ANKIT MALDE
Mumbai
Summary
Life-sciences healthcare professional with extensive experience in commercial and market access across India and APAC regions. A Pharmaceutical Professional with > 14 years’ extensive marketing experience in the pharma/biotech marketplace with strong background in product launch/re-launch, strategic planning, business intelligence & analytics, focused segment based promotional initiatives, customer/patient centric messaging and innovative patient access programs.
Overview
15
15
years of professional experience
6
6
years of post-secondary education
Work History
Senior Marketing Manager
Janssen India Pvt. Ltd
Mumbai
04.2023 - Current
- Handling Oncology Portfolio & Future Launches
- Leading as Marketing Head - Janssen's Oncology Products and future launches (Hematology, Lung Cancer)
- Managed marketing budget and associated P&L to develop and execute marketing strategies, budgets and sales plans for business segments.
- Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
- Identified and evaluated new technologies and add-on applications to improve and optimize marketing team efforts.
Marketing Manager
Janssen India Pvt. Ltd
Mumbai
01.2020 - 04.2023
- Handling Oncology Portfolio & Future Launches
- Leading as Marketing Head - Janssen's Oncology Products and future launches (Hematology, Lung Cancer) with the dedicated team with an objective to shape up the market and vision for Oncology Products
- Coached and Talent movement within J&J across different function to mobilize the career development of the team members
- Driven Oncology Division with 40%+ consecutive growth in the last 2 years; Darzalex – runners up in competitive growth (RT10 Awards) and Rybrevant – runners up in ‘Lead our Industry (RT10 Awards)
- Launched Rybrevant with premium value-based pricing approach; Initiated Unique & Innovative GTM Model for Rybrevant along with technology enabled CDx Co-Pay Assistance Program
- Contributed to White Paper on The-value-of-quality-next-generation-sequencing-in-the-APAC-region in collaboration with LEX, APACMed and other biotech companies
- Optimizing the Oncology Omni-Channel strategy, played a lead role to shape the digital capabilities of Franchise (Campaigns, Digital Engagements) and Janssen India (e.g., J-Pro)
- Highest OR (Open Rates) of our Emailers among Janssen India
- Leading a cross functional team for Faspro Launch Readiness and Lung Ca Disease Area to advance the launch acceleration
- Cross functional collaboration with Regulatory, Medical, Access & other key functions to finalize the Launch Readiness for pre-launch strategy for upcoming launches
- Mentored the management students (more than 1500 participants in season 8, 12 colleges across the country) for J&J Live Business Case Competition (Quest); the assigned task force won the ‘Grand Finale’ award – Project Cusatuzumab
- Leading as Change Agent – Marketing Council for Janssen India Apr’21 Onwards and shaping the Marketing Talents in the Organization with the other functional committee members.
Senior Product Manager - Lung Disease Area
Roche Products India Pvt. Ltd.
Mumbai
12.2017 - 01.2020
- Handling Lung portfolio (ALECENSA, Avastin, Tarceva)
- Leading as Regional Business Lead - APAC's customer centric harmonized patient support program (Patient360) from June’18 and deploying the solution in the other countries (TH, TW, SG & AU) and plan for other countries (Wave 3) - by leveraging market insights and data analysis of current practice and patterns to develop differentiated plans across various countries.
- Under P360: Documented user stories, specifications, and product features into detailed work order to communicate across teams and build mandatory requirements. Coordinated project planning and execution with team members and team leads.
- Led CoP (Community of Practice) as a Leader for 8 countries to represent and share the - Lead co-creation and delivery of customer focused solutions addressing common challenges / opportunities of affiliate clusters (e.g., ALKademy)
- Co-lead the LEx (Launch Excellence) for TECENTRIQ (Immuno-Oncology) New Indications (ES-SCLC, ALK/EGFR+ NSCLC) and ensured timely action plans to leverage opportunities / overcome challenges in key markets.
- Led the LEx (Launch Excellence) for Roche India from Commercial (Value Creation) Team; mobilize the right resources within the organization to reach to our Roche India’s North Star. And created the launch excellence framework and guidance for the future launches.
- To align to new ways of working and enable more patients (access), active role in the two sprints, namely, Resource Allocation (Finance for Non-Finance) and Supply Chain Transformation and roll out.
- Strengthening ALECENSA share with first-line indication with the superior value-based messaging along with unique market access initiative led to >100% Gr of ALECENSA in 2019 (212 mINR) with the doubling number of patients benefits.
- Launch of first-of-its-kind – Project Life (1st across Roche Affiliates Worldwide) to drive continuum of care beyond ALECENSA (beyond pill service and drive first-line adoption); recognized at the PHC Week 2019 and also awarded for Ubiquity across the Roche Affiliates
- Led pre-launch & launch phase of ALECENSA (Finalization of market survey – Qualitative and Quantitative, dip-stick survey with leading KOL, pricing survey, integrating launch-pad platform for ALECENSA launch in India
- Cross functional collaboration with Regulatory, Medical, Access & other key functions to finalize the Launch Readiness for ALECENSA 2017
- Led cross-functional team & Launch of Unique and Differentiated first-of-its-kind “Direct to Patient Model” to improve affordability and impact the lives of patients (Benefiting 30+ patients within 6 months of Launch)
- Launched ALECENSA in the complex and price sensitive market (3rd ALKi to enter with a price premium of >400% to that current available SoC treatment)
- The key elements of Launch Process: Targeted Launch, Direct to Patient Model, Focused & Targeted communication, systemic scientific segmentation, value messaging and story development, The mobile app for cancer patients.
