Start-Ups
•Medical
Devices
High
Growth
•Pharma
Turnaround
•Biotech
50 SW 12th Street | Miami, FL 33130 | 305 677 9944
peterlang@gmail.com | www.linkedin/in/peterlang
► Extensive experience launching and marketing drug therapies
and medical devices and navigating reimbursement protocols in privatized and non-privatized healthcare settings in US, Central America, and Latin America. Achieved and maintained market-leading status for several therapies in record-breaking time.
Expertise in:
 Strategic Business Planning
 Business Development
 Therapy Development
 Market Entry Strategy
 Channel Negotiations
 Reimbursement Planning
 Regulatory Compliance
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Sales Training & Mentoring
Staff Management
► Repeated success crafting long-range business development plans, automating business processes, sourcing top sales talent, and optimizing team performance. Turned around several struggling sales teams by introducing accountability and performance metrics and initiating a cultural shift within the organisation.
► Strong product and industry knowledge with expertise in cardiovascular and gastrointestinal
treatments. Academic background in pharmacology, microbiology and Marketing MBA.
PROFESSIONAL EXPERIENCE
MEDTRONIC | Miami, FL | 2010 to Present
Vascular Therapy Advancement Manager, US & Latin America, 2013 to Present
Commercial Manager, Latin America, 2010 to 2013
► Lead business development activities for inaugural heart valve repair therapy product. Articulated specific value proposition for each country and
Success: Launched 11 evaluated benefits to hospitals in privatized and non-privatized settings.
Sourced and led highly specialized structural heart team. Staff: 11 cardiovascular therapy start-ups and secured a
 Introduced roll-out strategy and hospital incentive plan that leveraged reimbursement dollars of peripheral procedures associated with valve therapy to fund trials, generate profit, and meet clinical trial goals.
$1M financial commitment for each
 Marshalled necessary resources to execute on 150-patient clinical trial and achieve a 100% procedural success rate. Program was recognized by physicians as #1 professional supplier program. center.
 Captured and published clinical data necessary to demonstrate safety and efficacy of procedure and apply for reimbursement.
 Crafted a public relations campaign and symposium to drive awareness of valve therapy to 2,000 thought leaders in the areas of cardiology, heart failure, and cardiothoracic surgery. Generated significant international media buzz including coverage on several prime-time television programs.
 Drove referral pathways including local and cross-border medical tourism programs; currently in discussions with >10 additional treatment centers interested in implementing a valve therapy program.
THERA-VIZE INC.| Miami, FL | 2008 to 2010
Managing Director
► Tapped to create a strategy for the introduction of a Latin American pharmaceutical company into Asia.
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Accelerated market share from 32% to 47% in just 18 months by proposing a detailed direct-to-customer business development/marketing roadmap inclusive of staffing requirements, market shares, and profitability.
Identified pharmaceutical and medical device companies and distributors in Latin America for direct sale into China, Vietnam,
Taiwan, Thailand, and Cambodia markets.
Success: Commercialized innovative intellectual property and propelled business to a top-10 company in the industry with $100M+ in revenues.

STRYKER CORPORATION | Miami, FL | 2006 to 2008
General Manager, Therapy Partnerships
► Hired to manage business objectives and P&L and grow the business through in-licensing and Contract Sales Organization partnerships. Achieved
ISO accreditation in sales, marketing, and regulatory functions in 2007.
Managed principal relationships with Eli Lilly, Pfizer, Ajnomoto Mundi, Meda,
Novartis, Sciclone, Actelion, Emcure, Medreich, Leo, Galderma, and Resmed.
Success: Built company to one of the top 3 pharmaceutical companies in Mexico in
 Identified and won new business resulting in 20% revenue jump by
2007 and 50% increase by 2008. less than 2 years.
 Partnered with the Ministry of Health and physicians to become the first foreign pharmaceutical company to obtain right to invoice for services in Mexico via a unique screening service related to Sleep Apnea.
GUIDANT CORPORATION | Atlanta, GA | 2003 to 2006
Southeast Operations Manager, Cardiac Rhythm Management & Vascular Intervention
► Recruited to drive cultural change and turn around performance of the pacemaker and defibrillator sales team.
 Attained market leader status in 4 out of 6 states with significant market share growth in all states by introducing first sales monitoring and business planning tools and creating inaugural performance metrics and accountability standards.
Success: Reversed negative sales and market share and
 Realised 8% revenue growth in 2003, 29% growth in 2004, and 25% growth in 2005 by developing training to transition sales force from educators and clinicians to true solutions-selling sales professionals. achieved close to $100M in revenue in less than 3 years.
 Accelerated high-end CRT/ICD therapies from 50% to 70% and sales from $55M to $100M by implementing a referral program with strong incentives for sales team.
 Drove market growth by lobbying government officials and securing additional funding for Cardiac
Resynchronisation Therapy.
NOVARTIS PHARMACEUTICALS | East Hanover, NJ | 2000 to 2003
National Sales Manager
► Recruited to transform sales force culture and build team during period of explosive growth. Developed the 5-year marketing plan and oversaw the development, implementation, and evaluation of each portfolio’s operational plans including the setting and achievement of sales and market share objectives and advertising and promotional expenditure. Staff: 100
 Directed launch of 2 new antihypertensive therapies, Heartzipen, one of company’s top 5 therapies, and Predcozine, the top-rated drug in its category since 2002.
 Achieved 43% dollar growth for total products in year one and 40% in year two and increased doctor call rate by 40%. Attracted over 5,000 customers through a seedling trial to prove efficacy and safety and garnered full reimbursement for treatment.
Success: Crafted strategy to achieve company's first leadership position in large market segment.
 Transformed sales force by introducing first formal and measurable standards for performance and implementing a more strategic recruitment and interviewing process.
PFIZER PHARMACEUTICALS | New York NY | 1992 to 1999
Marketing Manager, 1997 to 1999 National Sales Manager, 1996 to 1997
State Sales Manager/Supervisor, 1994 to 1995 Sales Representative, 1992 to 1993
► Held sales and marketing roles in hospital business unit gastrointestinal, and cardiovascular division.
Began career at Inwood Enterprises as Microbiologist in 1991
EDUCATION
RUTGERS UNIVERSITY | New Brunswick, NJ
MBA, Marketing 2000 Bachelor of Science, Pharmacology & Microbiology, 1990
PETER LANG | 305 677 9944 | peterlang@gmail.com | Page 2