Michelle Richards, Vice President, Head of Marketing, Mirati Therapeutics
Michelle Richards was brought into Mirati Therapeutics, an emerging commercial biotech, to build the marketing organization from the ground up in less than two years prior to the approval of its first commercial asset. Given the accelerated timeline she could have stuck to a familiar playbook, but instead she implemented a plan to build a new vision for marketing and how it should operate—specifically with a differentiated approach to omnichannel.
Michelle wanted to build an infrastructure that allows the field force to be more centered in the company’s omnichannel approach and to have more ways to execute on traditional marketing initiatives. So, Michelle and her team worked to provide more control to the sales representatives for execution of several digital channels (outside of email). They also created methods in which teams can tap into their own local knowledge and expertise of HCPs and accounts to personalize messages and channels. And they provided the field organization with an omnichannel support team to help them effectively operate in this new environment, which includes high data and analysis output and more tools in which to engage compliantly with the HCPs.
In December 2022, Mirati received FDA accelerated approval for a targeted cancer therapy inhibiting the KRAS-G12C mutation in non-small cell lung cancer for patients who had progressed past initial therapy. In the first full quarter of launch, the therapy generated $6.3 million in net revenue, surpassing consensus expectations. The marketing initiatives have also been exceedingly over benchmarks which the team contributes to the unique approach.
