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Vol. 28, No. 6 “Where Healthcare Marketers Connect” JULY 2019

Personal Exchange – Aaron Wattenberg

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PRSR STD PRSR EXCHANGE THE PUBLISHER Dear Healthcare Marketer, Nancy A. Leonard ummer is in full swing here at the Leonard household. As you read P.O. Box 64 this, my daughter Maddie will have returned from a school trip to Verona, NJ 07044 Costa Rica. My older daughter Katie and I will have been to to 973-744-9505 S celebrate her graduation from college. We’ve celebrated two family wed- [email protected] The Scores Are In! dings, celebrated Katie’s “Gotcha Day” (the day I adopted her), both girls celebrated birth- Internists have voted and the decision is clear. ASSISTANT TO THE PUBLISHER days, with a driver’s license attached for Maddie. All of my friends are thrilled that Maddie Nan McArdle has her license because now we have another “Uber driver.” 973-744-9505 A great help to me while planning all these excursions was the Internet for tips on naso nenlMedicine Internal of Annals Annals of Internal Medicineᮋ 19 June 2018 Volume 168 Number 12 ESTABLISHED IN 1927 BY THE AMERICAN COLLEGE OF PHYSICIANS [email protected] • • where to go and what to see, how to save money, and what kinds of deals we could get.

ORIGINAL RESEARCH Patterns of Potential Opioid Misuse and Subsequent Adverse 837 Outcomes in Medicare, 2008 to 2012 ART DIRECTOR (Ad Submissions) Another great source of help for us turned out to be The Exchange’s Article Archive section, Impact of Primary Care Intensive Management on High-Risk 846 9Jn 2018 June 19 Veterans’ Costs and Utilization. A Randomized Quality Improvement Trial

Amyloid-β (1-40) and Mortality in Patients With Non–ST- 855 Segment Elevation Acute Coronary Syndrome. A Cohort Study

Projected Cancer Incidence Rates and Burden of Incident 866 Cancer Cases in HIV-Infected Adults in the James J. Ticchio where I learned a lot from past contributors who have traveled to the places we were going. Annals.org Through 2030

POSITION PAPER On Being a Doctor 890, 891 Women’s Health Policy in the United States: An American 874 Ad Libitum 880

oue18Nme 2(ae 837–904) (Pages 12 Number 168 Volume College of Physicians Position Paper Letters 893 Complete Contents I-5 IDEAS AND OPINIONS Direct Media Advertising Public Health Research on Gun Violence: Long Overdue 876 If you are in need of ideas or tips, I highly recommend you use our Archives as a tool. The Safety and Quality of Abortion Services in the 878 ACP JOURNAL CLUB JC61 United States: What Does the Evidence Indicate?

Iatrogenic Infertility After Curative Stem Cell Transplantation 881 #1 in Patients With Sickle Cell Disease #1EDITORIALS 73 Glenmere Terrace Toward Better Stewardship: Gaining Control Over 883 Just go to www.hmexchange.com and click on the Article Archive tab. Then you can simply Controlled Substances

Women Deserve Better Health Care 885

Editors’ Note: Call for Articles on Firearm-Related Harm 887

Money-Back Guarantees for Expensive Drugs: Wolf’s Clothing 888 #1 but a Sheep Underneath #1 #1 Mahwah, NJ 07430 search by Subject – travel, vacation, etc. Annals.org 201-327-6985 While I love traveling to new and faraway places, in-between these bigger trips, I try [email protected] to fit in a day or two of going to the Jersey Shore. I’ve gotten it down to a science. I know

EDITOR (Editorial Submissions) how to time the traffic perfectly to maximize a full day on the beach. And now that both Elise Daly Parker my girls have their licenses, I can finally enjoy happy hour at The Parker House! Next 973-919-1067 month, I will give you an update with a little more detail on all of the events that are tak- [email protected] ing place this very busy summer.

SPECIAL PROJECTS ADMINISTRATOR In the meantime, check out this wonderful Summer Fun issue. I’m sure you’ll be Maddie Leonard inspired to take a day trip, venture out on a longer vacation, or just relax, pour a cool drink, and read some of the top recommendations of both fiction and nonfiction books SOCIAL MEDIA COORDINATOR from our industry friends and colleagues. I know Chuck Hyde has me fantasizing about Katie Leonard Annals of Internal Medicine is the #1 read medical a midwinter trip to someplace tropical through a recount of his trip to Belize. Andrew Join us on McGuire knows how to inspire with his mouthwatering descriptions of hot spots at “the Shore” (Jersey speak for the beach!). Leslie Laredo gives us the scoop on some of the best Facebook.com/HMExchange journal for Internal Medicine physicians.* books for boosting business knowledge. Carly Kuper has an excellent industry-related Twitter.com/HMExchange ADS8042B book suggestion too. And Peter Mineo, Amy Birnbach, Marion E. Gold, and Lynn Gale *Source: Kantar Media, June 2019 Medical/Surgical Readership Study, Internal Medicine Office and Hospital, Table 110. LinkedIn.com/in/HMExchange give us their picks for good beach reads. Thanks to Aaron Wattenberg for his participa-

HEALTHCARE MARKETER’S EXCHANGE HEALTHCARE tion in this month’s Personal Exchange and congrats again for being AMM’s Nexus Rep of

INT0918_FINAL.qxp 8/22/18 11:33 AM Page 1 the Year. Speaking of winners, take a look at our Humanitarian Awards info – you or your

naso nenlMedicine Internal of Annals December 2018 | www.acphospitalist.org September 2018 | Vol. 38 No. 8 | www.acpinternist.org company could win! ᮋ Annals of Internal Medicine ® 17 July 2018 Volume 169 Number 2 ESTABLISHED IN 1927 BY THE AMERICAN COLLEGE OF PHYSICIANS Copyright ©2019 HEALTHCARE MARKETER’S • • It’s summertime…and the living is a little easier. Be sure to check out our Events Cal- EX­CHANGE. All rights reserved. Address all cor- respondence to HEALTHCARE MARKETER’S endar for fun ideas on summer concerts and entertainment. I hope no matter what your Big data and the EX­CHANGE, LLC, P.O. Box 64, Verona, NJ 07044. The ORIGINAL RESEARCH plans are, you’ll have some time to chill and enjoy! Percutaneous Ablation Versus Partial and Radical Nephrectomy 69 WAtchIng resIDents bog of information opinions expressed are those of the authors and do not for T1a Renal Cancer. A Population-Based Analysis By Charlotte Huff Clinicians’ Perspectives on Providing Emergency-Only 78 7Jl 2018 July 17 THE BALANCE OF SUPERVISION VS. AUTONOMY necessarily reflect the views or opinions of the publisher, he young boy landed in the office of In other cases, though, recreational Hemodialysis to Undocumented Immigrants. A Qualitative Alisa Niksch, MD, in part because of devices can provide the first alert to an undi- Study This obsession with a ninja warrior agnosed condition, said David Slotwiner, MD, show and because he liked wearing his chief of the division of cardiology at New York- HEALTHCARE MARKETER’S EXCHANGE.­ Available by mother’s smartwatch. Presbyterian Queens. He described patients Association of Viral Suppression With Lower AIDS-Defining 87 Happy Summer, The boy constructed his own competitive who suddenly felt their hearts race and and Non–AIDS-Defining Cancer Incidence in HIV-Infected obstacle course with the family’s living room checked them with the device, as well as oth- Veterans. A Prospective Cohort Study furniture, and at some point, as he raced through ers who were feeling fine when the device reg- subscription: $36 for 12 issues. Individual copies available it, the watch signaled a heart rate of about 160 istered a rate approaching 180 beats per beats per minute. That reading—a normal heart minute. “I’ve had a few patients just this past Associations Between American Board of Internal Medicine 97 rate for an active child—led to a cascade starting year and it always turns out to be something at $4 each. Phone: 973-744-9505. Email: contact@ Annals.org Maintenance of Certification Status and Performance on a with a call to the child’s pediatrician, followed real,” he said. “It’s always a real arrhythmia.” Set of Healthcare Effectiveness Data and Information Set by a referral to Dr. Niksch, a pediatric These are just two anecdotes, but they (HEDIS) Process Measures cardiologist. The result, she noted, was an illustrate both the potential promise and per- unnecessary and costly subspecialty visit. ils of the health data revolution that’s already hmexchange.com. “The child looked fine. He had zero com- reached the doorstep of physician offices. On Being a Doctor 126 plaints. It was just a number,” said Dr. Niksch, Though such data were once confined to pre- Ad Libitum 127 director of pediatric electrophysiology and oue19Nme Pgs69–136) (Pages 2 Number 169 Volume REVIEW scribed monitoring devices, such as loop Letters 128 Marijuana Use, Respiratory Symptoms, and Pulmonary 106 the exercise stress lab at Tufts Medical Center in Boston. See Data, page 12 Complete Contents I-9 Function. A Systematic Review and Meta-analysis

