Heleen Van Weel

General Electric Inc.US$24 billion Corporation made up of 6 businesses:HealthCare business develops, manufactures, markets & sells medical devices. Annual revenue: US$17 billion.

Global Marketing Manager, Women’s Health Ultrasound Franchise, AUSTRIA

·Responsible for global marketing of Women’s Health ultrasound business.Sales revenue 2008 totaling US$410 million, growth 20% compared to previous year, global market share 35%.

·Developed & championed global strategic marketing (short thru long term) plan to build on existing expertise & expand into new markets

·Lead team of Product & Clinical Managers (globally: USA & EU).Tasked with managing franchise growth strategy including developing product pipeline, product renovations & line extensions.Activities include: identifying & realizing new products – managing development process of new products from conception to global launch; business case development; brand strategy; forecasting overall market size & potential; pricing strategies; positioning & claims for new products; competitor insights; clinical validation; clinical trials & publication planning.Since joining GE:launched 2X new product & 8X product line extensions.Developed new Assisted Reproductive Medicine & Labor and Delivery market segments with product differentiator, marketing & sales tactics.

·Lead global re-branding activities for Voluson:brand & product vision, messaging, and creative.

·Introduced marketing tools to business, such as:Balanced Score Card, ROI, Promotional Review Board, Market Research best practices.

·Supported corporate efforts in setting up process around clinical trial execution compliant with FDA / EMEA guidelines (ie. Good clinical practice standards /IRB process / informed consents physician & patients)

Royal Numico NV.€1.8 billion nutraceutical company specialized in Clinical Nutrition and Baby Food.

Global Strategic Marketing Manager, Oncology & Dysphagia Franchise, Amsterdam, NL

·Responsible for oncology & dysphagia franchises of enteral clinical nutrition (ECN) business.Sales revenue 2005 totaling €35million.Growth compared to previous year: 50% in oncology & 29% in dysphagia.

·Developed & championed global strategic marketing plan & sales forecast (2005-2010), for franchises.Worked together with local subsidiaries to incorporate global marketing plans into local marketing plans.Key global activities which impacted sales:

–Brand line extension launches – market research, positioning & claims of products, campaign development, forecasting sales potential, supporting local subsidiaries with roll-out

–Sales effectiveness:targeting high margin channels & co-promotion of products

–Direct to consumer (DTC) marketing strategy & tactics such as Waiting room material, Internet promotion.Highest sales impact in non-reimbursed countries.

–Built relationships with EU Medical & Patient associations to increase impact of education of clinical benefits of nutrition and to get our brands endorsed.

–Developed & executed global/local KOL & MD strategy and tactics (Global advisory board, Speaker bureau, CME accredited programs, International congress symposia & presence) to create global & local band endorsement & to establish brand ambassadors.

–Implemented internal promotion campaign aimed at reinforcing brand messaging; and establishing strong brand ambassadors within the company

–Developed Reimbursement strategy to optimize reimbursement situation & pricing together with Medical & Regulatory. Healtheconomic dossier rolled-out in local markets & Clinical Trials initiated to support product positioning.

·Together with colleagues from global marketing, developed (new) global marketing planning framework & process now used throughout ECN business.

·New Product Development Lead:Cross-functional team of Research & Development, Regulatory, Manufacturing, Logistics, Medical, & Marketing. Key achievement:6 new products developed in 2004 (1X oncology & 5X dysphagia); global launch of products in 2005).

·Marketing Working-Group Lead:Team comprised of marketing, sales & medical reps. from local subsidiaries.Group focus: share best practices among countries; gain competitor insights; fine-tune marketing strategies.As lead, evaluated & approved/declined product launch business cases submitted by local subsidiaries. 

Biogen Idec, Inc. Third largest biotechnology company specialized in global commercialization of oncology and immunology products; US$2.8 billion in sales.

Marketing Product Manager, AVONEXÒ, Compliance and Persistency Initiatives, Healthcare Professionals & Patients.Boston, USA

·US business unit exceeded sales revenue target and maintained market share.

·Managed US$1.6 million promotional budget in 2002; US$3.5 million in 2003.

§Led launch of Patient & Healthcare Professional Support Service (Avonex AllianceÒ) to Sales Force.Exceeded expected retention rates by 11% in competitive market.25% increase in new patient starts enrolling in services. Together with Product Manager, developed AllianceÒpromotional materials across internet, collateral, live programs, and customer service channels.Analyzed sales data to evaluate success of service.

·Owned Internet channel marketing activities: developed strategy, managed 3rd party partners.Grew membership database by 28%;35% increase in site-visits over previous years.

·Developed and promoted Refill Prescription data for AVONEXÒand competitors in Physician sales materials. Sales Force rated this data as being most inpactful data source with customers in 2003.

·Owned Nurse initiatives: developed strategy & executed tactics - National and Regional Nurse Faculty Boards, Accredited Educational Programs for MS Nurses, Promotional meetings for nurses.Positive impact on AVONEX sales & built endorsement for next generation MS product – AntegrenÒ (Tysabri).

·Contributed to strategy development for Phase 4 Patient Compliance Observational Study.

·Led Customer Service (CS) cross-functional team to ensure marketing messages and projects were communicated to CS team for seamless execution of marketing’s activities.

·Executed Mail Order Pharmacy and Nursing Partner compliance & persistency initiatives.

·Provided input into development of 2004 AVONEXÒmarketing compliance & persistency plan.

Responsible for positioning, promotion and sales of AVONEX

Responsible for all CRM management of HCP & patient Support Services In Northern Europe & South Africa.

Worked together with business unit leads to develop 2001 five-year Long Range Plan for all countries except North America.

Managed Clinical Research Nursing Department

Emergency Nurse