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Monday, June 24, 2024
Bob Serrano
Bob Serrano
Kx Advisors
Managing Partner


Bob Serrano is a Managing Partner at Kx Advisors, a growth strategy healthcare consulting firm. With offices in the U.S. and U.K., Kx Advisors excels in building new market strategies for pharmaceuticals, medical devices, diagnostics, and digital health. Serrano brings over 20 years of experience to clients ranging from startups to large, multinational companies, specializing in strategic planning, product development, and commercial launch. Prior to Kx, Serrano was a senior vice president of Kaiser Associates’ Healthcare Practice, which he co-launched into Kx Advisors in 2019. Earlier in his career, Serrano led North American laboratory marketing for QIAGEN’s molecular diagnostics business, and held several strategy and commercial roles in Abbott’s pharmaceutical products division (now AbbVie). Serrano earned a Master of Business Administration from the Kellogg School of Management at Northwestern University, a master’s in health administration, and a Bachelor’s of Science in nutritional science from Cornell University.

Areas of expertise

Strategy consulting services, Solutions for leading pharmaceutical, biotechnology, medical device, diagnostics, and digital health

Group Overview

The global landscape for pharmaceutical and biotechnology companies continues to experience dynamic change. These changes include price pressure, outcomes-based reimbursement, and more restrictive policy that challenge sales and R&D productivity, as well as new technologies, treatment pathways, and personalized medicine advancements that unlock avenues for growth. Kx Advisors supports large, mid-size, and small pharma and biotech companies with expert-driven insights to navigate the intersection of scientific, clinical, and business strategy. Kx Advisors also works with the world’s leading medical device companies on their most important growth initiatives. From product development through launch, we support clients in making critical decisions to drive novel innovation, grow share, and compete to win in rapidly developing spaces. Kx supports executives across numerous functions—including marketing and sales, corporate strategy and business development, and R&D and clinical—to lead growth initiatives in highly specialized device categories. Regarding diagnostics and life sciences, Kx focuses on creating tailored strategies to support companies in the diagnostics and research tools space. Lastly, Kx Advisors partners with digital health companies and investors to develop capitalize on new grow opportunities. We support our clients with new market assessments, product planning, mergers and acquisitions, and go-to-market strategy. Our expertise spans the healthcare continuum — life sciences, providers, and health plans — from enterprise solutions, to provider-facing capabilities and consumer health engagement tools.

Firm Overview

Kx Advisors share a passion for helping their clients grow For over 40 years, Kx Advisors (operating as the healthcare consulting practice of Kaiser Associates) have provided advisory services to help leading pharmaceutical, biotechnology and medical technology companies fully capitalize on product opportunities, navigate the environment with greater certainty, and maximize the lifetime commercial value of their portfolios. Kx Advisors does this by conducting comprehensive primary research and data-driven analysis at all stages of the product lifecycle to inform the decision making of sales, marketing and strategy executives. The Kx approach establishes the required fact base to vet critical decisions and brings together data from disparate sources to develop holistic strategies. With offices in Washington D.C, London, and Boston, Kx Advisors possesses the unique ability to generate global insights from physicians, thought leaders, patients, competitors, partners, regulators, suppliers, and payers.