IDEAS AND OPINIONS Breaking barriers to buprenorphine INSIDE ACP JOURNAL CLUB JC1 Clonal Hematopoiesis Confers Predisposition to Both 116 Test Yourself By Mollie Durkin with the Cardiovascular Disease and Cancer: A Newly Recognized MKSAP Quiz Link Between Two Major Killers he woman was a typical primary care ing to the CDC. But despite heightened aware- Taking the first step patient: middle-aged with obesity, ness of the opioid crisis, treatment still eludes To prescribe buprenorphine, physicians 5 Thypertension, and uncontrolled dia- many patients who are struggling with addic- must complete an eight-hour training cur- A Novel Strategy for Increasing Access to Treatment for 118 betes. But she needed extra help. When life tion. There are patient-specific reasons for riculum and obtain a special waiver through Hepatitis C Virus Infection for Medicaid Beneficiaries stresses reignited a previous addiction to pain this, like not being ready to seek treatment. the U.S. Drug Enforcement Agency (DEA). pills, she called her doctor’s office to ask for But primary care doctors may throw up their Perhaps intimidatingly, this waiver is com- Cardiac risk a referral to a buprenorphine prescriber. own barriers to providing addiction treat- monly called an “X” number or license. The in cancer Starving the Hungry Tapeworm: How Businessmen May 120 But she didn’t need a referral after all. ment, such as fearing that treating such waiver program comes from the Drug care Reform Health Care Cost Her primary care doctor, Ellie Grossman, MD, patients will be too challenging. Addiction Treatment Act of 2000, which 10 MPH, had been prescribing the office-based, Patients with opioid use disorder can be allowed physicians to provide office-based FDA-approved medication to treat opioid complicated, Dr. Grossman acknowledged, treatment for opioid addiction with Schedule Coming Soon… addiction for more than 10 years. but not more so than many other medically III, IV, or V controlled substances. EDITORIALS “It was really satisfying to be able to say, complex patients internists see every day. Buprenorphine is the only Schedule III Dialysis Without Borders 122 ‘Hey, we do that in primary care here. I got And, she added, “Even if you don’t necessarily drug approved to treat opioid use disorder; that,’” said Dr. Grossman, a Massachusetts- want to think of yourself as an addiction doc- methadone and other full-opioid agonists Maintenance of Certification: Glass Not Entirely Empty? 124 based internist who is also board-certified in tor, there’s enough addiction out there that are Schedule II. In 2002, the FDA approved addiction medicine. “Now, our relationship it’s in your practice.” buprenorphine (Subutex and other trade has changed. I’m seeing her more often than Primary care internists from across the names) and the abuse-deterrent formulation Careers in I used to, but I’m still just her primary care country who have successfully begun pre- of buprenorphine/naloxone (Suboxone and urban health doctor who manages her diabetes, her scribing buprenorphine shared their chal- other trade names) for this purpose. Prior 11 hypertension, her obesity, and her opioid use lenges, success stories, and words of wisdom to this legislation, the Harrison Narcotics disorder.” for the many clinicians who may be interested Tax Act of 1914 criminalized the use of Opioid-related overdoses now kill more in adding the lifesaving medicine to their people each year than car accidents, accord- toolkits. See Opioids, page 13        Annals.org            Kids and Family             Share a bit about your family: • Bragging rights – kids’ photos, 00_AOJL048A_C1-Cover.indd 1 22/11/18 4:21 PM • Celebratory, fun, happy photos stories, accomplishments • Parenting tips – work balance, • Funny, silly, wild things your navigating college, nutrition, kids say Advertise with the journal that internists voted #1. discipline • Embarrassing moments Contact: • Best family trips • Rules of the House Kevin A. Bolum, Director, Advertising Sales, at Send your submissions to Nan McArdle at [email protected] or call 973-744-9505 to discuss. 215-351-2440 or [email protected] Or submit through our website at www.hmexchange.com/contests.html Kenneth D. Watkins III at 973-785-4839 or [email protected] JULY 2019 www.HMExchange.com THE EXCHANGE 3

ADS8042-B_V2_ED.indd 1 6/13/19 1:54 PM Send press releases to: [email protected] ANNOUNCEMENTS Innovative research BulletinHealthcare, a Cision company, has announced the promotion of ly-stage R&D Rupert Vessey; and Global Drug Development, which will Jessica Hill to Director of Marketing. She can be reached at 908-912-4650. be headed up by Samit Hirawat, former Head of Oncology, Novartis. For with the highest standards. Calcium has announced the promotion of Alexandra A. Bauer to Vice Presi- more information, visit www.bms.com. dent, Account Director. She can be reached at 215-510-1773. Eli Lilly has announced the FDA expanded approval of Emgality (galcane- Closerlook, Inc., has announced the appointment of Alecia Dantico as Vice zumab-gnlm) to include the treatment of episodic cluster headache in

