DTC Perspectives Magazine - 2014 annual issue

THE SOURCE FOR DIRECT TO CONSUMER THOUGHT LEADERS

MAGAZINE 2014 Annual Issue

P E R S P E C T I V E S

MANAGING SUCCESS: FLIPPING THE PARADIGM TO KEEP BRANDS RELEVANT

INNOVATIVE HEALTH: GETTING INVOLVED AT THE POC TO SUPPORT PATIENT CARE

TESTING THE PMIs: CREATING EVIDENCE-BASED RX INFORMATION FOR CONSUMERS

THE RIGHT PATH Create and apply a patient journey model to DTC marketing to generate clarity among all of the clutter

DTC NATIONAL CONFERENCE

April 7-9 2015

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2014 Annual Issue

4 Editor’s Desk 6 Industry Reports

DTC National Awards

A series from Crossix RxMarketMetrics

8 Facts & Figures Key stats from our 2014 fall conferences

11 Managing Brand Success in Market

MUKARRAM BHATTY OF DIGITAS HEALTH LIFEBRANDS

N A T I O N A L

24

14 Pharma and Digital Health at the Point of Care DAVID ORMESHER OF CLOSERLOOK

18 Creating Clarity from Clutter

MEGAN O’CONNOR & ELIZABETH ROONEY OF INTOUCH SOLUTIONS

22 Creating Evidence-Based Prescription Medication

Information for Consumers TODD GREENWOOD & LISA WEISBERG OF HEALTHED

24 DTC National Advertising Awards

A review of the winning brands and campaigns targeting Rx consumers

42 Top 25 DTC Marketers of the Year

MCH National Awards

65

Profiles from members of the 2014 Top 25 class

58 DTC Hall of Fame Inductees Profiles of the 6th inductee class

65 Multicultural Health Marketing Awards

POC National Awards

A review of the winning brands and campaigns targeting key multicultural populations

83 Outstanding Multicultural Marketers of the Year Profiles of the 2014 Outstanding MCH Marketers

89 Top POC Marketers of the Year Profiles from members of this year's Top Marketers

94 On the Floor

89

Some of the festivities from DTC Perspectives’ 2014 conferences DTC Perspectives • 2014 Annual Issue |

3

Being Where Your Brand Needs to Be I find it interesting to see how empowered the patient has become over the years.

While great improvements have been made, the information gap is still there. As pharma continues to evolve with the patients and their needs, changes continue to emerge that shake things up.

Seeing the breadth of content about patient engagement at our POC National Conference alone demonstrates just how much the patient wants and needs information and support. There are constantly new channels and platforms popping up; new ways for brands to connect with their end-user. For example, the utilization of patient portals or wearables opens up new avenues for engagement. It allows you to be there for your patients when and how they want it.

A brand today is expected to know where their patient has been and is currently so they can help that patient move forward appropriately. One way to know how to guide patients properly is by creating a patient journey document. This will help the marketing team map out where the brand should be and what message (eg, disease education, branded messaging, adherence support, etc) it should be delivering – throughout the patient’s entire treatment continuum. As Megan O’Connor and Elizabeth Rooney of Intouch Solutions detailed in their article (see Creating Clarity from Clutter), “the best patient journeys are both simple and highly visual, so they can be easily shared and understood, and referenced regularly. They lay out the various pathways of a patient’s life not like a roadmap, but like a ‘Choose Your Own Adventure’ story, with stops, starts, swingbacks, shifts in direction, and critical choice points highlighted. They can be broken into phases for ease of understanding, but those phases need not necessarily be linear or progressive; patients may skip phases, go into remission, or relapse. Some overarching goal may wait at the finish line – or the tale may be cyclical, repeating over time.”

Once a strategy is in place and has been launched into market, it needs to be measured and adjusted. And with this landscape continuing to progress as quickly as it is, continuous optimization is required. As Mukarram Bhatty noted in his article (see Managing Brand Success in Market), “You should consider a ‘triangulation’ approach to get to the answer [to the inevitable ROI question]; traditional econometric models are getting harder and harder to configure as the market and media landscape continues to disrupt old paradigms. Optimization of media tactics and placements is a real-time activity. Content can be energized on a monthly or quarterly basis. But most importantly, strategy must be informed in sync with the changing market environment, or at the very minimum, every brand-planning cycle.”

What Matters to You in Partnerships?

P E R S P E C T I V E S Robert Ehrlich Chairman and CEO Jennifer Haug Director of Publishing & Awards Scott Ehrlich Vice President of Marketing & Development Amanda Lawhorne Vice President of Operations John Woodbridge Director of Sales & Marketing Divad Miles Database Coordinator Patrick Bender Special Projects Coordinator

Any marketer will say that the partnerships between clients, agency and solution providers are crucial to a campaign’s success. What do you value in your relationships? Tell us by taking our brief survey, The Client-Partner Relationship. We will share the results in the 2015 annual issue of DTC Perspectives Magazine, set to be released in the first half of the year. Visit the survey page on www. dtcerspectives.com for more details as well as future surveys.

Sincerely,

Jennifer Haug

P.S. – We’d love to hear from you! Send an email or Tweet to DTC Perspectives or myself: info@dtcperspectives.com @dtcperspectives jennifer@dtcperspectives.com @jen_haug

4 | DTC Perspectives • 2014 Annual Issue

DTC Perspectives is Published Annually By: DTC Perspectives, Inc. 881 Ponce de Leon Ave NE Suite 4 Atlanta, GA 30306 Phone: 770-302-6273 ELECTRONIC SERVICE REQUESTED FREE to Qualified Industry Subscribers in the U.S. Apply online at www.dtcperspectives.com.

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No part of this publication may be reproduced in any form unless given permission by the publisher.

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Industry Reports

Putting the spotlight on reports important to DTC Consumers Facing Greater OOP

May Make Riskier Health Decisions Consumers are and will continue to experience greater 900 out of pocket (OOP) costs under the changes in the insurance marketplace. According to a recent report by Deloitte, Dig800 deep: Impacts and implications of rising out-of-pocket health care costs, consumers are paying more for health premiums and also700 suffering higher OOP cost-sharing. To ease the burden of 600 rising costs, US respondents to Deloitte surveys “have shown a willingness to skip care and/or use over-the-counter500 products to avoid the cost of doctors’ office and hospital visits.

Some opt to not fill prescriptions, take less than the prescribed400 amount, or have trouble getting behavioral health care.”

300 To counter the chance of patients not filling a prescription or following their regimen as prescribed, Deloitte highlighted200 the usage of discounts, such as co-payment cards and coupons, to help offset rising costs. Positioning a brand as an overall100 health care solution, through disease management or adherence 0 programs, is another way Deloitte recommends helping patients. This in turn, will create a patient who prefers to stay loyal to a particular brand.

Aggregate Spending on Selected Categories

Foreign Travel

New motor vehicles

Telecom and internet services

Clothing and footwear

Food for off-premises consumption

OOP health care

US $ Billions, 2012 Source: Bureau of Economic Analysis and Deloitte calculations.

Deloitte 2014.

1 in 4 Americans Unfamiliar with

Health Insurance Terms, Concepts A recent survey from the Kaiser Family Foundation interviewed more than 1,200 Americans to determine how well they knew and understood health insurance. While majority of the adults were insured, they did also include an oversample Majority of Americans Do Not Know What of non-insured adults in Assessing Americans’ Familiarity “Health Insurance Formulary” Is with Health Insurance Terms and Concepts. Using GfK’s KnowledgePanel, interviews were also conducted in English The form you send to your insurance company when you need to 5% have a medical bill paid and/or Spanish to help prevent any language barriers.

When asked which option from a list of three options best defined what a “health insurance premium” is, nearly a quarter The name for permission you must get from your insurance 9% company before surgery will be covered of respondents either got the question wrong or did not know the answer. In another question, roughly 80% of respondents knew that you must pay for insurance each month; meanwhile The list of prescription drugs your health plan will cover 33% 5% believed you only had to pay in the months when you used a health care service, and approximately 15% chose “do not know” as their answer. When it came to the area of Don't know 53% prescription drugs, respondents were asked which answer out of three options best described a “health insurance formulary.”

A mere one-third correctly selected “the list of prescription Did not answer 1% drugs your health plan will cover;” over half did not know.

(KFF puts the margin of sampling error at plus or minus three N=1,292. MoE: ±3 percentage points. Source: Kaiser Family Foundation, November 2014. percentage points.)

6 | DTC Perspectives • 2014 Annual Issue

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Health Monitor Network has proven ROI ⎯ We take an innovative approach to pharmaceutical marketing by developing customized, tailored marketing programs based on the individual goals and ROI needs of our clients. Targeted, powerful results are delivered through our integrated mobile, web, TV and print programs.

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Facts Figures

Key stats from our 2014 fall conferences

Pharmaceutical companies lose an estimated result of medication non-adherence globally.

$564 BILLION

each year as a

25% of all new scripts are never filled 50% of prescriptions are ineffective due to failure to take the drug or to follow instructions

Presentation Source: Tom Kottler of HealthPrize Technologies, POC National 2014

72% of mHealth users own more than one device. Multi-device owners are: 30% more likely to be on an Rx treatment 30% more likely to ask for a brand by name 200% as likely to switch medications as those without additional devices Presentation Source: Noah Beytin & Geoff McCleary of Digitas Health LifeBrands, POC National 2014

TOTAL HOUSEHOLD HEALTH SPENDING

BY MULTICULTURAL SEGMENT IN 2014 Represents $75 Billion in household consumer spending among these three market groups

22%

The total cost of obesity – including direct medical and non-medical services, decreased worker productivity, disability and premature death 61% – is estimated at

23%

22%

22%

32% 40%

17%

45%

41%

42%

Asian/Pacific Islander African-American Hispanic

$305.1 BILLION annually.

46% 38%

Presentation Source: Dr. Felicia Wade of Heart of the Matter, MCH National 2014

% Healthcare

8 | DTC Perspectives • 2014 Annual Issue

37%

35%

% Health Insurance

% Medical Services

% Medical Supplies

38%

% Prescription Drugs

Presentation Source: Henry Brulay of Geoscape, MCH National 2014

health

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Managing Brand Success in Market The healthcare landscape has transformed rapidly in this technology-led, customercontrolled world and the discipline of marketing must evolve with it to stay relevant to the needs, motivations, challenges and behaviors of its audiences. We must flip the paradigm from one of gaining the consumer’s attention to one that reflects understanding of today’s empowered consumer and healthcare professional (HCP), and the healthcare journeys they experience.

T

By Mukarram Bhatty

o be relevant, a brand must immerse itself contextually at critical junctures across the healthcare journeys and deliver relevant and meaningful value across a multichannel landscape without arbitrary channel boundaries.

The path to success in this customer-empowered and controlled world is in some ways quite simple. It is through the creation of tangible value for our audiences that we change mindsets, perceptions and intent, and create preference for our brands. This preference turns into proactive demand in the physician’s office, which in turn translates to more scripts.

Each channel, program, campaign and tactic must work in concert toward this goal. Managing success, therefore, must follow this same path and begin with a common definition and understanding of success.

Step 1: Define success and set goals Define the required shift in audience mindset, intent and behavior: Achieving financial outcomes through marketing is about changing customer mindsets. You must first establish specific goals for specific perceptions, intent and behavior that are necessary precursors to an active patient-HCP dialogue.

Establish complementary patient and HCP goals that allow you to track the behavioral shifts and lifts. Keep in mind that it’s not only through primary market research that customer intent and behavior can be tracked; for instance, customer intent is quite visible in the volume and sentiment of social dialogue and search behavior.

Forecast the expected financial outcomes: Sales forecasts based on a direct selling model are meaningless in the world of DTC marketing.You must identify optimal touch-point and content consumption paths that are most likely to elicit behaviors that precede a script, to predict future outcomes with reasonable accuracy. This leads to more reasonable and relevant goals for the incremental contribution of DTC and HCP marketing.

Establish tactical objectives and goals: Ideally, by this time you would have configured a multitouchpoint marketing campaign, programs and tactics to encourage the desired shift in consumer behavior. Each of these initiatives must have its own objective and KPIs (Key Performance Indicator); KPIs that are completely aligned with the overall marketing and customer impact objectives, complementary to each other to ensure multichannel synergies, and are actionable. These KPIs can be about reach, awareness, engagement and/or action.

Step 2: Establish data needs, feeds and warehousing The next step is ensur ing a mechanism to capture, transform, integrate and warehouse the right data. Data that can not only tell you how you are doing against your goals, but also why. The biggest challenge here might be breaking down the knowledge and intelligence silos that are prevalent in healthcare.

DTC Perspectives •2014 Annual Issue |

11

BRAND SUCCESS

Step 3: Analyze, synthesize and disseminate insight This is where an integrated, cross-channel, multi-audience approach is critical to truly understanding the interplay of various tactics and campaigns in driving desirable behavior.

Leading indicators like interactions and source to destination analyses can give you early warnings of any tactical or operational issues and insight into what to tweak to get back on track. Don’t just distribute pretty charts that leave the “so what” question unanswered.

At the same time, ensure there is a contemporar y mechanism in place to answer the inevitable ROI question.

You should consider a “triangulation” approach to get to the answer; traditional econometric models are getting harder and harder to configure as the market and media landscape continues to disrupt old paradigms. But this is a topic for another day.

Step 4: Create a continuous optimization loop to revitalize communications and reconfigure strategy Optimization of media tactics and placements is a real-time activity. Content can be energized on a monthly or quarterly basis. But, most importantly strategy must be informed in

sync with the changing market environment, or at the very minimum every brand-planning cycle.

To summarize, in order to optimally manage brand success in today’s market, you must first clearly define success and then establish financial, customer and communications goals.

All along, collect and analyze the right data to establish how you are doing and why, disseminate insight, and ensure a continuous optimization loop that allows for timely alterations in tactics and ongoing relevancy of your strategy. Rinse and repeat. DTC Mukarram Bhatty is head of Digitas Health LifeBrands’ Strategy & Analytics practice. Mukarram is an MD and an MBA, and brings with him 20 years of experience delivering outstanding results as a senior leader in business strategy, brand strategy, integrated marketing planning, relationship marketing and performance management. As a senior member of the S&A team since 2008, he has provided strategic thought leadership to some of our biggest pharmaceutical clients. Prior to joining Digitas Health, Mukarram established and spearheaded the Insight and Analytics practice at Capital C communications in Toronto, providing strategic solutions to fortune 500 clients across diverse sectors: Financial Services, Automotive, Retail, Telecom, CPG, and Chemical Manufacturing. He can be contacted via email at mukarram.bhatty@ digitashealth.com.

REACH THE RIGHT DTC MARKETERS T R DIREC URCE FO THE SO

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Multicultural Health National Marketi

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• Efficient Targeting: Reach pharmaceutical marketers for a fraction of the cost than other industry publications • Engaged Readers: Loyal subscribers read us coverto-cover, recognizing our content as valuable and relevant to their business • Exclusive Content: In addition to coverage from our DTC National, the annual issue will provide information that marketers will continue to reference throughout the year.

For more information please contact John Woodbridge at John@dtcperspectives.com or 770-302-6273 x105

Opportunity for integrated presence through DTC Perspectives magazine, our website, e-mails /e-newsletters, and conferences.

12 | DTC Perspectives • 2014 Annual Issue

TREATO: GENERATING THE VOICE OF THE PATIENT ONLINE You know your patients are online, searching for information and making treatment decisions – but do you know what they’re saying? At Treato we analyze millions of health conversations online in real time to generate the voice of the patient every day.

BIG DATA ANALYTICS OF THE SOCIAL WEB WITH TREATO 2 billion health related discussions

Did you know?

40,000 drugs & conditions

23%

10,000s of sites, forums & blogs 24/7 in real-time, over time

of drug-related posts by patients are questions

KEY TOPICS BEING DISCUSSED:

WHO’S DOING THE TALKING?

According to Pew, 72% of consumers are online for health-related reasons. We took a look at the data to see who’s talking.

OHSS/PCOS Heartburn

FEMALE : MALE RATIO

ROLE

4:1

78% Patients

22%

Caregivers

MOST DISCUSSIONS ABOUT SWITCHING BETWEEN THERAPIES:

Depression & Anxiety

TOP RECENT TRENDING CONDITIONS*: Ebola

Rosacea Hot flashes

1392%

Dermatitis

82%

ALS

60%

Severe Depression

51%

Stroke

Parkinson’s Disease

45%

Emotions i.e. “angry,” “unwell”

* Based on a 3 month analysis

Dry mouth Tantrums Reflux ADHD

ADHD

Pain

Cancer

Multiple Sclerosis

DECEMBER 1ST IS WORLD AIDS DAY A look at 1,051,688 online discussions about HIV across 1862 forums & blogs reveals this key segment breakdown and overview of topics being discussed:

TREATO The voice of the patient

hiv

cancer G e ƒP utin ro sti

22%

Caregiver

back avoid care person aids people test symptoms arv blood give transmit ƒPF diseases sex tor tests vaginalrisk feel c run pill easier man stop tested intercourse do good contact drug line testing long sexual ase fluid make negative quote drugs disestopping obvious girl hiv infection support infected sexually including partner issues husband common gay

Patient

Female

treatment

78%

18%

past

Male

t resul

82%

issue put reason felt matter res casewomen trust full ear anxiety show relationship cells marriage called safe told unprotected transmitted smallsystem read ch infections godfeeling men life cond fact hope stem anal condom oms results work father start order health virus

Treato offers a range of solutions to help companies access real time patient voice insights about all brands, treatments and conditions. Contact us to learn more about how accessing the voice of the patient can help you reach your business goals. Visit corp.treato.com or email us at info@treato.com

Pharma and Digital Health at the Point of Care Innovation brings both opportunity and change, and this is true with emerging point of care technology.There is a pressing need for help in the three critical areas of Prevention, Diagnosis and Monitoring. But how can the industry get involved to help support patient care?

I

By David Ormesher

n the Fall 2013 issue of DTC Perspectives Magazine, I suggested that the real innovations in improving the physician-patient experience were no longer coming from the healthcare industry but from entrepreneurs, many of them new to healthcare. I argued that pharma in particular is essentially acquiescing to tech newcomers despite the fact that arguably there is no other industry player who is so integrally linked to innovations in the delivery of healthcare.

In the last few months, it has become clear that the leadership in consumer health innovation is in the hands of the large consumer electronics companies like Google, Apple, Qualcomm and Samsung, as well as mobile phone carriers such as Verizon and AT&T. While their focus is initially in the largely unregulated health and wellness sector, there is nothing inherently limiting them from moving into the clinical realm.

In fact, Samsung has already declared they are making a $2 billion investment in building a pharmaceutical company.

Early-stage startups, such as Trial Fusion, are building the capacity to manage the regulatory approval process for digital health products.

The business rationale is obvious. Healthcare is a growth sector with enormous inefficiencies. What’s there not to like about it if you’re an entrepreneur or an investor? Digital health is one of the fastest growing segments for investor dollars. By mid-2014, $2.4 billion had already been invested in digital health, more than in all of 2013. The typical reticence by investors to taking positions in startup healthcare companies has evaporated. According to Rock Health, there are at least eleven late-stage venturebacked health companies ready to IPO, which will bring in a flush of new public money to fund additional growth among these health tech firms. With market momentum shifting to consumer health technology and its ecosystem of venture capital and investment banks, is there still a role for pharma?

14 | DTC Perspectives •2014 Annual Issue

How are these changes in consumer health technology impacting the physician’s office?

Technology in the physician’s office

The adoption of technology in the physician’s office has followed a predictable path of efficiency and automation.

Early applications automated the billing, payroll and payer reimbursement functions. They included accounting systems, treatment codes and fax machines. The last ten years have seen the emergence of EMR platforms, e-prescribing and patient portals. These tools used Internet technologies and systems integration services.

The next wave of innovation will see a more comprehensive digitization of the provider landscape. An important aspect will be patient-centric digital health tools. These applications will fall into three functional categories: 1. Content apps will provide disease information, wellness apps, Rx information, social media platforms for discussing symptoms and remedies, etc.

