Business Development Product Management

Liana F. Romero, PhD, MBA, MT(ASCP)

Head Product Management Global Marketing Strategy Business Development AI & Diagnostics

Newark, DE 302-***-**** *****.*.******@*****.*** www.linkedin.com/in/drlianaromero

Professional Overview

Senior product management leader with proven ability to plan, build, launch, and manage a world-class diagnostic and AI SaaS and MdaaS digital solutions pipeline. Responsible for long-term strategic product portfolio prioritization, design, planning, and execution. Adept at building new marketing teams inspired to drive initiatives that redefine brands and deliver ROI through tangible strategies that result in brand visibility, revenue growth, and excellence in customer experience. Versatile change agent adept at encouraging buy-in at all levels of an organization, leveraging extensive industry know-how and communication skills to enable collaboration.

Areas of Expertise

Product Management & Launch Excellence Business Development Assay Development & Regulatory Requirements

Cross-functional Team Leadership Negotiation & Due Diligence Portfolio Management / Market Requirements

Market Research & Competitive Analysis Go-To-Market Strategy Sales Enablement Content, Training, Coaching

Diversity, Equity & Inclusion Leader Empathetic, Passionate Leader Social Media, Content Development, Analytics

Clinical, Regulatory & UX/UI Studies Sales and Revenue Growth Lead Gen, Account Based & Channel Marketing

Professional Experience

Danaher Beckman Coulter Remote and Brea, CA 01-2022 - Present

Head Strategic Product Management, Business Development & Global Marketing for Diagnostic Digital Solutions

Develop clinical strategy and global product roadmap for over 17 AI/ML digital healthcare solutions with 10-year expected revenue of over $665 million

●Clinical Advisory Council member tasked with aligning digital product roadmap across 5 major Danaher operating companies

Identify companion diagnostic synergies with laboratory diagnostic solutions to deliver against Danaher’s >$23.9B goal and strategic launch plan to win Performance Partnerships at major healthcare institutions

●Identify and implement new business partnerships and M&As with healthcare providers, biotech, pharma and other diagnostic companies to accelerate and expand adoption of AI/SaaS/MDaaS solutions for rapid digital transformation and accurate clinical decision-making across disease states, including cardiology, oncology, sepsis, respiratory infections, renal, and Alzheimer’s / dementia. Key member conducting due diligence for acquisition of StoCastic’s TriageGO from Johns Hopkins

●Responsible for maintaining 10-year Master Priority List (MPL) for leadership and team alignment of strategic direction, product status, timeline, go-to-market plans, and cost vs. revenue generation. Continuous auditing of compliance and of payer coverage

Commission studies with OSG, GLG, BSG, TLGG, etc., key opinion leaders, clinical consultants, and target customer base to validate value propositions, product claims, positioning, pricing, and placement and align promotion, deployment, and implementation strategies to ensure seamless adoption.

Continuously execute market analysis to identify existing and emerging market trends, opportunities, and challenges and vigorously measure key performance indicators to guide marketing initiatives and programs/change management to drive customer adoption

Partner with Global Commercial Sales and Marketing Leaders to maximize go-to-market strategy and product profitability

Establish a marketing team to enable the new sales organization with a launch plan inclusive of sales tools, training programs, customer and channel-centric marketing campaigns, and promotional materials

Execute thorough competitive analysis of needs, customer insights, pricing, payer reimbursement, supply chain requirements, and organizational infrastructure requirements in high-growth key market segments (Middle East, Singapore, South Korea, Brazil, etc.)

Effectively manage P&L for product pipeline within the digital solutions business unit and implement detailed marketing budget

Siemens Healthineers Malvern, PA and Remote 10-2018 – 12-2021

Head Global Marketing and Strategy, Digital Health Solutions

●Developed and implemented multi-product marketing plans to address customers’ digital health needs for population health strategies, clinical decision support, patient engagement, workflow optimization across imaging, including pathology, and Atellica systems

●Enabled go-to-market strategies for AI software (AI-RAD and AI-Pathway Companions, teamplay) to improve precision medicine, diagnostic accuracy, and care practices in oncology, cardiology, neurology, infectious diseases with expected revenue of >$254M globally

●Led global oncology marketing stream, positioning entire product portfolio (imaging, lab/POC, and IT) along lung and prostate oncology disease pathways, serving as differentiators for Performance or Value Partnerships pursuing population health initiatives

●Collaborated with KOLs, clinicians, C-Suite, and associations such as ASCO, HIMSS, etc., in the development of clinical content, peer-to-peer discussions, focus groups, advisory roundtables, and position papers on the clinical utility of key product capabilities while also influencing disease management and best-practice guidelines

●Engaged payers, associations, and the Medical Imaging and Technology Alliance (MITA) to develop AI-driven best practices requirements for FDA submission of AI-based technology

●Contributing member of Varian acquisition team aligning AI solutions to Varian’s oncology suite of products

●Drove initiatives to maximize impact and ROI of marketing campaigns, account-based marketing initiatives, and clinical, operational, and financial impact awareness campaigns

Siemens Healthineers Malvern, PA 2013 - 2018

Senior Director, Strategic Marketing and Clinical Affairs Laboratory, Imaging and Digital Health

●Executed cross-portfolio global and regional marketing initiatives towards >$16B revenue achievement

