Download The Top 25 DTC Marketers of the Year

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The Top 25
DTC Marketers of the Year
T
he 12th annual list of the Top 25 DTC Marketers of the Year includes luminaries
representing more than 20 different pharmaceutical companies, with each marketer
championing both the interests of the patient and brand. These standout marketers
encompass a broad range of DTC responsibilities, from brand marketing to media planning
to consumer engagement. A private luncheon, sponsored by PARADE Magazine, was held for
the 2013 Class, honoring their significant contributions to patient communications.
During the ceremony, each Top Marketer was presented with an award acknowledging
their past accomplishments as well as their continued endeavors in the DTC space. “PARADE
is pleased to join DTC Perspectives in recognizing the Top 25 DTC Marketers again this year,”
said PARADE President and Group Publisher Wayne Powers. “In these challenging times the
exemplary performance of everyone in this group is inspiring, and most deserving of this recognition.”
The Top 25 DTC Marketers are selected after an industry-wide nomination process,
beginning in late 2012. With the help of key DTC marketing executives – including past Top
25 Marketers, as well as other top pharma and agency leaders – a comprehensive list of the
many worthy DTC marketers is compiled and rigorously reviewed to narrow down to the
final Top 25. Each Top Marketer is profiled on the subsequent pages. (Note: this information
was collected during the early spring; some job responsibilities may have changed.)
On behalf of DTC Perspectives Magazine and PARADE Magazine, congratulations to each
member of this year’s Top 25 DTC Marketers of the Year!
46 | DTC Perspectives
DTC Perspectives• •Spring
Summer
2013
2013
Top 25 Index
Gina Battiste, 52
Paul M. Berman, 56
Lisa Blizzard, 52
Kiersten Combs, 56
Chemelle Evans, 54
Debra Hagan, 56
Jennifer Havens, 54
Paul W. Herman, 48
Stephanie Jen, 50
Dina Klugman, 48
Dawn Koffler, 62
Lauren Ljubicich, 50
Sharon MacDermott, 60
Aimee Marx, 58
Jennifer Ogorzalek, 64
Whit Rawlinson, 58
Eileen Regan, 52
Jerry Risco, 62
Steven J. Rommeney, 60
Shin Sawada, 60
Christine Seung-Lee, 62
Bradford C. Sippy, 64
Michael Szumera, 50
Priscilla Tavener, 58
Marshall Ungar, 48
We Make House Calls
Parade offers our unduplicated audience of 102 million adults the highest quality
editorial on subjects that matter to them most including health & wellness features.
With our print and digital combined audience, Parade is the prescription for
healthcare advertisers:
• 129 million prescriptions filled in the past month
• $2 billion out-of-pocket average spend on prescriptions each month
It’s what we do.
Source: 2012 comScore/GfK MrI Media Fusion 12-12/S12 (Parade Carrier Newspapers and Parade Partners)
Top 25
D
ina Klugman is Director and Patient Marketing
Dina Klugman
Lead at Pfizer, responsible for all U.S. consumer
Marketing Director, Celebrex
m a r ke t i n g a c t iv i t i e s f o r C e l e b re x , o n e o f
Pfizer Inc.
t h e i n d u s t r y ’s
largest brands. She
spearheaded the launch of the highly effective “Laws
of Motion” DTC campaign, identifying and leveraging
a critical customer insight, that arthritis sufferers know
staying active can ease arthritis pain, but this can be
difficult if they are in pain. The campaign encourages
patients to take an active role in their arthr itis
treatment, and talk to their health care providers. During her tenure on Celebrex,
Klugman also led the development of a holistic digital and printed patient
education offering, called “JointSteps” encouraging an integrated approach to the
management of Osteoarthritis. Prior to Celebrex, Klugman served as the patient
marketing lead on Chantix.
Dina Klugman of Pfizer is congratulated by Wayne
Before transitioning to pharmaceutical marketing at Pfizer, Klugman had
Powers of Parade for her DTC marketing excellence.
successful marketing roles across multiple business settings in consumer packaged
goods. She started her marketing career at Kraft Foods, where she led several
cornerstone brands, including Cocoa and Fruity Pebbles as well as Innovation/ New Products in the Beverages, Energy
Bars and Cereal Categories. She also served as Marketing Director at Revlon leading the Fragrance businesses.
Klugman received her Bachelor of Science degree in Psychology/Advertising from Cornell University and her Masters
of Business Administration in Marketing from The Wharton School, University of Pennsylvania. She lives on the Upper
West Side of Manhattan, NY with her two daughters and husband and enjoys cake decorating, cooking and early morning
exercise.
P
aul Herman is the US Consumer Marketing
Lead for XARELTO(R) (rivaroxaban) from
Paul W. Herman
Janssen Pharmaceuticals, Inc. He has led
Division Product Director, XARELTO the team that
Janssen Pharmaceuticals Inc.
conceived and
launched the
brand's first
integrated DTC and DTP initiatives including TV,
Print, Websites, In-Office Executions, and Customer
Relationship Marketing. He was awarded a prestigious
Janssen “Leadership Award” for his team’s creation of
the critically acclaimed “Bob’s Story” DTC campaign.
Pr ior to joining Janssen, Paul held several
brand leadership positions at Wyeth including Caltrate, Alavert and Centrum
New Products. He is a named inventor on the Centrum Cardio™ product
patent pending. Additionally, while at The Upjohn Company he held several Parade’s Wayne Powers (right) commends Paul
pharmaceutical sales positions across numerous prescription categories.
