2021 eBook - Medical, Marketing and Media
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eBook
2021
#MMM40Under40
eBook
40 Under 40
Inside
Taking the Lead 3
MM+M
40 Under 40
The past year has posed its share of chal-
lenges — from a paradigm shift to virtual
care and communications, to necessary
15
conversations about racial equity. It’s clear Priorities for
that the new generation of healthcare mar- the Next Wave
keters are already beginning to translate of Health
the lessons learned from the COVID-19
pandemic into new opportunities.
Marketers
The world has turned its attention to
leaders in the pharma industry as problem- 17
solvers during this tumultuous year — with The Many
things such as mRNA, Pfizer and Astra-
Zeneca becoming public health household
Faces of
names. The newfound positive perception Mental Health
of the industry is fueling health marketers Acuity
to take an increasingly human approach,
to treat content more as experiences rather
than campaigns and to constantly search for
ways to be more inclusive and reach mar-
ginalized communities.
This year’s MM+M 40 Under 40 honorees
are all leaders spearheading these efforts
and courageously paving the way forward
in a new virtual world. Join me in congratu-
lating this year’s talented group of 40 Under
40 honorees.
Lecia Bushak
Senior reporter, MM+M
mmm-online.com 2
W hat turns potential
into access?
A TOUCH OF CYAN
Healthcare has changed.
Today, a brand’s potential depends on its access potential. Which means market access
teams have to make the most of every opportunity. And that’s what Cyan Health is all about.
Are you a pharmaceutical manufacturer who understands the importance of maximizing access
potential for your brand? Are you a healthcare communications rockstar who recognizes that
market access is the future of our industry?
In either case, connect with us, and we’ll show you what a little Cyan can do for your picture.
VISIT US AT
WWW.CYANHEALTH.COM
To learn more, please contact us at info@cyanhealth.com.
Maedan Anda
VP, creative director, Precisioneffect
The outstanding young marketers of Maedan Anda’s advertising career arc is
MM+M’s second annual 40 Under 40 impressive: a job with Yellow Pages straight
out of the Art Institute in San Diego, art
compilation prove that age is director in McCann’s consumer digital divi-
sion and 12 years at Precisioneffect, where
just a number when it comes to she was recently promoted to creative
achieving excellence director. Her commitment to unpacking
the complexity of illness and healthcare was
deepened when her son was diagnosed with
leukemia at age 4. Anda’s successes include
overseeing an award-winning campaign
for Cologuard, and she currently leads
the AUVI-Q brand, an epinephrine auto-
injector for life-threatening allergies. She
has also become a leader within the agency,
mentoring young art directors.
KR I ST I N
A LFI E R I - WA LDI E
Senior product
manager, marketing,
Endo Pharmaceuticals
In 2019, Kristin Alfieri-
Waldie pushed Xiaflex,
which treats Dupuytren’s
Contracture, to double-
digit growth after years of
Veronica Berk
VP of client services,
Scott Aldrich Jr.
stagnancy, which earned
her Endo Pharmaceuti- Clinical Trial Media
cals’ Marketer of the Year
VP, global marketing and strategy, Motus GI
Award. She has worked on As she climbed the ranks of project manage-
Xiaflex since joining Endo in ment at Clinical Trial Media, Veronica Berk
S cott Aldrich Jr.’s experience with medi- 2015, bringing a customer- earned the trust of pharmaceutical heavy-
cal device companies that operate with mar- centric mindset honed over weights such as Novartis, Eli Lilly and Merck
nine years of experience
keting as a hub means that he acts as a by excelling at clinical trial enrollment. Over
on the agency side. Her
cross-functional leader, aligning marketing, positivity and poise are
15 years, Berk filled hundreds of trials for
operations, sales and strategy teams in product- extolled by her coworkers. treatments ranging from diabetes to schiz-
driven collaboration. In his current role, Aldrich “Kristin can make a Zoom ophrenia, earning her a promotion last year
oversees marketing at medtech company Motus meeting feel as personal to her current position, where she oversees
GI, whose goal is to improve the outcomes and cost- as a live workshop,” says trial enrollment globally. She still finds time
efficiency of colonoscopies. With hospitals and clin- Nick Ferrara, executive to help care for her many nieces and neph-
director of marketing. “She
ics hindered last year, the ever-adaptable Aldrich ews — she’s one of 11 siblings — and raise
is a strong collaborator,
digitized Motus GI’s campaigns, enabling the com- seeking to bring people
funds for philanthropic organizations such as
pany to continue the launch of a new product into and teams together for the the Leukemia & Lymphoma Society, which
the hospital market. greater good.” honored her in 2019.
