Barrett S. McGrath & Associates, LLC
Principal, Strategic Planning
Robin has twenty years of Marketing and Market Research experience in the Biotechnology and Pharmaceutical industries. She began her career as a Healthcare Consultant, focusing on the commercialization of new healthcare products and services. After obtaining an MBA, she joined Genentech, Inc. and progressed through the company’s Cardiovascular Commercial organization, gaining experience in both Market Development and Brand Management. As Group Brand Manager for Genentech’s Cardiovascular Franchise, Robin led the commercial efforts for the company’s $225M Thrombolytics business. Robin then moved to Genzyme Corporation, where she oversaw the development of the company’s Phase II clinical program utilizing cell therapy for Acute Heart Failure.
Robin then spent several years at Bayer Healthcare, as Deputy Director of Marketing. In this role, she was responsible for the development and implementation of all US-based promotional and educational programs for Kogenate FS, Bayer’s recombinant Factor VIII treatment for Hemophilia. She led the team’s initiatives on Advertising, Medical Education, Marketing Research and Public Relations, and designed and led all Advisory Board meetings. During her tenure, Kogenate FS was named Bayer’s top-selling product in the US portfolio, and unit sales doubled from 2004-2006.
Since 2008, Robin has led an independent Marketing and Marketing Research consulting practice and worked with clients in many disease states, including Hematology, Oncology, Women’s Health, Diabetes, Infectious Disease, and Neurology. She has served as a market research moderator for numerous qualitative market research studies with physicians, payers and patients, via telephone and in-person. On the marketing front, she has led the development and implementation of Sales Force programs, as well as Brand and Market Plan development. In the Diabetes arena, she assisted a company in preparing to market a new rapid-acting insulin. Projects included qualitative and quantitative market research with physicians and payers to determine market potential and optimal pricing, a comprehensive Pre-launch Marketing Plan, Advisory Board meetings with payers and physicians, Publication Plan development and creation of clinical materials for presentation at ADA.
Robin holds a B.S. in Biology from Dartmouth College and an M.B.A. from Harvard University.
"Building the Bridge from Science to the Market"