Market Development Group
Laying the Strategic Foundation
for
Product Adoption

New Products are the Life Blood

of the Healthcare Industry

However, clinical development often becomes the sole focus of the product development team. This can be detrimental to initiatives that are key success factors for rapid product adoption.

These initiatives include advocacy development accomplished by the cascade of outreach to opinion leaders, investigators and high prescribers in the local medical community. Outreach activities include:

• Advisory Boards
  
• Investigator Review Meetings
  
• Speaker Training Meetings
  
• Speakers Bureau Services

In addition, product awareness is built through the conceptualization and implementation of a publication strategy that communicates both the scientific data and the product's core messages to target audiences on a consistent basis. The key elements of publication strategy include:

• Therapeutic Category Surveillance

• Core Message Identification
  and Alignment with Clinical Studies

• Process Management

• Manuscript Development

Our systems based approach to market development begins with a needs assessment followed by issues analysis. Subsequently, our proposal outlines recommendations for strategic responses intended to address market development challenges.

The range of tactical initiatives MDG can offer covers both educational and promotional programs in an array of media including:

• Print

• Events

• Electronic

• Audio/Visual

Companies we've worked with:

• Baxter Hyland Immuno

• Genentech

• IDEC

• InKine Pharma

• Axcan ScandiPharm

• Roche

• Elan Pharma

• Kimeragen

• Schwarz Pharma

Brief Bio

G. Frank Fila

Prior to joining a medical communications firm as the C.O.O. in late 1993, Frank spent 21 years in the pharmaceutical industry. From 1972-1987, Frank was with Parke-Davis in sales, sales management, domestic and international marketing capacities. Frank’s area of concentration during his 4 years of marketing was NSAID's where Parke-Davis had significant entries including Ponstel (mefenamic acid), Meclomen (meclofenamate sodium), Maxicam (isoxicam) and Easprin (enteric coated aspirin).

In 1987, Frank joined CIBA Geigy, initially as the Voltaren Product Director. Voltaren (diclofenac sodium) was launched in 1988 and became the most successful product introduction in the pharmaceutical industry, with first year sales of $297 million. Subsequently, Frank was appointed Executive Director of Product Management from 1988-1993, with responsibility for the Anti-inflammatory, CNS, Endocrinology, Oncology and GI product portfolios.

Frank's vision for MDG, which was founded in 1996, is to provide educational and strategic marketing support products and services to the pharmaceutical and biotechnology  industries that can cost-effectively accelerate product adoption through optimization of product awareness and advocacy among target audiences.

MARKET DEVELOPMENT GROUP
79 Grove Street
Chester N.J. 07930

Tel. (908) 879-4677
Fax. (908) 879-7906

E-Mail:ffila59320@aol.com