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 Expert  727627

Expert in Strategy and Sales Analysis for In Vitro Diagnostics and Biopharmaceuticals

Available for your Consulting and Expert Witness Needs

New Jersey (NJ)
Education Work History Career AccomplishmentsPublicationsConsulting Services Expert Witness Market Research

Summary of Expertise:

Listed with other top experts in: 

Expert has multiple experiences in evaluating and proposing strategy for brands or individual products. This list includes several existing diagnostic products where lifecycle planning needs require judicious selection of new and novel add-ons to an existing line. It also includes significant leadership work in international biopharmaceutical marketing with diverse teams that analyzed and proposed product design, labeling and formulation changes to increase brand strength and sales longevity. We made several changes to positioning and promotional messaging for purpose of more closely fitting evolving customer needs. Changes included typical promotional materials but also a unique blend of outside services that reached more closely into the specific situations of patient care in Cancer, HIV, kidney disease, organ transplant patient care and blood transfusions.

Expert has evolved sub-speciality in convergence; where diagnostic tests become companions to treatment decisions (for drugs or devices) creating answers to contemporary issues often called Personalized Medicine (or pharmacogenomics). He has been studying the environment of collaboration between these very distinct market models, looking for ways to help clients with successful implementation of marketing strategies in this space.


business strategy


market assessment


product launch


strategic marketing

Expert has multiple significant experiences in medical product sales and sales management (for BOTH biopharmaceuticals and laboratory diagnostic products). He was 1 of 8 sales managers who started up a large biopharmaceutical sales force and took them through product launch. Expert has led small business units in high tech medical sales environments, and started sales forces from scratch. He has held Sales Training and Sales Management Development Department leadership roles in 3 different companies where he analyzed, structured and implemented successful programs driving sales force competencies to sell at levels higher than expected (award winning performance). Expert has trained American, European, Latin American and Asian field staff at home office programs, and he has worked on numerous projects involving strategic analysis of sales force performance/deployment and market targeting/segmentation.

sales analysis


sales management




sales effectiveness


sales training

Expert's unique skill base includes 15 years experience in biopharmaceutical products and 15 years in medical diagnostic products. He has held marketing roles at all levels in BOTH drug and diagnostic product companies. His marketing background includes involvement with several product launches (and recalls) in both domestic and international environments. He has been frequently active in building product use justifications via journal articles. As part of the process, Expert has conducted multiple advisory discussions with the American payer community. He experienced the Tylenol poisoning crisis (1982) as one of the thousands of reps deployed to address professional customer concerns and was the strategic marketing leader (2000-2002) when drug safety actions related to erythropoietic stimulating agents (EPREX immunogenicity, PRCA) was a highly critical patient safety phenomenon for Johnson & Johnson. Expert's medical product involvements have included hematology (EPO), oncology (Rx), capital equipment for labs, blood typing and transfusion safety, molecular diagnostics (oncology), organ transplant (OKT-3), diagnostics for metabolic disease (diabetes and co-morbidities), cardiovascular diagnostics (ACS, CHF, stroke risk), OB-GYN (RhoGAM, preeclampsia, pre-term labor), and HIV (Drugs and diagnostics).

medical device marketing




pharmaceutical marketing


medical diagnostic test


medical marketing

Show Secondary and Basic Areas of Expertise
Expert may consult nationally and internationally, and is also local to the following cities: New York, New York;  Yonkers, New York;  Newark, New Jersey;  Jersey City, New Jersey;  Paterson, New Jersey;  Elizabeth, New Jersey;  Bridgeport, Connecticut;  Stamford, Connecticut;  Philadelphia, Pennsylvania;  and Allentown, Pennsylvania.

Year   Degree   Subject   Institution  
1981   MBA   Marketing   The University of Michigan  
1976   Bachelor of Science   Medical Laboratory Technology (Clinical Laboratory Sciences)   Wayne State University School of Medicine & Allied Health Professions  

Work History:
Years   Employer   Department   Title   Responsibilities

2005 to 2010


Ortho Clinical Diagnostics (J&J)


WW Franchise Development


VP Comercial Assessment


He was accountable for commercial evaluation of new product ideas, working with providers and payers to ascertain commercial importance and willingness to pay. He looked into future government policy implications for new products and represented company in industry associations and events (speaker and committee member). He managed and mentored junior staff and interns, providing guidance to early in career strategic marketing experiences.

