INSIGHTS. STRATEGY. EXECUTION.
Research, brand strategy, digital engagement, and marketing leadership. Deep experience in pharma and biosciences. A clear perspective on your next business challenge.
Pharma & biosciences depth. Cross-industry perspective.
THE THINKING BEHIND THE PROGRESS
Where is the opportunity? What does your audience need? What will move the business forward? With a foundation in pharma and biosciences, Props Consulting connects audience insight, brand thinking, and digital strategy to help you make better decisions and act on them.
01 / HOW WE HELP
Understand the market. Sharpen the strategy. Strengthen engagement. Support shaped around your business challenge.
Get closer to customers and make sense of the market around them.
Connect business goals, brand thinking, and digital opportunities in a clear plan.
Align the people, plans, and capabilities needed to keep the work moving.
02 / SELECTED EXPERIENCE
Selected work across research, strategy, and execution, with pharma, biosciences, and healthcare at the forefront.
Connecting market potential with the practical realities of international expansion.
A medical imaging manufacturer needed to identify international markets for its digital mammography systems. The challenge was to distinguish viable near-term entry opportunities from markets constrained by regulation, economics, or limited growth.
Screened 12 potential markets through secondary research and market profiles, then narrowed the field to four for primary interviews with country leads, customers, and thought leaders.
Built comparative models covering entry costs, the manufacturer’s existing presence, sales and financing structures, pricing constraints, per-unit economics, and projected demand.
Used interviews to understand how buyers evaluated equipment, service, financing, setup, and training. Combined those insights with an assessment of regulatory access, financial flexibility, and growth potential to compare the opportunities.
The analysis prioritized Brazil as the lead expansion market, based on fewer regulatory barriers, more flexible economics, and a growing population with stronger long-term demand potential.
Customer and market interviews clarified local purchasing and support requirements, helping the manufacturer select Brazil and launch its digital mammography line there.
Disciplined sequencing and cross-functional coordination under uncertain approval timing.
As project management lead for a new migraine preventive therapy, the challenge was to sequence healthcare professional and consumer materials around uncertain FDA approval timing. Competing marketing priorities and tight dependencies across regulatory, legal, IT, and operations made a coordinated launch essential.
Built a master priority list by combining input from colleagues with prior launch experience, personal pharmaceutical launch experience, and the launch director’s priorities.
Translated that list into a sequenced work plan covering review times, first-evening capacity, and staffing requirements. Coordinated medical, legal, and regulatory review in Veeva, including more than 100 submissions in the first week.
Managed two SharePoint sites supporting approximately 20 users and coordinated material updates as label edits changed requirements.
All Day 0 materials went live following FDA approval, with day-one and subsequent materials delivered within their allotted timelines. A few label edits caused minor delays, but disciplined prioritization, staffing, and cross-functional coordination kept the launch moving and supported its objectives.
After launch, transitioned from project management into focused marketing responsibilities.
Turning traveler motivations into a more intuitive airline website.
A major U.S. airline’s website did not reflect the different reasons travelers visited or the tasks they wanted to complete. As a result, it was not effectively supporting engagement or travel-related transactions.
Conducted 60 in-depth interviews spanning frequent and infrequent travelers, across business and leisure travel. The research identified six psychographic customer segments and mapped the journey for each.
Partnered closely with the UX team to translate those motivations and tasks into a re-architected website experience, validating the design through usability and A/B testing before launch.
The redesigned experience enabled users across all six personas to reach their intended goal within two clicks, giving each segment a direct path to the information or transaction it sought.
After launch, monitored traffic, engagement, abandonment rates, and real-time on-site survey feedback to assess whether users were finding what they needed.
An unbranded digital resource built around the questions parents and caregivers bring to care teams.
Parents and patients needed accessible education about atypical hemolytic uremic syndrome (aHUS), a rare disease unfamiliar to most people. For families trying to understand what their child was experiencing, that lack of familiarity created a need for clear information and answers to fundamental questions.
Built an unbranded educational website to help parents understand their child’s experience and find answers to key questions typically directed to physicians and other healthcare professionals.
The digital strategy centered on those information needs: explaining an unfamiliar condition and proactively addressing common questions in a resource parents and caregivers could consult alongside conversations with the care team.
Delivered a dedicated source of information to help parents and caregivers better understand their child’s experience with aHUS.
By addressing routine educational questions online, the resource supported families between conversations with healthcare professionals and was designed to give care teams more room to focus on individual patient needs.
An integrated digital and experiential strategy to build credibility in long-haul trucking.
Engaged by a Chicago-based digital experience agency to develop the launch strategy for a new truck line. The manufacturer was known primarily for short-haul and local deliveries. The challenge was to build awareness while establishing its credibility with long-haul drivers.
Developed an integrated digital and experiential launch strategy centered on hands-on truck experiences at major truck stops nationwide.
Used brief surveys before and after those experiences, alongside broader pre- and post-launch market research, to assess changes in perception. When the hands-on experiences produced the strongest response, carried that insight into the broader launch plan and messaging.
Both the broader market research and the truck-stop surveys showed improved perceptions. Overall brand lift was modest, while the immediate response from drivers who experienced the truck firsthand was substantially stronger.
The findings pointed to firsthand experience as the strongest mechanism tested for changing expectations of the manufacturer as a credible long-haul brand.
03 / A CLEAR WAY FORWARD
Understand your business, your audience, and the decision in front of you.
Examine the evidence, challenge assumptions, and find the useful insights.
Build a focused strategy with clear priorities and practical next steps.
Work alongside your team to bring the direction into action.
04 / MEET PROPS CONSULTING
Deep pharma and bioscience expertise, senior marketing thinking, and a direct line to the person doing the work.
I’m Joe Mastrangelo. Most of my career has been in pharma and the biosciences, spanning brand strategy, digital engagement, marketing technology, and product launches. I’ve worked on brand teams, at agencies, and in consulting, with roles at Accenture, Band Digital, Johnson & Johnson, Dial, and Bayer.
I’ve helped pharmaceutical clients shape their marketing strategies, built digital engagement plans grounded in audience insight, and led marketing technology capabilities for life sciences companies. At Johnson & Johnson, I led launches for Acuvue contact lenses, and earlier brand roles included Purex, Alka-Seltzer, Flintstones vitamins, and Midol.
Independent since 2012, I’ve helped clients connect research to brand strategy and brand strategy to marketing. Let Props Consulting bring that experience to your next challenge.
MBA, Rutgers University · Pharma & biosciences · Brand & digital strategy
Let’s talk about your business →05 / LET’S START A CONVERSATION
Tell me about the challenge, the opportunity, or the question you’re working through. You don’t need a finished brief to get started.
Based in NYC. A broader perspective.