The Top 25 DTC Marketers of the YearP r e S e n T i n G

The 2012 class of Top 25 DTC Marketers of the Year were honored during a special private luncheon at the conclusion of the DTC National Conference.

ushering the Top 25 awards into its second decade, this year’s prestigious group includes representatives from 15 pharmaceutical companies across a broad range of DTC responsibilities, from brand marketing to media planning to consumer

engagement. a private luncheon, sponsored by PARADE Magazine, was held in honor of these Top Marketers and their significant contributions to patient communications.

Joined by their colleagues and industry partners, each Top Marketer was presented with his or her award as a result of being deemed a “brand and patient champion” in the world of DTC Marketing. “PARADE is pleased to join DTC Perspectives in recognizing this year’s Top 25 DTC Marketers,” said ParaDe group Publisher, Brett Wilson. “These leaders are setting the benchmark in the industry and driving innovation in their field.”

The Top 25 DTC Marketers are selected after an industry-wide nomination process, beginning in late 2011. With the help of past Top 25 Marketers, other key pharma execu-

tives and agency leaders, a comprehensive list with many worthy DTC marketers represented is reviewed and narrowed down to the final Top 25. each Top Marketer is profiled on the subsequent pages. (note: this information was collected during the early spring;

some job responsibilities may have changed.)

on behalf of DTC Perspec-tives Magazine and PARADE Magazine, congratulations to every member of this year’s Top 25 DTC Marketers of the year!

Brett Wilson of Parade (right) welcomes the 2012 Top 25

Marketers and their guests to the celebratory luncheon (top).

Top 25 Index Bob allen, 34Melissa Bojorquez, 35Jennifer Borgmann, 36Vladimir a. Castillo, 36Julia Deves, 40ken haener, 46Susan harris, 38Scott hazelton, 34Stacee Jones, 46Todd kolm, 44laura y. kolodjeski, 34Brian lange, 47Carolyn leighton, 48Christopher leonardi, 48Meredith S. Manning, 44Shruti Parekh, 45Jessica Pieters, 38lisa romero, 45Jennifer e. ryan, 48Jeremy Shepler, 40laura Stamper, 47lisa Tollman, 42Brian Walsh, 35Michael a. Wishingrad, 45Justin Zandri, 42

32 | DTC Perspectives • Summer 2012

yesterday

an apple a day is so

PARADE offers Americans practical steps for better living with a dose of wellness, nutrition, beauty and medical news.

mediakit.parade.comGfK MRI Fall 2011, dash based on Spring 2011 publisher-defined prototype;comScore, January 2012 (Parade Partners [E] and Dashrecipes [E])

64.6 million readers • 50.2 million uniques 36 million readers • 6.8 million uniques

laura y. kolodjeski has served as the Community Manager for the uS Diabetes Division at Sanofi uS since august of 2010. as part of Sanofi’s

commitment to the diabetes community, laura is focused on both listening to and engaging in a dialogue directly with people living with diabetes such that Sanofi may identify gaps to improve existing offerings,

identify new opportunities, and forge new relationships to provide solutions that are truly relevant to those in need. in this role, laura manages the Division’s face-book Page (http://www.facebook.com/sanofiuSDiabetes) and Twit-ter feed (http://twitter.com/Diabetes_sanofi); and, launched the industry’s first blog, Discuss Diabetes (http://www.discussdiabetes.com/), specifically dedi-cated to patients and caregivers within a therapeutic area.

Prior to joining Sanofi uS in January of 2009, laura climbed the ranks to a leadership position on the agency side, where she gained more than 17 years of channel strategy & planning experience on leading brands in industries such as financial services and consumer packaged goods.

a native of Southern California, laura earned her BS in Business administra-tion, Marketing from San Diego State university. She moved to new york City in 1995 after falling in love with its energy while on a brief visit and now resides at the new Jersey Shore with her husband, andrew and their 5-year-old daugh-ter, olivia.

Bob allen is the Director, Digital Marketing for astra-Zeneca. he is responsible for defining and stewarding all digital marketing efforts for the company. Bob has

over 20 years of marketing experience across multiple industries including: financial Services, Telecommunica-

tions, CPg, and Pharma. Prior to joining astraZeneca, Bob was with Digitashealth where he worked on

a number of major brands, such as Tylenol, P&g Professional oral health, Weight Watchers inter-national, as well as a number of Cardiovascular brands, including astraZeneca’s CreSTor.

he has a great passion for technology, and he keeps his eye on the pulse of changing market and customer trends. he also has the ability to balance ‘the latest and greatest’ with the needs of astraZeneca

and its customers. Bob is an alumnus of Penn State university who resides in Mount

royal, new Jersey with his family.

BOB ALLENDirector, Digital Marketing

AstraZeneca

SCOTT HAzELTONDirector, Consumer Marketing BPH

Franchise, JaLYN®

GlaxoSmithKline

LAURA Y. KOLODjESKISenior Manager, Patient Solutions, US Diabetes DivisionSanofi US

Scott hazelton is the Consumer Brand Director at glaxoSmithkline responsible for leading the strategic development and execution of the consumer market-

ing initiatives for the BPh franchise. Most recently, Scott launched the new integrated DTC campaign for Jalyn® with a focus on finding innovative ways

to communicate and support the needs of BPh patients via a mass reach digital and print media plan.