2. Digital health tools will provide symptom and activity tracking, remote patient monitoring, and adherence support.

3. Rx integration will move technology into a direct support role for prescription drugs. These technologies will include companion digital diagnostic tools, decision-support tools for providers, and titration monitors.

Pharma was not a contributor to the early applications of practice management technology, but there is a strategy for pharma to play an important role in the next wave of digital health tools.

Impact of digital health in the doctor’s office

Innovation brings both opportunity and change, and this is true with emerging consumer and patient point of care technology in the physician’s office. Among the many challenges facing physicians today is the pending deluge of consumer and patient health data. There is an assumption that

D I G I T A L H E A LT H I N P O C

the various personal health trackers and clinical data sources can be monitored and triaged by primary care physicians, but there are not yet adequate tools to help patients and physicians use consumer health data at the point of care.

If you discuss this consumer health data trend with primary care physicians, many will even challenge the basic assumption that raw data generated by consumer devices will be meaningful in the first place. Physiological data is personal and must be assessed in the context of individual and family medical history. In addition, most primary care physicians are already overworked. In the case of new consumer health tools, innovation is not creating efficiency, it’s adding to the workflow. If digital health hopes to find a home in the doctor’s office, it must find a way to overcome the bandwidth limitations of physicians, or better yet, create more efficiency at the point of care.

How can industry help doctors overcome the constraints of what might otherwise be seen as a breakthrough in realtime reporting of consumer and patient health conditions?

How can technology help extend the definition of “point of care” beyond the physical boundaries of the exam room without pecific arena of consumer health innovation. There is a pressing need for help in the translation of consumer health data to clinical practice in the three critical areas of Prevention, Diagnosis and Monitoring.

The “jobs” that clinicians perform

There are three pr imary clinical jobs – Prevention, Diagnosis and Monitoring – that primary care physicians perform. The first, Prevention, is a long-term commitment with the patient to avoid illness in the first place. During the annual physical, the internist and patient have a frank and open conversation about health and lifestyle choices, and often the physician will make behavior change suggestions to promote health. The second job of the doctor is Diagnosis. When a patient presents with a litany of symptoms, the physician will combine a thorough medical history, physical exam and diagnostic tests to determine a diagnosis and present a treatment plan. In their third job, Monitoring, clinicians follow up with patients, monitor treatment and encourage medication and behavior change to promote recovery in the acute setting and optimize management and quality of life in those with chronic illness. To provide value, the promise of point of care innovation must address at least one of these jobs.

Digital monitoring

Digital health tools can support a range of use cases, from wellness (weight loss, exercise, behavior change, education, tracking) to elite athlete performance management (sports, exercise, rehabilitation, nutrition) to clinical (remote patient

monitoring, post-discharge tracking of key clinical markers, and titration monitoring).

Promising applications already exist to set personal health goals, track symptoms, encourage behavior changes and nudge medication compliance. Patients receive real-time feedback on their progress towards recommended lifestyle changes. With some applications, the healthcare professional receives an alert when there is a significant aberration from personal baselines already established between the physician and the patient.

At this stage in the development of technology, the likelihood that a consumer activity monitor or mobile health device will provide unique data that is more valuable to a physician than a medical history is still remote. However, digital patient monitoring devices for chronically ill patients with diabetes, CHF, asthma or heart disease will soon be able to capture data on vital signs or clinical parameters that will be a helpful decision support tool in avoiding re-hospitalization.

There is a pressing need for help in the translation of consumer health data to clinical practice in the three critical areas of Prevention, Diagnosis and Monitoring.

The traditional, pre-EMR doctor-patient relationship didn’t empower the patient with the ability to track and monitor personal health data. This has already begun to change with the emergence of patient portals and consumer access to medical records, and patient engagement will accelerate as the difference between health & wellness and clinical digital applications fades, and the lines between regulated and unregulated devices blur. The physician-patient relationship is in flux and in need of fresh ideas and relevant innovation.

Getting started

There are two primary brand strategies that pharma can use to participate in digital health at the point of care. The first strategy is to make an unbranded commitment to the physician’s office. To maximize physician use, content apps and tools generally should be unbranded. Pharma’s reputation has not engendered enough trust with physicians to offer branded content for use in the physician-patient conversation. The goal of offering convenient and useful unbranded content is to build trust with doctors.

DTC Perspectives • 2014 Annual Issue |

15

D I G I T A L H E A LT H I N P O C There are also opportunities to take a branded approach to digital health offerings, but there must be significant value in the integration of digital health into the pharmaceutical drug regimen itself. If providers see value in a custom digital app for remote patient monitoring, titration feedback, or as a source for diagnostic data, it is more likely that it will be adopted. The same thinking that goes into a successful drug launch should go into a successful digital point of care tool.

The most effective approach will maximize benefits for the patient at the least cost – workflow and financial – to the physician and the payer. A successful digital health tool needs to offer a differentiated experience. The pharma marketing team should examine point of care needs and opportunities from the perspective of its own unique disease and treatment expertise.

“GET ME COPIES OF THAT

The goal of offering convenient and useful unbranded content is to build trust with doctors.

Much more than the large consumer technology companies, pharma has a number of key assets – science, technology, data – that can be used to fund, design, develop and support both single and integrated solutions to help improve the physician-patient relationship at the point of care. Given the historical role that pharma has played in developing innovative pharmaceutical products that are prescribed at the point of care, there is a very real but narrow window of opportunity for pharma to reprise its leadership role, this time in consumer digital health. The time to act is now. DTC [Editor’s Note: This is the full-length feature from David Ormesher’s article post, “Consumer Health Innovation & The Window of Opportunity for Pharma”, from our e-newsletter, DTC in Focus. To view those monthly issues, visit the Publishing section of www.dtcperspectives.com.]

David Ormesher provides leadership and direction for closerlook, inc., a digital marketing agency serving the pharmaceutical industry. As founder and CEO, David has taken closerlook from a small, creative media boutique and grown it into a recognized leader in creating innovative relationship-marketing solutions that help pharmaceutical brands build and maintain relationships with their most valuable healthcare professionals. David serves on several non-profit boards, including Lyric Opera Chicago, the Lurie Children’s Hospital Foundation and the Innovation Board of XPRIZE Foundation. He is also a founder of Bigger Future, a social enterprise building the capacity of high-potential entrepreneurs in Rwanda. David can be reached at dormesher@closerlook.com and on Twitter @ormshr.

16 | DTC Perspectives •2014 Annual Issue

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For more information, please call Jennifer Haug at 973-457-5718 or email at Jennifer@dtcperspectives.com

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Creating Clarity from Clutter Applying the patient journey model in DTC marketing Being an increasingly empowered patient is putting individuals right at the center of their healthcare management. But what do we, as brands, really know about our end customer? By using a patient journey analysis, marketers can gain a better understanding of the patient throughout their entire experience.

I

By Megan O’Connor and Elizabeth Rooney

n today’s pharmaceutical marketplace, the patient is front and center. The reasons for this are numerous – the growing empowerment of the patient in his or her own care and the growing amount of information available to that patient are perhaps the two most notable of these – but the bottom line is that brand managers can no longer get away with the historical oddity of largely ignoring the very people that use their products. Like every other industry, we have to know our end customer.

But knowing our customer isn’t as simple as figuring out what inspires him or her to drink a particular brand of soda or watch a particular TV show or buy a particular car. Making choices about one’s health is fundamental in ways that other brand choices simply aren't. Or, put another way, we are asking patients to choose to put their lives in our hands. So our level of understanding of the parameters of that choice must meet a much higher level of clarity than Coke or NBC or Toyota must meet. We need to try to understand everything that influences that choice – the patient’s entire journey.

Patient journey analysis

The goal of patient journey analysis is to understand what’s happening to the patient during the entirety of their interaction with a disease – from the first appearance of symptoms to diagnosis to treatment and all the way to the end of life if necessary. The model is especially applicable to

18 | DTC Perspectives • 2014 Annual Issue

chronic or long-term conditions, but can be applied in acute conditions as well.

The purpose of this exercise for marketers is to provide a perspective or lens that is not brand- or product-centric, that focuses only on the experience of the patient. This is critical in pharma, because so much time and care is spent understanding what marketers can and cannot do within the industry's regulatory limitations that our view of what is important to the person we actually are treating is often blurred. So to regain that perspective, we need to dig in and concentrate on building an understanding of the actual people we mean to treat – their mindset, who and what is influencing them, the key milestones in their lives, their barriers to treatment, the times and places where they are in need of support, or are not.

With all the options available to the modern marketer, this sort of understanding is a way through the clutter to clarity in marketing choices.

No one-size-fits-all roadmap exists to developing a patient journey. Patient experiences are too distinct to permit it, and conditions vary widely. The journeys we’ve worked on at Intouch started with a roomful of smart people – brand teams, consumer marketing, physician marketing, agency staff, sales leaders, researchers, legal/regulatory, management, basically every internal constituency of a brand with relevant experience that can be brought to bear. We began with some assumptions, the assumptions that seemed to be underlying marketing

P A T I E N T J O U R N E Y A N A LY S I S choices to date. We plotted what we thought we knew, and what we didn't, and sought to validate what we thought we knew, and find out what we didn't. Slowly but surely, over several meetings across weeks or months, this collaboration led to an agreement over what is true about the patient experience. That agreement is the beginning of a patient journey document.

Consider the irritable bowel disease patient. Irritable bowel disease is notoriously difficult to diagnose; patients may often go to multiple doctors over a period of months or even years before finding out with any certainty what is happening to them. How many doctors does a typical patient have to see to be diagnosed? What is the effect of all of the delay, the uncertainty, the lack of answers, on this patient? By the time an IBS patient even finds your hypothetical treatment, she may have gone through a whole roller-coaster of medical, not to mention life, experiences. And all of those blind-alley dialogues with doctors and interactions with other medicines – the wrong medicines – will almost certainly lead to a skeptical attitude. So what does this mean for your brand? At what times and places in the frustrating IBS experience will an intersection with your brand be most valuable or appreciated? That is the foundational question behind any attempt at communicating with the IBS patient – and that is the question that a patient journey analysis aims to answer.

Disability sets in

Patient journeys may even stretch across more than one person. Consider the hemophilia patient. At the beginning, the decision maker is a concerned parent faced with a lifelong series of challenges for their child. Then comes a transitional phase in which patients are becoming independent, which means communicating to a teenager rather than that teenager’s mother, with a chronic disease laid on top of all the usual complexities of growing up and young adulthood. And then moving into adulthood and managing the disease while in the professional world or starting a family. And since hemophilia is genetic, the cycle may start again as the patient becomes parent to another patient.

Once developed, a patient journey is used across all business functions; it is the foundation beneath every fundamental decision that is made about a brand.

In some cases, such as addiction treatment or cancer relapses, the path is far from a linear one and can be more cyclical in nature.

The patient journey document

So what does a patient journey document look like? In our experience, the best patient journeys are both simple and highly visual, so they can be easily shared and understood,

Family has to jump in

Sudden change in life

Treatment and rehabilitaion begins

Proud

Fear Difficulty sleeping

Advocate for research

Some tingling in fingers/toes

Medication and exercise for life

Counseling Treatment regimen implemented

Confusion Fatigue

stage 4 stage

3

ing to Learn gain live a

Regaining some independence

Staying healthy for life

stage 1 No cause for Worry

Still frustrated

stage 2 Sudden attack

Patient Journey

Source: Intouch Solutions DTC Perspectives • 2014 Annual Issue |

19

P A T I E N T J O U R N E Y A N A LY S I S and referenced regularly. They lay out the various pathways of a patient’s life not like a roadmap, but like a “Choose Your Own Adventure” story, with stops, starts, swingbacks, shifts in direction, and critical choice points highlighted. They can be broken into phases for ease of understanding, but those phases need not necessarily be linear or progressive; patients may skip phases, go into remission, or relapse. Some overarching goal may wait at the finish line – or the tale may be cyclical, repeating over time.

Once developed, a patient journey is used across all business functions; it is the foundation beneath every fundamental decision that is made about a brand. The marketing function in particular should constantly be reviewing the patient journey.

Can we capitalize on some common thread in our patients’ lives? Can we change behavior that is counterproductive to healthy outcomes? Can we identify places where we haven’t done a good enough job of communicating the value of our brand, or where patients need support that isn’t being provided? The patient journey is used, or at least referenced, in virtually every piece of communication that a brand releases into the marketplace. In fact, an omnipresent outside observer should be able to inductively recreate the patient journey just from observing the communications and support tools we create, and the timing and location of their appearance.

How might a patient journey document impact your marketing plan? Perhaps the nature of a disease forces patients to see a large number of specialists by the time they come to your product. This can inform your approach. Do they trust you? Are they tired? Do they want more control? That can answer how you engage them and help solve their problems.

Or perhaps you are working with a drug that offers high efficacy but the potential of multiple interactions with other common treatments; as a result, you’ve found that physicians would like to prescribe it, but are discouraged by the time it takes to explain the options and understand the patient condition. So you provide an in-office survey that can be filled out on a mobile device while the patient waits for the doctor, speeding up the process of discovering potential interactions.

All of this may seem obvious to an outside observer – but without the act of gathering all of the brand’s internal constituencies to share knowledge and decide what matters, the critical decision makers in each case – marketing, sales, whomever – may simply not realize the importance of these particular moments or barriers.

Why?

What benefits can accrue from developing a patient jour ney document? The most cr itical one, perhaps, is clarity in marketing choices. With technology permitting communications at nearly any given time or place across a whole buffet of possible media, brand managers have to be brutally efficient with their dollars. And to do that, they must

20 | DTC Perspectives • 2014 Annual Issue

know – not think they know, but actually know – the times and places at which the meaningfulness and actionability of their messages to patients will be maximized. Without this knowledge, dollars may be spent across too many touchpoints, introduced at the wrong point in the patient journey, or attempt to solve a problem the customer doesn’t have.

The benefits of developing a patient journey analysis are not limited to those seen in the marketplace, though. With companies cycling staff through brands at what seems to be a faster pace every day, the patient journey can provide a continuity in approach that might not otherwise exist. New decision makers may make new tactical choices, but they will make those choices based on the same validated set of starting conditions.

That is not to say that the patient journey document should be encased in cement – and therein lies another benefit.

Patients change, indications change, marketplace conditions change – so the patient journey must change, too. Every six or twelve or eighteen months, all of those smart people should gather in a room again to decide if their conclusions from last time around still hold water today. Let’s hope they don’t actually – since that is how you’ll know that what you are doing is making a difference. The act of having that conversation, just like the initial act of creating the document, forces decision makers to make and announce clear choices about what matters to their brand at any given moment.

Managing brands is a journey, too, a journey that requires constant adaptation – and the creation and maintenance of a patient journey document means that that adaptation will become a carefully considered and validated part of the brand’s management, never ad hoc or improvisational.

The last benefit is perhaps the most important. We are in the business of improving patients’ lives; for us it is business, but for them it is life. By looking through the eyes of your patient “first person” and validating what you find with research, you can create a plan that efficiently prioritizes and meets business objectives while creating meaningful, engaging, and memorable experiences for patients that will reach them at the right times and places in their lives. No matter how beneficial or revolutionary your brand might be, without that connection, all you are making is noise. But with it, your brand can actually participate in the lives of your patients, and maybe even affect their therapy success. DTC

Megan O'Connor is Megan O’Connor is Senior Vice President, Strategy, at Intouch Solutions. More than 20 years in agency business has given her a wide range of experiences in and out of healthcare, and her 7+ years at Intouch have provided opportunity to work on a variety of pharma brands and clients. Her passion for the patient comes through in every project, program or challenge.

Elizabeth Rooney is a passionate and insightful creative leader fluent in business, science and marketing. In her 15+ years of experience, she has owned and sold her own agency as well as helped build one of the largest digital marketing agencies within WPP. Today she continues to raise the bar as a creative leader at Intouch Solutions, serving top pharmaceutical clients and brands.

JUNE 18-19

THE FOUR SEASONS

ATLANTA, GA

FOR MORE INFORMATION VISIT WWW.HMNCONFERENCE.COM

Creating Evidence-Based Prescription Medication Information for Consumers Prescription Medication information (PMI) can be confusing and overwhelming for consumers. This can be largely attributed to a lack of standardization. With consumers playing an increasingly larger role in managing their healthcare, they often do not understand the rationale for or distinctions between the different PMIs.Thus, the Patient Medication Information Initiative has begun.

C

By Todd Greenwood & Lisa Weisberg

onsumers often receive prescr iption medication infor mation (PMI) in a var iety of for mats. For example, Patient Prescr ibing Infor mation (PPI), Medication Guides, patient-f acing Impor tant Safety Information documents, and, sometimes, summary information are included with prescriptions at the pharmacy. Plus, there is the information found on brand.com websites. The rationale for and distinctions between these different PMIs are lost on most consumers, as well as on healthcare providers.

PMI can also be confusing and overwhelming for consumers. And although the FDA requires that evidencebased standards be employed in the testing of medications, no standards exist for testing educational materials. But perhaps there should be now, with consumers playing an increasingly larger role in managing their own care. Consumers need to be able to find, understand, and use information effectively.

With medication information becoming more equated with public health outcomes, an effort called the Patient Medication Information Initiative has begun. This is a plan to standardize drug information into a document with a single format. This would replace all the print documents – Prescribing Information, Med Guides, and the like – that now accompany prescriptions. The FDA has determined that with this standardized approach, all the necessary information would fit within a strict format. Drug manufacturers would still write and format the content, but the plan calls for a single one-sided page of information. This page would have standard sections and header names, similar to how Drug Facts are defined for OTC products.

While some in the industry are encouraging the FDA to move quickly on this initiative, others question the approach, particularly the one-page limit. Although length and format of PMI are important, they shouldn’t be the only areas of focus. The top concern should be how well patients can use that information. Perhaps the FDA could start with that end in mind, establishing a process to evaluate the impact of PMI. An evidence-based approach could help ensure that patients

22 | DTC Perspectives • 2014 Annual Issue

can not only comprehend information but act on it effectively.

With a standardized approach to testing the information, PMI can be optimized to help consumers determine which actions to take at critical junctures – for example, when consumers are considering a new medication, when they start a new medication, and when they choose to discontinue the drug or adhere to the regimen.

Testing PMI with consumers can be costly, but the process could help ensure that we deliver information with the same level of care that we assign to medication testing.

The FDA would not have to search far to find appropriate evaluation approaches. A Label Comprehension Study is a standardized model used to support certain FDA drug applications, such as Rx-to-OTC switches. In the past, Label Comprehension Studies have helped demonstrate for the FDA

P R E S C R I P T I O N M E D I C AT I O N I N F O R M AT I O N

that consumers could make correct self-selection decisions based on complex Drug Facts labels proposed for OTC versions of statins.

These studies use a scenario-based testing approach, asking consumers what a hypothetical person should do in a specific scenario. For example, “Larry has been taking Drug X for 3 weeks and begins to feel muscle cramps. What should Larry do?” Scenario testing goes beyond basic comprehension testing and may be a strong predictor of how consumers will use PMI for real-life decisions. A scenario-based approach could also be used to test understanding of direct-to-consumer websites.

These sites are critical as sources of medication information, so evaluating how well consumers understand the risk and benefit information on brand.com websites can direct us to making any necessary changes to increase comprehension.

Another FDA-endorsed approach to evaluating consumer information can be found in medical devices with Instructions for Use (IFU). In IFU studies, patients are handed a device, such as a self-injection pen, and an accompanying information sheet. Then they are observed using the device unaided. This behavioral observation allows for an iterative and empirical approach to improving the design of IFU guides and can ultimately reduce human error. The IFU evaluation approach is appropriate for testing other procedural components of PMI, such as dosing.

Testing PMI with consumers can be costly, but the process could help ensure that we deliver information with the same level of care that we assign to medication testing. Plus, the compensation could be immense because useful PMI can improve patient health, reduce errors, increase compliance, and potentially even save lives. DTC Todd Greenwood, a health education and strategic consultant for HealthEd, has an extensive background in building and delivering value-based solutions for high-profile consumer, DTC, and patient marketing programs. He holds a PhD in instructional systems technology from Indiana University and an MPH in health communications and health behavior from the University of Michigan. Todd can be contacted by email at t.greenwood@healthed.com.

