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Medical Device Marketing Director in Boston MA Resume Ken Kiyama

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Medical Device Marketing Director in Boston MA Resume Ken Kiyama Powered By Docstoc
					Ken K. Kiyama                                                                                                                                         1 of 3
Brookline, MA 02446                                                        617.264.0408 (H) | 213.453.8502 (M) | TREEMOUNTAIN@MSN.COM (E)

RESUME SUMMARY
Insightful, Results-Driven Medical Devices and Healthcare Technology Marketing Leader with successful
track record in a wide range of products and services in multiple therapeutic categories. Proven ability to develop
strong credibility with Product Development, Sales, Clinical and Customer stakeholders, and to become a
knowledgeable, articulate expert and leader to drive business results. MBA from Harvard Business School and
BS Engineering from Stanford University.
Exceptionally Diverse Experience Across Healthcare
    Medical Devices                  Specialty Pharmacy Services                                                  Healthcare       IT
       » Capital Equipment            PET | CT | Nuclear Medicine | MR                                             Cardiovascular
       » Class II Disposables         Anesthesia | OR | Critical Care                                              Oncology
    Patient Monitoring               Interventional Radiology                                                     Respiratory       Care
Core Personal Strengths:
    Proven ability to integrate technical, clinical, business and operational issues into successful product,
     marketing, and business plans.
    Effective leadership, team development, and cross-functional collaboration skills across organizational and
     cultural boundaries.
    Strategic insight and perspective, combined with tactical creativity and pragmatic execution capabilities.
    Exceptional analytical and communications skills.


EMPLOYMENT HISTORY
Recombinant Data Corp. (Newton, MA): A privately-held company (approximately 80 employees) providing
strategic consulting, software development services, clinical data warehousing and analytic solutions for
Academic Medical Centers, healthcare provider organizations and pharma/biotech companies.
Director of Marketing .............................................................................................................................2010 – 2011
   Creation of software support and maintenance service programs to leverage company expertise, build
    recurring revenue streams, and improve profitability.
   Creating content to articulate corporate thought leadership and expertise in clinical research informatics.
   Planning and executing marketing events, including annual tradeshow programs and the company’s first Client
    Symposium with attendees representing more than half of the company’s client organizations.

Healthcare Technology | Medical Devices Marketing Consultant (Boston, MA): ........................... 2008 – 2012
Independent marketing consultant in the healthcare industry. Representative projects include:
   Development of a Sales Enablement Kit for a social network analytics company targeting healthcare payers to
    use social influence relationships to improve the cost-effectiveness of wellness programs for consumers and
    employee groups.
   Analysis and change recommendations for marketing and sales strategy for an independent provider of
    commercial blood-banking and therapeutic apheresis services;
   Creating and executing a social media DTC product marketing strategy for a Class I respiratory device;
   Marketing, public relations and sponsor support services for a Healthcare Reform symposium that attracted
    over 600 attendees from the greater Boston healthcare, life sciences and medical device community.

NorthPoint Domain, Inc. (Boston, MA): A privately held company (approximately 30 employees) providing
SaaS web technology, content and implementation consulting services to physicians and institutions in
cardiovascular, interventional radiology, neurology and urology. Departed due to corporate financing issues.
Director of Marketing............................................................................................................................. 2007 – 2008
   Repositioned the company’s healthcare IT solution, resulting in the two largest customer contracts in company
    history ($400-500K vs. previous $35-45K per client average) shortly after re-introduction.
   Developed product plans for a new data-driven offering and a roadmap of product suite updates, leading a
    cross-functional team to gather and integrate voice-of-the-customer and internal perspectives into the planning
    process.
Ken K. Kiyama                                                                                                                          2 of 3
Brookline, MA 02446                                                617.264.0408 (H) | 213.453.8502 (M) | TREEMOUNTAIN@MSN.COM (E)

   Created new sales outreach programs by revising corporate CRM implementation, designing a new online
    newsletter campaign, and developing case study white papers with a stronger thought-leadership focus.
   Led an inter-company team to plan implementation of the first channel marketing and distribution agreement in
    company history, creating co-marketing plans, documenting requirements and procedures for supporting an
    expanded customer base, and coordinating joint client service operations.

Minrad International Inc. (Orchard Park, NY): A developer, manufacturer and world-wide marketer of surgical
navigation medical device technology, and of volatile anesthetic pharmaceuticals (approximately $15 million
annual revenues). Departed due to corporate financing issues.
Vice President of Marketing – Medical Devices | Anesthetics .......................................................... 2006 – 2007
   Re-targeted launch strategy to generate a 400% increase in lead generation and sales activity for an
    innovative navigation system combining capital equipment and disposables for minimally invasive orthopedic
    and neurosurgery procedures. Key tactical elements included revised clinical selling strategy, enhanced
    clinical and sales training, and updated marketing communications programs.
   Developed and implemented sales and clinical training for direct sales organization launching a major
    anesthesia pharmaceutical product in the U.S., and marketing through a network of international distributors.

The Cancer Institute Medical Group, now the Angeles Clinic and Research Institute (Los Angeles, CA): A
leading medical oncology practice, offering state-of-the-art diagnostic, therapy and clinical trial services. Recruited
to develop a new imaging center, and to create and operationalize a time-share physician ownership practice
model as the basis of an entrepreneurial business venture. Departed to return to industry following a decision by
the physician-owners to focus solely on traditional medical practice operations.
Director of Market Planning and Analysis ......................................................................................... 2003 – 2006
   Opened a highly successful oncology-focused outpatient imaging center, providing operational management,
    and creating detailed financial models and reimbursement analysis for diagnostic imaging, oncology and
    infusion therapy procedures.
   Drove significant operational improvements for patients, physicians and staff by planning and implementing an
    innovative Radiology Information System. Created requirements documentation, supervised development of
    new IT functionalities, planned legacy systems integration and user training, and conducted all go-live
    implementation and system trouble-shooting.
   Devised and implemented a unique time-sharing physician practice model for imaging and treatment services,
    based on my creation and implementation of new operating and documentation procedures to comply with
    complex state and federal legal/regulatory requirements.

