Dirk Bernhardt
Market Access und Kommerzialisierung von Arzneimitteln
Persönliche Daten
English (Fließend)
Deutsch (Fließend)
Zur Person
Beschreibung
Anlagen
Dirk Bernhardt, PhD MBA
Thomastr. 10 • 85436 Erding, Germany • Mobile +49 172 85 110 17 • [email protected]
(58 Jahre, verheiratet, 3 Kinder)
Objectives
➢ Obtain leadership position with emphasis on commercialization of innovative products with an
organization where experience in the marketplace is valued
➢ Emphasis on international-oriented company with a promising pipeline
Profile
Senior marketing and business development leader with over 25 years of experience in the pharma-
ceutical and biotech industry, possessing executive experience and comprehensive insights into the
complex environment of pharmaceuticals including sale of specialty pharmaceuticals into competitive
markets. Skilled in identifying business opportunities, providing market access knowledge, creating
strategic and tactical directions and possessing the ability to implement result-oriented marketing
operations.
Experienced in combining business driven objectives with in-depth health care market insights to inform
business decisions, such as product-related preconditions for the integration of innovative products into
standard-of-care treatment algorithms. More than ten years of experience in supervising day-to-day
operations of cross-functional teams in marketing and business development.
Recognized by management as well as peers as a mindful leader, strategic thinker and trusted partner,
who also inspires and motivates coworkers to reach ambitious goals.
Quickly adapts to increased responsibility and new business environments and demonstrates hands-on
abilities and outstanding interpersonal skills.
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M
iles
tones
of
P
rof
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s
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De
v
elopment,
R
oles
and Contributions
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Summary
of co
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buti
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durin
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diff
erent
engagement
s
1.
evaluat
ed
na
tl a
nd
int
er
na
tl
m
ar
ket
s fo
r
inn
ovat
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pr
od
ucts
to
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fine
w
ind
ow
of
op
po
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2.
d
evelope
d/
im
plem
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ta
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m
ar
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plan
s i
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acc
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w
ith
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relevant
m
ar
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diti
on
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3.
w
ell
ver
sed
in
pr
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lau
nch
rea
dine
ss
an
d
com
m
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ci
ali
sat
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of
inn
ovat
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pr
od
ucts
4.
m
an
ag
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sales &
m
ar
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ing
b
ud
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ts
of
up
to
20
0
mi
o€
5.
w
ell
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cc
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up
pli
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s
Dirk Bernhardt, PhD MBA
Thomastr. 10 • 85436 Erding, Germany • Mobile +49 172 85 110 17 • [email protected]
- 1 -
Key Achievements
• Marketing - Demonstrated ability to successfully identify strategic marketing goals, developed
thorough and reliable marketing plans, tailored positioning and branding of products in need of
explanation with accompanying medical-scientific communication
o
In pre-approval, product launch and mature brand settings
o
Balancing business needs and market access requirements such as innovative pricing concepts
• Business Development - Accustomed to defining target markets, identifying business opportunities,
and develop effective access strategies to reach bottom-line profitability; conversant with establishing
and maintaining of professional networks in various national and international contexts; proficient in
working at the junction of science, clinical development, medical, and regulatory affairs
• Market Access
– Guided product commercialization with consideration of market access conditions
for registration and reimbursement of medicinal products and medical devices; well versed in the
evaluation of data from clinical studies and comparative effectiveness; knowledge of international
health policies and measures of evidence-based medicine
Experienced at building powerful and long-term working relationships with various of clientele such as
professionals in health care, responsible authorities for reimbursement and pharmaceutical industry
Professional Experience
Business consultancy
(interim management & freelance projects)
Germany
08/2015 - today
Decon-X International SA (Norway)
Hospital hygiene/infectious diseases
• Assessed competitive market as to inform USP and the value added of the innovation
• Initiated KOL mapping and subsequent customer acquisition activities
• Compiled dossier including recommendations for launch and product roll out
Orgenesis Inc. (USA)
Hematology (CAR-T cells)
• Evaluated preliminary clinical added value vs. existing therapies in hematology and oncology
• Assessed market potential for CAR-T cell-based therapies in DACH countries
• Provided guidance regarding reimbursement by the German SHI
Nanobiotix SA (France)
Oncology (immune oncology)
• Led launch readiness preparation including brand development and positioning for three cancer
conditions such as inoperable Head & Neck Cancer, Liver Cancer and Sarcoma, based on
o
primary market research with providers in EU5 countries
o
examination and feedback from patient journey and advocacy groups
’ input
o
systematic literature review and retrospective clinical data assessments in EU5 countries
• Provided business plan for NBTX3 and product-forecast based on EU5 market analysis of
provider potentials
• Implemented medical affairs strategy and various activities with major KOLs in the US and EU
Headroom Life Science (Norway)
AI for Emergency Care
• Conducted market research to inform application for EU funding
• Mentor of enterprise to provide guidance for way into the German market
Ably SA (Norway)
SMART hospital bed technology
• Assessed added value of technology for decubitus prevention
• Determined market potential based on incidence by ICD-10 and OPS
Dirk Bernhardt, PhD MBA
Thomastr. 10 • 85436 Erding, Germany • Mobile +49 172 85 110 17 • [email protected]
- 2 -
Biolitec Pharma Ltd.
