Pe r S e N t I N G The Top 25 DTC Marketers of the Year Top 25 DTC Marketers of the Year ... media. she recently accepted an assignment to lead Patient support and strategy for eliquis

46 | DTC Perspectives • Summer 2013

The Top 25 DTC Marketers of the Year

P r e S e N t I N G

The 12th annual list of the top 25 dtc marketers of the year includes luminaries representing more than 20 different pharmaceutical companies, with each marketer championing both the interests of the patient and brand. these standout marketers

encompass a broad range of dtc responsibilities, from brand marketing to media planning to consumer engagement. a private luncheon, sponsored by PARADE Magazine, was held for the 2013 class, honoring their significant contributions to patient communications.

during the ceremony, each top marketer was presented with an award acknowledging their past accomplishments as well as their continued endeavors in the dtc space. “PARADE is pleased to join DTC Perspectives in recognizing the Top 25 DTC Marketers again this year,” said PaRade President and group Publisher wayne Powers. “In these challenging times the exemplary performance of everyone in this group is inspiring, and most deserving of this recognition.”

the top 25 dtc marketers are selected after an industry-wide nomination process, beginning in late 2012. with the help of key dtc marketing executives – including past top 25 marketers, as well as other top pharma and agency leaders – a comprehensive list of the many worthy dtc marketers is compiled and rigorously reviewed to narrow down to the final top 25. each top marketer is profiled on the subsequent pages. (note: this information was collected during the early spring; some job responsibilities may have changed.)

on behalf of DTC Perspectives Magazine and PARADE Magazine, congratulations to each member of this year’s top 25 dtc marketers of the year!

Top 25 Index gina Battiste, 52Paul m. Berman, 56lisa Blizzard, 52kiersten combs, 56chemelle evans, 54debra Hagan, 56Jennifer Havens, 54Paul w. Herman, 48stephanie Jen, 50dina klugman, 48dawn koffler, 62lauren ljubicich, 50sharon macdermott, 60aimee marx, 58Jennifer ogorzalek, 64whit Rawlinson, 58eileen Regan, 52Jerry Risco, 62steven J. Rommeney, 60shin sawada, 60christine seung-lee, 62Bradford c. sippy, 64michael szumera, 50Priscilla tavener, 58marshall ungar, 48

46 | DTC Perspectives • Spring 2013

We Make House CallsParade offers our unduplicated audience of 102 million adults the highest quality editorial on subjects that matter to them most including health & wellness features.

With our print and digital combined audience, Parade is the prescription for healthcare advertisers:

• 129 million prescriptions filled in the past month

• $2 billion out-of-pocket average spend on prescriptions each month

It’s what we do.Source: 2012 comScore/GfK MrI Media Fusion 12-12/S12 (Parade Carrier Newspapers and Parade Partners)


Top 25Top 25

Paul Herman is the us consumer marketing lead for XaRelto(R) (rivaroxaban) from Janssen Pharmaceuticals, inc. He has led

the team that conceived and launched the b rand ' s f i r s t

integrated dtc and dtP initiatives including tv, Print, websites, in-office executions, and customer Relationship marketing. He was awarded a prestigious Janssen “leadership award” for his team’s creation of the critically acclaimed “Bob’s story” dtc campaign.

Pr ior to joining Janssen, Paul held several brand leadership positions at wyeth including caltrate, alavert and centrum new Products. He is a named inventor on the centrum cardio™ product patent pending. additionally, while at the upjohn company he held several pharmaceutical sales positions across numerous prescription categories.

Paul holds an mBa from Hofstra university and a Bs from new york university.

dina klugman is director and Patient marketing lead at Pfizer, responsible for all u.s. consumer market ing act iv i t ie s for celebrex, one of

t h e i n d u s t r y ’ s largest brands. she spearheaded the launch of the highly effective “laws of motion” dtc campaign, identifying and leveraging a critical customer insight, that arthritis sufferers know staying active can ease arthritis pain, but this can be difficult if they are in pain. the campaign encourages patients to take an active role in their arthr itis treatment, and talk to their health care providers. during her tenure on celebrex, klugman also led the development of a holistic digital and printed patient education offering, called “Jointsteps” encouraging an integrated approach to the management of osteoarthritis. Prior to celebrex, klugman served as the patient marketing lead on chantix.

Before transitioning to pharmaceutical marketing at Pfizer, klugman had successful marketing roles across multiple business settings in consumer packaged goods. she started her marketing career at kraft foods, where she led several

cornerstone brands, including cocoa and fruity Pebbles as well as innovation/ new Products in the Beverages, energy Bars and cereal categories. she also served as marketing director at Revlon leading the fragrance businesses.

klugman received her Bachelor of science degree in Psychology/advertising from cornell university and her masters of Business administration in marketing from the wharton school, university of Pennsylvania. she lives on the upper west side of manhattan, ny with her two daughters and husband and enjoys cake decorating, cooking and early morning exercise.

