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

Life Sciences, Pharmaceutical, Commercialization & HEOR,
  • Wednesday, July 12, 2023

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.


Insight – In the high stakes endeavor of successful drug commercialization, CEOs balance proving a scientific hypothesis that is constrained by a regulatory judgment day. The market rewards people for not trying to prove anything beyond what is reasonably expected. So, oftentimes, the unmet need goes without sufficient rigor. This under-site is a difference in what separates the “me-too” from the gamechanger. Companies have to look and listen for the market gaps more acutely.

Integration – Drug discovery, development and commercialization are compartmentalized by milestones, time, location and function. Designing a process in which these functions co-create and co-exist versus operate in disparate silos is what drives efficiency and optimization.

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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.


Kipp Kreutzberg, Syneos Health

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
Raymond A. Huml, Syneos Health

Raymond A. Huml, MS, DVM, RAC, Vice President of Medical and Scientific Strategy, Head of the Rare Disease Consortium and co-founder and Executive Sponsor of the Persons with Disabilities Employee Resource Group, Syneos Health

Dr. Raymond Huml has over 35 years of experience in the healthcare and biopharmaceutical industries and a career spanning over 30 years in the Contract Research Organization (CRO) industry.  He previously served as Head of Global Biosimilars Center of Excellence (for a Fortune 500 company) and as Head of Global Due Diligence where he identified risks associated with global, product-based investments (including rare disease investments), which resulted in almost $3.0b in capital committed to partnerships of all sizes.

Message Presenter
Christopher M. Cashman

Christopher M. Cashman, Independent Senior Executive Biopharma Drug Development/Commercialization

Chris Cashman is an executive of early and mid-stage biopharmaceutical companies and major divisions of big pharma spanning the last 4 decades. Chris presently serves as Chairman of MBF Therapeutics and Director of Noble Biomaterials, Polycore Therapeutics and Telesis Therapeutics. He also serves as advisor to EpiVario Inc. and Glutalor Inc. and is a member of Mentor Connect Philadelphia. He was former Chairman and CEO of Marinus Pharmaceuticals (MRNS) and former Chairman JDP Therapeutics. Additionally, he was CEO of Protez Pharmaceuticals (acquired by Novartis) and Message Pharmaceuticals and VP of Pfizer and SmithKline Beecham.

Message Presenter

Who Should Attend?

Emerging/small biotech companies, all c-suite level, especially chief commercial officer (CCO).

What You Will Learn

In this webinar, attendees will:

  • Learn how three important pillars of biotech commercialization (timing, market insights and cross-functional integration), can increase asset value, speed to market and market uptake

Xtalks Partner

Syneos Health®

Syneos Health® (Nasdaq: SYNH) is the only fully integrated biopharmaceutical solutions organization purpose-built to accelerate customer success. We lead with a product development mindset, strategically blending clinical development, medical affairs, and commercial capabilities to address modern market realities.

Together we share insights, use the latest technologies, and apply advanced business practices to speed our customers’ delivery of important therapies to patients. We support a diverse, equitable and inclusive culture.

To learn more about how we are shortening the distance from lab to life®, visit or subscribe to our podcast.

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