2004 to 2005


Ortho Clinical Diagnostics (J&J)


WW Marketing


VP WW Mktg, Immunohematology


Global head of marketing activities associated with legacy Ortho brand, #1 product line in its competitive class. He managed through transitions with several product challenges corrected, new products proposed and global sales/profit targets achieved and exceeded. >100% of Plan, 112% over prior year.

2003 to 2004


Virco Lab (J&J)


WW Commercial Management


VP US Business


Selected to manage USA start-up post acquisition of Virco/Tibotec lab services. Successfully engaged small direct sales/mktg group plus co-promotion with Ortho Biotech/Tibotec pharma organization. Achieved 124% of sales plan spending lower than budgeted expenses. Essentially created medical marketing preparatory function to enable future HIV product success for Tibotec.

1999 to 2002


J&J Pharmaceutical Services


J&J Pharma Global Strategic Marketing


Exec. Dir., Global Leader, Hematology


Expert was worldwide leader of global strategic marketing intitiatives for J&J largest selling product at that time (Procrit/Eprex, >$4Bn global sales 2002). Successfully evolved line extensions and implemented "war game" perparatory exercises for antipated competitive product introductions. Successfully addressed commercial strategy needs to manage immunogenicity safety challenge confronted (EPREX), counseled world S&M staff on how to address issues in a globally consistent manner aligned with J&J Credo Values and regulatory mandates.

1989 to 1999


Ortho Biotech (J&J)


Sales & Marketing


7 positions; Sr. Dir for BD, Bus. Unit Dir, Dir Trng/Devel, Dir Prod Mgt, Prod. Dir, Sales Dir/Mgr,


Beginning as one of 8 sales managers to start up company, moving to Marketing then to Busines Unit Head, to Director of Training and Development to Sr. Director of Business Development. Expert's performance was one integral factor leading to >$4 billion J&J asset in the erthropoietic stimulating agent class of drugs. Recipient of Comapny Manager of the Year Award, 1999. He also led the highly specialized Business Unit in organ transplant pharma product (OKT3, >120% of sales plan, recipient of Sales & Marketing Manager of the Year Award, 1993).

1988 to 1989


Difco Labs


Sales & Marketing


Sr.Product Manager, Manager Training & Development


Designed and initiated global training program for internal rep and distributor training on a large cadre of diagnostic products specialized in clinical and industrial microbiology applications. Difco was world leader in provision of ingredients used in bacteriologic culture media. Recipient of 1988 Manager Award in Marketing.

1980 to 1988


Ortho Diagnostics (J&J)


Sales & Marketing


3 Field Sales roles, Sales Trng Mgr, Division Sales Mgr.


Multiple sales territory alignments; core products included blood typing, coagulation, chemistry, serology, immunohistochemistry, infectious disease (virology), flow cytometry. Trained the world on Ortho Products in home office training schools.

1976 to 1979


People Community Hospital Authority


Dept. of Clinical Laboratories & Pathology


Blood Bank Supervisor, Medical Technologist


Accountable for safe and efficient conduct of community hospital transfusion service and hematology departments. Supervised staff, addressed patient care issues from laboratory standpoint, performed clinical laboratory test procedures, consulted to nursing and medical staff on issues relating their patients' lab tests. Represented Lab on Hospital committees (Patient Care Services, Strategic Planning).

Career Accomplishments:
Professional Appointments

Expert has been a member of the AdvaMed IVD Working Group (under CDA); input for industry association feedback to CPT coding system deliberations. Adjunct faculty appointment to Wayne State University School of Medical Technology.


Company Manager of the Year for Ortho Biotech (1999) Manager of the Year, Ortho Biotech Sales/Marketing Dept. (1993) Multiple Sales Achievement Awards in BOTH diagnostics and pharmaceuticals. Multiple (7) J&J Achievement Awards recognizing special contributions on project teams above and beyond normal duties.

Medical/Professional Internships

Multiple internships and preceptorships consistent with requirements of a medical business professional engaged in high end technical products and customers.

Publications and Patents Summary

Expert's publications have been in the form presentation decks used at industry events (some in public domain) and for internal events (not in public domain). 3x guest speaker, Carroll School of Management (MBA), Boston College.

