HBA's Rising Stars Share Their Secrets for Career Success

Home , OSI Pharmaceuticals, Purdue Pharma

THE NEWSLETTER OF THE HEALTHCARE BUSINESSWOMEN’S ASSOCIATION Advancing Women’s Careers JULY / AUGUST 2002

PRICEWATERHOUSECOOPERS HOSTS CAREER DEVELOPMENT EVENT HBA’s Rising Stars Share Their Secrets for Career Success Britta Herlitz President, Herlitz HealthCare: A Communications Co. Editor, HBA Bulletin

orrential rain didn’t thwart a record turnout for the HBA’s June 6th career development event: “Meet the T Rising Stars.” Indeed, this high-profile evening proved to be one of the best-attended and highest energy events of the HBA spring-summer season, one that provided a unique chance (Left to right) HBA Co-Director of Career Development ANNE CAMILLE MAHER, Health Leaders; PATRICIA PESANELLO, to meet and learn from the women who were recently recog- PricewaterhouseCoopers LLP; and HBA President nized as industry’s “up-and-comers.” Following is a recap of MARY E. COBB, PACE, Inc., a Lowe Healthcare Company. this special event, and some pearls of career wisdom from the HBA “Rising Stars.” colleague of mine from my first year in the business!” com- mented one attendee. Networking Cocktail Reception “Has this event always been so well attended?” asked new Dripping umbrellas, limp raincoats and soggy briefcases lined HBA member Cathy Pellegrino, President, Corporate Plan- the perimeter of the large meeting room provided by ners, Inc. (New York, NY). “Events like this remind me that it PricewaterhouseCoopers in New York City. Throughout the is never too late in your career to learn new approaches and space, energized HBA members, happy to be inside, enjoyed a methods and to meet good people,” she added. Pellegrino, who delicious buffet and the lively “catch-up, meet-and-greet” con- owns a respected medical education and events management versation of their peers. company and heads a high-profile educational media push for “I’ve already met two new contacts and caught up with a turn to HBA’S RISING STARS on page 6

nicator.” The seminar will feature Kate HBA Chapters Update Driesen, Driesen Communications. “This will be our first anniversary din- The Atlanta Chapter of the HBA many exciting new programs for its ner and we will take time to review past n June 19th, the Atlanta Chap- growing membership. accomplishments and look to the future,” ter of the HBA held another “Our membership continues to said Chapter President, Karla Gonye, O successful program, entitled “A grow and as more members join, we District Sales Manager, Key Pharmaceu- Career Development Event: Hear the get increasingly valuable input for pro- ticals (Plymouth, MA). Career Stories of a Panel of Members.” grams,” noted HBA President, Jan In other news from the Boston Chap- The panel participants addressed such Hannon, President, Envision Commu- ter of the HBA: issues as their entry into the industry, nications, Inc., Marietta, GA. “We ex- ● New volunteers are being sought to obstacles overcome, work/life balance, pect the fall 2002 season to be stellar!” assist with corporate membership etc. The evening was attended by 25 drives. members and was sponsored by the The Boston Chapter of the HBA ● A partnership has been developed with chapter. The Boston Chapter of the HBA has Weber Shandwick International, a Currently, the Atlanta Chapter planned a great start to their fall season public relations firm. “This is an ex- Board is hard at work planning their with a September 17th event entitled citing partnership that will expand on fall seminar line-up, which will feature “Maximizing Your Impact as a Commu- turn to HBA CHAPTERS UPDATE on page 5

