Pharmaceutical Marketing Expert in Class II Medical Devices

Case Description:

A pharmaceutical marketing expert was requested for an antitrust case concerning Class II medical devices. Both parties were medical device manufacturers specializing in surgical instruments, such as trocars, endomechanical instruments, and surgical suture materials. The case focused on the plaintiff's opportunities to market their products to hospitals through Group Purchasing Organizations, or GPO's.

The client requested that IMS ExpertServices locate an expert in the pharmaceutical industry's marketing of medical devices. The expert was expected to have significant experience in the marketing of surgical instruments and surgical supplies, preferably to hospitals, in order to analyze marketing plans and marketing strategies and opine on antitrust allegations.

Experts Presented:

  • Pharmaceutical Marketing Strategy Expert

    This pharmaceutical marketing expert has more than 17 years experience in marketing strategy, much of which concerned the marketing of medical devices and pharmaceuticals to hospitals. She has successfully managed the launch of 7 new products and specializes in guiding companies through the entire development cycle from the earliest stages of product definition to launch. She has a bachelor's degree from Princeton University and her M.B.A. from the Stanford University Graduate School of Business. IMS Reference #4977950

  • Brand Development Expert

    With more than 30 years experience in marketing, this expert currently teaches Strategic Marketing Planning, Integrated Marketing Communications, and Consumer/Customer Behavior at a prestigious west coast university. His research interests include marketing strategy and have included studies of pharmaceutical marketing to hospitals, including studies involving the marketing of Class II medical devices. He has authored or co-authored articles on marketing and brand development published in leading academic journals including The Journal of Marketing Research, Journal of Consumer Research, and the Journal of Advertising. IMS Reference #4977944

  • Pharmaceutical Marketing Expert

    This medical device marketing expert is considered a leading expert on pharmaceutical industry pricing strategies and market penetration plans. He has held several positions in the field of pharmaceutical marketing and economics and continues to play an active role in the development of marketing strategy and marketing data analysis for the pharmaceutical industry. His research focuses on the role of price in decision-making and on the management of the pricing and economic analysis functions within organizations. IMS Reference #1510939

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