President of Multichannel Marketing Strategy. She can be reached at 312- adults. For more information, visit www.lilly.com. jamaoncology.com May 2016 Volume 2, Number 5 640-3700. Evoke has announced the acquisition of specialty health communications Pages 553-696 CMI/Compas has announced the appointments of Greg Hutson as Senior agency KYNE. KYNE and Evoke PR & Influence, Evoke’s existing Analyst, Business Insights; Gabriela Cardamone as Analyst, CXM; Aman- communications business, will join forces to create a new integrated da Yanez, Amanda Powell, and Tyler Mellan as Associate Media Planner; global agency named Evoke KYNE. For more information, visit www. Jennelle Gilbert as Associate Digital Ad Ops Specialist; Bracken Markins evokegroup.com. as Senior Analyst, Data Analytics; and Diamond Ray as Office Coordinator. Merck & Co. has announced the FDA expanded approval of the antibiotic They can be reached at 215-568-5944. Alex Kanfer has been appointed Research Zerbaxa (ceftolozane/tazobactam) for use in patients 18 years and older Original Investigation 625 Association Between BCR-ABL Tyrosine 655 DPYD Genotyping to Predict Adverse as Senior Analyst, Business Insights; Will Mather as Analyst, Business 591 Emergency Department–Initiated Kinase Inhibitors for Chronic Myeloid Events Following Treatment With with hospital-acquired bacterial pneumonia and ventilator-associated Palliative Care in Advanced Cancer: Leukemia and Cardiovascular Events, Major Fluorouracil-Based Adjuvant Chemotherapy Insights; Rob Enos as Senior Vice President, Media; and Denise Cabrera A Randomized Clinical Trial Molecular Response, and Overall Survival: in Patients With Stage III Colon Cancer: bacterial pneumonia (HABP/VABP). For more information, visit www.merck. CR Grudzen and Coauthors A Systematic Review and Meta-analysis A Secondary Analysis of the PETACC-8 599 Associations of Oral α-, β-, and γ-Human J Douxfils and Coauthors Randomized Clinical Trial as Media Planner. They can be reached at 646-840-0717. Kaitlin Wilhelm Papillomavirus Types With Risk of Incident 633 Combined Epiregulin and Amphiregulin V Boige and Coauthors com. Head and Neck Cancer Expression Levels as a Predictive Biomarker Brief Report Joseph Walker I Agalliu and Coauthors for Panitumumab Therapy Benefit has been appointed as Analyst, Data Analytics, and as 664 Intrinsic Genomic Differences Between or Lack of Benefit in Patients With RAS Novartis has announced the FDA approval of Zolgensma, a gene therapy for 608 Multicenter Feasibility Study of Tumor African American and White Patients Wild-Type Advanced Colorectal Cancer Senior Analyst, SEM and Emerging Media. They can be reached at 484- Molecular Profiling to Inform Therapeutic With Clear Cell Renal Cell Carcinoma JF Seligmann and Coauthors children younger than two years old who have been diagnosed with spinal Decisions in Advanced Pediatric Solid B Krishnan and Coauthors 322-0880. Brian Ross has been appointed as Director, Business Insights; Tumors: The Individualized Cancer Therapy 643 Prognostic Effect of BRAF and KRAS muscular atrophy (SMA) with bi-allelic mutations in the survival motor neu- (iCat) Study Mutations in Patients With Stage III Colon Glenn Forde Maria MH Harris and Coauthors Cancer Treated With Leucovorin, as Executive Vice President, Group Client Director; 616 Diagnostic Yield of Clinical Tumor Fluorouracil, and Oxaliplatin With or Without ron 1 (SMN1) gene. For more information, visit www.novartis.com. and Germline Whole-Exome Sequencing Cetuximab: A Post Hoc Analysis of the Mulqueen as Senior Technical Business Analyst; Jazmin Bailey as Account for Children With Solid Tumors PETACC-8 Trial Pfizer has announced the FDA approval of Fragmin (dalteparin), an inject- DW Parsons and Coauthors J Taieb and Coauthors Coordinator, Buying Services; and Jane Moxford as Senior Analyst, Data able therapy to reduce the recurrence of symptomatic venous thromboem- Analytics. They can be reached at 856-667-8577. Opinion Invited Commentary JAMA Oncology Clinical Challenge 606 The Alpha, Beta, Gammas 677 Eosinophilic, Polymorphic, and Pruritic bolism (VTE) in children aged one month and over. For more information, Viewpoint of Oral Human Papillomavirus Infection Eruption Associated With Radiotherapy Edelman has announced the appointment of Kimberly Davidow O’Grady 567 Patient-Derived Tumor Xenografts: and Head and Neck Cancer Risk on the Skin of the Right Breast Why Now? DE Rollison and ML Gillison MS van Kester and KD Quint visit www.pfizer.com. ET Liu and Coauthors as Vice President, National Health Media. She can be reached at 917- 653 Microsatellite Instability and BRAF 679 An Intraoral Mass Associated With TGaS Advisors has announced the launch of a Medical Affairs Advisory Prac- 569 PD-L1 Testing and Lack of Benefit to and KRAS Mutations in Stage III Colon Cancer: Myelodysplastic Syndrome 640-0535. Guide Treatment With Immune Checkpoint Requirements for Accurate JK Mangan and Coauthors Inhibitors in Patients With Non–Small-Cell Prognosis Assessment tice to provide life sciences companies with benchmarking, advisory, and Lung Cancer D Klingbiel and S Tejpar Continuing Medical Education Evoke KYNE has announced the appointment of Barb Box as Executive NA Pennell 694 Online Quiz Questions 662 Biomarkers of Fluorouracil Toxicity: 571 The Value of PD-L1 Testing membership services designed to support evidence-based decision-mak- Insight From the PETACC-8 Trial JAMA Oncology Patient Page Vice President, Strategy and Business Engagement. She can be reached at in Non–Small-Cell Lung Cancer SM Offer and RB Diasio 695 Bone Complications A Lisberg and EB Garon 646-561-4130. ing. For more information, visit www.tgas.com. in Patients With Cancer Editorial Clinical Review & Education 575 Precision Therapy for Pediatric Cancers Gilead Sciences has announced the appointment of Johanna Mercier as J Khan and LJ Helman Review LETTERS 577 The Emergency Department 670 Medical Marijuana Use in Oncology: 682 Research Letter A Review Chief Commercial Officer. Point of Palliative Care Access 686 Comment & Response for Patients With Advanced Cancer G Wilkie and Coauthors Harborside has announced the promotion of David Horowitz to Senior Vice E Bruera 578 AREG and EREG as Predictive Issue Highlights and Continued Contents Biomarkers for RAS Wild-Type Colorectal on page 559 President, Director of Sales. He can be reached at 631-935-7652. Cancer Treated With Panitumumab: A Fresh Approach to an Old Puzzle Havas Health & You has announced the appointment of Megan Rokosh EC Smyth and Coauthors as its first global Chief Marketing Officer. She can be reached atmegan . [email protected]. HealixGlobal has announced the promotion of Jessica Longo to Media Planner. She can be reached at 646-609-9966. Jack Morton Worldwide has announced the promotion of Erin Abbott to Vice President, Account Director. She can be reached at 312-274-6027. MultiMedia Healthcare, LLC, has announced the appointment of Brian Haug as Executive Vice President of the healthcare group. He can be reached at 732-580-8355. Kirk Ballad has been appointed Associate Sales Director of Urology Times. He can be reached at 609-744-5595. Building on a tradition of editorial excellence, The JAMA Network® brings Roche/Genentech has announced the promotion of Cristin Hubbard to ® Senior Vice President, Global Product Strategy, Immunology, Infectious JAMA together with JAMA Oncology and ten other specialty journals to Diseases, and Ophthalmology. She can be reached at cristin.hubbard@ offer enhanced access to the research, reviews, and viewpoints shaping roche.com. Saatchi & Saatchi Wellness has announced the appointment of Kuda the future of medicine. Timbe as Brand Coordinator. She can be reached at 214-780-7125. Sandoz has announced the promotion of Diane DiGangi Trench to Vice President, Market Access and Patient Services, Sandoz US. She can be For advertising information, please contact: reached at [email protected]. Mark Thornbury | 973.263.9191 | [email protected] US Pharmacist has announced the appointment of Inez Herrero as Account Manager. She can be reached at [email protected]. WEGO Health has announced the appointment of Chris Gallagher as Media Director. He can be reached at 908-500-7585. NEW NOTEWORTHY awards • mergers • approvals Bristol-Myers Squibb has announced that executives Tom Lynch and Charles Bancroft will step down after the pharma company closes its deal to buy Celgene. The company will split its R&D work into two units: Research and Early Development, to be led by Celegene’s head of ear-