mmm-online.com 4
er’s current role includes istence. Angelo Campano’s
overseeing day-to-day ability to connect siloed
operations and helping the channels has enabled more
growing company expand effective communication,
its global footprint. She’s message distribution and
also active in her communi- outreach at every company
ty, including serving on the he has worked. Campano
Kearney Area Chamber joined OptimizeRx
MELA N I E
Lauren Fliegelman
of Commerce. last fall after a stint at
BRUNN ER
Ogilvy Health, where he in-
SVP, Ogilvy Health troduced electronic health
Marketing manager II, AbbVie
records capability and
Melanie Brunner has
spent most of her career
oversaw development in Lauren Fliegelman has become an essen-
point-of-care practices. At tial component of AbbVie’s women’s health
working to improve cancer
OptimizeRx, he streamlines
outcomes, including her team during her two years at the company.
comms for its life sciences
current role as Ogilvy Her main focus is the endometriosis treat-
partners. Campano is a
Health’s lead on Bristol ment Orilissa, but she wears many hats,
connector outside the
Myers Squibb’s oncology including overseeing brand strategy, lead-
office, too, as a volunteer
franchise. Brunner began K A T E CA LLA N
with the National Multiple ing tactics across the marketing mix and
her work with BMS by EVP, head of social
helping launch Yervoy, a media, Evoke Kyne
Sclerosis Society and PETA. developing new patient outreach streams
first-of-its-kind immuno- during the pandemic. Through it all, col-
therapy for skin cancer. Kate Callan landed at leagues say Fliegelman keeps the patient
That led to an in-house role Evoke Kyne right out of voice at the forefront of the team’s focus.
at BMS, before returning college and hasn’t stopped Previous stops include a stint at Digitas
to Ogilvy Health in 2018. climbing the ranks since. Health and the PR firm Beekeeper Group.
Last year, Brunner’s team Callan has driven at least
earned five FDA approvals 25% growth in social media
all while working virtually revenue in each of the past
— an environment Brunner three years, elevating what
thrives in, as her steady had been a specialty area
leadership and “just check-
PHI L DA LT O N
into a robust social media
ing in” calls helped keep and influencer practice. VP, creative director,
company morale high. She has led campaigns
TBWA\WorldHealth
across disease categories,
highlighted by a patient- In just a few short years,
education program, Joint Phil Dalton has become
Decisions, which allows
clients to collaborate with
an expert in the oncology
space, guiding successful
Natalia Forsyth
launches for brands such SVP, head of influencer engagement,
patient advocates living
with rheumatoid arthritis. as Lynparza and Opdivo. GCI Health
Her expertise has made He decided to focus on on-
When it comes to patient engagement,
her an in-demand speaker cology while a copywriter
at McCann Health because
Natalia Forsyth was ahead of the curve.
and campaign judge, all
while raising two sons. oncology’s ever-shifting On a 2009 trip to Nepal, she found that
KRY ST L E treatment paradigm posed teens on the internet had formed online
BUNT EM EY ER
an intellectual challenge health communities, trading knowledge
President, Scorr matched only by its re-
Marketing in an area with limited healthcare access.
wards. Dalton’s work on Forsyth took that insight and ran with it,
From intern to president: cutting-edge brands for
first to Wego Health, where she built some
It is not a well-trod career lymphoma and renal cell
path, but it’s the one carcinoma, among other
of the first online health communities and
Krystle Buntemeyer has specialties, for CDM NY, pioneered patient-influencer engagement,
traveled at Scorr since FCB Health and Grey then to Novartis, where she launched the
2005. Along the way, she’s ANGELO CAMPANO Health Group earned him a award-winning Living Like You platform.
interacted with more than management-level position In her first six months at GCI, she built out
SVP and principal,
300 pharma, health and at TBWA\WorldHealth. He the agency’s influencer offering (including
agency channels,
drug companies, and won also oversees charitable
OptimizeRx Walgreens’ largest influencer program) and
awards such as a 2017 efforts at all agencies with-
Marketer of the Year honor As anyone who has worked in Omnicom World Health
launched a TikTok program for the Tre-
from the Omaha chapter in healthcare marketing can and has helped formalize vor Project. She also finds time to volun-
of the American Marketing attest, fragmentation is the talent acquisition initia- teer with refugees, teach yoga and consult
Association. Buntemey- bane of the industry’s ex- tives at TBWA. across key client portfolios.
mmm-online.com 5
of Level Ex marked the first MJH Life Sciences has built
time a video game studio an in-house digital content
was acquired by a major studio, embraced enter-
healthcare company. Glas- prise data and technology
senberg is also involved in platforms and launched
nonprofits working on K-8 a slew of new offerings
education and solar energy. across multiple channels.
