Business StrategyMarketing and SalesBusiness Development and AcquisitionsGeneral

ManagementCross-Functional Leadership

Richard Howell

“Blue-sky” market projectionsStrategy and Commercial AssessmentRevenue and Expense Modeling

Strategic PlanningNew Product PlanningProduct Development StrategyFinancial PlanningBusiness ModelingForecasting and Analytics

Strategic | Results-Oriented | Cross-Functional Leader

Brand StrategyLifecycle Management / Brand protectionSales PromotionAgency ManagementMarket analysisMarket ResearchInsight and competitive intelligence researchProduct and sales trainingPR and CommunicationsKOL development

Mission/Vision CreationTeam Building and CollaborationProject Management Team Leadership:

International collaborationNew Product Launch

Matrix ManagementIssue ResolutionChange managementResource PrioritizationInternal and External InfluenceCross-Functional CommunicationMarketing and sales excellence trainingCoachingMedical writing

Cross functional leadership

• Mission/Vision Creation• Team Building and Collaboration• Project Management • International collaboration• New Product Launch

Business Strategy

• Strategic Planning• New Product Planning• Product Development Strategy• Financial Planning• Business Modeling• Forecasting and Analytics

Marketing and Sales• Brand Strategy• Lifecycle Management / Brand protection• Sales Promotion• Agency Management• Market analysis• Market Research• Insight and competitive intelligence research• Product and sales training• PR and Communications• KOL development

Business Development and Acquisitions

• “Blue-sky” market projections• Strategy and Commercial Assessment• Revenue and Expense Modeling

General Management

• Matrix Management• Issue Resolution• Change management• Resource Prioritization• Internal and External Influence• Cross-Functional Communication• Marketing and sales excellence training• Coaching• Medical writing

Mission/Vision Creation

• 4 letters – how hard can that be?• Futurology• “Turbocharge” T-cell immunosuppression• 2nd line Iressa vs docetaxel

Team Building and Collaboration

• Certican “heavyweight” team– Collaboration as part of fast development team

• Optimise MSDO marketing team– Team prioritization of product mix & support– Agreed fairness of workload / interest

Project Management

• BIOGEN re-branding– Complex interaction of regulatory, logistics, IT,

legal, artwork and component production– Global reach– Identified critical areas and those with

accountability– Deliver first product Oct. 2015

International collaboration

• Casodex global team– Country PM training and briefing– Organizing Wargames

• Neoral brand protection team– Lectures on pharmacokinetics and generic product

contamination in Iran and Taiwan

New Product Launch

• Marketing lead Simulect and Certican Global launch teams

• Marketing lead Iressa regional launch• Marketing lead global new product

development– Xenotransplantation– Oncology (regional)

Brand Strategy

• Simulect global launch• FTY 720 fingolimod in-license • Xenotransplantation• Sandoglobulin positioning• Opiate-receptor blockade• Certican global launch• Elidel psoriasis pre-launch• Casodex re-positioning

Lifecycle Management / Brand protection

• Neoral team member• Cyclosporin brand protection in emerging

markets• Casodex life cycle management plan

Sales Promotion

• Sales representative UK• Specialist hospital sales UK• Sales force effectiveness trainer emerging

markets• Extensive review of US promotional materials

for compliance to FDA regulations (DMAC)

Agency Management

• Briefing and managing agencies in:– UK– Canada– Switzerland– USA

• Agency experience– Copy director “The Creative Edge”– Director Aerian Pharma Consulting LLC

Market analysis

• Iressa global charitable drug access– Modelled potential impact of program– Based on GDP and population– Probability of patient access on corruption index

• IMS medical indices “skunkworks”– Used relational data to identify market trends

Market Research

• Briefing market research projects– Use and projected use IV immunoglobulin– Testing target product profiles

• Insight research on:– ADHD– Osteoporosis

Insight and competitive intelligence research

• CI on the following areas:– Colorectal cancer– Prostate cancer– Breast cancer– NSC lung cancer– NASH– MS – Glioblastoma– Osteoporosis– Neuro-psychopharmacy– Thrombosis

