Biopharmaceutical Product Launch Causes Commercial Dispute

Case Overview

This case involves a commercial dispute regarding the feasibility of an international skin care product entering the United States market. An expert in pharmaceutical marketing with experience in new product launches was sought to review the company’s product and financials to address the feasibility of successfully entering the US market.

Questions to the Marketing expert and their responses

Please briefly describe your work in new product launches for biologics and/or pharmaceuticals.

I have 12 years experience in marketing and launching of medical products in the aesthetic industry (dermatology, plastic surgery, and skincare) in the United States as well as overseas. My broad experience ranges over various product categories in this space, including laser equipment, skincare products, and injectable treatments.

If you have any experience relating to dermatologic products, please describe.

I also have significant experience with a number of dermal fillers. I worked for a client on a competitor to an injectable treatment in the United States market.

About the expert

After completing her undergraduate education in Biology at the University of Warwick, this expert completed a three-year postgraduate diploma at the Chartered Institute of Marketing, also in the UK. Thereafter, she joined Boehringer Mannheim as a sales representative covering Ireland, before transitioning to her role as a European and later Worldwide Sales and Marketing Manager at Glyko. Upon moving to the US, she served as the Director of International Marketing for Solta Medical, and later as the VP of Marketing for Suneva Medical, which produces skincare products. She currently serves as an independent marketing consultant in the aesthetic medical products space.