Herman (left) of Janssen Pharmaceuticals for his
Paul holds an MBA from Hofstra University and a BS from New York work in the DTC field.
University.
M
arshall Ungar is the Group Product Manager
for Tamiflu Promotion in the US. Since
Marshall Ungar
taking this role in late 2009, he has led the
Group Product Manager, Tamiflu
transfor mation of
Genentech
Tamiflu from a brand
primarily promoted
to Healthcare
Professionals to one that focuses on driving consumer and
patient awareness, encouraging patients to see their doctor
at the first sign of flu. Along the way he has helped to push
the Genentech marketing organization’s thinking about
DTC promotion, launching the company’s first national TV
ad and demonstrating the value of marketing science in the
development and execution of promotional programs.
Marshall joined Genentech in 2004. Prior to his current role, he held positions of
increasing and diverse responsibility in market analytics, as Chief of Staff to the CFO,
Marshall Ungar (left) of Genentech is congratulated
by Wayne Powers of Parade on his DTC marketing
and as a Project Team Leader in the Genentech Drug Development organization.
accomplishments.
He has led initiatives creating an executive development program, reorganizing the
corporate legal entity structure, and integrating the Roche and Genentech US Commercial organizations after the merger in
2009. Prior to joining Genentech, he was a strategy Consultant for Marakon Associates, based in the UK.
Marshall has an MBA from the Yale School of Management, and a Bachelor’s degree in Economics from Stanford.
48 | DTC Perspectives • Summer 2013
It’s simple physics...
Top 25
It’s also simple chemistry.
Great ideas come from great partnerships.
Congratulations to Dina Klugman
on the success of the Celebrex Body in Motion campaign and for being named one
of the Top 25 DTC Marketers of the Year for 2013 by DTC Perspectives Magazine.
Top 25
L
auren Ljubicich is a marketing director in Primary
Care Marketing at Pfizer. Most recently, she led digital
Lauren Ljubicich
strategy and innovation for the iconic VIAGRA brand.
Director, Marketing,
In 2012, she received several awards for VIAGRA’s AntiVIAGRA Marketing Team
Counterfeit camPfizer Inc
paign including
the gold MIXX
award for search engine marketing and the gold
MM&M Award for Best Interactive Initiative.
VIAGRA’s anti-counterfeit YouTube channel featuring a 10-part video series exposing the dangers
of rogue online pharmacies was also recognized by
this magazine with the silver DTC National Advertising Award for Best Website and still stands as YouTube’s most watched pharmaceutical channel with
over 500k video views.
Ljubicich began her Pfizer career in 2007 as a senior media manager
responsible
for media planning strategy for the VIAGRA, Chantix, DetLauren Ljubicich of Pfizer is lauded by Parade’s Wayne
rol and Toviaz brands and Pfizer’s portfolio investment in consumer digital
Powers of Parade on her DTC marketing accomplishments.
media. She recently accepted an assignment to lead Patient Support and
strategy for Eliquis. Prior to joining Pfizer, she worked at Carat in both traditional and digital media planning.
Ljubicich earned her Bachelor of Arts Degree in English and Anthropology from The University of Virginia and her MBA from NYU Stern. She lives in Maplewood, NJ with her partner and two boys.
S
tephanie Jen is currently a senior product
manager for Metabolic Marketing with GlaxoSmithKline. She joined GlaxoSmithKline as
Senior Product Manager
part of the Integrated Marketing & Media Solutions
GlaxoSmithKline
team, managing CRM and web efforts for cardiovascular, metabolic, and corporate initiatives. During her
time on the Cardiovascular Marketing team, she was
responsible for patient education and adherence programs as well as the strategic development
and execution of integrated consumer campaigns across television, print, digital, mobile and inoffice. Most recently, Stephanie launched a new DTC campaign for LOVAZA®, evolving both
creative and media strategy to better communicate with patients.
Stephanie is a graduate of GSK’s Accelerated Women’s Leadership Development program as well as a coach for the
Emerging Leadership Development program. Outside of GlaxoSmithKline, Stephanie has focused on reaching patients
and healthcare professionals across a variety of therapeutic areas through digital advertising and media, with time spent at
iFrontier / Avenue A | Razorfish and Digitas Health.
Stephanie holds a Bachelor of Arts degree in Economics from the Wharton School of the
University of Pennsylvania, with a concentration in Marketing & Communications.
Stephanie Jen
M
ichael Szumera is Director, Public Relations,
Michael Szumera
Communications US at Sanofi Pasteur, the vacDirector, Public Relations,
cines division of Sanofi. In this role, Michael is
Communications US
responsible for external communication initiatives in support of Fluzone® Intradermal vaccine, pertussis and pediatric
Sanofi Pasteur
vaccines, advocacy programming, and crisis and issues management. Michael also serves as a media spokesperson for the company.
Michael has more than 17 years of US and global healthcare communications experience,
focusing on strategic communications counsel, scientific, product and regulatory communications, brand
launches, grassroots programming, health education
initiatives, crisis/issues management, corporate reputation and brand marketing, media relations, and stakeholder identification and
engagement strategies.
