Executive Director, Marketing
A Multi-Launch Master
Of Todd Miller, Stacey Williams, VP, Marketing at Ortho Dermatologics, says, “I can’t think of another marketer who has prepared three BIG launch products within 12 months of each other and done it so, so well.”
Each launch presented Todd with a different challenge. Retin-A Micro (tretinoin) Gel microsphere 0.06% would enter the extremely competitive acne market, which included a slew of generics and the company’s higher strength product already on the market. Todd worked with a cross-functional team to identify the best launch strategy. The resulting message to HCPs: “How many more faces can you reach?” when you have two strengths to choose from for your patients. The launch exceeded forecast by 300% and became the market leader in branded prescriptions within months of becoming commercially available.
Todd’s next challenge came with entering the plaque psoriasis market, in which topicals were competing with very popular injectables and the company was planning on launching two PSO products at the same time. Preparation for Bryhali (halobetasol propionate) Lotion, 0.01% and Duobrii (halobetasol propionate and tazarotene) Lotion 0.01%/0.045% occurred simultaneously. Todd was ever vigilant to ensure that the final campaigns would allow both products to coexist. Within three months, Bryhali became dermatologist’s #1 most prescribed branded single-agent steroid for psoriasis. Todd is looking forward to successfully launching Duobrii upon FDA approval in 2019.
But these are only Todd’s most recent achievements. In 2008, Todd was one of six who started Medimetriks Pharmaceuticals. In true startup fashion they did everything, including assembling the desks and chairs. Eight months later, Todd launched the company’s first three products with a sales force of five that quickly grew to 25 reps. With nearly all growth being organic, the company was profitable by the end of its first year of promotion.
“What makes Todd stand out is that he is the perfect mix of marketing science and art,” Williams adds. “He pours over data and can deliver a tactical checklist, but where he moves ahead of everyone else is uncovering the unspoken, unresearched ‘why’ to get to the core need his products will answer.”