The 12Th Annual List of the Top 25 Dtc Marketers of the Year Includes Luminaries

PE R S E N T I NG The Top 25 DTC Marketers of the Year

he 12th annual list of the Top 25 DTC Marketers of the Year includes luminaries Top 25 Index representing more than 20 different pharmaceutical companies, with each marketer Gina Battiste, 52 championing both the interests of the patient and brand. These standout marketers Paul M. Berman, 56 T Lisa Blizzard, 52 encompass a broad range of DTC responsibilities, from brand marketing to media planning Kiersten Combs, 56 to consumer engagement. A private luncheon, sponsored by PARADE Magazine, was held for Chemelle Evans, 54 the 2013 Class, honoring their significant contributions to patient communications. Debra Hagan, 56 Jennifer Havens, 54 During the ceremony, each Top Marketer was presented with an award acknowledging Paul W. Herman, 48 their past accomplishments as well as their continued endeavors in the DTC space. “PARADE Stephanie Jen, 50 Dina Klugman, 48 is pleased to join DTC Perspectives in recognizing the Top 25 DTC Marketers again this year,” Dawn Koffler, 62 said PARADE President and Group Publisher Wayne Powers. “In these challenging times the Lauren Ljubicich, 50 exemplary performance of everyone in this group is inspiring, and most deserving of this recognition.” Sharon MacDermott, 60 Aimee Marx, 58 The Top 25 DTC Marketers are selected after an industry-wide nomination process, Jennifer Ogorzalek, 64 beginning in late 2012. With the help of key DTC marketing executives – including past Top Whit Rawlinson, 58 Eileen Regan, 52 25 Marketers, as well as other top pharma and agency leaders – a comprehensive list of the Jerry Risco, 62 many worthy DTC marketers is compiled and rigorously reviewed to narrow down to the Steven J. Rommeney, 60 final Top 25. Each Top Marketer is profiled on the subsequent pages. (Note: this information Shin Sawada, 60 was collected during the early spring; some job responsibilities may have changed.) Christine Seung-Lee, 62 Bradford C. Sippy, 64 On behalf of DTC Perspectives Magazine and PARADE Magazine, congratulations to each Michael Szumera, 50 Priscilla Tavener, 58 member of this year’s Top 25 DTC Marketers of the Year! Marshall Ungar, 48

46 | DTC Perspectives • •Spring Summer 2013 2013 We Make House Calls

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ina Klugman is Director and Patient Marketing Dina Klugman Lead at Pfizer, responsible for all U.S. consumer Marketing Director, Celebrex Dmarketing activities for Celebrex, one of Pfizer Inc. the industry’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 arthritis treatment, and talk to their health care providers. During her tenure on Celebrex, Klugman also led the development of a holistic digital and printed patient education offering, called “JointSteps” encouraging an integrated approach to the management of Osteoarthritis. Prior to Celebrex, Klugman served as the patient marketing lead on Chantix. Dina Klugman of Pfizer is congratulated by Wayne Before transitioning to pharmaceutical marketing at Pfizer, Klugman had Powers of Parade for her DTC marketing excellence. successful marketing roles across multiple business settings in consumer packaged goods. She started her marketing career at Kraft Foods, where she led several cornerstone brands, including Cocoa and Fruity Pebbles as well as Innovation/ New Products in the Beverages, Energy Bars and Cereal Categories. She also served as Marketing Director at Revlon leading the Fragrance businesses. Klugman received her Bachelor of Science degree in Psychology/Advertising from Cornell University and her Masters of Business Administration in Marketing from The Wharton School, University of Pennsylvania. She lives on the Upper West Side of Manhattan, NY with her two daughters and husband and enjoys cake decorating, cooking and early morning exercise. aul Herman is the US Consumer Marketing Paul W. Herman Lead for XARELTO(R) (rivaroxaban) from PJanssen Pharmaceuticals, Inc. He has led Division Product Director, XARELTO the team that Janssen Pharmaceuticals Inc. conceived and launched the brand's first integrated DTC and DTP initiatives including TV, Print, Websites, In-Office Executions, and Customer Relationship Marketing. He was awarded a prestigious Janssen “Leadership Award” for his team’s creation of the critically acclaimed “Bob’s Story” DTC campaign. Prior to joining Janssen, Paul held several brand leadership positions at Wyeth including Caltrate, Alavert and Centrum New Products. He is a named inventor on the Centrum Cardio™ product patent pending. Additionally, while at The Upjohn Company he held several Parade’s Wayne Powers (right) commends Paul pharmaceutical sales positions across numerous prescription categories. Herman (left) of Janssen Pharmaceuticals for his Paul holds an MBA from Hofstra University and a BS from New York work in the DTC field. University.