- Conceptualized & launched T-ALK Lung Symposium (Establish Roche commitment to Lung cancer – ALECENSA and TECENTRIQ) with Global Thought Leader in Multi-city tour to ensure the right belief shift among the targeted doctors and aid in the right selection of patients; 1st program executed with Prof. Tony Mok in the Q1’18
- Presented LRR (Launch Readiness Review) to the regional & global leadership team for 2nd line and 1st line indication; systemic segmentation & Direct to Patient Model were the practices recognized at the regional / global level.
- Launch of ALECENSA captured 20% MS within 9 months of launch; formulary access in reputed reimbursement ACCOUNT (such as CGHS & its online access) and one of the state governments at T-2 month with the close collaboration with ISMs. The close collaboration resulted in generating the order well ahead of launch of the product.
- Led APAC regional forum (twice in 2017) for ALECENSA for best practice forum and shared the India Launch Experience with the regional ALECENSA commercial / medical colleagues.
Sr. Product Manager - CRC & Biosimilar Readiness
Roche Products India Pvt Ltd
Mumbai
07.2015 - 11.2017
- Conceptualized and drove “10 Years & Avastin firs1” campaign for the brand as well as for mCRC led to rise in new Rx 21% in CRC from 100 to 121 in 2016
- Launched Avastin CRC Patient Centric Marketing Campaign
- Led to increased 8% Rx share in WT sub patient population within 6 months in 2016 in a non-exclusive market with minimal erosion (~9%)
- 86% Unaided awareness for Avastin & leave a strong and memorable recent brand experience.
- Co-owned Patient Access (Blue Tree) led to increased CRC leads by 16% in non-exclusive market.
- International Speaker Program in major key accounts during ACOS-Asian Clinical Oncology Society 2016 with the leading global TAE – Dr. Fairooz Kabbinavar
- “Digital RIME” initiative for CRC management with leading global TAEs in collaboration with medical team to help in belief shift of the Indian HCPs across key institutions.
- Avastin Brand and Avastin mCRC ABP 2017 Annual Brand Plans ranked 2nd and 3rd respectively
- Demonstrated experience in the development and execution of marketing strategies and tactics: Tactical plans for “Avastin Brand”, “mCRC”, “Lung” for 2017
- Conceptualized a "collaborative approach" as - "One Roche” between Roche Pharma & Diagnostic
- Launch a campaign “CCAM-Colorectal Cancer Awareness Month” & “LCAM-Lung Cancer Awareness Month” directed towards increasing CRC patient pool to targeted specialties with patient and customer centric collaterals.
- Application of best practices from Transplant BU to Oncology BU (Eg. VentaSys Monitoring Tool)
- Drive trajectory shift plan based on Avastin Deep Dive
- Annual Region Plan of Top Key Physicians synchronized in the system with clear sales and marketing objectives and focused execution.
Sr. Product Manager - Transplant
Roche Products India Pvt Ltd
Mumbai
05.2014 - 07.2015
- Managed CellCept & Valcyte; YoY Gr 13% in June’16 for CellCept (vs. market growth of 8%), 101% achievement and 43% market share in a crowded market with 30+ competitors.
- CellCept Deep Dive and Preparation of Transplant Portfolio Annual Brand Plan (ABP) & Tactical Plans in 2015 & 2016
- Emerging Belief Based Segmentation & Engagement Themes from CellCept Deep Dive led to create story based on customer centric communication and messaging.
- Launched a unique and comprehensive Patient Empowerment Program & Drive (“Aarambh” – a new beginning) to increase penetration (~10%; from 43% to 53%) and reduce dropouts (Nil) for the newly transplant patients, achieved its desired milestones.
- Launch of marketing campaigns to reiterate the Trust - “ReCept”, “PACE”; “Power”
- Exercised leadership capabilities by successfully motivating and inspiring others.
- Applied effective time management techniques to meet tight deadlines.
Sr. Product Manager - Critical Care & Org Readines
Mylan Pharmaceuticals Pvt. Ltd
Mumbai
06.2013 - 04.2014
- Key Result Areas (Infectious Diseases)
- Involved in the construction of new portfolio through market research, strategic alliances and business planning; made business plan for Critical Care Business (40 crores)
- Prepared marketing plan with NLEM impact and inter department coordination to ensure import of the products in India with a minimal impact of < 10% erosion.
- Re-launch AmBisome (Innovator LAmB, Gilead) in India with redefined patient centric moments and messaging led to double unit sales in a single year.
- Developed strong communication and organizational skills through working on group projects - to determine critical launches across all the divisions.