That flexibility and partner
DA N F R E D E MA N CA IT LI N FULFO R D reach enabled the company
Associate director, U.S. Senior director of to quickly form a COVID-19
oncology marketing, account strategy, Coalition to help keep
Daiichi Sankyo Verywell healthcare professionals
informed of the latest coro-
When Dan Fredeman made Caitlin Fulford likes to
navirus science.
the leap from scientific describe her approach to
research to marketing in account management as
2013, he brought with him “white-glove service.” A
insights from years in bio- do-it-all marketing whiz, KRISTEN HARTMAN
material and computational Fulford’s colleagues say she Chief client officer,
materials labs. He’s spent has transformed account Wego Health
his entire marketing career strategy at Verywell in two
in-house with the U.S. sub- short years, driving over Kristen Hartman excels at
sidiary of Daiichi Sankyo, 50% revenue growth and designing marketing cam-
Japan’s second-largest 95% renewal rate across paigns in partnership with
pharma company, helping campaigns for the health- patients, so it’s fitting she
landed at Wego Health, a
A MY HO UCK
guide oncology therapeutic and-wellness website.
pioneer in patient engage- Director of digital
launches while steering Her strategic makeover marketing, Pascale
complex alliance projects included optimizing ment tactics. In her decade
with Wego, she rocketed Communications
such as an internal task- workflows and campaign
force that brings together analytics reporting to up the ranks from team Amy Houck’s social
patients, oncologists developing new advertising member to the C-suite, media career goes back
and pharmacists. offerings and competitive where she oversees client to the era of online forums.
pricing models. services and leads strategy She teamed up with
and development for inte- Pascale Communications,
grated projects. Her col- where in the last few
leagues extol her influence years she has boosted
on the company culture, ROI for clients more than
which earned Wego Health six fold. Houck works
a 2020 Best Places To closely with her team
Work honor from MM+M. to create targeted paid
media plans for health-
care brands. She is also
SAM GLASSENBERG active outside the office
Marie Freeberg CEO and founder, as a mother of two, a
Level Ex participant in digital
marketer groups and an
Senior director, alliance
Sam Glassenberg must be avid painter.
management, MyHealthTeams
one of only a few people
As the person in charge of managing part- to make the leap from MI CHA E L
nerships between pharma companies and video games to healthcare, HE NNE SSY
though it may be more ac-
MyHealthTeams’ patient social networks, CEO and president,
curate to say he fused the
Marie Freeberg has been extra busy over MJH Life Sciences
two seemingly disparate
the past year, as digital connections have industries six years ago In Michael Hennessy’s two
been crucial. She’s launched more than when he founded Level Ex, years as CEO and presi-
a dozen patient education initiatives in which creates video games dent at his family’s busi-
that time. Freeberg’s educational back- for physicians. Glassenberg ness, he has modernized DR. HARSHIT JAIN
ground in biomedical engineering and has a nose for innova- MJH Life Sciences, driving CEO and founder,
tion. Last year, he added growth with a digital/ Doceree
translational medicine, plus experience
COVID-19 levels to teach video-first strategy, events
in pharma consulting, inform her current frontline doctors how to innovation and smart acqui- Dr. Harshit Jain’s adroit
role, which straddles consumer insights, diagnose and treat patients sitions (such as UBM Life use of data to drive inno-
brand management and marketing, edi- during the pandemic. And Sciences Group). Under vative campaigns has won
torial content and legal review teams. Brainlab’s 2020 acquisition Hennessy’s leadership, awards, including a Cannes
mmm-online.com 6
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PASCALECOMMUNICATIONS.COM
Lions Grand Prix for Good. Disney, but her educational healthcare challenges
Upon earning his M.D. in background and passion for since she was an under-
internal medicine, Jain science made for a natural grad at Carnegie Mellon.