DINA kLuGMANMarketing Director, Celebrex

Pfizer Inc.

MARSHALL uNGARGroup Product Manager, Tamiflu

Genentech

PAuL W. HERMANDivision Product Director, xARELTOJanssen Pharmaceuticals Inc.

marshall ungar is the group Product manager for tamiflu Promotion in the us. since taking this role in late 2009, he has led the

transformation of tamiflu from a brand primarily promoted t o H e a l t h c a r e Professionals to one that focuses on driving consumer and patient awareness, encouraging patients to see their doctor at the first sign of flu. along the way he has helped to push the genentech marketing organization’s thinking about dtc promotion, launching the company’s first national tv ad and demonstrating the value of marketing science in the development and execution of promotional programs.

marshall joined genentech in 2004. Prior to his current role, he held positions of increasing and diverse responsibility in market analytics, as chief of staff to the cfo, and as a Project team leader in the genentech drug development organization. He has led initiatives creating an executive development program, reorganizing the

corporate legal entity structure, and integrating the Roche and genentech us commercial organizations after the merger in 2009. Prior to joining genentech, he was a strategy consultant for marakon associates, based in the uk.

marshall has an mBa from the yale school of management, and a Bachelor’s degree in economics from stanford.

dina klugman of Pfizer is congratulated by wayne Powers of Parade for her dtc marketing excellence.

Parade’s wayne Powers (right) commends Paul Herman (left) of Janssen Pharmaceuticals for his work in the dtc field.

marshall ungar (left) of genentech is congratulated by wayne Powers of Parade on his dtc marketing accomplishments.

Top 25

T3-10784-6 Celebrex Congrats Ad.indd

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It’s simple physics...

It’s also simple chemistry.

Congratulations to Dina Klugman on the success of the Celebrex Body in Motion campaign and for being named one of the Top 25 DTC Marketers of the Year for 2013 by DTC Perspectives Magazine.

Great ideas come from great partnerships.

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Top 25

stephanie Jen is currently a senior product manager for metabolic marketing with glaxo-smithkline. she joined glaxosmithkline as

part of the integrated marketing & media solutions team, managing cRm and web efforts for cardiovas-cular, metabolic, and corporate initiatives. during her time on the cardiovascular marketing team, she was

responsible for patient education and adherence programs as well as the strategic development and execution of integrated consumer campaigns across television, print, digital, mobile and in-office. most recently, stephanie launched a new dtc campaign for lovaZa®, evolving both creative and media strategy to better communicate with patients.

stephanie is a graduate of gsk’s accelerated women’s leadership development program as well as a coach for the emerging leadership development program. outside of glaxosmithkline, stephanie has focused on reaching patients and healthcare professionals across a variety of therapeutic areas through digital advertising and media, with time spent at ifrontier / avenue a | Razorfish and digitas Health.

stephanie holds a Bachelor of arts degree in economics from the wharton school of the university of Pennsylvania, with a concentration in marketing & communications.

lauren ljubicich is a marketing director in Primary care marketing at Pfizer. most recently, she led digital strategy and innovation for the iconic viagRa brand.

in 2012, she received several awards for viagRa’s anti-counterfeit cam-paign including the gold miXX award for search engine marketing and the gold mm&m award for Best interactive initiative. viagRa’s anti-counterfeit youtube channel fea-turing a 10-part video series exposing the dangers of rogue online pharmacies was also recognized by this magazine with the silver dtc national adver-tising award for Best website and still stands as you-tube’s most watched pharmaceutical channel with over 500k video views.

ljubicich began her Pfizer career in 2007 as a senior media manager responsible for media planning strategy for the viagRa, chantix, det-rol and toviaz brands and Pfizer’s portfolio investment in consumer digital media. she recently accepted an assignment to lead Patient support and

strategy for eliquis. Prior to joining Pfizer, she worked at carat in both traditional and digital media planning. ljubicich earned her Bachelor of arts degree in english and anthropology from the uni-

versity of virginia and her mBa from nyu stern. she lives in maplewood, nJ with her part-ner and two boys.

LAuREN LjuBICICHDirector, Marketing,

vIAGRA Marketing TeamPfizer Inc

MICHAEL SzuMERADirector, Public Relations,

Communications UsSanofi Pasteur

STEPHANIE jENsenior Product ManagerGlaxoSmithKline

michael szumera is director, Public Relations, communications us at sanofi Pasteur, the vac-cines division of sanofi. in this role, michael is

responsible for external communication initiatives in sup-port of fluzone® intradermal vaccine, pertussis and pediatric vaccines, advocacy programming, and crisis and issues man-agement. michael also serves as a media spokesperson for the company.

michael has more than 17 years of us and global healthcare communications experience, focusing on strategic communications counsel, scien-tific, product and regulatory communications, brand launches, grassroots programming, health education initiatives, crisis/issues management, corporate repu-tation and brand marketing, media relations, and stakeholder identification and engagement strategies.