arshall Ungar is the Group Product Manager for Tamiflu Promotion in the US. Since Marshall Ungar Mtaking this role in late 2009, he has led the Group Product Manager, Tamiflu transformation of Tamiflu from a brand Genentech primarily promoted to Healthcare Professionals to one that focuses on driving consumer and patient awareness, encouraging patients to see their doctor at the first sign of flu. Along the way he has helped to push the Genentech marketing organization’s thinking about DTC promotion, launching the company’s first national TV ad and demonstrating the value of marketing science in the development and execution of promotional programs. Marshall joined Genentech in 2004. Prior to his current role, he held positions of Marshall Ungar (left) of Genentech is congratulated increasing and diverse responsibility in market analytics, as Chief of Staff to the CFO, by Wayne Powers of Parade on his DTC marketing and as a Project Team Leader in the Genentech Drug Development organization. accomplishments. He has led initiatives creating an executive development program, reorganizing the corporate legal entity structure, and integrating the Roche and Genentech US Commercial organizations after the merger in 2009. Prior to joining Genentech, he was a strategy Consultant for Marakon Associates, based in the UK. Marshall has an MBA from the Yale School of Management, and a Bachelor’s degree in Economics from Stanford.

48 | DTC Perspectives • Summer 2013 B:8.75” T:8.5” S:7.5”

Top 25 It’s simple physics...

It’s also simple chemistry. B:11.125” T:10.875” S:10”

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

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Top 25 auren Ljubicich is a marketing director in Primary Care Marketing at Pfizer. Most recently, she led digital Lauren Ljubicich Lstrategy and innovation for the iconic VIAGRA brand. Director, Marketing, In 2012, she received several awards for VIAGRA’s Anti- Counterfeit cam- VIAGRA Marketing Team paign including Pfizer Inc 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 Lauren Ljubicich of Pfizer is lauded by Parade’s Wayne responsible for media planning strategy for the VIAGRA, Chantix, Det- Powers of Parade on her DTC marketing accomplishments. 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 partner and two boys. tephanie Jen is currently a senior product Stephanie Jen manager for Metabolic Marketing with Glaxo- Senior Product Manager SSmithKline. She joined GlaxoSmithKline as part of the Integrated Marketing & Media Solutions GlaxoSmithKline team, managing CRM and web efforts for cardiovascular, metabolic, and corporate initiatives. During her time on the Cardiovascular Marketing team, she was responsible for patient education and adherence programs as well as the strategic development and execution of integrated consumer campaigns across television, print, digital, mobile and 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. ichael Szumera is Director, Public Relations, Communications US at Sanofi Pasteur, the vac- Michael Szumera Mcines division of Sanofi. In this role, Michael is Director, Public Relations, responsible for external communication initiatives in sup- Communications US port of Fluzone® Intradermal vaccine, pertussis and pediatric Sanofi Pasteur vaccines, advocacy programming, and crisis and issues management. Michael also serves as a media spokesperson for the company. Michael has more than 17 years of US and global healthcare communications experience, focusing on strategic communications counsel, 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, Michael Szumera (left) of Sanofi Pasteur is congratulated by Quintiles, Salix Pharmaceuticals and the State of New Jersey Department of Wayne Powers of Parade on his patient outreach initiatives. 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.

50 | DTC Perspectives • Summer 2013 YOU’RE THE REAL

DEALWHEN YOU’RE TOP 2 5.

CONGRATULATIONS TO A TRUE ORIGINAL.