established India’s first transition to healthcare Then, she worked for a
bone marrow donor communications. She held a tiny startup that devel-
registry, then jumped to succession of account man- oped a computer-assisted
marketing with McCann agement roles at agencies system to help orthope-
Health. His latest venture including BGB and McCann dic surgeons perform
Doceree is a programmat- RCW, but her sense that hip replacements. As a
ic marketing platform that
allows pharma companies
social media was under-
utilized led her in 2015 to
summer intern at Sie-
mens, Ma contributed to
Chris Mateo
to target doctors with cofound HashtagHealth, the company’s first quality Senior business strategy manager,
precision messaging. one of the first social measures solution, then healthcare, Microsoft
The theory? Lower adver- media agencies to focus went on to work in strate- After a decade in the healthcare indus-
tising costs will reduce exclusively on healthcare. gy at Digitas Health,
try, Chris Mateo joined Microsoft in 2018
drug prices. The agency surpassed its Klick Health and now
5-year goals in 18 months, Evolution Road. Col- with a purpose: to figure out how to lev-
and has worked with Agios, leagues say Ma’s passion erage technology to eliminate barriers to
Epizyme and Amgen. for digital innovation is health access. The mission is personal,
matched only by her as Mateo’s family has experienced first-
love for her golden- hand the difficulties of navigating Ameri-
doodle, Bowsie. ca’s complicated healthcare system due to
language barriers and providers that aren’t
speaking to diverse populations. His big-
gest accomplishment so far is launching
SARA H K A L OS A
Microsoft Cloud for Healthcare, the tech-
Media director,
Smarty Social Media V . A . LO P E S nology giant’s first industry offering, which
SVP, Pryme Agency combines computer services for data and
Being a digital native has AI, productivity and collaboration, and
helped Sarah Kalosa adapt An early stint in market business process into one solution.
to the ever-changing research fresh out of
nature of social advertising. college taught V.A. Lopes SHA NNO N
Since graduating college the importance of data to MI T CHE LL
in 2013 with a degree in behavioral marketing, which Associate director
mathematics and statis- has guided her healthcare U.S. consumer media,
tics, Kalosa has leveled up career since. After working Merck
from company to company, for heavyweights such as
bringing with her a book of McCann Regan Campbell Shannon Mitchell’s
clients whose social media Ward and Calyx Health patient-first mentality
strategies she’s expanded and in the biotech/startup and consumer marketing
(and, in some cases, creat- environment, she landed at background intersect
Zoila Mora
ed anew). Her colleagues Pryme in late 2019, where at Merck, where she has
say she’s a “rare unicorn” she applies her experience directed print and digital
who pitches in on overall and behavioral insights to media planning across VP, medical and scientific services,
account strategy and has overall brand strategies, consumer channels since Ashfield MedComms
won numerous industry marketing campaigns and 2017. She excels at bringing
awards for clients. partner relationships. brand messaging to the Zoila Mora first joined Ashfield Med-
point of care, improving Comms as an editorial assistant back
patient-physician dialogue
in 2005, but her goal was always to be
and, ultimately, health
outcomes. She does this
a medical writer. Her creative abili-
in part via an old-school ties flourished as she accepted writing
faith in the power of print, tasks and worked her way up the com-
believing that targeted pany ladder to her current role over-
print advertising drives seeing medical and scientific services.
better brand loyalty and Her primary area of interest is oncol-
BRITTANY LATSON B E R N I CE MA
recall in our fast-paced,
Managing partner, Associate principal, ogy, and she has helped launch two
over-inundated digital
account and operations, digital health practice, major immuno-oncology therapies with
world. The results don’t lie:
HashtagHealth Evolution Road Bristol Myers Squibb, from participating
an average of 3-to-1 ROI for
Brittany Latson spent Bernice Ma has been clients across category and in trial design to guiding medical strat-
a decade working for using technology to tackle disease state. egy and communications.
mmm-online.com 8
for the multiple myeloma has accomplished with Saatchi, with a heavy-
treatment Revlimid, one DeepIntent, a program- hitter client list including
of the largest drugs in the matic advertising platform Verizon, Samsung and Blue
U.S. (more than $8 billion in that leverages machine Cross Blue Shield. When
2020 sales). Mukherjee has learning and AI to reach she switched to strategy,
developed marketing strat- 320 million patients and 1.6 she jumped straight into
egies for the sales team million HCPs. Paquette cut the deep end, advising
members to engage with his teeth in data analytics at Allergan on acquisitions
MICHAEL MORGAN healthcare professionals. Memorial Sloan Kettering. and creative development.
VP of business DeepIntent now serves Reimer is Heartbeat’s
development, seven of the 10 largest life “client whisperer,” with a
Mesmerize sciences companies adver- nose for creative thinking
tising in the U.S. that led to double-digit
Michael Morgan’s first task
growth in 2020, her first
at Mesmerize in 2019 was
full year with the com-
a doozy: Expand a recently
pany. She is spearhead-
acquired digital point-of-
ing work on a women’s
care network. Relying on
health product from Agile
prior experience with Pa-
Therapeutics. Reimer also
tientPoint, Morgan added COLIN O’YOUNG
pulls double-duty guiding
a range of pharmacies, Director, video her daughters’ successful
doctors’ offices, clinics and production, Klick Health acting careers.
