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Robert P. Kloecker, Jr.

Senior Executive: Marketing, Health Care & Life Sciences

Summary

Accomplished life sciences leader, with over 17 years of experience directing medical device, biologic product and service line lifecycles from development through launch to mature market penetration.  Unique balance of strategic marketing skills and experience working with sales forces in the operating room and broader hospital settings.   Proven abilities in brand development, strategic analysis, market research, financial and demand forecasting, and team management.

Strategic Planning  -  Product Management & Strategy  -  Brand Development  -  Portfolio Vision & Positioning  -  Product Launches & Lifecycle Management  -  Content Strategy  -  Clinical Study Strategy and Design  -  Business Development  -  KOL Management  -  Competitive Analysis  -  Market Research  -  Sales Planning  -  Sales Training  -  Customer Service  -  Team Management  -  P&L Management  -  Cost Center Administration

Work experience

2017Present

Consultant

Lodestone Strategies

Developed start-up strategy, including financial, management and operations plans, for biotechnology organization.  Created and negotiated distribution and alliance relationships with technology and manufacturing partners.  Formulated company and product positioning for target treatment areas.  Created investor materials to generate financing.  

20152017

Vice President, Marketing

Option Care

Led marketing organization for $1.6B alternate site infusion business, with a direct sales force of 250+.  Responsible for brand development, agency management, sales tool development, public relations and corporate communications initiatives.  Supervised new service and product launches, including digital assets and integrated marketing campaigns.  Worked closely with Clinical, Operations and Sales teams to achieve key business objectives.  Managed annual budget ranging from $2.7-3.5M.  Supervised team of 4 direct reports.

  • Launched new corporate and service line positioning in coordination with new digital presence.  Implemented public relations, digital marketing and media placement campaigns to support brand identity.
  • Launched new digital sales tools, including a content management system, to enhance selling capabilities.
  • Responsible for development and launch of national speakers bureau program.  Events generated over 25% increase in revenue and new patient starts.
  • Implemented integrated marketing framework to target and convert prospective referral and patient customer groups.  Utilized Pardot as focal point for customer communications.
  • Restructured Marketing team and outside agency relationships to meet strategic needs and Sales targets within budget constraints of private equity-owned environment.
20142015

Senior Director of Business Development and Professional Relations

Life Spine, Inc.

Led business development projects to bring new technologies to the Life Spine portfolio.  Managed all surgeon consulting contracts, coordinating activities with the Marketing and Engineering teams to ensure accurate and timely physician input into the Product Development process.  Managed the Training and Education process for sales representatives and surgeons.  Member, Life Spine Senior Management team.

  • Identified potential orthobiologic additions to the Life Spine product portfolio. Initiated distribution and acquisition discussions with 4 companies.  Conducted market research to gather surgeon feedback on products. 
  • Revised product positioning and sales collateral materials for current bone graft products.
  • Managed 40+ surgeon consulting agreements. Developed activities with surgeons (e.g., cadaver workshops, product review meetings, etc.) to ensure that Life Spine had sufficient and timely physician input for pipeline products.
  • Managed field-based Clinical Education team.  Set priorities for team and aligned processes with Sales objectives.
20092014

Marketing Director

ISTO Technologies, Inc.

Led marketing and brand management for the ISTO brands.  Responsibilities included customer targeting and segmentation; new product launches; key message development; demand forecasting; and post-marketing studies.  Supervised Sales Training for both the ISTO distributor network and direct Sales team.  Managed Customer Service, including order processing, inventory management and monitoring of key performance metrics.  Negotiated manufacturer distribution agreements and pricing agreements for ISTO products.  Supervised team of 5 direct reports.  Member, ISTO Senior Management team.  

