Seth Cohen
Vice President at Lieberman, Inc.- Claim this Profile
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Bio
Suzanne Newell
I’ve been fortunate to work with on Seth multiple global and US assignments, from pre-launch rare disease to blockbuster CV products. Seth is consistently passionate in his pursuit of well-executed research and honest insights. He is always focused on the true drivers of behavior, and has a nose for when a finding or claim doesn't add up, or seems misplaced. He is equally at home managing established research techniques or championing and evolving innovative methods to get to the heart of an issue. Seth has a strong business head, and in readouts and discussions he always keeps the team focused on the issues and answers that really matter to our customers. More than a research purchaser or synthesizer, Seth is a research leader in the true sense of the word.
Tom Held
Leading a biotech start-up strategic insights function is a very challenging position. Budgets are small, timelines are tight, and most of the time there is no one to delegate to. At HUTCHMED, Seth was able to apply the robust insights framework and mindset that he developed in prior roles (in Large and Mid-Size Pharma), to our unique challenges in rare cancers. He brings the right degree of objectivity to each task, but is always digging for the "why." His work represented the bed-rock of our brand strategy.
Suzanne Newell
I’ve been fortunate to work with on Seth multiple global and US assignments, from pre-launch rare disease to blockbuster CV products. Seth is consistently passionate in his pursuit of well-executed research and honest insights. He is always focused on the true drivers of behavior, and has a nose for when a finding or claim doesn't add up, or seems misplaced. He is equally at home managing established research techniques or championing and evolving innovative methods to get to the heart of an issue. Seth has a strong business head, and in readouts and discussions he always keeps the team focused on the issues and answers that really matter to our customers. More than a research purchaser or synthesizer, Seth is a research leader in the true sense of the word.
Tom Held
Leading a biotech start-up strategic insights function is a very challenging position. Budgets are small, timelines are tight, and most of the time there is no one to delegate to. At HUTCHMED, Seth was able to apply the robust insights framework and mindset that he developed in prior roles (in Large and Mid-Size Pharma), to our unique challenges in rare cancers. He brings the right degree of objectivity to each task, but is always digging for the "why." His work represented the bed-rock of our brand strategy.
Suzanne Newell
I’ve been fortunate to work with on Seth multiple global and US assignments, from pre-launch rare disease to blockbuster CV products. Seth is consistently passionate in his pursuit of well-executed research and honest insights. He is always focused on the true drivers of behavior, and has a nose for when a finding or claim doesn't add up, or seems misplaced. He is equally at home managing established research techniques or championing and evolving innovative methods to get to the heart of an issue. Seth has a strong business head, and in readouts and discussions he always keeps the team focused on the issues and answers that really matter to our customers. More than a research purchaser or synthesizer, Seth is a research leader in the true sense of the word.
Tom Held
Leading a biotech start-up strategic insights function is a very challenging position. Budgets are small, timelines are tight, and most of the time there is no one to delegate to. At HUTCHMED, Seth was able to apply the robust insights framework and mindset that he developed in prior roles (in Large and Mid-Size Pharma), to our unique challenges in rare cancers. He brings the right degree of objectivity to each task, but is always digging for the "why." His work represented the bed-rock of our brand strategy.
Suzanne Newell
I’ve been fortunate to work with on Seth multiple global and US assignments, from pre-launch rare disease to blockbuster CV products. Seth is consistently passionate in his pursuit of well-executed research and honest insights. He is always focused on the true drivers of behavior, and has a nose for when a finding or claim doesn't add up, or seems misplaced. He is equally at home managing established research techniques or championing and evolving innovative methods to get to the heart of an issue. Seth has a strong business head, and in readouts and discussions he always keeps the team focused on the issues and answers that really matter to our customers. More than a research purchaser or synthesizer, Seth is a research leader in the true sense of the word.
Tom Held
Leading a biotech start-up strategic insights function is a very challenging position. Budgets are small, timelines are tight, and most of the time there is no one to delegate to. At HUTCHMED, Seth was able to apply the robust insights framework and mindset that he developed in prior roles (in Large and Mid-Size Pharma), to our unique challenges in rare cancers. He brings the right degree of objectivity to each task, but is always digging for the "why." His work represented the bed-rock of our brand strategy.
Experience
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Lieberman, Inc.
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United States
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Market Research
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1 - 100 Employee
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Vice President
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Oct 2022 - Present
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HUTCHMED
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Hong Kong
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Biotechnology Research
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200 - 300 Employee
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Senior Director, Portfolio Strategic Insights & New Product Planning
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Apr 2021 - Aug 2022
Lead US & EU market research and competitive intelligence function. Support full oncology portfolio, including launch and early pipeline assets. Developed launch strategy approach that leveraged integrated insights across primary market research, secondary analytics, competitive intelligence, and syndicated sources to form a brand vision and strategic imperatives based in external market understandingLed, with VP - Marketing, commercial evaluation of pipeline assets. Included development of market backgrounds, disease landscapes and early forecasts in NET, mCRC, NHL and other rare tumor typesBuilt internal US & EU insights library, including key information from Clarivate (DRG), EvaluatePharma, CancerMPact and UpToDate. Utilized all sources as critical inputs into launch and early pipeline forecast models.
