Working Life: Nick Rodgers
pharmafile | May 12, 2009 | Feature | Sales and Marketing | WL, Working Life, marketing, product manager
How did you find your way into your current role?
I started my pharma career at Schering Healthcare as a representative in female health in early ‘97. Having really enjoyed working in pharma sales I wanted to broaden my experience, so I moved to Lagap (now owned by Sandoz Generics) as commercial product manager.
After almost two years of managing 175 product lines I wanted to go back to the more traditional pharma model and work on a brand portfolio, so I moved to Abbott Laboratories as PR manager. However, this role changed hugely when Abbott bought Knoll and acquired several ‘lifestyle’ pharmaceuticals.
Having worked closely with the pharmaceutical products division for two years I wanted to move into sales management so went to Janssen-Cilag as regional sales manager (RSM) in the female health division. I took on a variety of roles within Janssen, not least in managing Pariet and Risperdal Oral/Quicklet. At this point I had been working in ‘big pharma’ for ten years and wanted to move to a more challenging role and at Baxter I have certainly found that. Since joining I have looked to increase my understanding of the pharma/healthcare markets, so when I was proposed to join the Pharmaceutical Marketing Society (PM Society) committee I jumped at the chance to be part of a team that helps to shape aspiring, current and senior marketers.
How is your field changing?
It’s no longer good enough to supply the cheapest products in the market place. There are too many other considerations to look at such as patient safety, formulations, dosing and of course efficacy. Baxter now has to bring all these factors together and demonstrate that its products are designed with patients in mind, not just the payors!
What are the most enjoyable things about your role?
Variation- I truly find that no one day is the same. Anyone who knows me will testify that I have a short attention span, so I need mental stimulation! In my role we are looking at the traditional aspects of the marketing mix, but also trying to find innovative ways to overcome previously unseen problems – this makes for a very interesting day. I also enjoy sharing ideas with my colleagues (including global and European) – it’s amazing, and very satisfying, when you are having a discussion with several colleagues and suddenly you all have that ‘Eureka moment’ simultaneously.
In my PM Society role I get the opportunity to meet with a wide range of people such as pharma/healthcare marketers and creative and PR agencies. Also, like Baxter, the PM Society is autonomous where everyone’s ideas and opinions are valid, thus allowing for diverse suggestions and ‘cutting edge’ training and discussion.
And the least enjoyable?
Finding out that the work you have been doing for the last three days has previously been done by another colleague, but you had no idea! Baxter is a large company and sometimes work is duplicated.
What are the most common misconceptions about your field and the people in it?
‘Baxter makes IV (intravenous) solutions.’ Baxter is a much diversified healthcare company and we do a lot more that just IV solutions. Although this is changing it can take time to ‘update’ people’s perceptions.
The other misconception is ‘if it ain’t broke, don’t fix it’. I completely disagree with this as there is always an easier way, and we need to continually challenge ourselves to make sure that we are doing the best for the company and ourselves.
The misconception with the PM Society is that the committee is reserved for only very senior personnel, which is not the case. It is made up of a variety of people of differing ages and experiences which creates the flexibility, dynamism and foresight that helps the Society to create outstanding forums, meetings and functions.
Is there an individual in your field who has inspired you?
Although this person was a very early influence in my career, and I have had many others since, Stephen Lightfoot (sales director at Schering Healthcare at the time), was a very inspirational person.
I was always amazed at his infectious energy, professionalism and ability to know what his team were doing professionally and where they aspired to get to.
Similarly, is there someone outside your field who has been a big influence?
Lance Armstrong is a big source of inspiration to me. I’m a frustrated, but keen, cyclist and I find training hard going.
For someone who has suffered with cancer and had to totally re-evaluate their life and profession, he is certainly an inspirational person to many more people than just me!
What is the secret to a happy working life?
I believe in the ideal of ‘the expert’. When I have an issue to contend with I would rather bring a group of people with a variety of strengths and knowledge together, than to struggle through it on my own.
This is not telling everyone that I can’t do it, it’s simply demonstrating that the sum of the parts are most definitely greater than the whole!
If you had advice for anyone starting out in your field now, what would it be?
Stick with it. Marketing is the ‘hub’ that brings all other elements of business together in order to achieve your goals, be they global, European or national. It is important to remember we’re going through ’lean times’, make every pound spent count. And keep trying new things!
How do you relax and forget about work?
Use a Blackberry! On a more serious note, someone once told me that if I didn’t work on a Saturday/Sunday the world wouldn’t end, and they were right. We all need time to switch off and relax – and it makes us far more productive when we are at work. I do enjoy my cycling as the idea of getting out in the fresh air and just ‘going for it’ is very appealing.
In an alternate life, what would you do for a living?
I have always wanted to be a vet, but unfortunately the four As at A-level were too elusive for me! The nearest I have come to being a vet is having a rather varied collection of pets, the strangest being a six foot Royal Python called ‘Monty’ when I was ten!
BIOGRAPHY: Nick Rodgers works within the anaesthesia and critical business (ACC) department at Baxter Healthcare, where he heads the marketing function.
He has worked in pharma/healthcare sales and marketing for 12 years, the last two years concentrating on strategic marketing since joining Baxter Healthcare.
Nick joined the Pharmaceutical Marketing Society committee so that he could play a part in the development its expanding range of pharma marketers’ training programmes, such as the briefing meetings and PriMe. He believes that now is a great time to be a part of the organisation.
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