4 THE EXCHANGE www.HMExchange.com JULY 2019

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breads. They do a salmon – salmon a la plancha – BEST RESTAURANT green beans/fingerling potato, grape tomato, olives, pickled red onions – that’ll make you want to return Lapid and Dunsky explore the spectrum of good versus evil, again and again. I’m not a huge salmon fan, but this If Mystery reminiscent of Jerry Marcus’ Detective Tony Pinella (in Daugh- Jersey Shore Hot Spots Summer Reads one does it for me. Intrigues You ters of God and The Salvation Peddler). Both Lapid and Pinella henever I have occasion to go rate high among detectives who truly give readers something Lastly, check out Anjelica’s in Sea Bright for amaz- by Marion E. Gold down the Shore (Jersey speak to think about. W ing Italian. I can nev- A Review of Ten Years Gone for going to the beach) on weekends, Born in Israel, Dunsky served for four years in the Israeli er get in there for Army. After his military service, he worked as a team leader in there are a few restaurants/eateries by Jonathan Dunsky dinner. The place is various high-tech firms, ran his own Search Engine Optimi- that are a must. Restaurant Nicholas in Red Bank is hen I read Jonathan Dunsky’s 2017 zation business, and lectured in the Faculty of Business Man- one of my favorites – beautiful food, beautiful venue. always packed – but novel, Ten Years Gone, I was capti- agement in Tel Aviv University. He holds a degree in computer Opt for the dining room – a bit more posh in design I was recently there W vated. I’ve now read all four of the sciences and business. He lived for several years in Europe and for lunch. Their cacio Adam Lapid Mysteries, which include The complete with currently resides in Israel with his wife and two sons. e pepe – spaghetti Dead Sister, The Auschwitz Violinist, A Debt of Death, as well as Ten Dale Chihuly You can download one of his short stories for free at http:// with pecorino romano, Years Gone. All are historical mysteries that take place in the early jonathandunsky.com/free/ lighting fixtures – days of the State of Israel and feature private investigator Adam or the bar area – cracked pepper, just a Lapid, a Holocaust survivor and former Nazi hunter. Dunsky’s few really good ingre- Marion E. Gold is Owner, Marion Gold Marketing casual chic, cou- fifth novel,The Payback Girl, is due next week in my mailbox! dients - is unbeatable. Communications, Scottsdale, AZ and , IL. ple of booths/ Anjelica’s, Sea Bright. (Yes, I am dedicated to reading only printed books.) Perfection! Don’t miss She can be reached at [email protected] or 312- hightops. Either Ten Years Gone is about Henrietta Ackerland, a Holocaust out on the artichoke, spinach, and portobello mush- survivor, who is desperate to find her missing son, Willie. The 396-4014. venue, you’ll re- room side dish, by the way. Brunch nearby at the story begins in Tel Aviv in 1949, when Henrietta hires Adam ceive top service Lapid to find her son. The last time Henrietta had seen young Dining room Restaurant Nicholas, Red Bank. and amazing Driftwood Cabana Club, called Drifthouse by Da- Willie was in 1939 – when she entrusted her infant son to a food. I recently spent Easter Sunday there and feast- vid Burke, is fun, too. Another big culinary name, woman who was fleeing Nazi . At the time, Henriet- True Page Turner ed on fluke crudo (with orange brûlée and toasted David Burke is also a genius. Maple bacon on a ta’s husband was in a German prison, beaten and arrested in clothesline. ‘Nough said. Just go. Great food and by Amy Binrbach hazelnuts) and pan-roasted duck breast. Pretty amaz- 1938, during Kristallnacht. She did not want to leave Germany ing. Owner Nicholas has also branched out to the ice venue for Sunday brunch. without him, but also realized the danger and had to find a A Review of Where the way to save her son. Henrietta was still hopeful her husband cream business – Nicholas Creamery – with locations Needless to say, my trainer is not necessarily happy Crawdads Sing would be released and she would be able to follow her friend in in both Fair Haven and Atlantic Highlands. Check it to see me upon return from weekends down the a few months. She was wrong…and now it was 10 years later. by Delia Owens out! Who doesn’t get a hankering for ice cream, espe- Shore. But every once in a while, you need a great Henrietta arrives in Tel Aviv with little resources. She went thought it was beautifully written with cially after a day at the beach? place to dine out with friends and family. These plac- to the police, who told her it was pointless, that too much time the many descriptions of nature in the Another Red Bank hot spot for me is Chef Dennis es will not disappoint. Enjoy! had passed. All but one officer gave Henrietta no hope. Reuben Imarshland of North Carolina. Author Tzanani gave her Adam Lapid’s name and told her he might be Foy’s (big culinary name in Jersey/NYC) BYO French/ Restaurant Nicholas – 160 NJ-35, Red Bank, NJ, Delia Owens lives the natural, loosely able to help. “off the grid” lifestyle. Here’s the link to the CBS Sunday American/Mediterranean place called Café Loret. www.restaurantnicholas.com Lapid is a survivor of Auschwitz, forever haunted by all he Morning segment that depicts her life. https://www.cbsnews. You have to try Nicholas Creamery – 84 1st Avenue, Atlantic High- had lost at the hands of the Nazis. A former police detective in com/video/where-the-crawdads-sing-author-delia-owens/ his sautéed tian lands, NJ, www.nicholascreamery.com the Hungarian police force before World War II, after the war Kya Clark, the main character also lives off the grid in the of crab/thyme Nicholas Creamery Fair Haven – 586 River Road, Lapid spent time hunting Nazis before coming to Israel, where true sense, but she is also a true survivor. She is abandoned by as an appetiz- he fought in Israel’s War of Independence. Dunsky paints Fair Haven, NJ, www.nicholascreamery.com her family at age six. The book keeps you wanting to go back er, as well as Lapid for readers vividly, his views of life, death, crime, and jus- Café Loret – 128 Broad Street, Red Bank, NJ, www. for more. Innate prejudice of this woman who lives in the tice understandably changed by his Holocaust experiences. It is so many oth- marshes of North Carolina provokes dislike and fear in the cafeloret.com easy to see why he is touched by Henrietta’s story. While he is er delectable townspeople where only a select group of people accept Kya Albariño Tapas and Wine Bar – The Grove West, 508 doubtful he will find Willie, he agrees to try, an investigation things on the for who she is. Although a sensitive and intelligent person, Broad Street, Shrewsbury, NJ, www.albarinorestau- that leads him on a dangerous journey. menu. This guy’s she becomes tormented trying to navigate between her world rant.com As well as being intrigued by the synopsis I read before pur- and the “outside world” and her longing to be loved. Reese a genius in the Modernist setting – Café Loret, Red Bank. chasing Dunsky’s novel, I try always to seek out the works of Anjelica’s – 1070 Ocean Avenue, Sea Bright, NJ, Witherspoon has bought the rights to the movie, and I can’t kitchen! His art new or little-known authors who deserve far more recognition. www.anjelicas.com wait until it’s in the theaters. collection and the modernist setting make for a very Dunsky is one of them. In each of the Adam Lapid Mysteries, Drifthouse by David Burke – 1485 Ocean Avenue, pleasant dining room, too. Yet another fun place in the characters come alive and the story line rolls smoothly and Sea Bright, NJ, www.drifthousedb.com convincingly. Dunsky paints Lapid as a complex character who Amy Birnbach is National Sales Manager, The Shrewsbury is Albariño Tapas and Wine Bar. Spa- invokes empathy, strength, and compassion in all his actions. Walchli Tauber Group, 2225 Old Emmorton Road, cious, casual, beautifully designed (cool lighting, Andrew McGuire is Regional Sales Director, New Jour- What I like best is that Dunsky (and Lapid) recognize that deci- Suite 201, Bel Air, MD 21015. She can be reached concrete floors, great energy and vibe) with small nal of Medicine, Journal Watch, 860 Winter Street, Waltham, sions in life – indeed, life itself – is not black and white, but is a at 917-837-4796 or [email protected]. bites/larger plates with delicious flavors. You can’t MA 02451. He can be reached at [email protected] or 973- continuous spectrum of grays from dark to light. In each book, go wrong with any of the soups or hearth-oven flat- 771-8926.