Prior to joining sanofi Pasteur, michael spent his career at leading public relations agencies in new york city and north carolina, leading us and global communications programming for pharmaceutical, biotechnology, medical device and technology companies, third party organizations and state and local government. michael has partnered with clients including merck, Pfizer, astra-Zeneca, novartis, Quest diagnostics, glaxosmithkline, Johnson & Johnson, Quintiles, salix Pharmaceuticals and the state of new Jersey department of Health and senior services.

michael is a member of the Public Relations society of america (PRsa), the PRsa Health academy, and served on the Board of directors of the north carolina Biosciences organization (ncBio). He is a graduate of monmouth university in new Jersey.

lauren ljubicich of Pfizer is lauded by Parade’s wayne Powers of Parade on her dtc marketing accomplishments.

michael szumera (left) of sanofi Pasteur is congratulated by wayne Powers of Parade on his patient outreach initiatives.

REALWHEN YOU’RE

YOU’RE THE

TOP 25DEAL

CONGRATULATIONS TO A TRUE ORIGINAL.

From your friends at

.


Top 25

with over 17 years’ exper ience in the pharmaceutical industry, lisa Blizzard has a broad perspective on the role of the

consumer in healthcare marketing. she has worked on numerous product launches across various therapeutic areas and led the development of innovative patient-centric solutions. lisa’s passion is understanding and

motivating patients to engage in their health care.lisa has served as director of Patient adherence at novartis Pharmaceuticals since october,

2010. she leads the strategy and development of patient support initiatives leveraging existing and emerging technologies to help drive a positive change in patient behavior. Her most recent success is leading the launch of the multiple industry award-winning program, get on track. over her 10 year tenure at novartis, she has held a number of marketing and commercial development positions. Prior to joining novartis, lisa held marketing roles at Berlex and searle.

gina Battiste is associate director of urology marketing at astellas Pharma, inc. Her varied career includes notorious consumer marketing

c a m p a i g n s , international b r a n d management , bus ine s s deve lopment and laboratory research. for the past five years, gina has worked to evolve the Pipe-people campaign for vesicare to connect with the complacent oaB target and empower patients to speak with their doctor. through breakthrough tv ads and a comprehensive integrated campaign that was more upbeat and inspiring across multiple touch points, vesicare became the #1 brand in the oaB category. during this time, gina pegged the phrase “syntegration” and that will be integral for the successful consumer launch of myrbetrq® (mirabegron).

throughout the years, her performance has consistently been recognized by advertising industry leaders including a clio, several dtc national, RX club and mm&m awards. gina is most proud of the two effie awards demonstrating effectiveness in marketing for sustained success and Rx

Healthcare marketing. gina received her Bachelor’s degree in Biology from the university of colorado and has an mBa in marketing from

national university, san diego. she lives in Highland Park, il with her husband. when gina is not working, she loves to learn new languages, visit different cultures and is also quite passionate about to knitting baby clothes.

GINA BATTISTEAssoc. Dir. Urology Marketing,

vEsIcare & MyrbetriqAstellas Pharma US, Inc

EILEEN REGANAssociate Brand Manager, Tradjenta

Lilly

LISA BLIzzARDDirector, Patient AdherenceNovartis Pharmaceuticals Corporation

eileen Regan joined lilly in 2012 as Brand manager for tradjenta/Jentadueto. in this role, eileen led the marketing efforts around the development of the

my well Planner program – a lifestyle improvement program based on a behavioral modification approach to help people living with type-2 diabetes overcome the challenges that

many of them face in the area of diet and exercise. along with the program, eileen spearheaded the marketing initiatives garnering awareness of this endeavor through a multi-channel approach via the sales force, in-office, digital media and pharmacy. eileen and her team also created comprehensive solutions and resources to help educate patients on type-2 diabetes and the importance of making those healthy lifestyle changes to improve patient outcomes.

Before joining lilly, eileen worked at numerous advertising agencies. most recently she was at Ryan Partnership in wilton, ct building their healthcare practice. Prior to that, she spent many years working at saatchi & saatchi. while there, eileen worked on the launch of enBRel – a biologic for rheumatoid arthritis mainly focusing on their pre-launch and post launch patient acquisition and adherence initiatives. also while there she worked on seroquel – launching a new campaign for the brand as well as spearheading many of their adherence initiatives. Prior to that, eileen worked at ogilvy & mather in their healthcare group working in the women’s health division on novartis’s vivelle and estraderm.

gina Battiste of astellas is congratulated for her dtc initiatives by wayne Powers of Parade during the top 25 ceremony.

Parade’s wayne Powers (right) commended eileen Regan of lilly for her dtc marketing successes.

Congrats.Kudos.Very Cool.Bon Travail.<3 This!Bravo.

