Healthcare Practice Lead
Hsiao Liu is an experienced senior marketing executive with over fifteen years of successfully leveraging and optimizing market/customer insights to execute biopharmaceutical global product launches. She has partnered with many multinational pharmaceutical companies to develop strategies that support business growth and market access to achieve commercial success for business operations throughout emerging markets in Asia and the U.S., from early development through launch and LOE.
Hsiao returned to New York City five years ago to serve as the Executive Vice President at Ogilvy, leading the consumer advertising/marketing business for the Janssen prostate franchise. Hsiao also served as the AOR Global Business Lead for Team Pfizer’s immunology and inflammation portfolio across PR, med ed, commercial development and consumer advertising. She has experience in several therapeutic areas including respiratory, CNS/Pain, CV, vaccines, oncology, and women’s health. Beyond product launches, Hsiao has also been instrumental in partnering with contract research organizations in their marketing communications business.
Prior to Ogilvy, Hsiao was based in Hong Kong where she served as the Emerging Market Asia Regional Therapeutic Area Lead at Pfizer, providing regional public affairs and access direction for ten key markets in Asia, driving market access and reimbursement for commercial brands. Her accomplishments span a broad range of areas, including: brand building, lifecycle management, commercial strategy, consumer marketing, key stakeholder and government relationship management, advocacy engagement, and crisis management. Prior to her tenure at Pfizer, Hsiao led the formation of the healthcare business for Ogilvy Worldwide based in Shanghai, China, and built a portfolio of multinational pharmaceutical clients including Pfizer, Wyeth, Roche, and Johnson and Johnson. Her key launch brands included Sutent, Enbrel, Prevenar, and Lyrica.
Hsiao is fluent in Mandarin, and received her MBA from The University of Maryland, an MPH from Columbia University, and an MA/BA from The George Washington University. Hsiao is an avid traveller, covering over 70+ countries, and she hopes to target Africa over the next few years.