1. Alison Kocanda Resume Page 1
ALISON L. KOCANDA
41 N. Fosket Dr.  Palatine, IL 60074  Phone: 847-800-4477  alison@ekompute.com
MANAGED MARKETS LEADER
Cultured Payer Access Marketing Professional with diverse expertise in BioPharma marketplace,both in-line and in-developmentsmall
molecule and specialtyproducts.Respected team leader among both internal/external marketing and cross-functional teams who can effectively
reinforce and build brand images and strategies.Expertin the emerging health care marketplace with real world experience in the areas of
patient, policy, educational,administrative and health care professional markets
AREAS OF EXPERTISE
● Marketing Strategies & Campaigns-Branded,Disease State &
Corporate
● Managed Markets & B2B Value Propositions
● Payer Insights/Segmentation
● Small Molecule & Specialty Product Market Preparedness,
Positioning & Branding – Inline & Pipeline
● B2B Contracting Strategy
● ReimbursementStrategy Development,Resource Development
& Implementation
● HUB Assessment,Development,Implementation,Maintenance
● Chronic Disease Management& Case ManagementProgramming
● New Product Launch
● Health Policy – Quality Metrics
● Emerging Health Care Delivery Models – ACOs, PCMH,
Clinical Integration
● Trade Strategy Development& Implementation
● Co-promote Process Development,TalentAlignment,Strategy
Execution
● Sales Force Coverage & Access Training/Resource Development
& Pull Through
PROFESSIONAL EXPERIENCE
SHIRE PHARMACEUTICALS (Formerly BAXALTA INC./BAXTER INTERNATIONAL) 2013 – Present
Director, 3/2016 – Present,Group MarketingManager,5/2015 to 3/2016
Selected by senior leadership for lead role responsible for the payer/channel launch plan and implementation for ADYNOVATE, i ncluding value
proposition development,pricing & contracting,HUB development,CoPay& Interim Drug program development,marketre search,and
implementation,training & pull through with 6 field facing units
Selected Accomplishments:
● Developed & managed payer/channel strategyfor hemophilia portfolio (6 products) resulting in >90% unconstrained coverage su pporting
robustgross to net ratio & portfolio sales of$1.5B
● Participated in global strategy developmentfor contracting preparedness,identifying unique levers and signposts relevantfo r US marketto
thwart competitive entrants and grow FVIII portfolio by 6%
● Developed & implemented payer partnership strategyfocused on components oftriple aim,prioritizing collaboration between payers &
HCPs through education,data sharing & standardized outcome development;resulted in HCPs re-gaining in-network status with US
payers, including several oftop 10
● Initiated and led the development,implementation and pull through ofa comprehensive insurance supportplatform geared towar ds
patients/caregivers with hemophilia and their HCPs including developmentofover 30 resources,website,sales training modules and
integration with existing loyalty, patientcall center and customer service functions
● Led team in development& implementation ofthe B2B situational assessment,marketresearch,value proposition,strategy,res ource
creation,and training for 6 field facing teams to ensure a successful launch ofADYNOVATE
● Provided leadership and direction for the team responsible for the developmentofa HUB to supportnew FVIII entrant, resulti ng in at
launch resources available on coverage,access and reimbursement
● Led payer & channel business planning process ensuring alignmentwith hematologybrand directors and cross -functional partners in
medical affairs,payer, channel and reimbursementaccounts
Sr. Marketing Manager, 2/2013 to 5/2015
Hired to utilize managed care marketing and program experience to supportbuild outof payer/channel marketing function for Baxter’s
hemophilia division. In first2 years, was a leader in the initiation and implementation ofkey payer/channel workstreams,s uch as Insights &
Equity Market Research,Payer Account Segmentation/Prioritization,HEOR/Commercial Strategy,Account Team KPIs, and Data Anal ytics.
Selected Accomplishments:
● Successfullyequipped the payer account team with appropriate value-add strategy, resources and implementation plans to maintain >/=
90% favorable formularycoverage for all six products in the hemophilia portfolio
● Created first cross-functional payer/channel war-gaming session to prepare for highly competitive marketplace,resulting in 100%
participantsatisfaction scores and >90% agreementwith bringing value to the organization
● Developed & implemented an attitudinal and belieftracker for use in payer marketresearch and resource development
● Developed firstengagementstrategyand payer conference plan for Baxter’s hematologydivision,implementing with 4 conferenc es in the
first 6 months supporting over 1000 engagements for the accountteam
● Created first product-specific payer strategy and implementation plan to supportthe organization’s FVIII defense plan,resulting in zero
formularyrestrictions upon launch oftwo new competitor products in the class

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● Successfullydeveloped the organization’s firstCoPayprogram in less than 3 months in order to launch the program at the #1 attended
patientconference,NHF, exceeding enrollmentprojections byover 100% in the first year
● Successfullyenhanced payer/channel marketing function byrecruiting,onboarding and providing ongoing mentoring for 4 new individuals
● Led the payer accountteam roll out of hematologyadherence program,jumping in with the developmentof2 -day training conference
within 4 weeks of startwith the organization
TAKEDA PHARMACEUTICALS, USA, INC. 2004 - 2013
Sr. Product Manager, OMONTYS BRAND TEAM 1/2012 to 2/2013
Managed payer, specialtyTrade, reimbursement,HEOR,advocacy and peer to peer marketing programming for Omontys (anemia/CKD)
Selected Accomplishments:
● Established organization’s contracting strategyto supportthe company’s new entry into the dialysis marketplace dominated byone market
leader,resulting in gaining access to one large LDO, as well as more than halfof the MDOs and subsequentcenters
● Created a B2B and HCP value proposition for Omontys that was relevant in a bundled paymentsystem environment.
