Calls for Industry Changes the HBA Honors Rising Stars

WOTYTh e HBA 2005 Photo Spread See pages 6–7

THE NEWSLETTER OF THE HEALTHCARE BUSINESSWOMEN’S ASSOCIATION Required Experience for Healthy Careers MAY/JUNE 2005 The HBA Celebrates Honorees at WOTY Event; Calls for Industry Changes Susan Youdovin Noting how the “passion and President B&Y Communications, LLC compassion for healthcare that brought us all into this field” is NEW YORK, NY—Nearly 1,500 mem- now driving change in the in- bers and friends of the healthcare industry dustry, Blackwell urged everyone gathered to applaud this year’s honorees— to tell personal stories of lives Woman of the Year (WOTY), Lynn changed by healthcare advances O’Connor Vos, Honorable Mentor Mick and talk about “the good work Mosebrook (represented by Kathleen we do.” Donovan) and Star Volunteer Donna Ramer—at the 2005 WOTY celebration Woman of the Year: 2005 HBA Woman of the Year LYNN O’CONNOR VOS, Lynn Vos Grey Healthcare Group, and SIR MARTIN SORRELL, WPP, with on May 12th at the New York Hilton. “The HBA Immediate Past President and WOTY Committee Co-Chair Woman of theYear event is a visible demon- Presenting Lynn O’Connor DARIA O. BLACKWELL, Knowledge Clinic, Inc. stration of the strength and passion that is at Vos as the 2005 HBA Woman the heart and soul of the industry,” said of the Year, Blackwell applauded her true in the world, into a formidable organiza- Debra Newton, National HBA President- entrepreneurial spirit. She is the third woman tion with 42 offices in 16 countries, and Elect, Co-Chair of the WOTY Committee from the agency side to win this honor, fol- more than $1 billion in billings. and President of NewtonEdge, Inc. lowing Jane Townsend in 1991, and Vos paid tribute to her mother, whom Daria Blackwell, National HBA Imme- Maureen Regan, who won in 1997. Sir she lost to ovarian cancer, her family, col- diate Past President, Co-Chair of the WOTY Martin Sorrell, CEO, WPP, introduced leagues, 1998 Woman of the Year Kathy Committee and President, Knowledge Vos, who has built the Grey Healthcare Giusti, who spurred Vos’s involvement with Clinic, Inc., articulated the theme of change. Group, one of the fastest growing agencies turn to 2005 WOTY EVENT on page 6

SARA BARNETT Director, Marketing Communications The HBA Honors Rising Stars Unlimited Performance Training, Inc. he “Rising Star” Award recognizes women from the HBA’s corporate member companies whose outstanding accomplishments make a difference in JUDITH BRITTON T the industry and inspire others. Fifty-two Rising Stars were honored at the 2005 Senior Vice President, Account WOTY event—congratulations one and all! Group Manager Regan Campbell Ward CATHI AHEARN DIANE BAISCH Group Product Manager, Avastin Senior Vice President, Group JANE BYUN Marketing Account Director Vice President, Account Services Genentech, Inc. Saatchi & Saatchi Healthcare MedLearning Inc. Advertising

MEG AINLEY DENISE A. COOKE Publisher NANCY BARBOUR District Sales Manager Advanstar Medical Economics Associate Director, Biopharmaceutics Organon Pharmaceuticals USA Inc. Bristol-Myers Squibb Company

NATASHA ALAM REBECCA COTTON Director, Client Services EINA D. BARNES Senior Director, Market Research Medsite, Inc. Vice President ImpactRx Bench International turn to HBA 2005 RISING STARS on page 12

