The Three Perils of Cross-Functional Drug Commercialization — Time, Insight and Integration

Marketing and commercialization are not individual functions, but rather a cross-functional process. Everyone plays an important part to 1) collectively identify an unmet need; 2) design and develop new treatment approaches that advance the standard of care; and 3) drive awareness of the clinical insights that prove how, why and whom a better treatment approach can benefit.

Three resources that are too often squandered: time, insight and integration.

Time – As much as half the time allocated to a new drug’s patent life is spent in the discovery and development phase. Drug commercialization is seen as a late-stage activity that gets stage gated to clinical milestones. Companies too often hedge their bets and delay meaningful investment to prepare markets for their new science until they have greater certainty that the science actually works or that there is a regulatory likelihood of approval. Time is currency. And too often it is squandered with a “wait and see” mentality versus a prospective plan to leverage it to its fullest.

Join this webinar to explore the featured speaker’s new drug commercialization perspective of these three things that imperil a successful launch. Discover the significance of time, insight, and integration in successful drug commercialization and how they contribute to market success.

Speaker

Kipp Kreutzberg, Vice President of Sales and Marketing, Syneos One, Full Service Commercial at Syneos Health

Kipp Kreutzberg has more than 30 years’ experience in biopharma commercial leadership.

He is the Global Sales and Marketing Leader for integrated, end-to-end, brand commercialization with a focus on de-risking assets, developing strategies for competitive advantage and driving executional efficiencies.

Kipp has diverse therapeutic expertise ranging from ultra rare conditions, vaccines, infectious disease, oncology, cardiology, neurology, dermatology, urology and women’s health, in both specialty care and general care settings. He led the blockbuster launch of Viagra into Europe. He has earned multiple industry awards: AdAge’s prestigious Marketer of the Year; multiple MM&M awards; and global recognition as one of the world’s maverick marketers. Kipp has worked within start up, mid-size and large biopharma companies across the entire brand life cycle continuum and assisted companies in successfully launching, partnering and divesting brand assets.

Within Syneos Health, Kipp is a connector, and brings together the best resources to optimally drive brand success. He brings energy, curiosity, creativity, disciplined planning and execution to practically accomplish proven results.

Message Presenter