From your friends at Top 25

ina Battiste is Associate Director of Urology Gina Battiste Marketing at Astellas Pharma, Inc. Her varied Assoc. Dir. Urology Marketing, career includes notorious consumer marketing G VESIcare & Myrbetriq campaigns, international Astellas Pharma US, Inc brand management, business development 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 Gina Battiste of Astellas is congratulated for her DTC initiatives by Wayne Powers of Parade during the Top 25 by advertising industry leaders including a Clio, several DTC National, ceremony. 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.

ith over 17 years’ experience in the Lisa Blizzard pharmaceutical industry, Lisa Blizzard has Director, Patient Adherence Wa broad perspective on the role of the Novartis Pharmaceuticals consumer in healthcare marketing. She has worked on Corporation 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.

ileen Regan joined Lilly in 2012 as Brand Manager for Tradjenta/Jentadueto. In this role, Eileen led the Eileen Regan marketing efforts around the development of the E Associate Brand Manager, Tradjenta My Well Planner program – a lifestyle improvement program based on a behavioral modification approach to help people Lilly 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 Parade’s Wayne Powers (right) commended Eileen that, Eileen worked at Ogilvy & Mather in their healthcare group working in the Regan of Lilly for her DTC marketing successes. women’s health division on Novartis’s Vivelle and Estraderm.

52 | DTC Perspectives • Summer 2013 Congrats. Kudos. Very Cool. Bon Travail. <3 This! Bravo. Congratulations to all the honorees for being named DTC Marketer of the Year. Especially the 6 we’re lucky enough to call friends and partners.

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Top 25

ennifer Havens is Deputy Director, Consumer Jennifer Havens Marketing, US at Sanofi Pasteur, the vaccines Deputy Director, Jdivision of Sanofi. With more than 12 years of Consumer Marketing US healthcare experience, Sanofi Pasteur she has launched several Direct-to-Consumer campaigns all of which have exceeded their objectives and helped to increase immunization rates. Throughout her tenure, she has been instrumental in pioneering innovative and nonconventional ways to reach consumers within the Pharmaceutical industry. She led her team in social media throughout Sanofi Pasteur by helping to establish rules of engagement strategies and guidelines for the group. Jennifer most recently led a cross functional team in launching the Fluzone® Intradermal (Influenza virus) vaccine campaign in 2012, a fully integrated, branded campaign to help patients understand their options when choosing influenza Parade’s Brett Wilson (right) praised Jennifer Havens vaccination. Throughout this campaign, she piloted several new initiatives to of Sanofi Pasteur for helping to advance DTC com- engage consumers and get them seeking vaccination, including new digital munications. technologies and partnerships. Additionally in 2012, Jennifer was part of a team to launch the Flu + You campaign, a disease awareness campaign around influenza which targeted those 65 and older to educate them about a higher dose influenza vaccine option. Previously, Jennifer led the launch of Sounds of Pertussis, a fully integrated public relations, DTC and online educational campaign to help increase the awareness of pertussis disease and the importance of adult vaccination. To this day, the Sounds of Pertussis campaign has one of the largest and most engaged Facebook communities throughout the pharmaceutical industry. Jennifer has also worked on industry leading patient education campaigns such as Faces of Influenza, Voices of Meningitis and Vaccines for Teens. Earlier in her tenure with Sanofi Pasteur, Jennifer held roles in Sales and Training, where she was the recipient several awards including the 100% Club, Northeastern Alliance and the CCC award in 2009. In 2011, she earned Top 25 Marketer of the Year through DTC Perspectives. Jennifer holds a Bachelor of Science degree in Community Health Education from the University of Nebraska – Lincoln. Congratulations to B:11.125” T:10.875” Jenn Havens for her S:10” hemelle Evans is an Associate Product Chemelle Evans Director at UCB, Inc. She is responsible for breakthrough thinking Associate Product Director, Cproviding leadership and strategic direction on Fluzone and for being Epilepsy Marketing – VIMPAT for the Consumer/Patient marketing efforts of UCB’s flagship Central Nervous System (CNS) product – UCB, Inc. VIMPAT®. Additionally, she is a critical ambassador for named one of the Top 25 Patient DTC Marketers of the Centric efforts across the organization for Epilepsy. Ms. Evans is a member of Year for 2013 by DTC UCB’s Social Media Steering Committee (SMSC) and the Global Consumer Steering Perspectives Magazine. Committee. Ms. Evans joined UCB in 2008 and has worked in the pharmaceutical and biotech industry for 10+ years. She brings a wealth of knowledge and perspective across multiple therapeutic categories having spent time working in various marketing functions throughout her career. She has developed a distinct expertise in DTC/Patient Marketing, Digital Marketing, and has been a trailblazer for UCB in emerging media channels, particularly Social Media. She has an undeniable passion for improving the lives of patients and is committed to helping the organization build and deliver brands and programs that revolutionize patient care. Chemelle Evans of UCB, Inc. is commended by Wayne Ms. Evans began her career as an Associate Product Manager at Centocor, Powers of Parade for her efforts in DTC Marketing. Inc. (a division of Johnson & Johnson) where she worked on various Digital and Consumer marketing efforts for Centocor’s blockbuster product, REMICADE®. She was then promoted to Product Manager where she led the launch of various Consumer/Patient Marketing initiatives for REMICADE® in Early Rheumatoid Arthritis, Ankylosing Spondylitis, and Psoriatic Arthritis. She then joined Novartis Pharmaceuticals where she had various Healthcare Professional and Consumer marketing responsibilities for one of Novartis’ blockbuster anti-hypertensive products, LOTREL®. Prior to joining UCB, her last role at Novartis included her leading Medical Marketing Strategy and Programming and key sales force efforts for the launch of RECLAST®. Ms. Evans received her Bachelor of Science in Business Administration and her Masters of Business Administration from Florida A&M University. She is a member of the Social Media Business Council and Word of Mouth Marketing Association.