Lisa Weisberg, as concept director for HealthEd, helps oversee the development of compelling and strategic creative work that serves the needs of both clients and patients. Before joining HealthEd, Lisa created consumer, business-to-business, and direct marketing campaigns for clients such as CVS, Showtime Networks, and Folgers Coffee.

Her work has garnered CTAM Mark and Rx Club Awards. Lisa graduated from the University of Maryland and also attended the School of Visual Arts. She may be reached via l.weisberg@healthed. com.

Experience Count$.

Ehrlich

Consulting Services

If your drug or device brand is currently doing or considering DTC advertising ask Bob Ehrlich to help improve it.

Bob Ehrlich has been involved in DTC for 17 years as a consultant, writer, and speaker. As CEO of DTC Perspectives, Bob has been a leader in the drug and device Industry. Prior to starting DTC Perspectives in 2000, Bob was responsible for the consumer launch of Lipitor in 1997.

Bob will help make your new or existing DTC program more effective. He can help with pre-launch, at launch, or at any point in the DTC cycle. Services include agency selection, strategy development, copy development, market research planning, ROI targets, media selection, and digital and social media.

Bob will personally work on all projects. No delegation to junior partners.

You have only one chance to launch a DTC effort.

Make sure you have the best advice.

Call Bob at 561-455-2394 or email him at bob@dtcperspectives.com DTC Perspectives • 2014 Annual Issue |

23

ADVERTISING AWARDS

2014

ADVERTISING AWARDS Winners of the 2014 Advertising Awards were revealed at the 14th annual ceremonial dinner, sponsored by Health Monitor Network. Showcasing the best in DTC marketing and advertising, Gold, Silver and Bronze awards were presented on the second evening of the DTC National Conference, earlier this spring.

A

dynamic group of pharmaceutical companies and brands were honored at the much-anticipated DTC National Advertising Awards dinner, sponsored by Health Monitor Network. Several hundred DTC

Marketing executives joined the celebrations to honor the finalists and learn who would receive accolades

for a job well done. Winners were announced across all 14 major categories, with subcategories defined by therapeutic condition for the Television, Print, Digital Media and Website categories. Each winner of the subcategories was then entered to place Gold, Silver or Bronze in its major category.

The DTC National Advertising Awards are designed to recognize the teams that develop insightful and impactful communication programs within regulatory guidelines.

Winners and finalists were determined by an independent expert judging panel: Deborah Dick-Rath, CEO and Founder of Epic Proportions; Mark Einhorn, Vice President, Advertising and Packaging Research of MVRG; Monique Levy, Vice President, Research, with Manhattan Research; Colin Seely, Ken Freirich of Health Monitor Network welcomes delegates to the DTC National Advertising Awards celebrations.

Vice President at Millward Brown; Jon Swallen, Chief Research

Officer of Kantar Media; and Fariba Zamaniyan, Senior Vice President of TRA (TiVo Research and Analytics).

DTC Perspectives and Health Monitor Network congratulate all of the winners and finalists! The 2014 winners – Gold, Silver and Bronze – are profiled on the following pages. (Note: The marketing details were submitted to DTC Perspectives with their initial entry to the Advertising Awards. Some assignments may have changed.)

24 | DTC Perspectives • 2014 Annual Issue

A HEALTHY DOSE OF SUCCESS ONLYCBS»

THE #1 NETWORK IN DELIVERING YOUR DTC TARGET

ADVERTISING AWARDS

Therapeutic Category Winners Best Website OSPHENA

ABILIFY

ONE TOUCH

Therapeutic Category Women's Care Brand Osphena Manufacturer Shionogi, Inc. Agency Publicis Kaplan Thaler

Therapeutic Category

Therapeutic Category

Mental Health Brand Abilify Manufacturer Otsuka America Pharmaceuticals Agency HealthWork

Diabetes Brand One Touch Manufacturer LifeScan Agency HyperPointe

SPIRIVA

CRESTOR

PREZISTA

Therapeutic Category Pulmonary Brand Spiriva Manufacturers Pfizer & Boehringer Ingelheim Agency Evoke Health

Therapeutic Category Cardiovascular Brand Crestor Manufacturer AstraZeneca Agency Digitas Health

Therapeutic Category HIV Brand Prezista Manufacturer Janssen Therapeutics Agency FCB Chicago

ENBREL

ANDROGEL

GILENYA

Therapeutic Category Inflammatory Brand Enbrel Manufacturer Amgen Agency Evoke Health

Therapeutic Category

Therapeutic Category

Men’s Health Brand AndroGel Manufacturer AbbVie Agency Digitas Health

MS/Alzheimer’s Brand Gilenya Manufacturer Novartis Agency FCB Health

CELEBREX

PILLCAM SB

MYRBETRIQ

Therapeutic Category Pain Brand Celebrex Manufacturer Pfizer Agency Publicis Kaplan Thaler

Therapeutic Category Medical Devices Brand PillCam SB Manufacturer Given Imaging Agency Intouch Solutions

Therapeutic Category Other Brand Myrbetriq Manufacturer Astellas Agency Klick Health

26 | DTC Perspectives • 2014 Annual Issue

ADVERTISING AWARDS

Therapeutic Category Winners Best Digital Media AFINITOR

ABILIFY

VICTOZA

Therapeutic Category Women's Care Brand Afinitor Manufacturer Novartis Oncology Agency The Cementbloc

Therapeutic Category

Therapeutic Category

Mental Health Brand Abilify Manufacturer Otsuka America Pharmaceuticals Agency HealthWork

Diabetes Brand Victoza Manufacturer Novo Nordisk Agency HyperPointe

SYMBICORT

CRESTOR

PREZISTA

Therapeutic Category Pulmonary Brand Symbicort Manufacturer AstraZeneca Agency JWT

Therapeutic Category Cardiovascular Brand Crestor Manufacturer AstraZeneca Agency Digitas Health

Therapeutic Category HIV Brand Prezista Manufacturer Janssen Therapeutics Agency FCB Chicago

XELJANZ

ANDROGEL

GILENYA

Therapeutic Category Inflammatory Brand Xeljanz Manufacturer Pfizer Agency Y&R

Therapeutic Category

Therapeutic Category

Men’s Health Brand Androgel Manufacturer AbbVie Agency Digitas Health

MS/Alzheimer’s Brand Gilenya Manufacturer Novartis Agency FCB Health

CELEBREX

MEDTRONIC

STELARA

Therapeutic Category Pain Brand Celebrex Manufacturer Pfizer Agency Publicis Kaplan Thaler

Therapeutic Category Medical Devices Brand Medtronic Manufacturer Medtronic, Inc.

Therapeutic Category Other Brand Stelara Manufacturer Janssen Biotech, Inc. Agency FCB Chicago

DTC Perspectives • 2014 Annual Issue |

27

ADVERTISING AWARDS

Therapeutic Category Winners Best Print OSPHENA

ABILIFY

LANTUS

Therapeutic Category Women's Care Brand Osphena Manufacturer Shionogi, Inc. Agency Publicis Kaplan Thaler

Therapeutic Category

Therapeutic Category

Mental Health Brand Abilify Manufacturer Otsuka America Pharmaceuticals Agency HealthWork

Diabetes Brand Lantus Manufacturer Sanofi-Aventis Agency Arnold NYC

SPIRIVA

XARELTO

REYATAZ

Therapeutic Category Pulmonary Brand Spiriva Manufacturers Pfizer & Boehringer Ingelheim Agency FCB Health

Therapeutic Category Cardiovascular Brand Xarelto Manufacturer Janssen Agency JWT

Therapeutic Category HIV Brand Reyataz Manufacturer Bristol-Myers Squibb Agency H4B Chelsea

XELJANZ

PROVENGE

GILENYA

Therapeutic Category Inflammatory Brand Xeljanz Manufacturer Pfizer Agency Y&R

Therapeutic Category

Therapeutic Category

Men’s Health Brand Provenge Manufacturer Dendreon Agency Anderson DDB

MS/Alzheimer’s Brand Gilenya Manufacturer Novartis Agency FCB Health

RELPAX

EPIPEN

RESTASIS

Therapeutic Category Pain Brand Relpax Manufacturer Pfizer Agency Grey

Therapeutic Category Medical Devices Brand EpiPen Manufacturer Mylan Agency GSW

Therapeutic Category Other Brand Restasis Manufacturer Allergan Agency Beacon Healthcare Communications

28 | DTC Perspectives • 2014 Annual Issue

ADVERTISING AWARDS

Therapeutic Category Winners Best Television PROLIA

CHANTIX

VICTOZA

Therapeutic Category Women's Care Brand Prolia Manufacturer Amgen Agency FCB

Therapeutic Category Mental Health Brand Chantix Manufacturer Pfizer Agency Digitas Health

Therapeutic Category Diabetes Brand Victoza Manufacturer Novo Nordisk Agency Rogue Producer, Inc.

SPIRIVA

PRADAXA

TAMIFLU

Therapeutic Category Pulmonary Brand Spiriva Manufacturers Pfizer & Boehringer Ingelheim Agency FCB Health

Therapeutic Category Cardiovascular Brand Pradaxa Manufacturer Boehringer Ingelheim Agency Grey NY

Therapeutic Category Other Brand Tamiflu Manufacturer Genentech Agency HealthWork

HUMIRA

ANDROGEL

LYRICA

Therapeutic Category

Therapeutic Category Pain Brand Lyrica Manufacturer Pfizer Agency Publicis Kaplan Thaler

Therapeutic Category Inflammatory Brand Humira Manufacturer AbbVie Agency Saatchi & Saatchi Wellness

Men’s Health Brand Androgel Manufacturer AbbVie Agency Digitas Health

GETAROUNDKNEE Therapeutic Category Medical Devices Brand GetAroundKnee Manufacturer Stryker Agency GSW

DTC Perspectives • 2014 Annual Issue |

29

ADVERTISING AWARDS

Best PR Event or Program SOUNDS OF PERTUSSIS

GOLD WINNER

Disease State Pertussis Manufacturer / Non-Profit Organization Sanofi Pasteur & March of Dimes Agency Biosector 2

ADVERTISE IN OUR NEWEST PUBLICATION The DTC in Focus Newsletter The new must-read free publication for health marketers.

Launched August 2014 Each issue focuses on a different theme to keep you informed on the latest issues.

For more information please contact John Woodbridge at John@dtcperspectives.com or 770-302-6273 x105

Best CRM

ADVERTISING AWARDS GOLD WINNER

XELJANZ Brand Xeljanz Manufacturer Pfizer Agency Y&R

SILVER WINNER GILENYA

Brand Gilenya Manufacturer Novartis Agency Saatchi & Saatchi Wellness

BRONZE WINNER OSPHENA Brand Osphena Manufacturer Shionogi, Inc. Agency Publicis Kaplan Thaler

DTC Perspectives • 2014 Annual Issue |

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ADVERTISING AWARDS

Best Drug Launch

GOLD WINNER

XELJANZ Brand Xeljanz Manufacturer Pfizer Agency Y&R

AUVI-Q Brand Auvi-Q Brand Team Members Sanofi U.S. Agency Publicis Healthcare Communications Group

BRONZE WINNER OSPHENA Brand Osphena Manufacturer Shionogi, Inc. Agency Publicis Kaplan Thaler

32 | DTC Perspectives • 2014 Annual Issue

SILVER WINNER

ADVERTISING AWARDS

Best Disease Education Website

GOLD WINNER

ASTHMA.COM

Disease State Asthma Manufacturer GlaxoSmithKline Agency Havas Worldwide

SILVER WINNER CCFA.ORG/ESCAPE THE STALL Disease State Crohn’s Disease / Ulcerative Colitis Manufacturer Crohn’s & Colitis Foundation Agency FCB Health

BRONZE WINNER MYDRYEYES.COM

Disease State Chronic Dry Eye Manufacturer Allergan Agency Beacon Healthcare Communications

DTC Perspectives • 2014 Annual Issue |

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ADVERTISING AWARDS

Best Disease Education Print Campaign GOLD WINNER RHEUMATOID ARTHRITIS

Disease State Rheumatoid Arthritis Manufacturer Pfizer Agency Y&R

SILVER WINNER CHRONIC MIGRAINE Disease State Chronic Migraine Manufacturer Allergan Agency Grey Healthcare

BRONZE WINNER LUPUS Disease State Lupus Manufacturer GlaxoSmithKline Agency Anderson DDB

34 | DTC Perspectives • 2014 Annual Issue

ADVERTISING AWARDS

Best Disease Education Television Campaign HEPATITIS C

GOLD WINNER

Disease State Hepatitis C Manufacturer Gilead Agency STRIKEFORCE Communications LLC

SILVER WINNER PSORIASIS

Disease State Psoriasis Manufacturer AbbVie Agency Saatchi & Saatchi Wellness

BRONZE WINNER NON-24-HOUR DISORDER Disease State Non-24-Hour Disorder Manufacturer Vanda Pharmaceuticals Agency Merkley + Partners

DTC Perspectives • 2014 Annual Issue |

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ADVERTISING AWARDS

Best Website

GOLD WINNER

PILLCAMCROHNS.COM Brand PillCam SB Manufacturer Given Imaging Agency Intouch Solutions

SILVER WINNER GILENYA.COM Brand Gilenya Manufacturer Novartis Agency FCB Health

BRONZE WINNER RAPAFLO.COM Brand Rapaflo Manufacturer Actavis Ltd. Agency Havas Lynx

36 | DTC Perspectives • 2014 Annual Issue

ADVERTISING AWARDS

Best Digital Media Campaign

GOLD WINNER

GILENYA Brand Gilenya Manufacturer Novartis Agency FCB Health

JANSSEN THERAPEUTICS Brand Janssen Therapeutics Manufacturer Janssen Therapeutics

SILVER WINNER

Agency FCB Chicago

BRONZE WINNER

XELJANZ Brand Xeljanz Manufacturer Pfizer Agency Y&R

DTC Perspectives • 2014 Annual Issue |

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ADVERTISING AWARDS

Best Print Campaign

GOLD WINNER

OSPHENA Brand Osphena Manufacturer Shionogi, Inc. Agency Publicis Kaplan Thaler

SILVER WINNER GILENYA

Brand Gilenya Manufacturer Novartis Agency FCB Health

BRONZE WINNER XELJANZ

Brand Xeljanz Manufacturer Pfizer Agency Y&R

38 | DTC Perspectives • 2014 Annual Issue

Best Branded TV Campaign

ADVERTISING AWARDS

GOLD WINNER

GETAROUNDKNEE Brand GetAroundKnee Manufacturer Stryker Agency GSW

SILVER WINNER TAMIFLU

Brand Tamiflu Manufacturer Genentech Agency HealthWork

BRONZE WINNER SPIRIVA Brand Spiriva Manufacturers Pfizer & Boehringer Ingelheim Agency FCB

DTC Perspectives • 2014 Annual Issue |

39

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DTC Perspectives Magazine – The Annual Resource For DTC Thought Leaders

It’s Time to Celebrate the Stars Industry…

R E VofI the E W R E V I E W

Top 20 Brands Continue to Increase their DTC Spend in Q1 2012 Join Us in Inducting the 2012 Cymbalta, Lipitor Trade Spots as Spending in 2012 Gets Underway

Top 20 Brands Continue to Increase their DTC Spend in Q1 2012

Hall of Fame Class Brand

Cymbalta, Lipitor Trade Spots as Spending in 2012 Gets Underway Brand

Free Publication for DTC Marketers. Read by industry

Manufacturer

Cymbalta (Pain)

Lilly USA

Lipitor

Pfizer

Q1 2011

$ Change $46,194,382

10395.7%

-$27,394,832

-38.1%

Manufacturer

Cymbalta (Pain)

Lilly USA

Lipitor

Pfizer

Q1 2011

$42,170,152 $35,890,555

$35,538,879

$32,176,539

-$3,362,340

$0

$29,045,688

$29,045,688

$42,170,152

$8,885,675

26.7%

Celebrex

$35,890,555

$6,231,399

21.0%

Humira

Abbott Laboratories

Celebrex

Pfizer

$35,538,879

$32,176,539

-$3,362,340

-9.5%

Chantix

Humira

Abbott Laboratories

$0

$29,045,688

$29,045,688

N/A

NovoLog

-24.7%

Nasonex

Pfizer

$35,433,793

$26,676,564

Novo Nordisk

$1,436,850

$25,796,066

THE $24,359,216

Nasonex

Merck & Co.

$16,830,988

$25,557,191

$8,726,203

Lyrica

Pfizer

$30,647,033

$25,098,717

Pradaxa

Boehringer Ingelheim

$75,525

$23,402,795

Enbrel

Amgen / Pfizer

$19,601,299

$23,075,113

Januvia

Merck & Co.

$12,418,915

$21,900,924

Dulera

Merck & Co.

Advair Diskus (COPD)

GlaxoSmithKline

Intuniv

Shire

Cymbalta (Depression)

Lilly USA

$0

$21,307,986

$25,900,465

$19,853,088

-$8,757,229

-$5,548,316

-18.1%

$23,327,270

30886.8%

$3,473,814 $9,482,009

244.8% -45.3%

P E 36.6% R S P E C T I V E S

Pfizer / Boehringer Ingelheim

$12,887,046

$17,602,473

$4,715,427

$14,327,643

$15,933,294

$1,605,651

AstraZeneca

Top Pharma Spending

$15,069,404 $530,352,437

$128,532,765

$894,072,532

-$146,367,668

Media Type

0%

71% TV

6%

22% Magazine

6% Newspaper 1% Radio

71%

0% Outdoor Grand Total

NOTE: Excludes Internet Advertising

Q1 2011 $687,621,149 $284,168,590 $55,888,867 $12,620,972

Q1 2012 $636,949,845 $196,760,870 $50,173,435 $8,795,103

$ Change

% Change HEALTHCARE IS PERSONAL, -7.4% SO SOCIAL MEDIA SHOULD BE

-$87,407,720 -$5,715,432

and

Media Type 71% TV

$1,252,657 -$146,367,668

$23,327,270

30886.8%

6% Newspaper 1% Radio

71%

-45.3% 11.2%

$15,069,404

-$5,938,045

-28.3%

$530,352,437

$128,532,765

32.0%

$1,040,440,200

$894,072,532

-$146,367,668

Q1 2011 $284,168,590 $55,888,867 $12,620,972

Grand Total

Q1 2012 $636,949,845

-14.1%

$196,760,870 $50,173,435 $8,795,103

$ Change

% Change

-$50,671,304

-7.4%

-$87,407,720 -$5,715,432 -$3,825,869

-30.8% -10.2% -30.3%

$140,622

$1,393,279

$1,252,657

890.8%

$1,040,440,200

$894,072,532

-$146,367,668

-14.1%

eDTC Revolution

separately for event or a part of a conference pass.

Th

eD

| DTC Perspectives • Summer 2012 Visit website for current Hall of12Fame members at www.dtcperspectives.com.

DTC NATIONAL CONFERENCE

Hall of Fame

Regarded as one of the strongest DTC Nationals yet, discover insights and advice from the 2012 speaker faculty in this special report 2/21/13 5:25 PM

CHANGE SERVICE REQUESTED DTC PERSPECTIVES, INC. 110 Fairview Avenue, Suite 4 Verona, NJ 07044

PRST STD U.S. Postage PAID Permit #108 Lebanon Junction KY 40150 DTCP_0612.indd 1

Revo

information, send an email to mediaprospects@nielsen.com.

The

Join the Revolution!

September 13 –14 See Ad on Page 2 Discover the Future of Digital Marketing

7/25/12 1:34 PM

Free Publication for health marketers. Launched August 2014. Each issue focuses on a different theme to keep you

our chief executive officer Bob Ehrlich reflects his observations on key trends affecting our industry.

36.6%

$21,007,449

$401,819,672

Revolution

Delivered Every Friday Morning to Your Inbox. A weekly blog column from

N/A -23.3% 244.8%

$4,715,427 $1,605,651

eDTC

DTC in Perspective –

by CEO Bob Ehrlich A Must-Read Weekly eColumn

17.7% 76.4%

-$6,047,377 $13,959,514

0% Outdoor

DTCP_0612.indd 12

informed on the latest issues.