www.hbanet.org is published bimonthly for the members of the SCHERING-PLOUGH HOSTS METRO CHAPTER MARCH EVENT Healthcare Businesswomen’s Association, 373 Route 46 West, Bldg. E, Suite 215, Fairfield, NJ 07004. Phone: (973) 575-0606 Fax: (973) 575-1445 E-Mail: [email protected] Web: www.hbanet.org 101 Unconscious Mistakes Women EDITOR Britta Herlitz MANAGING EDITOR Joanne Tanzi Make that Sabotage their Careers CONTRIBUTING EDITORS Rosemary Azzaro Wendy Hauser Kim A. Rowe Margaret Gardner perfect, and being perfect isn’t necessary ART DIRECTOR President, Global Medical Communications LLC for success. DeborahAnne Chingas Sandke ADMINISTRATIVE COORDINATOR 5. Skip Meetings. Don’t view these as a Rosanne Gogerty KENILWORTH, NJ waste of time, but as a way to network, Please send correspondence regarding the —Women who cling HBA Bulletin to Joanne Tanzi at the above address. to behaviors reinforced by messages they re- find out what’s going on and be seen. HBA BOARD OF DIRECTORS ceived as young girls may be hampering their 6. Minimize Their Work or Position. As PRESIDENT—Barbara M. Pritchard, President, The long-term career success, according to Lois girls we’re taught not to brag, not to ask Pritchard Group & Intermedica, Inc PRESIDENT ELECT—Debra L. Newton, President, Frankel, PhD, executive coach and author for things and to believe we’ll get what NewtonEdge, Inc. FIRST VICE PRESIDENT—Patricia F. Pesanello, of the provocative career book, Nice Girls we deserve. But the world doesn’t work Solutions Partner & Chief Knowledge Officer, BusinessEdge Solutions, Inc. Don’t Get the Corner Office: 101 Unconscious that way. Every professional woman is a SECOND VICE PRESIDENT—Elizabeth M. Mutisya, Mistakes Women Make that Sabotage Their brand and we need to market ourselves. MD, Vice President Medical Affairs, Cephalon, Inc. IMMEDIATE PAST PRESIDENT—Daria O. Careers. 7. Couch Statements as Questions. In- Blackwell, President, Knowledge Clinic, Inc. TREASURER—Cathy Kerzner HBA members were treated to an excit- stead, we should be assertive and inclu- SECRETARY—Ceci Zak, Director of Customer Marketing, Roche Laboratories, Inc. ing, informative, and interactive session with sive. “I believe we need to change the DIRECTOR, ADVISORY BOARD—Tamar Howson, Dr. Frankel during Metro Chapter’s March marketing strategy. What do the rest of SVP, Corporate & Business Development, Bristol- Myers Squibb Company 22nd evening seminar, sponsored by you think?” That sounds more credible DIRECTOR OF CORPORATE DEVELOPMENT— Mary E. Cobb, CEO/President, PACE, Inc., a Lowe Schering-Plough Corporation. The capacity- than asking, “Do you think we should Healthcare Company DIRECTOR OF NEW INTIATIVES—Linda DaSilva, filled event was held at the company’s change the marketing strategy?” MS, RPh, Director, Pharmacy & Trade Relations, Eisai Inc. Kenilworth, NJ, headquarters. 8. Fail to Network. Having lunch with co- DIRECTOR OF MARKETING COMMUNICATIONS— Ilyssa Levins, Managing Partner, BrandEdge Even though as professionals we have workers is much more valuable than eat- DIRECTOR OF MEMBERSHIP DEVELOPMENT— Kimberly Farrell, CEO/President, Unlimited grown to be smart, capable women, we still ing alone at your desk to finish a project. Performance Training, Inc. DIRECTOR OF PUBLIC AFFAIRS—Donna Ramer, occasionally do “dumb” things on the job— It is critical to be continually building President, StrategCations, Inc. often because of the messages we received as relationships, because when you really DIRECTOR OF RESEARCH—Lisa Courtade, Director, Business Information & Research, Merck & Co., Inc. girls throughout our childhood, according need a relationship, it’s often too late to DIRECTOR OF SPECIAL EVENTS—Lynn O’Connor Vos, CEO, Grey Healthcare Group, Inc. to Dr. Frankel. Some of those messages? build it. PAST PRESIDENT—Nancy Larsen, President, PROmedica Communications, Inc. Don’t ask—wait for things to be given to 9. Be the Conscience. Our coworkers don’t ATLANTA CHAPTER PRESIDENT— Deborah Coogan Seltzer, Senior Vice President, you. Don’t be too aggressive. Wait your turn. need us to be their conscience or their Boyden Global Executive Search Play fair. mother. BOSTON CHAPTER PRESIDENT—Joanna Horobin, MD, President & CEO, U3Pharma Dr. Frankel shared her “top ten” list of 10.Take Up Too Little Space and Time. METRO CHAPTER PRESIDENT—Sharon Callahan, President, Summit Grey the “dumbest” things smart women do as Speaking quickly or not fully defining your SAN FRANCISCO CHAPTER PRESIDENT—Pam Yanchik, Senior Director, R&D Finance, Genentech, Inc. professionals: position gives the impression you don’t CHICAGO CHAPTER PRESIDENT—Heather Mason, Vice 1. Pretend It Isn’t a Game. Business is a deserve to be heard. State your position, President, Specialty Operations, Abbott Laboratories INDIANA CHAPTER PRESIDENT—Teresa Pascarelli, game, and we need to know the then give three reasons why you believe President & COO, DCL Medical Laboratories MID-ATLANTIC CHAPTER PRESIDENT—Susan organization’s boundaries and strategies. what you do. Speak slowly and deliberately. Torroella, President, Columbia MedCom Group EXECUTIVE DIRECTOR—Carol Davis-Grossman, To be competitive, we need to push the Don’t go into every detail. Balance the fact Healthcare Businesswomen’s Association boundaries and use the entire playing that “short sounds confident” but too short NATIONAL DIRECTOR—Karla Gonye, Healthcare Businesswomen’s Association field. By contrast, playing fair and wait- sounds arrogant. For related information, HBA NATIONAL COMMITTEE CHAIRS ing our turn often artificially limits our see article on page 3. ADVISORY BOARD—Tamar Howson ability to play the corporate game. ASSOCIATION RELATIONS—Eve Dryer CHAPTERS/AFFILIATES—Patricia F. Pesanello 2. Make Miracles. Although having a can CORPORATE DEVELOPMENT—Mary E. Cobb INITIATIVE DEVELOPMENT—Cindy Johnson and do attitude is important, it’s also impor- Marilyn Mitchell tant to manage expectations. Hard work LOOKING FOR A LEADERSHIP CONFERENCE—Susan Torroella NOMINATING—Daria O. Blackwell isn’t the sole criterion for moving for- NEW MEMBER? PROMOTIONS ward. It’s not necessary to work beyond Newsletter—Britta Herlitz Marketing—Angela Kemp the baseline and do things our male For a complete list of new Web Site—Debra L. Newton PUBLIC RELATIONS—Donna Ramer counterparts wouldn’t do. HBA members throughout the country, STRATEGIC PLANNING—Tamar Howson 3. Acquiesce to Authority. Again, know WOTY—Daria O. Blackwell and Debra L. Newton visit www.hbanet.org and use the boundaries wisely. 4. Strive for Perfection. We can’t ever be REQUIRED EXPERIENCE FOR HEALTHY CAREERS 2 www.hbanet.org HBA Bulletin May/June 2005 ATLANTA CHAPTER SPRING EVENTS ity of clothing in order to make smart choices and how to pull together a pro- Atlanta Chapter Steps Out fessional look. Networking Event Blends Confidently Structure and Flexibility from the proper side to attach those On April 18th, HBA Atlanta hosted Deborah Coogan Seltzer pesky but important name tags (the a networking event at the Ritz-Carlton, President, HBA Atlanta Chapter; Sr.VP, right side so that when someone shakes Buckhead. With an able assist from our Boyden Global Executive Search your hand it is directly in their sight colleagues in the Boston Chapter who line), to appropriate handling of cell shared information on their own recent ATLANTA, GA—Two great speakers phone calls. networking program, Eileen Woods, joined forces to present Buff Up Your Smith also provided a few tips on Managing Partner, Agentive Sales and Image: Dress and Etiquette for Success, dressing professionally, which served as Marketing Solutions, President-Elect, on March 23rd. Cissy Smith, Founder a perfect segue into the second part of HBA Atlanta, led the audience through and President of Steps Ahead, helps in- the evening, led by Kimberly Samon, a session that struck just the right blend dividuals and business professionals a founder of Olivia Litton Interna- of structure and flexibility. Everyone achieve a greater measure of success tional, a custom-made apparel and im- met new colleagues and learned more using the skills necessary to generate age coaching company. Samon offered about those they already thought they positive impressions. She gave practi- advice on how to dress for different knew! The event also served as a mem- cal and timely advice on everything body types, how to evaluate the qual- bership drive, with the added incentive of a gift certificate to the new member whose name was pulled from a hat at the end of the evening. Jeanne Marie WYETH HOSTS HBA BOSTON’S SOLD-OUT SPRING EVENT Leahy of Novoste was our winner in that category. Also winning a gift cer- Noted Author and Corporate Coach tificate was Andrea Youngstrom of Solvay who referred the most new Advises How to Get the “Corner Office” members that evening. CAMBRIDGE, MA—The first sold out event of HBA Boston history was Atlanta has a number of programs held on March 17th. scheduled through the balance of the year. Visit www.hbanet.org and access The program featured keynote speaker, Lois P. Frankel PhD, author and Presi- dent, Corporate Coaching International. Dr. Frankel’s presentation was based on the Atlanta Chapter site. her best-selling book Nice Girls Don’t Get the Corner Office: 101 Unconscious Mis- takes Women Make That Sabotage Their Careers. (Dr. Frankel was also the guest ATLANTA MEMBERSHIP speaker at a highly successful HBA Chicago event last year as well as at the HBA NUMBERS ON THE RISE Metro Chapter’s March seminar—see article on opposite page.) Dr. Frankel discussed three reasons why women feel powerless: childhood HBA’s Atlanta Chapter is enjoying messages, social reinforcement and media stereotyping. What’s a girl to do? strong momentum, as witnessed by Dr. Frankel gave seven recommendations such as: 2005 membership, which already ● Visualize yourself as you want to be; surpasses 2004 levels. The chapter ● Surround yourself with a Plexiglass shield and has built a solid foundation of ● “Get in the game!” stalwart, multi-year members, but In addition, she provided attendees with 10 Coaching Quick Tips to en- has also seen growth from new hance professional success that included: sectors. Beyond employees of local ● Set realistic daily or weekly goals; companies, the chapter has seen an ● Keep a database of network relationships and increase in meeting attendance on the ● Have a life outside of work. part of “distance employees” of firms Thank you to Jean Fletcher, Director of Human Resources, Wyeth Re- headquartered elsewhere—and these search, for championing the event and to Steve Projan, VP, Wyeth Research, women have liked what they have for securing Wyeth as host. This event was generously sponsored by: Wyeth, seen and are joining the HBA. Bristol-Myers Squibb Company, Dorland Global Health Communications, Upcoming membership initiatives Palmer & Dodge LLP, Covance, Decisions Research America, and will help move this chapter to the Synergem. Graphics were generously provided by Anemone Graphics. next level.