Congratulations to all the honorees for being named DTC Marketer of the Year. Especially the 6 we’re lucky enough to call friends and partners.

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T3-10786-3 Fluzone Congrats Ad.indd



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Congratulations to Jenn Havens for her breakthrough thinking on Fluzone and for being named one of the Top 25 DTC Marketers of the Year for 2013 by DTC Perspectives Magazine.

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Top 25

chemelle evans is an associate Product director at ucB, inc. she is responsible for providing leadership and strategic direction

for the consumer/Patient marketing efforts of ucB’s flagship central nervous system (cns) product – vimPat®. additionally, she is a critical ambassador for P a t i e n t

centr ic effor ts across the organization for epilepsy. ms. evans is a member of ucB’s social media steering committee (smsc) and the global consumer steering

committee.ms. evans joined ucB in 2008 and has worked in the pharmaceutical

and biotech industry for 10+ years. she brings a wealth of knowledge and perspective across multiple therapeutic categories having spent time working in various marketing functions throughout her career. she has developed a distinct expertise in dtc/Patient marketing, digital marketing, and has been a trailblazer for ucB in emerging media channels, particularly social media. she has an undeniable passion for improving the lives of patients and is committed to helping the organization build and deliver brands and programs that revolutionize patient care.

ms. evans began her career as an associate Product manager at centocor, inc. (a division of Johnson & Johnson) where she worked on various digital and consumer marketing efforts for centocor’s blockbuster product, Remicade®. she was then promoted to Product manager where she led the launch of various consumer/Patient marketing initiatives for Remicade® in early Rheumatoid arthritis, ankylosing spondylitis, and Psoriatic arthritis. she then joined novartis Pharmaceuticals where she had various Healthcare Professional and consumer marketing responsibilities for one of novartis’ blockbuster anti-hypertensive products, lotRel®. Prior to joining ucB, her last role at novartis included her leading medical marketing strategy and Programming and key sales force efforts for the launch of Reclast®.

ms. evans received her Bachelor of science in Business administration and her masters of Business administration from florida a&m university. she is a member of the social media Business council and word of mouth marketing association.

Jennifer Havens is deputy director, consumer marketing, us at sanofi Pasteur, the vaccines division of sanofi. with more than 12 years of

healthcare experience, s h e h a s l aunched several direct-to-consumer campaigns all of which have exceeded their objectives and helped to increase immunization rates. throughout her tenure, she has been instrumental in pioneering innovative and nonconventional ways to reach consumers within the Pharmaceutical industry. she led her team in social media throughout sanofi Pasteur by helping to establish rules of engagement strategies and guidelines for the group.

Jennifer most recently led a cross functional team in launching the fluzone® intradermal (influenza virus) vaccine campaign in 2012, a fully integrated, branded

campaign to help patients understand their options when choosing influenza vaccination. throughout this campaign, she piloted several new initiatives to engage consumers and get them seeking vaccination, including new digital technologies and partnerships. additionally in 2012, Jennifer was part of a team to launch the flu + you campaign, a disease awareness campaign around influenza

which targeted those 65 and older to educate them about a higher dose influenza vaccine option. Previously, Jennifer led the launch of sounds of Pertussis, a fully integrated public relations, dtc and online

educational campaign to help increase the awareness of pertussis disease and the importance of adult vaccination. to this day, the sounds of Pertussis campaign has one of the largest and most engaged facebook communities throughout the pharmaceutical industry. Jennifer has also worked on industry leading patient education campaigns such as faces of influenza, voices of meningitis and vaccines for teens. earlier in her tenure with sanofi Pasteur, Jennifer held roles in sales and training, where she was the recipient several awards including the 100% club, northeastern alliance and the ccc award in 2009. in 2011, she earned top 25 marketer of the year through dtc Perspectives.

Jennifer holds a Bachelor of science degree in community Health education from the university of nebraska – lincoln.

jENNIfER HAVENSDeputy Director,

Consumer Marketing UsSanofi Pasteur

CHEMELLE EVANSAssociate Product Director, Epilepsy Marketing – vIMPATUCB, Inc.

Parade’s Brett wilson (right) praised Jennifer Havens of sanofi Pasteur for helping to advance dtc com-munications.

chemelle evans of ucB, inc. is commended by wayne Powers of Parade for her efforts in dtc marketing.

T3-10786-3 Fluzone Congrats Ad.indd



P.O: 015726JOB: 4251FLUNONB



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Congratulations to Jenn Havens for her breakthrough thinking on Fluzone and for being named one of the Top 25 DTC Marketers of the Year for 2013 by DTC Perspectives Magazine.