community-based organ-
KA T PI SCA T E LLI
izations, installing more Colin O’Young joined Klick
Group account director,
than 2,000 digital media Health as a paid intern to
VMLY&R
screens that connect fund his Master of Educa-
patients to educational tion studies, but his teach- Within the global market-
information. He was quickly ing background ended up ing agency VMLY&R, Kat
promoted; he also start- proving useful to the agen- Piscatelli creates branding
ed a leadership coaching cy. His ability to explain for pharma giants such
club within the company. detailed concepts got him as Pfizer, Allergan, Merck
Outside work, he’s involved hired as the learning and and Sanofi. Her specialty is
in charitable initiatives with development coordinator; product launches, and she’s
the HIV/AIDS community. later, he built the compa- worked on memorable LIZ RISENBERG
ny’s video production team campaigns including Body Product marketing
from the ground up. It’s Language (for Xeljanz), director, Lumenis
now an integral part of the Ahh Sleep (Belsomra) and
business, with 12 staffers Yesss! (Linzess). In her
and a bushel of awards, Not many marketing
current role, Piscatelli is
including an MM+M Gold careers begin in the Israeli
responsible for $15 million
Award for an unbranded Defense Forces, but not
in revenue and is the young-
Versed on HPV campaign. many people have proven
est person to be named a
O’Young also plays guitar, as multi-talented as Liz
group account director in
SMITA bass and drums for Klick’s Risenberg. Risenberg
VMLY&R’s health practice.
MUKHERJEE in-house band, The spent six years in the
Colleagues describe her as
Associate director, Dead Pixels. IDF’s Military Prosecu-
a “high-octane, innovative
U.S. multiple myeloma tion department before
force of nature.”
marketing, Bristol leaving to get an MBA at
Myers Squibb London Business School.
From there she worked at
Smita Mukherjee’s entry Strategy& (formerly Booz
into healthcare marketing and Company), where she
is unique: While conducting became drawn to health-
post-doctoral research on care. At Lumenis, Risen-
Alzheimer’s, she became berg has led double-digit
intrigued by the industry’s CHRIS PAQUETTE growth through develop-
commercial aspect. After ment of a new product line
CEO and cofounder, JODI REIMER
earning her MBA at Whar- for dry eye and new digital
DeepIntent Strategy director,
ton, Mukherjee worked in capabilities for glaucoma
Heartbeat
oncology marketing for Founding a company is devices. She also spear-
Novartis before joining one thing; tripling revenue Jodi Reimer climbed the heads the vision team’s
Bristol Myers Squibb in year-over-year for four ranks in account manage- global training efforts,
2020. She plays an integral straight years is another. ment at agencies includ- which aligns nicely with her
role on the marketing team That’s what Chris Paquette ing Grey and Saatchi & passion for world travel.
mmm-online.com 10Congratulations to our own Renée Watson for being named to MM+M’s 40 Under 40. Renée is not even close to 40 but is close to perfect in our book. We believe in you all the way, Renée! elevatehc.com @elevatehcm
urology marketing director, Health, joining as a market
where she boosted market access consultant when
share for the company’s she was 27. Six years
BPH domain around the later, she’s the lead on two
launch of the cutting-edge of the agency’s largest
laser, MOSES 2.0. accounts and is in charge
of its marketing efforts —
among other teams she
ANTO N I O RI VERA
James Woodland
manages. Van Iderstine
Associate director of drove Cyan Health to its
inclusion and diversity, best year ever in 2020,
Intouch Group Chief strategy and financial officer,
with 100% client reten-
CMI Media Group and Compas
tion, 40% revenue growth
Big pharma has talked a lot
and 38% staff increase. CMI Media Group and Compas has had
about health equity recent-
Colleagues say her recent
ly, but it’s people like Anto- double-digit growth every year for years
CR YS T A L S O N management of a major
nio Rivera who turn that into
account through multiple
now — even in 2020 — and a significant part
action from the agency side. Director, healthcare
client lead transitions of that can be credited to James Woodland’s
Rivera has overseen a 16% analytics, Civis Analytics
is emblematic of her leadership. In his nearly 20 years with the
year-over-year increase in
Crystal Son’s career in strategic prowess, brand agency, Woodland has redesigned the com-
BIPOC representation at In-
health began in govern- stewardship and effective pany’s structure, led during the transition
touch Group, which in turn
ment with the New York client engagement. after WPP acquired CMI Media in 2015,
leads to more inclusive mar-
keting. He also oversees the City Department of Public created the commercial team and insti-
agency’s internal Inclusion Health and Mental Hygiene, tuted an OKR process that every employee
and Diversity Alliance, where she translated lab uses as a guide to achieve goals. He is also
which works to increase data into diabetes manage-
dedicated philanthropically, as a mem-
multicultural competency. ment solutions for HCPs
and patients. Son leads ber of the Life Sciences Angel Network,
Rivera is involved with the
Chicagoland Diversity, Eq- the healthcare practice at an investment group focusing on life sci-
uity and Inclusion Alliance Civis with a mission to make ence and health IT.
