Dana Settembrino
Highly accomplished marketing executive
Summary
Healthcare / Pharmaceutical Industry Executive
Product & Brand Marketing Launch through End Lifecycle ▪ Influencing without Authority ▪Strategic and Brand Planning ▪
Value Proposition ▪ Healthcare Professional and Consumer Insights ▪ Market Access ▪ Competitive Assessment▪ Channel Strategy And Development ▪ Team Development ▪ Global Brand Management
- Highly-accomplished Executive with a proven track record of delivering revenue and market share growth in start-up to large pharmaceutical organizations.
- Well-versed in devising and implementing strategic plans that deliver results through identifying target markets and creating/ materials in collaboration with cross-organizational teams and agencies.
- Strong digital knowledge
- Strengths lie in utilizing influence to achieve alignment among internal/external stakeholders, initiating change, and utilizing available resources to streamline operations and increase product visibility.
- Adept at incorporating a strong, analytics-based perspective to overcome complex challenges.
Experience
Marketing Director
Synergy Pharmaceuticals / Chesterbrooke, PA
Startup biopharmaceutical company that leveraged business acumen skills to build marketing strategy and coordination across all business units: business operations, sales, training, medical, and finance
Marketing Director, Gastroenterology – Healthcare Professional
Led launch of Trulance through strategic development, evolution and tactical execution for new third to market brand, in highly competitive space. Contributions at this start up organization resulted in gross sales of $37.3MM in 2017, and an increase of brand awareness to 87% among priority customers to date. Strong collaboration, with key stakeholders resulted in critical modifications and streamlining of tactical plan. Responsible for shifting agency resources that saved over $1.5MM to HCP area, leading to stronger bottom line.
Selected accomplishments:
▪ Launched second indication, 12 months post product launch, which included leading the organizational brand planning process to ensure cross functional strategic alignment among key stakeholders both internal and external
▪ Partnered with sales to develop strategy, content and implementation for three national sales meetings, reinforcing alignment of promotional messages to business objectives resulting in streamlined, customer interactions driving trial
▪ Formalized and delivered simplified sales and market access messaging, while implementing a Field Input Team ensuring collaboration and alignment across marketing and sales teams resulting in four core assets
▪ Transformed HCP digital/Non-Personal platform launching unique video assets featuring national KOLs and shifting customers from brand awareness to brand engagement/trial; resulting in a 3:1 ROI
▪ Constructed Market Access messaging and pull through streamlining message flow and driving national and regional market access opportunities
▪ Commercial Lead pioneering revised review process and forging strong partnerships with Medical, Regulatory and Legal dramatically decreasing review times
Marketing Leader
AstraZeneca / Wilmington, DE
Business Solutions Leader – Business Operations (2017-2017)
Strategic digital liaison between brand teams and IT tasked with identifying technical opportunities for growth and value-added services, as well as problem solving to ensure team has appropriate capabilities in place to drive brand.
Selected accomplishments:
▪ Modified and streamlined program tracking system for Regional Account team to align with strategic objective and performance goals
▪ Built first tracking system for distribution of electronic reprints for diabetes brand, leading to increased rep engagement and setting
best practice across organization
Strategic Alignment Leader - Market Access (2016-2017)
Led expansion of entire business serving as the "Chief of Staff" for the Executive Director ensuring strategic alignment among 9 Senior Directors and 60+ Regional Directors and established monthly metric accountability to deliver for the organization. Led development of team's 2017 strategy focused oncology, CV, diabetes, and respiratory disease states, while pulling through the overall Market Access strategy.
Selected accomplishments:
▪ Created and led team of 4 Market Access Senior Directors through strategic planning process, for presentation to larger group for feedback and
finalization
▪ Constructed content for quarterly meetings and implemented a stakeholder engagement program to reinforce priorities and tracking updates to
brand objectives, which was adopted as organization best practice
Brand Leader, Central Nervous System(2015-2016)
Assigned to revive the sales force and reinforce Seroquel XR’s position by protecting sales and slowing market share erosion due to impending Loss of Exclusivity. Managed an original budget of $22 million reduced to $12 million. Led team of 2 managers.
Selected accomplishments:
§Outperformed goal of $55 million, stabilized market share at 3.5%, and impacted approximately 340,000 patients by refocusing product differentiation around a 1-week efficacy factor versus generic competitors entering the market and impending Loss of Exclusivity.
§Launched new customer centric selling model, including development of customized training materials. Successful launch led to company-wide adoption
§Increased market share to 3.05% from plan of 2.8% in collaboration with Managed Care Director, focusing on cost, ensuring all patients received drug for less than generic pricing via a savings card.
Marketing Manager - Cardiovascular(2013-2015)
Devised and executed Brilinta’s branded and unbranded patient strategy and marketing programs. Promoted to Marketing Lead for Nurse Educators which encompassed developing a strategy and objectives while interfacing directly with Executive Directors (AZ and Inventiv)
Selected accomplishments:
§Constructed new compliant video brochure, saving 60% in production costs, translated in in Spanish, and Chinese, resulting in most valued resource by Nurse Educators and Market Access Directors.
§Saved $750,000 by acquiring a new agency aligned with the leadership's mantra of "doing more with less", garnering awards and accolades.
Previous Career Overview
Promotions Manager, CNS (2009-2011)
Senior Manager, Brand Corporate Affairs, Respiratory & GI (2005-2009)Marketing Director
Endo Pharmaceuticals / malver, PA
Marketing Director – Pediatric Endocrinology (2012-2013)
Selected by executive management to turnaround an underperforming business unit, by revising Supprelin LA’s brand plan, enhanced strategic alignment and value-based messaging, and forged new partnerships with 31 sales professionals (4 Directors, 27 Sales Reps) to reach personal goals and deliver results. Allocated $3 million budget to manage all promotional programs, including cultivating Key Opinion Leaders, and oversight and implementation of educational programs in a Buy & Bill arena.
§Grew sales 15% through revised marketing strategy and tactical campaigns, and increased contribution margin 7% due to effectively managing A&P budget in 2012
§Transitioned HUB services from AmerisourceBergen to McKesson, which shorted processing time for product shipping to HCP from 8 months to 4 weeks, resulted in increased sales, higher customer satisfaction, and strengthened company's relationship with McKesson.
Brand Manager – Men’s Health(2011)
Refined tactical plan and relaunched Fortesta Gel in a 6-month timeframe by focusing sales team to sell on efficacy and market uniqueness rather than cost. Increased market share 3% and catapulted new trial for key customers 65% with revised strategy focusing on core customers, revamped core sales tools and brand messaging, while launching first-ever sampling program and savings card with key customers.
Brand Manager - Osteoarthritis (Co-promote with Novartis) (2011)
Recruited to recharge a late lifecycle brand, Voltaren Gel, through creation of partnership with Sales VP and Directors to exceed goals. Managed co-promotion efforts with Novartis and Mertz.
Education
Millersville University
Bachelor of Science / Marketing, Business management
