Commercial strategy, brand growth and Insight-led medical marketing.
I build commercial strategies and brands that turn complex clinical science into market growth — led global strategy for a CHF 1.8B dental implantology portfolio at Straumann.
- CHF 1.8BManaged portfolio
- 11%Portfolio growth
- 20%Launch above plan
- CHF 600KOn-site business
Alex Ostashko
Commercial Strategy & Growth
About
Turning evidence into commercial outcomes.
I build commercial strategies and brands that turn complex clinical science into market growth.
At Straumann, I led global strategy for a CHF 1.8B dental implantology portfolio — transforming two core technologies into distinct clinical brands, driving 11% growth, and taking a complex workflow launch 20% above plan. A global medical marketing campaign I built was recognised with Wiley’s "Top Downloaded Article of the Year"; a KOL events programme I led converted 80+ high-value accounts and generated CHF 600K of on-site business.
Earlier in my career, I steered a $100M+ biotech investment through a successful exit during a downturn and turned around an underperforming £400M healthcare project portfolio by 20% within six months. The throughline across 20+ years has been the same: turning evidence into commercial outcomes, wherever the business sits.
Portfolio
Commercial impact, case by case.
Premium customer engagement that drove commercial results
An exclusive two-day experiential brand programme turned premium customer experience into strategic commercial engagement, acquiring 80+ high-value VIP accounts and CHF 600K in on-site implant deals.
Turning a mature product line back into growth
Rebuilt the Tissue Level story on clinical and commercial levels, delivering 7% sales growth and doubling customer engagement KPIs — a repositioning still shaping the product line in 2024.
Product superiority campaign: SLActive vs Competition
An unprecedented head-to-head pre-clinical study neutralised a competitive threat, driving all-time-high landing page traffic and doubling perceived brand value within 4 months of launch.
From message fatigue to category leadership: a global campaign that re-launched a mature brand
A global two-phase campaign expanded Roxolid's story from strength to biological superiority, delivering 16% sales growth and a new landing-page traffic record.
Simplifying complexity, driving adoption: a launch story that landed 20% above plan
Stripped a technically complex digital workflow into one simple story — "easy as 1, 2, 3" — lifting initial launch orders 20–25% above plan against a fixed, unmovable deadline.
Beyond hydrophilicity: repositioning SLActive for 5 straight years of share growth
Repositioned SLActive around clinical performance rather than surface chemistry, backed by an FDA label change — driving 5 consecutive years of portfolio share growth across 40+ countries.
Other examples: Product Innovation, Evidence and Regulatory Impact
A selection of additional product platforms, workflow solutions and evidence programmes shaped at Straumann — from technology integration to FDA regulatory milestones.
Professional evidence
Proof points behind the portfolio.
Recognition, rollout scale, regulatory progress and commercial lift gathered from evidence-led programmes across global healthcare markets.
- 01
Wiley
"Top Downloaded Article of the Year"
Recognition for an evidence-led medical marketing campaign.
- 02
40+
countries
Global rollout adapted across 15 languages without losing strategic consistency.
- 03
20–25%
above-plan launch performance
Commercial launch outcomes ahead of plan across priority markets.
- 04
80+
high-value accounts converted
KOL and event programme connected strategic engagement to business outcomes.
- 05
FDA
IFU restriction removal
Regulatory milestone that supported a stronger commercial path.
Let's talk
Open to senior commercial, marketing and strategy conversations.
For portfolio growth, launch strategy and evidence-led healthcare marketing.
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