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Top 25

kiersten combs is the marketing director for astraZeneca’s cRestoR, the industry’s most prescribed branded pharmaceutical

in 2012. kiersten leads the team responsible for development and implementation o f m a r k e t i n g

s t r a t e g y a n d programs across both the healthcare professional (HcP) and consumer customer groups. in 2012, the team introduced a new, fully integrated marketing campaign aligning HcP and

consumer marketing initiatives. the campaign delivered new and simplified messaging, and refined its focus to a specific patient group. the success of the integrated marketing programs resulted in more patients being prescribed cRestoR to manage their cholesterol 2012 than ever before – even as the largest competitor in the market was available in generic form.

Prior to working on cRestoR, kiersten led the promotions team across astraZeneca’s late stage lifecycle products; including neXium and the oncology portfolio. during her nine years with astraZeneca, she has also held numerous roles across the commercial operations and supply chain organizations. Prior to joining astraZeneca kiersten held various roles with a large management consulting firm. she is a graduate of cornell university with a Bs in Business management and marketing.

Paul Berman has more than 15 years’ experience in industry marketing, including durable goods, consumer products, pharmaceuticals, and medical devices. Paul

began his marketing career with united technologies, carrier corporation working in both us and international roles. after his time with carrier corporation, Paul joined eli lilly, where he was a member of the cialis Brand team helping to manage the product from pre-approval to us commercialization. from lilly, Paul moved into medical devices with dePuy orthopaedics, a Johnson & Johnson company. Paul’s experience with dePuy led him to his current role as vP, global knee marketing with stryker orthopaedics in mahwah, nJ. during his career, Paul was involved in the development and execution of unique marketing innovations, spanning from one of the industry’s first Hvac ecommerce websites, to the “cialis Promise” patient loyalty program,

and most recently, stryker’s getaroundknee direct-to-patient marketing campaign.

in his current role, Paul oversees the global knee marketing organization for stryker orthopaedics. He and his division are focused on marketing and promoting artificial knee implants, instruments and solutions to healthcare professionals, hospitals, and patients worldwide. the getaroundknee campaign represents the most recent global initiative stryker has implemented to build and grow strong brand equity to differentiate their portfolio and drive strong global growth.

PAuL M. BERMANvP Global knee Marketing

Stryker Orthopaedics

DEBRA HAGANsenior Manager,

Diabetes MarketingNovo Nordisk

kIERSTEN COMBSMarketing Director, CREsTORAstraZeneca

debra Hagan currently works on the Patient cen-tric marketing team at novo nordisk, responsible for leading multichannel marketing efforts across

the diabetes portfolio. in this role, she partners with brand teams to develop effective multichannel communication

plans, strategically aligned to connect patients with diabetes to the comprehensive treatments available throughout their patient journey. debra joined novo nordisk in 2010 and played an integral role in developing the company’s first national, fully integrated direct-to-Patient campaign that successfully raised awareness of their prefilled insulin device, flexPen®. this campaign proved immediate impact for the novo nordisk modern insulin portfolio and thousands of people living with diabetes today.

Prior to joining novo nordisk, debra worked in account management on the agency side where she contributed to professional and consumer campaign develop-ment, including product launches in the novartis cardiovascular franchise, genzyme osteoarthritis franchise, and meda Pharmaceutical allergy franchise. debra began her

career in cPg at saatchi & saatchi where she spent almost five years on the Program exchange media buying team executing plans for over 60 general mills brands. debra earned her Bachelor’s degree in Business administration with a concentration in marketing from wagner college.

Paul Berman (left) of stryker orthopaedics is congratulated by wayne Powers of Parade on his dtc marketing accomplishments.

kiersten combs of astraZeneca is lauded for her patient communication efforts by Parade’s wayne Powers.

debra Hagan of novo nordisk received accolades from Parade’s wayne Powers during the private top 25 luncheon.


Top 25

whit Rawlinson has 18 years of pharma-ceutical and consumer packaged goods marketing experience in leading cross-

functional teams, building brand equity, launch-ing new prod-

ucts, and improving Roi. He joined Boehringer ingelheim in september 2007 as associate director responsible for Rls, consumer Promotions. He currently works on the diabetes marketing team as the lead for consumer mar-keting, Public Relations, Patient advocacy and internal

communication. His experience and expertise have helped to shape the formation of the Boehringer ingelheim & eli lilly diabetes alliance and the success launch of the first product of the partnership.

Prior to joining Boehringer ingelheim, whit worked for cadbury schweppes (Beverages) in new Product development focused on healthy alternative beverages. He worked on the launch of a new line of teas & water for snapple and a sports drink, accelerade, which helped fill a gap in the company’s product offerings.

whit previously had spent two years working at m2ww consulting with major Pharmaceutical clients on their consumer marketing strategies. He worked with companies such as novartis (on newly launched products as well as in-line products), sanofi aventis (new product launch and in-line product), wyeth (in-line products), amgen (corporate consumer market-ing), and genentech (new product launch) to develop their strategic and tactical marketing plans. He also served as counsel and advisory to members of the senior management team around consumer marketing.

whit has also worked for Pfizer as a senior manager on the Zyrtec Brand team and with the consumer marketing group. as a member of the Zyrtec team, whit was responsible for developing the strategic plans and working with outside agencies to create and implement tactical recommendations to drive sales. He also worked on the launch of two line exten-sions for the brand that helped fill a gap in the team’s product offerings. as a member of the consumer marketing group, he consulted with various brand teams to assist in the development and execution of their Relationship marketing plans. He was also responsible for developing an innovative cRm platform for all of Pfizer that promoted cross-sell, drove customer loyalty and increased brand preference.

