Peter Duncan Email & Phone Number

Charlestown, MA, US

Velsera’s vision is to be the discovery, evidence generation, and clinical delivery platform for precision medicine. We help doctors and drug hunters make better decisions about providing the right therapy to the right patients at the right time. We have spent the last 10+ years’ developing industry leading clinical software, knowledge and perspectives on.

• Founder of life sciences consulting firm specializing in:Public Relations
• Market Intelligence
• Evidence Strategy & Market Access
• Go-to-Market Strategy
• Marketing & Communications
• Commercial Operations

Chadds Ford, Pennsylvania, US

• Led a team of internal and external marketers to enhance brand visibility, customer engagement, and sales of a novel ion mobility platform that improves mass spectrometry performance for drug development, clinical.
• Led all aspects of commercial marketing (campaigns, brand, PR, digital, social media, demand generation, collateral generation, conference planning and execution).
• Established and managed global marketing budget.
• Development of team roles, responsibilities, and goals.
• Creation and daily management of 3 comprehensive campaigns aligned to strategic goals.
• Development of high value content highlighting customer use cases featuring real world technical and business value propositions for customers and investors.

Coralville, IA, US

• Oversaw all global regional marketing campaigns, initiatives and tactics to drive lead generation across APAC, AMR, and EMEA regions.
• Led a team of 10 regional marketing managers.
• Achieved a perfect manager effectiveness score of 100% in 2022 as voted by direct reports.
• Collaborated with senior leadership in product management, product marketing, and sales to generate annual targets, strategies and initiatives.
• Significantly exceeded 2023 targets for marketing qualified leads, funnel fill, won funnel, and ecommerce through impactful solution-centric, evidence-based campaigns, promotions, and sales programs.
• Enhanced IDT's visibility through the creation of two innovative KOL incubator programs ALIGN and COLLABS featuring the work of industry experts from universities, academic medical institutions, and service providers.

San Diego, California, US

• Oversaw product strategy, development, and commercialization of synthetic biology bench top instruments reagents, and services.
• Successfully recruited, onboarded, and managed a team of four senior-level product managers.
• Led the design and development of two automated synthetic biology platforms BioXp 3250 and BioXp 9600 enabling the generation of DNA fragments, clones, and variant libraries in a single overnight run.
• Initiated four Voice of Customer VOC efforts and aligned with senior leadership to provide valuable insights that informed corporate strategy, guided new product development, and shaped product design requirements.
• Restructured Product Development Process PDP and introduced post-launch surveillance phase gate review.
• Formulated a comprehensive go-to-market strategy and process for the complete product and service portfolio.

Milford, MA, US

• Commercial leadership role focused on driving early adoption of comprehensive QC solutions (software, reference materials) for small to mid-sized laboratories conducting routine clinical NGS testing.
• Formulated a 3-year strategy in collaboration with senior leadership, covering market research, target segment identification, positioning, and pricing.
• Conducted VOC survey titled "Trends in Clinical NGS QC Management: A Practitioner Survey" in September 2018.
• Developed overview videos, ROI calculators, slide decks, and promotional materials to communicate product benefits.
• Collaborated with institutions like Dartmouth Hitchcock Medical Center, Moffitt Cancer Center, and NAVICAN to gather user requirements for upcoming major software releases.
• Published thought leader article "Making the Shift from Technological Innovation to Operational Excellence: Delivering on the Promise of Next-Generation Sequencing for Personalized Medicine" in the Journal of Precision.

San Diego, CA, US

• Spearheaded global product marketing efforts for a $120 million portfolio of next-generation sequencing NGS consumables utilized in clinical oncology, rare undiagnosed genetic disease RUGD, and non-invasive prenatal.
• Led a comprehensive overhaul of product development, manufacturing, operational, pricing, and positioning, resulting in a 3-year CAGR of 34% and the acquisition of over 30 new customers.
• Successfully launched 10 new products generating an additional $20 million in revenue within the first year.
• Established a cross-functional order and fulfillment review process improving on-time shipping from 52% to 98%.

San Diego, CA, US

• Launched and promoted the industry's first NGS off-the-shelf portfolio for clinical testing laboratories, featuring TruSight Cancer, TruSight Inherited Disease, TruSight Cardio, and TruSight Autism.
• Drove portfolio growth through multimedia KOL testimonials in oncology, cardiology, and rare undiagnosed conditions, emphasizing the relevance of genomics for human health.
• Led go-to-market strategy, including KOL adoption for TruSight One, the first "medical exome" solution, resulting in a 50% increase in sales year over year.
• Spearheaded the development, planning, and execution of critically acclaimed "Understand Your Genome" symposia, featured in NBC News, Guardian, and Businessweek, involving over a dozen genomics KOLs clinically.

Tucson, Arizona, US

• Oversaw comprehensive management of Ventana's North American advanced staining product portfolio, including IHC, ISH, and instrument platforms, comprising over 300 products with annual revenues exceeding $400 million.
• Managed a team of three direct reports.
• Successfully launched the Ventana Her2 Dual ISH companion Dx for Herceptin.
• Achieved 25% year-over-year growth for advanced staining clinical instrument platforms.

• Led global strategic and tactical marketing for Definiens' spatial biology software platform, focusing on oncology translational research, clinical diagnostics, and pharmaceutical drug development. Managed three direct.
• Conceptualized, planned, and executed a comprehensive digital demand generation ecosystem generating over 150 new business opportunities in FY 2010.
• Led the development, positioning, and successful launch of Definiens Tissue Studio image analysis software resulting in record software sales.
• Developed a spatial biology / digital pathology thought leader roster through "The Definiens Symposium," featuring Nobel Laureate Dr. Gerd Binnig as a keynote speaker for three separate events.
• Created the "Digital Pathology Insights" blog, achieving a #1 Google hit ranking for "digital pathology + personalized medicine."

Developed the pharmaceutical clinical research services program; including all branding, positioning, and promotion. Established and led 6 research collaborations with oncology pharmaceutical drug development partners (Pfizer, Astra Zeneca, Eli Lilly, Biogen) and oncology translational research centers of excellence (UCSF, MD Anderson). Identified, engaged.

US

Product management of Agencourt / Beckman Coulter Genomics SPRI bead kits used in nucleic acid extraction.

US

Market development for a novel gene expression platform.

Waltham, MA, US

Direct sales of DNA / RNA capital equipment (DNA Sequencers, RT-PCR), reagents and services to pharma, biotech, and academic research centers.