February 19, 2008
Campbell Alliance, the leading management consulting firm specializing in the pharmaceutical and biotech industry, today announced that executives from its Brand Management and Managed Markets practices will present at the 4th Annual Forum on Early Stage Product Development and Commercialization Strategies for the Bio/Pharmaceutical Industry hosted by the Center for Business Intelligence (CBI). The conference will be held February 25-26, 2008, at the Doubletree Hotel in
Tom Luginbill, Vice President, and Philip Vorhies, Practice Executive, of the firm’s Brand Management practice will present a workshop titled “Comprehensive Commercial Planning for Product Launch” at 3:30 pm on February 25. They will provide a comprehensive understanding of each stage of pre-launch commercial planning and identify the key deliverables for each stage. They will also discuss strategies for managing the logistics of a launch. In addition, the workshop will feature an interactive working session, during which delegates will collaborate to determine the timing of each commercial planning stage and logistics-related activity during this critical phase of a product’s life cycle.
Tom Luginbill currently leads the Brand Management practice’s Central region operations, but he has spent the majority of his career in the industry. In the course of his 20-year career, he has had a wide variety of commercial roles, including Sales Representative, Marketing Director, and Regional Sales Director. He also served as the Vice President of Commercial Strategy at GlaxoSmithKline, where he was responsible for the worldwide commercial development of the company’s antibiotic portfolio.
Philip Vorhies brings years of experience in the pharmaceutical industry and management consulting to his work with Campbell Alliance. Mr. Vorhies has in-depth experience with launch management, life cycle planning, and commercial strategy development in multiple therapeutic areas, with specific expertise in the senior care environment.
On the second day of the conference, Kevin Barnett, Senior Vice President, will present a session titled “Early Considerations for Building Your Product’s Value Proposition for Payers” at 10:15 am. Mr. Barnett’s session will discuss how to apply a strategic framework for developing a payer value proposition in a rapidly evolving reimbursement environment.
As head of the firm’s Managed Markets practice, Mr. Barnett is an expert at developing successful strategies that address access, pricing, marketing, and policy concerns for many of the world’s leading pharmaceutical and biotech companies. During the span of his career, he has held positions at two management consulting firms as well as various commercial roles at The Upjohn Company. In recent years, Mr. Barnett has been working closely with companies to help understand and prepare for the implications of the Medicare Modernization Act.
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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
The Managed Markets practice at Campbell Alliance helps clients stay informed about changing conditions affecting the reimbursement and access landscape, understand the implications of these trends, and deal more effectively with third-party payers. Services include
§ Market assessments utilizing quantitative and qualitative research and analysis as well as decision-support modeling and scenario planning
§ Strategy development for key managed markets channels such as the creation of value propositions and pricing and contracting strategies
§ Tactical execution including account segmentation and prioritization
Campbell Alliance is the leading management consulting firm specializing in the pharmaceutical and biotechnology industry. 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, Sales, and Trade and Distribution. From its locations in