$21,307,986

-$15,733,330

$17,602,473 $15,933,294

890.8%

Source: Nielsen for DTC Perspectives

NEW

$3,473,814 $9,482,009

$21,307,986 $19,661,254 $18,998,318

$12,887,046 $14,327,643

IF I -14.1% MARKET TO THEM,WILL THEYHall of Fame is a part of the eDTC Revolution held September 13-14, 2012 at Source: Nielsen for DTC Perspectives The NOTE: Excludes the Renaissance Washington DC Internet Downtown Hotel. Tickets purchased STILL RESPECT ME IN THE MORNING? Nielsen is the can leader in be innovative advertising information services and tracks advertising activity across 18 media types. For more Advertising

DTCP_0612.indd 12

DTC in Focus – Bi-Monthly Newsletter

$23,075,113

$5,701,740

$34,731,648

$687,621,149

22% Magazine

22%

-30.8% -10.2%

-30.3% FAMILY CAREGIVERS:

-$3,825,869

$1,393,279 $894,072,532

$23,402,795

All Dinner Categories, Except Outdoor, Experience Drops 7:00pm

0%

6%

-$50,671,304

$140,622

$75,525

Total Spending Falls Below $1M Mark in Q1 2012 1%

PERSONALIZATION:

$1,040,440,200

51.8% -18.1%

Induction Ceremony

THE-14.1% CORNERSTONE OF DTC STRATEGY

Nielsen is the leader in innovative advertising information services and tracks advertising activity across 18 media types. For more information, send an email to mediaprospects@nielsen.com.

12 | DTC Perspectives • Summer 2012

AstraZeneca

Top Pharma Spending

-$5,938,045

All Categories, Except Outdoor, Experience Drops

22%

Crestor

Total Spending for Top 20 Brands

11.2%

-28.3% POINT OF CARE: 32.0%

$21,007,449 $401,819,672 $1,040,440,200

Total Spending Falls Below $1M Mark in Q1 2012 1%

$8,726,203 -$5,548,316

$21,900,924

Bristol-Myers Squibb

N/A

$25,557,191 $25,098,717

$19,853,088

Shire

Lilly USA

-9.5%

$16,830,988 $30,647,033

Merck & Co.

Orencia

26.7% 21.0%

-24.7% 1695.3%

GlaxoSmithKline

Intuniv

Cymbalta (Depression)

-38.1%

-$8,757,229 $24,359,216

$0 Washington DC $25,900,465

Amgen / Pfizer Merck & Co.

Advair Diskus (COPD)

10395.7%

$26,676,564 $25,796,066

$19,601,299 Downtown Hotel $12,418,915

Enbrel Januvia

% Change

$1,436,850

Boehringer Ingelheim

zer / Boehringer Ingelheim Vol. Spiriva 11, No. 2 • SummerPfi2012

$8,885,675 $6,231,399

$35,433,793

MAGAZINECocktails 5:30

N/A -23.3%

$13,959,514 -$15,733,330

Bristol-Myers Squibb

Merck & Co.

Dulera

17.7%

-$6,047,377

$19,661,254 $18,998,318

Spiriva

Pfizer

Novo Nordisk

Pradaxa

76.4%

$21,307,986

$5,701,740 $34,731,648

Orencia

September 13, 2012

Pfizer S1695.3% O U R C E F O R D I R E C T T O C O N S U M E R T H OLyrica UGHT LEAD ER S Renaissance 51.8%

$46,194,382 -$27,394,832

$33,284,477 $29,659,156

Pfizer

$33,284,477 $29,659,156

Chantix

$ Change

$46,638,742 $44,497,574

Lilly USA Bristol-Myers / Otsuka America

Lilly USA Bristol-Myers / Otsuka America

NovoLog

Q1 2012

$444,360 $71,892,406

Cialis Abilify

Cialis

Crestor

only magazine devoted exclusively to DTC marketing.

% Change

$46,638,742 $44,497,574

Abilify

Total Spending for Top 20 Brands

leaders for over a decade, DTC Perspectives is the industry’s

Q1 2012

$444,360 $71,892,406

2/21/13 5:25 PM

P RESENTIN G

The Top 25 DTC Marketers of the Year

T

he 13th annual list of the Top 25 DTC Marketers of the Year includes visionaries from 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 ContextMedia:Health, was held for the 2014 Top 25 DTC Marketers, honoring their significant contributions to advancing patient communications and health outcomes.

During the ceremony, each Top Marketer was presented with an award acknowledging their accomplishments as well as continued endeavors in the DTC space. “ContextMedia:Health is honored to partner with DTC Perspectives to sponsor the Top 25 DTC Marketers this year,” stated Rishi Shah, Co-Founder and CEO. “We’re in a time of powerful innovation and progress in how brands are empowering patients to manage their health and we’re very delighted to be able to help recognize the pioneers and leaders who are pushing things forward in our industry.”

The Top 25 DTC Marketers are selected after an industry-wide nomination process, beginning in late 2013. With the help of key DTC marketing executives (including DTC Perspectives’ Advisory Board, past Top 25 Marketers, and other industry KOLs), 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 ContextMedia:Health, congratulations to each member of this year’s Top 25 DTC Marketers of the Year!

Top 25 Index Elizabeth Becker, 44 Mary Boyle, 50 Calvin L. Daniels, 44 Jim Donohue, 51 Uri Edell, 45 Tara Evans, 51 Shawn P. Ferry, 55 Iesa Figueroa, 52 Eric Foster, 54 Chris Horvath, 49 Talea Khalil, 55 Chris Knowles, 46 Jennifer McGovern, 52 Brian Neal, 46 Shawn O'Hagan, 48 Alison Papandrea, 53 Lauren Pennington, 53 Dana M. Pico, 47 Richard Sabatino, 54 Daiana Simonson, 49 Emily Sitrin Mason, 45 Lisa M. Snider, 49 Lisa Valtierra, 50 Greg Veneziano, Jr., 48 Beth Wilson, 47

DTC NATIONAL AWARDS

2015

Celebrate the 2015 DTC National Awards

ADVERTISING AWARDS The DTC Advertising Awards are designed to recognize communication excellence in a field with multiple constituencies, varying needs and significant communication challenges. Entries will be judged by a panel of independent industry market research experts. Gold, Silver and Bronze awards will be presented in each category at the 2015 DTC National Conference.

Winners from the 2013 Advertising Awards

TOP 25 DTC MARKETERS The Top 25 DTC Marketers of the Year are selected for their leadership and influence in patient communications. This award acknowledges the contributions of elite marketers from pharmaceutical companies working toward the advancement of patient outcomes via DTC marketing and pharmaceutical education.

Top Marketer from the 2013 Class

HALL OF FAME The DTC Hall of Fame is designed to honor individuals who have demonstrated extraordinary achievement in the advancement of direct-to-consumer marketing. Four pioneering executives will be honored during a special ceremony.

2014 Hall of Fame Class

Top 25

L

iz Becker brings a depth and breadth of experience ELIZABETH BECKER to her responsibilities for consumer marketing Director Consumer Marketing, of HUMIRA to patients living with Crohn’s Gastroenterology, Humira disease and ulcerative AbbVie colitis (IBD). Her experience in general consumer advertising helped to build a strong foundation for focusing on customers first. Liz tur ned her Masters in Adver tising from University of Illinois into a position as a research analyst for BBDO that led to senior account executive duties, steering all brand marketing functions for several signature Wm. Wrigley Jr. Company’s gum brands. Given her contributions from the agency side, Wrigley brought her on board as a marketing manager who eventually assumed duties as senior marketing manager for Global Branding. In this position, she specialized in re-staging mature brands and launching highly successful line extensions by building products from their initial formulation to their final position Rishi Shah of ContextMedia:Health congratulates Elizabeth Becker of AbbVie on her DTC marketing at store check-out lanes and on big box store shelves. accomplishments.

Joining Abbott Laboratories in 2008, Liz brought her consumer package goods insights and expertise to the maker of HUMIRA and was part of the team that made this product the number one pharmaceutical in the world. She launched the first national mass-media disease awareness and branded campaigns in the IBD space, bringing greater disease understanding and awareness of treatment options to people with Crohn’s disease and ulcerative colitis. These campaigns, which span television, print, online and in-office media have driven significant response in the marketplace. Liz looks forward to continuing her work as part of AbbVie, a research-based biopharmaceutical company, formed in 2013 following separation from Abbott Laboratories. “In the first part of my career, I enjoyed making sure people had something they wanted to chew. I am now in the business of making sure people who face serious diseases can find appropriate treatment options. That makes for an extraordinarily satisfying job,” she declared.

CALVIN L. DANIELS

Consumer Marketing Director, Neuroscience Eli Lilly & Co.

C

alvin L. Daniels is a neuroscience consumer marketing director for Eli Lilly. He received his bachelor’s degree in Economics from Dartmouth College (Go Big Green!) and his MBA in marketing from the University of Notre Dame (Go IRISH!). Before beginning his professional career in marketing, Calvin spent three very fulfilling years in Shreveport, Louisiana teaching middle school math with Teach for America, Inc. He worked in brand management with Procter L. Daniels of Eli Lilly & Co. (right) is & Gamble for seven years before transitioning into the pharmaceutical Calvin commended by Rishi Shah of ContextMedia:Health industry. He is passionate about consumer needs and strives to have a deep for his work in DTC Marketing. understanding of what will ultimately help better lives. At heart, Calvin loves giving back. He maintains his passion for teaching by coaching his kids’ sports teams and using his free time to mentor inner city youth. Finally, and quite possibly most importantly, being born and raised in Seattle, Washington, Calvin is an enthusiastic Seahawks fan and loves the rain. Oh yeah, and he happily shares his life with wife of 13 years, Breana, and two kids: daughter Ryan (11 years old) and son Peyton (9 years old).

44 | DTC Perspectives • 2014 Annual Issue

Top 25

E

mily Sitrin Mason is the Consumer Marketing EMILY SITRIN MASON Director responsible for leading the creation and Director Urology Consumer execution of direct-to-consumer campaigns Marketing, Commercial Innovation & for the Urology Effectiveness – Patient Marketing Director franchise in Astellas addition to serving as the Patient Marketing Lead for the Commercial Innovation and Effectiveness team at Astellas. She recently led a cross-functional team to launch the new integrated DTC “My Bladder” campaign for Myrbetr iq, including television, print, digital, Point-of-Care, and patient education components.

Emily has over 15 years of diverse experience in the pharmaceutical and healthcare industry including leading the development, management, Emily Sitrin Mason of Astellas (right) is lauded by and execution of comprehensive marketing strategies for both Patient and Rishi Shah of ContextMedia:Health for her patient Healthcare Professional businesses. Emily has been recognized as a strong communication efforts. leader who has demonstrated her ability to drive the creation of impactful and successful marketing strategies that address business opportunities for her brands. Prior to joining Astellas, she spent a significant portion of her career at Pfizer where she was responsible for leading the development of several integrated DTC and HCP marketing campaigns for the blockbuster drug Lipitor – one of the most commercially successful products in pharmaceutical history. She also was a key contributor to the development of the innovative post-LOE Lipitor strategy. She further expanded her experience with a strategic role in Pfizer’s Women’s Health portfolio. Emily has a strong focus in healthcare grounded in her previous work at CaremarkRx and Ernst & Young Healthcare consulting.

She graduated from Duke University with a BA in Biology and Psychology before completing her Masters of Business Administration degree at the Kellogg School of Management at Northwestern University. Emily and her husband Rob live in Deerfield, IL and spend most of their free time chasing after their very energetic children William (4 years old) and Evelyn (1 year old).

URI EDELL

Product Manager, Eliquis Marketing Bristol-Myers Squibb

U

ri Edell is currently a Product Manager on the Eliquis Marketing team at Bristol-Myers Squibb responsible for the strategy, content development, and optimization of promotional medical education. Prior to this role, Uri spent the last four years in the Cardiovascular Marketing Division, responsible for patient marketing activities. He started his career with Bristol-Myers Squibb on the patient marketing team for Plavix, where he led the execution and coordination of the CRM campaign, including Direct Response TV, fulfillment materials, and online acquisition. He also led the strategy and development of the Plavix YouTube channel as well as the Plavix mobile website, a first mover initiative for the industry. Most recently, Uri was responsible for the strategic development of the patient support launch strategy for Eliquis, developing and executing initiatives across digital, CRM, and in-office/hospital channels. He was also a key contributor in the DTC messaging and TV campaign development and its integration into the patient support strategy. The successful launch of the Eliquis DTC mass media campaign helped grow the Eliquis business and was the result of great collaboration and effort by the BMS and Pfizer alliance team. Uri would like to recognize all the patient marketing alliance team members for this award.

Uri graduated from Yeshiva University with a B.A. in Biology. He also earned an M.B.A. in 2010 with concentrations in Pharmaceutical Management and Marketing from Rutgers Business School and a Masters of Biomedical Sciences from the University of Medicine and Dentistry of New Jersey. Uri currently lives in Bergenfield, New Jersey with his wife Tamar and their two daughters, Nessya and Kira.

DTC Perspectives • 2014 Annual Issue |

45

Top 25

S

ometimes going from pharmaceutical sales to BRIAN NEAL marketing can be a familiar path, but Brian Neal Consumer Brand Strategy, has decidedly done it different than some…

Lilly Diabetes with his own brand of tenacity. Brian has 12 years Eli Lilly & Company of Sales and M arket in g exper ience with Eli Lilly & Company; the last 3 year s focused on consumer experiences. During his marketing tenure, Brian has had the enviable task of launching brands in Neuroscience, Diabetes, and Autoimmune Disorders. This experience has allowed him to lead a breadth of strategic marketing capabilities from brand and campaign development to website design and digital media. Most recently, Brian has made a significant impact on consumer experiences for the Lilly Diabetes Portfolio Solutions Team by defining the brand’s patient strategy and tactics.

Brian sets himself apart in his tenacity for uncovering insights and understanding what truly fits with customers’ lives in order to take solutions to the next level and create exceptional experiences. Over Rishi Shah of ContextMedia:Health (left) commends Brian Neal the past two years, Brian has championed Lilly Diabetes to engage of Eli Lilly & Co. for helping to advance DTC communications. with patients to take ownership of their diabetes, while also reducing the education complexity for Health Care Providers (HCPs). Brian and his partners at Grey & VMS Biomarketing took an innovative approach to manifest his vision to bridge educational gaps for customers. This resulted in a breakthrough experience for the gamification of behavior change by coupling health literacy principles with adult learning design, such as emphasizing relevance and recognizing life experiences. Through his impact on the Diabetes Business Unit, it is evident that Brian is truly a customer-centered marketer with impressive strategic leadership, focused diligently on consumers who need improved solutions. In early 2014, he returned to Lilly’s Bio-Medicines business where he focuses on global brand strategy in autoimmune. When he’s not thinking about the customer, he’s probably in Rosemary Beach, FL with his partner, Michael, and their two dogs.

CHRIS KNOWLES

Executive Director, Brand Marketing, Rapaflo Actavis, Inc.

C

hris Knowles has been in the pharmaceutical industry for 21 years. Of those 21 years, he served in sales for five years and then marketing for the past 16 years. He is currently an Executive Director of Marketing and has been for the past six years; prior to that he held the role as a Director for four years. Leading up to being a Director, he held various Product Management Roles. For the past nine years, Chris has worked in the Urology Division of Actavis. Starting in 2014, he moved over to oversee the marketing activities of the GI division where the specialty pharmaceutical company has two products (Delzicol & Asacol HD) for Ulcerative Colitis.

Rishi Shah of ContextMedia:Health (left) praises Chris Knowles of Actavis for his DTC marketing successes.

46 | DTC Perspectives • 2014 Annual Issue

Top 25 DANA M. PICO ana Pico is an Associate Director, Marketing Associate Director, Marketing, US on the US Customer Engagement Team at Merck. Her responsibilities include leading Customer Engagement, MerckEngage Merck & Co., Inc. US prog rams supporting adherence and healthcare dispar ities/health literacy as well leading Merck’s premier consumer facing program MerckEngage®. MerckEngage® is a multi-channel health and wellness program designed to help patients adhere to their Rx and non-Rx treatment plans between office visits. MerckEngage® was recently honored with WEGO Health’s first Community Choice Award as the 2013 Best Unbranded Campaign.

MerckEngage has also been honored with an MM&M Award for Best Online Patient Relationship/Support Program and an Interactive Media Award for Outstanding Achievement in “Health and Nutrition”.

Dana has 20-plus years of experience with Merck, holding a variety of positions in sales, training, managed care, solutions and marketing. She Dana M. Pico of Merck & Co. (right) receives praise from holds a BS degree in Biological Science from Drexel University and Rishi Shah of ContextMedia:Health during the private Top 25 luncheon. currently lives in PA with her husband, Chris and 3 children.

D

A

t the time of being named a Top 25 DTC Marketer of the Year, Beth Wilson Former Manager, Patient Solutions was a manager of patient solutions Marketing, US Diabetes marketing for the diabetes franchise at Sanofi. She was responsible for consumer marketing initiatives Sanofi US across the por tfolio of products and ser vices, including Lantus, Apidra, GoMeals, and iBGStar. She joined the organization nearly three years ago to launch iBGStar, the first blood glucose monitor to directly connect to the iPhone® or iPod Touch®. This was the first innovative meter with a manager app to hit the market and a huge accomplishment for Beth and the rest of team that worked on making it come to fruition.

BETH WILSON

Beth has over 13 years of experience in the pharmaceutical industry, across multiple marketing disciplines, in both agency and client facing capacities. She has worked in many different therapeutic areas including respiratory, men’s health, and cancer supportive care.

She has enjoyed recognition throughout her career, including Most Innovative Campaign in 2013 and Best Pharmaceutical Website in 2012 for iBGStar, but most of all she has enjoyed being recognized by patients and caregivers who share how a product or service that she has helped bring to market has improved their lives.

Beth Wilson (right), of Sanofi US at the time, is congratulated by Shradha Agarwal of ContextMedia:Health on her DTC marketing accomplishments.

As of April 2014, Beth has embarked upon a new adventure when she joined the Celgene Inflammation and Immunology division. The change represents an opportunity to work in a therapeutic area about which she is both personally and professionally passionate. At Celgene, Beth continues to strive to meet the needs of patients and caregivers who are managing chronic diseases. Beth received her BA in Communications and Advertising from Rider University. She currently lives in New Jersey with her husband, David, and their golden retriever, Sydney.

DTC Perspectives • 2014 Annual Issue |

47

S

Top 25

hawn O’Hagan has over 15 years of experience in SHAWN O’HAGAN the pharmaceutical industry driving and developing Senior Manager i n n ova t ive s t r a t e g i e s t o m a x i m i z e s a l e s a n d MultiChannel Marketing profit in digital Daiichi Sankyo marketing and multi-channel marketing for consumer s, patients and healthcare professionals. Shawn is employed

by Daiichi Sankyo Inc., where he began his career in pharmaceuticals as a project manager certified in Information Technology. He joined DSI in 2000 with a deep understanding of digital technology and marketing that began in the mid-nineties. He eventually moved into brand marketing and pioneered digital marketing for consumers, patients and HCPs. His vision did not end there, he then spearheaded from the ground up a multi-channel marketing platform, strategy and roadmap for the organization. His efforts to build a discipline around consumer, patient Shawn O’Hagan of Daiichi Sankyo (right) is lauded and HCP multichannel marketing and digital marketing have matured for his patient communication efforts by Rishi Shah of through the years and have become an important business driver for ContextMedia:Health.

DSI.

