Allen Ehrlich

Medical Device Consultant ◆ Product Launch ◆ Product, Marketing & Sales Expert ◆ Sales, Distribution & Operations

Encinitas, CA

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About

WHAT I DO: Consulting specializing in commercial product marketing, marketing strategy/tactics, sales/sales operations & distribution for companies in the medical device industry. We provide a hands-on, insight driven, results oriented approach for the medical device, diagnostics, & life sciences industries. AREAS OF EXPERTISE: ♦ Global Product Management ♦ Sales & Sales Operations ♦ Go-to-Market Strategy & Launch Execution ♦ Business Development & Channel Distribution ♦ Marketing Strategy & Tactics ♦ Marketing & Business Plans ♦ International Markets ♦ Product Roadmap & Development ♦ Sales Enablement ♦ Reimbursement INDUSTRY EXPERIENCE: ♦ Hospital ♦ Home-care ♦ Long-term Care ♦ Medical Channel Distribution Partners ♦ Respiratory ♦ Surgical Products & Equipment ♦ Wound Care Products ♦ Infection Control ♦ ENT & Plastic Surgery ♦ Digital & Connected Health ♦ IVD Diagnostics ♦ Ophthalmology ♦ Gastroenterology ♦ Diagnostic & Therapeutic WHO WE WORK WITH: CEO, COO, Chief Commercial Officer, VP or SVP of Marketing and Sales of established or start-up Medical Device, Diagnostic & Life Science Companies that have gaps in their organization & need services such as: ♦ New Product Development ♦ Product Portfolio Management ♦ Strategic Global Commercial Marketing ♦ Go to Market Strategies ♦ Business Development & Channel Distribution ♦ Global Product Management MY BACKGROUND: My passion is commercializing & marketing products, understanding Voice of Customer, working with Key Opinion Leaders & leading sales/marketing processes. Having managed product lines with sales of over $250 Million & launched over 60 new products driving four brands to #1 market share, I know my years of experience in the industry can make all the difference for your business. On a personal note, I enjoy spending time with family, travel, love sports & outdoor activities. I belong to several business-related organizations & believe in paying it forward and serving my community. CONTACT INFO: ☎ 760-467-7737 ✍ allen@ehrlichconsultinggroup.com SPECIALTIES: Marketing strategy and tactics, global product management and development, product launch, marketing communications, digital marketing, e-commerce, pricing, positioning, market and competitive analysis, launch tactics, sales operations, technology enablement, sales incentive, business process improvement, distribution, international (Europe, Australia, Asia-Pacific, Latin America), financial analysis, developing and leading teams, team building, communication, hiring talent, prioritizing resources and decision making.

Ask me about
Medical Devices
Marketing
Product Management
Distribution
Sales Operations
Product Launch
Market Access
Launch Execution
Channel Distribution
International Markets
Reimbursement
Medical Channel Distribution Partners
Surgical Products & Equipment
Wound Care Products
Respiratory
Anesthesia
Home Care
Hospital
Gastroenterology
Work experience

Jan 2014 - Present

Logic Ventures

Partner

Founding Partner, led successful exit of the company's products (aersosol medication delivery devices) to Flexicare Limited, a global manufacturer and supplier of medical devices having an international presence in over 105 countries.

Oct 2012 - Present

Ehrlich Consulting Group, Inc.

Principal

WHAT I DO: Strategic & tactical commercial business adviser to medical device, diagnostic and life-science companies. Specialization includes: commercial product marketing, marketing strategy/tactics, sales/sales operations & distribution for companies in the medical device, diagnostic & life-science companies. AREAS OF EXPERTISE: ♦ Global Product Management ♦ Sales & Sales Operations ♦ Go-to-Market Strategy & Launch Execution ♦ Business Development & Channel Distribution ♦ Marketing Strategy & Tactics ♦ Marketing & Business Plans ♦ International Markets ♦ Product Roadmap & Development ♦ Sales Enablement ♦ Reimbursement INDUSTRY EXPERIENCE: ♦ Hospital ♦ Home-care ♦ Long-term Care ♦ Medical Channel Distribution Partners ♦ Respiratory ♦ Surgical Products & Equipment ♦ Wound Care Products ♦ Infection Control ♦ ENT & Plastic Surgery ♦ Digital & Connected Health ♦ IVD Diagnostics ♦ Ophthalmology ♦ Gastroenterology ♦ Diagnostic & Therapeutic WHO WE WORK WITH: CEO, COO, Chief Commercial Officer, VP or SVP of Marketing and Sales of established or start-up Medical Device, Diagnostic & Life Science Companies that have gaps in their organization & need services such as: ♦ New Product Development ♦ Product Portfolio Management ♦ Strategic Global Commercial Marketing ♦ Go to Market Strategies ♦ Business Development & Channel Distribution ♦ Global Product Management SAMPLE PROJECTS INCLUDE: ♦ Performed an assessment of the self-collection STI Testing Market to understand market trends & availability in Retail OTC, Retail Clinics, Internet and Home testing. Provided strategies & recommendations on how to enter the market ♦ Developed a commercial readiness plan launching disruptive technology into the wound care dressing ($200 MM market) and surgical incise drape markets ($130 MM market) to reduce hospital acquired infections (HAIs). CONTACT INFO: ☎ 760-467-7737 ✍ allen@ehrlichconsultinggroup.com

