A global pharmaceutical/ biotech commercial expert
Commercial Strategy & Marketing
Accelerating Brand Adoption | Commercial Assesment | Customer Engagement Strategy | Go-to-Market Strategy | Product Launch | Sharpening the Marketing Message
Irene is a biopharmaceutical business consultant with demonstrated success in building global commercialization plans to drive product launches and life cycle strategies. An experienced brand strategist, Irene has championed products across therapeutic areas, directly launching three blockbuster brands in multiple sclerosis and consulting on the plans of later market entrants.
Irene began her career at Johnson & Johnson, then joined Biogen for the launch of Avonex, to establish their MS Franchise strategy, and to lead the US team in the launch and relaunch of Tysabri. Wanting to work on an early-stage program, Irene joined Novartis Pharmaceutical in Switzerland for the start of the Gilenya development program, globally launching the first oral treatment for MS. With recognized strengths in early-stage development, launch readiness, and go-to-market plans, Irene continues to provide value and insights on commercial strategy.
- Comprehensive brand plans with detailed tactical plans
- Business plans and market opportunity assessments that define the value proposition and ideal target product profile
- Identify best commercial practices by functional area, including launch team detailed project plans
- Defined patient services model and “HUB” structure required for a successful patient journey
Related Case Studies
Preparing Generic Competition for a Specialty Blockbuster Therapeutic
Background One of the top three pharma companies in the US was looking to develop a playbook for appropriately handling... read more
Business Case With Forecast Model for Neuro Treatment
A small biopharmaceutical company had successfully completed proof-of-concept studies in the steps to develop therapeutics for the treatment of neurological... read more