July 25, 2006
Campbell Alliance, the leading management consulting firm specializing in the pharmaceutical and biotechnology industries, today announced that two senior executives from its Brand Management practice will present a workshop at the Marcus Evans Pharmaceutical Product Launch conference to be held July 26-28, 2006 at the Sheraton Philadelphia City Center Hotel.
Campbell’s Nader Naeymi-Rad, Senior Vice President, and Tom Luginbill, Vice President, will present a three-hour pre-conference workshop titled “Building a ‘Launch Playbook’: The Key to Keeping Launch Logistics on Track.”
The workshop will focus on identifying and organizing the many activities and deliverables required to launch a product, starting from early in the development process. They will also discuss strategies for effectively working with the internal functions that will play some part in launch, including Marketing, Sales, Medical Affairs, Manufacturing, Trade, Distribution, and others. The workshop will be conducted on July 26 from to
As the head of Campbell Alliance’s Brand Management Practice, Mr. Naeymi-Rad is an expert in developing and implementing commercial strategies and improving commercial processes.
“For a brand manager, a product launch—whether a new entity or a line extension—can be a rewarding experience if everything goes right. Seldom, however, is this the case,” commented Naeymi-Rad. “Launch is intense and complex. It has a large number of players, is critically dependent on timing, and must be conducted expertly to be a success. With that said, brand teams must ensure that they have a solid strategy, a comprehensive launch plan, and the ability to execute flawlessly. A product’s commercial viability is at stake,” he continued.
Mr. Luginbill currently leads the Brand Management Practice’s East Coast operations, but he has spent the majority of his career in industry. In the course of his 20-year career, he has had a wide variety of commercial roles, including sales rep, marketing director, regional sales director, and Vice President of Commercial Strategy at GlaxoSmithKline, where he was responsible for worldwide commercial development of their antibiotic portfolio. Mr. Luginbill has launched several products, most notably Imitrex® tablets, while he was Director of Marketing at Glaxo.
For more information on the Marcus Evans Pharmaceutical Product Launch conference, please visit http://www.marcusevans.com/events/CFEventinfo.asp?EventID=10775
About the Brand Management Practice at
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
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