Paul Luna
Associate Director of Marketing, AbbVie
I’m a commercialization and strategy leader with experience helping healthcare, biotechnology, and medical technology teams evaluate market opportunities and build pathways to commercialization. My expertise spans customer discovery, market sizing, product strategy, competitive assessment, reimbursement, market access, commercialization planning, and investor storytelling.
At AbbVie, I lead commercial strategy and cross-functional initiatives in oncology. I’ve also served as a commercial lead for biotechnology and medical device startups through Nucleate and NSF I-Corps, supporting everything from target product profiles and customer discovery to reimbursement analysis and early-stage commercial evaluation. I’ve mentored entrepreneurs through mHUB and MATTER since 2018 and bring an MBA, engineering training, and graduate biotechnology education to my work with founders.
QUESTIONS I CAN ANSWER
- How should I approach customer discovery and market sizing for my product?
- How do I position my product and market opportunity for investors?
- How do I build a compelling product and brand strategy for a new healthcare innovation?
Questions:
What should I consider in developing a marketing strategy for my product?
What is the difference between marketing, sales and business development and how do I integrate them?
How do I evaluate marketing and promotional materials and provide feedback to creative agencies?