With over 12 years experience in the pharmaceutical industry, Scott has held various roles within glaxoSmith-kline in sales, sales training and marketing management and has been recognized with a glaxoSmithkline gold Marketing excel-lence award for his contributions to the development of the launch strategy for Jalyn®.

Scott has a BS in Pharmacy from rutgers, The State university of new Jer-sey and lives in raleigh with his wife, amanda, and two children, ella and lily.

Bob allen (left) of astraZeneca is congratulated by Brett Wilson of Parade on his DTC marketing accomplishments.

laura kolodjeski from Sanofi uS is lauded for her patient communication efforts by Parade’s Brett Wilson.

glaxoSmithkline’s Scott hazelton (left) received acco-lades from Parade’s Brett Wilson during the private Top 25 luncheon.

34 | DTC Perspectives • Summer 2012

Top 25

Brian Walsh has been with eMD Serono, inc. for three years and is currently the Senior Product Manager responsible for egrifTa® Consumer Marketing. in this role, he sup-ported the launch of egrifTa® while developing and executing the DTC strategy and

tactics for the brand as a new class of treatment. Previously, he was the uS Strategic Marketing Manager for the rheumatology Therapeutic area at eMD Serono, inc. Brian is a three-time winner of the eMD Serono, inc. Values award given to teams and individuals that demonstrate the company val-

ues in their work. Brian started his career at Johnson & Johnson in operations and later moved

into Pharmaceutical Sales within the Janssen division. During two years in sales at J&J, Brian ranked top in his district and in the top 15% of the sales force nationally. after business school, Brian worked as a Marketing Strat-egy Consultant for the Monitor group (Cambridge, Ma) for three years. in this role, Brian worked primarily with large pharmaceutical clients across multiple brands on launch preparedness and market expansion opportunities.

Brian earned his BS in Chemistry from the university of Pennsylvania and an MBa from the university of oxford in the u.k. he currently lives in Duxbury, Ma with his wife Diana and their 4-year old son liam.

Melissa Bojorquez is a seasoned health care marketer with over 16 years of experi-ence in both the pharmaceutical and medical device industries. She currently works with Boehringer ingelheim Pharmaceuticals leading their uS strategy for

Social Media and integrated media specializing in emerging technologies. in this role, she provides Social Media and internet Marketing expertise to all of Bis core therapeutic areas, including but not limited to respiratory, cardiology, diabetes, virology and oncology.

in her short time at Bi, she has been a strategic driver in over 20 social media initia-tives at Bi. She has been directly involved with shaping numerous campaigns and initia-tives such as DRIVE4COPD, Healthseeker, disease awareness initiatives through patient

communities such as Diabetic Connect and CoPD Connect and private communities. These include the utilization of platforms such as facebook, Twitter, Within3, liveworld and Buddy Media to develop campaigns that leverage two way dia-

logue with customers. She is also the uS liaison aligning with Bi Corporate on corporate social media priorities and initiatives.

Prior to working at Boehringer ingelheim, Melissa worked at BMS in a variety of Marketing roles that included both DTC marketing (aBilify), global eMarketing Communications, Professional Marketing and global Medical Marketing (Medical Devices); all of which contributed to a strong understanding of emerging media and how to best utilize technology to con-nect with customers.

She earned her Bi in international Marketing at arizona State university and is the mother of a beautiful one year old daughter, isabella.

MELISSA BOjORQUEzassociate Director

eChannel MarketingBoehringer Ingelheim US

BRIAN WALSHSenior Product Manager, eGRiFTa®

EMD Serono, Inc.

Parade’s Brett Wilson (right) praised Melissa Bojorquez from Boehringer ingelheim for helping to advance DTC communications.

Brian Walsh of eMD Serono (left) is commended by Brett Wilson of Parade for his efforts in DTC Marketing.

DTC Perspectives • Summer 2012 | 35

Top 25

Jennifer Borgmann started her career at Merck as a Pharmaceutical Sales representative in the Boston area. Twelve very successful years later, she has held various positions through-out the organization that have brought her to where she is today, Consumer Promotion

Manager for the hiV team. Jennifer joined the hiV promotion team soon after the launch of iSenTreSS. She has

seen the brand through the launch of two new indications in addition to several key data extension launches. She devel-oped and launched the unbranded platform (healthy with hiV) for the brand in 2009 and evolved the branded campaign for the launch of the naïve indication.

Jennifer is a dedicated team player whose leadership skills are outstanding. She inspires the agency partners that she works with to reach new, innovative heights in the pharmaceutical category and leads the way, bringing pharma into new digital technology. This is evidenced by the successful 2011 launches of both the desktop and mobile applications that have helped hiV patients actively manage their disease. She tackles challenging assignments with both a big-picture, strategic approach and a meticulous attention to detail. her strategic championing for iSenTreSS led to the successful optimization of the brand’s digital promotion where she achieved increases in consumer response up to 4,000%. Jennifer handles heavy workloads with diligence and grace. She has received numerous awards for excellence over the years in addition to several Special achievement awards.

Because of Jennifer’s success with the hiV team she was asked to step in and help develop and launch the branded consumer campaign for Merck’s new hepatitis C medication, in addition to maintaining her current role support-ing the hiV team. She was able to take 6-8 months of work and condense it down to three in order to meet aggressive timelines, and launch the first print ad a month ahead of schedule. The end result was the launch of a successful, branded campaign that was able to bring key insights of the hep C consumer audience to life and helped the brand achieve its over-plan performance for 2011.

