Global Brands, Director Peri Loe Planning, Europe, Established Products Business Unit
Europe
Peri-LoE Planning has been and still is critical to Pfizer’s future success. Between 2009 and 2014, a significant amount of "blockbusters" has reached the end of their patent and faced their loss of exclusivity (LoE). Therefore, Pfizer Established Products Europe had committed additional resources to Peri-LoE Planning in its new organizational structure. So from December 1st 2009, I have been working fulltime on Peri-LoE Planning, in close collaboration with:- the 16 EU countries- my Global Peri LoE team members in New York- and the LoE Captains of the in-line Regional Brand Teams teams, from the other Pfizer Business Units.The goal of my job was to develop and lead successful commercial strategies to maximise the Peri-LOE assets in Europe, with major focus on Pfizer’s largest brand, Lipitor, and other key brands. And to ensure an efficient implementation of strategies. I have worked in close cooperation with other Pfizer Business Units to ensure strategic continuity and preparation of proper plans for the key products when they lose patent protection and transition into the Established Products.I therefore acted as a member of the Global Peri-LOE team, leader of a virtual cross-functional team in Europe and as the primary point of contact to European countries.Peri LoE Management background:Peri-LoE management is a combined effort along key value drivers across Business Units, including dual products (duplicate licenses availability, launch timing, external partnering), channel strategies (channel relationships, channel offering, launch strategy) and Promotion (positioning, targeting, stakeholder management, non-personal selling options). And besides that, it needs a close working relationship with the enabling functions (Regulatory, Manufacturing, Legal, Product Enhancement, Corporate Tax, Finance, Pricing & Market Access), in order to initiate key strategies and activities along the relevant Peri LoE timelimes.