Qualifications
Omnichannel marketing in healthcare can be complex, challenging to execute, and requires significant resources with uncertain returns. With over 20 years of leadership experience in the pharmaceutical, biotech, and CPG industries, I've advised executive leaders and spearheaded teams in devising and executing high-impact, ROI-driven omnichannel marketing strategies and solutions. This includes collaborating with 100+ companies spanning large-pharma to small-tier biotech firms across 500+ brands/products in all stages of product lifecycle, alongside major media agencies.
As the former Group General Manager and Senior Vice President of WebMD’s Medscape U.S. HCP business, I spearheaded the commercial operations and success of a 300-employee division. My responsibilities encompassed:
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Revenue Growth:
Go-to-market strategies, competitive differentiation, sales positioning
Identification of new revenue streams for client and company benefit
New product vision and voice of customer
Evaluation and successful integration of strategic acquisitions into company operations
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Commercial Operations:
P&L management
Sales: recruitment, organization and training of industry's leading consultative Sales team
Client Delivery: oversight of account and project management operations, including client satisfaction
Commercial Clinical Strategy: oversight of clinical strategy and analytics functions
Medical affairs
Paid market research
Employee compensation structures and performance management
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My career trajectory includes pivotal roles in commercial analytics and business development in advertising agencies and a management consulting firm, leveraging digital platforms to enhance efficiency for investment banks and pharma. I hold a Bachelor’s degree in biology from the University of Montana and a Master’s in evolutionary biology from Queen’s University, Ontario, Canada.
Services
Throughout my career, I've held firm to a central tenet: listen closely, evaluate meticulously, collaborate extensively and act measurably. This method has consistently driven results for my clients. Drawing upon two decades of experience and specialized knowledge in crafting and implementing data-driven digital marketing solutions for healthcare professionals and consumers, I can simplify the complexities of digital marketing. I will help you:​​
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Strategize Digital Marketing: Develop comprehensive solutions, including how to:
Optimize the media channel blend to align with each stage of the product life cycle.
Leverage content personalization and orchestration strategies like Next Best Engagement (NBE); differentiate vendors who excel in delivering effective NBE from those who merely claim to do so.
Achieve the optimal equilibrium between programmatic advertising across the open web and strategic purchasing from traditional endemic publishers.
Determine the best combination of formats and tactics to maximize your reach and frequency among your target audiences.
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Identify, Evaluate and Recommend Corporate Acquisitions: Thoroughly assess potential corporate acquisitions in support of digital, omnichannel marketing and analytics/measurement, examining value proposition, competitive advantages, and market potential for growth. Provide strategic counsel on internal operational readiness and effective integration.
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Optimize Internal Team Alignment: With an extensive background steering diverse Pharma and Biotech clients and their agencies, I am primed to expertly orchestrate, staff, and prioritize internal backend operational support and sales team structures to ensure seamless execution and maximum impact for your digital marketing initiatives.
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Navigate Vendor Selection: Cut through the sales jargon and industry buzzwords to illuminate who is best positioned to support your brand objectives. I will guide you in:
Assessing and contrasting the products and services provided by different vendors.
Discerning vendors with a history of consistently flawless execution and a flexible and collaborative approach to partnering.
Identifying the omnichannel strategies that yield profitable ROI while steering clear of approaches that drain resources without significant returns.
Distinguishing the critical factors to prioritize when selecting measurement partners.
