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
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