Home / Our Practice
Commercialization, run as one connected system.
Our Practice
The patient journey is where value is created. Commercial execution is where it is captured. Profitability is the measure of how faithfully the two were connected.
Our mission
One advisor, from the first question to the executed answer.
We work across every Product Lifecycle Phase, from Pre-Launch through Loss of Exclusivity, and across therapeutic areas, for emerging biotechs, mid-size manufacturers and global enterprises. For a client, that means a practice that frames your question, aligns the room around it, and carries the answer through execution.
What we do for your business
One journey, every function.
We remove the friction between the patient journey and enterprise performance, aligning Commercial, Market Access, Patient Services, Brand, Finance and the channel around one journey. When patients move forward, the business moves forward with them.
- ALIGNOne commercialization strategy, with clear ownership of the journey
- DESIGNThe operating model and channel, architected on purpose
- DELIVEREvery point where patients abandon therapy, found and removed
- OPTIMIZEContinuous improvement, informed by intelligence
Proof Over Pitch
Every vendor wins the demo. Our RFPs make them prove it.
We are independent. When you need a solution partner, we run an RFP written to the exact needs of your product.
How we run every engagement
A program office built into the work, not sold beside it.
Measured on whether the business outcome arrived, not only on scope, schedule and budget.
For Manufacturers
Scope an RFPFor Solution Providers
PitchtoProof.Where the method comes from
Patients + Profitability™
Eighteen years in pharmaceutical finance taught our founder that the number Finance sees is the echo of a decision made somewhere in the patient journey. That conclusion sets the order of every engagement: follow the patient, then the transaction, then the financial outcome.
Where it started
Three ways we help you commercialize.
Commercial Alignment
Commercial, Market Access, Patient Services, Brand and Finance on one strategy, with a single owner of the patient journey. Now delivered as the Alignment Labs.
See the Alignment Labs →Commercialization Architecture
Design the operating model and channel intentionally, instead of managing accumulated complexity. Now Channel Architecture and Net Price Optimization.
Explore the service →Patient Journey Optimization
Map the journey against the 10 Exits of Therapy™, quantify drop-off, and remove the friction that costs patients and revenue.
Explore the service →Who we are
A small senior team, not a bench.
Every engagement is led by people who have held the seat they are advising. The founder stays on every engagement.
Founder and CEO
Patrick R. Coyle
A life sciences executive, Gross-to-Net thought leader, finance strategist and commercialization transformation advisor, with nearly twenty years helping pharmaceutical manufacturers improve patient access, optimize channel performance and strengthen enterprise profitability.
Patients and profitability are not competing priorities. Sustainable innovation depends on both.
Read more about Patrick
From global product launches and Gross-to-Net transformation to commercialization strategy and healthcare revenue intelligence, his career has been spent connecting patient journey outcomes with financial performance. Healthcare has never had more organizations working to improve patient outcomes. It has also never been more fragmented.

Patrick R. Coyle
Founder and CEO
How we work
Staffed around the problem, not a methodology.
Novus Proximus is a small senior team. Every engagement is led by people who have held the seat they are advising: the CFO who owned the Gross-to-Net number, the market access executive who negotiated the coverage, the commercial consulting leader who ran the launch, the solution architect who built the finance systems.
Access strategy, design, execution, operations and architecture each have a named lead. We work inside your Product Lifecycle Phase and scope to the specific friction point rather than to a fixed program.

Moderate
Nora Tsivgas
Market access executive who drives new product launch and portfolio optimization.
Read bio
Nora is a new product commercialization expert across specialty, oncology and primary care markets. Her HCP, institutional and payer marketing expertise lets her integrate teams, perspectives and strategic direction so each brand reaches its full potential.
She has led initiatives to build patient navigation platforms that gain access and coverage for uninsured and underinsured patients, and she knows healthcare reform, value-based benefit design, payment reform and quality improvement well.
Over more than 20 years she has led field-based collaborative initiatives with large medical and oncology group practices, comprehensive cancer centers, hospital systems and professional health organizations. At Pfizer she led the initial alignment of payer access messaging and targeting across managed markets, marketing and sales.
Experience

Patient
Jennifer Power
An operator who has sat in every seat in access, not just consulted from outside it.
Read bio
Managing Director, Patient Access and Commercialization. Jennifer’s career spans every seat in patient access: health plan, PBM and specialty pharmacy, access technology and biopharma commercialization, most recently at IQVIA.
She is a trusted product-development partner, shaping access-technology roadmaps from the field’s point of view, with deep, active relationships across U.S. pharmaceutical manufacturers and the access-technology vendor landscape. She has a consistent record of exceeding performance goals in every role she has held.
Core expertise: patient hub design and patient access infrastructure, ePA and eBV workflows, specialty pharmacy, 340B and medical rebates, Gross-to-Net, access-technology relationship management, patient services design, and the vendor landscape (BI/BV, patient hub CRM, agentic AI).
Experience

Pricing
Julie Birch
A Gross-to-Net and pricing strategist who has built the systems other advisors only recommend.
Read bio
Managing Director, Pricing, Contracting and Gross-to-Net Transformation. Julie brings more than 25 years of biopharmaceutical leadership across the full commercial-finance value chain, from Gross-to-Net transformation and revenue management modernization to pricing and contracting strategy and specialty product launches across immunology, oncology and other specialty portfolios. She brings IRA-era government pricing fluency (MFP and MFN policy dynamics) and a record of building vendor evaluations, transformation roadmaps and go-to-market strategies for multi-billion-dollar portfolios.
She advises on Gross-to-Net transformation, forecast-to-accrual and MDM and golden-record data strategy. She has guided launch pricing and contracting strategy, including the launches of vedolizumab in inflammatory bowel disease and peginesatide in renal care. She supports revenue management system selection, including a Model N implementation still in production today, and builds pricing and contract strategy across commercial, Medicare, Medicaid, specialty pharmacy, retail and federal markets, with compliance across AMP, Best Price, ASP and 340B reporting.
Core expertise: pricing strategy and governance, WAC and price corridor design, biosimilar competitive positioning, buy-and-bill, pricing committee governance, data strategy, class of trade strategy, trade and GPO contracting, PBM and payer contracting and economics, outcomes-based and value-based contracting, government price reporting (AMP, Best Price, ASP, 340B), VA and FSS contracting, Gross-to-Net forecasting and accrual management, and IRA, MFP and MFN (GENEROUS, GLOBE, GUARD).
Experience