Masimo Corporation (Irvine, CA), a pioneer in state-of-the-art patient monitoring technologies, and Quartz
Medical Inc. (Louisville, CO), a privately held start-up manufacturing and marketing patient monitoring medical
devices in the U.S. and internationally. Recruited as the first product marketing professional for Masimo’s
commercialization of its new pulse oximetry technology via OEM partnerships in Anesthesia, NICU, Respiratory,
and alternate site care. Co-founded Quartz Medical to pursue new ICU and Respiratory product opportunities
using licensed Masimo technology; company liquidated due to unavailability of financing.
Director of Business Development & Marketing (Masimo) .......................................................................... 1998
Vice President of Marketing & Business Development – Medical Devices (Quartz) ..................... 1998 – 2001
   Negotiated and managed OEM relationships with Masimo medical devices licensees in the U.S., Japan and
    Europe, coordinating technology integration projects with licensee engineering organizations, and supporting
    the first licensee product launches.
   Developed medical device product concepts and roadmaps for a key market segment not addressed by
    Masimo corporate strategy, and created detailed product and business plans for a medical device start-up.
   Launched FDA and MDD-cleared medical device products through distributors in the U.S., EU and Pacific Rim
    one year after start-up operations, in a multi-disciplinary senior management role for a startup company.
Ken K. Kiyama                                                                                                                      3 of 3
Brookline, MA 02446                                              617.264.0408 (H) | 213.453.8502 (M) | TREEMOUNTAIN@MSN.COM (E)

Syncor International Corporation (Woodland Hills, CA), The leading U.S. service provider in radioactive
pharmaceuticals for Nuclear Medicine / Positron Emission Tomography (PET) imaging and therapy. Originally
recruited in 1990 to develop Syncor’s marketing capabilities and drive the growth of cardiac imaging products.
Recruited to return to Syncor in 2002 to restore strategic and marketing focus on competitive differentiation, and
develop co-marketing efforts in distributing innovative specialty pharma/biotech products. Position eliminated
when Cardinal Health acquired Syncor in 2002.
Director of Marketing – Specialty Pharmacy Services ................................................................................. 2002
Program Director – Business Development ...................................................................................... 1993 – 1998
Marketing Manager / Senior Marketing Manager – Nuclear Medicine .............................................. 1990 – 1993
   Drove company revenues from $118M to $231M in two years by planning and leading the U.S. launch of the
    most successful product in the history of Nuclear Medicine (Cardiolite®) in partnership with our co-marketing
    partner. Established Syncor as a high-value distribution partner for complex biotech products with the launch
    of a first-in-class oncology therapy (Zevalin®). Led planning and execution of comprehensive go-to-market
    programs for both landmark Nuclear Medicine products, including strategic positioning, clinical sales training,
    and logistical support programs.
   Improved sales productivity with stronger inter-business unit cross selling, and roadmapped new service
    offerings based on a new strategy and value proposition for Syncor, differentiating a diverse array of products
    and services with a unifying theme.
   Established marketing as a pivotal corporate leadership function by building the first product management
    infrastructure in for a highly operationally-driven company with nation-wide scope.
   Developed successful Board of Directors proposals for multiple joint venture, acquisition and other new
    business opportunities, by conducting product, technology, market and financial assessments for a wide range
    of product and service areas.
   Created and implemented an innovative case-study/role-play driven sales training program that provided
    selling and sales management education in complex customer situations, as co-chair of a cross-functional
    leadership team.
   Awarded the first “Marketing Achievement Award” and the second “Chairman’s Award” in company history for
    impact on company success.

BOC Health Care, now part of GE Healthcare (Various U.S. Locations): A leading global manufacturer of
medical devices and equipment for anesthesia, patient monitoring, respiratory care and neonatal intensive care.
Multiple Marketing and Commercial Positions – Medical Devices ................................................... 1983 – 1990
   Developed and launched a new pre-configured patient monitor for anesthesia and ICU applications
    approximately 14 months from fast-track project inception, achieving all strategic, revenue and profitability
    goals in the first 18 months following introduction. Successful product plan resulted in a product exceeding
    expectations by remaining on the global market for over 10 years with minimal design revisions. Provided
    project marketing leadership, created detailed product plans and specifications, conducted voice-of-the-
    customer research, managed FDA 510(k) approval, developed educational and promotional collateral, planned
    and implemented sales and user training, and provided on-site field sales support with key customers.
   Achieved 3-4x productivity increases by transforming U.S. Customer Service / Inside Sales operations, with
    major improvements in service levels, customer satisfaction, and staff morale.
   Led a landmark in-depth competitive analysis of the U.S. anesthesia systems market, identifying key strategic
    insights and operational issues, and leading to a restructuring for the anesthesia business unit.

EDUCATIONAL CREDENTIALS
Harvard University - Harvard Business School (Boston, MA): Masters in Business Administration
Stanford University (Stanford, CA): Bachelor of Science in Industrial Engineering and Engineering
Management

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DOCUMENT INFO
Description: Ken Kiyama is an Insightful, Results-Driven Medical Devices and Healthcare Technology Marketing Leader with successful track record in a wide range of products and services in multiple therapeutic categories. He has proven ability to develop strong credibility with Product Development, Sales, Clinical and Customer stakeholders, and to become a knowledgeable, articulate expert and leader to drive business results.