www.hbanet.org MEETING HIGHLIGHTS is published bimonthly for the members of the Healthcare Businesswomen’s Association, 333B Route 46 West, Suite B-201, Fairfield, NJ 07004. Phone: (973) 575-0606 Fax: (973) 575-1445 BRISTOL-MYERS SQUIBB CO. HOSTS THE HBA’S APRIL SEMINAR E-Mail: [email protected] Web: www.hbanet.org EDITOR Britta Herlitz Successful Strategies for CREATIVE CONTRIBUTOR Rosemary Azzaro MANAGING EDITOR Joanne McCaffery Tanzi Marketing to Women ART DIRECTOR DeborahAnne Chingas Sandke ADMINISTRATIVE COORDINATOR Margaret Gardner served as host and moderator for the Rosanne Gogerty Managing Director evening’s program. Please send correspondence regarding the HBA Bulletin to: Joanne McCaffery Tanzi at Global Medical Communications, LLC the above address. Women: A Marketer’s Profile HBA BOARD OF DIRECTORS Women influence healthcare decisions for The evening’s speakers, Diane Zuckerman, PRESIDENT—Mary E. Cobb, Chief Executive Officer and President, PACE, Inc., a Lowe Healthcare Company themselves, their family and their friends. In fact, CEO PROmedica Communications Inc. PRESIDENT ELECT—Nancy Larsen, President, PROmedica Communications, Inc. surveys predict that women make about 75% of (New York, NY) and Debra Newton, Presi- IMMEDIATE PAST PRESIDENT—Teri P. Cox, Senior Managing Partner, Cox Communications Partners all healthcare decisions. Successful pharmaceuti- dent of Newton Interactive (Pennington, NJ), FIRST VICE PRESIDENT—Daria Blackwell, President, White Seahorse, Inc. SECOND VICE PRESIDENT—Barbara Pritchard, President, The Pritchard Group SECRETARY—Mariana Palacios, Partner, The Trillium Group, LLC TREASURER—Kathleen Milligan, Vice President, Marketing and Sales, Endeavor Pharmaceuticals CO-DIRECTORS OF COMMUNICATIONS— Donna Ramer, Executive Vice President, Lippe Taylor Marketing Communications and Susan Youdovin, Principal, B&Y Communications CO-DIRECTORS OF MEMBERSHIP— Janna K. Calhoun, Vice President, TNS Intersearch Associates, Inc. CO-DIRECTORS OF PROGRAMS— Stephanie G. Phillips, PhD, President, Project House, Inc. and Jill Quist, Vice President, Client Services, Right Management Consultants CO-DIRECTORS OF CAREER DEVELOPMENT— Anne Camille Maher, Consultant, Health Leaders and Helen Eldridge, Director, Marketing Research, (Left to right) HBA Immediate Past President TERI P. COX, Cox Communications Partners; DIANE ZUCKERMAN, Ortho Biotech Products, LP PROmedica Communications, Inc.; DEBORAH FELDMAN, Advantage Promotions, LLC; NAN HUTCHINSON, CO-DIRECTORS OF MARKETING— Dianna W. Main, President, DWM Healthcare Bristol-Myers Squibb; CHERYL K. NEEDELL, Advantage Promotions, LLC; DEBRA L. NEWTON, Communications and Newton Interactive; and HBA Co-Director of Programs JILL QUIST, Right Management Consultants. Maureen Fiori, Director, Business Development, Tandem Research Associates, Inc. PAST PRESIDENT–STRATEGIC PLANNING— Sylvia Reitman, Vice President, Marketing & Business cal marketers understand this dynamic and, as a represented two different methods of reaching Development, International Medical News Group result, ensure that they market their products with women: direct-to-consumer education and use ATLANTA CHAPTER PRESIDENT— Jan Hannon, President, Envision Communications, Inc. strategies designed to capture the attention of of the Internet. Although Zuckerman and BOSTON CHAPTER PRESIDENT— Karla Gonye, Boston District Sales Manager, Schering-Plough today’s women. Considering these compelling Newton use distinctly different approaches to Corporation SAN FRANCISCO BAY AREA CHAPTER PRESIDENT— facts, what better topic for HBA members to ex- accomplish their goals, their suggestions about Gayathri Koundinya plore than marketing to women? LEGAL ADVISOR—Geraldine E. Ponto, Esq., Partner, Gibbons, Del Deo, Dolan, Griffinger & Vecchione Explore we did at the HBA’s April 3rd ADMINISTRATORS EXECUTIVE DIRECTOR—Carol Davis-Grossman, evening seminar, “What Women Want: Mar- The Charles Group, Inc. ASSOCIATE DIRECTOR — Susan Dunkelman, keting to Women,” hosted by Bristol-Myers The Charles Group, Inc. Squibb Company (Plainsboro, NJ). Indeed, a HBA STANDING COMMITTEES group of more than 200 HBA members gath- ASSOCIATION RELATIONS—Barbara Pritchard CAREER DEVELOPMENT—Helen Eldridge and ered to collect new perspectives and compare Anne Camille Maher CHAPTERS—Daria Blackwell strategies with colleagues. Although damp and CORPORATE MEMBERSHIP—Sharon Callahan FINANCE—Kathleen Milligan dreary outside, the cafeteria at Bristol buzzed FUNDRAISING—Teri P. Cox INDIVIDUAL MEMBERSHIP— Harriet Gruber with excitement and discussion. MARKETING—Dianna Main NEWSLETTER—Britta Herlitz After the traditional meet, greet and eat NOMINATING—Teri P. Cox (Left to right) MAUREEN G. MCKELVEY, and PROMOTION—Patricia Nini period, Teri P. Cox, Senior Managing Partner, KATE MULDOON, both of Fleet. PUBLIC RELATIONS—Amy Losak and Nicole Baron RESEARCH—Carol Hollister Cox Communications Partners (Lawrenceville, SENIOR WOMEN’S BREAKFAST (AD HOC)—Shellie Caplan STRATEGIC PLANNING—Sylvia Reitman NJ) and Immediate Past President, HBA, reaching women were surprisingly similar. They VOLUNTEER DEVELOPMENT—Barbara Pritchard WEB SITE—Dianna W. Main opened the evening on behalf of HBA Presi- shared the importance of recognizing that WOMAN OF THE YEAR—Teri P. Cox and Nancy Larsen dent Mary E. Cobb, CEO/President, PACE, women are communal. Relationships impact Inc., (Parsippany, NJ). Nan Hutchinson, Se- women’s individual healthcare decisions, as well nior Vice President of Marketing at BMS, as the healthcare decisions of all those they in- Meeting Photos by Joe Vericker/PHOTOBUREAU, Inc. 2 www.hbanet.org HBA Bulletin July/August 2002 fluence. Women seek advice from their readily build consumer confidence, or in pharmaceutical and healthcare in- physicians the majority of the time, but destroy it, based on the information they dustries. also use a variety of other resources to provide. collect information including magazines, Many of the findings shared by Breakout Session Highlights Ten breakout groups gave seminar participants a chance to share personal experiences and debate the merits of different marketing approaches. Following the group discussion, one member presented the two to three most important findings from their team. Following are relevant insights: ● Consider different packaging and advertising for women; ● Adapt your message to women, when appropriate; ● Market to the many different lives of women—wife, mother, daughter, pro- A view of the many workshops in progress. fessional, etc.; brochures, family, friends, television, and Zuckerman were the result of a study ● Bring clinical trials into mainstream the Internet. Women like to talk about conducted by PROmedica Communica- awareness—increase the awareness of issues, explore options, and get the ad- tions, in concert with SELF magazine. what is available; vice of others before they act. Zuckerman Nearly 3,500 women responded to the observed, “Women like to connect, and survey. Important findings included: they prefer to connect with those like 1) women seek advice from their phy- themselves. Therefore, segmentation is sicians regarding pharmaceutical drug use important when targeting women. Mar- about 70% of the time; keters should consider lifestyle, life cycle 2) 74% of women would choose a stage, ethnicity, and income when devel- product that costs less if their physician oping focused messages.” Because women approved of the product, and value relationships, pharmaceutical mar- 3) 54% of women report getting con- keters have an opportunity to build a life- fused by all of the “expert” advice cur- time, one-on-one relationship with rently available in print publications and TERESA A. ANDERSON, Adis International Inc. women consumers and use that relation- on the Internet. and LYNNE CANNON, The Leaders Edge. ship to build brand loyalty. Finally, Zuckerman’s firm is using this informa- women aren’t afraid to ask questions. tion to develop a model for direct-to-con- ● Make clinical trials more convenient Women will look for information they sumer education that relies on relevant in- to encourage participation by women; can trust. Pharmaceutical companies can formation, and building relationships with ● Get independent organizations that reach each individual female consumer. women to spread the word to women MARKETING TO WOMEN— DISCUSSION GROUPS Reaching Women Online The following interactive discussion sessions Newton used her experience in on-line were featured as part of this unique evening marketing to review ten ways to reach seminar. women via the Internet: ● Measuring Consumer Response ● ● Top 10 Communication Methods— Build a one-to-one relationship. Women vs. Men ● Leverage brand loyalty over a lifetime. ● Clinical Trials in Women and their ● Maximize peer-to-peer influence. Relationship to Marketing ● Obtain feedback from your customers. ● 10 Reasons why Pharma Companies ● Leverage multiple web-based commu- Should Advertise on Web Sites for Women ● nication channels. Marketing Family Healthcare to Women ● CARRIE DILORENZO, Newton Interactive, with ● Consider technology comfort levels. JANICE GROSS, DevCom. Targeting Female Healthcare Professionals ● ● Healthcare Products that Should be Speak to women’s issues. Marketed Differently to Women ● Leverage the strength of multiple about the importance of clinical trials; ● Top 10 Ways Managed Care Impacts products. ● Consider advertising in venues where Marketing to Women ● ● Build a strong foundation with clean women are: grocery stores, spas, col- How to Sell Wellness Programs to Women design and simple navigation. leges, schools; ● Strategies for Marketing to Women of Color ● Further the advancement of women turn to MARKETING TO WOMEN on page 4

