Sales Representative Vice President
Resume:
Shelly Vines Hornstein
North Miami Beach, Florida 33160
Home: 305-***-**** Mobile: 305-***-****
E-mail: **************@***.***
Objective To continue my pharmaceutical/medical sales career by providing
meaningful, ethical product information to healthcare
providers. To utilize my sales experience, interpersonal
skills and strong work ethic to generate value for company
stakeholders.
Professional
Experience Senior Therapeutic Specialty Consultant I
Pfizer Ophthalmics
April 2003 to Present (4 years in a partner territory; 3 years solo
territory)
. Ethically and compliantly promote Xalatan, the first
ophthalmic prostaglandin analog in the U.S., to
ophthalmologists and optometrists.
. Achieve sales goals and sales call objectives by
routinely conducting territory business analysis.
Create pull-through and push-through managed markets
projects. Communicate product information to healthcare
providers and internal colleagues.
. Develop product advocacy among Key Opinion Leaders
within territory, most importantly glaucoma sub-
specialists at Bascom-Palmer Eye Institute/Ann Bates
Leach Eye Hospital at the University of Miami School of
Medicine.
. Plan and implement sales activities in key business
segments including hospital, physician and managed
markets segments.
. Routinely coordinate sales promotion activities and
strategies with co-promote partner (currently, Bausch &
Lomb; previously, EyeTech).
o Bausch & Lomb co-promotion including Lotemax,
Alrex and Zylet (ophthalmic steroids) and
Besivance (fluoroquinolone; new product launch in
2009) to eye care providers.
o EyeTech co-promotion included the launch of
Macugen, the first anti-VEGF intravitreal
injection for wet age-related macular
degeneration. Macugen is a Medicare Part B
reimbursed "buy and bill" product.
. Attend local, state and national scientific conventions
including American Academy of Ophthalmology, ARVO,
American Optometric Association, Florida Society of
Ophthalmology and Bascom-Palmer Eye Institute continuing
education meetings.
Ophthalmic Specialty Representative
Pharmacia Ophthalmology
February 2001 to April 2003 (Team Lead for 4
representatives)
. Promoted Xalatan to Bascom-Palmer Eye Institute at the
University of Miami School of Medicine, Nova
Southeastern School of Optometry, VA
hospitals/outpatient clinics and military bases.
Developed product speakers and advocates through various
speaker training and program facilitation courses.
. Responsible for delivering scientific marketing
presentations to targeted accounts for entire territory
(southern half of Florida).
. Provided technical assistance to other ophthalmic sales
colleagues and managed special projects and programs for
the division. Regularly communicated with small peer
group of 30 representatives to facilitate advanced
product training.
. Reported to district sales manager to assist in
developing district management direction, achieving
sales goals, managing formulary approvals, analyzing
district business trends and communicating technical and
business information as a consultant to healthcare
providers and company colleagues.
. Conducted field testing of new marketing materials and
provided direct feedback to Xalatan Marketing Team.
Screened Phase IV post-marketing study sites. Selected
sites to implement $2.5M Drug Utilization Study.
Launched Xal-Ease, the first unique, patented delivery
aide for Xalatan.
Shelly Vines Hornstein
. Worked closely with surgical counterpart to generate
sales leads for Healon, Healon GV, Healon 5, CeeOn
Intraocular Lens and Baerveldt Glaucoma Implant
ophthalmic surgical products.
. Attended local, state and national scientific
conventions including American Academy of Ophthalmology,
ARVO, American Optometric Association, Florida Society
of Ophthalmology and Bascom-Palmer Eye Institute
continuing education meetings.
Ophthalmology Sales Specialist
Pharmacia Ophthalmology
December 1996 to February 2001 (Solo territory)
. Launched Xalatan, the first prostaglandin analog in the
U.S. for lowering intraocular pressure, to
ophthalmologists and optometrists throughout the
northern half of Florida (including University of
Florida Eye Clinic at Shands Hospital Gainesville and
Jacksonville), the Florida Panhandle and the southern
one-fourth of Georgia.
. Achieved sales goals and increased market share by
successfully implementing annual business plan and
frequent territory business analysis.
. Delivered scientific marketing presentations to promote
ophthalmic products to targeted customers.
. Developed, organized and implemented educational speaker
programs and special projects to promote ophthalmic
products to key customers, including local and state
ophthalmological and optometric societies.
. Worked closely with surgical counterpart to generate
sales leads for Healon, Healon GV, Healon 5, CeeOn
Intraocular Lens and Baerveldt Glaucoma Implant
ophthalmic surgical products.
. Attended local, state and national scientific
conventions including American Academy of Ophthalmology,
ARVO, American Optometric Association and Florida
Society of Ophthalmology.
Staff Auditor - Provider Audit and Reimbursement
Blue Cross and Blue Shield of Alabama
July 1996 to December 1996
. Reviewed and certified, via onsite visits, Community
Mental Health Centers for Blue Cross and Blue Shield of
Alabama for compliance with Health Care Financing
Administration (HCFA) mandates.
. Interacted daily via telephone and in-person with staff
at Community Mental Health Centers throughout Alabama.
. Reviewed and audited Hospital Medicare Cost Reports via
onsite visits to various hospitals throughout Alabama.
Education Bachelor of Science - Accounting, May 1991
University of Alabama, Tuscaloosa, Alabama
Certification Corporate Certified Ophthalmic Assistant
Designated by passing board exam - 2006
Computer Skills Proficient in Microsoft Office applications; proficient in
various sales force
computer applications and software
References Available upon request
See Attachment for Achievements and Awards
Shelly Vines Hornstein
Pfizer Ophthalmics
Achievements and Awards
2010: Trending to win Vice President's Cabinet Award
Annual Regional Performance Fund Award
Big 20 Quarterly Division Contest Winner
Big 10 Quarterly Division Contest Winner
2009: Big 10 Quarterly Division Contest Winner
Challenge 101 Division Contest Winner
Top 15% Division Ranking
2008: Big 10 Quarterly Division Contest Winner
Annual Regional Performance Fund Award
2007: Vice President's Cabinet Award
Annual Regional Performance Fund Award
2nd-Semester First In Class Division Contest Winner
District of the Year Team Member
2005: Vice President's Cabinet Award
#1 Sales Representative in the Division
Annual Regional Performance Fund Award
Runner-Up Regional Sales Representative for 2nd Quarter
"Share the Vision" Macugen Award (3rd in the Eastern Region)
District of the Year Team Member
2004: Vice President's Cabinet Award
District Sales Representative of the Year
Annual Regional Performance Fund Award
Quest for Excellence Award
Runner-Up Regional Sales Representative for 2nd Quarter
#1 Sales Representative for 3rd Quarter
Runner-Up Regional Sales Representative for 4th Quarter
District of the Year Team Member
2003: Vice President's Cabinet Award
#1 Sales Representative in the Eastern Region
Circle of Excellence Award
District Sales Representative of the Year
#1 Ophthalmic Specialty Representative for 3rd Semester
Conventional Wisdom Award for 1st Semester
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