When Jennifer is not working, she is having fun with her husband, glenn, and two beautiful children, luke and Sophie, in Doylestown, Penn-sylvania.

Vladimir Castillo is currently responsible for Patient Marketing and healthcare Professional Multi-Channel/CrM initiatives at Bristol-Myers Squibb

(BMS). in his current yerVoy brand marketing role, he has developed and executed offline, in office and Digital

Strategies. Vlad’s experiences range from PlaViX mar-keting to building and leading a center of excellence group dedicated to supporting direct and digital mar-keting programs across BMS.

With a clear strategic vision and a commitment to excellence, Vlad empow-ers his biopharma organization to remain at the forefront of innovative think-ing within the industry. his passions mirror his strengths – brand marketing innovation, customer engagement and analytics, and relationship building/nurturing through the personal experience perspective.

in his free time Vlad enjoys volunteering in his local community, read-ing, working out, and of course, spending time with his family.

VLADIMIR A. CASTILLOU.S. oncology, Yervoy Marketing

Bristol-Myers Squibb

jENNIFER BORGMANNPromotion Manager, Global Marketing Communications, iSeNTReSSMerck & Co., Inc.

Bristol-Myers Squibb’s Vladimir Castillo (left) is congratulated by Brett Wilson of Parade for his DTC Marketing excellence.

Jennifer Borgmann of Merck & Co. received commendation by Parade’s Brett Wilson for her work in the DTC field.

36 | DTC Perspectives • Summer 2012

Top 25

Susan harris is an award-winning marketer with 20 years of health and CPg industry experience. in her current role, Susan is Senior Director for insulins Marketing with Sanofi uS. having held positions of increasing responsibility since joining the company

in its Diabetes Business unit in 2002, she now strategizes and develops pioneering market-ing plans and DTC campaigns, including the recently launched new unbranded public service campaign to encourage people with diabetes to control their blood sugar. With the help of her team, she has spearheaded the creation of the a1C Champions, to mentor and educate patients, ultimately driving behavioral changes. also among her many successes, Susan has been named a Sanofi innovation Champion and her work has earned an MM&M award for Best Diabetes Website.

Prior to joining Sanofi uS, Susan worked for Bristol-Myers Squibb, where she began as a product manager before working her way up to the role of associate director. While in the company’s Managed Care Marketing sector, she cre-ated a strategic plan, designed educational materials and tools, and initiated and managed a national Physician group advi-sory Board. in the Consumer Medicines Division, she developed a new product pipeline plan, as well as discovering new claim opportunities for excedrin and Comtrex. in addition, she analyzed rx-to-oTC switch opportunities and managed

a public relations strategy for medical and fDa issues.in her earlier days, she held the title of international group Product Manager

with Wyeth Pharmaceuticals. it was here where she established a new product development strategy, copy strategy and strategic direction for analgesics, topical

skin preparations, hair care, vitamins and oral care. She also engineered the synthesis of acquired american Cyanamid brands into the Whitehall portfo-lio.

Susan began her career with The Procter & gamble Company. Dur-ing her tenure, she helped to develop and launch new product concepts, develop and implement a brand restage plan, and proposed and managed packaging changes that resulted in significant cost savings.

in her spare time, she and her husband ed spend quality time with their two sons, Sean and ryan, and their black lab, riley. harris earned a BS in Management/Marketing from Purdue university and her MBa in Strategic Management and finance from The Wharton School at the university of Pennsylvania.

SUSAN HARRISSr. Director, insulins Marketing

Sanofi US

Susan harris of Sanofi uS is commended for DTC marketing communications by Brett Wilson of Parade.

Jessica Pieters is a marketing leader at astraZeneca, with oversight across multiple customer channels for the gi portfolio. She has also led consumer marketing efforts for Seroquel Xr and Crestor during her five-year tenure at

astraZeneca. Jessica has over 16 years of marketing experi-

ence, having worked in consultancies, ad agen-cies and in brand management. Prior to joining

astraZeneca, she led account teams for a variety of DTC brands including Crestor, advair and Cymbalta. She also spent several years working across multiple industries outside of big pharma, including consumer packaged goods, retail, telecommunications and financial services, leading fortune 500 brands such as radioShack, Verizon Wireless, ericsson, Tiaa-Cref and american express.

Jessica and her husband reside in West Chester, Pa and are looking for-ward to welcoming their first child this fall. in their spare time they enjoy adventure travel and just about anything outdoors.

jESSICA PIETERSBrand Marketing Leader, Seroquel xR/NexiumAstraZeneca

astraZeneca’s Jessica Pieters received praise by Parade’s Brett Wilson for her efforts in the DTC marketing industry.