HBA Bulletin May/June 2005 www.hbanet.org 3 CLASSIFIED ADVERTISING

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HBA CALENDAR OF EVENTS SPEAKERS WANTED FOR HBA SPEAKERS BUREAU

JULY 19, 2005 We are gauging the level of interest among members to take part in an HBA Speakers RESEARCH TRIANGLE PARK AFFILIATE Bureau. As a first step, we’ll be interviewing Evening Seminar interested parties and evaluating what it will The Fine Art of Self-Promotion— take to implement such a bureau. “Getting Noticed, Getting Heard, Getting Credit and Getting Chosen” Details to follow Interested in speaking at an HBA event, external industry meetings or at JULY 27 & 28, 2005 corporate member facilities? We are METRO CHAPTER identifying potential speakers for one or Career Development Conference more of the following venues: “All the Right Moves” A. Internal HBA meetings and Bridgewater Marriott seminars. 700 Commons Way B. External Industry Opportunities, Bridgewater, NJ 08807 such as healthcare conferences. Open to all HBA members. SEPTEMBER 15, 2005 C. HBA Corporate Member Seminars METRO CHAPTER Evening Seminar We are also identifying potential expert Details to follow speakers who may be referred to healthcare 5:30 PM - 8:15 PM companies for internal corporate seminars Pfizer Inc and meetings. Open to HBA members that 235 E. 42nd St are not employed by pharmaceutical com- New York, NY 10017 panies, such as graduate-level professors, coaches, mentoring specialists, negotiation NOVEMBER 7 & 8, 2005 experts, independent consultants, diversity NATIONAL specialists and others who may have special HBA Leadership Conference skills or services to support staff development. Details to Follow When applying via email, please specify Renaissance Harborplace Hotel the topics in which you specialize and re- 202 East Pratt Street lated skill sets. Please also include any for- Baltimore, MD 21202 mal public speaking training you have had, and the size of the largest group to which you have spoken. For additional details and the most Interested applicants may contact: current information, go to www.hbanet.org Linda DaSilva, MS, RPh [email protected] or 201-287-2061

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(Left to right) HEIDI HUNTER; NEIL WOLF, Grey Healthcare Group; (Left to right) FAITH OSBORN, NewtonEdge, Inc.; DEBBIE MCCOLLOUGH, MARY COBB, PACE Inc.; WILLIAM PECOVER, Haymarket Medical; and sanofi aventis; LYNN O’CONNOR VOS, Grey Healthcare Group, Inc.; and NANCY LURKER, Impact Rx. HBA Rising Star TAMRA MICCO, PACE Inc.

(Left to right) (Left to right) BARBARA BLASSO, SHELLIE CAPLAN, International Meetings Caplan Associates; & Science; and HBA with LORI RYAN and WOTY LYNN DAVID EPSTEIN, O’CONNOR VOS; with both of Novartis HBA Rising Star Pharmaceuticals; and CIRA MONTREYS and BARBARA SCHMIDT-KEMP, ELIZABETH ROBINSON, Ernst & Young. both of International Meetings & Science. (Left to right) ROB AMORESE, GHG-Summit Grey; EVE DRYER (center), KRISTEN CULLEN, Vox Medica, with Daiichi Pharmaceuti- SARAH HARRISON (left) cal; JONATHAN BRODY, and FRANK KONDRAD Grey Healthcare (right), both of Group; and JANICE AstraZeneca ARNOLD, Daiichi Pharmaceuticals. Pharmaceutical.

