Dr. William W. Howard has twenty years of pharmaceutical experience from laboratory research, to the roll out of hospital sales forces in Europe, to the development of sophisticated marketing simulations.  New product development has been the primary focus of his career.  Howard has developed new product forecast models in many categories of prescription drugs including Smoking Cessation, Cholesterol Reduction, Anti-Ulcer, Anti-Arthritic and Migraine therapy.  During the past five years, SDM has also carried out a number of significant new product development projects for both OTC and prescription drugs.  Frequently, this has involved analysis of competitive R&D pipelines for licensing opportunities, a common assignment in new product development.

He is widely recognized as one of the leading experts on Rx-to-OTC switches and has consulted for virtually every leading consumer health care company as well as most of the major pharmaceutical companies both domestically and internationally.  Howard developed The Delphi Oracle Rx-to-OTC Simulation for forecasting Rx-to-OTC switch sales, a valuable tool now in use at a number of Fortune 500 OTC companies.

Some of Dr. Howard's most interesting work has resulted from his clients' requests that he act as a futurist.  He has carried out a number of assignments whose objective has been to plot the likely course of healthcare events over the next ten years.  These assignments on behalf of some of the largest companies in the industry have covered both the OTC and the prescription drug field.

In addition to his work on branded pharmaceutical products, Howard has also worked on many projects in the generics field.  This has allowed him to counsel brand name companies on protective strategies and at the same time, advise generic companies on lucrative targets for generic competitors.  Finally, Howard has worked with a number of companies to evaluate and plan Acquisitions and Mergers.

Recently, Howard served as an Expert Witness in a patent litigation case involving McNeil and Bayer Consumer Care in which he testified with respect to commercial success of the products and provided support for the damages assessment.  As part of the assignment, he testified in Federal Court on behalf of the client.

While at Miles Laboratories and Parke-Davis, his primary work involved marketing analysis and strategic planning for Rx and OTC products.

William Howard received a Bachelor's and Master's degree from Cleveland State University and a Ph.D. from the University of New Mexico.  He did post-doctoral work in epidemiology at the Center for Health Services at Northwestern University where he studied infant mortality.  Dr. Howard has written six books on pharmaceuticals, published over fifty papers in psychology and marketing, had numerous interviews in trade publications and has taught graduate level courses in psychology and statistics at Dartmouth College and UNM and marketing classes at Indiana University.

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