6 THE EXCHANGE www.HMExchange.com JULY 2019 JULY 2019 www.HMExchange.com THE EXCHANGE 7 the staff is in on it. Also, Belize has one of the most diverse NO KIDS AND LOTS OF CHILLIN’ populations of people I have ever seen. Every skin tone on A few other notes – the resort is adults-only. No, this Will Change You the palette is represented in Belize, and thus my paleness- does not mean it’s a clothing optional resort, a “lifestyle” on-the-verge-of-luminescence blended in. Well, I thought I place, or anything else like that. It simply means no kids. Belize blended in. It is not the right resort for everyone. While we were there, my wife and I wondered if we should bring our adult kids • There are things to do on the island; there are excursions to the mainland, snorkeling, paddleboards, a spa, beach (27, 26, 23). I think they would like it for a couple of days games (my wife and played a lot of ladder golf). Originally, and then they would be bored. If you want to “DO” a lot we were going to do some of the shore excursions. But on vacation, this may not be the place. It really depends on what you want in your vacation. We wanted warmth, by Chuck Hyde within a day of arriving, we both did not want to leave beauty, and peace. We found it. For us, it’s a vacation we island, you quickly realize that you can see the water that island unless it was simply to swim. Most days we irst, before I start discussing Belize, I have to mention would do over again, which is not common. But that island and hear the water at all times. This was something that were content to read in a hut over the water, kayak around that I live in Michigan. I’ve lived here most of my life, changes you. sounded awesome and was awesome. The beauty of the the island, swim, and maybe snorkel a bit. At the end of Fand my tolerance for winters in Michigan lasts about the day, most guests gather under the thatched roof bar resort and the island is enveloping the entire time you’re 20 minutes. My wife Maureen shares Chuck Hyde is Director, Strategic Accounts, Lexi- there; it simply overwhelms your need to be connected, and have a drink (or many for those who wanted a posi- this with me, which leads to a con Pharmaceuticals, 110 Allen Road, Basking to be busy, to plan, to do. Both of us wanted to go some- tive ROI on all-inclusive vacations). Eventually, everyone travel phenomenon called Ridge, NJ 07920. He can be reached at Chyde@ where to let go, and to not have to think. The island has dinner, either outside or inside. The food is great and, a “rage booking.” As delivered. I know this is redundant, but it takes a lot of thankfully, the portions are Belizean, not the typical 3.2 lexpharma.com, 616-847-8543 (o), or 616- you would guess, environmental aesthetics for my wife and me to let go of lbs per person found in the U.S. 638-6038 (c). this is where you our left brain natures. Whether I was sitting in the sun, book a vacation the shade, in the water, by the bar, eating, sleeping, or without the anything else, I was under constant sensory bombardment usual 90 days that simply said “relax.” of research, hemming • The other significant item about the resort isthe staff. The and hawing, staff (servers, bartenders, snorkel instructors, landscapers, and other and more) work and live on the island for 21 days and stuff. You then they go home for seven days. Personally, I think the just can’t take island’s hypnotic nature has affected the staff, as these are another day of the friendliest, coolest people you will want to meet. Liv- polar vortexes, ing on a small island for seven days, with limited guests, bomb cyclones, you get to know everyone. While I enjoyed meeting other A typical sight as you wander You can hike through the water or swim/kayak to other islands. guests, I really enjoyed getting to know the staff. Yes, I around the island – water, sand, whiteout snow, and great colors. highway closures, -10 know they were working, and they are paid to be nice. degree temperatures, so But these people are genuine, they want to get to know in the Health Consuming environment: as the patient con- you book a vacation to some- you, and they made our stay awesome. They all have some tinues to morph into health consumer, s/he’s become a key where warm to provide an ounce of kind of weird Zen-like peace that seems to emit from them. payor looking for health outside of the legacy healthcare hope in the desolation of a Michigan winter. Some of you may be thinking, “Hey, you were clearly system. Jane explains “The New Retail Health,” asserting that, drugged. How many brownies did you eat each day?” It’s Summer Reads BOUND FOR COCO PLUM “Pharmacies can build on their trusted pharmacist-consumer Anyway, my wife gets credit for booking the trip to a fair supposition, but one day on this island changes you. Consumer-Driven relationship as accessible storefronts for health, wellness, and Belize. We’ve been to Central America a few times, and have It’s like the environment sucks the stress out of you, and Retail Health healthcare…growing the core mission of dispensing medica- enjoyed it, but wanted to try someplace new. Most of our tions to build end-to-end healthcare services that help people vacations in fact are to new places. The Coco Plum Resort by Carly Kuper move across the continuum from prevention to sick care.” in Belize (it’s an island!) looked awesome, and, of course, A Review of HealthConsuming: Beyond the pharmacy, Jane explains that consumers see warm. Travel and Leisure rated it the second most romantic From Health Consumer to Health health in other retail touchpoints like grocery stores: 60% of resort in the world last year, so finding a week with avail- Citizen consumers believe that food is just as powerful as medicine ability took a little time. when it comes to healing and treating illness. From food by Jane Sarasohn-Kahn There were quite a few things that attracted us to the (remember Hippocrates’ advice, “Let food be thy medicine resort, including: ricing is one of the most important issues in our and medicine be thy food.”) to digital therapeutics and soft- • The water. Check out the pictures – the water colors industry today and, while it can be a dry topic, Jane ware-as-medicine, Jane shows us the emergence of the con- and clarity had both of us excited, especially as we P Sarasohn-Kahn’s new book tackles it in a very read- sumer-driven retail health ecosystem for health/care. From experienced the monochromatic winter in Mich- able, grab-your-attention way. There’s a lot of jaw-dropping Amazon and Apple to ZocDoc. igan. (I must admit I thought Fifty Shades of Grey content and insights here that explain how we got into was written about a Michigan winter. Spoiler alert: the situation we’re in and what we all need to know as our Carly Kuper is Senior Vice President, Public Rela- It’s not.) health economy significantly evolves in the coming months tions and Corporate Communications, CMI/Com- and years. After a beach vacation, I like returning to work pas, 2200 Renaissance Boulevard, Suite 160, King • Coco Plum Resort is an island, and the limit of Prussia, PA 19406. She can be reached at 610- for the number of guests is 34. After touring the refreshed and a little bit smarter, and this book fits the bill. Pharma and life science companies are at a critical moment 731-5409 or [email protected]. More of the same – water, sand, colors. You just don’t get tired of it. 8 THE EXCHANGE www.HMExchange.com JULY 2019 JULY 2019 www.HMExchange.com THE EXCHANGE 9 OF OF OF OF OF OF OFOF OF OF OF OF OF OF BESTTHE BESTTHE BEST THE BEST THE BEST THE BEST THEBESTBESTTHETHEBESTBESTTHE BEST THE BEST THE BEST THE BEST THE BEST THE BEST OF OF OF OF OF OF OF OFOF OF OF OF OF OF OF OF BESTTHE BESTBESTTHE BESTTHE BESTTHE BEST2019THE BEST THE BEST THEBESTBESTTHETHEBESTBESTBESTTHE BESTTHE BESTTHE BEST2019THE BEST THE BEST THE BEST THE BEST BEST BOOKS and our brains want to do so in the easiest way possible. Nobel Prize