Market Planning

Market Planning


April 1, 1992 to April 16, 1996


Scholarly Activity Role: 
Organization Name: 
Wyeth-Ayerst Laboratories Domestic
Role or Title within the Organization: 
Market Planning Manager

·        Implemented market research studies and provided actionable recommendations for cardiovascular products such as Cordarone, Quinidex, Sectral, ISMO, Ziac, Inderal as well as intravenous Cordarone and Cardene

·        Conducted primary market research to support key recommendations for positioning, key messages, pricing in the launch of intravenous Cordarone -  through physician and hospital research with first year sales of $25MM

·        Proposed sales force allocation and detailing plans and prepared sales training guide for intravenous Cordarone launch

·        Evaluated the financial impact of various pricing and promotional strategies through Return on Investment (ROI) for speaker programs with an annual budget of $20MM

·        Defined the feasibility of new pipeline products in cardiovascular, IBS, diabetic & growth hormone areas

Successfully worked with co-marketing partners in the design