HBA Bulletin July/August 2002 www.hbanet.org 3 MARKETING TO WOMEN from page 3 mation to their female patients—use The bottom line? Women impact ● Use a personal approach when target- Ob/Gyns to share information beyond more than decisions about “female prob- ing women: tell more about product their traditional disease focus; lems.” Women, and their families, expe- benefits than the product; ● Use market research to sell manage- rience arthritis, depression, heart disease, ● Build a female patient image when ment on the importance of female and myriad other diseases. Marketers gain talking to physicians (women have consumers; important visibility for their products if heart attacks too!); ● Allocate marketing budgets to differ- they recognize and capitalize on the in- ● Partner with physicians to get infor- ent segments, including women! fluence of women. WELCOME NEW MEMBERS Anjum Abbasi Beverly Burton Jennifer Cook Angela Hee DMD, MPH Carol Ann Mireider- Kathleen Sack Pharmacia Corporation Right Management Genentech, Inc. AstraZeneca Langan Wyeth Barbara Acciardi Consultants Helen T. Cooke Pharmaceuticals LP Edward Newland Nalini Saligram SYNAVANT, Inc. Janet Caldwell Cooke Consulting David Henry Associates Merial Lori Agin AstraZeneca Group On The Scene Terri Moore Daniel Salomone Susan Bang Pharmaceuticals LP Marty Cop Productions UNT Health Science Current Medical L’Oreal Hannah Caldwell Sara Crawford Julie Holcombe Center Directions Samina Bari Catalyst On-Line MediVia SimStar Internet Genevieve Mylott Nancy Santilli Hill and Knowlton, Inc. Valerie Ceva Arnell Davis Solutions Pfizer Inc. Elan Nicole Barnett RN, MBA BioAegis, Inc. Bristol-Myers Squibb Kristen J. Holgerson Valerie Nichols Biopharmaceuticals Covance Natasha A. Chaturvedi Company SCP Communications Novartis Pharmaceuti- Linda Schaler Isabela Batsu MD Wyeth Anne Dayton Yvonne Honigsberg cals Corporation Stephen-Bradford Sanofi-Synthelabo, Inc. Amber Cheng Esther De La Cuesta Institute for Interna- Victoria Noble Search Gina Bennicasa Bristol-Myers Squibb Covance Periapproval tional Research Insight Interactive Carol Schulz Pharmaceutical Media, Company Services Ester Horowitz Group Achieve Global Inc. Heather Cipolone Deborah Diamond Medivisor, Inc. Laura Nogelo Gavin Scotti Joanne Bintliff Wyeth Children’s Healthcare of Nan Hutchinson Johnson & Johnson Healthcare Resources Theresa Blackburn Nancy Claridge-Turner Atlanta Bristol-Myers Squibb Cynthia North Group AlphaGraphics GlaxoSmithKline Maureen Dominguez Company Berlex Laboratories Vicki Shi Peter Blake Jennifer Cohen Torre Lazur Communi- Julia Jarrett Brooke A. Paige Bristol-Myers Squibb Pharmaceutical Medicus NY cations Heyman Associates, Inc. Bristol-Myers Squibb Company Performance Institute Janis Cohen Carol Doroba Robbin B. Jasion Company Leslie Siconolfi Lisa Blizzard MDEdge, Inc. IMPACT Search & Pharmacia Corporation Erica Palmer Hoffmann-La Roche Inc. Berlex Laboratories Jo Elynn Cook Strategies Karen Kaplan Faxwatch, Inc. May Lavid Smith Insight Interactive Jacqueline Cody Downing Fleishman-Hillard, Inc. Nathalie M. Parker Wyeth Group AstraZeneca Deborah Kaufman Bpharm Lynn Sokler Pharmaceuticals LP FischerHealth, Inc. Searle Shelly Spoeth Wendy Edwards Darcy Kay Jaye Peabody Ketchum Public Elan OSI Pharmaceuticals, Morehouse School of Relations HBA CALENDAR BioPharmaceuticals Inc. Medicine Jill SteinKirchner Yvette Essounga Chumi Khurana Cathy Pellegrino Medical Marketing and Waterfront Computer Bristol-Myers Squibb Corporate Planners Inc. Media SEPTEMBER 12, 2002 Services Company Wendy Perrow Lisa Stephens Margaret Farley Constance Kustas Merck & Co., Inc. Right Management EVENING SEMINAR Hill and Knowlton, Inc. Ellen LaNicca Albanese Janet Petrillo Consultants Cheryl Fassak Patrice Tanaka & Janssen Pharmacuetica Jim Stern Negotiation Skills for Women Johnson & Johnson Company, Inc. Rachel Pfisterer Synergem Daphne Ferguson Elizabeth Leff AstraZeneca Denise M. Storm Pfizer Inc. Empire BC/BS Pfizer Inc. Pharmaceuticals LP Mary Jo Struttman Donna Fordham Beth Lindow Pamela Pinta Bristol-Myers Squibb New York City DJF Enterprise Faxwatch, Inc. Robert A. Becker Euro Company 5:30 –8:15 PM Consultants, LLC Kathleen Linta RSCG Lisa Suennen Christine Franey Thornton Medical Preeti Pinto Psilos Group HMP Communications Communications AstraZeneca Marcie Tau Steven M. Freeman Hilary Mack Pharmaceuticals LP Tau Communications OCTOBER 3, 2002 BLP Group Companies SimStar Internet Debbie Plevin Partners, Inc. Cathy Friedman Solutions Carol Ann Poitras Tom Terreri EVENING SEMINAR Morgan Stanley Megan Marier Medivisor, Inc. Catalyst Communica- Leveraging an Idea Across Simona Gallagher Watson Pharma, Inc. Charlene Polino tions, Inc. The Medicines Deborah C. Mather Barr Laboratories, Inc. Michael J Trepicchio All Media Company Christenson Hutchison Elizabeth Pujolas Healthcare Resources Kim Gamel McDowell LLC National Association of Group, Inc. Philadelphia, PA Health Resource Pamela McFadden Chain Drug States Diana Uddo Publishing UNT Health Science Marie Raperto KPR GlaxoSmithKline Melissa Grigorieff Center Cantor Concern Christy Ufferfilge 5:30 –8:15 PM Novartis Pharmaceuti- Kelly McNulty Executive Search The DataPharm, LLC cals Corporation SCP Communications Solutions Sandra Vargo Taren Grom Lisa Mele Kimberly Ray Covance PharmaLinx, LLC Advantage Healthcare, Quintiles Terese Waldron NOVEMBER, 2002 Cynthia Gutierrez Inc. Evelyn Roces St. Joseph’s University Accel Healthcare Tendai D. Merriweather Thomas Ferguson Helen M. White MBA EVENING SEMINAR Communications Merriweather Associates Covance Risk-taking: How to Know Kirsten A. Hanton Consulting Mary Roickle Kristen Williams GIANT Creative Kathleen Miller Arlene Rosenberg AstraZeneca When to Jump Strategy, LLP Northwestern Kellogg The Rosenberg Group, Pharmaceuticals LP Leslie Hare Graduate School Inc. Eileen Woods 5:30 –8:15 PM Sanofi-Synthelabo, Inc. Julie Millward Wendy Alfus Rothman Agentive Jessica Harvey Wyeth The Wenroth Group Ying Yu Date and location to be announced Smith Creek Stacy Miltiades Colleen Ryan ALZA Corporation Consulting, Inc. Savvy Technologies BD

