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MicroMass Communications hired Julie Jelenewski as account supervisor and Linnea Warren as behaviorist. Jelenewski will work on an oncology product as well as on a company-wide patient-focused initiative for a pharmaceutical giant. She joins from BeaconLBS, a laboratory benefit solutions company, where she served as network operations administrator. Warren will work across all brands at MMC to develop patient education programs for the company’s growing list of accounts. Most recently, she was a research assistant for the University of North Carolina, Chapel Hill. Cadient Group has hired Amy Everingham and Colleen Burns as account managers and Kelly Jo Schenck as project manager. Everingham will support the agency’s efforts on behalf of a rapidly growing specialty biologics client. She joins from M3 Health, an interactive healthcare marketing agency, where she was interactive project lead and account executive on products in the areas of oncology, haematology and enterology. Burns will support activities on behalf of a unique, personalized oncology therapy as part of her role within Cadient’s diversified and specialized life sciences portfolio. She joins from inVentiv Health where she helped prepare for the launch of a vaccine for infants and toddlers as account executive. Schenck will be responsible for the company’s growing involvement in the obesity management and metabolic disease categories. She was previously a project manager at Digitas Health, handling the development of three launch brand websites, mobile sites, patient brochures, videos and podcasts, and media initiatives. AbelsonTaylor has promoted account directors Eric Densmore and Mark Finn to the position of vice presidents. Densmore has worked on both professional and consumer accounts in a variety
of categories, including urology, autoimmune disease, and dermatology, to Julie Jelenewski Eric Densmore Mark Finn name a few. Finn will be working on products for the treatment of psoriasis and for use in surgery and aesthetic dermatology. His experience has also encompassed a number of disease states as well, including oncology, dermatology, HIV/AIDs, among others. AbelsonTaylor has also promoted Stacy Gordon and Laura Jansen from account executives to senior account executives. Gordon will continue work on consumer marketing initiatives for a GERD treatment. Jansen will work in the rheumatology area, having previously worked on both professional and consumer projects for lupus and osteoporosis treatments. Ogilvy CommonHealth Worldwide announced that Ogilvy CommonHealth Consumer Care and Ogilvy CommonHealth Insights & Analytics will be rebranded as Ogilvy CommonHealth Wellness Marketing and Ogilvy CommonHealth Behavioral Insights, respectively. According to Matt Giegerich, Chairman & CEO of Ogilvy CommonHealth Worldwide, the reason for the name change is the “result of our ongoing determination to provide clarity and focus in all our business efforts.” The WPP brand has an increased focus on helping brands become an integral part of consumers’ lives for healthier living, particularly as they become more and more responsible for managing their own health.
P H A R M A C I S T C O A C H I N G (Continued from page 31)
Table 2: How to Use Open-Ended Questions Instead of … Do you have any questions?
Try saying ... What questions do you have about your medicine?
Do you understand how to What instructions were take this medicine? given to you for taking the medication? Are you going to take the medicine like you are supposed to?
How do you plan to remember to take it as your doctor prescribed?
them visualize what being adherent could mean by tying the reason to take their medicine with their life goals and what’s most important to them. For example, a patient may want to keep their glucose levels under control so that they can prevent future complications from diabetes and see their grandchildren grow up.
Creating a plan for success While patient engagement is critical to improve adherence, it does not automatically result in behavioral change.
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To ensure lasting impact, the pharmacist-patient team needs to create a plan with long-term goals. This plan needs to be based on what the patient thinks the next steps should be, how important being adherent is to them, and how the pharmacist can help to support them. Perhaps, most importantly, the pharmacist must encourage the patient to commit to the plan that they helped to create. Behavioral coaching enables pharmacists to uncover and address potential barriers to adherence. When done well, these coaching sessions allow pharmacists to go beyond the requirements of legally required counseling – to engage patients in ways that can lead to realistic and effective plans that can give their therapy the best chance of working and lead to positive clinical outcomes. DTC Stacey Irving has over 12 years’ experience in business development and management consulting and has spent 10 of those years specifically focused on the healthcare industry. She is currently the Vice President of Sponsored Clinical Services for McKesson Patient Relationship Solutions, where she is responsible for the development of the company’s pharmacy-based adherence platform and Sponsored Clinical Services Pharmacy Network. Stacey can be contacted via email at Stacey.Irving@McKesson.com.