Before Pfizer, whit worked for Philip morris as a Brand manager on marlboro. while working on marlboro, whit was responsible for developing and implementing Relationship marketing plans for the 20 million smokers on the marlboro database. He also helped to develop a predictive model that determined when consumers were mostly like to purchase and the type of monetary incentive that would encourage consumers to purchase. in addition, he worked on the launch of two line extensions for the brand.

whit has an mBa from the Prairie view a&m university school of Business, a Bs in Political science from auburn university, certificates in executive management from the wharton Business school & Rice university’s Jesse H. Jones graduate school of management.

aimee marx is currently the associate director of consumer marketing for HumiRa, dermatology at abbvie. aimee joined abbott in 2004 (now abbvie)

and has held several positions on the HumiRa consumer mar-keting team including several HumiRa indications. during her time on HumiRa, aimee has lead disease awareness and brand-ed campaign efforts across television, digital, mobile, social media, in-office and cRm.

aimee has been awarded several internal awards including the Pharmaceutical division Presidents award in 2008 for the psoriasis launch and 2012 for the launch of the Psoriasis Patient advocate Program. the disease awareness program “Psoriasis speaks” won the 2009 dtc national advertising award for a digital media campaign and in 2012 the “moments” campaign won Best cRm. Prior to joining abbvie, she held account management positions on consumer businesses at a. eicoff (a division of oglivy & mather) and at Brierley & Partners on the united airlines mileage Plus business.

AIMEE MARxAssociate Director, HUMIRA

AbbVie

PRISCILLA TAVENERProduct Director, Dermatology,

stelaraJanssen Biotech Inc

WHIT RAWLINSONAssociate Director Marketing,TradjentaBoehringer Ingelheim

Priscilla tavener has been at the forefront of media and marketing innovation for over 16 years. she currently leads consumer marketing including

dtc and digital strategy for stelaRa®. most recently, she was named the 2012 winner of the Pm360 trailblazer Brand manager award in the dermatology category for her leadership on the “Psoriasis warrior” marketing campaign. she began her career at advertising agencies such as young & Rubicam and ogilvy & mather. in 2000, she joined the Johnson & Johnson global marketing group and transitioned to her current marketing position in may 2011.

Priscilla has a Bs in marketing from Rutgers university – school of Business and lives in new Jersey with her husband and their three children.

whit Rawlinson (left) of Boehringer ingelheim is lauded for his patient communications by wayne Powers of Parade.

DTC Perspectives • Summer 2013 | 59

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Top 25

steven Rommeney joined eli lilly in 2001. He is currently the associate brand director for Humalog type-2 consumer marketing.

Recently, steven led the channel strategy development and launch of the “Rhythm” campaign to link the functional bene f i t s

of my small steps (mss) assets to an insights-based campaign to build a more engaging and differentiated experience for consumers in mss. while launching the Rhythm campaign, steven’s team also developed a culturally relevant campaign for Hispanic consumers to enable them to benefit from culturally relevant resources as they start on therapy.

Before his current role, steven was the market research consultant for the launch of the axiron brand and research for cialis once daily as well. in his research role, he designed market research for both health care professional and consumer campaign development. He was also lead dtP (direct to physician) strategy for the diabetes teams before his research role. steven was recently named marketer of the year at eli lilly for his work in 2012.

sharon macdermott serves as the patient marketing lead for fibromyalgia at Pfizer where she develops marketing strategy, new patient insights, and direct-

to-consumer campaigns. Her work on two new “knowledge is Power” pool-outs delivered breakthrough awareness for lyRic in 2012. she also leads print, banner advertising, search strategy, website development, in office patient materials and lyRica adherence programs that provide patients with the support they need to get the most out of treatment. sharon also led the lyRica operating plan process and is currently serving as the team’s review committee lead for a cross-functional working group, comprised of legal, Regulatory, medical and other key stakeholders.

Before transitioning to Pharmaceutical marketing at Pfizer, macdermott managed brands across several categories and held marketing and innovation roles on a variety of consumer products. she started her career in packaged goods at the dial corporation working on hallmark consumer brands like Brillo. she transitioned to healthcare products working at warner-lambert on efferdent and e.p.t pregnancy test, led the Rx to otc switch of Zantac 150, managed sudacare at Pfizer consumer Healthcare, and worked on Reach toothbrushes at Johnson & Johnson before leading commercial innovation for nicorette at glaxosmithkline.

macdermott received dual undergraduate degrees in advertising and Journalism at arizona state university and dual mBas in operations Production management at the w.P. carey school of Business at arizona state university and in

international marketing at thunderbird in glendale arizona. she lives in midtown manhattan in new york with her son and husband.