and the “By Chicago, For marketing more data-
Chicago” initiative. driven and precise. She was
recently tapped by Illinois
Gov. J.B. Pritzker to lead a R E NÉ E WA T SO N
team of epidemiologists in Supervisor, client
analyzing and translating engagement, Elevate
COVID-19 case data, and Healthcare
making recommendations
for preventative health Renée Watson’s first
measures. A certified Pro-
Jason Zemcik
assignment after joining
ject Management Profes- Elevate Healthcare in
HILA SHABTAI sional and hospital Infection 2016 was on Kaléo’s Evzio
Prevention Practitioner,
Senior director, project
Urology marketing naloxone auto-injector,
Son also holds a Master management, TrialCard
director, Lumenis a crucial tool in the
of Public Health degree fight against the opioid
Hila Shabtai is comfortable with an epidemiology epidemic. Her success In his current role at TrialCard, Jason
in male-dominated fields. concentration. earned her a spot on Zemcik manages the TC Synapse suite of
As a commander with the Johnson & Johnson’s risk mitigation and compliance tools to
Israeli Defense Forces, DePuy Synthes account, safeguard pharmaceutical manufacturer
Shabtai was the first where she was a key co-pay programs. It’s the latest of many
woman to lead an all-male, player on the launches of
hats Zemcik has worn for the biopharma
100-member field compa- the Velys Digital Surgery
ny. From there, she worked platform and Velys solutions company — director of clinical
in corporate finance Robotic-Assisted Solu- operations, corporate marketing commu-
at Procter & Gamble, tion for surgery. Within nications manager, operations manager
managed mergers and ac- Elevate, Watson is well- for reporting and analytics, and manager
quisitions for billion-dollar J A MI E V A N liked for her tenacity and of co-pay and voucher programs — driving
tech corporations at KPMG I D E R S T I NE fun-loving spirit. She also growth. An Army vet and avid Pittsburgh
Advisory and was a portfo- volunteers with Bringing
SVP, client engagement, sports fan, Zemcik has a Bronze Star Medal
lio manager at the venture Cyan Health Hope Home, a Philadel-
capital firm Viola Ventures. phia nonprofit that sup- for service in Afghanistan, an Army Com-
After 2.5 years at Lumenis, Jamie Van Iderstine was ports families suffering mendation Medal for service in Iraq and
she was promoted to employee No. 1 for Cyan from cancer. he has written nine sports books.
mmm-online.com 12Colin O’Young
Filmmaker, Proud Dad, Drummer, Klickster
Healthy careers feel limitless.
Working at Klick feels different.
It’s where you can do the greatest work of your career, with
people you love, in an environment that supports your growth.
As Klick experiences exponential growth year-over-year, so do the
people who help make it happen. Because we’re constantly evolving
and changing, we invest in talent early and often to develop future
leaders at all levels. Congratulations to Colin O’Young and all the Heal work.
leaders featured in this year’s MM+M 40 Under 40. careers.klick.com40 Under 40
eBook
Priorities for the Next Wave
of Health Marketers
Relationship building, experiential content, diversity and more
BY DEBORAH STOLL
Ahead of the MM+M 40 Under 40 Awards, past and present is being very thoughtful in its messaging, which for us includes
honorees Mike deLima, associate creative director, Klick Health; shifting from printed brochures, to digital. That has created a
Smita Mukherjee, associate director of marketing, Bristol Myers huge shift in the industry regarding how we create our educa-
Squibb; and Danielle Salowski, industry manager, health, Face- tional materials.”
book, convened in a panel presented virtually to discuss the press- DeLima echoed Salowski, doubling down on the importance
ing issues facing young health marketers and creatives today. of knowing your communications medium and how to activate
Moderator Lecia Bushak, MM+M senior reporter, kicked off the properly within it, while simultaneously considering creative in
discussion asking the participants how the widespread adoption a different way. “Marketers should be looking at content less as a
of virtual care and virtual channels has affected communications. campaign and more as an experience,” he said. “We need to con-
“If you look back, 2020 disrupted a lot of things, but it com- sider what the news and outlet earned media story around it is
pletely disrupted how we went to market and the ecosystem of and what people are saying about it. It’s important to think about
how we reached and connected with HCPs and patients,” said those things holistically and then figure out how to break through
Salowski. “Having access to healthcare information and phy- from just creating another ad that’s going to get lost in the mix.”
sicians across mobile devices has given people better and more Three of the most pressing issues facing health marketers today
improved access; it’s one of the silver linings of 2020.” include data, diversity and agility.