in Economics in 2002. Many called Kahneman My current book list has over 100 books, most I’ve read in We compare what’s right in front of us, not necessarily and Tversky the “McCartney and Lennon” of social science. the last five years, though there are a few “oldie but good- what we should think about or look at. ie” books on the list like Ogilvy on Advertising by David Before them, scientists, economists, and marketers thought Ogilvy. You can download my recommended book list (and 5 Top Books for A More Beautiful Question: The Power of Inquiry to all people made rational, left-brained decisions using hard Spark Breakthrough Ideas by Warren Berger other free resources from the Academy of Digital Media – data, without being swayed by emotions, instincts, or false Impacting Sales ) from the Free Resources I’ve read this twice, as it has many im- beliefs. Kahneman and Tversky spent their careers proving www.academyofdigitalmedia.com s a sales trainer, I spend a lot of time page on our site. plications for sales. Berger shows how the complete opposite. Human beings make irrational de- reading sales books to stay informed A our outcomes are affected by open vs. cisions, sometimes even when the hard facts are in front of Leslie Laredo is President, Academy of Digital Media, a Laredo on the latest trends and processes that closed-ended questions, and the tone them. In sales, it is critical to understand how people make Group Company, 6963 Wilson Road, Suite 200, West Palm are transforming B2B sales practices. I occasionally come of questioning. Questions help frame predictably irrational decisions so we can better address Beach, FL 33413. She can be reached at 561-571-0500 (o), across other books that are even more critical to mastering our thoughts and contextualize the the objections and help our clients make better choices. 954-290-2003 (c), [email protected]. the sales profession. Some of these books reveal the role overwhelming amount of data available “cognitive bias” has on decision-making and how judg- today. Our questions should include ments are formed, how our brains process information, why someone comes across a less-than- and what and why we remember. Sellers can improve their ideal situation, ask “Why” to under- performance, respond more appropriately to objections, stand the situation/problem, and how to get someone to and make more impactful presentations by understanding imagine possible future solutions with “what if” questions. sales-related psychology and behavior. Impossible to Ignore: Creating Memorable Content to Influence Decisions by Carmen Simon, Ph.D. Here are my top 5 Favorite Books to help anyone better understand decision-making and learn how to motivate Carmen Simon, Ph.D., is a cognitive SummerBaseball Legends ReadsBeach Read and inspire people to change their sales conversations. scientist. Her book targets people who make presentations. She offers by Peter Mineo by Lynn Gale Start With Why: How Great Leaders Inspire Everyone research-based techniques to make to Take Action by Simon Sinek A Review of Driving Mr. Yogi: Yogi A Review of Plum Island communication more influential and I got introduced to this book from memorable. The content is directly Berra, Ron Guidry, and Baseball’s by Nelson DeMille Sinek’s TED talk “Golden Circle”… applicable to anyone working in adver- Greatest Gift his book sits strongly with- the second most viewed TED talk of tising and marketing. My favorite quote by Harvey Araton in the 10 best books I have all time. from her book is, “People act on what T ever read. And I have read a n 2012, I had the opportunity to go to a book they remember, not on what they forget.” lot of books. The book introduc- Sinek has innovative philosophies on signing at the Yogi Berra Museum at Montclair es John Corey, a witty, smart-al- leadership that can easily be used by If you want your audience to act at a future time, they have IState University held for two of my all-time favorite athletes Yogi eck character who continues to any sales professional who needs to to remember to do so. While this seems obvious, people Berra and Ron Guidry. I am more a fan of Baseball History and these enthrall us with seven additional books after Plum inspire and influence their prospects making presentations don’t focus on how to increase the types of ballplayers than today’s game and players. What can I say? I Island, each building and continuing the story of am an old-school guy who appreciates talent along with character. by focusing on the “why”…not the chances that their words will be remembered. an ex-police officer finding himself in the middle of Driving Mr Yogi is a bit about baseball but more about friendship what or how. He uses Apple and Throughout the book, Simon offers many insights on how some mystery and/or event. Plum Island takes place and what is important in life. Now everyone has probably heard in Long Island and Manhattan, a location that is Steve Jobs as a great example of why people buy Apple to make memorable presentations. For example, how hu- a lot about Yogi, but Guidry also has so many of those humble familiar to most of us in our industry. Plum Island is mans are more likely to act on a memory when it is associ- products - focus on why the company exists. qualities of Yogi and was part of the superb talent that brought the “fast-paced and atmospheric, marked by entrancing ated with a positive reward or avoidance of pain. Sinek also explains why it is important to inspire, not ma- Yankees two consecutive World Championships in 1977 and ‘78. characters, incandescent storytelling, and brilliant nipulate people, if you want to motivate them to take ac- The Undoing Project: A Friendship That Changed Our Ron also had one of the most memorable seasons ever in 1978 with comic touches, Plum Island is Nelson DeMille at his Minds by Michael Lewis a 25 win, 3 loss record. I think the “Goose,” another legend of the thrill-inducing best.” (Amazon) An excellent sum- tion. He reveals many practical applications and results of great ‘70s teams, says it best about these two Yankee greats. “The one mer/beach read and very hard to put down. how our behavior needs to reinforce the why. Michael Lewis is an acclaimed author of thing Yogi Berra and Ron Guidry have most in common and is obvi- John Corey – to know him is to love him – other books including Moneyball: The Predictably Irrational – The Hidden Forces That Shape ous to everyone is that they are so unaffected by fame that you have appears in the following novels (by publication date) Art of Winning an Unfair Game (2004), to wonder if they even know that they were great players.” – Richard Plum Island (1997), The Lion’s Game (2000), Night Fall Our Decisions by Dan Ariely The Big Short: Inside the Doomsday Michael “Goose” Gossage. (2004), Wild Fire (2006), The Lion (2010), The Pan- Machine (2010), Flash Boys: A Wall This New York Times best seller ex- One more thing, this is a great read for anyone, baseball or Yankee ther (2012), The Book Case (2012), and Radiant Angel plains the hidden forces that drive Street Revolt (2015), The Blind Side: fan, male or female. You gotta love these guys and their story. (2015). how we make decisions. It proves Evolution of a Game (2007), and Liar’s humans are far less rational than Poker (2010). Peter Mineo is President, Proactive Healthcare Communi- Lynn Gale, MBA, is a Certified Health we think. One very practical case is The Undoing Project is the captivating cations, 600 East Crescent Avenue, Suite 203, Upper Coach, Gale Force Health, LLC. She can be “give others easy comparisons, so story of the close partnership of two Israeli psychologists, Saddle River, NJ 07458. He can be reached at pmineo@ reached at [email protected] or they’ll value you more highly.” Hu- Daniel Kahneman and Amos Tversky, and their research proactivehcc.com. 224-301-5606. mans are wired to compare things, on behavioral economics. Their work won Kahneman the