SHARON MACDERMOTTsenior Manager,

LYRICA Consumer MarketingPfizer Inc

SHIN SAWADAsenior Product Manager, ATRIPLA

Bristol-Myers Squibb Company

STEVEN j. ROMMENEYHumalog ConsumerBrand ManagerEli Lilly & Company

shin sawada has developed and executed game-changing marketing and brand-building programs in highly competitive categories, managing diverse

product life cycles for various customer types including patients, allied h e a l t h c a r e p rov i d e r s a n d physicians. shin inspires teams to create and implement innovative business building ideas. many of his campaigns and marketing initiatives have won numerous marketing and PR awards as well as other recognitions. the marketing collaboration he formed with the alvin ailey american dance theater has been discussed in The New York Times and many other mainstream publications. shin has healthcare (pharmaceutical and medical device) marketing experience at Bristol-myers squibb and eli lilly. He also worked in Brand management at Procter & gamble, including on the successful swiffer brand.

shin graduated with an academic excellence honor from the indiana university kelley school of Business with an mBa. He is an avid skier and is known to go skiing even during the worst snow storms. He enjoys hot chocolate

after skiing.

steven Rommeney (left) of eli lilly is commended for his dtc marketing communications by wayne Powers of Parade.

Brett wilson of Parade (right) praised shin sawada (left) of Bristol-myers squibb company for his dtc successes during the private top 25 luncheon.

T3-10785-5 Lyrica Congrats Ad.indd

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Sharon, we always knew your future looked bright.

PKT salutes Sharon MacDermott for her breakthrough thinking on Lyrica and for being named one of the Top 25 DTC Marketers of the Year for 2013 by DTC Perspectives Magazine.

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Top 25

dawn koffler is Product director, dry eye franchise at allergan. she currently leads consumer/patient marketing and cRm

for Resta-sis® as well as consumer and p ro f e s s i o n a l

marketing for the RefResH® otc artificial tears portfolio. Restasis® is the #1 branded eye care prescription and is the largest single indication growth driver at allergan. dawn has evolved the communication strategy to educate consumers that chronic dry eye is a disease and empower them to take control

of their eye health. additionally, she has taken the media strategy for Restasis® to the new levels, introducing the first dual ad campaign for Restasis® in 2012. under her leadership, two major cRm initiatives – the my tears, my Rewards® Program (for patients with commercial coverage) and the new my tears, my support™ Program (for patients with government pharmacy benefit) – have significantly enhanced overall compliance and persistency with Restasis®. she also recently launched a comprehensive chronic dry eye disease awareness campaign (“my dry eyes”), leveraging print, digital, and cRm.

dawn has more than 10 years of experience in the pharmaceutical industry. since joining allergan in 2005, she has held numerous management positions in both HcP and consumer marketing across the eye care division. Prior to joining allergan, she gained sales and marketing experience with ortho mcneil (a Johnson & Johnson company) in the Primary care division.

dawn received her Bs in Physical therapy from california state university, long Beach, and graduated magna cum laude with an mBa from the university of notre dame.

christine seung-lee is the consumer promotion manager, responsible for the development and execu-tion of the us consumer communications plans for

g a R da s i l . i n her role, she has ch amp ioned the evolut ion of the communication strategy for branded and unbranded promotions to align with the needs of the primary consumer targets. she refined digital promotions and paid media to leverage current trends in consumer behaviors as it pertains to health information consumption. she also enhanced the integrated multi-channel program for series completion by developing a mobile site to help facilitate enrollment in the “3 to complete” reminder program for gaRdasil. she has also worked on further refining the international consumer campaign to

help overcome key barriers to vaccination. Her key efforts in 2012 led to the brand exceeding year-end goals for vaccination rates and revenue.

Prior to this role, christine worked in market research supporting gaR-dasil uncovering valuable insights that helped shape the brand’s strategic

direction with consumers. Prior to joining merck, christine worked in a number of non-profit organizations shaping health policy.

she holds a master of Public Health from Johns Hopkins university, and a Bachelor of arts in molecular Biology from cornell university.

CHRISTINE SEuNG-LEEPromotion Mgr., Global Mktg. Communications, GARDAsIL

Merck & Co., Inc.

jERRY RISCOExecutive Director, Marketing

Purdue Pharma L.P.