If Mukherjee had a crystal ball, she “would predict that the “At this point, we have a deluge of data that we can collect, but
future of pharma marketing is going to entail building relation- there is very little integration between the data collection and how
ships first, which will translate into virtual interactions later, that marketers are using it,” noted Mukherjee. “When we don’t have
are far more efficient. What the pharma industry is doing now a lot of crosstalk between personal promotion and non-personal
mmm-online.com 1440 Under 40
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digital promotion, there are difficulties merging the data which
allows us to look at a customer in a 360-degree view. Right now, a
lot of the people are working in silos; we need to be able to merge
those so that we can give our customers a seamless experience.”
DANIELLE SALOWSKI
Industry manager, health, “Diversity, equity and inclusion are no longer the elephants in
Facebook the room,” opined Salowski. “Our industry is so uniquely posi-
tioned to make a massive impact here … frankly, I would call it an
obligation. All of us need to do better to serve Black Americans and
underrepresented communities. We all need to be more mindful
of what representation looks like in our creative campaigns and
within our teams. And we need to be seeking more diverse per-
SMITA MUKHERJEE spectives when making marketing decisions to ensure that our
Associate director of marketing, strategies are representative of the communities we’re serving.”
Bristol Myers Squibb
For deLima, the healthcare space has long struggled with agility.
“In terms of the research that goes into our work, the numerous
regulatory bodies, even producing the work can be an extremely
arduous process,” he said. “We need to come up with faster ways
to conduct research, move work through regulatory bodies and
gain approvals. The more we can start to look at these processes
MIKE DELIMA and really tighten them up, the more I think, when the work finally
Associate creative director, gets out into the market, it will be as culturally relevant as the day
Klick Health
we conceptualized it.”
The conversation ended on a high note, considering the pub-
lic’s turnaround from long harboring a negative perception of
pharma due to issues such as drug pricing or the opioid epidemic,
to a more positive spin since the pandemic.
Salowski cited a recent Clickwired Harris Poll that showed
LECIA BUSHAK pharma had a 62% favorability rating and only an 18% negativ-
Senior reporter,
MM+M ity. “That’s incredible,” she said. “What we need to do now is
translate all the things pharma did this year that served to make
it more human, take everything we’ve learned from corporate
equity and messaging campaigns about humanizing our brands
and continue that momentum.”
“COVID has shown us that vaccine development and health-
“2020 completley disrupted how we care needs to be for everyone,” said deLima. “That feeds into
what we show, who we show and how we portray life. That’s the
went to market and the ecosystem beauty of targeting. That is something we can absolutely control.”
of how we reached and connected “If we don’t have voices from all different communities, mak-
ing the decisions at the highest level in pharma, how are we going
with HCPs and patients. Having to address health problems for the entire population?” Mukher-
jee added. “If pharma is truly committed to diversity and inclu-
access to healthcare information sion, it needs to make clinical trials more diverse, involving people
and physicians across mobile devices from different backgrounds, with different ethnicities and differ-
ent genetic profiles.
has given people better access; it’s This will give us clinical trial results that are applicable to a
one of the silver linings of 2020.” much broader population.”
This generation of healthcare marketing leaders have lived
through the most challenging times of their careers. Hearing that
they have emerged more knowledgeable, more passionate and
more determined to enact change in the world is an inspiration
for pharma and the world at large.
mmm-online.com 15At Verywell, We Put Our Users First
Our approach is to keep it simple: The best content that’s trusted and
empathetic, the fastest site, and a clean and respectful ad experience.
It’s how we’ve grown our audience 201% in just 5 years!
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Source Monthly UVs: Jan 2021. Source: comScore % Change Media Trend (May 2016 – Jan 2021)40 Under 40
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As a precursor to MM+M’s 40 Under 40 Awards event on March 25, 11 of this year’s honorees gathered for a virtual roundtable sponsored by Verywell,
opening up about the heightened emphasis on mental health and wellness in the workplace given the added challenges of the pandemic.
The Many Faces of ing more people searching for services than ever before. Putting
mental health at the forefront has become crucial for organiza-
Mental Health Acuity
tions, which means that leaders have had to find ways to keep
their employees feeling motivated, safe and happy.