During his tenure at DSI, Shawn has directed and lead teams in the management of consumer loyalty programs, multichannel marketing, and digital campaigns for all of the company’s brands. He has served as a product manager for a treatment that helps patients who have an autoimmune disease called Sjogren’s syndrome. He has partnered with patient advocacy groups, digital agencies and multichannel marketing partners to promote to consumers, patients and HCPs. Shawn has worked for many companies through the years such as Pharmacia, Ernst & Young, DHL, Shearson Lehman Brothers, and Polo Ralph Lauren. He is a traditional artist with a bachelor’s degree from William Paterson University and a master’s certification in project management from George Washington University. Today, Shawn works across all brands at DSI assisting and leading cross functional teams on consumer, patient, and HCP digital marketing projects. He serves as frequent chair, lecturer and digital dean at conferences on consumer and HCP digital marketing, multichannel marketing, and iPad eDetailing for sales and managed markets. He claims not to be an expert in any one area, but enjoys being innovative, employs disruptive thinking, and is passionate about his work!

G

reg Veneziano, Jr. serves as the Business Analytics and Insights lead at Pfizer for GREG VENEZIANO, JR. Celebrex and the Opioids Portfolio Senior Manager, Celebrex where he is responsible for insight and strategy Pfizer Inc. development. In this role, he was a critical thought partner in the development of the Celebrex “Laws of Motion” DTC campaign. Most recently, he led the evolution of the Celebrex DTC campaign that continues to leverage a critical customer insight, that arthritis sufferers know staying active can ease arthritis pain, but find doing it can be difficult if they are in pain. The campaign encourages patients to take an active role in their arthritis treatment and talk to their health care providers.

Prior to transitioning to the pharmaceutical industry, Greg was Consumer Insights Manager at Heineken USA where he led insight development and brand & advertising strategy for the global iconic brand Heineken. Before moving to client-side marketing, Greg led a team at Millward Brown in the development of custom market research and strategies to maximize brand equity for Fortune 500 companies. Over his career, he has partnered with world-class brands such as Hershey’s, Microsoft, Sundance, MGM, Harrah’s, Intel, Dial, BP/Castrol and T-Mobile. Greg received his MBA from Quinnipiac University. He lives in Manhattan, is a novice CrossFitter, and enjoys running and cooking.

48 | DTC Perspectives • 2014 Annual Issue

Top 25

D

aiana Simonson is an extremely driven senior DAIANA SIMONSON marketing executive with 16 years’ experience in VP Marketing, Osphena the pharmaceutical industry holding leadership (Ospemifene) positions in marketing, Shionogi, Inc. sales and sales training. At the time of being named a Top 25 DTC Marketer, she served as Vice President of Marketing for Shionogi, where she was responsible for the commercial launch of Osphena (Ospemifene), a women’s health product targeted to menopausal women. Daiana led the strategy and execution of the Professional (HCP), KOL, Consumer and Public Relations Launch Marketing plans. She was also responsible for forecast, budget management and business development assessments to further expand the women’s health franchise. Currently, Daiana is a Senior Director of Marketing at Sanofi Pasteur, where she is responsible for leading a number of vaccines, including Adacel, Imovax, Tenivac, and Yellow Fever vaccines.

Shradha Agarwal of ContextMedia:Health (left) congratulates Shionogi’s Daiana Simonson during the Top 25 ceremony for her DTC initiatives.

C

hris Horvath is a Director of Marketing at Dendreon Corp. focused on creating and implementing both consumer and Director of Marketing, Provenge healthcare professional marketing strategy and Dendreon tactics for PROVENGE, the first immunotherapy in advanced prostate cancer. He has worked in the pharmaceutical industry for over eight years and has experience working in both the R&D and Commercial segments. Chris began his career as a R&D chemist in drug discovery at Novartis. Following his time at Novartis, he joined Johnson & Johnson’s Experienced Commercial Leadership Development program where he held multiple positions in sales and marketing working on the Concerta and Remicade brands. He then joined the Oncology marketing team and launched Zytiga, which is now the most successful oral oncology drug launch to date. Chris then joined Dendreon, where he is proud to be part of a team that launched the first-ever branded DTC TV commercial for an oncology therapeutic in PROVENGE. In addition, his team developed and launched the first disease state education campaign that focused on driving awareness of Immunotherapy in Cancer Care for HCPs. Horvath received his BS in biology and chemistry from Wilfrid Laurier University and MS in analytical science from University of Guelph, both in Ontario, and completed his MBA in Pharmaceutical Management and Marketing at Rutgers Business School.

CHRIS HORVATH

L

isa Snider, cur rently Director of Consumer LISA M. SNIDER Marketing for Enbrel at Amgen, is recognized Director, Consumer Marketing, amongst her peers as being a consumer marketing pioneer. Lisa started Enbrel up five consumer Amgen marketing divisions and has launched over 15 blockbuster “first-of-kind” consumer marketing campaigns for market leaders Enbrel (including campaigns featuring Phil Mickelson), Humira, Celebrex, Ambien, Uloric, Allegra, Pravachol and Jenny Craig. Lisa has assumed Consumer Marketing strategic leadership roles with Amgen, Takeda, Abbott/AbbVie, and Pfizer. Her innovative approach to consumer marketing has enabled her teams to consistently exceed industry and campaign metrics, surpass industry ROI standards and deliver over $1B in consumer revenue.

Lisa received her BA from DePauw University, her MBA from Vanderbilt and currently resides in Thousand Oaks, CA.

Amgen’s Lisa Snider (right) is commended for her DTC marketing communications by Shradha Agarwal of ContextMedia:Health.

DTC Perspectives • 2014 Annual Issue |

49

I

Top 25

n her role as Sr. Product Manager, Neuroscience MARY BOYLE Business Unit at Shire Phar maceuticals, Mary Sr. Product Manager, Boyle was credited with the successful launch and Consumer Marketing, Vyvanse implementation of a national education campaign Shire Pharmaceuticals entitled “Own It” which targets young adults and adults with ADHD and encourages them to take responsibility and manage their medical condition. This disease awareness initiative utilizes personal stories of celebrity spokespeople, like Maroon 5 lead singer Adam Levine and professional baseball player Shane Victorino, along with real patient stories to motivate young adults to re-evaluate their symptoms and take an online ADHD assessment. The high-profile and award-winning campaign leverages integrated and innovative media to reach young adults, including the use of online video and banners, mobile advertising, broadcast, print, search, social media, a YouTube brand channel, gaming platforms, internet radio, public relations, patient education materials and relationship marketing tactics.

Rishi Shah of ContextMedia:Health praised the work done by Shire’s Mary Boyle during the congratulatory Top 25 luncheon.

Prior to her role at Shire, Mary spent six years with AstraZeneca, most notably leading and managing the NEXIUM Purple Plus™ program, an integrated patient support initiative to drive both acquisition and adherence to therapy. Before launching her career in pharmaceutical marketing, she held numerous account management positions at several agencies including Young & Rubicam, Weightman Advertising, Wells, Rich & Greene and Levine, Huntley, Schmidt and Beaver, where she handled consumer products including DuPont, ALPO Petfoods, Tastykake, Scott Paper, Wissahickon Mountain Spring Water, La Yogurt, Maidenform Lingerie, IBM, Continental Airlines and McCall’s Magazine. Mary earned her degree in Marketing from St. Joseph’s University, Philadelphia, PA. She resides in Hockessin, Delaware with husband, Eric, and son, Owen.

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isa Valtierra is Associate Director, Cross C u l t u r a l M a r ke t i n g f o r B o e h r i n g e r Assoc. Dir. Ingelheim Pharmaceuticals Inc, (BIPI), based Cross Cultural Marketing in Ridgefield, CT. She joined the newly formed cross cultural marketing team at BIPI in March Boehringer Ingelheim Pharmaceuticals, Inc. of 2013, where she collaborates with marketing teams, incorporating the US Hispanic market for both branded products and unbranded disease awareness campaigns. She provides cultural understanding and insights to internal teams across functions and is a staunch advocate for inclusion of minority populations in marketing efforts. Lisa also works with external Latino leaders and organizations in four key Hispanic markets comprised of Dallas, Los Angeles, Miami, and New York to ensure relevance, reach, and business impact of BI initiatives. She coordinates with field teams in those markets for awareness of and local outreach for these campaigns. Most recently, she led the 2013 BI/Univision national integration campaign on the Sabado Gigante segment Ritmo Dieta, focusing on diabetes.

LISA VALTIERRA

She joined Boehringer Ingelheim in 2008 as part of the then-new patient advocacy team, focusing on women’s sexual health, hepatitis C, Shradha Agarwal of ContextMedia:Health (left) awards Valtierra of Boehringer Ingelheim for her innovative HIV, atrial fibrillation, and Parkinson’s disease. Prior to joining Boehringer Lisa patient communications.

Ingelheim, Lisa’s long history of HIV advocacy led to her helping establish the HIV patient advocacy relations team at Abbott Labs (now AbbVie). She is a Los Angeles native, graduated from UCLA with a Bachelor’s degree in Communication Studies, is a certified Toastmaster and certified SCUBA diver.

She currently lives in Danbury, Connecticut with her cats, Jake and Pixie.

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Top 25

J

im Donohue is media lead at Pfizer for Lyrica, Pristiq, Xeljanz, and Pfizer Corporate campaigns. He is JIM DONOHUE responsible for developing media plan strategies across Director, Media all traditional, digital and search platforms. For each of his Pfizer Inc. assigned brands, he oversees media buys as well as plan s t e w a r d s h i p, generates insights that infor m the media process, and champions new emerging media opportunities. He works closely with brand teams to ensure that media recommendations deliver on brand marketing objectives.

Jim Donohue of Pfizer (right) receives accolades from Shradha Agarwal of ContextMedia:Health during the private Top 25 luncheon.

Jim led the media planning through the 2013 launch of Xeljanz which included both unbranded and branded campaigns that featured robust mixes of traditional and digital media components. His efforts helped to achieve significant ad awareness for Xeljanz within year 1 of the launch. His work on the new campaign for Lyrica (which has multiple indications) has helped to achieve strong gains in key brand performance metrics. Jim has been responsible for managing the Pfizer portfolio investment in Print advertising – a top five Print advertiser. He also manages the relationship with Pfizer’s media agency of record, Carat.

Prior to Pfizer, Jim had led media planning and buying teams at top media agencies: Y&R, Mediavest, and Zenith. He benefited from a truly diverse account list: US Postal Service, Anderson Consulting, Xerox, Sears, UBS, Citizen Watches, Allegra, Philips Norelco, Kitchenaid, Wyeth Pharmaceuticals, and others. He has won numerous internal and external awards including a Gold Effie for Xerox. Jim received his BA from Rutgers. He lives with his wife, daughter, and son in Hightstown, NJ.

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ara Evans joined Novo Nordisk in 2013 as Sr. Manager, Patient Centric Strategy & Sr. Manager, Solutions. In this role, Tara is responsible Patient Centric Marketing, Victoza® for leading the consumer marketing efforts for Novo Nordisk Victoza® including direct-to-patient (DTP), digital, and relationship marketing efforts. Most recently, she led the efforts around the redesign of the consumer website which included integration with the VictozaCare™ retention program. The multi-channel program provides new patients the important information needed to off to a good start and stay on track with Victoza®. Tara’s development of the strategic and tactical framework for Victoza® online, CRM, and Trade initiatives proved an integral part of the success seen with Victoza®’s launch of DTC TV advertising last September.

TARA EVANS

Tara has more than 10 years of experience in the pharmaceutical industry, spanning a range of marketing responsibilities in numerous Shradha Agarwal of ContextMedia:Health (left) commends therapeutic areas. Before joining Novo Nordisk, she was most Tara Evans of Novo Nordisk for her standout DTC recently with Sanofi Pasteur where she led the consumer marketing marketing efforts. launch for Sklice Lotion, a new prescription head lice product. Also while there, she worked on the Voices of Meningitis campaign – focusing on educating moms through social media and other non-traditional channels.

Tara began her career at Merck, in the digital strategy group, with steadily increasing responsibilities. During her time there, she worked on the launch of Vytorin and the unbranded shingles awareness campaign for Zostavax.

Tara earned her Bachelor’s degree in Business Administration with a concentration in Marketing from Peirce College.

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Top 25

J

ennifer McGovern joined Novartis Pharmaceuticals in 2006 and is currently an Associate Director on the JENNIFER MCGOVERN Gilenya (fingolimod) Brand team. She is responsible Associate Director, Gilenya for overall Novartis Pharmaceuticals consumer strategy and messaging and also oversees the patient speaker bureau. Most recently, she led development of the “Take This” campaign which was inspired by her work with patient speakers and their attitude around not letting their condition define them.

Jennifer has been in the industry for over 20 years and prior to her work on Gilenya she was part of the Cardiovascular Customer Strategy and Innovation group. The goal of this group was to drive Novartis’ CV business forward with greater use of technologies, media, and innovations. At Novartis she was also lead for consumer promotion for Exforge (amlodipine and valsartan) and Diovan (valsartan). During that time, she was responsible for development of several innovative initiatives such as development of a branded Jennifer McGovern of Novartis (right) is congratulated by Rishi Shah of ContextMedia:Health for her work advancing medication reminder application and an online patient research patient communications. community. She also spearheaded the launch of an unbranded online patient education campaign for the Novartis’ CV franchise. The 1in3people initiative reached over 2MM patients and won the 2010 Trailblazer Award for Best Unbranded Campaign.

Prior to Novartis Pharmaceuticals Corporation, Jennifer worked at Pfizer in the Commercial Operations Group supporting their first Oncology launch, Sutent (sunitinib malate), as well as supporting the entire Oncology Franchise. At Pharmacia, Jennifer worked in the Customer Development Unit on several patient-centric programs such as Take Time to Talk, which focused on Patient/Physician Communications. This program won DTC National’s Best Non-Branded Website in 2002, as well as, the WebAward for outstanding achievement in website development. Jennifer holds a BA in Public Relations from Rider University. She lives with her husband and three children in North Plainfield, NJ.

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t the time of being named a Top 25 DTC Marketer, Iesa Figueroa led the consumer launch of Biogen Idec’s multiple sclerosis Former Associate Director, dr ug Tecfidera (dimethyl fumarate) which Patient Marketing, Tecfidera realized over $850 million in sales during its first Biogen Idec nine months following commercialization in April 2013. As Associate Director of Consumer Marketing for Tecfidera, she spearheaded the development of the “Me and My MS” campaign which put the focus on the person living with multiple sclerosis rather than on the disease itself. The Tecfidera website and the “Me and My MS” campaign video were both named as finalists in the 2014 DTC National Advertising Awards. As part of the campaign led by Iesa, the Biogen Idec Consumer Marketing team executed the first-ever live launch broadcast educational event in the MS space.

Over 10,000 patients and care partners attended the educational event in one of 100 locations throughout the US or via the event website. The broadcast demonstrated the value of leveraging today’s media technology to reach target audiences and raise awareness about newly launched products.

Prior to joining Biogen Idec, Iesa was Director of Marketing at Insulet Corporation, a small medical device company that developed the OmniPod, the first of a new generation of tubing-free insulin pumps. Iesa led the team in the creation of the “Bodies” campaign where the OmniPod was photographed using almost-naked bodies as the canvas. The campaign, which caused some controversy for being provocative, generated rapid awareness growth which surpassed the levels of well-established competitors. OmniPod won a notable mention in the 2010 REBRAND 100 Global Awards, the highest recognition for excellence in brand repositioning, and the only global, juried program of its kind.

Iesa is currently Director of Patient Marketing for Aegerion Pharmaceuticals. She holds a Bachelor of Arts degree from Yale University, a Certificate in Graphic Design from Massachusetts College of Art, and an MBA from University of California, Berkeley, Haas School of Business. She grew up in Guaynabo, Puerto Rico and currently lives in Newton, Massachusetts.

IESA FIGUEROA

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Top 25

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assionate. Innovative. Courageous. These are just a ALISON PAPANDREA few words describing Alison Papandrea’s nearly 15 years as a marketer across a variety of industries.

Consumer Marketing Leader, Throughout her Nexium c a re e r, A l i s o n AstraZeneca has honed her marketing skills by creating opportunities to integrate the tr ied and true with new, innovative approaches that push boundaries and expectations. For the last seven years, she has been in the pharmaceutical industry focusing on how to best support and advocate for patients across a variety of disease areas. She remains laser-focused on the needs of patients and how to best help them, leading multi-channel, integrated marketing campaigns that connect patients, caregivers and medical professionals.

Impassioned to make a difference, Alison takes on challenges and opportunities with a deliberate, focused eye to tackling “the big problem” while recognizing that sometimes the best way to reach people is by bringing an experience to life through vivid imagery and attention grabbing language.

Rishi Shah of ContextMedia:Health congratulates AstraZeneca’s Alison Papandrea on her DTC marketing excellence.

Recognized at AstraZeneca for delivering a number of digital firsts, she launched an industry first mobile adherence program for SYMBICORT and more recently, helped launch AstraZeneca’s first branded YouTube channel for NEXIUM in the YouTube One Channel layout. Previous to working at AstraZeneca, she spent time at a non-profit organization and helped propel the organization into the digital space through a variety of innovative approaches including the organization’s first online fundraising platform. Alison earned her MBA in Organizational Leadership and currently lives in Wilmington, DE with her husband,Victor.

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auren Pennington has been a part of the Xeljanz team since March 2012, as a Senior Manager, LAUREN PENNINGTON Consumer. In this role, she successfully launched Sr. Manager, Consumer, Xeljanz all aspects of the digital DTC campaign, led the development Pfizer Inc. of Rethink R A , a n unbranded campaign designed to support patients early in their RA treatment and developed Xeljanz + You, the comprehensive Xeljanz relationship marketing program. In addition, she supported the development of the branded TV and Print tactics.

Lauren joined the Xeljanz team from the US Xyntha marketing team, where she was responsible for both Consumer and HCP initiatives and oversaw all digital, relationship marketing, media and social media initiatives across the Hemophilia franchise. Lauren Pfizer’s Lauren Pennington (right) is congratulated by Shah of ContextMedia:Health for her leading patient successfully led the launch of the Xyntha Solofuse, an all-in-one Rishi initiatives. reconstitution device, and was awarded the highest award in the Pfizer Specialty Care Business Unit, The Star Performance Award, for her leadership. Also in this role, Lauren developed the first Facebook page approved by a Pfizer Review Committee and launched multiple other social media initiatives. Additionally, she designed and implemented the first-ever co-pay card in the Hemophilia market.

Throughout her ten-plus years in the industry, Lauren has served in roles of increasing responsibility, both within Wyeth/Pfizer and CSL Behring. Earlier in her career, Lauren completed the Wyeth MBA rotational program and was a key member of the launch team for Pristiq where she developed patient in-office and in-pharmacy programs. Lauren holds a BA in Psychology from The Johns Hopkins University and an MBA from The University of Virginia Darden School of Business.

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Top 25 ERIC FOSTER

E GSK’s Eric Foster (right) is commended by Shradha Agarwal of ContextMedia:Health for his innovative work in the DTC field.

Director, Consumer Marketing, Immunology GSK

ric Foster is Marketing Director for the Immunology Business Unit of GSK. He is responsible for leading the consumer marketing strategy for in-line products and disease education. His career in pharmaceuticals encompasses both sales and marketing leadership positions where his passion for patients is a driving force. Eric received his BA in Economics from the University of Georgia and his MBA from Auburn University. Eric lives in Raleigh, N.C. with his wife and two children.

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ith over 18 years of experience in healthcare, Richard Sabatino brings Associate Director, a wealth of knowledge to many areas Ceritinib Marketing of marketing and clinical expertise that spans Novartis Oncology across specialty, primary care, and managed care landscapes. Rich is cur rently the consumer brand lead at Novartis Oncology, responsible for developing and executing the innovative direct to consumer campaign for a product in development for ALK+ non-small-cell lung cancer patients. Mining the unique characteristics of these patients, he created a customized and aligned DTC campaign in addition to developing a streamlined process for patients to get on therapy and receive product information.

RICHARD SABATINO, PHARMD

With extensive training and an advanced degree in Pharmacy, Rich has a solid foundation in patient care and education. Paired with his skills and passion for marketing, this affords him the ability to maintain a keen patient perspective and convert high science into a consumer-friendly marketing approach. Since 2000, he has been a rising star at Novartis, assuming a variety of roles with increasing responsibility. Prior to his work in oncology, he worked on Gilenya and led the development of the “new model for patient services” called GILENYA GO for the US Gen Meds organization.

