Firenze Rx Pharma is the latest consulting platform from Michael Rhoads, Current CEO and President. Mike was the Founder and legacy President of Pennside Partners Ltd., a leading Pharma consultancy offering competitive insights into clinical and commercial aspects of Rx Pharma lifecycles for the past thirty-five years. His tenacious focus on high performing Launch, LCM and Market Access functions within global Pharma has underpinned several dozen high performance Rx launches in recent decades. The PPL business was acquired in Fall of 2018, where Mr. Rhoads remained active until gearing up new business interests more recently. Other related entities provide finance, equity investment and AI-based consulting activities worldwide.

 The Firenze Rx team members have deep clinical, marketing and financial credentials across most primary care and specialty sectors of global pharma, complementing three decades of commercial benchmarking and market access innovation. This expertise has led to direct tactical engagements for a host of mega-blockbuster launches across primary care and specialty/biopharma categories since 1990. Mike has personally led over 500 plus engagements applying cross-functional competitive strategy, intelligence and launch support across the US, EU, Japan & China.

Through primary field research activities, the team has honed a sharp focus on best practices to support integrated Market & Patient Access in North America and major European markets. These client activities draw on strong acumen in Rx Life Cycle Management and associated clinical and commercial tactics for optimal launch adoption and brand life extension. The legacy client roster of team members includes most major Pharma and leading Biotech concerns..