DAWN kOffLERProduct Director, Dry Eye Franchise, REsTAsIs®Allergan

Jerry Risco started his 30 year career with Purdue Pharma l.P. as a sales Representative in 1983. in 1988, he was promoted to district manager in the new

york/new Jersey area, where he served for 10 years. in 1998, Je r r y accepted a marketing position in Brand management with Purdue, assuming responsibilities across multiple prescription brands including uniphyl® and trilisate®. additionally, he man-aged the launches of both spectracef® and chirocaine®. in 2006, Jerry’s responsibilities shifted to marketing Business development working on numerous in-licensing opportunities, as well as managing the marketing education & conventions group and marketing services. His work in Business development contributed to the identification, evaluation and in-licensing of intermezzo®. Jerry

returned to Brand management in 2009 to manage the launch of intermezzo®.

wayne Powers of Parade (right) congratulated christine seung-lee of merck & co. for her work advancing patient communications.

Parade’s Brett wilson (right) praised dawn koffler of allergan during the congratulatory top 25 luncheon.

Jerry Risco (left) of Purdue Pharma received accolades from Parade’s wayne Powers for his dtc marketing efforts.

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TRUE BRILLIANCE

CONGRATULATECHRISTINE SEUNG-LEE

PKT AND THE INDEPENDENT NETWORK

ON THIS INCREDIBLE ACHIEVEMENT

STANDS OUT

IN THE SEARCH FOR

INDUSTRY INNOVATION

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Top 25

Brad sippy is currently vice President, cns marketing at sunovion Pharmaceuticals, l e ad ing a l l ma rke t ing a c t iv i t i e s f o r

lunesta®, the #1 branded prescription sleep aid, and stedesa®, a novel anti-epileptic currently under fda review. dur ing his twenty years of exper ience in the pharmaceutical industry, Brad

has built expertise across a broad range of key areas in product development and management. He began his pharmaceutical career in manufacturing working on Rocephin® and later was a pricing/contract manager for Roche’s hospital portfolio. after several years of R&d management consulting work with Parexel inc., Brad then joined merck and spent over eight years gaining experience in sales, market research, and both u.s. and global marketing.

He joined sunovion in 2008, as a member of the new products planning team, during which he was the commercial lead for the development and lifecycle planning of stedesa with sunovion’s licensing partner, Bial-Portela & cª, s.a. in 2010, Brad also assumed brand responsibility for

lunesta. under Brad’s leadership, the team developed the innovative and highly successful follow the wings® and Project luna™ campaigns, which leverage the brand equity of lunesta via integrated broadcast and digital tactics to efficiently maintain awareness among patients and physicians. these programs, the first for the industry, have resulted in lunesta obtaining its highest ever unaided awareness amongst target consumers while significantly reducing overall promotional expense, and have contributed to lunesta reversing trend and growing sales in its eighth year on the market.

Brad holds a Bachelors of science, with honors, in chemical engineering from Purdue university and an mBa, cum laude, from new york university, stern school of Business.

Jennifer ogorzalek is a member of the Behavioral Health Business unit at shire and senior consumer Product manager for vyvanse. in this role she is responsible for

l e a d i n g t h e development a n d implementation of the brand’s marketing programs and communications for young adults with adHd.

Prior to her current role, Jen was the senior integrated marketing manager for the adHd Business unit at shire. in this role she was responsible for the planning, integration, execution and tracking of online promotional strategies and tactics across the adHd Bu. she developed the digital launch plan for both daytrana and vyvanse, designing the shireconnect platform for health care professionals, and developing and launching the stick, shine and focus digital Rm programs. Her work earned various industry awards including a Phame silver award for best new product launch, a webby award of distinction for Best Pharma Product site, an mm&m gold award for Best total integration Program

for small companies, and gold and silver dtc national advertising awards for Best Brand web site and digital media campaign.

Jennifer came to shire from astraZeneca, where she was a Brand leader within the azenity business unit on the Respiratory/Hospital team. in this role she was responsible for strategy development, implementation and integration of communications and promotions across various customer segments for the Respiratory brands. as part of the azenity team she also managed the company’s appropriate Pharmaceutical care Project, an initiative designed to drive adherence and improve patient outcomes. Prior to her Brand leader role, Jen was the sr. ePromotions manager for the Respiratory franchise at astraZeneca. in this capacity, she developed innovative strategies to leverage the internet to promote aZ’s key respiratory products (Rhinocort aqua, Pulmicort Respules, turbuhaler and accolate) to consumer and physician audiences.

in addition to her work in Pharma, Jennifer also has extensive advertising, marketing, publishing and it experience working for Health consulting firms, Retail chains, Publishers, and software developers.

jENNIfER OGORzALEksr. Product Manager, vyvanse

Shire

BRADfORD SIPPYvice President, CNs Marketing, LUNEsTA®Sunovion Pharmaceuticals Inc.

Jennifer ogorzalek of shire earned praise for her dtc marketing successes by Parade’s wayne Powers. ™

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Pe r S e N t I N G The Top 25 DTC Marketers of the Year Top 25 DTC Marketers of the Year ... media. she recently accepted an assignment to lead Patient support and strategy for eliquis