54 | DTC Perspectives • Summer 2013

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Congratulations to B:11.125” T:10.875” Jenn Havens for her S:10” breakthrough thinking on Fluzone and for being named one of the Top 25 DTC Marketers of the Year for 2013 by DTC Perspectives Magazine.

Trim: 8.5” x 10.875” Recreated in Indd by: Live: 7.5” x 10” kc, cf DTC-Perspectives—2013 Top 25 aul Berman has more than 15 years’ experience in industry marketing, including durable goods, consumer Paul M. Berman Pproducts, pharmaceuticals, and medical devices. Paul began his marketing VP Global Knee Marketing career with United Stryker Orthopaedics Technologies, Carrier Corporation working in both US and International roles. After his time with Carrier Corporation, Paul joined Eli Lilly, where he was a member of the Cialis Brand Team helping to manage the product from pre-approval to US commercialization. From Lilly, Paul moved into medical devices with DePuy Orthopaedics, a Johnson & Johnson Company. Paul’s experience with DePuy led him to his current role as VP, Global Knee Marketing with Stryker Orthopaedics in Mahwah, NJ. During his career, Paul was involved in the development and execution of unique marketing innovations, spanning from one of the industry’s Paul Berman (left) of Stryker Orthopaedics is first HVAC ecommerce websites, to the “Cialis Promise” patient loyalty program, congratulated by Wayne Powers of Parade on his DTC marketing accomplishments. 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.