By elevating and managing the GILENYA GO patient services program, he drove improved customer satisfaction.

Rishi Shah of ContextMedia:Health (left) praises Richard Rich has held several positions of increasing responsibility that include additional leadership and program development positions Sabatino of Novartis for his DTC marketing successes. at Novartis in brand marketing and managed markets. He was the consumer lead to launch ILARIS to treat Gouty Arthritis (GA) into an underdeveloped GA market. He launched Reclast®, where he created and executed the “Reclast and You” program that has been recognized as an industry leading, award winning approach to support patients starting therapy. “Reclast and You” successfully addressed a major challenge to the brand as well as delivered strong business results. In the areas of Managed Care, he created a patient focused award winning program “BP DownShift Program” to help commercial truck drivers manage their hypertension and enhanced Novartis’ hypertension portfolio business. Rich began his career at CIGNA Healthcare, where he created strategies to establish medication formulary guidelines and promote formulary acceptance with network physicians for CIGNA’s start-up formulary division.

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Top 25

S

hawn Ferry took over the role of Head of Digital SHAWN P. FERRY Marketing & Operations for Teva Pharmaceutical’s Head of Digital Marketing & North American Specialty Medicine Division in Operations, North America February 2014. This is a newly formed group organized to Specialty Medicines support the branded Teva Pharmaceuticals business across four business units, including 15 in-market brands and six launches in 2014-2015. The Digital Marketing & Operations group will provide strategic and operational support for the increasing utilization of digital assets and platforms. Shawn is responsible for creating the vision, building the infrastructure and putting in place the framework for how this new department will work with and support the US Specialty Branded Products.

Most recently, Shawn was Head of Marketing for the NeuroPsych Franchise at Teva, with responsibilities for overseeing the ongoing Shawn Ferry of Teva Pharmaceuticals (right) is congratulated for his DTC excellence by Shradha Agarwal commercialization of NUVIGIL while supporting the CNS Business of ContextMedia:Health.

Unit on the identification, evaluation and acquisition of products including ZECUITY. In his leadership role, Shawn was instrumental in the development and launch of NUVIGIL’s emphasis on the Shift Work Disorder population, increased utilization of DTC efforts, and improving the ROI of the NUVIGIL tactical mix. Shawn joined Cephalon in 2004 as Group Marketing Director, GABITRIL. Over the last 10 years, he has had commercial oversight, including P&L responsibility for both in-line marketed and pipeline products, and supported Business Development on the acquisition of multiple products. Prior to Cephalon, he was with Ortho-McNeil where he had roles in marketing (CNS, urology, anti-infectives, institutional/LTC), market research, forecasting and sales management. Shawn earned his BS degree from Purdue University and has an MBA in Marketing and International Business from the University of Chicago.

TALEA KHALIL

Director of Marketing, Consumer, BOTOX® for Chronic Migraine Allergan, Inc.

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alea Khalil is the Consumer Marketing Director for the Neuroscience franchise at Allergan, which includes BOTOX® for Chronic Migraine as well as an acute migraine treatment pending FDA approval. In this role she is responsible for all consumer and patient marketing, strategy and tactical implementation. Since joining Allergan, Talea has led the integrated launch of the disease education campaign “My Chronic Migraine”. Most recently, she launched an integrated branded BOTOX® for Chronic Migraine campaign including TV, Print, digital, CRM and point of care. Both campaigns have served to educate consumers about Chronic Migraine, the importance of the right doctor and BOTOX® as a treatment for Chronic Migraine.

Shradha Agarwal of ContextMedia:Health (left) praises Amgen’s Talea Khalil for helping to advance DTC communications.

Prior to joining Allergan, Talea worked at Amgen on Enbrel as well as the launch of Prolia. On Enbrel, she supported many online and offline efforts including building out a robust conversion and adherence CRM program, in pharmacy programs and delivered an award winning disease education campaign. Additionally, she worked on the launch of Prolia, which included in-office, CRM, print and digital. Before joining the bio-pharmaceutical industry, Talea started her career in direct and interactive marketing on the agency side at TBWA\Chiat\Day working on Nissan and Infiniti.

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SAVE THE DATE THE FORUM FOR DTC THOUGHT LEADERS

DTC NATIONAL CONFERENCE

DON’T MISS THE MOST IMPORTANT GATHERING OF DTC THOUGHT LEADERS IN 2015

JW Marriott Hotel For more information on how to get involved at the DTC National 2015 please contact Scott Ehrlich at scott@dtcperspectives.com or 770-302-6273 x101

WASHINGTON DC

April 7-9 2015

N A T I O N A L

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ience d u a rified e v n nce e i d Nielse u a alty i = c e p i p h s rs and th scale c fi Viewe i c pe lities wi s n o i i it ion t a Cond ting capab c fi i n ver o i targe t a i l ffi rent a a p n s a i n d tra Physic n a e rativ ment o b a l l Co asure e m I fresh ment RO , y t i l t qua g environ s e h g Hi min m a r g team pro h c r a tive se a e v r o t r n Expe nd in a e l b miza programs o t s u C ting e k r a m

For more information, contact: Kerry Ann Clawson, EVP Sales & Marketing at kclawson@accenthealth.com or 212.763.5118

accenthealth.com

Hall of Fame

Four More Industry Leaders Join the DTC Hall of Fame

DTC Perspectives proudly welcomed another four trailblazers into the DTC Hall of Fame for their extraordinary efforts in advancing DTC communications over the years. The 2014 members are: Howard Courtemanche, CEO of Health JWT / JWT New York; Jim Joseph, President of North America Cohn & Wolfe; Darielle Ruderman, Senior Director, Respiratory Consumer Marketing GlaxoSmithKline; and Denise Strauss, Executive Director, Managed Markets Marketing, Boehringer Ingelheim Pharmaceuticals.

Howard Courtemanche

Jim Joseph

The sixth class of honorees were joined by their peers for the DTC Hall of Fame Induction Ceremony, a part of the DTC National Conference for the first time. Evening festivities included a celebratory cocktail party followed by the formal ceremony. Each Hall of Famer received a personal introduction from close cohort from the industry, as well as a video presentation of colleagues honoring them with personal anecdotes and words of praise. (Full-length videos can be found on our YouTube channel, www.youtube.com/user/DTCPerspectives.) Profiles of the 2014 members appear on the subsequent pages.

The DTC Hall of Fame is designed to honor individuals who have demonstrated extraordinary achievement in the advancement of DTC marketing. Industry-wide nominations are collected and then reviewed by the DTC Perspectives’ Advisory Board, a select group of industry experts who serve as counsel. Together with the DTC Perspectives’ staff, the final four inductees are selected. Candidates may be current or retired, must have at least five years of experience, and can be from all sectors of the industry: pharmaceutical manufacturer, agency, media channel, DTC service provider, government, and academia.

Previous recipients of this distinguished honor are:

Darielle Ruderman

2008 Inductees

2009 Inductees

2010 Inductees

2011 Inductees

2012 Inductees

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Jim Davidson of • Polsinelli Shughart PC

Herb Ehrenthal of Herb Ehrenthal, LLC and formerly of Shionogi

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Minnie BaylorHenry of Johnson & Johnson and formerly DDMAC

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Mark Bard of the Digital Health Coalition

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Deborah DickRath of Epic Proportions LLC

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Matt Giegerich of Ogilvy CommonHealth Worldwide

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Paula Garrett of Lilly USA

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Scott Grenz of GlaxoSmithKline

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Bill Drummy of Heartbeat Ideas

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Stu Klein of Interpublic

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Ed Slaughter of Merck & Co

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Joe Hoholick, formerly of Amgen

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Andrew Schirmer of McCann HumanCare

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Joan Mikardos of Sanofi-Aventis

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Don Lowy of Donald Lowy Consulting

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Len Tacconi of Merck & Co.

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Lucy Rose of Lucy Rose & Associates and formerly DDMAC/FDA

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Dorothy Wetzel of Extrovertic

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Nancy Phelan of Bristol-Myers Squibb

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Sheri Stump of Shire

Denise Strauss

58 | DTC Perspectives • Fall/Winter 2014

The Anatomy of a Cult WE ARE CULTHEALTH, A PATIENT- AND CONSUMER-FOCUSED HEALTHCARE AD AGENCY. WE BELIEVE PRODUCTS AND SERVICES THAT REDUCE HEALTH RISKS, HEAL AILMENTS, AND SAVE LIVES SHOULD HAVE THE SAME CULT FOLLOWINGS AS CARS, COMPUTERS, AND CELL PHONES. IMAGINE THRONGS OF DEVOTEES ADVOCATING ON BEHALF OF YOUR PRODUCT AND SHARING HOW IT MAKES A REAL DIFFERENCE IN THEIR LIVES. WELL, THAT’S EXACTLY WHY WE LIVE AND BREATHE:

to create cult healthcare brands Learn more about the anatomy of a cult at CultHealth.com

D T C H A L L O F FA M E

Howard Courtemanche A DTC Legend A true ad man in every sense, Howard Courtemanche has developed and created campaigns that have helped shape the DTC marketing world.

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oward Courtemanche is currently CEO, Health of Americans.” When asked what he saw for the future of at JWT, overseeing the global healthcare division.

DTC, he responded, “For a myriad of reasons, one could He leads the largest group at JWT New York say that DTC today, although a teenager at 17 years old, is and its impressive roster of clients, including Johnson & actually only in its infancy. Obamacare potentially brings Johnson, AstraZeneca, Bristol-Myers Squibb, Sunovion and Ferring. The largest piece of his health practice is DTC millions of new patients / consumers into the marketplace communications across all media channels for such leading and into doctors’ offices – many for the first time in years.

DTC brands as Lyrica, Xarelto, Symbicort and Latuda. Under The pending healthcare professional shortage will place more Howard’s stewardship, JWT Health has enjoyed explosive pressure on consumers to self-educate themselves both prior growth over the past decade, nearly tripling in size as more than 300 employees touch the business daily. Howard is to their doctor visit and certainly after. Pharmaceutical and also a member of the JWT New York Management team biotech discovery pipelines suddenly show more promise which oversees the growth, culture, reputation, financials and than they have in years, and hopefully, new treatments for an operations of JWT’s flagship agency. ever-aging US population against such life-altering diseases As a pioneer in DTC advertising, Howard has launched hugely successful campaigns for blockbuster brands such as diabetes, Alzheimer’s and cancer are among many others as Lipitor, Prevacid, and Abilify. on the horizon. The investigation Throughout his stor ied career, he by the FDA into shorter-length has also worked with such blue-chip global clients as Procter & Gamble television fair balance could usher and General Mills, and in categories in a flood of new drugs to DTC. ranging from beer to toothpaste to And these are just the tip of the cereal to diapers. Howard is also a iceberg – if we can avoid the US member of the 4A’s Gover nment Relations Committee and has been Gover nment making wronga staunch advocate for DTC against headed decisions (changing challenges from the US Congress over advertising tax law, etc.), which the past eight years. could be a deterrent to the further Wi t h m o re t h a n 2 0 ye a r s i n the business, the Bowdoin College expansion of DTC. Now more Howard Courtemanche of JWT (left) receives his graduate knows the importance of than ever, given the dramatically award from longtime friend Bob Ehrlich of DTC marketing healthcare infor mation Perspectives, Inc. changing healthcare landscape, and products to consumers, noting that it has “benefited tens of millions

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DTC is needed.”

D T C H A L L O F FA M E

Jim Joseph A Clever Visionary

Even with all that he has accomplished in his noteworthycareer, Jim Joseph doesn’t show any signs of slowing down anytime soon.

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s the President of Cohn & Wolfe North America, While serving as President and Partner with Lippe Taylor Jim Joseph br ings over 25 years of consumer Brand Communications, Jim fulfilled a lifelong dream when marketing leadership, bold management prowess, he published his first marketing book in 2010, The Experience and a fine head of hair to his current agency, Cohn & Wolfe.

Effect. The critically-acclaimed and award-winning branding Keeping himself busy, he’s also a three-time author, blogger, manuscript has since led to two sequels, The Experience Effect professor at New York University, and regular contributor for Small Business, and most recently, The Personal Experience to Entrepreneur and Huffington Post. To top it off, he’s on the Effect.

Board of Directors for the number one branding school Jim has a keen foresight into the impacts that branding in the country, The Brand Center at VCU, as well as The Council of PR Firms and DTC Perspectives’ Advisory has and will have on patient communications, stating: Board.

“DTC marketing will continue to evolve to a greater and Jim’s marketing experience covers the gamut, including greater emotional space, taking its lead from its CPG cohort.

Tylenol, Johnson & Johnson, IKEA, Cadillac, Ambien, Gone will be the days where product features, which don’t Nokia, Walmart, and Kellogg’s. After several years on the differentiate anyway, are the focus of DTC marketing. In client-side of the industry, working for Johnson & Johnson its place will be attempts to drive brand devotion instead and then Arm & Hammer, Jim moved to the agency side o f p ro d u c t l oya l t y. B r a n d s w i l l with GW Hoffman. Soon after, t h e e n t re p re n e u r i a l bu g b i t embrace the lifestyle enhanced by and he started his own agency, their product benefits and will seek CPPartners, which he later sold to to add value to their consumers’ lives The Publicis Groupe. CPPartners beyond the product alone. This has was formed into Arc-New York, long been happening in other parts of where Jim managed agencies consumer marketing, so we will see covering brand strategy, consumer DTC marketers evolve in that same promotion, shopper marketing, digital, CRM, and advertising. direction. While some of the social and He then moved over to Saatchi pop culture aspects may take longer Healthcare, transforming it into to take hold, we will see more and Saatchi & Saatchi Wellness, an more consumer-centric marketing integrated marketing powerhouse Jim Joseph of Cohn & Wolfe (right) receives his as consumers share their experiences that included new capabilities in award from former colleague Helayne Spivak of and drive recommendations far greater CRM, promotion, and digital, VCU Brandcenter. than the brand itself. Enter the ‘share’ as well as a new mix of clients beyond pharma into diverse areas of wellness.

button.”

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D T C H A L L O F FA M E

Darielle Ruderman Focusing on the Patient With a number of marketing achievements under her belt, Darielle Ruderman continues to remain steadfast in her mission to always put the patient first.

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arielle Ruderman is a seasoned marketer with With such a variety of accolades, Darielle’s triumphs a 20-year track record of developing successful all have one thing in common: she always kept the patient consumer marketing campaigns. She presently serves at the forefront. By remaining focused on the patient and as the Senior Director for Respiratory Consumer Marketing their needs, Darielle has been able to create marketing that at GSK, where she leads the teams responsible for consumer truly provides what the patient is seeking. As she explained, marketing for all Respiratory brands and unbranded “Today’s information-hungry consumers demand accessible, consumer communications in the portfolio. accurate information with which to make choices about She started her career at Tiffany & Co. in marketing and merchandising roles, and developed marketing expertise their health. As the healthcare industry continues to evolve, in product management positions at Kraft Foods before even more decision-making power will shift to patients, moving to GSK in 2000. For the past 14 years, Darielle as they will play an increasingly larger role in choosing has led successful campaigns for blockbusters including treatment options that provide them the greatest value.

Wellbutrin, Imitrex, and Advair, and has championed Speaking directly with consumers through DTC will unbranded campaigns for COPD.com and Asthma.com. therefore play an even more important role in the future, She is currently leading launch brands including Breo and as DTC is essential to deliver information to meet patients’ Anoro. Darielle’s results-generating campaigns have received needs by educating about healthcare conditions, raising significant internal and external recognition, including multiple GSK Marketing Excellence awareness about available treatment Awards, and industry awards including options, and stimulating productive multiple PhAME Awards, MM&M dialogue between patients and Awards, W3 Awards, Rx Club Award their healthcare providers. As DTC of Excellence, Rx Club Video Award marketers seek to leverage new of Excellence, DTC Perspectives’ channels in the rapidly evolving Awards, Global Awards, and the media landscape of the future, we prestigious Effie Award for healthcare will need to balance new technology marketing. In addition to leading and tactics with the advertising award-winning teams, Darielle has earned several honors for her own f u n d a m e n t a l s t h a t h ave b e e n individual accomplishments, including repeatedly proven to successfully being named as a finalist in the GSK reach patients. By better informing Excellence in Leadership Awards, Darielle Ruderman of GSK (second from left) consumers, we can foster better receives her award from agency partners Rich 2010 Advertising Working Mother of engagement, and better-engaged Roth, Paul Klein, and Phil Silvestri, all of Havas the Year, and three-time recognition patients can have better healthcare Worldwide. as a DTC Perspectives Top 25 DTC experiences.”

Marketer of the Year.

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D T C H A L L O F FA M E

Denise Strauss Setting a Precedent Always one to explore new tactics, Denise Strauss has helped millions of consumers through innovative marketing and patient support programs.

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rom her start in Public Relations at Porter Novelli, novel approach to consumer and professional promotion working with clients like Novartis, Marion Merrell across a wide array of customer channels – Managed Care Dow, Gillette, and MasterCard, Denise Strauss was Organizations (MCOs), Pharmacy Benefit Managers (PBMs), destined to impact the world of consumer promotion. After Medicaid and Medicare, Employers, Integrated Delivery several years on the agency side, Denise – a 2014 Healthcare Networks (IDNs), and Accountable Care Organizations Businesswomen’s Association (HBA) “Rising Star” – kicked (ACOs). In this role, Denise leads efforts to develop off her pharmaceutical tenure at Pfizer, and established the innovative programs and materials around adherence, company’s first Customer Service Center. This effort was transitions of care, low income subsidy support, and other marked by various adherence support programs including areas, to help educate physicians and consumers, and “Zoloft Rhythms” and the “Diabetes Control Network.” ultimately improve patient health.

Denise moved on to manage consumer advertising and “The ongoing evolution of the healthcare marketplace promotion for Lipitor, helping to achieve cholesterol will continue to challenge brands seeking to cost-effectively category leadership its second year on the market. Denise reach and engage their consumer and physician targets,” then joined Bayer Healthcare, leading the company into observed Denise. “The Accountable Care Act coupled its first major foray in DTC. Here, she oversaw a widely with new technology has fostered the emergence and recognized campaign for Levitra, including the first-ever m u l t i - ye a r p h a r m a c e u t i c a l utilization of new, innovative platforms partnership with the NFL. like Electronic Health Records and Following Bayer, she joined wearable devices, utilized by providers Boehr inger Ingelheim, and and patients at the point of care. launched Mirapex for Restless Marketers must be relentless in their Legs Syndrome before moving pursuit of new communication forums, on to lead Spiriva, where she take informed risks, and not rely solely introduced the iconic “Rosie upon the traditional tools of the trade. the Elephant” advertising series.

Those who will be most successful Denise was also responsible for will apply foundational tactics such as the creation and execution of the branding, insights, and segmentation largest unbranded COPD health to unconventional vehicles and venues, awareness effort in the industry, in order to impact the right customer DRIVE4COPD, resulting in the Denise Strauss of Boehringer Ingelheim (left) with the right information at the right screening of more than three receives her award from agency partner Leigh time. Regardless of the method or the million consumers.

Ann Bruhn of Avalere Health. message, our collective goal remains the Today, Denise is the Executive Director for Managed Markets same – better health for patients.”

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JUNE 16-17, 2015 FOUR SEASONS ATLANTA WWW.MDPACONFERENCE.COM

2014

ADVERTISING AWARDS

Multicultural Health Marketing Awards Winners of the 2014 Multicultural Health Marketing Awards were revealed during a ceremonial dinner at the 3rd annual MCH National Conference. Showcasing the best in consumer health marketing among key multicultural populations, Gold, Silver and Bronze awards were presented across 17 advertising categories.

A

spirited group of multicultural marketing executives from various sectors of the industry celebrated the finalists and learned who the winners of the 2014 Multicultural Health Marketing Awards were. Winners

were announced across 17 categories, with Honorable Mentions, as well as Bronze, Silver and Gold Awards

being handed out.

Among the night’s biggest winners were five awards for Novartis for Exforge’s Hispanic Campaign “Under Control”.

