Leana Wood
Senior Vice President, Global Strategic Accounts
Expertise:
Leana has been a strategic advisor and partner to leading specialty pharmaceutical companies for more than 20 years.
Her expertise spans an array of areas, including commercialization strategy, product strategy, promotional plan development, and execution of professional and consumer marketing plans. Leana has authored numerous articles and presented at industry conferences on key strategic issues facing the pharmaceutical and biotechnology industries.
Leana has shared her insight at conferences and in leading publications and industry trade journals, including Newsweek, AdWeek, DTC Perspectives, Pharmaceutical Executive, Med Ad News, and PM360.
DTC Perspectives recognized Leana as a Top 25 Marketer. She holds an MBA from DePaul University and a BS from Indiana University.
Articles by Leana Wood
Balancing the Portfolio: How Extending Mature Brands’ Success Can Replenish Costs Invested In Launching New Products
The traditional mindset toward established brands in the pharmaceutical industry has largely been to let focus fade from them and shift entirely to developing and launching new products. With emphasis placed almost exclusively on new product launches, mature brands are essentially starved of any resources to keep them healthy and vital, even if they are still generating hundreds of millions of dollars in revenue. Declaring mature brands lifeless well before their time is one of the most common mistakes manufacturers make. While a decline in revenue is inevitable for established brands as loss of exclusivity (LOE) approaches, incremental investments can greatly decrease that decline and yield significant returns. Companies should […]
Asset Optimization: Breathe New Life Into Mature Brands with EVERSANA REIGNITE™
Maximizing revenue potential throughout products’ entire lifecycles before they reach loss of exclusivity (LOE) is the most impactful return on investment manufacturers can make for their established brands. While many companies figuratively put their mature brands out to pasture to invest more in new products, they ignore the significant revenue still to be gained from a loyal base of patients, physician advocates and overall brand awareness. These products tend to be highly promotionally responsive at this point in their lifecycle, and their revenue can be leveraged to replenish investments into new brands that often take years to see prosperity. By looking at asset optimization across different confounding variables, achieving ample […]
A New Era in Point-of-Care Marketing
EVERSANA ENGAGE’s Leana Wood shares insight in PM360 on where she has seen the biggest impact in point of care marketing and the programs that resonate with target audiences. “Point-of-care marketing has a bright and growing future,” said Leana, adding “It is inherently effective because it reaches the consumer right at the decision point of treatment. Awareness, impressions, and general interaction are fine, but it’s further up the funnel. Patients who have seen advertising at the physician’s office are 84% more likely to discuss this content with their physicians, and 77% more likely to discuss it with a friend or relative. Clients want to see metrics aligned with revenue objectives and […]
Patients at the Center of Safe and Effective Therapy
First, do no harm. This phrase is synonymous with the Hippocratic oath, the oldest reference to ethics in Western medicine, and it highlights what is generally considered most important in a physician’s medical practice. Help if you can, but not at the risk of further injury to the patient. The spirit of this oath carries over into the development and marketing of pharmaceutical treatments and is upheld by policies and guidance from the FDA. The clinical trial process, fair balance, and the FDA’s MedWatch program are all examples of this ethos in practice. At EVERSANA, we strive to include patient, caregiver, and HCP stakeholders in the development of all marketing […]