Diverse history of successful B2B, B2C, payer/regulator comm strategy, tactics

Founder/Principal 1/2006-present

 

ProClinica provides marketing comms strategy and promotion to pharma/device companies - e.g.

  • Helped highly silo’d pharma with multiple BP meds avoid brand-brand internal competition.

  • Supported hemophilia-drug company launching precision rFVIII therapy and software, 2nd-to-market extended-release rFVIII agent

  • Helped develop global professional/payer messaging strategy for first vaccine against meningitis B

  • Formulated messaging to KOLs on investigational therapy for rare-disease Fragile X Syndrome 

  • Proposed regulatory, investigator and KOL-target messaging strategy to persuade FDA/EMA and KOLs to accept digital biomarkers

  • Helped startup search for markets for new painless blood draw device.

Extensive comms writing, videos, web pages and sales brochures for rehab systems companies Biodex, Tibion & Hocoma

 

  • Customer case histories for web, B2B/B2C social and medical media, mass media

  • White papers on new technology for clinical practitioners

  • Sales brochures, journal ads, iPad presentations, convention exhibits

Performed and presented marketing due diligence reports for Denver VC company considering significant investments.

VP Market Devel. 1/2000-11/2005

  • Began as contract consultant 4/1999-12/1999 Hired by CEO to analyze failed investment bank "auction" of company's topical ED drug. Hired by BOD to execute targeted international BD effort.

  • Formulated well-documented licensing support programs — brochures, PowerPoints, medical & industry convention exhibits and PR programs — for company’s skin absorption enhancer, SEPA®, portfolio of SEPA- supplemented products: EcoNail™ (topical nail fungus lacquer), Topiglan® erectile dysfunction drug, Opterone® topicaltestosterone.

  • Created CD video clips of investigators explaining rationale for early-stage products. Wrote annual reports, 36-page 36 page monograph from France symposium highlighting SEPA.

Developed/wrote/presented BD materials and presentations that

  • Persuaded international pharma to invest >$1 million into Phase 1 trial in exchange for a licensing option potentially worth >$10 million in up-front through premarketing milestone payments, and $80 million in 5-year royalty payments

  • Directed/produced KOL support video that elicited ~$30 million term sheet offer 

  • Researched and produced PowerPoint to FDA’s Carcinogenicity Assessment Committee that yielded lift of clinical hold, 

Presented to IIR,CBI, SMi NY Society of Security Analysts, European Society of Sexual Impotence, trade congresses on drug delivery. Authored paper in Pharmaceutical Formulation & Quality, 

VP Marketing, Sales, Bus Del 6/1997-3/1999

 

On behalf of IMMU solid-tumor metastasis-screening agent CEA-Scan:

  • Set up contract rep force, wrote marketing plan, training materials, manuscripts for ad copy, laptop presentations for reps, picked/hired ad agency, ran training courses.

  • Within 90 days, helped 11-person contract rep force outproduce former marketing partner’s 56-rep team, took over CSO force. 

  • When sales stalled, undertook intensive field and customer analysis, developed new marketing strategy — repositioned product from detecting recurrent to wider primary tumor market. Developed new training/promo materials with top customers.

  • Developed hospital-income-generating “Centers of Excellence” program based on imaging agent; 21 hospitals signed to gain Immunomedics packaged program to attract highly profitable referrals, self-referrals for CEA-Scan guided surgery.

  • Developed and presented PowerPoint presentations repositioning firm from cancer diagnostics to therapy in presentations surgical and pharma companies, NY Society of Security Analysts, and investment banking houses. At peak, 2+ presentations/week. Developed prospect-customized color brochures printed in-house.

Contact
 

10 Albion Ave

Stoneham, MA 02180

T: (860) 575-2488
 

melsnyder@gmail.com

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