Product and sales training

• Product training on cancer and immunology• Commissioned an “immunology lite” book• Wargames and positioning workshops

PR and Communications

• Communications trained • Contributor to transplantation magazine• Project managed the “Prostate Line” website

portal creation; from briefing to contents to selecting and managing vendors

KOL development

• Identified KOLs in the UK, Canada and globally• Created “Immunology club” for UK clinical

immunologists• Worked closely with KOLs to fine-tune their

presentations• Interviewed KOLs for insight research

Strategic Planning

• Developed strategy for re-launch of Sandoglobulin– Improved packaging with giving set– Focus on quality– Expand into off-label neutropaenias

• Casodex– Unclear positioning– Developed clearer position and language

New Product Planning

• Certican “heavyweight” team– Collaboration as part of fast development team

• Optimise MSDO marketing team– Team prioritization of product mix & support– Agreed fairness of workload / interest

Product Development Strategy

• Certican “heavyweight” team– Collaboration as part of fast development team

• Optimise MSDO marketing team– Team prioritization of product mix & support– Agreed fairness of workload / interest

Financial Planning

• Certican “heavyweight” team– Collaboration as part of fast development team

• Optimise MSDO marketing team– Team prioritization of product mix & support– Agreed fairness of workload / interest

Business Modeling

• Driver safety project– Re-presented as not just a safety issue but a

productivity issue– Equated poor driving with increased costs and

sales down-time– Poor driving correlation with poor sale

performance– Modelled insurance data to show cost reduction

from improving performance

Forecasting and Analytics

• Developed Iressa launch forecasting model– Allowed use of population numbers to estimate

market penetration – Valuable in countries with no aor suspect market

research data• IMS medical indices– Used relational data to identify interesting

correlations– Used these to drive hypotheses for primary research

“Blue-sky” market projections

• Xenotransplantation– Created the Xenotransplantation launch and

marketing plan• FTY 720 fingolomod– Marketing plans for transplantation and RA

• CD3-immunotoxin– Marketing forecast and plans for tolerance

induction

Strategy and Commercial Assessment

• Marketing input to licensing teams• Input at MassConnect mentoring

Revenue and Expense Modeling

• Launch forecasts for:– Iressa regional– Simulect and Certican global transplant– Certican RA– Matritech prostate cancer diagnostic– Veterinary use of novel compounds

Matrix Management

• Certican “heavyweight” team– Collaboration as part of fast development team

• Biogen re-brand– Identification of accountable and responsible

parties– Agreement on deliverable and timelines

Issue Resolution

• Swiss Biogen re-brand– CH had changed name and now faced a potential

unable to supply situation– Worked with all parties to look for opportunities to

streamline process– Obtained exceptions to operate outside of SOP

• Calf serum potential contamination– Had to re-prioritize the global roll out of Simulect– Staggered launches and challenged country forecasts

Change management

• Global drive safety program– Change management program– Needed to identify and influence all the affected

parties• MSDO re-organization– Supported team members to help them find new

jobs– Ensured all CVs up to date and offered practice

interviews

Resource Prioritization

• Mentor on “marketing powerhouse” training scheme

• Trained brand managers on how to prioritize spend and time based on analysis of feasibility, speed, value and cost

• Simplified the process for small markets

Internal and External Influence

• Introduction of CD3 immunotoxin to Sandoz– Created opportunity for 3 way conversation

between Sandoz, the NIH and Sir Roy Calne• Brand champion – Memorable and motivating presentations to sales

forces and brand managers

Cross-Functional Communication

• Wide experience in the industry means I have a high level of understanding of other departments’ rôles

Marketing, clinical development, health and safety, packaging, logistics, regulatory etc.

Marketing and sales excellence training & Coaching

• Coach / mentor on marketing excellence and sales force effectiveness programs at Novartis

• Mentor at MassConnect

Medical writing

• Wrote draft of Simulect pivotal paper– First fast track paper in “The Lancet”

• Editor for pre-submission to oncology journals– Lancet Oncology– Anti-Cancer drugs– Journal of Clinical Oncology