4 www.hbanet.org HBA Bulletin July/August 2002 SKILLS FOR SUCCESS A CAREER-DEVELOPMENT COLUMN ON BUSINESS SKILLS Whatever your current career position, you aspire to greater responsibility. Whatever your current skills, you must sharpen and expand them to achieve your next targeted level of accomplishment.

Not All Presentations are the Same! How to tailor your presentation by size and space

Dorothy Leeds What are the differences and what ap- speechwriters, even experienced ones, President proach works best for each? Let’s take each write for the eye, not for the ear. Use Organizational Technologies, Inc. speaking situation—large group, board- strong language and repetition for effect, room, one-on-one and analyze it in rela- and have a clear organized pattern. Uti- Successful public speaking depends on tion to: lize rhetorical questions to keep your mastering the constants and coping ● Preparation audience’s attention, such as, “What are with all the details. However, one con- ● Stage Managing the real results of their innovative research?” stant, one aspect that never changes is ● Delivery If you’re not using a teleprompter, there’s the role of the speaker. Why do we need ● Visual Aids no need to write out the speech. But it public speakers? The answer is must still be well prepared. simple—to make information interest- Preparation Boardroom: Provide an introduction ing and meaningful. That’s why my Recently, I observed a physician run- for the meeting chairman, (if there is one) motto is: Never Be Boring! ning a meeting for 25 in a hotel confer- so he/she can introduce you. You should You are most visible when delivering ence facility. Arriving late, she had little always write your own introduction, but a presentation. Make it count! Every time time to prepare or check out the equip- it is better to have someone else deliver you present to a large, medium, or small ment or her microphone. Microphones it: your boss, the host, a colleague. Find group, you must gain and keep the at- are very sensitive to other amplifiers. The out how the meeting is structured. What’s tention of your audience. Although this attending audiovisual technician never the protocol for questions? Who are the article will focus on the differences be- turned off the wall speakers that were decision-makers and thought-leaders? tween speaking one-on-one, in a board- permanently positioned around the Prepare for difficult questions and inter- room, and to thousands, there are many room. Every time she moved—even a ruptions. Practice staying in control. techniques and concepts that apply to all step—the resulting feedback was so hor- One-on-one: Your success here de- forms of speaking in all situations. rible, that she was forced to speak with- pends on how well you organize your To gain and keep your audience’s at- out the mike. This diminished her im- time, and the clarity and specificity of tention you must: pact vocally, for she had a soft breathy your purpose. I have found that people ● Never be boring! voice. She also appeared less prepared, do not put much thought into preparing ● Have a clear and well-stated pur- thus further reducing her credibility. for less formal meetings, when they think pose; Little things make a huge difference they can “wing it.” ● Be organized—for all those left- when presenting. Poor lighting, micro- brain people; phone feedback, and not having the Stage Managing ● Open with impact, and close proper markers can all have disastrous Large Group: You usually have less memorably; effects. All 3 speaking situations require control. Make friends with the meet- ● Reduce the amount of information, preparation. The secret to being well ing planner, and he/she will help you and speak from the audience’s per- prepared is to create a checklist, and out. Ask lots of questions. Will the spective, not yours; ask questions. room be or wide or long? If you have a ● Vary your voice, visual aids, and Large Group: If using a teleprompter, choice, go for horizontal seating: the transitions. you must follow it word for word—no sight lines are better. Lighting is essen- Many of us speak in such varied situ- adlibbing allowed. Have your speech tial. Do everything you can not to dim ations—to the decision-maker, one-on- completely written out in a conversational the lights. Use your LCD, computer, one, in a boardroom to a decision mak- style. Use contractions and short sen- and any visual aids you deem appro- ing group, and often to large audiences tences. When I work with my clients, this priate. If you have to turn off the lights, at company or industry conferences. is the most difficult part. Most be sure you have them turned back on