Jena/Dublin
Director Marketing & Sales
07/2013
– 07/2015
Development, coordination, and implementation of marketing & sales related activities to achieve com-
mercial turn-around of Foscan
®
-based photodynamic therapy for rare Cholangiocarcinoma and Head and
Neck Cancer; identification, evaluation, and selection of commercial opportunities for a third-generation
photosensitizer worldwide.
Supervised a team of 4 key account managers in charge to increase market penetration in the different
territories of Europe.
• Increased sales by 15% over last year
• Accomplished filing of applications for reimbursement by the German statutory health insure (NUB
application), benefit assessment and prolongation of product registration in France and Belgium
• Established sustainable medical liaison with European decision makers in the relevant disease area
Wilex AG
Munich
Director Marketing
08/2008
– 06/2013
In cooperation
with Wilex’ licensees provided direction for the commercial development of Wilex’ leading
therapeutic product candidates Rencarex
®
, Redectane
®
, and Mesupron
®
in their respective indications
worldwide (kidney-, breast cancer), i.e. definition of USP and implementation of tailored (pre-) marketing
strategies across different customer segments. As member of the Wilex steering committee established
interface management of the Wilex business partners and as an assigned member of the Global Brand
Team at IBA Molecular North America provided input for the preparation of US launch of Redectane
®
.
• Supervised authoring of medical information of the Wilex product portfolio, i.e. product monograph,
promotional material
• Implemented activities to raise awareness and interest in the Wilex product portfolio in the context of
personalized medicine in urologic-oncology, pancreatic and breast cancer
• Led business development activities regarding licensee acquisition and due diligence preparation
• Provided marketing plan and launch readiness for EU5 roll-out of Rencarex
®
Oncogene Science Inc.,
a fully owned subsidiary of Wilex AG
Cambridge / USA
Coordinated relaunch and actively participated in marketing and
sales activities of HER2/neu ELISA companion diagnostic kit
12/2011
– 06/2013
• Developed relaunch strategy with increasing sales targets
• Expanded market coverage by contracting with new distributors and label expansion
• Supervised preparation, presentations of 4 scientific posters at 4 major conferences within 6 months
IBA Molecular North America Inc.
Washington D.C. / USA
For Wilex’ prime licensee initiated organizational build-up,
USA-based medical affairs and start of pre-approval marketing of Redectane
®
10/2009
– 12/2010
• Provided training on product and disease environment to the US marketing & sales organization
• Coordinated market access strategy incl. coding, coverage, and reimbursement path for product
• Presented at CMS and private payer organizations to set stage for future negotiations with regulators
• Served as consultant for 7 local project-associated marketers and specialists
Dirk Bernhardt, PhD MBA
Thomastr. 10 • 85436 Erding, Germany • Mobile +49 172 85 110 17 • [email protected]
- 3 -
Ebewe
(a subsidiary of SANDOZ)
Salzburg / Austria
Head of Portfolio Management &
Product Management Special Pharmaceuticals
08/07 - 07/08
Led marketing department and supervised annual oncology sales budget of 200 million Euro. Shaped
internal processes to accommodate further product launches in the context of the portfolio strategy:
• Developed/implemented dosage and route of administration based USP and marketing messages for
generic parenteral cytostatic drugs
• Introduced principles of portfolio management for evaluation of new product candidates, managed
interface with pharmaceutical-, process-, and regulatory development
• Supervised a team of 5 members to manage worldwide marketing services for sales force, including
definition of USP of branded generics and decrease of go-to-market time
• Supervised timely launch of two generic products prior to
the originator’s patent expiration
Nycomed GmbH
(member of the Takeda group)
Munich
Head of Business Intelligence
08/05 - 08/07
Assisted in the implementation of marketing & sales processes established by best-in-class