Novo Nordisk also won five prizes – two for Levemir FlexPen and one each for Novolog, Victoza and the Spanishlanguage version of their diabetes support website, Cornerstones4Care. Several agencies took top honors as well: Prime Access received nine awards total – five for Exforge’s Hispanic Campaign “Under Control” and four with Merck’s Isentress. Havas also scored big that evening – receiving four as a part of H4B / Havas Worldwide for Atripla’s campaigns with Bristol-Myers Squibb & Gilead and three under Havas for My HIV Hangup with Viiv Healthcare.

The Multicultural Health Marketing Awards are designed to recognize the teams that develop insightful and impactful communication programs within regulatory guidelines. These awards focus on the best creative advertising of a health product or service targeting African-American, Hispanic, Asian, or LGBT consumers. The campaigns came from pharmaceuticals, medical devices, hospitals and healthcare facilities, insurance plans, over-the-counter medications, disease education campaigns, and advocacy initiatives. The campaigns and programs must have been in market, on any media channel, anytime between July 1, 2013 and September 30, 2014. Winners were determined by the DTC Perspectives’ editorial team.

On behalf of DTC Perspectives, congratulations to all of the winners and finalists! The 2014 winners –Gold, Silver, and Bronze – are profiled on the following pages.

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ADVERTISING AWARDS

Best African American Health Campaign GREATER THAN AIDS

GOLD WINNER

Brand Greater Than AIDS Empowered Campaign Company Kaiser Family Foundation Agency (In-house)

ATRIPLA Brand Atripla Companies Bristol-Myers Squibb & Gilead Agency H4B / Havas Worldwide

BRONZE WINNER VICTOZA Brand Victoza Company Novo Nordisk Agency Grey Healthcare

66 | DTC Perspectives • 2014 Annual Issue

SILVER WINNER

Best Asian Health Campaign

ADVERTISING AWARDS

GOLD WINNER

PROLIA COMMUNITY EVENTS

Program Prolia Community Events Company Amgen Agency Ten Health

LIFESPAN GAME Campaign LIFESPAN Game Company UnitedHealthcare Agency AAAZA

SILVER WINNER

BRONZE WINNER CDC KNOW HEPATITIS B

Campaign CDC Know Hepatitis B Manufacturer Centers for Disease Control and Prevention Agency IW Group, Inc.

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ADVERTISING AWARDS

Best Multicultural DTC Campaign EXFORGE HISPANIC CAMPAIGN “UNDER CONTROL”

GOLD WINNER

Campaign EXFORGE Hispanic Campaign “Under Control” Company Novartis Agency Prime Access

LEVEMIR FLEXPEN Brand Levemir FlexPen Company Novo Nordisk Agency Cult Health

BRONZE WINNER ATRIPLA Brand Atripla Companies Bristol-Myers Squibb & Gilead Agency H4B / Havas Worldwide

68 | DTC Perspectives • 2014 Annual Issue

SILVER WINNER

ADVERTISING AWARDS

Best Hispanic Health Campaign EXFORGE HISPANIC CAMPAIGN “UNDER CONTROL”

GOLD WINNER

Campaign EXFORGE Hispanic Campaign “Under Control” Manufacturer Novartis Agency Prime Access

SILVER WINNER SABADO GIGANTE/RITMO DIETA Campaign Sabado Gigante/Ritmo Dieta Companies Boehringer Ingelheim & Univision Agency Republica

BRONZE WINNER ZYRTEC

Brand Zyrtec Company McNeil Consumer Healthcare Agency JWT & SCPF

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ADVERTISING AWARDS

Best Multicultural Hospital / Healthcare Facility Campaign ST. JUDE CHILDREN'S RESEARCH HOSPITAL

GOLD WINNER

Brand St. Jude Children's Research Hospital Company St. Jude Children's Research Hospital Agency (Various)

CANCER TREATMENT CENTERS OF AMERICA Brand Cancer Treatment Centers of America Company Cancer Treatment Centers of America Agencies TargetCom & Havas Edge

BRONZE WINNER ORTHONOW™ ORTHOPAEDIC URGENT CARE CENTER Brand OrthoNOW™ Orthopaedic Urgent Care Center Company OrthoNOW™ Orthopaedic Urgent Care Center Agency Latin2Latin Marketing + Communications, LLC

70 | DTC Perspectives • Fall/Winter 2014

SILVER WINNER

ADVERTISING AWARDS

Best Multicultural Health Insurance Campaign AETNA VOICES OF HEALTH

Campaign Aetna Voices of Health Company Aetna Voices of Health Agencies Pettus Creative & Global News Group

GOLD WINNER

SILVER WINNER L.A. CARE HEALTH PLAN: L.A. CARE COVERED (COVERED CALIFORNIA) Campaign L.A. Care Health Plan: L.A. Care Covered (Covered California) Companies L.A. Care Health Plan Agency Maricich Healthcare Communications

BRONZE WINNER GET COVERED ILLINOIS Campaign Get Covered Illinois Company Governor’s Office, State of Illinois Agency Elemento L2

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ADVERTISING AWARDS

Best Multicultural Digital Campaign GOLD WINNER

HUMANA Brand Humana Company Humana Agencies (In-house) & Motion Point

ISENTRESS Brand Isentress Company Merck Agency Prime Access

SILVER WINNER

BRONZE WINNER THE HEALTH DANGERS OF SECONDHAND SMOKE Campaign The Health Dangers of Secondhand Smoke Companies California Department of Public Health Agency Acento Advertising

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ADVERTISING AWARDS

Best Disease Education / Advocacy Campaign SABADO GIGANTE/RITMO DIETA

GOLD WINNER

Brand Sabado Gigante/Ritmo Dieta Companies Boehringer Ingelheim & Univision Agency Republica

SILVER WINNER GREATER THAN AIDS EMPOWERED Campaign Greater Than AIDS Empowered Campaign Company Kaiser Family Foundation Agency (In-House)

BRONZE WINNER ONE MILLION STRONG Campaign One Million Strong Company Fight Colorectal Cancer Agency Devin James Group

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ADVERTISING AWARDS

Best LGBT Health Campaign GOLD WINNER

ISENTRESS Brand Isentress Company Merck Agencies Prime Access

ATRIPLA Brand Atripla Companies Bristol-Myers Squibb & Gilead Agency H4B / Havas Worldwide

SILVER WINNER

BRONZE WINNER ASK FOR THE TEST Campaign Ask for the Test (DC HIV testing awareness campaign) Company DC Department of Public Health Agency Octane Public Relations & Advertising

74 | DTC Perspectives • Fall/Winter 2014

ADVERTISING AWARDS

Best Multicultural OTC Campaign

GOLD WINNER

BESITO

Brand "Besito: How a Little Kiss Rekindled the Love for Caladryl Among Latina Moms in the U.S.” Company Valeant Consumer Healthcare Agency XL Alliance

SILVER WINNER COLGATE

Brand Colgate Company Colgate Palmolive Agency Uniworld Group

BRONZE WINNER ZYRTEC

Brand Zyrtec Company McNeil Consumer Healthcare Agencies JWT & SCPF

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ADVERTISING AWARDS

Best Multicultural Out-Of-Home / Event Program L.A. CARE HEALTH PLAN Campaign L.A. Care Health Plan: L.A. Care Covered (Covered California) Company L.A. Care Health Plan Agency Maricich Healthcare Communications

ONE MILLION STRONG Campaign One Million Strong Company Fight Colorectal Cancer Agency Devin James Group

SILVER WINNER

BRONZE WINNER ARTHRITIS HEALTH MONITOR TV – SPANISH-LANGUAGE SEGMENTS Campaign Arthritis Health Monitor TV – SpanishLanguage Segments Companies Health Monitor Network Agency (In House)

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GOLD WINNER

ADVERTISING AWARDS

Best Multicultural Point Of Care Campaign SABADO GIGANTE/RITMO DIETA

GOLD WINNER

Brand Sabado Gigante/Ritmo Dieta Companies Boehringer Ingelheim & Univision Agency Republica

SILVER WINNER ARTHRITIS HEALTH MONITOR TV – SPANISH-LANGUAGE SEGMENTS

Campaign Arthritis Health Monitor TV – Spanish-Language Segments Company Health Monitor Network Agency (In-House)

BRONZE WINNER 1 IN 4

Campaign 1 in 4 Hepatitis B Awareness Campaign Company Gilead Agency NeON Advertising

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ADVERTISING AWARDS

Best Multicultural Print Campaign GOLD WINNER

COLGATE Brand Colgate Company Colgate Palmolive Agencies Uniworld Group

SILVER WINNER EXFORGE HISPANIC CAMPAIGN “UNDER CONTROL” Campaign EXFORGE Hispanic Campaign “Under Control” Company Novartis Agency Prime Access

BRONZE WINNER ZYRTEC Brand Zyrtec Companies McNeil Consumer Healthcare Agencies JWT & SCPF

78 | DTC Perspectives • 2014 Annual Issue

ADVERTISING AWARDS

Best Multicultural Radio Campaign ASK FOR THE TEST

GOLD WINNER

Brand Ask for the Test (DC HIV testing awareness campaign) Companies DC Department of Health Agency Octane Public Relations & Advertising

SILVER WINNER CDC KNOW HEPATITIS B

Campaign CDC Know Hepatitis B Company Centers for Disease Control and Prevention Agency IW Group, Inc.

BRONZE WINNER L.A. CARE COVERED

Campaign L.A. Care Health Plan: L.A. Care Covered (Covered California) Company L.A. Care Health Plan Agency Maricich Healthcare Communications

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ADVERTISING AWARDS

Best Multicultural Television Campaign ST. JUDE CHILDREN'S RESEARCH HOSPITAL Brand St. Jude Children's Research Hospital Company St. Jude Children's Research Hospital Agencies (Various)

EXFORGE UNDER CONTROL Campaign EXFORGE Hispanic Campaign “Under Control” Company Novartis Agency Prime Access

SILVER WINNER

BRONZE WINNER CANCER TREATMENT CENTERS OF AMERICA Campaign Cancer Treatment Centers of America Companies Cancer Treatment Centers of America Agencies TargetCom & Havas Edge

80 | DTC Perspectives • 2014 Annual Issue

GOLD WINNER

Best Multicultural Website AETNA VOICES OF HEALTH

ADVERTISING AWARDS

GOLD WINNER

Campaign Aetna Voices of Health Companies Aetna Agencies Pettus Creative & Global News Group

SILVER WINNER CORNERSTONES4CARE SPANISH Campaign Cornerstones4Care Spanish Website Company Novo Nordisk Agency HyperPointe

BRONZE WINNER MY HIV HANGUP Campaign My HIV Hangup Company ViiV Healthcare Agency Havas

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ADVERTISING AWARDS

Best Overall Winners EXFORGE UNDER CONTROL Campaign EXFORGE Hispanic Campaign “Under Control” Company Novartis Agency Prime Access

SABADO GIGANTE/RITMO DIETA Campaign Sabado Gigante/Ritmo Dieta Companies Boehringer Ingelheim & Univision Agency Republica

SILVER WINNER

BRONZE WINNER GREATER THAN AIDS Campaign Greater Than AIDS Empowered Campaign Company Kaiser Family Foundation Agency (In-House)

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GOLD WINNER

Top MCH

K

athy Gram is an RN, BSN with over 25 years in KATHY GRAM the healthcare industry. She has spent the majority Director Patient Advocacy of her career in the home infusion industry Millennium: in sales, sales The Takeda Oncology Company management, g e n e r a l management and VP of Sales for Chartwell Home Therapies (joint venture between MGH and New England Medical Center). She was the Director of Biotech Sales for Caremark (now CVS Caremark) followed by VP of Sales for Panel Intelligence, a medical market research company founded by an oncologist from the Dana Farber Cancer Institute.

She is a recent cancer survivor and remains passionate about the patient community which she can support through her role in Patient Advocacy at Millennium. She is a proud mother of two wonderful boys that have been actively involved in her fundraising for several organizations hoping to find a cure!

Kathy Gram of Millennium accepts her award from Jesse Williamson of Prime Access for advancing patient communications.

TONY SUAREZ

Director of Marketing, Multicultural Consumer Experience Humana

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ony Suarez is the Director of Consumer Experience for the Multicultural segments at Humana. He leads the company’s multicultural efforts from strategy development to integration of the portfolio of services as a “Health Care Provider” in this space. Tony joined Humana at the end of 2011 as the Director of Regional Marketing leading a team of professionals responsible for field marketing of commercial / employer lines of business from California to Puerto Rico. Tony also held the position of Director of MarketingHealth Care Services, supporting urgent care, pharmacy and provider marketing efforts for the company.

Prior to joining Humana, Tony was a professor of Marketing at both Georgia State and Florida State, teaching both undergraduate and executive MBA courses while also consulting in the multicultural arena. He was also the first Vice President of Multicultural Marketing at McDonald’s where he was in charge of leading targeted multicultural marketing efforts across the Hispanic, African American and Asian consumer segments. In this role, he led transformational efforts for the company, making “leading with ethnic insights” a core approach to Tony Suarez from Humana (left) accepts his award from business.

Prime Access’ Steve Millerman for serving MCH health audiences.

Prior to that, he held various positions at Coke, including being the International Marketing Director responsible for growing Coca-Cola business in Latin America through the introduction of new products in Brazil, new packaging in Mexico and new retail experiences in Colombia.

Before that, Tony was Senior Vice-President, Director of Retail Accounts with Clarion Marketing and Communication in Atlanta, Georgia. Tony led the creation of S & S Marketing and Promotions agency, a marketing services division for one of the largest Hispanic advertising agencies in the country within the Publicis agency.

Tony has brand marketing and sales promotions experience with clients like Procter & Gamble, General Motors, Burger King, Levis, Sprint, Spurs, Western Union, Gerber, Capital One, First Union Bank and Gillette.

He holds an undergraduate degree from California State University and a Master of Business Administration from Pepperdine University. Tony resides in Atlanta, Georgia with his wife and two children.

84 | DTC Perspectives • 2014 Annual Issue

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s Director of the Allergy Franchise, Colleen Sellers is responsible for managing McNeil’s OTC allergy porfolio, including brands Zyrtec & Benadryl. Inspired to improved people’s every day lives, she has helped launch such campaigns as Zyrtec’s Allergy FACE Beauty Tips targeting Hispanics, as well as the allergy treatment’s Muddle No More campaign.

Top MCH COLLEEN SELLERS

Director, Allergy Franchise McNeil Consumer Healthcare

As an award-winning marketer, Colleen joined the healthcare industry in the early 2000’s as an Associate Brand Manager for Johnson & Johnson. She then moved to J&J’s McNeil Consumer Healthcare as a Brand Manager on Zyrtec Innovation, a position she held for nearly three years. She continued to work her way through the ranks, becoming Senior Brand Manager for Tylenol Cold & Sinus and then Senior Brand Manager for Zyrtec. In December 2012, she took on her current role leading the allergy franchise. Colleen earned her BS from Smith College and MBA in Marketing & Strategy from Northwestern University – Kellogg School of Management.

TITO COLON

Sr. Director, Head of Multicultural Markets Aetna

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i t o C o l o n i s t h e S r. D i re c t o r, h e a d o f Multicultural Marketing at Aetna Inc., one of the nation’s leading diversified health care benefits companies, serving an estimated 44 million people. With over 18 years of passion in providing strategic leadership and transformative insights he positions Aetna to target profitable multicultural growth opportunities in an evolving healthcare insurance marketplace.

Through his efforts, he focuses on client acquisition, client retention Aetna’s Tito Colon (left) receives his award from Prime and customer service experience initiatives that touch all Aetna business Access’ Steve Millerman for helping multicultural patients. segments. Recently he has developed and implemented Urban Marketing models to increase Aetna penetration into attractive multicultural market segments. He has developed integrated direct to consumer (DTC) campaigns designed to drive enhanced multicultural/multilingual experiences, improved brand awareness and increased purchase considerations. To support an authentic market presence, he also is responsible for enterprise language capabilities that enhance Aetna’s readiness in a post Healthcare Reform environment. He holds a Bachelors of Science degree in Business Management from Westfield State College. He resides in Atlanta, Georgia.

K

athy Johannesen is an accomplished operations and KATHY JOHANNESEN marketing professional with a successful track record AVP, Marketing and in corporate health care. She has worked with health Community Relations care organizations to obtain greater brand recognition, market Lutheran HealthCare share and enhanced patient satisfaction for more than 20 years.

At Lutheran HealthCare, Kathy is responsible for marketing, advertising and community relations. She has developed a marketing program that supports the system’s goals through strategically developed marketing and communication programs highlighting Lutheran’s role as a safety-net hospital with a nationally recognized comprehensive cultural competence program. Lutheran HealthCare has been named winner of multiple Aster Awards and honors from the American Hospital Association for its cultural competence programs.

A graduate of Long Island University with a master’s in public health administration, Kathy utilizes her education to better understand operational issues prior to working with senior leadership on marketing and communication departmental plans.

Kathy Johannesen from Lutheran HealthCare (left) is presented with her award by Simmy Owens of Prime Access for improving health outcomes for MCH populations.

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Top MCH

A

mber Webster is the Senior Director of West AMBER WEBSTER Region Member Growth and Retention at UnitedHealthcare and is based in Orange Marketing Director, Asian Markets County, California. Prior to her current position, Amber UnitedHealthcare was the Senior Director of Asian American Markets of UnitedHealthcare. She started the Asian American Markets initiative in 2004 at PacifiCare, which became part of UnitedHealthcare in 2005. In the past a few years, this initiative has been developing bi-lingual services, tools, materials, and programs to better serve the Asian American consumers. In 2007, Amber’s team was selected by National Committee on Quality Assurance (NCQA) for an innovation award for their unique “Online Asian In-language Provider Directory”.

Amber graduated from Marshall School of Business at University of Southern California with an MBA prior to her work in healthcare insurance industry. Born and raised in China, Amber speaks fluent Mandarin. Her education background in China includes a Bachelor of Engineering in Chemical Engineering and a SecondBachelor’s degree (Master-equivalent) in Journalism. While working for Air China, the flagship of Chinese airline industry, as the editor and reporter of Air China In-flight Magazine, Amber was also an award-winning columnist with China Youth Daily, a leading Chinese newspaper with the third largest circulation after Chinese TV Guide and People’s Daily.

ROBYN GILSON

Formerly: VP Customer Strategies & Viewpoints WellPoint (Anthem Blue Cross and Blue Shield)

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obyn Gilson is VP of Multicultural Strategy at US Bank and was more recently Staff VP of Multicultural Strategy & Marketing at WellPoint. She received her BA degree from Southwestern University and MA from University of Texas in Austin. She has over 20 years of marketing experience. She led WellPoint’s Hispanic Health Initiative which encompassed many Spanish language service enhancements, partnerships, a broad education campaign, hands on Affordable Care Act enrollment support for the uninsured and youth intervention programs. The initiative reached hundreds of thousands of consumers, improved government relations and supported membership growth. WellPoint’s Hispanic outreach efforts received significant media attention including mentions in The Wall Street Journal and Reuters. Robyn is a passionate consumer advocate dedicated to bringing multicultural needs to light and guiding companies to address those needs.

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JESSICA LACY s Deputy for Prog rams for the Prevention Deputy for Programs, Prevention Communications Branch of the Centers for Communications Branch Disease Control and Prevention, Jessica Lacy is responsible for the HIV/AIDS Division. In her role, she CDC serves as the coordinator for Act Against AIDS campaigns, a collaboration between the CDC staff and external creative and research firms. Act Against AIDS was launched by the CDC and White House to raise awareness of HIV and AIDS, particularly among the hardest-hit populations – gay and bisexual men, African Americans, Latinos, and other communities at increased risk.

Jessica began her career with the CDC before moving to Merial, a Sanofi Company focused on animal health, as Manager of Corporate Communications. She then joined WPP’s specialty healthcare public relations agency, GCI Health, as Account Director before being promoted to Vice President. In January 2013, Jessica returned to the CDC, where she holds her current position in the HIV/AIDS prevention division. She earned her Bachelor’s Degree in Journalism/PR from University of Georgia.

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Top MCH DENNIS TAIPINA

Cross Cultural Marketing Director Novartis Pharmaceuticals

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ennis Taipina is currently the Cross Cultural Marketing Director with Novartis Pharmaceuticals.