2005 WOTY EVENT from page 1 vide useful information that prompts pa- Honorable Mentor: the Multiple Myeloma Research Founda- tient involvement in their own care. “Let’s Mick Mosebrook tion and Phil and Donna Satow, whose son’s make better use of it so consumers can J. Patrick Kelly, President, US Phar- suicide led to the creation of The Jed Foun- make the sensible and essential choices maceuticals, and VP, Pfizer Inc., spoke dation. She spoke of the HBA as “a growing they need to lead healthier lives.” Vos about the selection of Mick Mosebrook, voice of influence in the industry at a time called for using what the industry knows EVP, S ales, US Pharmaceuticals, at Pfizer, when we need more honest dialogue.” Point- to educate doctors on how to be better as the HBA Honorable Mentor. Mentors ing to the industry’s plummeting reputation, communicators with patients. “A full like Mosebrook, said Kelly, “teach us the Vos challenged the audience to “re-invent dose of education is what builds trust.” most critical lessons of leadership: the the model” and gave her prescription for 3. Ask Your Doctor. But, said Vos, the human lessons, which can’t be taught in change: industry isn’t asking them enough. a book or a classroom.” He cited 1. Take Only as Directed. Lead with full “Our relationships have been entirely Mosebrook’s role in creating “Women in disclosure. “People want more infor- too transactional,” she said. Doctors Sales Leadership,” which inspires, devel- mation, and we should bring it on in don’t need more data; they need em- ops and supports women in seeking and a frank and honest way they can un- pathy, support and a partnership— filling these roles. derstand.” Vos noted that Grey “that’s what builds trust.” Kathleen Donovan, VP, Human Re- Healthcare’s own studies show that the 4. Communicate. Be an emissary. “As an sources for US Pharmaceuticals at Pfizer, more consumers understand about industry, we’ve got to do a better job of accepted on behalf of Mosebrook, who risk, the more likely they are to ask for communicating who we are, what we was unable to attend. She said he was an advertised drug. stand for and the value we deliver if we delighted to be honored, but “to Mick, it 2. Deliver the Maximum Dose of Edu- want to regain the trust.” Vos meant ev- has always seemed like common sense to cation. Vos cited a Kaiser Foundation eryone. “The reputation of this industry want to give everyone with talent, ability study finding that the majority of con- is built by the thousands of actions and and motivation the opportunity to per- sumers believe pharmaceutical ads pro- interactions we have every day,” she said. form at their full potential.”

6 www.hbanet.org HBA Bulletin May/June 2005 HBA WOTY SIR MARTIN SORRELL, HBA National HBA WOTY Committee Co-Chair 2005 HBA Woman of the Year WPP. President Committee Co-Chair and National BARBARA M. and Immediate President-Elect LYNN O’CONNOR VOS PRITCHARD, The Past President DEBRA NEWTON, Pritchard Group & DARIA O. BLACKWELL, NewtonEdge, Inc. Grey Healthcare Group, Inc. Intermedica, Inc. Knowledge Clinic, Inc.

Honorable Mentor

Star

Volunteer

J. PATRICK KELLY (center), US Pfizer Inc, looks HBA National Director of Public Affairs 2005 HBA Woman of the Year on as KATHLEEN DONOVAN (far right) accepted DONNA K. RAMER (left), StrategCations, Inc., LYNN O’CONNOR VOS with her family. the Honorable Mentor Award for MICK accepted the Star Volunteer Award from HBA MOSEBROOK from DEBRA NEWTON (far left). Immediate Past President DARIA O. BLACKWELL.

National HBA President Barbara women, and the training, networking and structured to accommodate it, and builder Pritchard, President, The Pritchard Group mentoring that takes place at the chapter of the very successful annual HBA Leader- & Intermedica, Inc., also spoke about the level as well as the National Leadership Con- ship Conference legacy.” Ramer com- role of women in changing the definition of ference. mented, “I truly believe in giving back to leadership from “power, control and author- society, particularly in the two important ity” to one that describes the day’s honorees, Star Volunteer: Donna K. Ramer areas of women and healthcare. The HBA 52 Rising Stars and nearly 2500 HBA mem- Blackwell introduced 2005 Star Volun- has given me the opportunity to break bers from New York to California: “Taking teer Donna K. Ramer, National HBA Di- out of traditional silos and work across responsibility, giving support, getting in- rector of Public Affairs, Chair of the 2004 the organization, plus establish lifelong volved, effecting change, maintaining integ- Annual Leadership Conference and Presi- friendships—the icing on the cake.” rity and always learning.” She lauded the dent, StrategCations, Inc. Ramer was hon- Melissa Wendt, Hood Marketing So- development of national programs target- ored as “the keeper of the HBA image, dis- lutions, Director of Membership for the ing corporate sponsors, including a seminator of the message to industry when HBA’s Atlanta Chapter and a member of mentoring program for director-level the HBA faced enormous change and re- the National HBA Membership Com- mittee, spoke for many when she said she THE CHALLENGE TO RE-INVENT OURSELVES FROM felt privileged to be at the event, espe- 2005 HBA WOMAN OF THE YEAR LYNN O’CONNOR VOS cially “to see people from all over come “ The environment today—and the challenges we face—are more complex than ever. We need together to celebrate the growth of the a new model; a bold, forward-thinking and compassionate agenda: HBA.” Wendy Blumenstein, Principal, ● One that puts us squarely on the side of patients and solidly behind physicians. Momentum Partners, New Hope, PA, ● One that acknowledges full risk disclosure is good for business. was most taken with Vos’s speech. “I ● One that embraces truly effective communication as a foundation for advancing human health. thought her words were exactly the right ● And, finally, one that recognizes, after all, human relationships are built on trust, not science. The question: ‘How would we re-invent that model today if we were just getting started?’ ” focus for the industry,” she said. “I want to be part of that.”