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Jul 2018 - Jun 2019

Cohero Health

Vice President Marketing

• Drive commercialization of our technology by leading marketing, product management, and sales operations. • Launched the BreatheSmart® DTx Direct-to-Consumer (DTC) initiative, which consists of a digital mobile app and Bluetooth connected HeroTracker® sensors that motivate and educate consumers, health care providers (HCPs), and caregivers to adopt behaviors to improve patient outcomes.

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Sep 2017 - Jun 2018

Sommetrics

Senior Vice President and General Manager, Sleep Division

As SVP/GM, responsible for building a franchise for Sommetrics sleep apnea device that will support profitable, commercial sales. Commercialized the sleep apnea device in Canada by signing a distribution agreement with AvantSleep.

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May 2016 - Sep 2017

Sommetrics

Vice President, Acute Care Division

As VP, Acute Care, signed a global distribution agreement with Smiths Medical, Inc. and commercialized aerFree, a non-invasive external airway support for mild to moderate sedation procedures.

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May 2009 - Dec 2012

ResMed Corp.

Director, Sales Operations

ResMed is a global leader in the development, manufacturing and marketing of medical equipment for treating sleep disorder breathing and respiratory diseases. Promoted to high-profile role to expand the Sales Operations team, supporting the scaling and expansion of the sales team in the Americas. Led a team of 14 in San Diego, CA and Kuala Lumpur, Malaysia responsible for driving sales effectiveness, sales enablement, strategy and execution for a 150+ sales team. Key areas included sales operations, programs, analytics, Salesforce.com CRM, SharePoint, internet, e-commerce, analytics, incentives, Runzheimer and benchmarking the best practices of world-class sales operations teams. Built a strong, cohesive team that was highly respected for its ability to employ repeatable processes and solutions.

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Mar 2003 - May 2009

ResMed Corp.

Director, Product Management

ResMed is a global leader in the development, manufacturing and marketing of medical equipment for treating sleep disorder breathing and respiratory diseases. Managed the marketing strategy and tactics for the patient interface (mask) product portfolio for the Americas sleep business (US, Canada and Latin America) increasing revenues to $250 MM in 6 years. Managed a team of four people in product marketing and market research. Earned five President’s Club Awards (2004, 2005, 2007, 2008 and 2009). Awarded ResMed Contributor Award in 2009 for mask team contributions and sales of almost $1 Billion in 6 years.

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Aug 2000 - Mar 2003

Think Outside, Inc.

Director, Product Marketing

Think Outside was an OEM developer of mobile accessory products for handhelds, smartphones and cellular phones before being acquired. Managed global product marketing for the Stowaway Portable Keyboard product, a hardware and software device. Sales generated were $40 MM or 2 MM units sold globally to Palm, Sony, HP, Targus and Fellowes.

Aug 1995 - Aug 2000

Kimberly-Clark Corporation (formerly Safeskin Corp.)

Strategic Marketing Manager/Product Manager (Medical Exam and Surgical Gloves)

Safeskin was a global leader in medical, dental and scientific exam and surgical gloves prior to acquisition by Kimberly-Clark. Led and managed a $170 MM portfolio of medical device examination glove products sold into hospital and alternate sites with annual marketing budget of $1 MM. Launched 14 new products using innovative launch tactics and strategies.

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Aug 1993 - Aug 1995

Kimberly-Clark Corporation

Product Marketing Manager (Surgical Products)

Kimberly-Clark Health Care is a global leader in infection control solutions, surgical solutions, pain management, hygiene solutions and digestive health. Developed and marketed surgical drapes and gowns, developed selling tools, training programs and was a key member of the team responsible for the OR Utilization Review program. Named Kimberly Clark Contributor of the Quarter - 1Q95.

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Aug 1992 - Aug 1993

Kimberly-Clark Corporation

Sales Associate

Kimberly-Clark Health Care is a global leader in infection control solutions, surgical solutions, pain management, hygiene solutions and digestive health. "Carried the Bag" as part of the management development program at K-C selling surgical drapes and gowns, sterilization wrap and infection control protective apparel products.

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Aug 1987 - Aug 1990

Ernst & Young

Senior Accountant

EY is a global leader in assurance, tax, transaction and advisory services. CPA Certified.

Education

1990 - 1992

Kelley School of Business at Indiana University

MBA, Marketing

MBA in Marketing

1983 - 1987

Kelley School of Business at Indiana University

BS, Accounting

BS Accounting and CPA certified

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