He is a 20-year pharmaceutical sales, operations and marketing leader, focused on strategic growth and innovation. In his role, he defines Cross Cultural Marketing Strategy and Tactical business plans across Novartis primary care and specialty brands. He is passionate about developing campaigns and resources to help health care providers and payers successfully reach cross cultural consumers in the US. While the ethnic consumer represents 100% of the population growth in the US over the next 30+ years, they currently experience a significant disparity in health care Dennis Taipina from Novartis Pharmaceuticals (left) receives accolades for his MCH marketing efforts from Jesse compared to the general consumer. Dennis is committed to improving Williamson of Prime Access. patient communications with the ethnic segment, while maximizing business across brands.

LISA VALTIERRA

Assoc. Dir. Cross Cultural Marketing Boehringer Ingelheim Pharmaceuticals, Inc.

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isa Valtierra is Associate Director, Cross C u l t u r a l M a r ke t i n g f o r B o e h r i n g e r Ingelheim Pharmaceuticals Inc, (BIPI), based in Ridgefield, CT. She joined the newly formed cross cultural marketing team at BIPI in March of 2013, where she collaborates with marketing teams, incorporating the US Hispanic market for both branded products and unbranded disease awareness campaigns. She provides cultural understanding and insights to internal teams across functions and is a staunch advocate for inclusion of minority populations in marketing efforts.

Lisa also works with external Latino leaders and organizations in four key Hispanic markets comprised of Dallas, Los Angeles, Miami, and New York to ensure relevance, reach and business impact of BI initiatives. She coordinates with field teams in those markets for awareness of and local outreach for these campaigns. Andy Bagnall of Prime Access presents Lisa Valtierra from Ingelheim with her award for implementing innovative Most recently she led the 2013 BI/Univision national integration Boehringer ways to connect with key MCH populations. campaign on the Sabado Gigante segment Ritmo Dieta, focusing on diabetes.

She joined Boehringer Ingelheim in 2008 as part of the then-new patient advocacy team, focusing on women’s sexual health, hepatitis C, HIV, atrial fibrillation, and Parkinson’s disease. Prior to joining Boehringer Ingelheim, Lisa’s long history of HIV advocacy led to her helping establish the HIV patient advocacy relations team at Abbott Labs (AbbVie). Lisa is a Los Angeles native, graduated from UCLA with a Bachelor’s degree in Communication Studies, is a certified Toastmaster and certified SCUBA diver. She currently lives in Danbury, Connecticut with her cats, Jake and Pixie.

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Top MCH

Merck

J

ennifer Borgmann started her career at Merck as a Pharmaceutical Sales Representative in the Boston area. Nearly 15 very successful years later she has held various positions throughout the organization that have brought her to where she is today, as Manager, Global Marketing Communications.

JENNIFER BORGMANN Manager, Global Marketing Communications Merck

Jennifer was previously Consumer Promotion Manager for the HIV team, having joined soon after the launch of ISENTRESS. She saw the brand through the launch of two new indications in addition to several key data extension launches. She developed and launched the unbranded platform (Healthy with HIV) for the brand in 2009 and evolved the branded campaign for the launch of the Naïve indication. She also successfully launched both desktop and mobile applications in 2011 that helped HIV patients actively manage their disease. Her strategic championing for ISENTRESS led to the successful optimization of the brand’s digital promotion where she achieved increases in consumer response up to 4,000 percent.

Because of Jennifer’s success with the HIV team, she was asked to step in and help develop and launch the branded consumer campaign for Merck’s Hepatitis C medication while maintaining her HIV team role. Jennifer was able to take 6-8 months of work and condense it down to three in order to meet aggressive timelines, and launch the first print ad a month ahead of schedule. The end result was the launch of a successful, branded campaign that was able to bring key insights of the Hep C consumer audience to life and helped the brand achieve its over-plan performance for 2011.

Jennifer is a dedicated team player whose leadership skills are outstanding. She inspires the agency partners that she works with to reach new, innovative heights in the pharmaceutical category and leads the way, bringing pharma into new digital technology. She tackles challenging assignments with both a big-picture, strategic

TINA HOFF

SVP & Director, Health Communication & Media Partnerships Program Kaiser Family Foundation

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ina Hoff is a Senior Vice President for the Kaiser Family Foundation and Director of the Foundation’s Health Communication and Media Partnerships Program. She oversees multi-faceted public information partnerships with leading media and corporate partners alongside health departments and community organizations to address pressing public health and social issues, notably HIV/AIDS.

JEREMY SHEPLER

Director, Patient Centric Marketing, Diabetes Marketing Novo Nordisk

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or over 13 years, Jeremy Shepler has been at the forefront of healthcare marketing. He joined Diabetes Marketing at Novo Nordisk in 2010. He currently holds the position of Senior Director, Patient Centric Marketing where he is responsible for championing patient centricity throughout NNI, ensuring collective actions and decisions enhance patient outcomes and drive top/bottom line growth: Positive outcome, positive income. In his role, he oversees multichannel media, relationship marketing, multicultural marketing and the customer care center across the entire diabetes portfolio. Prior to this role, Jeremy led patient and physician marketing Novo Nordisk’s Jeremy Shepler is honored strategy for Value Up and Devices at Novo Nordisk where he was responsible for his multicultural health marketing successes by Laura Deitch of Prime Access. for driving value for the insulin and device portfolio.

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The Top POC Marketers of the Year

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TC Perspectives proudly announced the 2014 class of Top POC Marketers of the Year, an award established to recognize extraordinary DTC marketers who drive innovation and work toward better patient health outcomes via the Point of Care channel. This year’s award was once again sponsored by the Point of Care Communication Council (PoC3), our co-host of the POC National Conference.

“The Point of Care Communication Council is honored to join with DTC Perspectives to recognize these individuals who are passionate about the health of patients and improving healthcare outcomes. POC Marketers face unique challenges communicating with consumers at a moment when they are focused on their health but potentially feeling vulnerable, or even scared. We look forward to celebrating the collective accomplishments of these groundbreakers, who share in our vision of advancing health and healthcare outcomes,” said PoC3 Executive Director, Christine Franklin.

After an industry-wide nomination period, DTC Perspectives’ editorial team collaborated to select the most influential POC marketers based on actual accomplishments, influence on future POC launches or campaigns, or recognized contributions and service to patients as well as the POC space. The winners were awarded during the POC National Conference during a celebratory dinner, sponsored by PoC3, at the end of September. Each Top Marketer is profiled on the subsequent pages.

On behalf of DTC Perspectives Magazine and PoC3, congratulations to each member of this year’s Top POC Marketers class!

Top POC Marketers Index John Baranick, 93 Jennifer Brown, 91 Denise Campbell, 90 Julia Chiampi Crouse, 92 Jay Denhart-Lillard, 91 Eric Foster, 90 Charlie Greenberg, 92 Jenn Havens, 91 Julie Holcombe, 93 Dawn Koffler, 93 Paula Palmer, 90 Michelle Scribano, 92

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Top POC

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aula Palmer, Associate Marketing Director, has been PAULA PALMER responsible for leading the consumer initiatives Associate Director, for the Pradaxa Brand Team since prior to launch Consumer Marketing Pradaxa in 2010. She Boehringer Ingelheim joined BI just over 9 years ago and was a brand manager on two of BI's most successful brands, MOBIC and Spiriva before joining the Pradaxa brand team. She was selected as a 2008 Top 25 DTC Marketer of the Year and has also received numerous company awards as well as national recognition for her work in the DTC area. As a seasoned marketer, Paula is passionate about her work with and for patients.

More importantly, she has focused her efforts on enhancing patient education as the foundation of patient communications for Pradaxa.

Her mantra is a knowledgeable patient is a better patient and a better Paula Palmer of Boehringer Ingelheim (center) is awarded patient helps produce better healthcare outcomes. Paula feels what for being a Top POC Marketer by Ashik Desai of ContextMedia:Health (left) and Jennifer Kovack of DTC you say is as important as where you say it. Thus, Point of Care Perspectives (right).

(POC) has been a key tactic for Pradaxa in delivering educational content to patients. POC has been able to increase disease and brand awareness, improve patient knowledge and positively impact the patient/physician conversation at the point of service. The end result is that patients have the brand and disease information they need when they need it, which is during the discussion with the HCP. A winning combination for patients, physicians, the brand, and healthcare in general - all of which Paula has great pride in supporting through her work on Pradaxa. Paula graduated Cum Laude with a BS from Albertus Magnus College, with a major in International Marketing and minor in English and resides with her daughter,Victoria in Connecticut.

DENISE CAMPBELL

Sr. Director, Consumer Marketing Immunology AbbVie

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rawing from her marketing and advertising expertise, Denise Campbell’s career has spanned a variety of industries, including consumer packaged goods, e-commerce, b2b, and pharmaceuticals.

As a well-rounded, successful marketer, she has specialized in a number of marketing areas, such as strategic positioning, branding and identity, CRM, digital and social media. Denise has previously held Director-level titles with OxfordSM and AstraZeneca before taking on her current role as Senior Director, Consumer Marketing Immunology for AbbVie.

AbbVie’s Denise Campbell (center) receives accolades from Joe Petrosino of Health Media Network (right) and Jennifer Kovack of DTC Perspectives (left).

ERIC FOSTER ric Foster is Marketing Director for the Immunology Director, Consumer Marketing, Business Unit of GSK. He is responsible for leading the consumer marketing Immunology strategy for in-line GSK p ro d u c t s a n d d i s e a s e education. His career in pharmaceuticals encompasses both sales and marketing leadership positions where his passion for patients is a driving force. Eric received his BA in Economics from the University of Georgia and his MBA from Auburn University. Eric lives in Raleigh, N.C. with his wife and two children.

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GSK’s Eric Foster (center) is presented with his Top Marketer of the Year award by John Pirovitz of Health Monitor Network (right) and Jennifer Kovack of DTC Perspectives (left).

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ennifer Havens is Deputy Director, Consumer JENN HAVENS Marketing, US at Sanofi Pasteur, the vaccines division Deputy Director, of Sanofi, and is currently responsible for identifying Product Marketing p a t i e n t Sanofi Pasteur solutions to disease education and treatment for multiple brands. With more than 13 years of healthcare marketing experience, she has launched several Direct-to-Consumer campaigns and focused on the strategic and tactical planning of these programs, leading them to exceed objectives, allowing more patients to better manage their health.

Throughout her tenure, she has been instrumental in pioneering innovative and nonconventional ways to reach consumers within the Pharmaceutical industry. Jennifer most recently led a cross functional team to launch an integrated campaign to raise awareness of Sklice® Lotion to educated moms dealing with head Jenn Havens of Sanofi Pasteur (center) is congratlated by lice and their available treatment options. Throughout this campaign, William Robbins of Constant Media (left) and Jennifer she piloted several new initiatives to engage consumers and getting Kovack of DTC Perspectives (right). them to seek treatments from their health-care provider, including new digital technologies and partnerships. She also worked on the Fluzone® (Influenza) vaccine franchise, starting in 2012 with the fully integrated consumer campaign for the launch of Fluzone Intradermal (Influenza) vaccine and then in 2013, helping shape the marketing and media strategy for the Fluzone High-Dose (Influenza) vaccine campaign. Jennifer has been the recipient of several awards, including the 100% Club, Northeastern Alliance, the CCC award in 2009, Top 25 DTC Marketer of the Year in 2011 and 2013, and a customer marketing honors for excellence in marketing in 2014. Jennifer holds a Bachelor of Science degree in Community Health Education from the University of Nebraska - Lincoln.

JAY DENHART-LILLARD

Associate Brand Manager, Innovative Customer Experience Eli Lilly

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ay Denhart-Lillard brings over 20 years of exper ience in Marketing, and a passion for creative solutions to brand challenges. Before he joined Lilly, Jay worked at Leo Burnett – in Chicago and across several European Jay Denhart-Lillard of Eli Lilly (center) is commended for affiliates – consulting on digital/CRM activities his work in POC by Heidi Anderson of WebMD (left) and and developing CRM and social media capabilities. Since joining Jennifer Kovack of DTC Perspectives (right).

Lilly’s Innovative Customer Experience practice, he has worked to identify, develop and deploy solutions to meet important customer needs for Lilly brands. Most recently, Jay has been developing new capabilities for Lilly in electronic health records and online patient portals.

JENNIFER BROWN fter almost 14 years as a sales representative with Associate Product Manager, Pfizer, Johnson and Johnson and Abbott/AbbVie, Humira Consumer Marketing Jennifer Brown made the transition to the Humira AbbVie consumer marketing team in 2013. Although the change in functions has brought with it many new challenges, her time spent in physicians’ offices and her own experiences as a patient, have made her an enthusiastic advocate for POC. Her many years of involvement in healthcare, unique perspective and passion for patients, keeps her constantly striving to improve in-office interactions with the goal of empowering patients to get the care they need.

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ulia Crouse is the Associate Manager ePrescribing and JULIA CHIAMPI CROUSE Digital Strategy at Novo Nordisk and is responsible for spearheading the organizations ePrescribing Associate Manager ePrescribing & Digital Strategy and Electronic Novo Nordisk Health Record ( E H R ) Strategy. In 2011, Julia developed the initial ePrescribing and EHR market analysis and recommendations for Novo resulting in the identification of unmet needs within the growing landscape of ePrescribing and in the creation of her current position. She presently works to monitor the health IT landscape and identify new and innovative ways to integrate Novo Nordisk content and resources into the EHR to be utilized at the point of care. Additionally, she is responsible for developing tools and resources to address the barriers of ePrescribing. Most recently, she has worked to successfully launch Levemir FlexTouch within the age of ePrescribing. Through Julia’s leadership, she has helped to ensure Julia Chiampi Crouse of Novo Nordisk (center) is lauded for her accomplishments by Greg Leibert of Mesmerize the ability for Novo Nordisk brands to be accurately ePrescribed by Marketing (left) and Jennifer Kovack of DTC Perspectives creating an application that gives the field visibility into the top 20 (right).

EHR systems. She is an active participant at NCPDP and HIMSS and works to influence the development of ePrescribing standards. Julia has an MBA in Healthcare Management and Marketing from Florida Institute of Technology, and a Bachelor’s degree in Psychology and Neuroscience from Temple University.

CHARLIE GREENBERG Media Strategy Lead Merck

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s Media Strategy Lead at Merck, Charlie Greenberg serves as the COE and provides SME guidance and best practice sharing of media plans for U.S. and International activity. His responsibilities at Merck include all patient directed media channels serving the entire book of pharmaceutical and vaccine businesses. Prior to the last year 9 years, Charlie was at Wyeth and before that, had worked on healthcare OTC and package goods businesses at Saatchi.

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i c h e l l e S c r i b a n o h a s wo r ke d i n t h e MICHELLE SCRIBANO phar maceutical, biotech and most recently Deputy Director vaccine industry for 28 years in a var iety Consumer Marketing of disciplines, Sanofi Pasteur i n c l u d i n g in-line brand management, global marketing, and new product marketing in addition to her past experience in sales, clinical research and regulatory affairs. She has experience working across multiple therapeutic areas, including allergy, asthma, oncology, hepatitis C, meningococcal disease, pediatric vaccines, and most recently influenza vaccines. Michelle joined Sanofi Pasteur in 2004 and is presently the Deputy Director Product Management supporting consumer marketing for the Fluzone vaccine franchise. In this role she is responsible for the strategy, implementation and measurement of patient education initiatives. In 2008 and 2011, Michelle Scribano of Sanofi Pasteur (center) is presented with her award by Don Vergara of Remedy Health Media (left) and Jennifer Scribano received Sanofi Pasteur’s S.T.A.R. Award; a marketing award Kovack of DTC Perspectives (right). for recognition of her leadership in executing comprehensive campaigns within the meningococcal and pediatric franchises. Michelle is a graduate of the College of Saint Elizabeth with a BS in Business Administration focused on management and communication.

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ohn Baranick is Director, Trade Relations for Mylan JOHN BARANICK Specialty where he is responsible for leading the Director, Trade Relations development and implementation of strategies Mylan Specialty and tactics t h a t d r ive business through the retail pharmacy and wholesale channels. John previously worked in trade account management for AstraZeneca and its predecessor companies. During his 18 years working in the trade segment John successfully developed creative point-of-care marketing initiatives to improve adherence to therapy and acquire new patients. As the recipient of multiple supplier awards, the value of John’s work has been recognized by retailers and wholesalers. John received his BS in Business from the University of Minnesota, Carlson School of Management, and lives in Woodbury Minnesota with his wife and daughters.

John Baranick of Mylan Specialty (center) received praise for his POC successes by Susan Reilly of Phreesia (right) and Jennifer Kovack of DTC Perspectives (left).

JULIE HOLCOMBE

Director, Team Lead US Marketing, Inflammation Pfizer

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ulie Holcombe is Director/Team Lead for the XELJANZ US Commercial team at Pfizer Inc. She has worked in the pharmaceutical industry for nearly 20 years in a variety of leadership positions at top manufacturers as well as with notable industry advertising agencies. The campaigns and brand strategies Julie has developed have been recognized with several industry honors, and she herself has been named a "Top 25 DTC Marketer" and “Top Point-of-Care Marketer” by DTC Perspectives Magazine, as well as a "Rising Star" by the Healthcare Businesswoman's Association. Julie has served as a guest lecturer at St. Joseph's University and New York University’s Leonard N. Stern School of Business. In addition to her industry work, Julie serves on the Board of Directors for the Robert J. Leonard Foundation and is an active volunteer for the March of Dimes. Julie holds a B.A. in Communications from William Paterson University and has participated in a number of post-graduate seminars and study programs.

Julie lives with her family historic Bucks County, PA.

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awn Koffler is currently the Director of Marketing DAWN KOFFLER for the Dry Eye Franchise at Allergan, Inc. leading Director of Consumer Marketing, consumer marketing and CRM for RESTASIS®.

Dry Eye Franchise RESTASIS® is the #1 prescription eye care brand and is the largest Allergan s i n g l e indication growth driver at Allergan. Dawn has nearly 15 years of experience in the pharmaceutical industry and has received multiple industry awards for her marketing efforts, including Top 25 DTC Marketer from DTC Perspectives in 2013. Since joining Allergan in 2005, she has held management positions in both HCP and consumer marketing across multiple brands. Prior to joining Allergan she gained sales and marketing experience with Ortho McNeil (a Johnson and 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 Dawn Koffler of Allergan (center) is awarded for her advancements an MBA from the University of Notre Dame. in POC by Linda Ruschau of PatientPoint (left) and Jennifer Kovack of DTC Perspectives (right).

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DTC PERSPECTIVES ON THE FLOOR

DTC National Conference 2014

MCH National Conference 2014

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undreds of executives from the healthcare marketing industry attended DTC Perspectives’ conferences in 2014, including the DTC National, Pointof-Care (POC) National, and Multi-Cultural Health (MCH) National. Attendees got the chance to meet new industry members as well as reconnect with peers while exploring some of the unique event features, celebrating each conference’s award honorees, learning more about our exhibiting and sponsoring companies. Take a look at some of the pictures below from our 2014 events and then pull up your calendar to mark down next year’s dates so you don’t miss out: DTC National, April 7-9, Washington, DC; MDPA National, June 16-17, Atlanta; Hospital Marketing National, June 18-19, Atlanta; MCH National, October 12-14, Ft. Lauderdale; POC National, November, Philadelphia.

DTC National Conference 2014

DTC National Conference 2014

DTC National Conference 2014 POC National Conference 2014

POC National Conference 2014

MCH National Conference 2014

POC National Conference 2014

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MCH National Conference 2014

True digital engagement is a marketer’s best friend.

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To find out how HealthEd can help your business with best-in-class communication, contact Anthony Marucci: 908-379-2037 a.marucci@healthed.com. www.patientgeeks.com Sources: Cutting Edge Information; HealthEd data on file. Patient geeks is a trademark of HealthEd Group, Inc. Wonder Woman is a trademark of DC Comics. ©2014 HealthEd Group, Inc. 7/14 HEDMKT2014-028