Healthcare Industry News:  SINGULAIR 

Diagnostics Personnel

 News Release - July 19, 2011

Dennis M. Flannelly Joins Phadia as Head of U.S. Marketing and Strategy

PORTAGE, Mich.--(Healthcare Sales & Marketing Network)-- Today Phadia, the global leader of in vitro diagnostics for allergy, asthma, and autoimmune related diseases, announced that Dennis M. Flannelly has joined the company as Head of U.S. Marketing and Strategy.

Prior to joining Phadia, Mr. Flannelly spent his career at Merck where he held a number of progressively-responsible positions, rising from field sales to lead U.S. and international product launch planning and operational readiness for several targeted $1 billion compounds, including the migraine and insomnia franchises.

He also has extensive experience in respiratory care, having served as Marketing Manager for Merck’s Respiratory Business. In this capacity he defined the strategy and tactical execution for spring allergy campaigns, developed training plans for more than 1,800 sales representatives, and designed a multi-channel marketing program for back-to-school allergy and asthma season.

As Head of Marking and Strategy for Phadia, Mr. Flannelly will oversee all marketing efforts for ImmunoCAP®, the market leader for in vitro allergy testing; develop and execute a broad, multi-channel launch plan for ImmunoCAP Allergen Components, a next-generation allergy test that was cleared by the FDA in June 2011; and develop in-depth marketing efforts to drive accelerated growth for EliA®, the emerging leader and future gold standard for autoimmune testing. This will include expansion of Phadia’s extensive physician and consumer education efforts and healthcare reform initiatives.

David Esposito, President and General Manager of Phadia U.S., said, “Phadia has substantial growth plans in the U.S. to continue our trajectory for ImmunoCAP and seize upon our recent FDA approval for ImmunoCAP Allergen Components, which is the first allergy test to provide visibility into the specific molecules of the allergen that is driving the allergic reaction. In addition, we have just begun our efforts to drive significant growth in the autoimmune market, third largest disease category in the U.S., with our EliA® test offerings. As we continue to build our team, Dennis Flannelly brings a depth of experience from his years at Merck that will serve us well. He has consistently demonstrated the kind of leadership, business acumen, and strategic marketing insight that we need at this time to execute our growth plans.”

Dennis Flannelly added, “I have long admired Phadia and I have seen firsthand the benefits of ImmunoCAP testing from my days leading several initiatives with Merck’s marketing efforts for SINGULAIR®. With Phadia’s recent FDA clearances for next-generation allergy tests, I believe there is a significant opportunity to not only grow the business domestically, but to improve patient care, reduce healthcare costs, and enhance quality of life for people who have allergies or asthma. I’m looking forward to working with David Esposito and his team during this exciting time in Phadia’s history.”

Mr. Flannelly holds a bachelor’s degree in marketing from Villanova University and a master’s in marketing from St. Joseph’s University. He is a Six-Sigma Black Belt and has won several awards for his innovative marketing programs from Merck.

About Phadia

Phadia AB is a global leader in allergy, asthma and autoimmunity diagnostics. Phadia develops, manufactures and markets complete blood test systems to manage and support clinical diagnosis. Phadia has marketing companies in more than 20 countries and distributors in more than 60 countries. For more information please visit

Source: Phadia

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