Prior to joining Sanofi Pasteur, Michael spent his career at leading public
relations agencies in New York City and North Carolina, leading US and global
communications programming for pharmaceutical, biotechnology, medical
device and technology companies, third party organizations and state and local
government. Michael has partnered with clients including Merck, Pfizer, AstraZeneca, Novartis, Quest Diagnostics, GlaxoSmithKline, Johnson & Johnson,
Quintiles, Salix Pharmaceuticals and the State of New Jersey Department of
Michael Szumera (left) of Sanofi Pasteur is congratulated by
Health and Senior Services.
Wayne Powers of Parade on his patient outreach initiatives.
Michael is a member of the Public Relations Society of America (PRSA),
the PRSA Health Academy, and served on the Board of Directors of the North Carolina Biosciences Organization (NCBIO).
He is a graduate of Monmouth University in New Jersey.
50 | DTC Perspectives • Summer 2013
YOU’RE THE
REAL
DEAL
WHEN YOU’RE
TOP 25.
CONGRATULATIONS TO A TRUE ORIGINAL.
From your friends at
Top 25
G
ina Battiste is Associate Director of Urology
Gina Battiste
Marketing at Astellas Pharma, Inc. Her varied
Assoc. Dir. Urology Marketing,
career includes notorious consumer marketing
VESIcare & Myrbetriq
campaigns,
Astellas Pharma US, Inc
international
b r a n d
m a n a g e m e n t , bu s i n e s s d eve l o p m e n t a n d
laboratory research. For the past five years, Gina
has worked to evolve the Pipe-people campaign
for VESIcare to connect with the complacent
OAB target and empower patients to speak with
their doctor. Through breakthrough TV ads and a
comprehensive integrated campaign that was more upbeat and inspiring across
multiple touch points, VESIcare became the #1 brand in the OAB category.
During this time, Gina pegged the phrase “Syntegration” and that will be
integral for the successful consumer launch of Myrbetrq® (Mirabegron).
Throughout the years, her performance has consistently been recognized
Gina Battiste of Astellas is congratulated for her DTC
by advertising industry leaders including a Clio, several DTC National,
initiatives by Wayne Powers of Parade during the Top 25
RX club and MM&M awards. Gina is most proud of the two Effie Awards
ceremony.
demonstrating effectiveness in marketing for Sustained Success and Rx
Healthcare marketing.
Gina received her Bachelor’s degree in Biology from the University of Colorado and has an MBA in marketing from
National University, San Diego. She lives in Highland Park, IL with her husband. When Gina is not working, she loves to
learn new languages, visit different cultures and is also quite passionate about to knitting baby clothes.
W
ith over 17 years’ exper ience in the
pharmaceutical industry, Lisa Blizzard has
a broad perspective on the role of the
Director, Patient Adherence
consumer in healthcare marketing. She has worked on
Novartis Pharmaceuticals
numerous product launches across various therapeutic
Corporation
areas and led the development of innovative patientcentric solutions. Lisa’s passion is understanding and
motivating patients to engage in their health care.
Lisa has served as Director of Patient Adherence at Novartis Pharmaceuticals since October,
2010. She leads the strategy and development of patient support initiatives leveraging existing
and emerging technologies to help drive a positive change in patient behavior. Her most recent
success is leading the launch of the multiple industry award-winning program, Get on Track.
Over her 10 year tenure at Novartis, she has held a number of marketing and commercial
development positions. Prior to joining Novartis, Lisa held marketing roles at Berlex and Searle.
Lisa Blizzard
E
ileen Regan joined Lilly in 2012 as Brand Manager
for Tradjenta/Jentadueto. In this role, Eileen led the
Eileen Regan
marketing efforts around the development of the
Associate
Brand
Manager, Tradjenta
My Well Planner program – a lifestyle improvement program
Lilly
based on a behavioral modification approach to help people
living with type-2 diabetes overcome the challenges that
many of them face in
the area of diet and exercise. Along with the program, Eileen
spearheaded the marketing initiatives garnering awareness
of this endeavor through a multi-channel approach via the
sales force, in-office, digital media and pharmacy. Eileen and
her team also created comprehensive solutions and resources
to help educate patients on type-2 diabetes and the importance of making those
healthy lifestyle changes to improve patient outcomes.
Before joining Lilly, Eileen worked at numerous advertising agencies. Most
recently she was at Ryan Partnership in Wilton, CT building their healthcare practice.
Prior to that, she spent many years working at Saatchi & Saatchi. While there, Eileen
worked on the launch of ENBREL – a biologic for rheumatoid arthritis mainly
focusing on their pre-launch and post launch patient acquisition and adherence
initiatives. Also while there she worked on Seroquel – launching a new campaign
for the brand as well as spearheading many of their adherence initiatives. Prior to
that, Eileen worked at Ogilvy & Mather in their healthcare group working in the
Parade’s Wayne Powers (right) commended Eileen
Regan of Lilly for her DTC marketing successes.
women’s health division on Novartis’s Vivelle and Estraderm.
52 | DTC Perspectives • Summer 2013
Congrats.
Kudos.
Very Cool.
Bon Travail.
<3 This!
Bravo.
Congratulations to all the honorees for being named DTC Marketer of the Year.
Especially the 6 we’re lucky enough to call friends and partners.