Consulting Services:
Selected Consulting Examples:
  • Expert is called upon by outside agencies for considered opinion in fields of how diagnostics are implicated in clinical decisions and how the fields will change (and why). He reviews macro issues affecting business situations (e.g., hospital & physician office practice economics, CPT coding, CMS payment, payer coverage decisions).
  • Expert receives numerous calls from companies (J&J, other) requesting perspective and advice on how diagnostic products become companions to their pharmaceutical product applications. He attends workshops and brainstorming sessions, investigates secondary sources for relevant information, designs & completes market research as voice of customer insert enriching dialog.
  • Expert is an invited participant at industry events, workshops. He facilitates working discussions about issues and potential sources of resolution to business problems. Expert has conducted multiple payer group advisory boards, presenting product concepts, leading discussion on clinical/economic utility and what it will take to establish willingness to pay by insurance policy makers.
  • Expert has consulted to market research firms re: topics under evaluation via survey data collection. He provides insight on data needs and subsequently what the data collected means (strategic implications).
  • Over the years, Expert has taken on numerous assignments with high potential junior staff (emerging talent) for purpose of guiding their thinking in strategic analysis. He has supported their understanding of environmental factors affecting business decision making and helped them understand alternatives to consider based on a mentor's deep experiences. He proudly looks at a large cadre of successful professionals whose careers have progressed in many companies.
Click the green button above to contact Expert for a free initial screening call regarding your expert consulting needs.  Expert is available for consulting to corporate, legal and government clients.  Remember, your initial screening call to speak with Expert is free.

Expert Witness:
Expert Witness Experience Summary:
No Experiences as expert witness. One experience with deposition process.
Click the green button above to contact Expert for a free initial screening call regarding expert testimony, litigation consulting and support, forensic services, or any related expert witness services.  A few litigation needs include product liability, personal injury, economic loss, intellectual property (patent, trademark, trade secret, copyright), and insurance matters.  Remember, your initial screening call to speak with Expert is free.

International Experience:
Years   Country / Region   Summary
1999 to 2002   Western Europe   Expert's Global Strategic Marketing Leader role included involvement with International Marketing strategy and Issues Management. He brought experiences from one region to others for consideration and helped install portions of original approach to the benefit of other countries.
1999 to 2002   Asia-Pacific   Expert's Global Strategic Marketing Leader role included involvement with International Marketing strategy and Issues Management. He brought experiences from one region to others for consideration and helped install portions of original approach to the benefit of other countries.
2004 to 2009   Global   Charlies role as Worldwide Vice President for Immunohematology included design of International Marketing strategy and Issues Management. He brought local needs to the strategic planning discussion and to the R&D organization for possible product lifecycle evolution.
1985 to 1988   Global   Expert developed and implemented distinct ex-USA product training programs which customized needs for countries with different product mixes than the American portfolio. These programs were highly successful and well regarded.
1998 to 2002   Global War Games   To prepare all world markets for a changing competitive scenario, Expert initiated, designed, implemented a series of Competitive Analysis and Preparation Exercises for all major countries/world regions affected by new competitor entry. This work was enthusiastically received, with output adopted uniformly across the globe, and was significant for its impact in retaining product sales over several years subsequent to competitive products in market.

Language Skills:
Foreign Language   Description
Italian   Proficiency should be considered "casual" at this time. In 2000-2002, Expert was sufficiently fluent to make presentations to the Italian company's sales force on 3 separate occasions. Expert's language skill tends to rise and fall with degree of use.

Market Research:
In current health reform environment, Expert keeps an eye toward where diagnostics and treatments are conjoined for either regulatory purposes or cost effective treatment decision making. Strong understanding of fundamental issues in BOTH biopharmaceutical and in-vitro diagnostic product development, launch and lifecycle management. Sound familiarity with product use environments (hospitals, reference labs, point of care).

Click the green button above to contact Expert for a free initial screening call regarding your marketing research, industry research, and company research needs.  For research needs involving multiple experts or secondary research, a Research Director can be assigned to coordinate the work into a custom report for you as a potentially quicker and more cost effective alternative to doing this work yourself or hiring a boutique consultancy.  Remember, your initial screening call to speak with Expert is free.

Additional Skills and Services:

Expert has been an invited speaker at several J&J internal programs and has represented his company at several industry events, (AdvaMed seminars, Frost & Sullivan Keynote speaker, Thought Leader, Table Topic Moderator, other programs.) He has conducted multiple Ad Boards as presenter and moderator, developing background materials from public and private sources for use in leading discussions.

Supplier and Vendor Location and Selection

Multiple experiences selecting ad agencies for brand work, specialty vendors for medical marketing needs and market research suppliers for development/implementation of voice of customer collections (qual and quant levels of analysis). Participated in numerous engagements with management consultants to evaluate business conditions and consider strategic options.

Other Skills and Services

Significant successful experiences mentoring junior staff. Expert proudly claims numerous protegees with significant career development and promotions to Director and above status all over the health care market. He has an acknowledged ability to develop emerging talent in the sales and marketing arena.


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