Bernard Laurel

Bernard Laurel

Summary

Energetic, growth-oriented Sales and Marketing executive with demonstrated success in sales, marketing, business development and general management. Considerable experience in entrepreneurial, start-up organizations – both domestic and foreign/international. Proven ability to build and lead the sales and marketing function, as well as a new business unit. Thrive in an environment of change, risk management, investment and revenue growth. A hands-on, motivational leader who "lives" the company vision and rallies team members towards common goals. Strengths include strategic planning, sales management, marketing leadership, personnel development, closing sales and deal-making, negotiation, business modeling, commercial contracts, portfolio management, branding, partnerships and alliances, medical devices/healthcare, hospitals and distribution, technology licensing/acquisition (IP), resource allocation, and Board-level communications.

Seeking new opportunities in the medical devices, biotech, pharmaceutical or healthcare software industries, including established, start-up and early stage companies, whether domestic or foreign-based. Open to relocation.

Work History

Work History
Dec 2006 - Feb 2009

Vice President of Sales and Marketing (Head of Healthcare Americas)

http://www.medela.com

Leading global breast pump manufacturer with a start-up division (Healthcare Americas) that operates in wound care, cardiothoracic care and general surgery (acute, sub-acute and DME/med-surg distribution)

Operating profit and loss responsibility for a new divisional unit manufacturing and selling capital equipment and related disposables in wound care and cardiothoracic surgery across Acute Care and DME; accountable for strategic direction of US and Latin America; managed a $9M spending budget and reported directly to the CEO in Switzerland.

- Led the Division into the highly competitive, multi-channel wound care market on a direct basis, overcoming numerous obstacles and resource shortages to achieve a top-3 share of the $1B negative pressure wound therapy market (NPWT).

- Developed and executed the strategic and operational plans with emphasis on portfolio management, channel selection, distribution, pricing, sales planning, branding, marcom, customer service, inventory, and new product development.

- Launched multiple new products (capital and disposable) across our main product platforms of wound care and cardiothoracic care; differentiated through a unique combination of capital equipment (device) rental and sales.

- Set and executed branding strategy for the business unit and product lines through a total value chain analysis.

- Recruited a multi-functional team of 32 people; directly supervised marketing, operations, US and Latin American sales, product management and medical direction.

- Created a national distribution network of durable medical equipment (DME) suppliers and med-surg distributors through a customer-centric service platform, resulting in a 140% increase in new customer orders.

- Transformed Medela into a forward-integrated, nationally-accredited home medical equipment supplier (HME) that billed Medicare, Medicaid and other third-party payers.

- Negotiated and closed a million dollar technology acquisition agreement for innovative technology in cardiothoracic surgery with an upfront fee, royalties and ongoing consulting services.

- Collaborated with colleagues in Switzerland for prioritization of shared resources, primarily engineering, clinical research and regulatory/510(k).

- Grew revenue 55% during this time period while exceeding annual profit targets.

Mar 2005 - Nov 2006

Director of Sales & Business Development, Medical Technology Division

http://www.medela.com

Responsible for building and managing a 14-person start-up, with an emphasis on sales, business development and marketing.

- Led Medela through exhaustive complex commercial litigation (including IP) against a $1B market leader in wound care; Medela was cleared of all counts at the state and appellate level after the four-year lawsuit.

- Prepared the Division to enter wound care on a direct basis following litigation – including completion of market research and “white papers”, business models, risk analyses, budgets, tactical plans, recruiting and new vendor selection.

- Negotiated and closed a technology option agreement (including licensing heads of agreement) for differentiated technology in wound care after multiple value assessments and Board presentations.

- Negotiated joint sales and marketing agreements with numerous global wound care players, up to the C-suite level.

- Successfully petitioned the FDA to increase the scope of market clearance for an existing product based on bench studies and physician use statements; took this slow moving product from 5th place in sales to 2nd.

- Grew revenue 75% during this time period while exceeding annual profit targets.

Jan 2003 - Feb 2005

Sales and Marketing Manager, Medical Technology Division

http://www.medela.com

Responsible for creating and executing sales and marketing plans for existing product lines, while simultaneously developing new technologies and markets for future expansion.

- Increased revenue 215% by transitioning the Division from a distributor of general-use medical suction pumps to a specialty provider of niche solutions for acute, sub-acute and long-term care.

- Increased the gross margin of the top-selling product by 18% by successfully maximizing price elasticity in a new channel for a targeted wound care application.

- Recruited and managed 22 independent sales reps for existing and new products.

- Successfully launched the company’s first SADMERC-coded homecare device into the DME channel (tracheal drainage).

- Increased sales of an underperforming dealer network in Latin America by 300% through focus and mentorship.

- Negotiated and closed a $200K multi-center clinical study funding agreement for innovative technology in cardiothoracic surgery with a right of first refusal (ROFR) license option.

Jul 2001 - Dec 2002

Business Development Manager / Co-Owner

Urology Resources, LLC

Start-up consulting organization that assisted international medical device manufacturers to launch in the US

Sought North American partnership agreements with international medical device manufacturers of new capital and surgical equipment for urology and gynecology markets. Completed comprehensive business plans, managed clinical research sites, pursued regulatory objectives, and sought funding.