Top 25
J
Jennifer Havens
ennifer Havens is Deputy Director, Consumer
Deputy Director,
Marketing, US at Sanofi Pasteur, the vaccines
division of Sanofi. With more than 12 years of
Consumer Marketing US
healthcare experience,
Sanofi Pasteur
she has launched
several Direct-to-Consumer campaigns all of which
have exceeded their objectives and helped to increase
immunization rates. Throughout her tenure, she has been
instrumental in pioneering innovative and nonconventional
ways to reach consumers within the Pharmaceutical industry.
She led her team in social media throughout Sanofi Pasteur
by helping to establish rules of engagement strategies and
guidelines for the group.
Jennifer most recently led a cross functional team in launching the Fluzone®
Intradermal (Influenza virus) vaccine campaign in 2012, a fully integrated, branded
campaign to help patients understand their options when choosing influenza
Parade’s Brett Wilson (right) praised Jennifer Havens vaccination. Throughout this campaign, she piloted several new initiatives to
of Sanofi Pasteur for helping to advance DTC com- engage consumers and get them seeking vaccination, including new digital
munications.
technologies and partnerships. Additionally in 2012, Jennifer was part of a team
to launch the Flu + You campaign, a disease awareness campaign around influenza
which targeted those 65 and older to educate them about a higher dose influenza vaccine option.
Previously, Jennifer led the launch of Sounds of Pertussis, a fully integrated public relations, DTC and online
educational campaign to help increase the awareness of pertussis disease and the importance of adult vaccination. To
this day, the Sounds of Pertussis campaign has one of the largest and most engaged Facebook communities throughout
the pharmaceutical industry. Jennifer has also worked on industry leading patient education campaigns such as Faces of
Influenza, Voices of Meningitis and Vaccines for Teens. Earlier in her tenure with Sanofi Pasteur, Jennifer held roles in Sales
and Training, where she was the recipient several awards including the 100% Club, Northeastern Alliance and the CCC
award in 2009. In 2011, she earned Top 25 Marketer of the Year through DTC Perspectives.
Jennifer holds a Bachelor of Science degree in Community Health Education from the University of Nebraska –
Lincoln.
C
hemelle Evans is an Associate Product
Director at UCB, Inc. She is responsible for
providing leadership and strategic direction
Associate Product Director,
for the Consumer/Patient marketing efforts of UCB’s
Epilepsy Marketing – VIMPAT
flagship Central Nervous System (CNS) product –
UCB, Inc.
VIMPAT®. Additionally, she is a critical ambassador for
Patient
Centr ic effor ts across the organization
for Epilepsy. Ms. Evans is a member of
UCB’s Social Media Steering Committee
(SMSC) and the Global Consumer Steering
Chemelle Evans
Committee.
Ms. Evans joined UCB in 2008 and has worked in the pharmaceutical
and biotech industry for 10+ years. She brings a wealth of knowledge and
perspective across multiple therapeutic categories having spent time working
in various marketing functions throughout her career. She has developed
a distinct expertise in DTC/Patient Marketing, Digital Marketing, and has
been a trailblazer for UCB in emerging media channels, particularly Social
Media. She has an undeniable passion for improving the lives of patients
and is committed to helping the organization build and deliver brands and
programs that revolutionize patient care.
Chemelle Evans of UCB, Inc. is commended by Wayne
Ms. Evans began her career as an Associate Product Manager at Centocor, Powers of Parade for her efforts in DTC Marketing.
Inc. (a division of Johnson & Johnson) where she worked on various
Digital and Consumer marketing efforts for Centocor’s blockbuster product, REMICADE®. She was then promoted
to Product Manager where she led the launch of various Consumer/Patient Marketing initiatives for REMICADE® in
Early Rheumatoid Arthritis, Ankylosing Spondylitis, and Psoriatic Arthritis. She then joined Novartis Pharmaceuticals
where she had various Healthcare Professional and Consumer marketing responsibilities for one of Novartis’ blockbuster
anti-hypertensive products, LOTREL®. Prior to joining UCB, her last role at Novartis included her leading Medical
Marketing Strategy and Programming and key sales force efforts for the launch of RECLAST®.
Ms. Evans received her Bachelor of Science in Business Administration and her Masters of Business Administration
from Florida A&M University. She is a member of the Social Media Business Council and Word of Mouth Marketing
Association.
54 | DTC Perspectives • Summer 2013
Congratulations to
Jenn Havens for her
breakthrough thinking
on Fluzone and for being
named one of the Top 25
DTC Marketers of the
Year for 2013 by DTC
Perspectives Magazine.
Top 25
P
aul Berman has more than 15 years’ experience in
industry marketing, including durable goods, consumer
Paul M. Berman
products, pharmaceuticals, and medical devices. Paul
VP Global Knee Marketing
began his marketing
Stryker Orthopaedics
career with United
Technologies, Carrier
Corporation working
in both US and International roles. After his time
with Carrier Corporation, Paul joined Eli Lilly, where
he was a member of the Cialis Brand Team helping
to manage the product from pre-approval to US
commercialization. From Lilly, Paul moved into medical devices with DePuy
Orthopaedics, a Johnson & Johnson Company. Paul’s experience with DePuy led
him to his current role as VP, Global Knee Marketing with Stryker Orthopaedics
in Mahwah, NJ. During his career, Paul was involved in the development and
execution of unique marketing innovations, spanning from one of the industry’s
Paul Berman (left) of Stryker Orthopaedics is
first HVAC ecommerce websites, to the “Cialis Promise” patient loyalty program,
congratulated by Wayne Powers of Parade on his
and most recently, Stryker’s GetAroundKnee direct-to-patient marketing
DTC marketing accomplishments.
campaign.
