Mridula Awasthi

Product Manager – Surgical Portfolio

• Lead portfolio strategy and growth for surgical products including Sutures, Internal & Topical Adhesives (Fix8, Ifabond), Surgical Clips, Yelloport, and Gentacoll, driving market expansion and product adoption.
• Develop and execute annual marketing plans, product positioning, and go-to-market strategies aligned with business objectives and portfolio growth targets.
• Identify new product opportunities and portfolio gaps through market intelligence, surgeon insights, and competitive benchmarking to strengthen portfolio competitiveness.
• Drive clinical education and KOL engagement, organizing surgeon training programs, workshops, and scientific communication to support product adoption and advocacy.
• Enable sales force effectiveness by delivering national product training, surgical application workshops, and technical support during product launches, conferences, and demonstrations.
• Lead marketing communications and market development initiatives, including conferences, promotional campaigns, and scientific materials to build brand awareness and accelerate market creation for new technologies.

• Designed and executed Medical Education programs including cadaver workshops, surgery observerships, Biotek standalone programs, TPECS, and Med-Ed campaigns aligned with key product strategies for domestic and international markets.
• Led KOL and faculty engagement initiatives, identifying key HCPs and developing a structured faculty engagement matrix to build Biotek brand ambassadors and mentors across global markets.
• Integrated Med-Ed initiatives with product strategy, collaborating with sales and marketing teams while effectively managing budgets to ensure high-impact programs and optimal ROI

• Delivered 101% of the ₹50 Cr annual revenue target, driving 25% portfolio growth for the Implants & Biomaterials portfolio.
• Expanded market share to 27% in the premium segment and 9% in the non-premium segment through focused portfolio and market development strategies.
• Successfully launched TLX Tissue Level Implant (Oct 2023), achieving rapid adoption with 600+ implants sold within the first 3 months, significantly boosting premium portfolio performance.
• Led Straumann India rebranding initiative, executing 500+ clinic branding transformations and strengthening brand visibility across key markets.
• Executed 30+ marketing programs and 2 international faculty programs, managing a ₹2.5 Cr marketing budget, while enabling data-driven sales strategy through Salesforce, Power BI dashboards, and digital lead generation initiatives

• Led marketing for K2M & GSM Spine portfolio, including implants and capital equipment (Bone Scalpel, Sonastar, MAGEC Rod, Symmetry Surgical Instruments).
• Drove portfolio growth from ₹35 Cr to ₹45 Cr, delivering ~29% year-on-year growth through focused market development and sales enablement initiatives.
• Optimized portfolio profitability by tracking pricing and margin KPIs and redesigning sales incentive programs to improve both topline growth and margin performance.
• Built strong KOL advocacy and therapy adoption, identifying and engaging key spine surgeons to convert non-users into active adopters of advanced spine technologies.
• Executed integrated marketing and medical education programs, developing scientific content, product campaigns, digital marketing initiatives, and bundled value propositions for capital equipment and implants

• Developed and executed Medical Education strategy aligned with accelerating adoption of key orthopaedic technologies including Triathlon, NRG, Exeter, and Accolade knee & hip systems.
• Planned and delivered 50+ tiered MedEd programs across India, APAC, US, and UK over two years, aligned with the training needs of orthopaedic surgeons.
• Mapped and engaged national KOLs in joint replacement, identifying faculty and building a structured expert network to support clinical education initiatives.
• Managed a ₹2 Cr MedEd budget, aligning investments with portfolio priorities while enhancing program value through strong branding and structured participation models.
• Trained 200+ surgeons through surgeon-to-surgeon training programs and cadaveric courses on primary and revision arthroplasty, collaborating with 20+ expert faculty members.

• Led the Revision Arthroplasty portfolio, delivering 15% YoY growth in both implant sales and customized instrument pre-planning adoption.
• Successfully commercialized Triathlon TS, driving market share expansion and improved portfolio margins through targeted marketing and business strategies.
• Managed strategic product transition from Accolade TMZF to Accolade II, ensuring seamless phase-in/phase-out without cannibalization or excess inventory buildup.
• Contributed to Joint Replacement Annual Brand Plan through structured customer insights and in-depth engagement with targeted surgeons.
• Planned and managed ₹8–10 Cr annual budget for loaner instrument sets (2011–2019), including configuration strategy for existing portfolio and new product launches.

• Led the “Instrutrack” instrument streamlining project, optimizing loaner sets in the market and unlocking ₹3.5 Cr in cash flow (2016) while improving instrument utilization through strategic redeployment.
• Developed an online surgery analytics portal (SharePoint) providing surgeon-, brand-, and portfolio-level insights to support sales planning, forecasting, and inventory optimization.
• Created secondary sales dashboards for regional leaders, later adopted as a best practice by Stryker Poland and Stryker China, earning the “Extra Mile Award” (2016) from Stryker India.

• Led product launches and go-to-market execution for the Triathlon Primary Knee portfolio and Hip innovations (Acetabulum Wedges & Gap Cup), driving 20–25% incremental portfolio growth through targeted marketing initiatives.
• Organized 10 international scientific exchange programs for surgeons in Korea, Hong Kong, and Singapore, while supporting major conferences through workshop planning, booth activities, vendor coordination, and promotional collateral development.
• Enabled successful product commercialization in India by coordinating with regional teams, regulatory, service, finance, and operations, while ensuring effective marketing budget planning and tracking.

-Secured 100 % new business opportunities over 2 span period, increasing revenue by 30 % .

-Organized training & educational meets for the surgeons & paramedical staff and participated in other major events and trade shows for product promotions.

-Secured 3rd Rank in First Product Training for Joint Replacements.

During my tenure at LG Life Science from October 2007 to November 2009, I served as a Territory Manager. Prior to that, I held the position of Territory Sales Manager at Sanofi Aventis from December 2006 to September 2007. My earlier experience includes working as a Medical Representative at Ranbaxy from June 2005 to November 2006.

In these roles, I was responsible for sales activities encompassing cardiology, critical care, and nephrology drugs and devices.