38 | DTC Perspectives • Summer 2012

Top 25

Job # Prev. Users

Art Director Copy Writer

Acct Mgr.Proj. Manager

Studio Artist

Filename Last Modified

DeadlineClientBleedTrimLive

Cont

ent

Location Fonts & Placed Graphics

SAVLANP2174 SAVLANP2174_sHarrisAd_final.indd 5-25-2012 10:54 AM ffernandez/ffernandez

5/23/12 Jack Palancio

Sanofi-Aventis Lantus Stephen Mehl

8.75” x 11.125” Erika Richter

8.5” x 10.875” Alison Gilbert

7.5” x 10” Frank Fernandez

Family StyleAvenir 35 Light Arnold Bold

Name Color Space Eff. Res.ARN_WW.eps BULLHORN.tif CMYK 494 ppi

Cyan Magenta Yellow Black

ffernandez (quad core)

Setu

p

110 Fith Avenue New York, N.Y. 10011

No

tes

Per

sonn

el

at

None

212-463-1387

Any questions regarding this material please call Print Production Manager Jasmine Parker

Document Path: NYC-Creative:Volumes:NYC-Creative:Studio:MECHANICALS:SANOFI:LANTUS:2012:SAVLANP2174_HARRIS AD:SAVLANP2174_sHarrisAd_final.indd

Inks

Congratulations, Susan Harris, on being named a 2012 Top 25 DTC Marketer

of the Year. From your biggest fans at Arnold.

Go

Su

San

!

S:7.5”S:10”

T:8.5”T:10.875”

B:8.75”B:11.125”

for over 10 years, Jeremy Shepler has been at the forefront of healthcare marketing. he joined Diabetes Marketing at novo nordisk in 2010, where he currently leads consumer and physi-cian marketing strategy for Value up and Devices across

the novo nordisk insulin portfolio. he led the recent marketing campaign for flexPen®, which has become a corporate benchmark for integration of TV, in-office, print, web, CrM, Pr and online media.

in 2002, he began his career on the digital marketing agency side, developing breakthrough online solutions for both the professional and consumer realms. after creating truly integrated campaigns for a number of a-list healthcare brands, Jeremy made the move to pharmaceutical sales across several organizations and earned high performance accolades and the opportunity to transition into product marketing. in 2008, after work-ing on consumer initiatives for the aSTelin® brand, Jeremy spearheaded the highly successful launch of aSTePro®, for Meda Pharmaceuticals, which featured a national TV campaign, radio and online executions.

Jeremy holds a BS from Bentley university.

Julia Deves has 15 years of experience at Wyeth and Pfizer and after more than a decade in pharmaceutical sales and healthcare professional marketing, Julia discovered her pas-sion for consumer marketing. Julia is currently working on the launch of an orphan

drug in the rare disease space and she is dedicated to helping patients with Transthyretin familial amyloid Polyneuropathy (TTr-faP), an irreversible progressive neurodegen-erative disease, and their families learn more about this rare and difficult to diagnose dis-ease. Julia’s primary responsibility is Market Development for tafamidis and she recently launched a multi-channel Disease awareness Campaign for TTr-faP. Currently, she is also leading Digital Strategy, the genetic Screening Strategy, the Diagnostic Testing Strategy, the relationship Marketing Campaign, Public affairs, and Public relations.

Prior to joining the tafamidis team, Julia had a great deal of success on the enBrel consumer marketing team lead-ing e-Strategy, Media, relationship Marketing, a new Multicultural Champaign and an integrated Call Center. While

all brands set strategy to “improve doctor patient dialogue” Julia led the way on the enBrel team addressing rheumatoid arthritis patients’ needs in an innovative and coordinated approach both in the office and on-line. an example of Julia’s Work: RA Conversations is a series of nine videos which offers patients a preview of what

their next visit to their physician could realistically be like and gives them com-fort of what to expect on their next visit. RA Conversations is on enbrel.com (http://www.enbrel.com/rheumatoid-arthritis/talk-with-your-doctor.jspx) and youTube (http://www.youtube.com/enbrel).

Julia became well-versed in mass media consumer marketing with enBrel and now has expanded her expertise to meeting the needs of a small community of patients with a very rare disease. She has infectious pas-sion, innovation and drive, coupled with a long history of success providing helpful tools and resources to patients and their families.

Julia holds a Bachelor of Science degree from the College of William and Mary. She resides in Chester Springs, Pennsylvania with her husband aaron, and three boys, andrew, Carter, and Chase.

jULIA DEVESSenior Product Manager, Tafamidis

Pfizer

jEREMY SHEPLERassociate Director, Diabetes Marketing, Value Up and DevicesNovo Nordisk

Julia Deves of Pfizer is congratulated by Brett Wilson of Parade during the Top 25 ceremony.

Parade’s Brett Wilson (right) commended novo nordisk’s Jeremy Shepler for his DTC marketing successes.

40 | DTC Perspectives • Summer 2012

Top 25

Congratulations to Julia Deves on being named one of DTC Perspectives’ Top 25 marketers of the year.

Julia, we tried to calculate your career trajectory. But it looks like you’re off the charts.

DTC PERSPECTIVES FULL PAGE AD

lisa Tollman is Director of Consumer Marketing for amgen’s Bone health Business unit (BhBu). in this role,

she is responsible for all consumer and patient education and marketing strat-

egy, as well as the planning and implementation of tactics to support the strategy. Most recently she was instrumental in leading the DTC launch for Prolia from soup to nuts culminating in a surround sound campaign of TV, Print, Point of Care, Digital, CrM and other tactics that include award winning actress and Prolia patient, Blythe Danner. lisa is recognized for bringing great strategic insight and galvanizing her team around a focused goal.

