Bruce is a recognised expert in oncology, having also experienced life as a cancer patient himself. Twenty six years ago, he was diagnosed with Non-Hodgkins Lymphoma, and was subsequently inspired to train as a nurse. His subsequent experience has given him a unique understanding of the physical and psychological impact of cancer on patients.

From early days working as an oncology nurse at The Royal Marsden Hospitals, Bruce eventually moved into Pharmaceutical Oncology Sales and Marketing and has held highly successful roles for Amgen, Bristol-Myers-Squibb, Roche and Pharmion. He has worked closely with the NHS, Private healthcare and various patient support groups. Since May 2008 he has been working as a freelance consultant and has continued to work for major pharmaceutical companies on high profile products in the field of oncology.

Pharmaceutical Employment

 

Sales and Marketing Manager UK and Ireland
(September 2006 – May 2008)

• Existing sales team and issues management
• Developing marketing activities in the UK and Ireland
• Sales and Marketing teams re-structuring and expansion
• Customer relations and company profile development
• Business plan development
• Forecasting
• Promotional spend management
• Multiple product management
• Launch preparation Thalidomide Pharmion^TM and Vidaza^TM
• MHRA pre-vetting and 
HTA development (SMC, NI, AWSMG)

Marketing Manager UK
(December 2004 to September 2006)

• Full marketing responsibility for Roche’s breast cancer product portfolio including; Herceptin^TM, Xeloda^TM, Bondronat^TM and Avastin^TM
• Building and recruiting full product management resources across the breast cancer 
portfolio
• Launching Herceptin^TM in the adjuvant breast cancer market (first market in the world to do this)
• Developed innovative program to ensure optimal HER2 testing throughout the UK.
• Managing and developing promotional activities behind Xeloda^TM
• Re-vitalising Bondronat^TM performance in a highly competitive market
• Pre-launch preparation for Avastin^TM in breast cancer
• People management challenges
• Pan-European re-branding for Herceptin^TM
• Development and launch of ‘R club’ a new customer focused initiative for Roche

Marketing Manager, UK Oncology
(April 2001 to December 2004)

• Assumed overall responsibility for BMS UK oncology marketing activities which 
included: Taxol^TM Ovarian, Breast and Lung cancers, Uftoral^TM in CRC and Etopophos^TM.
• 4 Direct reports, 3 product Managers and a marketing assistant.
• Developed and led Taxol^TM exclusivity focus group nationally and was part of the 
pan-European core group. Strategic and tactical approaches to maximise revenue 
leading up to (PI threat) and after loss of Taxol^TM exclusivity (generic threat)
• Responsible for the re-branding of Taxol^TM decision and project management.
• Pan-European responsibilities including: Initiation of a pan-European ASCO newsletter, lead responsibility for the pan-European Taxol^TM working group for Ovarian cancer, Co-facilitator and contributor on 7 BMS Marketing Excellence courses run for senior and junior marketers across Europe.
• Within the UK I led a cross therapy focus group developing and integrating Medical Education.
• A challenging period for BMS oncology, this position afforded me a unique end of life cycle experience with Taxol^TM, a major blockbuster oncology product which pioneered many of the innovative marketing initiatives adopted today in the UK. Taxol^TM underwent no less than 6 NICE appraisals boasting the title of first technology to undergo a full NICE appraisal.

 

Market Development Manager – Oncology
(December 1999 to April 2001)

• Product management and market development through clinical trial initiatives
• Pan-European launch team member for Uftoral^TM.
• Prepared and executed UK launch of Uftoral^TM (first BMS market in the world to 
launch this product)
• Product management responsibilities for Taxol^TM and Etopophos^TM launch preparation.
• Led 1999 and 2000 Brand plan and 2000 five year strategic plan for Taxol^TM.
• Member of BMS UK NHS / Government task force. (5 people reviewing implications of 
NHS reforms for BMS across all therapy areas and included NICE technology appraisals).
• 2000 contributed significantly to the successful and first ever full NICE approved 
technology, Taxol^TM.

 

Customer and Market Development Manager – Oncology
(October 1997 to December 1999)

• A new position within BMS, utilising my clinical and marketing background.
• Key product management role with dual aspect to develop customer relations and 
create innovative partnership programs for Taxol^TM in all licensed indications.
• Developed and managed UK launch of Etopophos^TM in ovarian, lung and testicular cancer.
• Drove Taxol^TM political awareness program. Raising Government awareness of Taxol^TM 
data and inconsistencies in funding across the UK.
• Drove Taxol^TM patient support group program aimed at building third party 
endorsement and support for Taxol^TM in light of postcode prescribing.
• Led media and PR programs through agency support for Taxol^TM. Achieving National TV exposure on Channels 4 and 5, ITV and BBC Watchdog Health-check, in addition to 
numerous ‘postcode prescribing’ regional activities.
• Taxol^TM grew 106% on 1997 sales finishing the year in 1998 at 112% against target.
• Developed an RCN / BMS / CRC Nurse communications skills course. Including a role 
as co-facilitator on the courses.
• Assumed full responsibility for UK participation at ASCO 1999.
• Drove EONS Patient education program.
• Wrote and project managed the Taxol^TM educational reconstitution video for nurses and pharmacists.

 

Training Manager – Oncology
(May 1996 to October 1997)

• Designed, created and implemented a BMS specific training course for Oncology sales representatives.
• 11 new members appointed and trained including 2 Managers.
• 5 Module course over 6 months probationary period covering Cancer, Chemotherapy, 
Ovarian, Breast and Lung Cancer. With innovative field work and projects to encourage early integration and 
continued learning on the job.

 

Clinical Support Nurse
(June 1994 to May 1996)

• Developing and delivering high quality educational presentations on various aspects of cancer 
management for nurses and other healthcare professionals throughout the UK
• Responsible for the North East territory of the country including Yorkshire and Trent. 
First experience of working in Pharmaceuticals.

 

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