HBA BULLETIN JULY/AUGUST 2002 SPECIAL PULL-OUT SECTION WWW.HBANET.ORG SKILLS FOR SUCCESS periodically. Go early to your presen- you a wonderful opportunity to use rectly above the screen. This reduces the tation area, or get a floor plan. The both the highs and lows of your voice. need for light dimming. Remember: more you know about the setting, the However, watch the tendency to sigh. attention decreases in direct relation to space, and the lighting, the better. intensity of light. Use bright colors, not Know what’s going to happen before WIDE ROOM dark, when creating visuals. When us- and after you speak. Will you be speak- 123ing slides, watch your laser pointer. Use ing behind a lectern, or on a podium? (left back) (center back) (right back) it as you would a regular pointer; do You can never ask too many questions. not circle it around as if Tinker Bell 456 Have tissues, water, and a timer handy. (left front) (center front) (right front) were loose in the room. Do not look at your watch. Make a Boardroom: Try for multimedia: complete checklist. YOU use computer-driven slides, plus Boardroom: Find out in advance as flipcharts. Many of my clients have many details as possible. Stand! You Look for places to add vocal emphasis, become fans of my two-flipchart strat- have greater impact. Find out how and vary your pacing. Move more quickly egy. I advise them to use two, with at many people will be attending the pre- over less important information. least ten feet or more between them. sentation. Where will they be seated? Will Boardroom: Curtail the broadness of Flipcharts are the least problematic, they be wearing nametags? How will you your gestures to suit the smaller size of most interactive, and encourage hori- identify each person there? Figure out the the room. If you don’t have to cope with zontal (side-to-side) movement. Hori- most beneficial placement for your visu- a large conference, a “U” is the best seat- zontal movement engenders more in- als. Try to get an agenda, so you fully ing arrangement for this type of presen- terest than vertical (forwards-and-back- understand the flow of the meeting, tation, but be sure to “work the U”. I re- wards) movement. and where you fit in. cently observed a woman running her One-on-one: In this setting, bro- One-on-one: Find out the setting first major meeting and she had the room chures and product descriptions work for your presentation. There are many “U shaped,” but never really walked “into best. Computers or desktop flipcharts possibilities: office, small conference the U”. Using space efficiently is a won- can be used in an office. Be flexible and room, restaurant. Pick the most advan- derful way to demonstrate your confi- use what is available. If the office boasts tageous setting for you. If you will be dence. If the seating setup is stationary, a flip chart, use it! in an office, it’s a good idea to use a try to move around the large boardroom Public speaking is an equal oppor- desk for visual aids. Try using a desk- table, stopping to make key points. Es- tunity event. It is an area where women top flipchart. If you need an outlet, find tablish eye contact with each person there. can shine and move their careers for- out in advance where one is located. If Use actual and rhetorical questions to ward. Practice may not make perfect, you need to do any projecting, be sure help vary your voice. but it will certainly add to your confi- you have a clear white surface available. One-on-one: Eye contact must be dence, visibility, and build your career. constant while using normal conversa- I have had the pleasure and honor of Delivery tional gestures. Ask the right questions working with many women who have Large Group: Be aware of your vi- and listen. Don’t spend too much time risen much more rapidly because of sual impact; when communicating, in chitchat. If you are at a restaurant, their efforts to become more effective your eyes are your most important fea- you will probably chat longer. But don’t communicators. I advise all my clients ture. Use broad gestures and strong wait for dessert to get to the real busi- to say “yes” to every speaking opportu- movement. Mentally divide room into ness! Watch annoying vocal patterns nity. And I hope you will, too! sections (refer to the two diagrams on (“Uhs,” “Oks,” “You knows,” “Sos,” this page), and try to cover all areas and “Ahs”). Bad habits are often mag- Dorothy Leeds, author of PowerSpeak, equally. nified in less formal settings. Smart Questions: The Essential Strategy for Successful Managers, and The 7 Pow- LONG NARROW ROOM Visual Aids ers of Questions provides keynotes and 12 Large Room: Always have an alter- workshops for many companies like Pfizer, (left back) (right back) nate plan. Pay great attention to light- Novartis, Physicians World, and Embryon. She ing, especially if you will be using and can be reached at [email protected], 34LCD, or computer. When using a slide (left front) (right front) or at (212) 864-2424. or LCD projector, the more powerful YOU the projector, the stronger the image, The HBA Bulletin invites you to contribute to and there is less need to lower the lights. this column. Tell us what skill-building topics you Get comfortable with covering the Try to be in a room where the lights would like to see covered in the future. space on the stage. A microphone gives are controlled and there are none di-