Design
Jeff Chaffin
Market access leader with deep experience developing payer strategy.
Read bio
Jeff makes difficult projects succeed by drawing on business strategy, claims analysis, customer engagement and contracting. He has created, negotiated and executed a strong portfolio of innovative agreements.
He has worked in strategic and operational roles across market access strategy, national account engagement and contracting, and built three teams at GSK, each with a new capability: population analysis, economic value communication to national accounts, and innovative payer contracting.
Jeff earned his MS in Economics at North Carolina State University and was a visiting scholar in behavioral economics at Duke University.
Experience

Promote
Najur Runganadhan
Commercial consulting leader who designs complex launches across platforms.
Read bio
Najur is responsible for the definition, execution and delivery of go-to-market, product launch, digital transformation, commercial operations and data and technology projects.
He has delivered complex, multi-disciplinary commercial, analytical, AI and data solutions across many therapeutic areas, including small molecules, biologics, vaccines and oncology platforms, over a career of more than 20 years across the life sciences ecosystem.
He studied Mechanical Engineering at the University of Minnesota and Statistics and Economics at the University of St. Thomas.
Experience

Operations
Wilmer Shaw
Program orchestrator who turns strategy into delivered outcomes.
Read bio
Wilmer oversees a team of skilled project managers and a diverse project portfolio. He is regularly called on to address critical situations and lead risk management so projects deliver.
He has worked across private and public sectors, including health insurers, hospitals, financial institutions, banking, marketing, avionics and pharmaceutical companies. Wilmer holds a BA/BS from the State University of New York.
Experience

Architect
Tommy James
Solution architect with a 25-year record of helping finance evolve.
Read bio
Tommy helps the office of finance analyze, design and implement the right solutions, and orchestrates applied technology to solve finance problems. He brings deep expertise in designing and delivering enterprise performance management for management reporting, planning and modeling.
He leads small direct teams that integrate with larger client teams, with hands-on involvement in every phase. He has spent more than 11 years as a solutions architect delivering planning outcomes to more than 100 clients, and five years administering Hyperion Essbase implementations.
Experience
Range
We have sat in both rooms.
Between us, the team has led finance, market access, commercial and technology work at global pharmaceutical manufacturers, mid-size specialty companies and emerging biotechs. The Gross-to-Net problem looks different at a company with one product and no commercial infrastructure than at one with forty products and a legacy of accumulated vendors.
FAQ
Frequently asked questions
What does Novus Proximus do?
Novus Proximus is a profitability advisory firm for life sciences, with a heavy lean on Gross-to-Net. It works through three profitability levers, Patient Services, Market Access, and Finance and Gross-to-Net, to find where patient friction becomes revenue leakage, and to turn what it finds into execution.
Who does Novus Proximus work with?
Pharmaceutical and biotech manufacturers of every size, from emerging companies preparing a first launch to mid-size and global organizations, across every Product Lifecycle Phase: Pre-Launch and Launch Readiness, Launch and Early Commercialization, In-Market Optimization, and Lifecycle and Loss of Exclusivity.
What makes the Novus Proximus approach different?
The firm treats commercialization as one connected system rather than a set of functions. The patient journey is where value is created, commercial execution is where it is captured, and profitability is the measure of how faithfully the two were connected. Engagements remove the friction between the patient journey and the P&L instead of optimizing one function at a time.
How does an engagement begin?
With a consultation, or with a category read. Use the Contact page to describe the Phase you are in and the problem you are trying to solve, and the firm will scope the right starting point, whether that is a Commercialization Alignment Lab, a pressure test of an existing strategy, or a focused engagement in one pillar.
Who founded Novus Proximus?
Patrick R. Coyle, a former Vice President and Chief Financial Officer of Eisai Inc. with more than 25 years of finance and commercial leadership at Bayer, Novartis, Insmed, Eisai and IQVIA. He is the creator of the Patients + Profitability philosophy and the 10 Exits of Therapy.
Who is Patrick R. Coyle?
Patrick R. Coyle is the founder and CEO of Novus Proximus and a pharmaceutical commercialization and Gross-to-Net advisor with more than 25 years of finance and commercial leadership. He created the Patients + Profitability™ philosophy, The 10 Exits of Therapy™ and The Silent Leak™, and hosts the Patients + Profitability podcast.
Where has Patrick worked?
Most recently as Vice President and Chief Financial Officer of Eisai Inc., leading financial operations across the Americas. Earlier roles spanned strategic planning, information technology, commercial operations and investment at Novartis, Bayer HealthCare Pharmaceuticals and Insmed, followed by Gross-to-Net advisory work at IQVIA and Baker Tilly.
Where does Patrick publish and speak?
He publishes first at patrickrcoyle.com, then syndicates to LinkedIn and Substack, and hosts the Patients + Profitability podcast. He has moderated, spoken or served on panels at more than 25 industry conferences since 2014.
Ready to run commercialization as one system?
Two minutes shows where your commercialization leaks. A 30-minute conversation shows where to start.