pharmaceutical companies, such as launch strategies for highly competitive markets:
• Applied methods of primary market research to inform product branding and product USPs
• Concept/implementation of systematic competitive intelligence
reporting’s tailored to product-needs
• Initiated market research studies for product branding and determination of brand end user prices
• Internal counsel for product managers to prepare for and conduct three launches in highly competitive
markets of antithrombotic therapy, osteoporosis, and break-through pain treatment
Novartis GmbH
Nürnberg
Internal Consultant Marketing & Sales Information Management
06/05 - 07/05
Amgen GmbH
Munich
Sales/Business Administration Manager
04/00 - 10/04
Marketing Research Manager
04/96 - 03/00
Sales Representative
04/92 - 03/96
Dirk Bernhardt, PhD MBA
Thomastr. 10 • 85436 Erding, Germany • Mobile +49 172 85 110 17 • [email protected]
- 4 -
Education
MBA-program, FOM University of Applied Sciences for Economics and Management, Munich
Doctoral thesis at the Institute of Microbiology at the University of Hannover
Scholarship at Northeastern University in Boston
Academic studies in Biology at the Universities of Braunschweig and Hannover
Professional Development
Health Technology Training Program, International Society for Pharmacoeconomic and Outcomes Research
Licensing and Business Development, PLC Deutschland (Society of Pharmaceutical License Managers)
“Systemic Coaching in the Organizational Area”; Institute for Systemic Consulting
Compact training course Project Manager, LearnAct! Corporate Development
Corporate Controlling Planning and Controlling, Chamber of Industry & Commerce
Ethical Pharma Marketing and Pharma Product Management, Forum Institute
Distance learning course for diploma as Marketing Specialist, AFW Business Academy Bad Harzburg
GmbH
Publications and Presentations
Neumann, R., D. Bernhardt and W. Carney. “Clinical Relevance of Circulating HER-2 in HER-2 Negative Breast
Cancer patients.” In 13
th
St. Gallen Breast Cancer Conference Primary Therapy of Early Breast Cancer.
St. Gallen, Switzerland, March 14-16, 2013.
Neumann, R., D. Bernhardt and W.
Carney. “Serum HER-2 Levels as a Predictor of Prognosis and Clinical Outcome
in Metastatic Breast Cancer (MBC) Patients Treated with Trastuzumab-
based Therapies.” (#215) In 5
th
IMPACT
Breast Cancer Conference. Brussels, Belgium, May 02-04, 2013.
Carney, W.
, R. Thiel and D. Bernhardt. “A Bayesian Meta-analysis of the Prognostic Value of Circulating HER-2/neu
Levels in Breast Cancer (BC) Patients.” (#643) In American Society of Clinical Oncology 2013 Conference.
Chicago, IL, May 31-June 4, 2013.
Neumann, R., D. Bernhardt and W. Carney.
“Klinische Bedeutung des HER-2 Nachweises im Serum von Brustkrebs-
patienten: eine aktuelle Literaturübersicht.“ (#PO44) In 33. Jahrestagung der Deutschen Gesellschaft für
Senologie e.V. Munich, Germany, June 27-27, 2013.
Carney, Walter P., Dirk B
ernhardt and Bharat Jasani. “Circulating HER2 Extracellular Domain: A Specific and
Quantitative Biomarker of Prognostic Value in All Breast Cancer Patients?” Biomarkers in Cancer 12
(August 2013): 31-39.
BIO-Europe 2017, (Berlin, 6-8 November 2017), moderation of two events, i.e.
Therapeutic Track “Immune-
Oncology” and “Company Presentations”
BIO-Europe 2019, (Hamburg, 11-13 November 2019),
moderation of three events, i.e. Therapeutic Track “Immune-
Oncology” and “Company Presentations”
“Product benefit assessment in the context of economic efficiency and regulation in the healthcare market,” PLCD
Spring Meeting, Hamburg 17. - 18.05.2018.
“Introduction of innovative health care technologies in the statutory health services in Germany“, In Erstattung von
Medizinprodukten im deutschen Gesundheitssystem, Fachtagung Forum Medtech & Pharma, Berlin 18.09.2018
“Basics of refinancing and reimbursement in German health care services,“ In Start-Ups in der Medizintechnik:
Besonderheiten und Fallbeispiele, Fachtagung Forum Medtech & Pharma, München 17.07.2019
Affiliation
Alumni Institut für systemische Beratung, Wiesloch
Health Care Bayern e.V., Munich
BIO Deutschland e.V., Berlin
Deutsche Fachgesellschaft für Market Access e.V., Berlin
Forum MedTech Pharma e.V., Nürnberg
Pharma Lizenz Club Deutschland e.V., Bonn