Areas of Focus

Businesses focused on health and wellness  are finding  the path to  successful commercialization of  innovations  increasingly difficult  to navigate. The  route  requires   an understanding of consumer behavior and a willingness to consider new paradigms and   thinking.  The journey needs a guide who brings:
  • Experience
  • Mastery and know-how
  • Enterprise understanding
  • A willingness to recommend novel approaches
Cardinal Points Consulting LLC offers marketing consulting and research services for your innovation and Rx-to-OTC switch programs. We bring  expertise and a proven track record of implementing new approaches to help  map  a  path for growth.

Steve Neumann, Principal

Steve Neumann has been leading insight-driven  commercial innovation projects for the majority of his career.  From the formative front-end of innovations to qualifying ideas at later stages,  Steve continually brings an in-depth knowledge of the prospective purchaser/user to program design and management.  Steve has been involved in the launch of over 150  innovations, from flavor or form extensions to new-to-the-world categories. An area of specialty is Rx-to-OTC switch where he has been at the forefront of such notable switches as Claritin® (AR and Hives), MiraLAX®, Lotrimin® Ultra, Zegerid® and Oxytrol® as well as a host of aborted or unsuccessful switch projects which  have served as  a great source of learning. For many of these switch programs, Steve was  key player in the strategy and regulatory development plans and presented at numerous FDA meetings, including two Non-Prescription Advisory Committee Meetings and several Industry-FDA round tables.  Steve also has designed and executed consumer research programs to support device approvals.
In operational roles,  Steve has  been involved in the design and roll out of multi-stage innovation processes and portfolio management programs and tools. Steve also has led large Marketing Services and Marketing Operations organizations.