Medical Consumables and Sensors - ECG and NIBP

Reporting to the CCO, managed a small team to commercialize AgaMatrix’s first company-branded blood glucose monitor in several years and connected health solutions. Led the development of packaging and branding, sales collateral/tools, and trade show booth design. Managed relationships with existing and potential B2B partners.-Established channel marketing plan, inclusive of journal ad placements, detail aids, direct mail pieces and digital campaigns. Wrote content and drove design for all campaigns. -Utilized Excel to create pricing model for AgaMatrix Jazz Wireless 2 blood glucose monitor. -Established a copay assistance program in partnership with rebate vendor to manage formulary position.-Partnered with Google to create digital ad placements in support of lead generation, driving leads to a product-specific web site. Tools utilized include Constant Contact email marketing, Zoho CRM system, WordPress and HTML.

Reporting to the Senior Vice President of Marketing/CMO, worked to create and implement a revised go-to-market strategy for this early-stage, venture capital-funded technology player in the diabetes market. Partnered with product development on commercialization and monetization of new products.-Collaborated with the management team to transform the company from B2C to B2B focus, targeting health insurers closely associated with providers (ACOs) with clinical evidence from these ACOs.-Analyzed live data from cellular-based product platform to identify product use patterns and potential claims.-Reconstituted product demonstration video from the patient’s perspective.-Launched social selling effort utilizing https://twitter.com/flanaganandy for the CEO and head of clinical services. Worked regularly with Highwire PR in this effort, strategizing, writing and editing content.

Identified, initiated, and set vision for new product introduction (NPI) programs for Insulet diabetes products, including establishing successful partnerships with key opinion leaders, large-scale pharmaceutical manufacturers (i.e., Eli Lilly & Co.), and principal investigators. Regularly traveled with sales and clinical teams to meet with customers and distribution partners to obtain product feedback and introduce new products.-Conducted market research using conjoint analysis to establish/confirm new product requirements, resulting in models estimating customer acceptance & potential market share for insulin pump technologies. -Wrote, owned, and drove customer requirements and business cases for all diabetes products, which involved extensive partnering with R&D to determine trade-offs. -Established & maintained relationships with key opinion leaders, consulting regularly on sales/marketing and NPD initiatives - with driving to resolution of strategic direction on a novel insulin pump being a key achievement.-Partnered with finance manager, chief commercial officer, and chief operations officer to establish a world-wide rollout model for new insulin pump in consideration of production capacity/product availability amidst cost-to-acquire challenges. Established competitive upgrade strategy. -Received All-Star Award, January 2014 - For leading the US commercialization of new insulin pump, which ultimately contributed to increased revenue of 30% year-over-year and a 40% increase in new patient starts year-over-year in 2013. -Managed relationship with international distribution partner, Ypsomed, achieving fastest international growth for a pump brand - 15% within 1.5 years of launch in Germany. -As additional responsibilities, led the development of online and in-person product training modules, oversaw off-site human factors testing and partnered with Farm design firm to establish user interface (UI) for new product.

Served as product line and cross-functional team champion during the development, commercialization, and post- launch phases of the product life cycle. Products managed included blood glucose monitors and test strips, data management software programs, continuous glucose monitoring systems and very early stage insulin delivery and artificial pancreas systems. Assisted marketing managers/directors in establishing product roadmaps, roll-out schedules, and sales meeting presentations. Traveled nationally/internationally to introduce new products and train sales teams. Coordinated multiple commercialization activities between operational and commercial organizations.-Led the cross-functional program team that received FDA clearance of FreeStyle Lite, Abbott’s flagship blood glucose monitor, in company record 13 days, with US launch occurring within days of clearance and influencing over $100 million in new sales and retention and increased market share by ~3% in first 6 months.-Vice President’s Award (2) - Cross-functional team leadership of FreeStyle Lite launch (2007), Cross-functional team leadership of FreeStyle/FreeStyle Lite blood glucose test strip branding strategy (2008).-Relocated from California back to Massachusetts, at request of then-president of Abbott Diabetes Care, to lead a pump development partnership.

Oversaw the development of blood glucose and ketone monitoring, test strips, and data management product labeling. Led a team of six direct reports, established timelines and schedules, monitored budgets, and ensured labeling met regulations. Regularly interacted with program team members, senior management and internal and external customers worldwide.-Vice President’s Award, 2005 - For demonstrated project management and leadership of re-branding of MediSense and TheraSense products under the Abbott Diabetes Care brand. -Re-wrote department operating procedures to best align with quality system and streamline workflow.