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During a career that spanned more than five decades in the pharmaceutical industry, Bob Baldini has demonstrated a passion for the business and unwavering leadership. Whether running an ad agency, directing sales and marketing activities, or running a company, he has left an indelible mark and helped others to realize their full potential and succeed.
His time in our industry includes roles at both major and specialty companies, including Pfizer, Geigy, Ciba-Geigy, Key, Schering Plough, and Kos. He was personally involved in introducing more than 27 major pharmaceutical products into the marketplace as well as in the development, launch, and management of several innovative, best-selling drug delivery products such as Nitro-Dur, K-Dur, and Imdur.
For most of the 1970s and early 1980s, Bob led the in-house advertising agency at Ciba-Geigy, called C&G Advertising. Under his direction, C&G was staffed with a brilliant group of writers and art directors, making it one of the most creative agencies in our industry, a difficult task under normal circumstances but even more unusual for an in-house operation. In addition to directing highly successful advertising efforts for his company’s products, Bob found time to help with the career development of numerous others, both within and outside the C&G operation. Ogilvy Healthworld CEO Steven Girgenti, then new to the McAdams Agency which handled Ciba-Geigy accounts, recalls making a pact with Bob – an erstwhile competitor – for Bob to teach him everything he could about the operation of an ad agency. Without hesitation, Bob passed on his knowledge and experience, helping to pave the road to success.
In 1982, Bob made a major career move when he accepted a position with Key Pharmaceuticals in Florida, a radical switch from his role in running an in-house advertising agency. He quickly became involved in directing sales and marketing efforts, earning a reputation as a skillful manager who not only directed but motivated his sales force. From 1982 to 1986, Bob served as senior Vice President of sales and marketing at Key, directing successful efforts to establish Key Key as a significant presence in several major markets. Following its acquisition by Schering-Plough, he continued with the Key Pharmaceuticals Division of Schering-Plough until 1995, last serving as its president.
A significant factor in Key’s success was new drug delivery mechanisms. According to Norman Meier, who was with Bob at Key, Bob recognized the importance of this factor in competing with newer products and larger competitors, and made it a cornerstone of sales and marketing efforts.
During his time at Key, Bob helped guide and develop the careers of numerous individuals, teaching them about advertising, marketing, sales force management, and strategic planning. He also instilled a sense of the importance of character and integrity.
From 1998 through 2001, Bob was chief sales and marketing officer for Kos, a role that included overseeing all sales strategies, product positioning, and marketing budgets. He was also responsible for guiding the creation of the company’s sales and marketing departments and for the product launch of Niaspan. Once again, his marketing talent and leadership skills contributed heavily to the success of the company.
Bob has served as a director for Ascent Pediatrics, and today serves on the board of directors for Esprit Pharma. He consults with several companies, including Oikos Ventures and serves as director of Arisaph Pharmaceuticals and DermWorx. Outside of the industry, Bob is committed to giving back to institutions which have helped him. Most notably, he continues to support and assist the development of others by serving on the board of regents at Seton Hall University. Bob Baldini has left an indelible mark on our industry with his superb personality, hard-working and caring style, and concern with others. His efforts have contributed to the success of every venture he joined, and earned him the admiration and respect of those he was worked with.