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Novartis Oncology
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Switzerland
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Pharmaceutical Manufacturing
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700 & Above Employee
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Director - Strategic Insights & Analytics - New Products
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Jul 2019 - Apr 2021
Led insights and analytics for launch brand in MDS/AML as well as all hematology pipeline products. Collaborated with global, medical and development colleagues to bring market research insights earlier into clinical development programs. Goal is to provide a stronger market understanding within drug development process.Managed U.S. Strategic Insights team. Responsible for all aspects of team management for six full-time employees.Created insights synthesis leveraging market research, analytics, medical ad-board and clinical development information that provided organization clear category understanding. Utilized synthesis to lead U.S. & Global commercial & medical workshop to develop strategic pillars for launch brand.
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Novartis
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Switzerland
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Pharmaceutical Manufacturing
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700 & Above Employee
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Head - U.S. Pharma Business Insights
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Oct 2018 - Jul 2019
Led business insights team consisting of five full-time employees with responsibility across all Pharma business units
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Business Insights Lead - Cardiovascular
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Jul 2017 - Jul 2019
Uncovered strategic opportunity leading to global shift in brand positioning and overarching business approach on brand growth drivers. Since implementation, new-to-brand prescriptions have increased over 20%.Led Global insights analysis of primary research and secondary data, guided strategic decision making for future launch indication.Led development of 2019 integrated product strategy including creation of analysis of integrated patient journey to pinpoint brand opportunity, heading commercial and medical integrated team on creation of strategic imperatives and collaborating with commercial team to ensure brand efforts directly affected strategic direction.Uncovered new market insight that led to understanding of reasons behind challenges of current brand performance. Influenced team of need to change marketing and sales approach for brand across all HCP & Patient communications with all recommendations successfully implemented by January 2018.Overhauled all KPI based market research to focus on measures that matter to brand performance. Changes have saved organization over $250k in market research.
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Shionogi Inc. (U.S.)
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United States
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Pharmaceutical Manufacturing
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300 - 400 Employee
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Director, Market Research
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Mar 2016 - Jul 2017
Head U.S. market research team covering all therapeutic areas across women’s health, chronic pain, anti-infectives and new products.Led effort to overhaul insights platform for chronic pain launch product, including uncovering of a previously undiscovered insight on drivers behind HCP and patient behavior. Efforts led to a strategic shift in brand positioning, creative and launch strategy.Directed effort to understand how to successfully launch new hospital anti-infective utilizing an innovative sales force structure.
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Bayer
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Chemical Manufacturing
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700 & Above Employee
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Associate Director - Cardiopulmonology New Products Insights
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Apr 2015 - Mar 2016
Led all primary research & secondary analytics for three Phase III molecules. Developed insights and analytics plans for all brands, strengthened how insights are incorporated into brand planning process and conducted several primary and secondary analyses to direct brand and organizational strategy. Led all primary research & secondary analytics for three Phase III molecules. Developed insights and analytics plans for all brands, strengthened how insights are incorporated into brand planning process and conducted several primary and secondary analyses to direct brand and organizational strategy.
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Novartis
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Switzerland
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Pharmaceutical Manufacturing
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700 & Above Employee
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Associate Director - Integrated Insights & Analytics - Basal Cell Carcinoma
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Oct 2014 - Mar 2015
-- Lead all primary market research & analytics for new product for treatment of advanced basal cell carcinoma including foundational understanding, brand positioning & message development, forecasting, targeting and business performance measurement.
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Associate Director - Brand Insights Lead - Gilenya
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Feb 2012 - Oct 2014
-- Responsible for insights for physicians, other healthcare professionals, and competitive strategy.-- Utilized social media to understand how patients connect with one another throughout the patient journey-- Spearheaded the U.S. measurement approach for content development research and performance tracking for the U.S. iPad initiative.-- Identified several innovative research suppliers with expertise in assessing the usability, user experience, and user engagement of content created for the iPad.
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Brand Insights Lead - COPD
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Jun 2011 - Mar 2012
-- Led the insights effort for launch of Arcapta for the treatment of chronic obstructive pulmonary disease (COPD)
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Brand Insights Lead - CV Franchise
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Aug 2010 - Jul 2011
Led the Brand Insight efforts for all brands in the cardiovascular portfolio.
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Sanofi
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France
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Pharmaceutical Manufacturing
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700 & Above Employee
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Manager, Market Research
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Jan 2005 - Jun 2010
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Manager, Data Quality Control
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Jan 2004 - Dec 2004
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Supervisor, Data Quality Control
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Mar 2003 - Dec 2004
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Education
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University of Pittsburgh Katz Graduate School of Business
Master of Business Administration, Management -
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University of Pittsburgh - Joseph M. Katz Graduate School of Business
Master of Science, Management Information Systems -
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Indiana University Bloomington
Bachelor of Science, Marketing & Information Systems
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