Evelyn Cabral Serrano

• J&J Innovative Medicine México, Mexico City
• As Patient Experience Lead for the JJIM portfolio’s key brands (Oncology, Hematology, Inmunology and Specialty Care). I’m responsible for redesigning and innovating how we deliver valuable solutions while exceeding compliance standards.

Milestones

• I led the implementation of patient journey and buying process methodologies, challenging teams to make strategic decisions and facilitating the identification of critical points for marketing teams in the construction of their programs and brand plans. This year i was the champion for this topic working together with commercial director and Learning and development
• I successfully transformed patient solutions from programs with poor positioning and complex, slow-moving processes into a highly effective system. As a result, the program has grown 2.5 times more since January 2024.
• I´ve been recognized, not only for brand positioning but also for program restructure, significantly differentiating our position from that of competitors in each therapeutic area, based on co-creation with physicians and payers trough different workshop methodologies.
• I am leading a cross-functional project with the Access team, where we collaborate with insurance companies to identify common objectives and pilot projects that facilitate access, agility in treatment initiation, and adherence to reduce time to treatment and pursuit a flawless evaluation of the treatments.
• I transformed the positioning and preference of mainly in multiple myeloma, prostate cancer and lung oncology programs. This was achieved by strengthening key diagnostic tools and access and adherence solutions for efficient, agile, and financially convenient access to therapies.
• I led the redesign and integration of technology as a strategic pillar for the program. This included developing a data-driven dashboard that serves as a single source of truth, which dramatically improved program control and traceability, optimized budget, and enhanced decision-making.
• I collaborated with Brazil to develop an omnichannel strategy that prioritized launches in Mexico, significantly enhancing the patient experience and positioning us as a leader in the region.
• I´m part of the "Talents to watch project" in J&J where i have access to have an sponsor from the board and mentorship

• Company Overview: Roche, Mexico City
• Improve patient experience moving strategies forward to the desired level, based on reduce patient journey barriers involved in diagnosis and treatment
• Enable synergies between Pharma industry, Payers, Government, to co-create patient solutions that improve healthcare ecosystem
• Lead local opportunities in terms of patient solutions, with closely collaboration with other affiliates to optimize and create value

Roche México

Accountable for customer experience and engagement with major stakeholders in the healthcare system (Physicians, HCO, insurance companies, commercial partners).
* Positioning Roche new therapy for Hepatocellular Carcinoma through cross-functional efforts and targeting strategies.
* Detect and handle challenges trough patient and customer journey as opportunities to reach business excellence and profits.
* High-impact project assignment related to my career path, preparing analysis and presentation deck of the Marketing plan for 2023 strategy. Also i was sellected as champion to look market opportunities for a launch therapy for Thyroid Cancer.
* Ranked as the #1 sales executive and recognized for leading top-performing projects.
* Managed high-value territories and key opinion leaders (KOLs) across multidisciplinary fields, including oncology, hepatologist, gastroenterologist, interventional radiology, and surgery, to develop integrated strategies.
* Orchestrated multidisciplinary team sessions that impacted both private and government sectors.
* Promoted scientific evidence to position therapies in key clinical journals managed by influential Mexican KOLs.
* Developed partnerships with infusion centers, insurance agents, and distributors to guarantee patient medication traceability through authorized channels.
* Successfully secured additional government contracts by collaborating with key stakeholders and Account Managers to ensure sales targets were met.
* Designed a comprehensive patient program to address unmet needs and improve clinical outcomes.

• Company Overview: Roche, Mexico City
• Brand Design and strategy implementation of Roche Patient Support Program 'Por ti' in different disease areas like Oncology, immunology, Strange diseases, hematology and neuroscience with more than 1000 patients enrolled
• Design new Digital channels for the PSP program through the creation of web and mobile access
• Support marketing leads for the design, implementation, approval and assessment of performance metrics
• Budget monitoring
• Service provider management and oversight

• Company Overview: Roche, Mexico City
• Define and coordinate Marketing and awareness tactics to position 'Hemlibra', a new product launch for Hemophilia disease aligned to the marketing plan
• Define and implement cuantitive and cualitative research methods to measure market share, top of mind and share of mind awareness, in order to provide insights and new growth avenues to the marketing lead
• Design of the Communication and promotion strategy from the sales team with physicians
• Design PSP program to grant access to treatment patients in public and private market aligned to the budget and marketing plan
• User adoption strategies with physicians, nurses, patients and caregivers trough Patient support program and Continuing Medical Education events

• Company Overview: Roche, Mexico City
• Roche internship program focused on bring support and obtain knowledge in Market research programs, Patient support programs, and handle contracts with physicians and HCO for medical and scientific events