iersten Combs is the Marketing Director for AstraZeneca’s CRESTOR, the industry’s Kiersten Combs Kmost prescribed branded pharmaceutical Marketing Director, CRESTOR in 2012. Kiersten leads the team responsible for development and AstraZeneca implementation of marketing strategy and programs across both the healthcare professional (HCP) and consumer customer groups. In 2012, the team introduced a new, fully integrated marketing campaign aligning HCP and consumer marketing initiatives. The campaign delivered new and simplified messaging, and refined its focus to a specific patient group. The success of the integrated marketing programs resulted in more patients being prescribed CRESTOR to manage their cholesterol 2012 than ever before – even as the largest competitor in the market was available in generic form. Kiersten Combs of AstraZeneca is lauded for her patient Prior to working on CRESTOR, Kiersten led the promotions team across communication efforts by Parade’s Wayne Powers. AstraZeneca’s late stage lifecycle products; including NEXIUM and the Oncology portfolio. During her nine years with AstraZeneca, she has also held numerous roles across the commercial operations and supply chain organizations. Prior to joining AstraZeneca Kiersten held various roles with a large management consulting firm. She is a graduate of Cornell University with a BS in Business Management and Marketing. ebra Hagan currently works on the Patient Cen- tric Marketing team at Novo Nordisk, responsible Debra Hagan for leading Multichannel Marketing efforts across D Senior Manager, the diabetes portfolio. In this role, she partners with brand teams to develop effective multichannel communication Diabetes Marketing plans, strategically Novo Nordisk aligned to connect patients with diabetes to the comprehensive treatments available throughout their patient journey. Debra joined Novo Nordisk in 2010 and played an integral role in developing the company’s first national, fully integrated Direct-to-Patient campaign that successfully raised awareness of their prefilled insulin device, FlexPen®. This campaign proved immediate impact for the Novo Nordisk modern insulin portfolio and thousands of people living with diabetes today. Prior to joining Novo Nordisk, Debra worked in account management on the Debra Hagan of Novo Nordisk received accolades agency side where she contributed to professional and consumer campaign develop- from Parade’s Wayne Powers during the private Top 25 luncheon. 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.

56 | DTC Perspectives • Summer 2013

Top 25 imee Marx is currently the Associate Director of consumer marketing for HUMIRA, Dermatology at AAbbVie. Aimee joined Abbott in 2004 (now AbbVie) Aimee Marx and has held several positions on the HUMIRA consumer mar- Associate Director, HUMIRA keting team including several HUMIRA indications. During her AbbVie time on HUMIRA, Aimee has lead disease awareness and branded campaign efforts across television, digital, mobile, social media, in-office and CRM. Aimee has been awarded several internal awards including the Pharmaceutical Division Presidents Award in 2008 for the psoriasis launch and 2012 for the launch of the Psoriasis Patient Advocate Program. The disease awareness program “Psoriasis Speaks” won the 2009 DTC National Advertising Award for a Digital Media Campaign and in 2012 the “Moments” campaign won Best CRM. Prior to joining AbbVie, she held account management positions on consumer businesses at A. Eicoff (a division of Oglivy & Mather) and at Brierley & Partners on the United Airlines Mileage Plus business.

hit Rawlinson has 18 years of pharma- Whit Rawlinson ceutical and consumer packaged goods Associate Director Marketing, Wmarketing experience in leading cross- Tradjenta functional teams, Boehringer Ingelheim building brand equity, launching new products, and improving ROI. He joined Boehringer Ingelheim in September 2007 as Associate Director responsible for RLS, Consumer Promotions. He currently works on the Diabetes Marketing team as the lead for Consumer 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. Whit Rawlinson (left) of Boehringer Ingelheim is lauded Prior to joining Boehringer Ingelheim, Whit worked for Cadbury Schweppes for his patient communications by Wayne Powers of (Beverages) in New Product development focused on healthy alternative beverages. Parade. He worked on the launch of a new line of Teas & Water for Snapple and a sports drink, Accelerade, which helped fill a gap in the company’s product offerings. Whit previously had spent two years working at M2WW consulting with major Pharmaceutical clients on their consumer marketing strategies. He worked with companies such as Novartis (on newly launched products as well as in-line products), Sanofi Aventis (new product launch and in-line product), Wyeth (in-line products), Amgen (Corporate Consumer 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 extensions for the brand that helped fill a gap in the team’s product offerings. As a member of the Consumer Marketing Group, he consulted with various brand teams to assist in the development and execution of their Relationship Marketing plans. He was also responsible for developing an innovative CRM platform for all of Pfizer that promoted cross-sell, drove customer loyalty and increased brand preference. Before Pfizer, Whit worked for Philip Morris as a Brand Manager on Marlboro. While working on Marlboro, Whit was responsible for developing and implementing Relationship Marketing plans for the 20 million smokers on the Marlboro database. He also helped to develop a predictive model that determined when consumers were mostly like to purchase and the type of monetary incentive that would encourage consumers to purchase. In addition, he worked on the launch of two line extensions for the brand. Whit has an MBA from the Prairie View A&M University School of Business, a BS in Political Science from Auburn University, Certificates in Executive Management from the Wharton Business School & Rice University’s Jesse H. Jones Graduate School of Management. riscilla Tavener has been at the forefront of media Priscilla Tavener and marketing innovation for over 16 years. She Product Director, Dermatology, currently leads consumer marketing including P Stelara DTC and digital strategy for STELARA®. Most recently, she was named the 2012 Winner of the PM360 Trailblazer Janssen Biotech Inc Brand Manager Award in the Dermatology category for her leadership on the “Psoriasis Warrior” Marketing Campaign. She began her career at advertising agencies such as Young & Rubicam and Ogilvy & Mather. In 2000, she joined the Johnson & Johnson Global Marketing Group and transitioned to her current marketing position in May 2011. Priscilla has a BS in Marketing from Rutgers University – School of Business and lives in New Jersey with her husband and their three children.