HBA BULLETIN JULY/AUGUST 2002 SPECIAL PULL-OUT SECTION WWW.HBANET.ORG HBA CHAPTERS UPDATE from page 1 “Woman of the Year,” Myrtle a strong network to raise awarness of Potter, Executive Vice President, the Boston Chapter of the HBA Commercial Operations, and within the community,” Gonye said. Chief Operating Officer, ● Individuals who wish to join the Bos- Genentech, Inc. (South San ton Chapter of the HBA may now do Francisco, CA) presented the so online at www.hbanet.org. keynote speech for the evening At the HBA SFBA first Annual Dinner were (left to right): on the topic, “Providing Growth The San Francisco/Bay Area HBA-SFBA Secretary SUSANNA CHAU; HBA-SFBA in Today’s Biopharmaceutical President-Elect KRISTIN JACOBSON; HBA-SFBA President (SFBA) Chapter of the HBA GAYATHRI KOUNDINYA; HBA-SFBA Director, Membership Environment.” Also recognized HBA-SFBA hosted their first Annual HEATHER SIMONSEN; 2000 HBA Woman of the Year and at the event were Rising Stars Dinner on Tuesday, May 21st, at the San Keynote Speaker MYRTLE POTTER, Genentech, Inc.; and from Genentech and Guidant Mateo Marriott. “The event was a phenom- HBA-SFBA Treasurer SALLY LIND. Corporation (Santa Clara, enal success, with more than 270 attendees CA). The chapter awarded the and a wave of positive feedback and sup- pharmaceutical, device and biotech sectors. Star Volunteer Award to Sally Lind, HBA- port from women healthcare professionals We hope to create compelling forums that SFBA Treasurer, for her dedication and in California,” noted chapter President will foster opportunities for discussion, edu- extraordinary contributions. This was Gayathri Koundinya. “We also received ter- cation, problem solving, and personal truly a high profile, well-attended event, rific ideas for future events and isolated some growth in 2002 and beyond.” that gives HBA-SFBA great momentum topics of strong interest to women in the At it’s first Annual Dinner, former HBA as it moves into the fall season. Top Ten Things to Do This Summer raditionally, summer is the sea- ● Pleasure Reading. Indulge in a trashy son to relax and take advantage beach book or some other interesting, of long days and less stressful engaging read. The goal is enjoyment— T work hours. Even the busiest not a lofty intellectual pursuit. executive takes a breather during the ● Sleep. Most of us tend to go through remember that you want to feel good summer months. Here are some tips, life in a sleep-deprived state. That’s no about yourself when you come home. based on an informal survey of your good. In fact, sleep deprivation will Moderation is the key. peers, for making this summer the best shorten your life—both in quantity and ● Try a New Look. Want to get the gray yet. quality of years. Use the slower summer out? Get a tan? Go blonde? Try nail tips, ● Family First. We all say this, but often schedule to adopt saner sleep patterns hair extensions, a new wardrobe . . . a we are not as good at living up to our and try to stick with them when the fall new you? Summer is a great time to ex- words as we would like to be. Take time and winter seasons descend. periment with all of these self-improve- this summer to evaluate your schedule ● Eat well. Fresh fruits and vegetables ment twists and turns. and to see how you can give more qual- are hallmarks of the summer season. ● Catch-up on Personal Healthcare. ity time to your family. In addition, the warmer weather tends Healthcare is what we are about in this ● Get Out! No excuses anymore—it’s to decrease our appetites. So, take ad- industry. Yet, how many of us blew off warm, it’s sunny, and the fresh air is call- vantage of these two dietary pluses and our last mammogram appointment or ing you. Heal your winterized head, get your eating habits back in check. have rescheduled the dentist for the third heart and thighs with a bike ride, some No more double portions. No more time in a row? We are so busy taking tennis, a run or even a walk. Make this potato chips as a snack. Stock your care of others, we forget about ourselves. a part of your summertime routine. fridge (home and office) with light Book your key healthcare appointments ● Explore Another Side of Yourself. summer delights and get into a this summer and keep them! Identify a part of yourself that is not healthy eating pattern that will carry ● Revisit Your Spirit. Whether you are satisfied by your work and home life. you fit and trim into the winter. a member of an organized religion or Then, find something to meet that ● Vacation Sanely. Don’t look at your not, you undoubtedly have a spiritual need. Join a class at your local Y; get summer vacation as a license to eat side. You also are likely to be ignoring active in your church or synagogue. and drink to excess, burning the that spiritual side because of work and Did you always wish you had taken candle at both ends. “I used to diet family demands. Take time this sum- art history instead of economics in like crazy before my summer vaca- mer to rebuild your spiritual side. Pray. college? Do it! Sign up for a class at tion,” says one HBA member. “Then, Think. Meditate. Volunteer. Sit in the Metropolitan Museum of Art in I’d go away for two weeks and come church. Sit in temple. Sit under a tree— New York City or simply go on a tour back heavy, bloated and exhausted. you will get closer to yourself and more of a new exhibit. Audit classes at a lo- That’s not really the point of a vaca- centered within the often overwhelm- cal university. It’s all possible. tion, is it?” Enjoy your time off, but ing world in which we live.

HBA Bulletin July/August 2002 www.hbanet.org 5 HBA’S RISING STARS from page 1 peers,” and “love of work” that past WOTY winners have organ and tissue donation in this country, has learned the value credited with helping them to succeed. of making strong business connections. “The HBA members “You all brought what is really necessary to achieve a ca- are generous with their time and sincerely interested in each reer breakthrough for yourselves this evening,” said Camille other,” she said. “Their stories are inspirational as well as edu- Maher as she introduced the roundtable portion of the event. cational.” Networking success wasn’t limited to industry contacts alone. In fact, long-time HBA member, Karen Mazal, President, Executive Connections, Inc. (West Or- ange, NJ), was able to connect with Yoel Borgenicht, President, YB Services, New York, NY. Not only is Yoel in the same industry, he is a long-lost relative!“I just found out that his grandmother was my great-grandmother’s sister,” Mazal told the HBA Bulletin during an interview (Left to right) SHELLIE CAPLAN, Caplan Associates, Inc.; LISA SCHOENBERG, AstraZeneca; onsite.“I’ve attended family reunions with DONNA PEPE, Communication Strategies; and with MARION FARINA, her without even realizing it,” said NATALIE PARKER, Pharmacia. Don Schrieber Co. Borgenicht. “We are in the same industry, and in the same family, but we never knew it!” They both “You brought your heads, to think and maintain focus; you plan to see one another at future HBA meetings and get better brought your hearts to help you stay open to new ideas on acquainted outside of business as well. how to live a life and grow a career; and you brought your ability to forgive yourselves for past career blunders—to learn Opening Remarks Set A Congenial Tone from past mistakes and move forward to present and future Remarks by HBA President, Mary E. Cobb, CEO/President success.” PACE, Inc. A Lowe Healthcare Company (Parsippany, NJ), event host Patricia Pesanello, Director, PricewaterhouseCoopers LLP Roundtable Breakout Sessions (Florham Park, NJ), and HBA’s Co-director of Career Devel- At the heart of the evening were the roundtable breakout opment, Anne Camille Maher, Consultant, Health Leaders sessions. During these 30-minute segments, attendees were en- (Hopkinton, MA), underscored the kindred spirit of HBA couraged to join a discussion at any one of 16 tables. Each