HBA Bulletin May/June 2005 www.hbanet.org 7 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 SKILLS FOR SUCCESS your next targeted level of accomplishment. The New Frontier: The Doctor-Patient Encounter Charlene Prounis tions programs that target both doc- pressions of concern and good will. Co-President, Flashpoint Medica tor and patient. Empathy and reciprocity are key Direct-to-Consumer (DTC) and Di- components of each communication A doctor is finishing a consultation rect-to-Patient (DTP) marketing efforts element. For example, “building a re- with a patient: can only do so much. DTC drives pa- lationship” involves using words that “You still have elevated hypertension tients to request specific medications show concern and making eye contact. even though you are taking one drug al- or bring up medical conditions with “Opening the discussion” means allow- ready. Take this medication as well and their doctors, and DTP targets patients ing patients to complete their opening come back in two months for a check- in their home often via the web with statements without interruption. Phy- up,” the doctor tells his patient. He education and follow-up materials. sicians may consider beginning their scribbles out the name of the medica- However, the crucial moment occurs visits with a patient’s narrative by ask- tion on a notepaper and hands it to the when the patient and doctor are inter- ing open-ended questions. There are patient. The patient hesitates and is acting. In fact, researchers have found plenty more of these types of “tips” to about to speak but sees the doctor has that the single best predictor of medi- help make the encounter stronger. his hand on the doorknob. cation compliance is a patient’s percep- Walking toward the door, the patient tion of the physician’s interest in him The Role of Marketers says, “Excuse me, doctor?” her voice, al- or her as a person. Called “the thera- Besides understanding the complex most inaudible. peutic alliance,” one study found that dynamics of the DPE and being able Distracted, the doctor asks, “Do you 74% of patients with poor therapeutic to distill research-based principles into need something else?” alliances failed to comply fully with educational and evaluative programs, “No,” she says quickly and leaves, de- their medication regimens while only marketers need to understand what it feated and frustrated. 26% of patients with a good therapeu- takes to get patients in the right tic alliance with their doctors were mindset. And of course, literacy, lan- What went Wrong Here? noncompliant. guage proficiency and culture must be ● The patient did not have an opportu- Since the early 1990s, researchers have taken into consideration. nity to ask the questions that concern been building a robust body of evidence For example, a DPE-specific market- her most: What does this mean? Do I about the effect of doctor-patient com- ing tools could be a waiting room book- have a serious health problem? What munication on health outcomes. Part of let, “What to Ask the Doctor.” Serving should the number be? How long will I this research has focused on specific tech- as a patient guide for the office visit, this have to take this extra drug? niques that enhance DPE. resource serves several purposes: ● The doctor and the patient did not 1. A timely, immediate reminder for come to a mutual agreement. Strategies for Enhancing the DPE questions patients may already have. ● The doctor did not display empa- Both patients and doctors play im- 2. Reinforcement of the importance of thy either verbally or with body lan- portant roles in the DPE process. Pa- asking questions and clarifying facts. guage. tients need to be better prepared for 3. If translated into different languages ● Because she has not received ad- their visit. This process begins with with accompanying English transla- equate advice, the patient decides to putting them into the right mindset; tion, it can facilitate communication “try the medication for a couple of making them more comfortable talk- and enhance overall comprehension, weeks to see what happens.” ing with their doctors and making them whether or not the doctor speaks the What happens is noncompliance aware of what questions to ask to be- second language. and therapeutic failure. gin a meaningful dialogue. The waiting room is the ideal set- In the final analysis, marketers who The Doctor-Patient Encounter ting to prepare for their DPE, especially understand the dynamics of the DPE The Doctor-Patient-Encounter if there is material that can help them can create and strengthen brand value, (DPESM) is the new frontier—a ma- raise important questions and discuss enhance adherence and encourage pa- jor opportunity for marketers to help their therapeutic options. tients to make healthier decisions. doctors and patients communicate Doctors, on the other hand, need to better for improved compliance and learn new communication styles and how Contact Charlene Prounis at Flashpoint Medica adherence by creating communica- to inject greater empathy, along with ex- [email protected].

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Fresh thinking for a change™

An independent company of the Corbett Accel Healthcare Group, an Omnicom Group Company tribute individually to restoring trust Restoring Public Trust in the in the industry. Below are some of the ideas that emerged: Pharmaceutical Industry ● Shift the paradigm. Move from championing pharma as an industry that treats illness to one that Marie Tartaglio, MEd ing the public is to trust the indus- promotes wellness. Director Training & Learning Strategy, try, observed Beth Herskovits, Scientific Advantage, LLC Health Reporter, PR WEEKLY. Be- ● Empower employees at the cause HBA members are better in- grassroots level. Keep them in- PHILADELPHIA, PA—In the largest formed on the issues than most formed of the issues through “Lunch turnout for an HBA Philadelphia-based people, “we should not hesitate to & Learn” or similar programs. evening seminar in five years, speak up in a positive ● Use ambassadors to build good 160 members and guests manner,” she said. will. Consider training employees gathered on April 13th to “Partners are “Employees, properly and clinical trial participants to discuss “Restoring Public briefed, are a real vehicle serve as ambassadors in their local Tr ust in the Pharmaceutical the key to to communicate value,” communities. Industry,” sponsored by added panel moderator ● GlaxoSmithKline (GSK) success in Catherine A. Sohn, Let the word go forth. Focus on and held at the company’s PharmD, Sr. VP, WorldWide communication that allows any Philadelphia headquarters. a reputation Business Development & pharma employee to deliver a posi- Christopher Viehbacher, Strategic Alliances, GSK, tive message that resonates. Use as President, US Pharmaceuti- campaign.” Consumer Healthcare. many conduits as possible. cals, GSK, delivered a dy- Breakout sessions fol- ● Leverage Existing Resources. Utilize namic keynote on how in- lowing the panel enabled your company’s sales representatives, dustry leaders are respond- HBA members to who have access to healthcare pro- ing to the current onslaught of nega- strategize and leave the event energized fessionals at every level, to deliver a tive publicity. It is imperative that with new ideas on how they could con- positive message. pharmaceutical companies put the emotion back into the messages they send, Viehbacher said. “For far too long we have not been talking to them, but rather past them, and therefore not Mid-Atlantic Chapter Members connecting.” “Trust, not drug costs, not re-impor- Get Noticed tation, is the most critical issue our industry faces today,” said Donald COLUMBIA, MD—It has been a busy spring for HBA Mid-Atlantic Chap- Phillips, PharmD, CEO, Vox Medica, ter members! one of three panelists who shared their Jann Keenan, Ed.S, President, the Keenan Group, Inc., received a perspectives. Phillips believes part of Governor’s Citation and a Legislative Black Caucus of Maryland Citation the solution rests with being more infor accomplishments in teaching and promoting Health Literacy in Mary- clusive of all healthcare providers, in- land. Keenan presented on the topics of cultural considerations, health lit- cluding physicians, pharmacists, and eracy and reducing health disparity at four venues this spring. nurses, in communicating the value of Katina Rojas Joy, a pharmaceutical sales specialist with Novartis Oncol- the industry. ogy was selected as a panelist for the “Latino/Hispanic Cancer Disparities “Partners are the key to success in Conference: Closing the Gap.” The conference will take place at The George a reputation campaign—partners Washington Cancer Institute on October 31st. who are empowered, educated, and On May 18th, Susan Torroella received the Maryland’s Top 100 Women equipped with materials,” added pan- Award. Maryland’s Top 100 Women Award was created 10 years ago to draw elist Nancy J. Pekarek, VP, US Cor- attention to the contributions being made by women throughout our state. porate Media, Corporate Communi- This annual program is designed to recognize women who not only have cation, GSK. “Reputation is not achieved professional success, but who also have contributed to bettering based on what we say, but rather on the communities in which they work and live. Additionally, they play an what we do.” active role in mentoring the younger generation of businesspeople. Susan’s The more visible and honest the contributions within the Mid-Atlantic specifically included her work with industry’s leadership is, the more will- HBA.