  • Identified key differentiation points for ISTO products through focus groups and stakeholder interviews.  Developed positioning strategy to establish InQu as a distinct class of biosynthetic bone graft substitute.
  • Launched new corporate and product branding, supported by a full portfolio of sales tools.
  • Created a demand forecasting system to aid inventory management and manufacturing decision-making.
  • Launched the bone graft strip and putty configurations.  The putty achieved particular success, becoming the best-selling product within 3 months and achieving 60% of product mix within 12 months. Launched a demineralized trabecular bone graft.  Overall, products launched under my management accounted for 80%+ of the product mix.
  • Developed a post-marketing clinical study and publication strategy to penetrate the growth factor and stem cell customer bases.  Developed processes to support investigator-initiated research.  Initiated 4 InQu clinical studies (1 Isto-sponsored prospective study and 3 physician-sponsored studies) to demonstrate clinical and cost efficacy.
20052009

Group Marketing Manager, Fibrin Sealants

Baxter BioSurgery

Led Tisseel Fibrin Sealant brand, with sales of over $75M, including all aspects of key message development, portfolio strategy design, market research, pricing, and pipeline development and product launches.  Managed supply and financial forecasting for the full plasma-based fibrin sealant portfolio (2 products in 5 configurations, with 21 application devices).  Supervised team of 3 direct reports and managed annual budget and cost center expenses.

  • Launched the pre-filled Tisseel product configuration.  Converted 200+ key accounts within 6 months.  Achieved 46 percent product mix in 1.5 years, with 34 percent of US fibrin sealant market share.
  • Developed positioning & pricing strategy and sales tools for the new fibrin sealant, Artiss, for skin graft fixation in burns.
  • Implemented competitive marketing strategy using spray systems to protect share from competitors.  Increased market penetration of EasySpray system by 30 percent using a series of incentive programs and sales training efforts.
  • Launched next generation fibrin sealant in the US (first geographic release).  Accomplished transition within 3 months, providing best practice example for other geographies.
20042005

Director, Market Development

Medtronic Neurological, Global Pain Management

Directed all marketing programs targeting patients or referral / managing clinicians for Medtronic Pain Therapies.  Developed a brand for direct-to-patient marketing and disease state education for implantable therapies, with demonstrated ROI of 10+ times investment.  Managed alliance with a large pharmaceutical manufacturer for research and co-promote efforts.  Supervised team of 5 direct reports with annual budget of $2.4M.

  • Developed referral and patient marketing strategy.  Tactics drove annual implants of over $18M, fueling new patient growth and competitive advantage.
  • Led celebrity spokesperson campaign to drive overall patient awareness of interventional therapies for pain management in both U.S. and Europe.  Campaign generated over 350 million media impressions.
  • Member of Gabapentin Clinical team to develop IND application and Phase I study protocol.
  • Nominated, Medical Marketing & Media Award, “Tame the Pain” program.  Panel speaker, WebMD HealthForum.
20022004

Senior Market Development Manager

Medtronic Neurological, Global Pain Management

Key Accomplishments:

  • Launched the business’s first direct-to-patient initiative, combining a patient outreach program, advertising campaign and info websites.  Program generated 250+ implants in 6 months, with long-term ROI of 9x investment.
  • Developed polyanalgesic education strategy including market research, consensus conference and clinical publication.
19992002

Market Development Manager

Medtronic Neurological, Global Pain Management

Key accomplishments:

  • Designed and implemented a $600K national speakers bureau program.  ROI averaged $20K on a $2K investment.  200+ events held in two years.
  • Recipient, Marketing Excellence Award.

EARLY CAREER: MANAGEMENT CONSULTING, PHARMACEUTICALS (details on request)

Abbott Laboratories, Management Development Program

Lake Bluff, IL

The Parthenon Group, Associate

Boston, MA

CSC Index, Research Associate

Cambridge, MA

Education

M.B.A.

Kellogg School of Management

Marketing, Health Industry Management, and Organization Behavior.

B.A.

Harvard University

Bachelor of Arts in Social Studies and Germanic Languages and Literatures.  Magna cum laude.

Skills

Biologics
Medical Devices
Team management & cost center administration
Competitive analysis
Strategic planning
Sales training
Market research
Demand and financial forecasting
Key message development
New product launch
Customer segmentation & targeting
Orthobiologics / Spine / Bone graft substitutes
Brand development