10 THE EXCHANGE www.HMExchange.com JULY 2019 JULY 2019 www.HMExchange.com THE EXCHANGE 11 JULY/AUGUST u 2019 31 – FELA! Youth Matinee 8 – Jimmy Buffett 27 – Like Pacific and Sleep On It F n Things To Do 31 – FELA! The Concert (PM) 9 – Smashing Pumpkins and Noel 27 – Punch Line Philly Presents August Gallagher’s High Flying Birds Daniel Sloss: X NEW JERSEY 15 – Horizon Foundation Sounds of 8 – WWE Monday Night Raw 1 – Samini, Efya 10 – Jon Bellion 28 – Iron Maidens the City: A Night of Inspiration 16 – Jeff Lynne’s Electric Light 3 – The ‘70s Soul Jam: The 23,24 – Zac Brown Band 30 – Lights – Skin & Earth Acoustic Atlantic City (various locations) 29 – Gladys Knight with Special Orchestra Stylistics, The Manhattans, and 25 – Santana and The Doobie Brothers Tour July Guest Will Downing 19 – Jennifer Lopez Harold Melvin’s Blue Notes 28 – Slipknot, Volbeat, Gojira, and August 11-12 – Cast of Impractical Jokers and 4 – Corinne Bailey Rae, Jose James, 3 – Switchfoot – The Native Mayo Performing Arts Center 21 – TWICE Behemoth The Tenderloins at Borgata Tongue Tour 100 South Street, Morristown, 24 – JoJo Siwa Ruth B., DJ Natasha Diggs from 30 – Brad Paisley, Chris Lane, and Events Center Soul in the Horn 5 – Tuxedo 12 – Lionel Richie at Hard Rock www.mayoarts.org 28 – Dude Perfect Riley Green 9 – Elisa Monte Dance 6 – Work in Progress Hotel & Casino July August 31 – Breaking Benjamin and Chevelle 10 – Mountain Goats 8 – The Steel Woods 13 – Josh Groban at Borgata Events 9 – Rocket Man: The Ultimate Live 10-11 – Shawn Mendes 11 – Eddie Palmieri, Baby Power, 9 – August Burns Red: 10 Years of Center Elton John Tribute Concert 14 – Kiss 4 Pennsylvania Plaza, New York, DJ Sonni Constellations Tour 20 – Sarah Silverman at Borgata 17 – Champions of Magic – Summer Wellmont Theater 212-465-6747 15 – The Clark Center 60th 10 – Femme It Forward Featuring: Events Center Spectacular 5 Seymour Street, Montclair, July Anniversary Tribute: Ama Lou 24 – Legends in Concert at Harrah’s 22 – Louie Anderson and Rita www.wellmonttheater.com 2 – Hillsong United George Faison Universal Dance 16 – Common – Let Love Tour 27 – The Beach Boys at Hard Rock Rudner: He Said She Said July 6,7 – KCON New York 2019 Experience, 5Plus Ensemble, 17 – 4th Annunal No Place Like Hotel & Casino 31 – Chris Isaak 18 – Blueface Dyane Harvey-Salaam, Juel D. 11 – Billy Joel Home – “Welcome Home” 27 – Chris Isaak at the Tropicana August 27 – I Prevail: The Trauma Tour 12,13 – Jennifer Lopez 18 – School of Rock Casino Lane, Amy Hall Garner Dances, 1 – Herb Alpert and Lani Hall August 24 – Michael Bublé Summer Season Fest August HSA Dance Ensemble – In 4 – Gavin DeGraw 16 – Get the Led Out 25,26 – John Mayer Wells Fargo Center 2 – Frankie Valli at Hard Rock Association with El Barrio 13 – Tony Bennett: The “I Left My 27 – American Cheese Tour with 31 – Khalid 3601 South Broad Street, Philadelphia, Hotel & Casino ArtSpace Heart” Tour Mac Sabbath, Okilly Dokilly, www.wellsfargocenterphilly.com 3 – Stray Cats at Ocean Resort 17 – Black Woodstock 50th August 15 – Summer of Love – Woodstock Playboy Manbaby July Casino Anniversary: Igmar Thomas, 1 – Khalid Free Spirit World Tour Edition 13 – Jeff Lynne’s ELO with Dhani 9 – Brad Paisley at Hard Rock Hotel Talib Kweli, Keyon Harrold 3 – Barbra Streisand 20 – Rock the Yacht 2019 NEW YORK Harrison & Casino and Special Guests in Association 6,7 – Queen and Adam Lambert 22 – Dwight Yoakam 14 – WWE Extreme Rules 9 – Jerry Seinfeld at Borgata Events Central Park SummerStage with Moon31, Future Sounds 10,11 – Hootie and The Blowfish and 27 – Daughtry with Special Guest 20 – Jennifer Lopez Center Various locations, 212-360-2777 18 – The Wailers Featuring Julian Barenaked Ladies Augustana 22 – John Mayer 10 – ABBA The Concert at Resorts July Junior Marvin, DJ Queen 17 – Marco Antonio Solis 30 – Iron Maiden Atlantic City PNC Bank Arts Center 5 – Mighty Sparrow, CASYM Steel Majesty 21,22 – Tame Impala August 16 – Howie Mandel at Hard Rock Exit 116, Garden State Parkway, Holmdel, Orchestra 21 – Carnival of the Animals (Work- 28 – Billy Joel 3 – Queen and Adam Lambert Hotel & Casino 732-203-2500 6 – Ralph McDaniels and Friends in-Progress excerpt) with 29,30 – Jonas Brothers 11 – Khalid with Clairo 16 – Aerosmith at Borgata Events July Soul Jam Featuring Blue Magic Wendy Whelan and Marc 16 – Joel Osteen Center 6 – Disrupt Festival and DJ Hollywood Bamuthi Joseph, Film: Restless PENNSYLVANIA 17 – Keith Urban at Hard Rock 9 – Blink 182 7 – Mr. Eazi, Efya, Blinky Bill, 17 – Backstreet Boys Creature: Wendy Whelan Fillmore Philly Hotel & Casino 11 – Florida Georgia Line DJ Mohogany 19 – Jonas Brothers 27 – The Originals 29 East Allen Street, Philadelphia, 23 – Boyz II Men at Borgata Events 13 – Third Eye Blind and Jimmy Eat 10 – Ximena Sarinana, iLe, Nathy 28 – Shawn Mendes Nikon at Jones Beach Theater 215-309-0150 Center World Peluso in Association with 100 Ocean Parkway, Wantagh, July MASSACHUSETTS 30 – Daryl Hall and John Oats at 20 – Kidz Bop Live! LAMC www.jonesbeachticketoffice.org 5 – Simply Christopher Hard Rock Hotel & Casino 24 – 311 and Dirty Heads 11 – Atercioelados, Diamante House of Blues – Boston July 6 – Travis Scott Night: At The Rodeo 12 Lansdowne Street, Boston, NJ Performing Arts Center 26 – Dierks Bentley Electrico, DJ Dayansita in 11 – Third Eye Blind and Jimmy Eat 1 Center Street, Newark, www.njpac.org 11 – Bass Nation Presents: DMVU www.houseofblues.com 31 – Breaking Benjamin Association with LAMC World July 12 – Oko Society Showcase Hosted July August 13 – 20th Anniversary Latin 12 – 2019 Country Megaticket 13 – Bring It! LIVE – The Dance Battle by Apollo Oko 5 – Anberlin 3 – Thomas Rhett GRAMMYS Celebration in Tickets (Includes All Tour 13 – Cultura Profetica 6 – Pink Talking Fish – A Tribute to 6 – Jimmy Buffett Association with LAMC Performances) 18 – Horizon Foundation Sounds of 13 – Mamma Mia! – ABBA and ‘70s Pink Floyd, The Talking Heads, 7 – Korn and Alice in Chains 14 – Family Day: Railroad Earth, 13,14 – Luke Bryan, Cole Swindell, and the City: Newark Salutes Its Own and Phish 9 – Chris Stapleton Ranky Tanky Dance Party 25 – Horizon Foundation Sounds Jon Langston 9 – The Psychedlic Furs 10 – Bryan Adams and Billy Idol 18 – Lisa Lisa and Cover Girls, 14 – Simply Christopher of the City: The Wailers’ Julian 16 – Wiz Khalifa and French Montana 12 – Culture Profetica 15 – Alice Cooper DJ Lucy Euclid, Hosted by 15 – Flash Mob Pro Presents Mystery Junior Marvin 17 – Dave Matthews Band 13 – Belle and Sebastian 16 – Goo Goo Dolls and Train Skulls August Vinnie Medugno 21 – Kidz Bop Live 16 – Carly Rae Jepsen 17 – Alabama 18 – Radio 104.5 Presents Iration 1 – Horizon Foundation Sounds 19 – Jody Watley, Mobile Mondays, 26 – 311 and The Dirty Heads 21 – Prettymuch Live from Paradise! Summer of the City: New Power 18 – Santana with The Doobie Princess Locekeroo, DJ Joey August 24 – I Prevail Tour with Pepper Generation – Featuring the Brothers Carvello 1 – Nelly, TLC, and Flo Rida 26 – Alceu Valenca Music of Prince 20 – Beck and Cage The Elephant 21 – Thee Ny Night Train: Soul Clap 2 – Dierks Bentley, Jon Pardi, and 19 – Miss May I with The Word 28 – Hellyeah 8 – Horizon Foundation Sounds of 30 – Slipknot and Dance-Off Live Review Tenille Towns Alive 30 – The Struts the City: Charlie Cruz 31 – Brad Paisley with Joanthan Toubin 3 – Train, Goo Goo Dolls, and 20 – Carly Rae Jepsen – The 31 – Bad Religion 9 – Anthony Hamilton and Prudential Center 26 – Lalo Rodriguez, Los Hermanos Allen Stone Dedicated Tour August Jazmine Sullivan 25 Lafayette Street, Newark, 973-757-6000 Moreno, DJ Lucho 4 – Bryan Adams and Billy Idol 21 – The Marias 2 – Red Bull Dance Your Style 10 – Beres Hammond with Special July 27 – Slick Rick, DJ Chuck Chillout 5 – 2019 Ticket To Rock Tickets 23 – Summer Salt 7 – Beres Hammond Guests Maxi Priest and Romain 2 – New Kids On the Block, Salt-N- 28 – Magic System, Smarty, Selma (Includes All Performances) 24 – New Hope Club 21 – Jill Scott Virgo Pepa, and Naughty by Nature Uamusse, DJ Birane 6 – Korn and Alice in Chains 25 – Kill Tony Summer Tour 27 – Flying Lotus