In his current role, Paul oversees the Global Knee Marketing organization for Stryker Orthopaedics. He and his division
are focused on marketing and promoting artificial knee implants, instruments and solutions to healthcare professionals,
hospitals, and patients worldwide. The GetAroundKnee campaign represents the most recent global initiative Stryker has
implemented to build and grow strong brand equity to differentiate their portfolio and drive strong global growth.
K
iersten Combs is the Marketing Director for
AstraZeneca’s CRESTOR, the industry’s
most prescribed branded pharmaceutical
Kiersten Combs
in
2012.
Kiersten leads the team responsible for
Marketing Director, CRESTOR
development and
AstraZeneca
implementation
of marketing
strategy and
programs across both the healthcare professional (HCP) and
consumer customer groups. In 2012, the team introduced a
new, fully integrated marketing campaign aligning HCP and
consumer marketing initiatives. The campaign delivered new and simplified messaging,
and refined its focus to a specific patient group. The success of the integrated marketing
programs resulted in more patients being prescribed CRESTOR to manage their
cholesterol 2012 than ever before – even as the largest competitor in the market was
available in generic form.
Combs of AstraZeneca is lauded for her patient
Prior to working on CRESTOR, Kiersten led the promotions team across Kiersten
communication efforts by Parade’s Wayne Powers.
AstraZeneca’s late stage lifecycle products; including NEXIUM and the Oncology
portfolio. During her nine years with AstraZeneca, she has also held numerous roles across the commercial operations and
supply chain organizations. Prior to joining AstraZeneca Kiersten held various roles with a large management consulting firm.
She is a graduate of Cornell University with a BS in Business Management and Marketing.
D
ebra Hagan currently works on the Patient Centric Marketing team at Novo Nordisk, responsible
Debra Hagan
for leading Multichannel Marketing efforts across
Senior Manager,
the diabetes portfolio. In this role, she partners with brand
Diabetes Marketing
teams to develop effective multichannel communication
plans, strategically
Novo Nordisk
aligned to connect
patients with diabetes to the comprehensive treatments available
throughout their patient journey. Debra joined Novo Nordisk
in 2010 and played an integral role in developing the company’s
first national, fully integrated Direct-to-Patient campaign that
successfully raised awareness of their prefilled insulin device,
FlexPen®. This campaign proved immediate impact for the
Novo Nordisk modern insulin portfolio and thousands of people living with diabetes
today.
Prior to joining Novo Nordisk, Debra worked in account management on the
Debra Hagan of Novo Nordisk received accolades
agency side where she contributed to professional and consumer campaign developfrom Parade’s Wayne Powers during the private
ment, including product launches in the Novartis cardiovascular franchise, Genzyme
Top 25 luncheon.
osteoarthritis franchise, and Meda Pharmaceutical allergy franchise. Debra began her
career in CPG at Saatchi & Saatchi where she spent almost five years on The Program Exchange media buying team executing
plans for over 60 General Mills brands. Debra earned her Bachelor’s degree in Business Administration with a concentration in
Marketing from Wagner College.
56 | DTC Perspectives • Summer 2013
Top 25
A
imee Marx is currently the Associate Director of
consumer marketing for HUMIRA, Dermatology at
Aimee Marx
AbbVie. Aimee joined Abbott in 2004 (now AbbVie)
Associate Director, HUMIRA
and has held several positions on the HUMIRA consumer marketing team including several HUMIRA indications. During her
AbbVie
time on HUMIRA, Aimee has lead disease awareness and branded campaign efforts across television, digital, mobile, social media,
in-office and CRM.
Aimee has been awarded several internal awards including the Pharmaceutical Division Presidents
Award in 2008 for the psoriasis launch and 2012 for the launch of the Psoriasis Patient Advocate
Program. The disease awareness program “Psoriasis Speaks” won the 2009 DTC National Advertising
Award for a Digital Media Campaign and in 2012 the “Moments” campaign won Best CRM. Prior to
joining AbbVie, she held account management positions on consumer businesses at A. Eicoff (a division of Oglivy & Mather)
and at Brierley & Partners on the United Airlines Mileage Plus business.
W
hit Rawlinson has 18 years of pharmaceutical and consumer packaged goods
marketing experience in leading crossAssociate Director Marketing,
functional teams,
Tradjenta
building brand
Boehringer Ingelheim
equity, launching new products, and improving ROI. He joined Boehringer Ingelheim
in September 2007 as Associate Director responsible for
RLS, Consumer Promotions. He currently works on the
Diabetes Marketing team as the lead for Consumer Marketing, Public Relations, Patient Advocacy and Internal
Communication. His experience and expertise have helped to shape the formation of
the Boehringer Ingelheim & Eli Lilly Diabetes Alliance and the success launch of the
first product of the partnership.
Whit Rawlinson (left) of Boehringer Ingelheim is lauded
Prior to joining Boehringer Ingelheim, Whit worked for Cadbury Schweppes for his patient communications by Wayne Powers of
(Beverages) in New Product development focused on healthy alternative beverages. Parade.
He worked on the launch of a new line of Teas & Water for Snapple and a sports drink, Accelerade, which helped fill a gap in
the company’s product offerings.
