Peter Mathiasen Email & Phone Number

Copenhagen, Dk

Copenhagen Area, Denmark

Kgs. Lyngby

Agents is a Marketing Consulting and Communications Company with core focus on assisting pharmaceutical and healthcare companies in Scandinavia. We are highly specialized consultants with extensive experience from the pharmaceutical industry in areas such as strategic marketing, sales training, PR, Public Affairs and internal/external communication strategies. We are located in Copenhagen, Denmark.

Copenhagen Area, Denmark

• Leading the brand in the Peri-LOE period and maximizing financial opportunities pre- and post LOE.• Implementing strategies, tactics, campaigns developed by the Regional Team, give feedback from a local perspective, develop own campaign, budgeting, forecasting, production of marketing campaigns, detailers, patient materials etc. • Implement tactical programs and campaigns both non-digital and digital.Achievements• Above target sales of Lyrica 2013 and even more important I/we managed to stop the decline in growth that took place from month to month from mid 2012. • Implementation of multiple digital assets to coming Health Care Portal• Arranged the first ever Pfizer live webinar for Danish Practitioners

Copenhagen Area, Denmark

• Overall responsible for the Hospital business within the Established Products Business Unit• Identify & exploit market specific business opportunities to grow revenue and income. • Drive development and execution of local peri-LoE and post-LoE plans in collaboration with other host units within Pfizer to maximize product performance in planning period. • Brand Management Contalgin (morphine)• People management: Fragmin Brand Manager• Pfizer’s appointed representative in the Hospital Committee in The Danish Association of the Pharmaceutical Industry (Lif)Achievements• LOE-plans developed and executed for Viagra, Xalatan, Xalcom and Donepezil. Established Products BU Denmark launched Donepezil Pfizer as the first country - 5 weeks before LOE. Xalatan dual brand was also launched as one of the first markets thanks to excellent co-operation with Production Facility Launch Management and Demand Dpt. • Numerous business cases performed on potential molecules and new formulations of existing molecules on both hospital and retail products. • Fragmin business double digit growth in 2012 and 2013 (20% volume growth)• Contalgin double digit growth

Denmark

• General Management of Berlin Chemie Menarini i Denmar• One of the main tasks was improving the internal processes as well as sales force effectivenessAchievements• Portfolio management - Clearer positioning of the Brands • More structured approach in campaign development, FF training• Improvement in number of FF visits • Improving SOV in market

• Marketing Manager for Pfizers main business and biggest brands. turnover appr. 285 mill. DDK.• Line Management of a team of 5 Brand Managers (Lipitor, Champix x 2, Exforge and Spiriva), 4 Hospital Reps and 1 assistant.• Overall responsible of 3 brand teams consisting of team members ranging from marketing, medical, corporate affairs and regulatory affairs.• Initiation of the PAPAGENO project involving 300 GPs (10% of the Danish GPs)• Launch of smoking cessation drug Champix as well as anti hypertensive drug Exforge. The latter in co-promotion with Novartis. • Launch of Spiriva Respimat device. Spiriva was co-promoted with Boehringer Ingelheim and I was responsible for the overall co-operation between companies.• Huge Change Management task after the re-organization of Pfizer in Jan 2007.• Pfizer’s appointed representative in the Sales and Marketing committee in The Danish Association of the Pharmaceutical Industry (Lif)Achievements• Growth rebound of sales of Lipitor, which was negatively affected by cost containment measures by the authorities since 2003. • Significant double-digit growth of Spiriva and Lipitor. • Launch of DTC cholesterol campaign in Danish television as well as other media.• In the period DK was one of the Countries with highest sales vs budget.• Launch of DTC anti smoking campaign. • Launch of Spiriva Respimat was very successful – highest market share in the world! • Implementation of the new business model

• Marketing Manager for a new Specialty Business department. (Anti-infective, endocrinology, oncology, thrombolysis)• Management of the above therapeutic areas i.e. all the marketing disciplines involved in the handling of specialty Brands. • Line management of 5 Brand Managers (the AI portfolio, Growth hormone Genotropin, inhaled insulin Exubera, the oncology portfolio, Fragmin) • Overall responsible of 5 brand teams consisting of team members ranging from marketing, medical, and corporate affairs.Achievements• Significant total growth 56% to 151 mDDK. Main contributors were Vfend, Zyvoxid and some of the oncology brands. • Managed to stop the decline in sales of growth hormone Genotropin and rebound in sales since then

• Brand Management for Pfizer’s “number one” brand - Zarator (Lipitor). • All disciplines involved in handling the largest pharmaceutical brand in the world. • Planning and implementing strategies, tactics, market research, budgeting, forecasting, production of marketing campaigns, detailers, advisory boards etc• Co-ordination of marketing effort in an organization of 32 reps (4 teams) and 4 Sales Managers. • Management and development of 1 Jr. Brand Manager and 1 Project Manager• Management of both all the lipid brands (mainly Lipitor) and a large quality assurance project in the GP setting (TARGET)• Overall responsible of 1 brand team consisting of team members ranging from marketing, medical, corporate affairs.• Brand Management as well as People Management in some very challenging times due to heavy cost containment measures by the Danish Authorities. • My main task was to cope with this and build new strategies and tactics in order to save the business ass well as regain positive momentum. Denmark was the first country to be hit seriously by this, and one of my tasks was to get our colleague’s from US HQ’s on board in terms of agreement on right strategies etc.Achievements• Significant growth of sales from appr. 50 mDDK in 2000 to 138 mDDK in 2003. • Promoted after the acquisition of Pharmacia During hard times we managed to make the foundation of what lead to the rebound of sales in begin 2005.

• Brand Management of the cardiovascular portfolio (SeloZok, Plendil, Imdur) – turnover of appr. 100 mDDK.• Strategy planning, budget and tactical planning, forecasts, KOL activities as well as campaign development. • When SoloZok unexpectedly was hit by generic competition from GEA I was responsible for dealing with this in terms of cross boarder collaboration and strategies as well as roll out of tactics.• Planning and coordination of the yearly meeting for Danish Cardiologists.• Initial planning of the launch of CrestorAchievements• Successful in sales and execution of two big yearly Cardiologist meetings. • Managed for the first time (I believe) that The Danish Medicines Agency removed the generic substitution status of a generic product, which It had granted!

• Prelaunch planning of new asthma product. • Launch of Arimidex for mamma cancer. • Responsible for Zeneca’s participation in the price agreement between The Ministry of Health and The Danish Association of the Pharmaceutical IndustryAchievements• Arimidex reached budgets in an uphill battle against competitor brands included in nationwide study protocols. • Successful handling of Zeneca’s compliance to the price agreement

• Sales and marketing of the ALK allergy product rangeAchievementsBest in company sales compared to other markets

Dentist in the Danish Army for 14 months and after that in private practise.

Dentist

Study completed in 1987

Coaching Based Management, Physical Education Teaching And Coaching

Insead Leadership Programme - Pfizer

Education record