Campbell Alliance to Discuss Importance of New Product Planning at CBI’s Early Stage Commercialization Strategies Conference

April 17, 2006



Campbell Alliance, the leading management consulting firm specializing in the pharmaceutical and biotech industries, today announced that Nader Naeymi-Rad, Senior Vice President and head of its Brand Management practice, will present a session at the 2nd Annual Forum on Early Stage Commercialization Strategies for the Bio/Pharmaceutical Industry hosted by the Center for Business Intelligence (CBI).  The conference will be held on April 20−21, 2006 at the Hyatt Regency in Princeton, New Jersey.


Mr. Naeymi-Rad’s session, titled “A Systematic Approach to New Product Planning,” will be presented on April 20 from 3:00 p.m. to 3:45 p.m. 


In his role at Campbell Alliance, Mr. Naeymi-Rad, along with his Brand Management team, work closely with both large and emerging pharmaceutical and biotech companies to proactively manage their products’ lifecycles—from as early as phase 2 of clinical development through product launch—and to identify new indications for products to extend their brand life.


“Early decisions regarding the commercialization of a key compound can have far-reaching ramifications in terms of the company’s financial outlook, as well as on its ability to finance the development of other drugs in its pipeline.  With the pharmaceutical and biotech industry’s focus on maintaining a robust pipeline of drugs in development, having an effective, process-driven approach to new product planning, and product lifecycle management overall, is more important than ever,” stated Naeymi-Rad.


According to CBI, this conference brings together leading industry experts and advanced practitioners to examine the steps companies have taken to map out their early-stage commercialization processes, add internal commercialization structure, and ensure that new products with merit are not overlooked or under-resourced.  In addition, the program highlights best practices in pipeline and portfolio management to drive portfolio execution and revenue generation.


For more information on CBI’s Forum on Early Stage Commercialization Strategies, please visit 



About the Brand Management Practice at Campbell Alliance


All brand pharmaceutical and biotech products progress through predictable stages:  initial uptake at launch; a growth phase; peak revenues at maturity; and, finally, decline.  While this basic pattern does not change, crucial opportunities may arise along the way that can speed uptake, contribute to higher peak revenues, or extend brand life.  By capturing these opportunities, companies can realize significantly greater total value from their brands.


The Brand Management practice at Campbell Alliance can help enhance the commercial performance of products from initial launch through product maturity.  The firm’s team members are experts at new product planning, commercial strategy development, brand planning, product launch, and myriad other aspects of maximizing the value of pharmaceutical assets.  The team has also developed commercial strategies and programs in various geographic markets, including the US, Canada, Europe, and Latin America.


About Campbell Alliance

Campbell Alliance is the leading management consulting firm specializing in the pharmaceutical and biotechnology industries.  The firm's clients include most of the world's "top 20" pharmaceutical companies, as well as numerous emerging and midsize firms.  Campbell Alliance is organized into practice areas, each specializing in a critical industry function, including Brand Management, Business Development, Clinical Development, Managed Markets, and Sales.  From its locations in Raleigh, N.C., Parsippany, N.J., Woodland Hills, Calif., San Bruno, Calif., and New York City, the firm serves clients throughout North America, Europe, and Japan.  For more information on Campbell Alliance, please visit

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Media Contact:

Stephanie Koenig