- Appointed as Single Point of Contact for Gilead Sciences and Mylan Business in India for all the formulations decisions.
Product Manager
Abbott Healthcare Pvt. Ltd
Mumbai
08.2011 - 05.2013
- Key Result Areas (Infectious Diseases)
- Independently handling a new portfolio worth INR 25 crores covering, Hepatology, HIV and Antifungals and grew by 20% Gr
- Launched a “BE-SURE Study”, a 1st ever observational study to evaluate efficacy, safety and tolerability of VIREAD in CHB patients in order to generate Indian data and build confidence among Indian doctors.
- Launched Vconnect Hepatitis B Patient Management Program to facilitate recruitment and long-term therapy compliance (~80%) of patients on Viread through professional counseling and disease awareness.
- Conducted a Live Sure Hepatitis B awareness campaign engaging key KOLs and Radio Mirchi in 13 locations on World Hepatitis Day 2012.
Product Executive
Zydus Cadila Healthcare
Ahmedabad
04.2010 - 08.2011
- Independently handled a portfolio worth INR 4 crores
- Initiated “Cerebration” – a continuous medical upgrade (Education) program for the field personnel empowering them for faster and better customer conversion.
- Launched “Patient Tracking Software”, to convert into effective marketing tool in long run.
- Reported on product campaigns to track progress and invited constructive criticism for improvement.
- Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.
Management Trainee
Zydus Cadila Healthcare
Ahmedabad
05.2009 - 04.2010
- Key Result Areas (Mass)
- Assisted in launching a campaign “Reign” to enhance support of power brands like Etogesic, Pantodac DSR/IT, Clavicef.
- Established open and professional relationships with team members which facilitated communication, quickly resolving issues, and conflicts.
Summer Intern (Majesta)
Glenmark
Mumbai
05.2008 - 06.2008
- Project on Consumer Behavior of Cough Syrups at the Retail Counters and Present Commercial Strategy
Education
MBA - Pharmaceutical Management
NMIMS University
Mumbai 05.2007 - 04.2009
Bachelor of Science - Pharmaceutical Sciences
APMC College of Pharmacy, Affiliated To North Gujarat University
Himmatnagar, Gujarat, India 06.2003 - 04.2007
Skills
Strategic planning
Accomplishments
- First-of-its-kind – Project Life (1st across Roche Affiliates Worldwide) to drive continuum of care beyond ALECENSA (beyond pill service and drive first-line adoption); recognized at the PHC Week 2019 and also awarded for Ubiquity across the Roche Affiliates
- Team recognized for APAC MAX Award for "BRAF Strategy - 3i Campaign", which aims to improve patient outcomes as part of personalized cancer care for patients with newly diagnosed mCRC.
- CellCept ABP rated No. 1 across all the brands in 2014 & 2015 by India Leadership Team
- Avastin ABP rated No. 2 & Avastin mCRC ABP rated No. 3 across all the brands in 2016 by India Leadership Team across all the brands in 2016 by India Leadership Team
- Received a regional recognition for comprehensive patient access program: “Aarambh, a new beginning”
- Awarded a Silver Medal in the memory of Dr. Suraj K. Punshi for “GMP and TQM“ by Shri B. V. Nair (Chairman and President – IBA)
Trainings
- “Microsoft Advanced Excel” by Roche Academy of Development (December 2015)
- “Regional NCB/Biosimilar Readiness Meeting” by APAC Roche Team (December 2015)
- “Explore - Leadership Training” by Roche Academy of Development (May 2015 – January 2016)
- “Annual Brand Planning - MAX” by APAC Roche Team (KL, 05 April 2015 – 09 April 2015)
- “Marketing Training Workshop - Processes” by ZS Associates (Bangkok, 22 Oct 2014 – 23 Oct 2014)
- Participated in Gilead - IAO (International Access Operation) meeting, Miami, 17 – 20th Feb’2014
Timeline
Senior Marketing Manager
Janssen India Pvt. Ltd
04.2023 - Current
Marketing Manager
Janssen India Pvt. Ltd
01.2020 - 04.2023
Senior Product Manager - Lung Disease Area
Roche Products India Pvt. Ltd.
12.2017 - 01.2020
Sr. Product Manager - CRC & Biosimilar Readiness
Roche Products India Pvt Ltd
07.2015 - 11.2017
Sr. Product Manager - Transplant
Roche Products India Pvt Ltd
05.2014 - 07.2015
Sr. Product Manager - Critical Care & Org Readines
Mylan Pharmaceuticals Pvt. Ltd
06.2013 - 04.2014
Product Manager
Abbott Healthcare Pvt. Ltd
08.2011 - 05.2013
Product Executive
Zydus Cadila Healthcare
04.2010 - 08.2011
Management Trainee
Zydus Cadila Healthcare
05.2009 - 04.2010
Summer Intern (Majesta)
Glenmark
05.2008 - 06.2008
MBA - Pharmaceutical Management
NMIMS University
05.2007 - 04.2009
Bachelor of Science - Pharmaceutical Sciences
APMC College of Pharmacy, Affiliated To North Gujarat University
06.2003 - 04.2007
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