Over 6 years experience in marketing and sales of pharmaceutical products: brand strategy; market research and analysis; execution of brand activities; trainings and coaching for sales teams; event management; PR planning.
Skills: presentation & public speaking; advanced user of Excel & Power Point
Successful introduction to the market of the new respiratory product. Market has accepted the product despite strong competitor's position, limited time frames and legal challenges
New respiratory product was assigned to me. I was responsible for the launch of the product in Russian market:
• The market has accepted the product. The awareness, trial and usage rate among targeted audience (pulmonologists) in 1 year after sales has started were 96%, 64% and 56% respectively;
• The company achieved over $1 million in sales, 2MS% within 15 months after launch.
Challenges: prepare & implement a launch plan within 3 months, enter the market with a strong competitor's position, leverage legal restrictions
2 Rx painkillers with allocated sales force (44 FTE) and promotional budget were assigned to the area of my responsibility:
• Overachieved sales targets by the end of the year +8% vs budget, over $23m in sales
• Exploited synergy in promotion for two different brands;
• Developed different positioning for product formulations (ampoules, tablets and suppositories).
Challenges: grow brands that were perceived as old and obsolete in the market; overcome strong safety objections; grow sales in a highly competitive market with a great share of generic products.
Responsible for a Rx brand strategy and activities:
• Accomplished sales growth for mature product +35% in 2 years, +$2m to the current level;
• Successful rebranding and repositioning of the product.
Challenges: mature product with flat sales trend over the past years, strong safety objections.
Responsible for brand portfolio sales in the region of Moscow: 2 products in a portfolio, 180 clients, targeted audience: Primary Care physicians, neurologists, rheumatologists. Achievements: sales growth within the area of responsibility up to 30%
Responsible for DTC web-sites, hot-line services. Achievements: launched 2 new web-sites, incorporated new services on web-site and hot-line service.
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