 2018-12)
Senior planner for several agencies on multiple brands including Eliquis for oral anti-coagulation, Optune for glioblastoma multiforme, Vascepa for HDL lowering, Abilifi Asimtufii for schizophrenia, Empliciti for multiple myeloma, etc.
- Workshop design and facilitation (brand promise, values, personality, positioning, messaging, etc.)
- POVs
- Market research reports
- Pitch work for new business
- Patient Journeys
Senior Planner - Harrison & Star
(2015-01 - 2016-12)
Senior planner for products in oncology (Tecentriq, Halaven, Votrient, Avastin, Lung Disease Screening Initiative for Genentech), cardiovascular (anacetrapib), hemophilia (Kovaltry), infectious disease (PReP for HIV), diabetes (biosimilar glargine) and rare disease (Austedo for Huntington's Disease and Tardive Dyskinesia)
- Workshop design and facilitation (brand promise, values, personality, positioning, messaging, competitive war-gaming, etc.)
- Clinical trial naming
- POVs
- Market research reports
- Exploratory Workshops (challenger brands, franchise & non-clinical value)
- Patient Journeys
Manager, Pulmonary Clinical Analysis - Boston Scientific - Marlborough, MA
(2013-01 - 2014-12)
Managed clinical analysis and key opinion leader engagement for pulmonary products.
- Key Opinion Leader (KOL) engagement
- Created and prioritize KOL map
- Field based KOL interactions to understand current practices, unmet needs and coordinate efforts with R&D collaboration
- Voice of Customer (VOC) qualitative design, research & analysis to understand and recommend appropriate clinical trial design, regulatory endpoints, product approvability, competing technologies & reimbursement environment
- Attendant at major & minor relevant conferences to glean emerging trends and interact with thought leaders
- Collaborated with bronchial thermoplasty (BT) team to develop publication plan
- Considered BSC-sponsored and BSC-supported tactics to address knowledge gaps
- Identified knowledge gaps brand priorities and develop tactics to address them
- Drove development of pulmonary strategy
- Due diligence
- Expert internal clinical consultant – understanding developed through primary literature, qualitative market research & field-based KOL interactions
- Attendant at major and minor conferences
- Developed content for training sessions
- Training facilitation with a focus on appropriate messaging & fair balance
- Competitive Intelligence
- Quarterly assessment on state of the severe asthma literature, therapies currently available and in development with formal presentation and summary to severe asthma team
Manager, Strategic Partnerships / Senior Analyst, Strategic Partnerships - Boston Scientific - Marlborough, MA
(2009-01 - 2012-12)
Conducted strategic analyses for areas of interest, companies of interest, and marketed products.
- For areas of interest (market-focused analyses): Compiled & synthesized data on most recent disease assessments (epidemiology, patient presentation, treatment algorithms, physician segments)
- Qualitative market research design, execution & reports
- Created landscape assessments to compare emerging technologies on clinical strengths and weaknesses
- Presented Data & Therapeutic Assessments to stakeholders to ensure all team members had a working knowledge of the clinical landscape
- For companies of interest (organization-focused analyses): Researched clinical trial history to determine rigor of design & results as it compared to available treatment options
- Identified unknowns & risks with technology
- Presented clinical perspective with guidance (next steps, endpoints & thresholds for efficacy & safety data expected from future clinical trials, etc.)
- For marketed products: Identified strengths & weaknesses of the technology as it relates to other market offerings based on clinical literature
- Conducted qualitative interviews with KOLs
- Assessed current use & opinions on device
- Determined how much data is known or accepted
- Identified unmet needs in the market
- Generated ideas for design iteration or data generation to drive usage
- Presented findings to stakeholders
Strategic Planner - Concentric-RX - New York, NY
(2008-01 - 2009-12)
Established strategic direction for new business based on marketplace analyses and brand offerings.
- Coordinated account and creative efforts, ensured all work remains on target
- Provided guidance on market changes & competitive threats & assisted with brand planning/tactical initiatives
- Areas of support included: pediatric nutrition, multiple sclerosis, schedule II opioid analgesia, skincare, antibiotics, and hepatic encephalopathy
Professional Sales Representative - Merck & CO., INC. - Brooklyn, NY
(2001-01 - 2007-12)
Developed relationships and conducted scientific discussions to maximize market share for assigned products.
- Data analysis to recognize market trends and adjust focus of messaging to maximize effectiveness
- Managed routing for cluster to ensure sales calls were targeted to the most influential customers
- Therapeutic areas supported: asthma, allergy, hypercholesterolemia, pain
