Edith Van Elderen Email & Phone Number

Us

• Created forecasts and market analysis used in Business Development discussions with potential partners.• Researched companies, products and markets for co-promote opportunities.• Worked with the Chief Medical Officer to design physician market research to determine potential in new specialties and patient types.• Analyzed launch trends to forecast and measure success.• Formulated in-depth sales analysis and reporting for all levels.• Analyzed physician prescribing trends to determine sampling strategy.• Explored potential line extensions for Eligen B12.• Led a team to understand the products within the Iron market and the potential for Eligen Iron.

Us

• Conducted Managed Care Steering Committee to address customers’ launch perspectives• Managed Care Account Manager Training – oversaw the development and implementation of Scientific and Promotional launch workshops• Oversaw the development and implementation of Managed Care and Trade Launch Materials • Quickly rolled out the Instant Savings program to overcome access issues• Gained management support of innovative “new to Forest” programs to overcome managed care access barriers. Implemented two new programs.o PARx program to support physicians through the Prior Authorization processo “Smart” voucher program increased the number of vouchers available for product trial• Performed Hospital Pricing Analyses providing input into the pricing strategy• Trained the Hospital Field Force on TUDORZA• Developed Hospital Discharge Kits with “Smart” voucher to increase trial and access• Responsible for all supply and demand scenario forecasting for TUDORZA• Analysis and comparison to analogs of Voucher and Instant Incentive redemption rates for budgetary and supply purposes

South San Francisco, California, Us

Launch product for Genentech• Leading the development of the promotional strategy, campaign, messaging and tools for the launch of a new pediatric indication for ACTEMRA.• Led the development of the Nurse strategy, tactical plan and tools for Nurses.• Developed and successfully implemented the Direct to MD strategy, including design and content for Journal Ads, Web, e-mail and direct mail.• Effectively managed the Brand Budget in 2009.• Co-led a cross-functional team to develop training materials and three National training meetings for 400 sales personnel.

Switzerland 🇨🇭 , Ch

Developed the pre-launch strategy in a new therapeutic area for Roche• Provided the vision and strategic direction for a unique comprehensive approach to learning the Anemia Disease State that was seen a “world class” by the organization.• Developed training tools to reinforce product strategy for pre-launch and launch messaging. • Conceived, developed and managed both a “live” preceptorship for internal stakeholders and a Virtual Preceptorship tool.• Designed, planned and executed three National training meetings for the new field teams.• Successfully sized and deployed a new field force of 294 sales personnel.

Switzerland 🇨🇭 , Ch

Reported to the VP of Primary Care Sales• Led design and implementation of Sales Force size, structure and alignment for the launch of a new osteoporosis drug – Boniva (over 700 Primary and Medical Center Representatives).• Collaborated with GSK the co-promote partner for Boniva on sales call tracking and sales performance.• Served as a key member on the Compensation Task Force by providing input, sales analysis and field perspective on task force initiatives. Developed the communication of incentive launch plans for the Mycamine and Boniva launches.

Switzerland 🇨🇭 , Ch

• Directed a group of 20 professionals to design and develop the Analytical Data Warehouse (ADW). ADW contained prescription and sales data at a physician and account level in a single database designed specifically for customized analyses.• Replaced all legacy mainframe feeds using ADW interfaces, allowing Roche to sever its dependency on the mainframe – saving $2.4 Million per year. • Developed the interfaces necessary to launch the new Sales Force Automation tool providing representatives with sales and prescription data in electronic form versus paper, a first for the Roche field force.

Switzerland 🇨🇭 , Ch

• Established a new area within Roche that developed a cross-portfolio National targeting strategy.• Collaborated with the Product Teams and the Primary Care Field Force to develop a National targeting strategy by product. • Designed and developed Target Action Reports to measure sales activity and prescription activity by Target professional. These reports enhanced the selling process by providing quick electronic access to physician prescribing habits/potential and corresponding representative/counterpart call activity on Targets.