• For a large PharmaCo, lead a “shadow brand team” of an incoming competitor to a blockbuster drug; refined the core brand plans by introducing stronger defense with refined positioning, messaging, physician, OL and patient targets.
• Brand Plan development for Launch of Orphan Drug. Worked with a multi-country team, project  included commercial forecasting under different price/market scenarios, market research, stakeholder mapping, positioning,  and messaging, for physicians, OLs, patients and patient advocacy groups.  
• News magazine article for a large PharmaCo. Leveraged their unique research on global healthcare productivity for improved chronic disease management at significant country savings.
• iPad Implementation for a Global Pharma Sales Force. Worked with a global team to create an iPad digital sales call strategy and deployment of brand/therapeutic area apps and productivity tools to reinvigorate the sales force with new customer engagement.
• For a large PharmaCo, forecasted the impact of health reform on their AMC/IDN customers and created new approaches to maintain and increase the market share across therapeutic areas.
• For a large PharmaCo, forecasted the impact of health reform on their healthcare system customer marketplace to the medical affairs team; recommended new approaches with AMCs, KOLs given the changing environment.
• For a major sleep disorder company, forecasted market conditions under health reform including their new customers and their new marketplaces; researched new business models and emerging technologies; developed likely scenarios to enable long term strategy development.
• Medical Device Company Acquisition. Created a valuation model to assess and price the acquisition, within a rapid three-week turnaround.
• For a larger PharmaCo, created a news magazine article leveraging unique research on healthcare productivity.
• Worked with an OTC manufacturer to develop a category management strategy for retailers of their product to expand shelf space, product extensions and promotional opportunities.
• Created a channel strategy for a point-of-care medical device company: conducted an analysis of new channel opportunities (retail, urgent care, employer clinics); forecasted volumes from new channels and reductions from declining channels; developed a new partnership with a retailer and implemented a pilot program to open new markets.
• Medical Device Co Acquisition Valuation: Assessed markets; then valued target companies; conducted due diligence and financial modeling on the potential value of the consumer driven device purchases.
• Online Vaccine Ordering and Provider Engagement: Working with a major PharmaCo to outline functionalities and features to streamline ordering of several vaccines, and engage providers and purchasers with useful tools, education and resources.
• Tamper-Proof Rx Technology Launch: Technology company expanded from financial services into healthcare.  Created and implemented a marketing program: product road map, marketing communications, pricing, segmentation, online channel and website.
• Created a toolset for Implementing EHRs at Independent Physician Practices: in conjunction with a team of advisers at CHCF, helped develop the Small Practice eDesign model to help revitalize small medical practices and their patient outcomes.  This toolset enables small practices to adopt and meaningfully use EHRs.
• Channel Strategy for Medical Device Co.: Conducted an analysis of new channel opportunities (retail, urgent care, employer clinics); developed a new partnership with a retailer and implemented a pilot program to open anew markets.
• Worked with a major PharmaCo to create a tiered drug strategy to retain their franchise with the disease, respond to a patent expiration and leverage a new higher efficacy (higher dose) branded option.  Forecast financials of the market under the new plan.
• GI Strategy-Forecasting the Technology and Case Mix: Forecasted the 2-5 year impact of technologies, changing populations, reimbursement, and operational impact on the case mix, financials, operations, capital, and staff.  Considered the impact of the shift of colonoscopy screenings to virtual screenings and other emerging competing technologies.
• Diabetic Retinopathy Screening Business Model:  Diagnosed the current business model; created plans to develop a new self- sustaining business model; considering new service lines, partners, financials and governance for the entity.  Created a financial and operational model to test scenarios, plan investments, cash flows and operational impact.
• Retail Clinic Opportunities for PharmaCo:  Worked with clinic operator and pharmaco to create novel chronic care and wellness programs that leverage the features and unique abilities of NPs in retail clinics.  Created a platform of learnings to apply across several categories for retail clinic channel.
• Assessed a medical device acquisition for a top 10 device company, focusing on the consumer-driven value of the product range.  Created a valuation model to better assess and price the acquisition, with a three week rapid turnaround.  Engaged senior executives and the acquisition team in North America, Europe and Asia.
• Worked with CHCF to assess the viability of further investment into eLINICS a standard for data exchange for laboratories.
• HealthCare Technology Platform Co: Advised a health technology company that provides open intelligent channels between patients and doctors with a range of connections, from live video communications, video mail, chat and secure email to face-to-face office visits.
• Created a turnaround marketing plan for a diabetic device company,  including a consumer campaign, focused and new sales efforts, and new product design to tap into new markets.
• Created and executed a plan for a imaging medical device manufacturer to achieve profitability and market cap increase of 140% through a new focused market strategy, revamped sales force, new pricing, redesigned marketing campaigns, and new product development process. Worked with the CEO to educate Wall Street investors on the larger market opportunity.  Served as interim VP Marketing.
• Co-created a forecast on the future of telemedicine, including leading an expert panel and editing a report.
• Developed strategy for a cosmetic device manufacturer to secure investor funding, including a market assessment and prioritization of customer opportunity in different distribution channels.
• Co-created launch plan for new consumer genetic testing service business including a direct-to-consumers plan.
• Implemented a growth plan through acquisitions for an e-prescribing business.  Sought out, assess, and valued potential acquisitions.
• Worked with a Fortune 500 biotech company to increase and retain its high-caliber talent pool.  Created a novel talent value proposition based on quantitative research of the needs and interest of the talent pool.  Created a new recruiting program.
• Worked with a medical device company to improve sales rep productivity through sales training programs, including ROI-based selling techniques, profiling top reps, and redefining sales territories.
• Assessed growth opportunities for a health care call center provider, including new market assessment, new technologies (such as chat, interactive dialogue, and text messaging).

The Retail Clinic Opportunity for Pharmaceutical and Biotechnology Companies: Capturing New Customers and Markets through Retail and Employer-Based Healthcare Clinic Channels
(May 2008)

What Medical Device Winners Know How to Do: Seven Imperatives to Transform Your Company’s Performance
(March 2004)

Health Care Without the Doctor: How New Devices and Technologies Aid Clinicians and Consumers

Prepared for the California HealthCare Foundation, this report examines the technologies, regulatory trends, and market forces that are reshaping the way many types of health care are delivered, and the impact these shifts are having on consumers, clinicians, and the system.

The Future of Medicine - Implications for HealthCare Delivery Technology Innovations
(February 2007)