10 www.hbanet.org HBA Bulletin May/June 2005 Figuring Out HBA Indiana Board Member Finances, Promoted to Director of US Funding and Regulatory Affairs at Eli Lilly and Futures Company

Jennifer Curtis INDIANAPOLIS, IN—Cheryl Beal life,” Anderson said. “Likewise, the Director, Communications, Columbia Anderson, Secretary, HBA Indiana HBA is an organization that invests in MedCom Group Chapter Board of Directors, has been the development of women. promoted to Director, US Regulatory “Through the HBA, I have been WASHINGTON, DC—Motivated Affairs (USRA) at Eli exposed to diverse women members turned out in droves for the Lilly and Company. She in various leadership roles Mid-Atlantic’s May event: Balanced is responsible for regula- “I truly believe in the healthcare business. Checkbooks: Financial Insights for Personal tory affairs for oncology, The HBA provides career and Professional Success, where three suc- cardiovascular and phar- that the HBA development tools, educa- cessful executives provided stellar fiscal macogenomics. She will is required tional programs and net- advice to take members from the home also provide regulatory working events, and creates office to the corporate board room. leadership and supervi- experience for a forum for women to in- Maureen Bigger, West Financial sion of the USRA staff a healthy spire and aspire to greatness Group, discussed “What Every Woman in these areas. In her within their business goals. Should Know About Personal Finances.” new role, she will report career.” I truly believe that the Bigger reviewed such key issues as how to the VP of USRA. HBA is required experience much money to have in savings, how “I am fortunate to have for a healthy career. It is my much you should be saving for retirement always had strong women leaders who privilege to serve the HBA—because and how to negotiate for total compen- were willing to invest in my personal to whom much is given, much is sation, including salary and bonuses. and professional development all my required.” Lori Ryan, Executive Director, Stra- tegic Planning & Business Analysis, Novartis Pharmaceuticals, spoke about “Holding Your Own in a Board Room” Chicago Chapter Fulfills and helped ease attendees’ confusion over the complexity of financial statements by 2005 Promise with a Full Spring reviewing concepts such as P&L, bottom line, cash flow, and EBITDA. Program Schedule Lota Zoth, MedImmune’s Sr. VP and CFO, rounded out the program CHICAGO, IL—The HBA Chicago Chapter’s efforts have generated three ex- by helping attendees assess what goes citing events that fulfill the chapter’s goal of offering programs that provide per- into “Taking a Company Public.” sonal and professional development and career advancement. “Hearing these women talk about the In April, Victoria Medvec, Executive Director of the Center for Executive ways in which these financial decisions Women at Kellogg Graduate School, Northwestern University, addressed the affect our careers and our lives really chapter. Medvec is an award-winning educator who strives to change the face of helped me relate,” said one HBA mem- corporate leadership through innovative programs. ber, “I was so inspired, I went home A follow-up spring program featured: Elaine Leavenworth, VP, Government and tackled the dreaded end-of-month Affairs, Abbott Laboratories, and Connie Woodburn, Sr. VP Professional & accounting.” Government Relations, Cardinal Health, who spoke on the dynamic relation- Special thanks to the speakers, as well ship between government and the healthcare industry. as Laurel Marketing & Design, Global Meeting Partners, Mount Vernon Looking Ahead to the Fall… Printing Company, Foley and Lardner, A fashion show sponsored by Neiman Marcus featuring Dana Buchman and Zeno Group, and Columbia MedCom Ellen Tracy is planned for October in support of breast cancer research and treat- Group, for their generous support of this ment. This unique program was designed to bring together women in healthcare program. dedicated to making a difference in peoples’ daily lives.

HBA Bulletin May/June 2005 www.hbanet.org 11 2005 RISING STARS from page 1

HBA Research Triangle Park CHRISTINE D’APPOLONIA Senior Vice President / Account Group Supervisor Affiliate Kicks Off First Year Lyons Lavey Nickel Swift, Inc.

