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Robert P. Kloecker, Jr.

Senior Executive: Health Care, Medical Devices & Biotechnology

Summary

Accomplished Life Sciences Leader, with over 18 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  ·  Brand Development – B2B & B2C Marketing  ·  Portfolio Vision & Positioning  ·  Product Launch & Lifecycle Management  ·  Digital Strategy (SEO / SEM, Social Media & Salesforce.com)  ·  Corporate Communications & Public Relations ·  Clinical Study Strategy and Design ·  Business Development  ·  KOL Management  ·  Market Research  ·  Sales Training  ·  P&L Management

Work experience

2017Present

Principal Consultant

Lodestone Strategies, LLC

Provide marketing strategy, product management and sales planning consulting services to life science manufacturers.

  • Acted as Chief Business Officer for start-up manufacturer of plasma-based technologies.  Led strategy and financial functions and managed distribution and alliance relationships with technology partners.  Formulated product positioning, business plan and investor materials to generate financing. 
201517

Vice President, Marketing

Option Care

$1.6B alternate site infusion business, originally a division of Walgreens and now funded by private equity group Madison Dearborn Partners.

Led marketing organization, encompassing brand development, agency management, sales tool development, public relations and corporate communications.  Directed new service and product launches, including digital assets and integrated marketing campaigns.  Worked with Clinical, Operations and Sales teams to achieve business objectives.  Managed annual budget of $2.7-3.5M.  Managed team of 4 direct reports.

  • Launched new brand identity and positioning that separated company from Walgreens and from competitors. Managed public relations, digital marketing (SEO / SEM, website, automated marketing) and media placement campaigns to support brand identity for both B2B and B2C programs.
  • Directed the launch of new digital sales tools, including a content management system, to enhance selling capabilities for 250-person sales team.
  • Increased revenue and new patient starts by 25% through the launch of a national speakers bureau.
  • Reduced marketing expenses by 40% by restructuring Marketing team and agency relationships.
  • Implemented integrated marketing framework to target and convert prospective referral and patient customer groups.  Utilized Pardot as focal point for customer communications.
201415

Senior Director of Business Development and Professional Relations

Life Spine, Inc.

Privately-owned manufacturer of spine and orthopedic products.

Led business development projects to bring new technologies into the product portfolio.  Managed all surgeon consulting contracts, coordinating activities with the Marketing and Engineering teams for 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.

  • Determined “Go / No Go” decisions after identifying potential additions to the product portfolio. Initiated distribution and acquisition discussions with 4 companies.  Conducted market research to gather surgeon feedback on products. 
  • Ensured expert physician input into product development by managing 40+ surgeon consulting agreements. Created surgeon activity and communication plan (including cadaver workshops, product review meetings, etc.).
  • In addition to all other responsibilities, took over management of field-based Clinical Education team.  Improved key account management by establishing customer service processes and metrics.
200914

Marketing Director

ISTO Technologies, Inc.

Privately-funded biotechnology firm focused on bone and cartilage regeneration for spine and orthopedics.

Led Marketing, Sales Training and Customer Service as a member of the ISTO Senior Management team.  Responsibilities included all aspects of branding and key message development; customer targeting and segmentation; new product launches and sales tool creation; demand forecasting; and post-marketing studies.  Directed Sales Training for Sales team and distributor network.  Negotiated manufacturer distribution agreements and national pricing agreements.  Managed team of 5 direct reports.

  • Developed branding and positioning strategy through focus groups and stakeholder interviews. 
  • Launched new corporate and product identities, supported by a full portfolio of sales tools.
  • Reduced stock-outs by over 80% by creating a demand forecasting system to aid inventory management and manufacturing decision-making.
  • Launched new products that accounted for 80%+ of the overall product mix, including the strip, putty, and demineralized bone graft products.
    • Marketed Putty to become the best-selling product within 3 months, achieving 60% of product line mix within 12 months.
    • Initiated distribution of demineralized trabecular bone graft product in order to compete more effectively with larger segment players.
  • Generated human clinical data for FDA 510(k)-cleared products by developing a post-marketing clinical study strategy and initiating 4 studies (1 Isto-sponsored prospective study and 3 physician-sponsored studies) to demonstrate clinical and cost efficacy.
200509

Group Marketing Manager, Fibrin Sealants

Baxter BioSurgery

Led Tisseel Fibrin Sealant surgical hemostat brand, with sales of over $75M, including all phases of key message development, portfolio strategy, market research, pricing, pipeline development and product launches.  Managed supply and financial forecasting for the product portfolio (2 products in 5 configurations, with 21 application devices).  Managed team of 3 direct reports, with annual cost center budget of $700K. 

  • Launched new Tisseel product configuration and converted 200+ key accounts within 6 months against Johnson & Johnson competitive threat. Launched the pre-filled Tisseel product configuration.  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% 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, creating best practice example for other geographies.
200405

Director, Market Development

Medtronic, Inc. - Global Pain Management

Global Pain Management business within the Neurological Division of largest medical device manufacturer, focused on neuromodulation therapies with revenues of $350M+ and a salesforce of 150+.

Directed all B2B and B2C 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.  Managed team of 5 direct reports with annual budget of $2.4M.

  • Developed referral and patient marketing strategy, which drove annual implants of over $18M and fueled 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, which generated over 350 million media impressions.
  • Member of Gabapentin Clinical team to develop IND application and Phase I study protocol for FDA submission.
  • Nominated, Medical Marketing & Media Award, “Tame the Pain” program.  Panel speaker, WebMD HealthForum.
200204

Senior Market Development Manager

Medtronic, Inc. - Global Pain Management
  • Launched the business’s first direct-to-patient B2C 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, Inc. - Global Pain Management
  • Designed and implemented a $600K national speakers bureau program, with an average ROI of $20K on a $2K investment.
  • Recipient, Marketing Excellence Award.

Education

199799

M.B.A.

Kellogg School of Management

Marketing, Health Industry Management, and Organization Behavior.

199094

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