Jun 1999 - Jun 2001

Vice President of Marketing

SOMA Blue, Inc.

Early stage medical device company that manufactured and sold urology products (Rx and OTC)

Led the marketing efforts of a dynamic, growing medical company within urology. Developed and implemented the marketing plan by working closely with all departments in a highly entrepreneurial environment.

- Launched a new medical device company in the urology market for impotence therapeutic products.

- Collaborated to achieve 40% market share in a period of two years, including actively contributing to an acquisition of a major competitor.

- Negotiated an international IP licensing agreement (iontophoresis for active drug delivery in bladder cancer).

- Opened a new market for the company’s main product line within the primary care physician specialty.

Feb 1998 - May 1999

Director of Sales

The Rosanwood Group, LLC

Consulting firm offering JCAHO preparation and pharmacy services in the Southeast

Directed sales activities and provided general management oversight for this hospital consulting firm with responsibility for new client development, contracting, pricing, marcom, staffing and training.

- Marketed and sold JCAHO preparation consulting services to high-level hospital employees, including directors, administrators and chief officers, as well as key influencers such as nurses and pharmacists.

- Increased the company’s new client base by 35%.

Aug 1996 - Dec 1997

Vice President of Marketing

Imagyn Medical Technologies, Inc. (formerly Osbon Medical Systems)

Global manufacturer and marketer of diagnostic and therapeutic devices for urology and primary care, including capital equipment and disposables sold to DME suppliers, med-surg distributors, physicians’ offices and hospitals

Headed a full-service marketing department with a staff of 23 and a budget of $15M. Primary objectives included developing, acquiring and launching products to leverage the world’s largest urological sales force immediately following a merger and public offering. Responsible for overall strategy, product management, advertising, packaging, sales collateral, promotions, trade shows, market research, media and public relations, distribution, clinical studies, medical direction and innovation.

- Restructured the department to facilitate quick, sound decision-making during this aggressive growth phase: increased budget awareness and accountability of middle managers.

- Opened the channels of communication between marketing and sales by reversing an adversarial relationship.

- Recouped $200,000 annually in agency discounts for media placements by establishing an in-house agency.

- Initiated and directed numerous product and market introductions to achieve sales goals.

- Assessed new products and companies; signed letters of intent, exclusive distribution and joint venture agreements; developed and presented new product/market analyses and feasibility studies.

- Managed the production of a network television commercial with a $300,000 budget.

- Executed two product upgrade promotions to existing customers, providing incremental revenue of $3M.

- Transitioned the company’s primary product line from prescription only to over-the-counter (OTC).

Nov 1995 - Jul 1996

Regional Sales Manager (Southeast / Mid-Atlantic)

Osbon Medical Systems (merged with UroHealth Systems, Inc.)

Directed the sales efforts of a nine-person region covering 11 states and over 1,000 customers for urologic capital, consumables and surgical devices, including office and hospital call points; based out of Augusta, GA.

- Led nation in sales six out of eights months; exceeded quota every month.

- Set a new regional sales record by exceeding $600,000 in revenue in a single month (125% of quota).

- Earned a promotion to VP of Marketing to lead the department post-IPO.

Mar 1994 - Oct 1995

Regional Sales Manager (Deep South)

Osbon Medical Systems

Directed the sales efforts of a six-person region covering 8 states and Puerto Rico selling urologic consumables; based out of Orlando, FL.

- Turned around sales for this competition-ridden region that had lost significant market share; achieved 50% sales growth in 19 months; advanced the region’s ranking from 7th to 3rd place out of nine U.S. sales regions.

- Accepted a transfer to the corporate office as Regional Sales Manager (Southeast / Mid-Atlantic) in preparation for an executive-level promotion.

Apr 1992 - Feb 1994

National Distribution and Exhibits Manager

Osbon Medical Systems

Created and managed numerous sales and marketing programs for the company’s DME customers (accounted for 55% of total revenue). Responsibilities increased to include managing a $2.5M national trade show program.

- Played a pivotal role in the 100% increase in sales revenue that the DME channel realized in two year’s time.

- Negotiated the company’s first supply agreement with a 200-store national DME chain, American HomePatient.

- Played a key role in gaining hard-fought acceptance by conservative national publications to run company advertisements; sparked a 25-fold increase in consumer ad inquiries and provided the catalyst for five years of double-digit sales growth.

- Created a cooperative advertising program including print, radio and television.

Mar 1991 - Mar 1992

Territory Sales Manager

Osbon Medical Systems

Sold urologic medical devices to physicians' offices throughout New England; based out of Boston, MA.

Education

Education

Wolcott High School
1987 - 1989

Master of Business Administration (MBA)

Carnegie Mellon University - Tepper School of Business
1983 - 1987

Bachelor of Science (B.S.)

Presidential Scholarship Recipient (4 years) Honors Graduate (Cum Laude), 3.70 GPA, Top 5% of Class Sole Recipient of Academic Excellence Award in Biology (1987)