●Analyzed impact of reimbursement reduction (e.g., PAMA), policy, and regulatory trends on customer base across business lines (Lab, POC, Imaging, IT); created customer-specific cost savings Strategic Outcomes program as countermeasure

●Established diagnostic consulting business line based on Dimension, Aptio and Atellica performance; program conctept adopted by Enterprise Services, including processes implemented in operational cost reduction measures (internal and customer-focused)

●KOL, author, and speaker on payer models, reimbursement, value-based healthcare, and population health

●Led team of MDs, PhDs, lean-certified clinical experts, and marketing professionals

●Executed over 40 clinical studies for launch of major diagnostic platforms and 30+ new assays

Becton Dickinson Diagnostics Sparks, MD 2011 - 2013

Global Senior Product and Marketing Manager – Molecular Division

●Managed global go-to-market strategy, launch plan and market development of partner assays on BD MAX™ molecular testing platform to attain the $150M estimated 5-year growth

●Served on the Center for Medicare and Medicaid advisory board for healthcare reform and policy for payer coverage

●Developed HEOR models to demonstrate patient outcomes and economic impact of molecular testing

Viracor-IBT (EURO-FIN) Laboratories Lee Summit, MO 2010 - 2011

Global Marketing Director – Molecular Testing

●Implemented molecular/immunology laboratory marketing strategy with a five-year $200M revenue goal, positioning lab for successful EURO-FIN acquisition

●Established KOL pipeline and marketing strategy to drive molecular testing adoption among transplant and specialty physicians

Orasure Technologies, Inc., Bethlehem, PA 2007 - 2010

Global Marketing Director

●Implemented business strategies towards growing $87M ORAQUICK® portfolio of oral fluid-based substance abuse testing (SAT), human immunodeficiency virus (HIV), and hepatitis C virus (HCV) point of care (POC) market

●Negotiated Roche partner contract for the commercialization of 11 pain management automated oral fluid-based laboratory assays with an annual revenue potential of $35M

Dade Behring Glasgow, DE 1998 - 2007

Marketing Manager and Clinical Affairs Senior Specialist, Syva and Dimension

●Established $150M strategy for the Dimension immunosuppressant drug monitoring portfolio with 11%+ growth to $132M

●Executed over 40 clinical marketing studies for launch of major diagnostic platforms and 30+ new assays

Cedars Medical Center and Deering Hospital (University of Miami) Miami, FL 1992 - 1998

Chief Medical Technologist

●Responsible for Chemistry, Immunochemistry, Specialty laboratory testing and Quality Control Plan

●Established SAMSHA regulated laboratory testing for Drugs of Abuse, offering testing to public service providers and DOT

EDUCATION

Doctor of Philosophy in Public Health Epidemiology

Epidemiology of Chronic Diseases and Population Health

Walden University Minneapolis, MN

Master of Public Health

Walden University Minneapolis, MN

Master of Global Business Management & Marketing

University of Phoenix Tempe, AZ

Bachelor of Science, Medical Laboratory Technology

Mount Sinai School of Medical Technology Miami, FL

Bachelor of Science, Clinical Biochemistry (Pre-Medicine)

Barry University Miami Shores, FL

LANGUAGES: Native English and Spanish

CERTIFICATES

Licensed Medical Technologist – State of Florida

American Society of Clinical Pathology – Certified as a Laboratory Medical Technologist in all US States

Certified Practitioner Product Launch Excellence

Danaher Business Systems (DBS)

Mastering Leadership Program / Emotional Intelligence

Voice of Customer (VOC) & Analytics Certification

Anna Ricci Coaching– Women’s Leadership & Mentorship

LEADERSHIP

Delaware Valley HIMSS Chapter (DVHIMSS)

Board of Directors and Treasurer 2021 - Present

Co-Chair of Programs Committee 2021 - present

Co-Chair of Board Selection 2023 – present

Association for Diagnostics and Laboratory Medicine (ADLM)

2013 Board – Organizing Committee Annual Meeting

Associate Resource Group (ARG)

LatinX Leader involvement, speaker and mentor

ASSOCIATIONS:

HIMSS, AIMED, ADML (formerly AACC), ASCO, ASH, CHIEF Women Executive Member, Clinical Lab 2.0, Executive War College, HLTH/VIVE

JOURNAL ARTICLES AND WHITE PAPERS:

Romero, L (2021). Contributing author to Siemens Healthineers response to the European Commission’s Plan on Lung Cancer Initiative

Romero, L. (2020). Digital Health: Enabling the post-COVID-19 transition in imaging.

Romero, L. (2020). Digital Health: Enabling the post-COVID-19 transition in cancer care.

Romero, L. (2020). Telehealth and clinical decision support: Ideal synergy for patient-clinical engagement.

Romero, L. (2018). Sustaining the business of lab testing beyond PAMA & reimbursement cuts. Medical Laboratory Observer (MLO), 50 (2), 40.

Romero, L. (2017). Navigating the highways of PAMA, lab test utilization, and fee-for-value. (Siemens White-Paper)

Romero, L. (2016). Diabetes: The current state of affairs from a population management view. Medical Laboratory Observer (MLO), 48 (8), 12-20.

Romero, L. (2016a). Laboratory testing reimbursement: Rescue me! (Siemens White-Paper)

Romero, L. Siemens. (2016b). PAMA survival 101.

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