The SME Team — DECODE

After building successful careers in biopharma, our SMEs are ready to support your business

Carolina Petrini

Ms. Petrini has extensive experience in building and growing businesses and brands at different stages of their life cycle, creating successful commercial strategies based on market assessments, data analytics and consumer behavioral insights. 20 years of experience in commercial strategy and advanced analytics in Health, Life Sciences, Consumer Packaged Goods, Media/Publishing and Hospitality industries:
Pharma/Biotech Commercial Strategy expert
Marketing strategy expert
Product Concept, Launch Readiness, Loss-of-Exclusivity
Health brand development expert – Consumer & Professional
Advanced insights and analytics expert
Board Member
Former Sr. VP of Global Research & Analytics, Sr. VP of Marketing Solutions
Advisor to the start-up firms and the investment community

***About Lida Chu***

Lida Chu is a recognized commercial executive with proven success in the U.S. and Global biotechnology industry, and more than 20 years of experience in designing innovative commercial strategies for pharmaceutical and biotech companies. Lida’s broad experience in key pharmaceutical functional areas includes Marketing, Sales, Access & Reimbursement, Managed Care, Data Analytics, Market Research, Finance, and Law, in broad disease areas with a focus on Oncology over the past ~15 years.
Currently, Lida serves as an advisor to start-up biopharma companies with transformative medicines. Her deep expertise in Health and Life Sciences include core roles in the development of key assets for companies including ADC Therapeutics, Fate Therapeutics, Puma Biotech, Alexion Pharmaceuticals, Sumitovant, Myovant, Urovant.
Prior to starting her consulting career, Lida served as the Executive Director, Global Marketing Lead for Kyprolis®, where she led the global strategy for Kyprolis® and provided commercial input on early Multiple Myeloma assets. Previous to that, she was the Executive Director and U.S. Brand Lead for three of Amgen’s flagship products in Oncology (Neulasta®, Neupogen® and Aranesp®) with $5 Billion in net revenue. During this time, she increased the share of Neulasta Onpro® from 24% to 65% and developed the strategy in preparation for biosimilar entry. Prior to that, Lida was the U.S. Brand Lead for multiple other Oncology products, launched the first oncolytic virus (IMLYGIC®) and exceeded sales goals for these products. In addition, Lida has extensive background in Access and Reimbursement and served as the Reimbursement, Access and Value lead for the Oncology Business Unit at Amgen.

Lida joined Amgen in 1996 where she held multiple roles with increasing responsibility in various functions. Lida was recognized with top awards, including Marketer of The Year, Brand Lead of The Year, Brand Plan of the Year, Amgen’s Hall of Fame Award, Defining Amgen’s Destiny, and Future Leaders Award.

Lida attended the University of California, Los Angeles (UCLA) where she received a B.S. degree in Applied Mathematics and M.S. degree in Biostatistics, both with Magna Cum Laude. She also participated in an Amgen-sponsored executive Business Administration program with UCLA and Finance training program with the University of Southern California (USC).

Following graduate school, Lida worked at UCLA Medical Center and John Wayne Cancer Institute as a Statistician for Clinical Trial studies.

Lida is known for a unique blend of setting and executing commercial strategy and consistently advocating for the good patients. She currently serves as Co-Chair of Board of Directors for the local chapter of Cancer Support Community (CSC) and is passionate about ensuring patients and families have the support they need throughout their treatment journey.

***About Michelle Lerandeau***

Michelle Lerandeau is a pharmaceutical/biotech distribution and commercial operations expert with over 25 years in the biopharma industry. She began her career with McKesson in 1994 where she grew to levels of increasing responsibility. Her last role was Vice President, Retail Strategy where she was responsible for all McKesson’s pharmaceutical and consumer marketing programs for 4,000+ Valu-Rite and Health Mart retail pharmacies, representing $6 billion in annual sales. Prior to this role Michelle was Director of Operations, McKesson OmniLink Business Unit, a first-in-class, on-line prescription processing application that assisted pharmacies in maximizing their prescription drug reimbursement
She was responsible for building Omnilink’s HUB which included a customer experience platform, a customer call center, and an application to track customer questions, issues and satisfaction. Michelle developed a CRM application to facilitate the average one-year sales cycle for nationwide pharmacy chains. OmniLink’s launch was McKesson’s highest priority in 1996.

After McKesson, Michelle was recruited to Genentech where she ultimately led a staff of 200+ individuals in Customer Operations, Distribution, Patient Access and Support, Contract Administration, Government Reporting, Project Management and Channel Inventory Management with an annual budget of over $50 million. In addition, Michelle was the primary Commercial liaison with CMC and Supply Chain and led Genentech’s anti-counterfeiting efforts. In addition to her day-to-day responsibilities, she was the patient access and distribution lead for nine launch teams including Avastin, Tarceva, Lucentis, Xolair, Herceptin Adjuvant therapy, and Rituxan RA. Michelle was also the Commercial organization’s lead for a company-wide SAP implementation. She oversaw the outsourcing of parts of Access Solutions, Genentech’s patient access department, and created a first-in-class channel inventory management system which disrupted the pharmaceutical distribution industry and led to the end of spec buying.

Michelle currently works with emerging biotech companies on distribution, third party logistics and patient access strategies and execution, including market insights, vendor selection, contracting and implementation.

Michelle earned her BA from the University of Idaho and her MA in Health Policy and Law from the University of California, San Francisco. In addition, she has Prosci Change Management and Lean Six Sigma for Healthcare certifications.

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