Prior to joining the Bone health Business unit, lisa spent three years leading the Consumer team for amgen’s inflammation Business unit on enbrel, focused on Der-matology. During that time she and her team revamped the brand’s Digital and Pharmacy approach, and delivered award-winning Disease education Cam-paigns including offline and online elements.

Before joining amgen in 2006, lisa spent several years in Consumer marketing within the Consumer Packaged goods and Technology indus-tries at both start-up and well-established companies like general Mills and Conagra foods. her “classic marketing” upbringing and aptitude is frequently cited as core to the insight she brings to the Biopharma arena. earlier in her career, lisa spent seven years as a management consultant with accenture – based in South africa, and including projects in the uk and uSa – gaining broad business process and management experience in the retail, transportation and insurance industries.

lisa earned her Ba in mathematics and economics from the univer-sity of the Witwatersrand in Johannesburg, South africa, and her MBa from harvard Business School in Cambridge, Ma.

Justin Zandri joined Boehringer ingelheim in May 2010 to lead uS consumer strategy, DTC, and media

planning for Spiriva. During his tenure, Justin has led efforts to re-invigorate consumer communications for the brand.

The cornerstone of those efforts, the “elephant” campaign was launched in June 2011. The campaign leverages a key consumer insight based on what it truly feels like to breathe with CoPD. The “elephant” has received multiple industry awards and accolades and was lauded in a recent MM&M magazine article as “… a perfect execu-tion [that] delivers on the adage that it is better to have one big idea that can be used in many multidimensional, multilayered and multifaceted ways than one execution of a big idea.” Since the launch of the new campaign, Spiriva top-of-mind awareness and

patients’ interest in taking action have significantly increased.

Justin began his marketing career after earning his MBa from the Darden School of Business at the university of Virginia. he was classically trained through

consumer packaged good experience garnered over several years with Pfizer Consumer healthcare and Johnson & Johnson, where his responsibilities included consumer strategy and mass communication efforts behind the rx-to-oTC switch of Zyrtec, as well as stewardship of listerine’s whiten-ing portfolio.

Prior to joining Boehringer ingelheim, Justin worked for the advertis-ing arm of Subway restaurants. There he helped evolve the company’s health platform and led marketing efforts supporting the launch of break-fast nationally.

Justin’s favorite thing in the world is spending time with his family: wife abigail, son James, and daughter Tess.

jUSTIN zANDRIassociate Director, Spiriva

Boehringer Ingelheim Pharmaceuticals

LISA TOLLMANDirector Marketing, DTC, Prolia® (denosumab)Amgen Inc.

Boehringer ingelheim’s Justin Zandri (left) is lauded for his work in DTC marketing by Brett Wilson of Parade.

lisa Tollman from amgen received accolades from Parade’s Brett Wilson during the private Top 25 luncheon.

42 | DTC Perspectives • Summer 2012

Top 25

We always knew there were big things in store for you, Justin.

Congratulations to our client, partner, and friend, Justin Zandri, on being named one of DTC Perspectives’ Top 25 DTC Marketers of the Year. Huge kudos!

THIS ADVERTISEMENT PREPARED BY DRAFTFCBAD ID#: BOEH_SPRV_U1925

Client Folder: BI_Pfizer/Spiriva_SPRVJob #: BOEH_SPRV_U1925File name: U1925_Justin_DTC.inddDate: 4/25/12 Proof #: 2

Production: M. Meyerhoff x3891Colors: 4CSize: Bleed: 8.75"w x11.125"h Trim: 8.5"w x 10.875"h Live: 7.5"w x 10"hFonts: Rockwell

AD: J. Palisay x7633AE: A. Saltman x3389Traffic: T. Johnson x7862VQC: M. Parrelli x3531

L. Powell x2851Category: GeneralArtist(s): tp,wc

A P P R O V A L S T A M PSignature / Initials Date

Traffic

Proofreader

Art Director

Copywriter

Creative Dir.

Acct. Exec.

Acct. Dir.

Mgt. Dir.

Production

Studio

Studio QC

U1925 Justin DTC4C

U1925_Justin_DTC.indd 1 4/25/12 1:06 PM

Meredith Manning joined Vertex in 2009 as Director, Marketing and was pro-moted to Senior Director in 2010. in this role, Meredith led the consumer and patient marketing team to develop a robust strategy that has helped differentiate

inCiVek™, Vertex’s first commercial launch, in the competitive hepatitis C market. Mer-edith and her team created a comprehensive suite of programs & resources to help educate and support patients through treatment. This included building a new team of field-based

clinical nurse educators and two major campaigns: Better to Know C, an unbranded hepatitis C awareness campaign and the branded INCIVEK™ campaign.

The Better to Know C campaign won the 2011 MM&M award for Best Disease/education Website, which recognizes excellence for websites that promote education about specific disease states or health issues. Meredith was also part of the inCiVek marketing team that won the 2011 MM&M award for Small Pharma Marketing Team of the year.

Meredith now leads the Treatment educator (Te) team as the national Director, Treatment educators. The Vertex Te team is a group of field-based nurses, nurse Practitioners or Physician assistants who provide education to healthcare provid-ers on how to safely and appropriately use inCiVek™ triple therapy. The Tes also teach classes to help prepare patients for treatment.