Whit previously had spent two years working at M2WW consulting with major Pharmaceutical clients on their consumer
marketing strategies. He worked with companies such as Novartis (on newly launched products as well as in-line products),
Sanofi Aventis (new product launch and in-line product), Wyeth (in-line products), Amgen (Corporate Consumer Marketing), and Genentech (new product launch) to develop their strategic and tactical marketing plans. He also served as counsel
and advisory to members of the Senior Management team around consumer marketing.
Whit has also worked for Pfizer as a Senior Manager on the Zyrtec Brand team and with the Consumer Marketing
Group. As a member of the Zyrtec team, Whit was responsible for developing the strategic plans and working with outside
agencies to create and implement tactical recommendations to drive sales. He also worked on the launch of two line extensions for the brand that helped fill a gap in the team’s product offerings. As a member of the Consumer Marketing Group, he
consulted with various brand teams to assist in the development and execution of their Relationship Marketing plans. He was
also responsible for developing an innovative CRM platform for all of Pfizer that promoted cross-sell, drove customer loyalty
and increased brand preference.
Before Pfizer, Whit worked for Philip Morris as a Brand Manager on Marlboro. While working on Marlboro, Whit was
responsible for developing and implementing Relationship Marketing plans for the 20 million smokers on the Marlboro
database. He also helped to develop a predictive model that determined when consumers were mostly like to purchase and
the type of monetary incentive that would encourage consumers to purchase. In addition, he worked on the launch of two
line extensions for the brand.
Whit has an MBA from the Prairie View A&M University School of Business, a BS in Political Science from Auburn
University, Certificates in Executive Management from the Wharton Business School & Rice University’s Jesse H. Jones
Graduate School of Management.
Whit Rawlinson
P
riscilla Tavener has been at the forefront of media
Priscilla Tavener
and marketing innovation for over 16 years. She
Product Director, Dermatology,
currently leads consumer marketing including
Stelara
DTC and digital strategy for STELARA®. Most recently,
Janssen
Biotech
Inc
she was named the 2012 Winner of the PM360 Trailblazer
Brand Manager Award in the Dermatology category for her
leadership on the “Psoriasis Warrior” Marketing Campaign. She began her career at advertising agencies
such as Young & Rubicam and Ogilvy & Mather. In 2000, she joined the Johnson & Johnson Global
Marketing Group and transitioned to her current marketing position in May 2011.
Priscilla has a BS in Marketing from Rutgers University – School of Business and lives in New
Jersey with her husband and their three children.
58 | DTC Perspectives • Summer 2013
I SAID CONGRATULATIONS, DIDN’T I?
WE ARE JUST MAD ABOUT THE DTC MARKETERS OF THE YEAR. HERE’S TO YOU.
SPIRIT HEALTH GROUP is the only disease
awareness and educational channel in the
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with hospitals, physicians and nurses.
Spirit produces health and wellness events,
physician office programs, clinical training,
and multi-media communications to effect
change in consumer behavior and drive
physician interaction.
SHE IS THE HEALTHCARE DECISION MAKER
FOR THE AMERICAN FAMILY.
WE WORK WITH LEADING PHARMACEUTICAL
BRANDS TO DELIVER YOUR MESSAGE TO HER.
Contact Joshua Max Davis, President of Spirit
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evaluation on how hospital-to-consumer
relationships can activate your message.
[email protected]
561.544.2010
Proud promoters of
© 2013 Spirit Health Group. All rights reserved.
DTC Perspectives • Summer 2013 |
59
Top 25
S
haron MacDermott serves as the patient marketing
Sharon MacDermott
lead for fibromyalgia at Pfizer where she develops
marketing strategy, new patient insights, and directSenior Manager,
to-consumer campaigns. Her work on two new “Knowledge
LYRICA Consumer Marketing
is Power” pool-outs delivered breakthrough awareness for
Pfizer Inc
LYRIC in 2012. She also leads print, banner advertising,
search strategy, website development, in office patient materials and LYRICA adherence programs
that provide patients with the support they need to get the most out of treatment. Sharon also led
the LYRICA operating plan process and is currently serving as the team’s review committee lead
for a cross-functional working group, comprised of Legal, Regulatory, Medical and other key
stakeholders.
Before transitioning to Pharmaceutical marketing at Pfizer, MacDermott managed brands across
several categories and held marketing and innovation roles on a variety of consumer products. She started her career in
packaged goods at the Dial Corporation working on hallmark consumer brands like Brillo. She transitioned to healthcare
products working at Warner-Lambert on Efferdent and e.p.t pregnancy test, led the Rx to OTC switch of Zantac 150,
managed SudaCare at Pfizer Consumer Healthcare, and worked on Reach Toothbrushes at Johnson & Johnson before
leading commercial innovation for Nicorette at GlaxoSmithKline.
MacDermott received dual undergraduate degrees in Advertising and Journalism at Arizona State University and dual
MBAs in Operations Production Management at the W.P. Carey School of Business at Arizona State University and in
International Marketing at Thunderbird in Glendale Arizona. She lives in Midtown Manhattan
in New York with her son and husband.
S
teven Rommeney joined Eli Lilly in 2001.
He is currently the associate brand director
for Humalog type-2 consumer marketing.