12 THE EXCHANGE www.HMExchange.com JULY 2019 JULY 2019 www.HMExchange.com THE EXCHANGE 13 PERSONAL EXCHANGE Now in December! CALLING ALL HEALTHCARE MARKETERS! Aaron Wattenberg Birthplace: Queens, NY Marital Status: Married (Jaime) “You will face many defeats in life, Children: Ellie (11), Mathew (8) but never let yourself be defeated.” Job Title: Director, eBusiness Development Years in Industry: 18 —Maya Angelou College: SUNY Albany

WHO IS YOUR MENTOR AND HOW DID HE IMPACT YOU? IF YOUR LIFE HAD A THEME SONG WHAT WOULD IT BE? My Uncle Alan Fortier. While he didn’t work in this industry, Humble and Kind – Tim McGraw. he was a tremendously hard worker, traveled quite a bit, and DO YOU HAVE ANY HOBBIES? spent long hours in the office. However, he made time to enjoy Cooking, Fantasy Sports, and Snowboarding. life by taking vacations, staying active with sports, swimming, WHAT IS YOUR PET PEEVE? biking, and he always had a smile on his face. He worked very There is much debate on the subject, but it bothers me when hard when I was young, which has afforded him the ability people use the word “literally” in the non-literal context. Announcing the 5th Annual Healthcare Marketer’s Exchange to enjoy life now. There are also so many people throughout HAVE YOU EVER HAD A BRUSH WITH FAME? this industry who have made an impact on my career over the A few – Jerry Stiller, Patrick Ewing, Jay-Z, Q-Tip (A Tribe Called years, and I thank them for it. They know who they are. Quest), Stephen King. WHAT ARE TWO THINGS ON YOUR BUCKET LIST? Humanitarian Awards IF YOU COULD SEE ANYONE IN Take my family on an African Safari CONCERT, WHO WOULD IT BE? and skiing/snowboarding in Big Sky, I have very eclectic taste in music, so Montana. We continue to be amazed by the many ways the people and companies in our industry give it could vary from Zac Brown Band to back. As a way to acknowledge this giving spirit, we share these inspiring stories through our WHAT WAS YOUR FIRST JOB? Wu-Tang Clan to Dave Matthews Band annual Charity Issue and present the Annual Humanitarian Awards, now in our 5th year. I was a cashier at the A&P supermar- to Childish Gambino. Participate! Nominate a deserving colleague or company. Nominate yourself – what a great ket in Millwood, NY. My first industry WHAT DO YOU THINK IS THE MOST job was as a Media Coordinator at IMPORTANT ISSUE FACING US way to give your favorite charity exposure plus a donation if you win! Kallir, Phillips, Ross (KPR). TODAY? WHO DO YOU MOST ADMIRE Education and its associated econom- 2 TOP PRIZES FOR THEIR HUMANITARIAN OR ics, from the lack of quality schools HME Individual Humanitarian Award CHARITABLE EFFORTS? in low-income neighborhoods to the Chris Long, of the Philadelphia continuous rising costs of colleges and Know anyone who really goes above and beyond to take care of others, lead a movement, Eagles. He donated his 2018 salary universities, to the low wages for teach- raise funds to do good for others? Winner receives a donation toward their favorite charity. to various organizations, including ers, one of the most important jobs in (Nominate yourself and you could win a cash donation for your top cause!) scholarships and other benefits to this country. children in need. WHAT WAS THE BEST PRESENT HME Company Humanitarian Award HOW DO YOU STAY FIT? YOU EVER RECEIVED? Enjoying some family time with Jaime, Mathew, and Ellie. Nominate a company that’s a forerunner in doing good…that bands together to make an That’s a loose term, but I love playing When my wife Jaime and I were dating, basketball for the game itself and she surprised me with a trip to Chicago impact on those in need…a company that truly makes giving back not just an obligation but a the workout. I’m trying to eat better, but pizza always calls to for a Cubs game and long weekend. Terrific present! part of their culture. Maybe it’s your company? Winner receives a cash donation me… WHAT IS ONE THING YOU CAN’T LIVE WITHOUT? to fund further charitable activities. HOW DID YOU GET STARTED IN THE INDUSTRY? My family. 2 Ways to Nominate A childhood friend got me an interview with KPR working as WHAT DO YOU KNOW FOR SURE? a media coordinator with Amy Levinson and Lori Paige. I was That I’m extremely fortunate to be living this life. 1. Go to the Nomination Form on our website, www.hmexchange.com. sold after that. IF YOU COULD WORK DOING ANYTHING IN THE WORLD, 2. Submit your Charity Story directly to THE EXCHANGE at [email protected] and you or WHAT WOULD YOU LIKE TO LEARN TO DO? REGARDLESS OF THE INCOME, WHAT WOULD YOU DO? your company are automatically nominated for the Play the guitar. I’d be the GM of the New York Knicks and finally bring this HME Humanitarian Awards. WHAT IS YOUR FAVORITE WEBSITE AND/OR APP? city its first championship since 1973! Submission deadline is October 1, 2019. I’m a sports fan, so I’m on the ESPN App the most. I’m also a WHAT IS YOUR FAVORITE VACATION SPOT? company man and the MPR App is truly a terrific resource for Martha’s Vineyard – It’s our happy place! We love the beach- And the Winner Is… healthcare professionals. es, biking, food, culture, people, and overall beauty of the Winners will be chosen from all entries by a committee and acknowledged at the Association WHAT WOULD YOU DO OR BUY IF YOU WON THE island. Every time we’re there, we find something new to love about it. of Medical Media (AMM) 2020 Nexus/HME Humanitarian Awards. LOTTERY? Nominations will be published in the 2019 Healthcare Marketer’s Exchange After making sure my family was set for life, I’d get a house on Martha’s Vineyard for the summer, an apartment in New York Aaron Wattenberg is Director, eBusiness Development, Hay- December Charity Issue. City for year-round, and start the search for a place in the win- market Media, Inc., 275 7th Avenue, New York, NY 10001. He Entries will be judged anonymously. ter. The rest would go to charitable organizations and funding can be reached at [email protected] or schools. Enjoy life! 914-450-4657.

JULY 2019 www.HMExchange.com THE EXCHANGE 15 While primary care physicians receive stacks of medical journals ALWAYS IN addressed to them, only a handful are scanned and even fewer are read cover to cover. That’s where American Family Physician is THEIR HANDS. different. It helps physicians make the decisions that matter—for their NEVER LOST IN patients and their practices—through peer-reviewed, evidence-based clinical reviews that they know and trust. Ranked 1st in cover-to-cover THE STACK. readership1 and the essential journal in primary care,2 AFP is your best choice to reach engaged physicians.

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1KANTAR, Primary Care Medical/Surgical Readership Study, June 2019 2The Essential Journal Study in Primary Care, The Matalia Group, January 2019.