Prior to joining Vertex, Meredith spent eight years with Pfizer where she held a number of marketing and commercial development positions. in her various roles there, Meredith assisted brand teams with payer con-tracting strategies as part of the Payer Provider Marketing group, con-ducted a primary care field rotation, participated on the Pfizer Worldwide early Commercial Development team that was responsible for commercial assessment of in-licensing and acquisition opportunities for the company’s oncology therapeutic area and worked on the brand strategies for two of Pfizer’s breast cancer products – ellence and aromasin.

Meredith has a Bachelor’s degree in Political Science from Colorado College and received her international MBa from the university of Chicago.

Todd kolm is a member of Pfizer’s uS Primary Care Marketing Consumer Center of expertise, a group responsible for consumer marketing innovation. he leads the efforts to harness the potential of emerging channels (social media, mobile, digital

video, etc.) and guides brands in developing and advanc-ing strategies that leverage those channels in the ser-vice of consumer engagement. he also chairs a multi-disciplinary group that develops Pfizer guidelines

enabling brand marketers to launch initiatives in these new digital frontiers. Prior to his current role, Todd led Pfizer’s hCP online strategy for the uS.

Before joining Pfizer, Todd worked at PSl group, where he was president of Dgnn, a new business unit that delivered essential medical information to hCPs on the go. he also led product development and marketing of the company’s strategic solutions that leveraged innovative, multi-channel approaches.

Prior to PSl group, Todd was at Medscape where he was responsible for product development of consumer and hCP initiatives. his efforts led to the launch of the company’s first foray in mobile back in 2000. he also played an integral role in the company’s launch of an online con-sumer health portal in partnership with CBS news.

TODD KOLMDirector, emerging Channel Strategy,

US Primary Care MarketingPfizer Inc

MEREDITH S. MANNINGSenior Director, MarketingVertex Pharmaceuticals, Inc.

Pfizer’s Todd kolm (left) earned praise for his DTC market-ing successes by Parade’s Brett Wilson.

Brett Wilson of Parade (right) congratulated Meredith Manning of Vertex for her work advancing patient commu-nications.

44 | DTC Perspectives • Summer 2012

Top 25

Michael Wishingrad currently works in global Marketing Communications as the Team leader for the garDaSil franchise over-

seeing the global promotional activities for both healthcare Professional and healthcare Consumer. he joined Merck and Co. inc., in 2001 as a health Sci-ence associate working with national thought leaders

to prepare the market for the launch of ZeTia and began working in Marketing in 2004 to support the launch of VyTorin. in 2006, Michael joined global Marketing Communica-tions and worked as part of the team responsible for consumer DTC and relationship market-ing for VyTorin and ZeTia. During this time, his efforts on the team were recognized internally by being a finalist for several Merck Marketing awards including “Best Marketing Program” – Patient kit for ZeTia, “Best Consumer Program”

– hispanic DTC campaign for VyTorin, “Best Consumer Campaign” – food and family: the two sources of cholesterol and “Marketing Team of the year.” in 2007, the team also received a gold DTC national advertising award for “Best 2007 Point-of-Care Campaign” for a VyTorin “food and family” in-store program.

after a brief period supporting consumer promotion for Singulair and naSoneX, Michael joined the Merck Vaccine Division in the summer of 2010. his early efforts included assisting in the development of the consumer campaign for ZoSTaVaX. after a change in responsibilities, Michael worked on the evolution of the consumer print campaign from “one less” to “Both” resulting in a significant increase in awareness of the male indication for gar-DaSil, which was critical to the brand’s success in 2011. additional efforts in consumer promotion have been focused on developing innovative programs to ensure completion of the dose series for garDaSil and the evolution of the international consumer campaign.

Michael holds a Bachelor of Science degree in Biology/Pre-Med from Canisius College and a Master’s Degree in Biochemical Pharmacy from the State university of new york at Buffalo.

Shruti Parekh is the current consumer marketing manager for androgel, the market leading brand for men’s testosterone replacement therapy devel-

oped by abbott laboratories. During her time with androgel, Shruti led the first ever fully integrated mar-keting campaign across television, digital, and mobile. in addition, she also launched the first SMS text program and developed the first branded TV commercial for the brand. Shruti was awarded the Phar-maceutical Division Presidents award in 2011 for her contributions to the launch of the next generation of androgel.

at abbott, Shruti has also held management positions in marketing and market research across several international divisions. in her first role at abbott, she was a sales representa-tive in the lipid lowering franchise. Prior to joining abbott, she held management consultant positions for five years at accenture within the government and automotive practices. She specialized in iT systems integration and implementation.

Shruti graduated with an MBa in 2007 from the ross School of Business at The university of Michigan. She holds a BBa in business administration from The university of Michigan.

SHRUTI PAREKHProduct Manager, ii, androGel

Abbott Laboratories

LISA ROMEROProduct Director

OraPharma

MICHAEL A. WISHINGRADGardasil Franchise Team LeaderMerck & Co., Inc.

a highly driven and strategic marketer, lisa romero is cur-

rently Product Direc-tor with oraPharma, responsible for ares-tin. in her role, she championed the “Pearls” campaign for the gum disease prescription treatment. after uncovering valuable insights, lisa led to the implementation of an integrated strategy that included branded and unbranded in-office materials as well as a mobile

campaign, all of which helped turn around sales in 2011.

Michael Wishingrad of Merck & Co. (left) received accolades by Parade’s Brett Wilson for his DTC marketing efforts.