58 | DTC Perspectives • Summer 2013 DTC.retro.congrats.ad2_Layout 1 6/7/13 10:23 AM Page 1

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Proud promoters of

haron MacDermott serves as the patient marketing lead for fibromyalgia at Pfizer where she develops Sharon MacDermott Smarketing strategy, new patient insights, and direct- Senior Manager, to-consumer campaigns. Her work on two new “Knowledge LYRICA Consumer Marketing is Power” pool-outs delivered breakthrough awareness for Pfizer Inc LYRIC in 2012. She also leads print, banner advertising, search strategy, website development, in office patient materials and LYRICA adherence programs that provide patients with the support they need to get the most out of treatment. Sharon also led the LYRICA operating plan process and is currently serving as the team’s review committee lead for a cross-functional working group, comprised of Legal, Regulatory, Medical and other key stakeholders. Before transitioning to Pharmaceutical marketing at Pfizer, MacDermott managed brands across several categories and held marketing and innovation roles on a variety of consumer products. She started her career in packaged goods at the Dial Corporation working on hallmark consumer brands like Brillo. She transitioned to healthcare products working at Warner-Lambert on Efferdent and e.p.t pregnancy test, led the Rx to OTC switch of Zantac 150, managed SudaCare at Pfizer Consumer Healthcare, and worked on Reach Toothbrushes at Johnson & Johnson before leading commercial innovation for Nicorette at GlaxoSmithKline. MacDermott received dual undergraduate degrees in Advertising and Journalism at Arizona State University and dual MBAs in Operations Production Management at the W.P. Carey School of Business at Arizona State University and in International Marketing at Thunderbird in Glendale Arizona. She lives in Midtown Manhattan in New York with her son and husband. teven Rommeney joined Eli Lilly in 2001. Steven J. Rommeney He is currently the associate brand director Humalog Consumer Sfor Humalog type-2 consumer marketing. Brand Manager Recently, Steven led the channel strategy development Eli Lilly & Company and launch of the “Rhythm” campaign to link the functional benefits 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) Steven Rommeney (left) of Eli Lilly is commended for strategy for the Diabetes teams before his research role. Steven was recently his DTC marketing communications by Wayne Powers named marketer of the year at Eli Lilly for his work in 2012. of Parade.

hin Sawada has developed and executed game- changing marketing and brand-building programs Shin Sawada Sin highly competitive categories, managing diverse Senior Product Manager, ATRIPLA product life cycles for various customer types including Bristol-Myers Squibb Company patients, allied healthcare providers and physicians. Shin inspires teams to create and implement innovative business building ideas. Many of his campaigns and marketing initiatives have won numerous marketing and PR awards as well as other recognitions. The marketing collaboration he formed with the Alvin Ailey American Dance Theater has been discussed in The New York Times and many other mainstream publications. Shin has healthcare (pharmaceutical and medical device) marketing experience at Bristol-Myers Squibb and Eli Lilly. He also worked in Brand Management at Procter & Gamble, including on the successful Swiffer brand. Shin graduated with an academic excellence honor from the Indiana University Kelley School of Business with an MBA. He is an avid skier and is known to go skiing even during the worst snow storms. He enjoys hot chocolate Brett Wilson of Parade (right) praised Shin Sawada (left) after skiing. of Bristol-Myers Squibb Company for his DTC successes during the private Top 25 luncheon.

