Nur Farhana Muhamad

Achieve Product Budget’s Target

- Develop and execute comprehensive brand plans for top products (4 for Oncology segment & 4 for Pharma Segment), including product positioning, messaging, and promotional strategies.

- Plan and manage product budgets, ensuring targets are met for existing products and driving unbudgeted upside for upcoming launches.

- Develop marketing aids and ensure they align with the brand strategy.

- Collaborate with regulatory team to ensure timely product availability and compliance with regulatory requirements.

Evaluate Future Product Portfolio

- Conduct market research to identify gaps and opportunities for portfolio expansion, assessing the commercial potential of new products.

- Analyze competitive landscapes, customer needs, and emerging therapeutic trends to recommend future product opportunities.

- Engage with key opinion leaders (KOLs), healthcare professionals (HCPs), and stakeholders to understand unmet medical needs and align product development.

- Work with cross-functional teams (sales, regulatory, finance) to assess the viability of new product introductions and contribute to the development of business cases for new products.

- Develop and manage launch plans for new products, ensuring smooth market entry and alignment with company goals.

Sales Force Effectiveness

- Provide strategic direction and marketing materials to the sales team, ensuring they are equipped with the tools and knowledge needed to promote products effectively.

- Design and deliver sales training programs to enhance the understanding of product benefits, key selling points, and market positioning.

- Monitor and analyze sales force effectiveness performance metrics, providing insights and feedback to optimize sales strategies and ensure alignment with product goals.

- Collaborate with the sales teams to organize events, CME sessions, roundtable discussions, and other promotional activities aimed at increasing product visibility and uptake.

Accomplishment

- Championed the commercialization of the new Hepatitis C drug, Ravidasvir in Malaysia from beyond product registration to building invaluable brand equity that is widely used in both government and private healthcare institution.

- Developed strategic relationships with key decision makers that can support formulary and protocol inclusion within targeted institutions. Ravidasvir is now listed in the National Drug Formulary (BlueBook) and included in the Malaysia Consensus Guidelines in Anti-Retroviral Therapy 2022 for the use in HIV-HEP C coinfection patient.

- Drove marketing initiative to increase ravidasvir’s visibility internationally via collaboration with;
• WHO Collaborating Centre for Drug Statistics Methodology to include the ATC Code for Ravidasvir
• University of Liverpool to include Ravidasvir in the HEP Drug Interaction Checker apps.
• MHTC for the “Malaysia as Hepatitis C treatment hub” initiative.

Responsibilities

- Develop annual brand plan, implement competitive marketing strategies, campaigns, advertorial and promotional tactic to drive demand.

- Lead the analysis and reporting for all product portfolio including sales, market share, performance, KPIs, marketing variance, promotion ROI and execution progress.
- Communicate value and position to sales team and develop marketing collaterals to support selling process.
- Generate product and CME presentations and deliver numerous presentations to HCPs.
- Conduct regional and national product training sessions within Institutional setting.
- Work with Inventory Management team in forecasting and monitoring product demands as well as managing short expiry products.
- Lead, interact with, task delegation, and drive consensus among team members in support of key brand initiatives.

Accomplishment
- Initiated and champion an online project management system for New Product Development projects that allows an efficient collaborative effort between different departments. This system has changed the manual form used previously and is able to initiate a project, track progress in real time, online approval and efficient documentation.
- Realigned and reprioritized all the products under new development pipeline based on their potential, market values, competition and loss of patency.
- Expand pipeline products by proposing more than 30 high value and high potential products for in house development.
-Analysed more than 50 business opportunities via business development and collaboration with other companies.
- Involved in strategic thinking for Group’s Ten-Year Direction, analysing in particular- vaccines, oncology and blood products- as value growth portfolios that can contribute to group’s profit.
- Created a new and improved company’s corporate overview presentation that has been used officially during events and meetings with potential business partners.

Responsibilities
- Conduct competitor analyses across all segments of the pharmaceutical industry.

- Analyze market dynamics and trends for the new product pipeline and determine implications for company.

- Assess the markets in which business development activities are situated and
planned.

- To update and recommend changes to the plans and strategy if necessary.