Patrice Ferriola, PhD President, HBA Mid-Atlantic Chapter; TIA DEBON President, KZE PharmAssociates and Nancy Wysenski, President, EMD Vice President and Publisher, Pharmaceuticals and HBA RTP Affili- Custom Programs Dowden Health Media RESEARCH TRIANGLE PARK, ate Founding President. NC—More than 150 healthcare pro- “Our core goals include develop- fessionals were introduced to the ment of leadership skills, fostering NANCY DRESCHER Executive Vice President, HBA at the May 10th celebration mentoring relationships and provid- Group Managing Director launch of the HBA’s newest affiliate ing opportunities for networking in Cline Davis & Mann, Inc. in Research Triangle Park (RTP), just order to further the advancement of six weeks after the affiliate was ap- women in the healthcare industry,” LYN FALCONIO proved on March 23rd. Pritchard told the audience. Executive Vice President, Torroella, who is the men- General Manager tor for the RTP Affiliate Grey Healthcare Group, Inc. and who has been an in- valuable resource to the LUCILLE FITZSIMMONS HBA RTP founding board Solution Partner BusinessEdge Solutions Inc. of directors, related her own experiences of how the HBA’s programs and services DENISE FULTON Editor, Family Practice News provide an exciting environ- International Medical News Group/ ment that builds relation- Elsevier ships and creates opportunities for professional growth. KATHLEEN GAFFNEY (Left to right) HBA President BARBARA PRITCHARD, Wysenski shared her an- Executive Publisher HBA RTP Affiliate President NANCY WYSENSKI and Elsevier, Inc. HBA RTP National Mentor SUSAN TORROELLA at the ticipation that the HBA HBA Research Triangle Park Affiliate launch event. RTP Affiliate will be an “in- valuable professional re- LAUREN GAFFNEY Attendees from pharma, academia, source for women who work in all lev- Senior Vice President, Client Services biotech and supporting companies els of the many healthcare-related en- Dimensional Healthcare learned about the benefits and oppor- vironments in the North Carolina re- tunities that the HBA offers from Bar- gion.” Given the larger than expected BECKY GAMBLE bara Pritchard, HBA President and turnout at the event, Wysenski concluded Senior Marketing Manager Solvay Pharmaceuticals, Inc. President, The Pritchard Group & that “…there is obviously overwhelming Intermedica, Inc; Susan Torroella, interest in and support for a dynamic or- CATHERINE A. GEDDES CEO, Columbia MedCom Group and ganization like the HBA in our area.” Regional Sales Director, HCV As one attendee put it fol- Roche Pharmaceuticals lowing a speed-networking ac-

tivity that introduced six VANESSA HAYDEN women to each other in just Director, Publishing Operations Division over 30 minutes, “I feel so em- American Medical Association powered after this evening! I know this will carry over into TRISTEN HERRSTROM my confidence level at work Senior Vice President, tomorrow.” Resource Management We hope this level of en- Ventiv Health thusiasm is just the beginning KATHLEEN HEUPLER Attendees at the HBA Research Triangle Park Affiliate of the impact the HBA RTP Director, Commercial Analysis, launch take part in a “Speed Networking” activity designed Affiliate will have on its mem- Oncology & Vaccines to develop skills in making good first impressions and bers. For upcoming events GlaxoSmithKline connections “on the spot.” visit www.HBA-RTP.org.

12 www.hbanet.org HBA Bulletin May/June 2005 WANDA HOPE NICOLE MOWAD-NASSAR GAIL TURNER Vice President, Chronic Care Franchise Divisional Vice President, Diabetes/ Director of Sales, Northeast Atlantic Ortho Biotech Products, L.P. Metabolism & Hypertension Region Abbott Laboratories Guidant Corporation LUCY HUTCHISON Associate Director of Rasagiline FAITH OSBORN NANSKE WOOD Marketing Creative Director President Eisai Inc. NewtonEdge, Inc. Carbon, a part of CommonHealth

KHAREN JONES LINDA PALCZUK Supervisor, Media Strategies Executive Director, Commerical Communications Media, Inc. (CMI) Operations AstraZeneca Pharmaceuticals, LP SONNIE KIM PRESIDENT’S FORUM from page 14 Vice President, Medical Affairs AUDREY PEZZUTI Columbia MedCom Group Vice President, Systems Technology Innovative Medical Education Speaking of Research… CAROLYN LIBRETTI In March, the National Board allo- Partner LISA PILLA cated funds to conduct marketing re- Ernst & Young Regional Director, Ciba/Novartis Sales, search on the impact of the negative Morristown reputation of the industry and the role Novartis Pharmaceuticals Corporation ANGELA LUKIN the HBA should play in providing in- Senior Director, Global Strategy formation to help members deal with Wyeth Pharmaceuticals CINDY RUSSO this issue. Senior Director Global Communications, Global Pharmaceutical Business The email survey was sent to 2,000 WENDY MANTEL Schering-Plough Corporation HBA members (50% from pharma or Senior Vice President, Management biotech, 50% from the service side). Supervisor Sudler & Hennessey TIFFANY RYAN There was an 18% response, consider- Account Director ably higher than the 10% norm of a Palio Communications typical self-administered survey. Several DONNA MATTHEWS Director, e-Savings Solutions key points surfaced, but the bottom line Compas Inc. JUDY SERAPHINE is that our members expressed that be- Senior Account Director ing educated on the facts was of fore- PROmedica Communications, Inc. DEBBIE MCCOLLOUGH most importance. Associate Vice President, Customer ● Overall, respondents were not highly Development LYNN SHEPHERD confident about engaging in sanofi aventis Vice President, Media Strategy counter-arguments regarding nega- Vox Medica, Inc. tive industry perceptions. ROSEMARY MCCONNELL ● 60% feel their company would want Media Director STEPHANIE SORINE them to be an ambassador / agent of Dorland Global Health Senior Vice President, change about the industry’s image. Communications Creative Director – Copy ● Wishbone-ITP, Inc. Over 80% felt balancing communications about new drugs risk vs. ben- TAMRA MICCO Account Group Supervisor BONNIE SPRAGUE efit was highly important. PACE, Inc., a Lowe Healthcare Copy Supervisor ● They were interested in an HBA Company FCB Healthcare “Know the Facts” program to be used to help counter criticisms about CIRA MONTREYS, PHD LISA STOCKMAN the industry. Senior Vice President, Director of Team Leader While more results of the survey will Scientific Services Chandler Chicco Agency be reported in future communications, International Meetings & Science (IMsci) the HBA leadership is taking immedi- JO-ANN STRAAT ate steps to play an important role as Senior Manager, Corporate Affairs change agents. To begin with, we will LISA MORRIS Sankyo Pharma Inc. Global Director, IMS Longitudinal be exploring the best way to help edu- Services cate our members so we, in turn, can IMS Health educate our constituencies. That’s Leadership!