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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.

T3-10785-5 Lyrica Congrats Ad.indd Pick up From: Fonts: Links: Creative (Photoshop) Futura Hi-Res: JOB: 1420LYRNONB T3-10678A-3_Congrats Christine Ad Interstate 10785_Sharons_Carnival_1.tif A P.O: 015725 Size: Vector: Bleed: 8.75” x 11.125” PKT logo.ai

Trim: 8.5” x 10.875” Recreated in Indd by: Live: 7.5” x 10” kc (PKTFormatted), cf DTC-Perspectives—2013 Top 25 hristine Seung-Lee is the consumer promotion manager, responsible for the development and execu- Christine Seung-Lee Ction of the US consumer communications plans for Promotion Mgr., Global Mktg. GARDASIL. In her role, she has Communications, GARDASIL championed the Merck & Co., Inc. evolution 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 multichannel program for series completion by developing a mobile site to help facilitate enrollment in the “3 to Complete” reminder program for GARDASIL. She has also worked on further refining the international consumer campaign to help overcome key barriers to vaccination. Her key efforts in 2012 led to the Wayne Powers of Parade (right) congratulated Christine Seung-Lee of Merck & Co. for her work advancing brand exceeding year-end goals for vaccination rates and revenue. patient communications. 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. awn Koffler is Product Director, Dry Eye Dawn Koffler Franchise at Allergan. She currently leads consumer/patient marketing and CRM Product Director, D for RESTA- Dry Eye Franchise, RESTASIS® SIS® as well as Allergan consumer and professional marketing for the REFRESH® OTC artificial tears portfolio. RESTASIS® is the #1 branded eye care prescription and is the largest single indication growth driver at Allergan. Dawn has evolved the communication strategy to educate consumers that Chronic Dry Eye is a disease and empower them to take control of their eye health. Additionally, she has taken the media strategy for RESTASIS® to the new levels, introducing the first dual ad campaign for RESTASIS® in 2012. Under her leadership, two major CRM initiatives – the My Tears, My Rewards® Parade’s Brett Wilson (right) praised Dawn Koffler of Program (for patients with commercial coverage) and the new My Tears, My Allergan during the congratulatory Top 25 luncheon. Support™ Program (for patients with government pharmacy benefit) – have significantly enhanced overall compliance and persistency with RESTASIS®. She also recently launched a comprehensive Chronic Dry Eye disease awareness campaign (“My Dry Eyes”), leveraging print, digital, and CRM. Dawn has more than 10 years of experience in the pharmaceutical industry. Since joining Allergan in 2005, she has held numerous management positions in both HCP and Consumer marketing across the Eye Care division. Prior to joining Allergan, she gained sales and marketing experience with Ortho McNeil (a Johnson & Johnson Company) in the Primary Care division. Dawn received her BS in Physical Therapy from California State University, Long Beach, and graduated Magna Cum Laude with an MBA from the University of Notre Dame. erry Risco started his 30 year career with Purdue Pharma L.P. as a Sales Representative in 1983. In 1988, Jerry Risco Jhe was promoted to District Manager in the New York/New Jersey area, Executive Director, Marketing where he served for Purdue Pharma L.P. 10 years. In 1998, Jerry accepted a Marketing position in Brand Management with Purdue, assuming responsibilities across multiple prescription brands including Uniphyl® and Trilisate®. Additionally, he managed the launches of both Spectracef® and Chirocaine®. In 2006, Jerry’s responsibilities shifted to Marketing Business Development working on numerous in-licensing opportunities, as well as managing the Marketing Education & Conventions Group and Marketing Services. His work in Business Development contributed to the identification, evaluation and in-licensing of Intermezzo®. Jerry Jerry Risco (left) of Purdue Pharma received accolades returned to Brand Management in 2009 to manage the launch of Intermezzo®. from Parade’s Wayne Powers for his DTC marketing efforts.