At HashtagHealth, an “honest survey” went around, asking
Eleven 40 Under 40 honorees discuss everyone in the organization to express how they were dealing.
how their organizations have incorporated “Answers ranged from ‘Sometimes I need to go for a long run,’ to
mental health into the workplace ‘Sometimes I need to eat a bag of peanut butter M&M’s and drink
a bottle of wine,’” said Brittany Latson, managing partner, account
BY DEBORAH STOLL and operations. “I’ve shown up on camera with my baby’s spit-up
on my shirt and said, ‘I’m exhausted, I have 75 unread emails from
Ahead of the MM+M’s 40 Under 40 Awards on March 25, the past hour … how are you?’ Just saying that and showing that real-
11 of the honorees convened at a virtual roundtable, sponsored by ism, helped others feel better, like it was OK to be stressed out.”
Verywell and moderated by Lecia Bushak, MM+M senior reporter, Like Latson, Amy Houck, director of digital marketing at Pas-
to discuss how mental health includes everything from creating cale Communications, is a mother of two who allowed “everyone
safe spaces for difficult conversations to unlimited PTO to being to see the mess. I’d be wearing a Nike T-shirt in a pitch meeting,
“a hot mess with bad hair, wearing a T-shirt with a kid singing Let with the baby on my lap and the other one pulling on my leg.” It
it Go in the background of Zoom.” was that very form of humanism that made others in her organ-
Over the last 12 months, anxiety and depression rates have ization know they weren’t alone and allowed them to feel com-
increased exponentially, with mental health care providers see- fortable showing up as their authentic selves.
mmm-online.com 1740 Under 40
eBook
“[Work and
home] can fuel
each other. It
doesn’t have to
be about taking
a break from
one thing to
attend to the
other, but each
can inspire
the other.”
Taking a page from Ruth Bader Ginsburg, Crystal Son, direc- sations have been a major support in this time mental strain. As
tor, healthcare analytics at Civis Analytics, touched on the way both the only woman and the only woman of color in senior lead-
in which we have forever divided work life and home life, but ership at Pryme, her colleagues have been going out of their way
that “they can fuel each other. It doesn’t have to be about tak- to ask if she is OK; trying to understand how she is feeling and
ing a break from one thing to attend to the other, but each can what she needs. “This has been a very jarring time for everyone,
inspire the other.” whether they are a person of color or not,” said Lopes.
Accentuating that idea, Jamie Van Iderstine, SVP, client engage- Making a work move during the pandemic could have made
ment at Cyan Health, noted that leaders need to recognize that bringing your authentic self to work even more challenging,
nothing exists in a vacuum; that how one leads impacts employ- considering you never met the people you’re working with, in
ees not only on the job, but indirectly in their personal lives. “By person. But Angelo Campano, who moved into his role as SVP
respecting our employees, checking in and remaining flexible, and principal, agency channels at OptimizeRx five months ago,
we create a positive work experience that can filter into their per- didn’t only change jobs; he changed mindsets. “Before, I was
sonal lives.” working for a company that had no mental health support; no
For Bernice Ma, associate, principal, digital health practice at one was empathetic and meetings were insane. Now I’m able to
Evolution Road, clarity and kindness are key. “Sometimes just take care of my people and clients and am feeling that mental
saying, ‘Right now, I am not expecting you to deliver a perfect clarity myself.”
deliverable, it’s really about getting through the week and feel- For Antonio Rivera, associate, director inclusion and diversity
ing confident,’ can help relieve the pressure,” said Ma. at Intouch Group, taking stock of some of the positive aspects of
Typically, wearing our emotions on our sleeve has not been WFH as Intouch moves into a hybrid schedule, has opened up an
encouraged in corporate settings, but everyone agreed that this entirely new way of hiring. “We’re rolling out new ways to hire that
past year has been anything but typical. “We’re not used to seeing have nothing to do with a physical location,” he said. “In fact, it’s
deep levels of empathy from our leadership team,” noted Natalia affecting our ability to hire from new communities and increase
Forsyth, SVP, head of influencer engagement at GCI Health. “But our racial and ethnic makeup.”
last week on one of our calls we had a courageous conversation And as we all move closer to a new new normal, let’s toast to
about the Atlanta shootings and the woman leading it started to virtual happy hours turning to real life soon. As Shannon Mitch-
cry. That opened up space for all of us to feel safe and comforta- ell, associate director U.S., consumer media at Merck, poignantly
ble communicating.” put it, “We like to have fun in media and we’re missing our friend-
For V.A. Lopes, SVP at Pryme Agency, these types of conver- ships. I miss people all the time.”
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