● Created a peer to peer program comprised ofboth nephrologists and anemia nurse manager KOLs in 3 months and had the programm ing
available within one week of productapproval.
● Developed payer specific communication tools focused on medical directors,qualitydirectors and billing and coding specialis ts thatwere
available in the field within 3 days of productapproval.
● Anticipated reimbursementchallenges/needs due to billing code changes for Omontys and developed marketing tools and resource s for
accountmanagers to communicate effectively with customers.
● Performed quantitative/qualitative marketresearch for medical benefitarm ofmanaged care to inform strategy developmentfor Omontys.
● By partnering with Managed Markets, secured and lead a research initiative to complete Omontys medical benefitand formulary data in
order to have a comprehensive access data platform.
● By partnering with the alliance HEOR group,developed the AMCP Dossier within one month ofapproval.
● Created a new standard operating procedure for compendia submission process and documents ensuring thatour product was loade d
accurately within one week postapproval.
● Partnered with managed markets training departmentto build a comprehensive program on medical benefit,health policyand
reimbursementeducation.
● Successfullymanaged 2 agencies,1 directreport and 3 cross -functional teams comprised ofrepresentatives from both manufacturers
involved in the Co-Promote agreement while meeting all project milestones and launch timelines
Sr. Product Manager, MANAGED MARKETS MARKETING 10/2010 to 01/2012
Managed cross-brand managed care and Trade initiatives for 6 brands in the therapeutic areas of Diabetes,Hypertension,GI, Neuroscience,
Urology and Renal. Developed and led the new product launch plan for the Trade channel for 3 brands.
Selected Accomplishments:
● Developed and implemented “value-add” programming focused on chronic disease,effective communication and health policyto support
efforts to expand scope with managed care executives. Managed 1 direct reportand several cross -functional teams achieving all
departmental milestones in addition to individual team achievementoffully and exceed expectations compensation ratings
● Pulled through managed care contracting strategywith account-focused marketing supportand program implementation
● Created Managed Markets strategy for Omontys launch,navigating health policy updates on reimbursementand ESA treatmentprotocols .
● Analyzed Trade programming/partnership opportunities and aligned to supportunique productbusiness opportunities on a region al level.
● Developed ROI tool to show cost-benefitanalysis for Trade and managed care programming,supporting pull through and copayinitiatives.
Medical Education Manager, MEDICAL AFFAIRS 3/2009 to 10/2010
Developed and managed medical education strategies for multiple therapeutic areas atTakeda (diabetes,hypertension,gout,anemia ofchronic
kidney disease,insomnia,GERD,chronic constipation/IBS depression/anxietyand IBD).
Selected Accomplishments:
● By partnering with key associations/advocacygroups, researched,evaluated potential collaboration opportunities for Takeda in community
health,educational research,and population health.
● Developed a functional planning team and strategyfor managed markets,an area not previouslyaddressed in Medical an d Scientific
Affairs strategy development. Spear-headed the developmentofthe Takeda-wide Disease Awareness program;a corporate
communication program highlighting brand accomplishments and programming to align with public awareness months.
Medical Education Specialist, MEDICAL AFFAIRS 7/2005 to 3/2009
Grants Coordinator, 9/2004 to 7/2005
Developed and launched Takeda’s firstonline grantsubmission program,still in use today. Created departmental SOPs and Pol icy’s to support
medical education transition from marketing to MSA. Coordinated a $20MM medical education budget.
MUSCULAR DYSTROPHY ASSOCIATION – DEERFIELD, IL
Health Care Services Coordinator 2001-2004
NEW POTENTIALS THERAPY LTD – MOKENA, IL

3. Alison Kocanda Resume Page 3
Developmental Therapy Supervisor
2001
CHILDREN’S MERCY MEDICAL CENTER – KANSAS CITY, MO
Child Life Coordinator 1999 - 2000
EDUCATION
MPH Focus: Health Care Administration BENEDICTINE UNIVERSITY – Lisle, IL 12/2010
HEALTH SCIENCES INSTITUTE Chronic Care Professional Certification 10/2010
BS Major: Human Development & Family Studies UNIVERSITY OF MISSOURI – Columbia, MO 5/1999