Barrett S. McGrath & Associates, LLC
"Building the Bridge from Science to the Market"
Principal, Strategic Planning
Lawrence is a commercial executive with over 20 years of pharmaceutical/biotechnology and medical device experience as well as over 7 years of consulting experience. He has been with Barrett S. McGrath & Associates for three years. He has a strong scientific acumen coupled with his extensive commercial experience.
Commercial experience with both biologic and small molecule products/platforms
Extensive orphan drug launch and commercial experience
Five product launches with in-line marketing and sales experience (2 first-in-class products)
Demonstrated skills in global strategic marketing, forecasting, NPV analysis, market assessments and valuations
Experience with lifecycle management, indication identification and prioritization to maximize product franchise
Extensive experience with alliance/partner management and leading cross-functional core teams
Provide brand management through branding, product positioning, publication planning, medical communication planning, packaging, pricing strategies, trade shows, market research, and public relations
Developed specific patient-oriented commercialization plans, collateral educational and marketing materials, patient engagement programs, on-line strategies and tactics (including websites, social media and on-line programs), specialty distribution and patient assistance programs.
Demonstrated ability to forge strong relationships with KOLs and Patient Advocacy Groups
Directed global brand alignment and commercial readiness with country affiliates on global brand team
Functional Experience includes:
Sales, Sales Training, Market Research & Analytics, Business Development, Product Marketing, and Executive Marketing Management
Therapeutic/Disease Experience includes:
Pulmonology (Pulmonary Arterial Hypertension and Smoking Cessation); Cardiovascular (Hypertension, Acute Myocardial Infarction, Stable/Unstable Angina, Heart Failure); Nephrology (Diabetes, Cystinosis); OB/GYN (Menopause/Hot Flashes); Neurology (sub-arachnoid hemorrhage); Rheumatology (Arthritis, Pain).
Orphan Diseases: Pulmonary Arterial Hypertension and Cystinosis
Partial List of Employers and Consulting Clients include:
Raptor Pharmaceuticals, Novartis, Genentech, Actelion Pharmaceuticals, Johnson & Johnson Companies (Conor Medsystems and LifeScan), Roche Pharmaceuticals, Baxter Healthcare, Affymax
MBA from Kellogg School of Management, Northwestern University and BS in Biochemistry from the University of California, Davis.