Parade’s Brett Wilson (right) praised lisa romero of oraPharma during the congratulatory Top 25 luncheon.

DTC Perspectives • Summer 2012 | 45

Top 25

Stacee Jones knows the pharmaceutical industry from the ground up. With over a decade of experience in the industry, she started her career in sales and eventually transitioned to marketing, where she found a true passion in consumer marketing. Stacee currently serves

as Senior Project Manager in Cardiovascular marketing at novartis, a role in which she leads direct-to-consumer efforts for the blockbuster brands Diovan and exforge.

Prior to that Stacee was the DTC lead for the Tekturna family with responsibilities rang-ing from overall consumer strategy to tactic development for five brands, including two launch

brands, Tekamlo and amturnide. She led the creative development and production of a robust cross-culturally focused Tekturna DTC campaign, which included TV, print and digital promotion. additionally, she revamped branded websites and aligned the consumer savings registration experience across the CV portfolio via the “SaveonyourPrescription.com” microsite. given her natural ability to forge strong partnerships with key internal and external team members, Stacee was able to build a strong foundation for the Tekturna family brands in a very short time period.

Before moving into consumer marketing, Stacee worked in Professional Promotions as a Product Manager for the Tekturna family. in this position, she was part of a team that successfully implemented a clinically focused unbranded/branded promotional campaign.

earlier in her career, Stacee excelled as a Skills and Product training manager, earning a Business excellence award as a member of the expansion training team. her experience in sales at both Parke-Davis and novartis earned her a district MVP award in 2004 and provided a foundation for her future successes in the industry.

Stacee earned a Bachelor of Science in Biology from Villanova university. an avid sports fan, she can be found cheer-ing for the Wildcats and her beloved hometown team, the Steelers. She also enjoys travel, cooking, photography and a relaxing round of golf.

ken haener leads the Media Team for Pfizer’s biopharmaceutical brands. in this role, he is responsible for media strategy and investments across traditional, digi-tal and search media. Pfizer is one of the top DTC advertisers and key brands

include Celebrex, Chantix, enbrel, lipitor, lyrica, Premarin, Pristiq, Prevnar 13, and Viagra. he has worked in the industry for more than 20 years both on the agency and

corporate side.ken joined Pfizer in 2001 focusing on

several DTC launches, portfolio TV buying, and media research. as media director, he championed an integrated approach that minimizes traditional/digital silos to find the optimal media solution for brands. a

highlight of his Pfizer experience has been working on lipitor (with peak annual uS sales of $7.8 billion) where he played a key role in

the evolution of the brand’s media mix. under ken’s leadership, Pfizer’s media practice continues to lead in the digital space, while maximizing the value of media investments.

Prior to Pfizer ken worked at several leading agencies includ-ing The Media edge, JWT and Bates working on unilever, Procter & gamble, Warner-lambert, roche and Metlife.

he received his BS in psychology from old Dominion uni-versity and lives in fairfield, CT with his wife and 16 year old daughter.

KEN HAENERMedia Director, Team Leader

Pfizer

STACEE jONESSenior Product Manager, Primary Care MarketingNovartis Pharmaceuticals

ken haener from Pfizer (left) is lauded by Parade’s Brett Wilson for his DTC marketing efforts.

46 | DTC Perspectives • Summer 2012

Top 25

for over six years, laura Stamper has served in a variety of roles on the neurodegen-erative Diseases Marketing team at eMD Serono, inc. in her current role as Product Manager, she helps drive the strategic direction

of the brand and manages numerous innovative consumer initiatives designed to help educate and motivate people living with relapsing MS including Talk MS, an online educational

show, the MS lifelines ambassador program, and ChaT Programs. She is instrumental in building and maintaining relationships with MS thought leaders and core MS advocacy organizations. laura’s extensive knowledge of the disease state and marketplace are critical to her success, but it is her passion for the patients and focus on developing marketing solutions that truly help patients live well with MS that sets her apart.

laura received her Bachelor of Science in Marketing from the uni-versity of rhode island and currently lives outside Boston in Weymouth, Ma. laura has participated in the national MS Society’s Bike MS Cape Code getaway, riding to support a close friend living with MS.

Brian lange is currently a Marketing Director with glaxoSmithkline in its uS Pharma-ceuticals Business. Within his current role, he has responsibility for all DTC activation and strategy development for several brands within the Cardiovascular and urology

franchises. Prior to joining gSk in January 2011, Brian spent approximately six years work-ing in a series of progressive roles within the Consumer Companies of Johnson & Johnson, including as the Senior Brand Manager on JohnSon’S Baby and Brand Manager on SPlenDa. Throughout his marketing career, Brian has been a committed champion of mar-keting to diverse consumer populations – with experience developing marketing plans for both the hispanic and african-american communities.

his track record is one of delivering business growth, marketing and communications excellence, and a relentless focus on eliminating organizational churn and identifying the true business opportunity and challenge. he’s worked on teams that span the globe and is known for always having a good joke, a funny story, and an on-the-fly analogy for just about anything.

his most prized marketing awards and accomplishments include championing the development of the first two mobile-friendly brand websites at gSk, developing one of the first integrated facebook campaigns for the Baby business at Johnson & Johnson, spearheading the launch of SPlenDa with fiber, receiving an award from adage for “Best holi-day Print” in 2007 for SPlenDa, and being selected as the Duke Marketing “above and Beyond” alumni of the year in 2006 and 2007.

he has an MBa from Duke university, an undergraduate degree from the university of Virginia, and currently resides with his wife and three children in Chapel hill, north Carolina – so if you’ve got a question about anything related to the atlantic Coast Conference, he’s your man! originally from long island, he spent the first several years of his pro-fessional career working as a Strategy Consultant within the health Care and Pharmaceutical industries at PriceWater-houseCoopers before returning to business school. in his spare time, he’s an aspiring scratch golfer and a huge new york yankees fan.

