Business Development Marketing Manager

David R. Crosbee

Crosbee Group Inc.

Experienced Marketer and Marketing Consultant

Work History & Key Accomplishments

I am a senior marketing/branding professional with 35 plus years of acquired experiences and wisdom within the marketing and business development disciplines. My work involves engagements with large and small pharma companies, healthcare advertising agencies, large professional medical organizations, and in recent years a collection of digital start-ups looking to disrupt their respective markets.

Regardless of business sector, my focus on driving successful brands and businesses rests in the building and nurturing of two fundamental principles… market leverage and competitive insulation. How to build brands that are sound on both dimensions, while motivating and engaging the necessary players to make that happen is at the core of what I do. Marion Merrell Dow- Sales & Marketing

• Managed a sales territory for the company in mid-town Manhattan before being promoted to the home office.

• Member of the marketing team that successfully launched both Nicorette and Nicoderm, first prescription products in the smoking cessation market.

• Led the business development team for the launch of Citrucel, an OTC product that competed directly with the dominant market leader Metamucil. Brand took considerable share from Metamucil and became the number two share brand in the market.

Crosbee Group Inc.

All of the following work was performed under my consulting business Crosbee Group Inc. Pharmaceutical Marketing

• In conjunction with UNC Chappel Hill, developed and launched the Nicoderm Committed Quitters Program, the first computer tailored program to help consumers quit smoking. Program doubled quit rates and eventually received an FDA approved claim to that effect.

• Oversaw the long term visioning process for Glaxo Smith Kline in the smoking cessation market. Developed the vision, new business opportunities, and strategic imperatives to ensure continued market leverage and insulation for their smoking cessation franchise.

• Worked with Glaxo Smith Kline to develop the restless leg syndrome market and provided consulting services for the launch of Requip, a prescription product for RLS, including the development of its direct to consumer campaign. Created working relationships with over 35 support group chapters within the RLS Foundation in order to establish on-going dialogue with sufferers and their support group leaders.

• Developed a support program for the caregivers of patients with Parkinson’s Disease to help Glaxo’s brand Requip differentiate itself vs competition.

• Worked directly with the President of Allergan North America to create and launch the direct to consumer effort for Restasis, a prescription product for chronic dry eye. Managed the advertising agency as well as developed the accelerated dtc launch plan. Post launch of the dtc effort brand went from forty million dollars in sales to over one billion dollars in sales two years ago.

• Additional consulting assignments have been completed in the areas of migraine, overactive bladder, prostate health, dermatology, glaucoma, asthma, osteoporosis, depression and fibromyalgia. Work focus included strategic planning, customer retention, long term visioning, market development, direct to consumer advertising, and medication compliance.

HealthMedia- VP Sales & Marketing

• Served as VP of Marketing and Sales for HealthMedia, a start-up company specializing in the use of computer tailored technology to help consumers manage various conditions and to improve health related behaviors. Company was later sold to Johnson & Johnson for $260 million dollars.

SocialWealth- Marketing Director, DHX Curation Lab for Health Apps

• Provided consulting services to SocialWealth, a company specializing in the use of digital technology to innovate the delivery of health care and the consumer’s healthcare experience.

• Oversight of the DHX Lab, a curation service that reviews and evaluates apps across a number of dimensions for DHX clients. Also have content oversight for the Happtique website which is a boutique of over 600 mHealth apps that have been through the DHX Labs curation process.

Xcertia- Managing Director, Head of Business Development

• Provided management oversight of a newly formed non-profit organization call Xcertia. Xcertia is a collaborative effort of the American Medical Association, the American Heart Association, HIMSS and DHX Group and was created to develop guidelines for mobile health applications. Responsibilities included the execution of the organization’s marketing plan, updating the guidelines and creating the work groups to support that effort along with providing oversight and management for the Board of Directors.

EveryDayRx, Co-Founder and Head of Business Partnerships

• Instrumental in developing the EveyDayRx CareXchange Marketplace. A digital platform created with and for independent community pharmacies looking to shift from a dispensing-centric to care-centric business model. IndividuALLytics- Managing Director, Marketing Manager for New Business

• Helped develop the initial go to marketing plan and investor documents for this start-up company. Company plays in the digital health platform space and we helped them create their patent pending technology that drives care outcomes using it Nof1 based analytic engine and smart communications tool. LarsenKufahl Group- Chief Marketing & Revenue Officer

• Responsible for the marketing of LKG, a consulting firm specializing in helping start- ups and early stage companies develop and navigate their business and growth plan for business success.

Education

Syracuse University, Bachelor’s Degree Political Science 1980 References available upon request.

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