Delivered full market insights program for company’s first international oncology product launch. Provided foundational, promotional, tracking, and forecast-related primary market research to support the launch of a new lymphoma product. Research efforts served as department’s template for subsequent world-wide product launch support. Product achieved initial forecast projections, which were double Management’s revenue goals
Directed international team on intelligence gathering; kick-started key product sales 17%. Neurology product’s sales plateaued early vs. a competitor. Lead team traveling to Europe and interviewed leading specialist prescribers. Within one week uncovered numerous issues that were addressed to regain momentum, including change emphasis from price selling, discredit competitor’s misleading paper, and implement “product experience” program.
Improved Company’s Market Insights function. Established life-cycle market insights plans for all company products. Developed information dashboards for executive briefings. Established standard operating procedures for market insights and for agency agreements.
Forecasting:
Introduced improved methodologies to accurately forecast sales in an orphan indication. Prior agency engagements had utilized complex, “black box” methodologies, which the company did not understand. Implemented self-explicating conjoint analysis along with evidence-based share adjustments to obtain precise predictions without the need of a large sample size. Also employed patient-flow epidemiology and analog uptake curves. Process predicted first-year monthly uptake within 15% of actual vs. greater than 50% error with previous estimates.
Created “best in class” product forecasting system; saved $100K per year on outside software. Company required more precise, in-house forecasting; therefore, created new Excel-based global forecasting system, which displayed competitive share by regimen, price, and volume, all with logical subroutines. Later established upgraded process incorporating input from 70+ countries and incorporating a cutting-edge project management tool.
Provided market & forecasting evaluations for acquisitions; saved $54M on purchase price. Developed due diligence market evaluations and associated forecasts for successful company acquisitions in Oncology, Neurology, Endocrinology, and Hematology. Established 41% lesser valuation on an initial acquisition buy-in, translating to millions in savings.