Humalog Consumer
Recently, Steven led the channel strategy development
Brand Manager
and launch of the “Rhythm” campaign to link the
Eli Lilly & Company
functional
benefits
of My Small Steps (MSS) assets to an insightsbased campaign to build a more engaging and
differentiated experience for consumers in MSS.
While launching the Rhythm campaign, Steven’s
team also developed a culturally relevant campaign
for Hispanic consumers to enable them to benefit
from culturally relevant resources as they start on
therapy.
Before his current role, Steven was the market research consultant for the
launch of the Axiron brand and research for Cialis Once Daily as well. In his
research role, he designed market research for both health care professional and
consumer campaign development. He was also lead DTP (direct to physician)
Steven Rommeney (left) of Eli Lilly is commended for
strategy for the Diabetes teams before his research role. Steven was recently
his DTC marketing communications by Wayne Powers
of Parade.
named marketer of the year at Eli Lilly for his work in 2012.
Steven J. Rommeney
S
hin Sawada has developed and executed gamechanging marketing and brand-building programs
Shin Sawada
in highly competitive categories, managing diverse
Senior Product Manager, ATRIPLA
product life cycles for various customer types including
Bristol-Myers Squibb Company
patients, allied
healthcare
p rov i d e r s a n d
physicians. Shin inspires teams to create and implement
innovative business building ideas. Many of his campaigns
and marketing initiatives have won numerous marketing
and PR awards as well as other recognitions. The
marketing collaboration he formed with the Alvin Ailey American Dance
Theater has been discussed in The New York Times and many other mainstream
publications. Shin has healthcare (pharmaceutical and medical device) marketing
experience at Bristol-Myers Squibb and Eli Lilly. He also worked in Brand
Management at Procter & Gamble, including on the successful Swiffer brand.
Shin graduated with an academic excellence honor from the Indiana
University Kelley School of Business with an MBA. He is an avid skier and is
known to go skiing even during the worst snow storms. He enjoys hot chocolate
Brett Wilson of Parade (right) praised Shin Sawada (left)
after skiing.
of Bristol-Myers Squibb Company for his DTC successes
during the private Top 25 luncheon.
60 | DTC Perspectives • Summer 2013
Sharon, we always knew your future looked bright.
PKT salutes Sharon MacDermott for her breakthrough thinking on Lyrica and for being
named one of the Top 25 DTC Marketers of the Year for 2013 by DTC Perspectives Magazine.
Top 25
C
hristine Seung-Lee is the consumer promotion
manager, responsible for the development and execuChristine Seung-Lee
tion of the US consumer communications plans for
Promotion Mgr., Global Mktg.
GA R DASIL . I n
Communications, GARDASIL
her role, she has
Merck & Co., Inc.
championed the
evo l u t i o n o f t h e
communication strategy for branded and unbranded
promotions to align with the needs of the primary
consumer targets. She refined digital promotions and
paid media to leverage current trends in consumer behaviors as it pertains to
health information consumption. She also enhanced the integrated multichannel program for series completion by developing a mobile site to help
facilitate enrollment in the “3 to Complete” reminder program for GARDASIL.
She has also worked on further refining the international consumer campaign to
help overcome key barriers to vaccination. Her key efforts in 2012 led to the
Wayne Powers of Parade (right) congratulated Christine
brand exceeding year-end goals for vaccination rates and revenue.
Seung-Lee of Merck & Co. for her work advancing
patient communications.
Prior to this role, Christine worked in market research supporting GARDASIL uncovering valuable insights that helped shape the brand’s strategic
direction with consumers. Prior to joining Merck, Christine worked in a number of non-profit organizations shaping
health policy.
She holds a Master of Public Health from Johns Hopkins University, and a Bachelor of Arts in Molecular Biology from
Cornell University.
D
awn Koffler is Product Director, Dry Eye
Franchise at Allergan. She currently leads
consumer/patient marketing and CRM
Product Director,
for RESTADry Eye Franchise, RESTASIS®
SIS® as well as
Allergan
consumer and
professional
marketing for the REFRESH® OTC artificial tears portfolio.
RESTASIS® is the #1 branded eye care prescription and is the
largest single indication growth driver at Allergan. Dawn has
evolved the communication strategy to educate consumers that
Chronic Dry Eye is a disease and empower them to take control
of their eye health. Additionally, she has taken the media strategy for RESTASIS®
to the new levels, introducing the first dual ad campaign for RESTASIS® in 2012.
Under her leadership, two major CRM initiatives – the My Tears, My Rewards® Parade’s Brett Wilson (right) praised Dawn Koffler of
Program (for patients with commercial coverage) and the new My Tears, My Allergan during the congratulatory Top 25 luncheon.
Support™ Program (for patients with government pharmacy benefit) – have
significantly enhanced overall compliance and persistency with RESTASIS®. She also recently launched a comprehensive
Chronic Dry Eye disease awareness campaign (“My Dry Eyes”), leveraging print, digital, and CRM.
Dawn has more than 10 years of experience in the pharmaceutical industry. Since joining Allergan in 2005, she has held
numerous management positions in both HCP and Consumer marketing across the Eye Care division. Prior to joining
Allergan, she gained sales and marketing experience with Ortho McNeil (a Johnson & Johnson Company) in the Primary
Care division.
Dawn received her BS in Physical Therapy from California State University, Long Beach, and graduated Magna Cum
Laude with an MBA from the University of Notre Dame.
