Cuffe Steven Email & Phone Number

British Columbia, Canada

Marketing Ulcerative Colitis medication Pentasa™ and Purgative Pico Salax™, targeting Gastroenterologists and SurgeonsLaunched new budesonide called Cortiment™ targeting also Gastroenterologists and Surgeons.Sales and Marketing focus is developing partnerships with KOLs, and Advocacy Groups to develop unique initiatives differentiating Ferring commitment towards patients suffering with Ulcerative Colitis.

British Columbia, Canada

Launched phosphate binder Fosrenol® and a 5-ASA mesalamine product Mezavant®Collaborating with internal resources successfully the 1st to obtain formulary listing of Fosrenol® through the British Columbia Renal Agency (BCPRA).Negotiated a prospective “Chart Review” by developing a KOL to monitor the clinical outcomes of Fosrenol® use. Findings shared at BC Renal Days Conference and Internal Meeting.Requested by HCPs in Nephrology, created and lead Journal Club Meetings, educating them on how to critically assess scientific papers.Collaborating with internal resources and external stakeholders, negotiating with the BCPRA, to establish a Fosrenol® Tolerance Program, achieving highest sales in the Eastern Region in 2008. ($215,000)Received Performance Award (Business Innovation – Renal Program)Working with KOL and Gov. Affairs gained funding for Mezavant®, achieving post 1 year from launch 111% of target ($387,518.00).Negotiated with Gastroenterologists on Vancouver Island to create and facilitate a Journal Club Program, that continues to evolve to this day.Negotiated internally and with KOLs to successfully gain research funds for Women's Health IBD Program. Consistently exceeded Mezavant® targets to the present, currently generating over 2 million in sales yearly.Received Representative of the Year Award for 2 consecutive years.Received a National Gold Award for achieving best sales 2010 with Fosrenol® and Mezavant®.Received a Performance Award for one of the 1st to achieve over $1 million Mezavant® sales by 2011.Recognized in 2013 for Gastroenterology Chart Review Initiative providing better patient outcomes.Recognized in 2014,for collaboration with MSL to develop a slide deck illustrating the use of surrogate marker as a predictor of mucosal healing.

British Columbia, Canada

Marketed an opioid analgesic Duragesic®, forging key relaionships with Regional Health Authorities, BC Cancer Agency, Victoria Hospice Society, BC Pharmacare, Oncologists, Family Physicians, Hospital Pharmacists, and Nurses in British Columbia.Reversed stagnant Duragesic® sales through my market research and developing strategic focus programs.Developed sales tools for pain management in the elderly patient endorsed and promoted by marketing.Generated $1.3 million in sales for Duragesic®, acquiring a marketshare of 35% an increase of 15% from 2002.Cited for marketing initiative promoting Duragesic®, to elderly patients (Bronze Medallion Award)Cited for re-imbursement initiative, gaining better funding support for Duragesic® in British Columbia (Bronze Medallion Award)Received Top Sales Performance Gold Award, for two consecutive years

British Columbia, Alberta, Canada

• Developed KOLs with commitments to support and lead future educational initiatives in Pain Management and Ulcerative Colitis.Guide a cross-functional team of representatives promoting an opioid analgesic, Duragesic® and a proton pump inhibitor Pariet® to ensure continued sales growth of $38 million within the provinces of Alberta and British Columbia.Created numerous Advisory Boards meetings to gain marketing initiative insights.Shared competitive intelligence internally, following Advisory and Medical Conferences.Coordinated educational activities and supported representatives in over 150 educational programs, with an operating budget of $300,000.Orchestrated with marketing department an additional incremental effort in British Columbia, to accelerate Pariet® sales to $22 million.Boosted Duragesic® and Pariet® sales in Alberta and British Columbia by 21% and 25% respectively.Cited for superior leadership and project management skills. (Bronze Medallion Award)

(Alberta, British Columbia)

Marketed biotechnology product (EPREX®) to treat anemia, and (Leustatin®) for Hairy Cell Leukemia. Promoted positive customer relations with Nehrologists, Hematologists, Oncologists, Surgeons, Nurses, and Pharmacists.Liaised with 3rd Party Payers, including provincial and regional levels of government to acquire re-imbursement for EPREX®.Analyzed, prepared and implemented territory business plans to achieve sales objectives while remaining within budget guidelines.Organized continuing education programs, ensured hospital formulary listings, of key promoted products.Planned and implemented various marketing initiatives endorsed by marketing, that included Patient Information Booklets, Clinical Database development, Chart Review In-Services, and Clinical Research.Acted as Team Leader for the district in the absence of the District Manager.Managed additional assignments, including interview and assessment of potential new hires, participated in various marketing advisory committees.With a strong understanding of biotechnology, assigned as an International Field Trainer for the United States, to teach, provide tutorials, and implement final exams, for a new sales force.Was part of a European Task Force to critically assess the clinical and business impact of attaching a Clinical Nurse Associate Program, to provide better clinical and cost effective use of EPREX® Appointed as the Western Field Sales Trainer in Canada, for new employees.Cited for developing various marketing and funding initiatives, including ‘Cost Effectiveness” template for Leustatin®, an Iron Management marketing program, and a Renal Database Program for EPREX® (Diamond Award)Cited for successfully improving EPREX® funding in Alberta and British Columbia (Diamond Award)Increased EPREX® sales from $0 to $5 million per year within 9 years.Achieved highest sales in Canada for Leustatin®Received Top Sales performance – Gold Award 1997, Performance Award 1998, Pioneer Award 1999.

Alberta, Saskatchewan, Manitoba

Promoted bronchodilators, Ventolin® and inhaled steroids Beclovent® and Becloforte®, to respirologists, and Internists, addressing the multi-factorial treatment approach when managing asthma.Managed hospital accounts and utilized broad disease management, product knowledge and educational programs to generate sales resulting in achieving 147% of projected sales forecast.Additional assignments included, initiating funding discussions for Becloforte with Saskatchewan government, and designated as the Western Field Sales Trainer.Received Top Sales performance – Gold Award in 1998.

Southern Alberta, East Kootenays, British Columbia)

Launched H2 Antagonist Zantac® to family physicians, along with topical steroids Eumavate®, Dermavate® to Dermatologists and a 3rd generation cephlasporin Ceftazadime®, to Infectious Disease Specialists.Promoted over the counter products, Glaxal Base®, and Dequadin® Lozenges to retail pharmacies.Through group case study meetings with Zantac®, hospital rounds with Cepftazadime®, was able to achieve 117% and 105% of projected sales forecasts for 1986 and 1987 respectively.Achieved highest sales in Canada for OTC product Glaxal Base.Promoted to Hospital Representative.