Creating a Vision for Market Ready Rx

January 12, 2014

I'll be honest.   As a prior Marketing Director responsible for a global IVD product portfolio, I struggled everyday to stay on top of all the demands.  Responsible for nine product managers overseeing eight product lines encompassing more than a 1000 products; I spent most of my time representing the marketing needs to management in global meetings, completing daily administrative tasks, and supporting the daily market sales team requests.  There was little time in a day left for strategic thinking or planning even though lifecycle product marketing was a critical part of our role in the organization.   I felt inadequate that we didn't spend the time necessary to explore the long-term strategic health of the business.   Yet we couldn't justify hiring a dedicated strategic marketing expert.

The vision for Market Ready Rx evolved from my professional struggle to stay on top of the overwhelming demands of juggling the current requirements of new product launches, sales meetings, and daily customer programs with the longer-term projects analyzing future product line improvements.

We created a vision for Market Ready Rx to be an “extension of a marketing department” providing a Product Marketing department for hire helping clients to:

  • Solidify product design through a Voice of the Customer market research study
  • Build a robust alliance with Key Opinion Leaders through our Advisory Board programs
  • Support Pharma clients in shaping their companion diagnostic program and selecting a partner
  • Support early stage companies in defining and executing their brand identity including communication assets such as website design and sales collateral.

We thought…

What if we create a full service agency to help diagnostic companies?

What if we help mid size companies better understand the competitive landscape for launching the new product with an in depth market survey and go-to-market plan? 

What if we could help Pharma companies to better understand the requirements for launching a companion diagnostic test with their therapy?

After 8 years of supporting diagnostic clients at Market Ready Rx  we haven't looked back.  Today, we are proud to support clients in all facets of the growing diagnostics space on projects ranging from molecular diagnostics, personalized diagnostics and the growing field of genomics.

We are passionate about our clients' commercial success.   We believe excellence starts at Market Ready Rx with a culture of respect for our clients, their customers and ultimately the patient.

Our team is dedicated to serving you.   We have been touched by the afflictions being addressed by our clients in a deeply personal way making our business personal.

Janice Moon, creative director, is a talented graphic designer, creating high quality professional visual graphics.  Janice has worked within corporate marketing communication teams for much of her career, understanding how to provide deliverables on time, on budget, and with great precision for our clients.

Arpi Siyahian PhD, consulting associate, completed her post-doctoral training at Stanford and joined Market Ready Rx associated in 2013.  Her deep scientific training and experience in laboratory methods such as PCR, Immunohistochemistry, and other techniques allows all of our projects to be steeped with credible scientific robustness.  The blend of both science and business is a powerful combination providing depth to all Market Ready Rx client projects.

Martha Townsend, founder, has been in the IVD industry for 25+ years with a focus on business development, sales and marketing.   Her IVD contacts are deep with clients ranging from Dako, Bayer, Leica Microsystems, Genomic Health, Cepheid, Life Technologies, and many more.   Her extensive IVD industry training from both startups and global organizations gives her the unique ability to quickly assess the client's challenge and address client needs through an integrated approach with the client's marketing team.

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