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IN THE SEARCH FOR INDUSTRY INNOVATION B:11.125” T:10.875” S:10”

TRUE BRILLIANCE STANDS OUT

PKT AND THE INDEPENDENT NETWORK CONGRATULATE CHRISTINE SEUNG-LEE ON THIS INCREDIBLE ACHIEVEMENT

T3-10678A-2_Congrats Christine Ad.indd Pick up From: Fonts: Links: Creative (Photoshop) Helvetica Neue Hi-Res: JOB: 301-9895JGANONB New Size T3-10678_concept_2 Background-w/Art.psd P.O: 017769 Vector: A Recreated in Indd by: T3-10678_PKT logo.ai; Size: cf (Merck-Formatted) Bleed: 8.75” x 11.125” T3-10678_IN_Logo_4C.ai Trim: 8.5” x 10.875” Live: 7.5” x 10” DTC-Perspectives—2013 Top 25

ennifer Ogorzalek is a member of the Behavioral Health Business Unit at Shire and Senior Consumer Product Jennifer Ogorzalek JManager for Vyvanse. In this role she is responsible for Sr. Product Manager, Vyvanse leading the Shire development and 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 Jennifer Ogorzalek of Shire earned praise for her DTC Product Site, an MM&M Gold Award for Best Total Integration Program marketing successes by Parade’s Wayne Powers. for Small Companies, and Gold and Silver DTC National Advertising Awards™ for Best Brand Web Site and Digital Media Campaign. Jennifer came to Shire from AstraZeneca, where she was a Brand Leader within the Azenity business unit on the Respiratory/Hospital Team. In this role she was responsible for strategy development, implementation and integration of communications and promotions across various customer segments for the Respiratory brands. As part of the Azenity team she also managed the company’s Appropriate Pharmaceutical Care Project, an initiative designed to drive adherence and improve patient outcomes. Prior to her Brand Leader role, Jen was the Sr. ePromotions Manager for the Respiratory Franchise at AstraZeneca. In this capacity, she developed innovative strategies to leverage the internet to promote AZ’s key respiratory products (Rhinocort Aqua, Pulmicort Respules, Turbuhaler and Accolate) to consumer and physician audiences. In addition to her work in Pharma, Jennifer also has extensive advertising, marketing, publishing and IT experience working for Health Consulting Firms, Retail Chains, Publishers, and Software Developers.

rad Sippy is currently Vice President, CNS Bradford Sippy Marketing at Sunovion Pharmaceuticals, V ice President, CNS Marketing, Bleading all marketing activities for LUNESTA®, the #1 branded prescription sleep aid, LUNESTA® and STEDESA®, a novel anti-epileptic currently Sunovion Pharmaceuticals Inc. under FDA review. During his twenty years of experience in the pharmaceutical industry, Brad has built expertise across a broad range of key areas in product development and management. He began his pharmaceutical career in manufacturing working on Rocephin® and later was a pricing/contract manager for Roche’s hospital portfolio. After several years of R&D management consulting work with Parexel Inc., Brad then joined Merck and spent over eight years gaining experience in sales, market research, and both U.S. and global marketing. He joined Sunovion in 2008, as a member of the new products planning team, during which he was the commercial lead for the development and lifecycle planning of STEDESA with Sunovion’s licensing partner, BIAL-Portela & Cª, S.A. In 2010, Brad also assumed brand responsibility for LUNESTA. Under Brad’s leadership, the team developed the innovative and highly successful Follow the Wings® and Project Luna™ campaigns, which leverage the brand equity of LUNESTA via integrated broadcast and digital tactics to efficiently maintain awareness among patients and physicians. These programs, the first for the industry, have resulted in LUNESTA obtaining its highest ever unaided awareness amongst target consumers while significantly reducing overall promotional expense, and have contributed to LUNESTA reversing trend and growing sales in its eighth year on the market. Brad holds a Bachelors of Science, with honors, in Chemical Engineering from Purdue University and an MBA, cum laude, from New York University, Stern School of Business.

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