BRIAN LANGEProduct Director – Cardiovascular and Urology,

LOVAZA, LEVITRA, STAXYNGlaxoSmithKline

LAURA STAMPERProduct Manager, Neurodegenerative DiseasesEMD Serono

laura Stamper from eMD Serono is congratulated for her work with patient communications by Brett Wilson of Parade.

DTC Perspectives • Summer 2012 | 47

Top 25

Carolyn leighton was most recently a key member of auxilium’s XiafleX® product marketing team as of 2010. XiafleX is a prescription medicine

used to treat adults with Dupuytren’s (pronounced, “Doo puh trenz”) contracture in the hand when a “cord” can be felt. Dupuytren’s contracture is a progressive hand condi-tion that can cause the fingers to bend into the palm.

upon joining the marketing team, Carolyn was presented with two challenges: first, to bring attention to this little-known hand condition, and sec-

ond, to give relevance to the only nonsurgical treatment option for Dupuytren’s contracture.

following the fDa approval of XiafleX and market launch in february 2010, she helped to spearhead the

product’s direct-to-consumer (DTC) campaign to raise awareness about Dupuytren’s contracture. in 2011, she transformed the consumer program into a fully-integrated cross-platform national marketing effort. The 2011 DTC program expanded beyond national print advertising to include a broadcast effort in select markets, a robust online program including WebMD placements, paid search, a re-designed consumer website, and a cus-tomer relationship management program.

Before joining auxilium, Carolyn spent significant time as a marketer on the agency-side, representing healthcare clients such as eMD Serono, glaxo-Smithkline, Pfizer and Shire. While at imc2, a Philadelphia-based digital mar-

keting agency, she led all aspects of interactive projects and campaigns, and at Pointroll, she coordinated all elements of multi-million dollar online advertising campaigns.

CAROLYN LEIGHTONProduct Manager, xiaFLexAuxilium Pharmaceuticals

(Formerly)

Tenacious. Passionate. and armed with 20 years of marketing experience. Jennifer ryan is responsible for numerous successful consumer and physician

brand promotions on the Merck Women’s Contraception healthcare franchise. This includes the brands nuvaring®, implanon®, nexplanon®, Cerazette®, Mercilon®, Marve-lon®, and livial®. in addition to her day-to-day brand responsibilities, Jennifer also challenges herself to play an active role to change Merck for the better. in fact, she’s a Certified Merck Sigma greenbelt. Jennifer is always ready to kick fresh thinking into gear!

Prior to her role at Merck, her diverse career spanned many disciplines and target audiences including community affairs, not-for-profit, consumer packaged goods, medical education, and ethical advertising. She’s led marketing and advertising campaigns for global pharmaceutical brands in the respiratory, cardiovascular, CnS, sexual health, and women’s health categories. She also has experience on consumer brands, such as Thomas’ baked goods and Starwood hotels and resorts.

Some of Jennifer’s most commendable work has been the topic of many women’s health conversations. The nuvaring® campaign “Monday, Tuesday, Wednesday” not only won the prestigious Silver Clio award, but also catapulted the brand into the consumer spotlight. Most recently, Jennifer launched the multi-channel DTC nuvaring® campaign “oh!” always looking for a new challenge, Jennifer is currently spearheading consumer initiatives outside of the united States.

Jennifer received a Ba in advertising and Business from Penn State university. She has completed Public relations coursework at nyu and attended the harvard Business School executive program. When she’s not busy eating, sleeping, and breathing marketing, she’s spending time at her residence in Cranford, nJ, with Buddy, her dog.

Brett Wilson of Parade congratulated Carolyn leighton dur-ing the private Top 25 luncheon.

Drawing from 24 years of Marketing, Sales and Training experience, Christopher leonardi has served as associate Director, uS on the CMl

(chronic myeloid leukemia) Brand Team at novartis since January 2011. During this time, Chris leon-ardi was part of the successful uS launch of Tasigna in newly diagnosed patients, and helped manage the over-

all transition of CMl business from gleevec to Tasigna in the Consumer Marketing arena.in 2011, he successfully rolled out Ph+ CMl Patient Summit in six uS cities. These programs

were designed to help patients understand CMl better and give them an opportunity to talk with a panel of Medical experts.

Chris leonardi is a two-time Presidents award recipient, earning his first in 2011 for the national launch of frontline Tasigna and his second in 2012 for the STeP-uP Program, a starter kit for Tasigna patients.

CHRISTOPHER LEONARDIassociate Director, TasignaNovartis Pharmaceuticals Corporation

jENNIFER E. RYANTeam Leader, Global

Contraceptives, GMC and CS, Merck & Co., Inc.

48 | DTC Perspectives • Summer 2012

Top 25