HBA Bulletin May/June 2005 www.hbanet.org 13 HBA CORPORATE MEMBERSHIP PRESIDENT’S FORUM Abbott Laboratories Advanstar Medical Economics Healthcare Communications American Medical Association AstraZeneca Pharmaceuticals LP Bench International Biovail Pharmaceuticals, Inc. Now, That’s Leadership Boston Scientific Corporation Bristol-Myers Squibb Company BusinessEdge Solutions, Inc. Life Sciences Chandler Chicco Agency A special thank you to women in healthcare is because we ask, we Cline Davis & Mann, Inc. Barbara Pritchard Clinical CONNEXION, L.L.C. our 2005 HBA Woman listen and we act. Columbia MedCom Group HBA President CommonHealth of the Year (WOTY) win- This spring the Metro Chapter completed Compas, Inc. Communications Media, Inc.(CMI) ners for showing us what a membership survey, which will be repli- Covance Dimensional HealthCare leadership is all about. cated by other chapters. Complete results are Dorland Global Health Communications Dowden Health Media You are all inspirations! available and will be reported in future com- Endo Pharmaceuticals Inc. Eisai Inc. As I said in my munications, but several issues stood out: Elsevier Inc. Ernst & Young President’s remarks, the ● Attending programs of interest and meet- Faith Popcorn’s BrainReserve FCB HealthCare honorees each share ing other women are the most valued ben- Genentech, Inc. GlaxoSmithKline three key characteristics. efits of HBA membership. Grey Healthcare Group Guidant Corporation They get involved. They ● Over 90% of members would like to at- ImpactRx Inc. IMS Health connect. They are always learning. That’s tend more events than they did. Innovative Medical Education Innovex true Leadership. But there are also areas where we can improve: International Medical News Group, an Elsevier Company Leadership also was demonstrated in ● Broaden the HBA’s focus beyond the International Meetings & Science, Inc. Johnson & Johnson spades by this year’s WOTY committee and marketing and pharmaceutical sectors. KPR Lyons Lavey Nickel Swift,Inc. the Co-Chairs Daria Blackwell and Debra In fact we have recognized this and have Medpointe Pharmaceuticals MedLearning Inc. Newton. On behalf of the HBA member- begun reaching out to the HR commu- Medsite, Inc. Meniscus Limited ship, thank you for making this the finest nity and to the R&D sector, and we are pi- Merck & Co., Inc. Merrill Lynch WOTY event ever. loting a Women in Science group as part of Millennium Pharmaceuticals,Inc. NewtonEdge, Inc. We also received an enormous amount of the Boston Chapter. We also are exploring Novartis Pharmaceuticals Corporation Organon Pharmaceuticals USA Inc. positive feedback from at- ways to reach distance em- Ortho Biotech Products, LP PACE, Inc., a Lowe Healthcare Company tendees. Here are just three ployees who most likely will Palio Communications Pfizer Inc comments… “What an be from the sales segment. PROmedica Communications, Inc. ● ● Quality Data Services, Inc. “This is the first year we Work harder to make Quintiles Medical Communications Regan Campbell Ward purchased a table. Every- eye-opener new members feel wel- Roche Pharmaceuticals Saatchi & Saatchi Healthcare Group one was so impressed.” come. This is another area Sankyo Pharma ● “The buzz around here is we have focused on and one sanofi aventis this event was. Schering-Plough Corporation Solvay Pharmaceuticals Inc. that everyone was very in- recommendation is that we Sudler & Hennessey, a Y&R Company spired about becoming strongly encourage chapters Takeda Pharmaceuticals North America, Inc. Many had no idea TAP Pharmaceutical Products Inc. more active in the HBA” and affiliates to adapt the Tibotec Therapeutics Unlimited Performance Training, Inc. ● “What an eye-opener this type of welcoming segment Ventiv Health how strong Vox Medica, Inc. event was. Many had no Metro introduced at its Wishbone-ITP, Inc. Wyeth idea how strong the HBA meetings. We also empha- the HBA HBA ADVISORY BOARD has become.” size the importance for all Julia Amadio, Daiichi Pharmaceutical Corporation Another example of great Board members—National Carol Ammon, Endo Pharmaceuticals has become.” Judith A. Britz, PhD, Cylex Inc. leadership was demonstrated and Chapter/Affiliate—to Annie Callanan, Advanstar Medical Economics Healthcare Publishing Group in May by Nancy Wysenski seek out new members at Lonnel Coats, Eisai Inc. Teri Cox, Cox Communications Partners and her Research Triangle Park, NC, steer- meetings. Carrie S. Cox, Schering-Plough Corporation ing committee. Their launch event was at- ● Monitor “vendor” interactions and main- Nadine Craig, UCB Pharma Inc. Maria Degois-Sainz, Guidant Corporation tended by more than 150 women (see page tain appropriateness. The Board currently Lisa Egbuonu-Davis, MD, US Medical, Pfizer Inc David Epstein, Novartis Oncology 10). In just eight months, they have gone is preparing some guidelines for our busi- Marsha Fanucci, Millennium Pharmaceuticals, Inc. Debra Freire, Novartis Pharmaceuticals Corporation from a desire to form an HBA group to af- ness interactions between service providers Matthew Giegerich, CommonHealth LP Ginger Graham, Amylin Pharmaceuticals, Inc. filiate status. Additional events are planned and manufacturers at HBA events. Sarah Harrison, AstraZeneca Pharmaceuticals LP for July and the Fall, so check the HBA ● Better promote the “Pathways” and Tom Harrison, Diversified Agency Services Michael Hickey, AstraZeneca Pharmaceuticals LP website (www.hbanet.org) for details. “Connections” programs. These are very Heidi Hunter James Hynd, Solvay Pharmaceuticals, Inc. valuable programs and we are looking into Karen Katen, Pfizer Inc Candice Lange, Eli Lilly and Company We’re Listening ways to spotlight them more often. Louis J. Manzi, GlaxoSmithKline Charlotte McKines, Merck & Company, Inc. Conducting research is nothing new for Thank you to all the members who par- Louise Mehrotra, Janssen Pharmaceutica Products, LP the HBA. Certainly one of the reasons the ticipated in this survey and gave us such valu- Jill Mueller, Abbott Laboratories Joe Pieroni, Sankyo Pharma Inc. HBA has been so successful and grown to able input. Christine Poon, Johnson & Johnson Myrtle Potter, Genentech, Inc. be such an important force in the lives of turn to PRESIDENT’S FORUM on page 13 Timothy Rothwell, sanofi aventis Charlotte E. Sibley, Shire Pharmaceuticals, Inc. Catherine A. Sohn, PharmD, GlaxoSmithKline 14 www.hbanet.org HBA Bulletin May/June 2005 HBARita Sweeney Bulletin, Dorland Global May/June Health Communications 2005