RISING STAR DISCUSSION LEADERS Anna Buckley, Senior Media Planner, Communications Media, Inc. Elaine Coutsouridis, Senior Account Manager, Dowden Health Media Bari Edwards, Director, Business Operations & Recruitment Advertising, International Medical News Group Erin Ellis, Senior Vice President, Group Managing Director, Cline Davis & Mann, Inc. Monique Fayad, Vice President, Strategy & Development, Elsevier Science, Inc. Program Chairs DENELLE J. WAYNICK, BERNADETTE MCNAMARA, LLN; Alison Finger, Senior Director, Metabolics Marketing, Bristol-Myers Squibb ESQ., Gibbons, Del Deo, Dolan, and MAUREEN DOMINGUEZ, Company Griffinger & Vecchione; and Torre Lazur. Elizabeth Griffin, Vice President, Management Supervisor, NCI Advertising, Inc. ARLENE ROSENBERG, Susan Kammerman, Senior Vice President, Director of Client Services, The Rosenberg Group. MediVia Diane E. Lifton, Director, Gibbons, Del Deo, Dolan, Griffinger & Vecchione, P.C. members who consistently seek to enhance their careers via Bernadette McNamara, Senior Vice President, Account Group Supervisor, professional education and networking. Lyons Lavey Nickel Swift, Inc. “It is our pleasure to host this event, which will focus on Sherry Reid, Director of Human Resources, Global Consumer Healthcare, Pharmacia Corporation exchanging and learning lessons from each other,” Pesanello Elizabeth Robinson, Senior Vice President, Associate Director, International said. She provided attendees with a useful handout that suc- Meetings & Science cinctly profiled the key qualities of the HBA “Woman of Lisa Schoenberg, Group Director for Nexium, AstraZeneca Pharmaceuticals, the Year” (WOTY). In keeping with the career enhance- LP ment theme of the evening, the handout identified descrip- Donna Thomas, Senior Vice President, Newton Interactive, Inc. tors such as “forward thinking,” “builder of team relation- Frances Young, Director of Market Research, Innovative Media Research Michelle A. Zupancic, Director, Marketing & Consumer Research, ships,” “flexible to change,” “constantly learning,” “passion Hoffmann-La Roche Inc. and perseverance,” “quick decision-maker,” “respect for

6 www.hbanet.org HBA Bulletin July/August 2002 small discussion group was hosted by a Rising Star (see boxed insert on this page). After a brief career synopsis, discussion leaders asked participants to introduce themselves to the others at their table. Business cards were then exchanged, as each roundtable participant engaged in one-on-one networking within her discussion group. After this, the Rising Star Discussion leaders at work: (left photo, far left foreground) BARI EDWARDS, International Medical host at each table encouraged the News Group; and (right photo, back row center) SUSAN KAMMERMAN, MediVia. breakout group members to ask any and all questions they wanted to, in order that each table could benefit from the host’s career experience. After the first 30-minute breakout, attendees switched to another table to meet and learn from a different Rising Star. The result of this dynamic (Left to right) SARAH MESSINGER, Intra Med (Left to right) KAREN HIRSH and MARSHA STANTON, format was nothing short of Edcuational Group; with JOSEPH WALKER and both of Purdue Pharma LP; with spectacular. ANN BEVERLEY, both of Doctors + Designers. JULIE BYUN, SoftWatch. “I’ve never been to an event that allows for such high level, one-on-one networking,” said Melissa Dietz, Senior Clini- cal Account Manager, Impact Health (Somers, NY). “It’s not always possible to meet the Rising Stars at WOTY,” said another attendee. “At this event, you not only get to meet many of them, you get to learn from (Left to right) KAREN MAZAL, (Left to right) NANCY MERLE, Heidrick Struggles; HELEN WHITE, Covance; them and exchange business Executive Connections; with CATHY PELLEGRINO, Corporate Planners, and HBA Bulletin Editor-in-Chief cards with them. This evening ELIZABETH GRIFFIN, BRITTA HERLITZ, Herlitz HealthCare: A Communications Co. is filled with opportunity.” NCI Advertising. it yours—make it work. Be a star. Pearls of Wisdom ● Identify what is good in yourself that is going to make you As each Rising Star answered questions from her fellow dis- good at what you do. cussants, pearls of career wisdom were shared. ● Go into a job interview knowing what they want and posi- ● Don’t move forward too quickly. Take the steps needed to tion yourself accordingly. get solid foundational learning. Develop the skill sets you ● After a job interview, be meticulous with your follow-up. need. Don’t pass up opportunities, but don’t jump over key ● Emotion is for your home life. steps to get to where you want to be. ● Challenge yourself. ● Interpersonal skills can be more important than technical ● Mentor and be mentored. skills. You get hired for technical skills, but you get fired for ● Go out in the world and figure out what it is you want to interpersonal skills. do. ● Network. Take part in learning and joining. Belong to and ● Making a change isn’t the same thing as quitting. participate in professional organizations such as the HBA. ● Learn to say: “I want your business.” ● Never manage two people the same way. ● Think not only about what you will say, but how it will be In a closing quote from the evening, Shellie Caplan, Presi- heard. dent, Caplan Associates, Inc. (East Hampton, NY), shared a ● Don’t underestimate the value of volunteerism. comment from one of the roundtable discussants that seemed ● Stick your neck out. an appropriate conclusion: “I belong to a lot of professional ● Take a part of the business that no one else wants and make organizations, but with the HBA, I feel like I’m home.”