Dawn Koffler
J
erry Risco started his 30 year career with Purdue
Pharma L.P. as a Sales Representative in 1983. In 1988,
Jerry Risco
he was promoted to District Manager in the New
Executive
Director,
Marketing
York/New Jersey area,
Purdue Pharma L.P.
where he served for
10 years. In 1998,
Je r r y a c c e p t e d a
Marketing position in Brand Management with Purdue,
assuming responsibilities across multiple prescription brands
including Uniphyl® and Trilisate®. Additionally, he managed the launches of both Spectracef® and Chirocaine®. In
2006, Jerry’s responsibilities shifted to Marketing Business Development working on
numerous in-licensing opportunities, as well as managing the Marketing Education
& Conventions Group and Marketing Services. His work in Business Development
contributed to the identification, evaluation and in-licensing of Intermezzo®. Jerry
returned to Brand Management in 2009 to manage the launch of Intermezzo®.
Jerry Risco (left) of Purdue Pharma received accolades
from Parade’s Wayne Powers for his DTC marketing
efforts.
62 | DTC Perspectives • Summer 2013
IN THE SEARCH FOR
INDUSTRY
INNOVATION
TRUE BRILLIANCE
STANDS OUT
PKT AND THE INDEPENDENT NETWORK
CONGRATULATE
CHRISTINE SEUNG-LEE
ON THIS INCREDIBLE ACHIEVEMENT
Top 25
J
ennifer Ogorzalek is a member of the Behavioral Health
Business Unit at Shire and Senior Consumer Product
Jennifer Ogorzalek
Manager for Vyvanse. In this role she is responsible for
Sr. Product Manager, Vyvanse
leading the
Shire
development
a
n
d
implementation of the brand’s marketing programs
and communications for Young Adults with ADHD.
Prior to her current role, Jen was the Senior
Integrated Marketing Manager for the ADHD
Business Unit at Shire. In this role she was
responsible for the planning, integration, execution and tracking of online
promotional strategies and tactics across the ADHD BU. She developed
the digital launch plan for both Daytrana and Vyvanse, designing the
ShireConnect platform for health care professionals, and developing and
launching the STICK, Shine and Focus digital RM programs. Her work
earned various industry awards including a PhAME Silver award for best
new product launch, a Webby Award of Distinction for Best Pharma
Product Site, an MM&M Gold Award for Best Total Integration Program
Jennifer Ogorzalek of Shire earned praise for her DTC
™
marketing successes by Parade’s Wayne Powers.
for Small Companies, and Gold and Silver DTC National Advertising Awards
for Best Brand Web Site and Digital Media Campaign.
Jennifer came to Shire from AstraZeneca, where she was a Brand
Leader within the Azenity business unit on the Respiratory/Hospital Team. In this role she was responsible for strategy
development, implementation and integration of communications and promotions across various customer segments for the
Respiratory brands. As part of the Azenity team she also managed the company’s Appropriate Pharmaceutical Care Project,
an initiative designed to drive adherence and improve patient outcomes. Prior to her Brand Leader role, Jen was the Sr.
ePromotions Manager for the Respiratory Franchise at AstraZeneca. In this capacity, she developed innovative strategies
to leverage the internet to promote AZ’s key respiratory products (Rhinocort Aqua, Pulmicort Respules, Turbuhaler and
Accolate) to consumer and physician audiences.
In addition to her work in Pharma, Jennifer also has extensive advertising, marketing, publishing and IT experience
working for Health Consulting Firms, Retail Chains, Publishers, and Software Developers.
B
rad Sippy is currently Vice President, CNS
Marketing at Sunovion Pharmaceuticals,
l e a d i n g a l l m a r ke t i n g a c t i v i t i e s f o r
Vice President, CNS Marketing,
LUNESTA®, the #1 branded prescription sleep aid,
LUNESTA®
and STEDESA®, a novel anti-epileptic currently
Sunovion Pharmaceuticals Inc.
under FDA review. Dur ing his twenty years of
experience in the pharmaceutical industry, Brad
has built expertise across a broad range of key areas in product development and management.
He began his pharmaceutical career in manufacturing working on Rocephin® and later was a
pricing/contract manager for Roche’s hospital portfolio. After several years of R&D management
consulting work with Parexel Inc., Brad then joined Merck and spent over eight years gaining
experience in sales, market research, and both U.S. and global marketing.
He joined Sunovion in 2008, as a member of the new products planning team, during which he
was the commercial lead for the development and lifecycle planning of STEDESA with Sunovion’s
licensing partner, BIAL-Portela & Cª, S.A. In 2010, Brad also assumed brand responsibility for
LUNESTA. Under Brad’s leadership, the team developed the innovative and highly successful Follow the Wings® and
Project Luna™ campaigns, which leverage the brand equity of LUNESTA via integrated broadcast and digital tactics to
efficiently maintain awareness among patients and physicians. These programs, the first for the industry, have resulted in
LUNESTA obtaining its highest ever unaided awareness amongst target consumers while significantly reducing overall
promotional expense, and have contributed to LUNESTA reversing trend and growing sales in its eighth year on the
market.
Brad holds a Bachelors of Science, with honors, in Chemical Engineering from Purdue University and an MBA, cum
laude, from New York University, Stern School of Business.
Bradford Sippy
64 | DTC Perspectives • Summer 2013