Penetrating New Markets

Situation
The healthcare division of a $5 billion international conglomerate, identified a breakthrough therapy, entailing both a new pharmaceutical agent and a unique delivery system that was a high cost, adjunctive therapy targeted for disease states and areas of the hospital that were unfamiliar to the Company

Actions
Led internal teams in the creation of development and commercialization plans to profitably maximize hospital penetration and utilization rates of this new and disruptive therapy.
Developed a specialist selling approach that resulted in the creation of a tightly focused sales and marketing organization.
Created pre-launch and launch marketing programs, configured sales coverage / territory requirements, and developed competency, recruiting and training criteria.

Results
The division was spun-off from the parent, and the acquiring company successfully implemented the launch plan


PENETRATING NEW MARKETS
Situation The healthcare division of a $5 billion international conglomerate, identified a breakthrough therapy, entailing both a new pharmaceutical agent and a unique delivery system that was a high cost, adjunctive therapy targeted for disease states and areas of the hospital that were unfamiliar to the Company Actions Led internal teams in the creation of development and commercialization plans to profitably maximize hospital penetration and utilization rates of this new and disruptive therapy. Developed a specialist selling approach that resulted in the creation of a tightly focused sales and marketing organization. Created pre-launch and launch marketing programs, configured sales coverage / territory requirements, and developed competency, recruiting and training criteria. Results The division was spun-off from the parent, and the acquiring company successfully implemented the launch plan	Back
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