HBA Bulletin July/August 2002 www.hbanet.org 7 HBA CORPORATE MEMBERSHIP PRESIDENT’S FORUM Accel Healthcare Communications American Academy of Family Physicians AstraZeneca Pharmaceuticals LP Bayer Corporation BLP Group Companies Bradin Search Group, Inc. Bristol-Myers Squibb Company Looking Forward with the HBA Chandler Chicco Agency Cline Davis & Mann, Inc. Clinical CONNEXION CommonHealth The women of the HBA from a family vacation. True, this type of Communications Media Inc. Mary E. Cobb Compas, Inc. HBA President have clearly made an get-together has its share of challenges— Covance Dimensional HealthCare, Inc. impact on the pharma- bringing together more than 10 people, in- Dorland Sweeney Jones Dowden Health Media ceutical industry. The cluding a sister, brother, niece, wives, hus- Eisai Inc. Elsevier Science, Inc. first half of 2002 has bands and Dad(!), always does. But, the re- ETHICON, Inc. FCB HealthCare been a time of recogni- wards can be and were tremendous . . . Fleet Bank tion, achievement, and • During my morning hikes or runs . . . I Genentech, Inc. Gibbons, Del Deo, Dolan, Griffinger & Vecchione, PC rising stars! In June, we experienced the beauty of nature, the GlaxoSmithKline Grey Healthcare Group Inc. had the opportunity to peace and quiet of the outdoors, and a Guidant Corporation Health Resource Publishing meet many of the 2002 calmness that puts our too busy lives into Healthcare Resources Group Herlitz HealthCare: A Communications Company HBA Rising Stars and perspective. Hill & Knowlton, Inc. Hoffmann-La Roche Inc. to learn about their ex- • While at the beach . . . I experienced the IMS HEALTH Innovative Media Research periences and the strategies they have used power and repetition of the surf, and was Innovative Medical Education International Medical News Group in developing and advancing their careers. again reminded that life is a continuum International Meetings & Science Janssen Pharmaceutica This well-attended program provided excel- and we should always make the best of KPR Lally McFarland & Pantello Inc. lent insights for all. every minute of every day. Lyons Lavey Nickel Swift, Inc. Medical Economics Company Now, we have entered the summer sea- • When spending time with my 4-year old MediVia son and vacations are upon us. We usually niece, Ellie . . . I was reminded of the im- Medivisor, Inc. Merck & Co., Inc. look at summer as a time to rest and rejuve- portance of sharing (“You should always Merkley Newman Harty Healthworks NCI Advertising, Inc. nate, to spend time with family and friends, share your pool toys!”) and the impor- Newton Interactive, Inc. Novartis Pharmaceuticals Corporation and to take vacations that can either be low- tance of slowing down to experience the Organon, Inc. Ortho Biotech Products, LP key, or exotic and adventurous. wonders around us. Ortho-McNeil Pharmaceutical Pfizer Inc. However, we often don’t look at vacations • When I was with my 83 year-old Dad . . . Pharmacia Corporation PROmedica Communications, Inc. as a time to enhance skills, gain knowledge, I practiced a lot of patience but, most im- Publications of the American Medical Association PWC Consulting or have experiences that are important to portantly, I experienced the joy of just be- Regan Campbell Ward Reliant Pharmaceuticals, LLC professional and personal growth. Just think ing together as a family and as friends. Sanofi-Synthelabo, Inc. SCP Communications, Inc. of the many great experiences we can have • While traveling to visit my family . . . I was SimStar Internet Solutions on a vacation—I am, as I have just returned reminded of what you can learn by tak- SoftWatch Inc. Solvay Pharmaceuticals, Inc. ing time to talk to people from different Sudler & Hennessey/IntraMed Torre Lazur McCann Healthcare Worldwide parts of the country and the world. VOX Medica, Inc. I wish you the best for a most enjoyable and Wyeth HBA ADVISORY BOARD rewarding summer. Jack E. Angel, Greenwich Communications Ltd Call for Sharon Callahan, The Summit Group Carrie S. Cox, Pharmacia Corporation Looking Forward to the HBA Fall Rose Crane Martin Driscoll, Viropharma, Inc. HBA Bulletin Contributors Schedule Debra Freire, Novartis Pharmaceuticals Corporation Lynn Gaudioso, Ivanhoe Strategies, LLC For the HBA, the fall schedule is being Matthew Giegerich, CommonHealth The HBA needs volunteers to Kathryn Giusti, planned. Starting on September 12th, Pfizer Multiple Myeloma Research Foundation cover events and write articles for the will sponsor the program on “Negotiation Kathleen Harrison, Pharmaceutical Media Inc. Sarah Harrison, AstraZeneca Pharmaceuticals LP HBA Bulletin. Skills.” This is followed on October 3rd by Michael Hickey, AstraZeneca Pharmaceuticals LP Tamar Howson, Bristol-Myers Squibb Company ● Complimentary attendance at a program on “Leveraging an Idea Across All Heidi Hunter, Wyeth Elizabeth Kapalla, MediVia event covered. Media,” sponsored by GlaxoSmithKline. Fi- Karen Katen, USPG, Pfizer Inc. nally, in November, we will address “Risk Tom Lusty, PACE, Inc., a Lowe Healthcare Company ● Byline and small author bio to run Louis J. Manzi, GlaxoSmithKline Taking—When to Make the Move.” We Charlotte McKines, Merck & Co., Inc. at end of article, if desired. Paula Meade, Hoffmann-La Roche Inc expect large attendance at all of these pro- Dorothy Philips, PhD, ● One- to two-week deadlines from Philips Healthcare Communications, Inc. grams, so please mark your calendars now. Thomas Pizor, Dowden Health Media date of event. The HBA is focused on supporting women Myrtle Potter, Genentech, Inc. Charlene Prounis, Accel Healthcare Communications If you are interested, please e-mail: in the pharmaceutical industry to achieve their Maureen Regan, Regan Campbell Ward Timothy Rothwell, Pharmacia Corporation overall professional goals. We are pleased that Barbara Saltzman, BSC Company Britta Herlitz, Editor, HBA Bulletin Jean Sharp, Sharp & Associates Healthcare [email protected] so many women continue to join the HBA Communications Consultants, Inc. William C. Sheldon, Eisai Inc. and welcome the over 400 new members who Charlotte E. Sibley, Pharmacia Corporation have joined the HBA in the last few months. Catherine A. Sohn, PharmD, GlaxoSmithKline Lynn O’Connor Vos, Grey Healthcare Group, Inc. Kitty Walsh 8 www.hbanet.org HBA Bulletin July/August 2002 Carol Webb, Ortho Biotech Products, LP