My Experience
Digital Health
I have led marketing efforts for Digital Health products across multiple organizations, most recently as the Marketing Director for the US Digital Healthcare team at Sanofi.
At Sanofi, I played a pivotal role as a Digital Healthcare leader, focusing on our customer journey and developing a targeted messaging strategy to address the needs of diverse stakeholders. One of my key achievements was successfully launching a comprehensive website, aimed at increasing awareness of digital health solutions among payers and other important stakeholders.
Prior to Sanofi, I led marketing strategy for Digital Therapeutics (DTx) at other innovative healthcare companies. at Happify Health, I was one of the early hires in their DTx group, responsible for supporting the development and marketing efforts of a digital health product focused on Multiple Sclerosis in collaboration with Sanofi. I then expanded my responsibilities to include commercialization strategy for internally developed Prescription Digital Therapeutics. This involved gathering insights from healthcare professionals and patients to shape user journeys and inform key product features, as well as identifying strategies for EHR integration and distribution channels.
I later joined Orexo as a Marketing Director to lead the marketing efforts for their first DTx product, vorvida(R). Vorvida is a unique program clinically proven to help users reduce alcohol consumption through CBT-based tools and techniques. In this role, I managed all agency efforts, overseeing the development of digital and social media campaigns, influencer campaigns, and custom content initiatives. By gaining credibility from trusted resources, we successfully increased traffic to the website and eCommerce storefront. Over the course of six months, these highly efficient initiatives more than doubled our monthly website traffic, resulting in a remarkable 145% increase in visitors.
With my extensive experience in the digital health industry and a proven track record of driving successful marketing campaigns, I am dedicated to leveraging my expertise to make a lasting impact in the field.
Consumer Health
I had the privilege of working on some of the most iconic consumer health products in the world. From uncovering new insights for Claritin that grew our Hispanic efforts to reach new levels, to repositioning Midol to a younger, more digital-forward target, I am proud of the impacts I made on all of the brands touched throughout my tenure at Merck (later acquired by Bayer).
Some of my proudest accomplishments resulted from collaborating with amazing colleagues throughout Bayer. In one instance I led a cross-brand promotional event, working with agencies to develop digital and instore executions. After gaining alignment across 5 brand teams spanning 3 business units, my Sales partners and I were able to secure valuable incremental trade support across multiple key accounts, driving $1MM in incremental sales for Bayer Aspirin alone.
It was an honor to work on the “Wonder Drug” - Bayer Aspirin. It’s a drug that has been around since 1899, but we were still able to find new, modern ways to connect with its users. I created the Bayer “Extra Day” campaign in honor of Heart Month that fell on a Leap Year. Through social media and other digital efforts we drove an incremental $5MM sales.
In addition to the tradition consumer-oriented Brand Management positions I held, I also led Innovation and New Product Development for Bayer’s Digestive Health brands.
Healthcare Professionals
While most of the products I have marketed DTC, they are often heavily influenced by HCP recommendations. I have led many initiatives targeting HCPs directly and understand the nuances in communicating with them.
DTC products that are heavily reliant on HCP recommendations have some unique challenges. Not only must you convince the HCP that this is the right approach, but you also must ensure they are armed with some simple and motivating talking points that they can relay to the patients. And unlike typical pharmaceutical marketing, OTC and DTx marketing efforts rarely have a field sales force calling on HCPs. I have focused many of my years of HCP Marketing working to overcome these challenges.
For a time I led the HCP marketing efforts for the MiraLAX brand. At the time, MiraLAX was a relatively new OTC brand and we estimated that around 70% of purchases were driven by HCP recommendations, so HCP campaigns were integral to our overall brand strategy. While I was the HCP marketing lead for MiraLAX, I increased HCP recommendations by 10% through various initiatives including mailers to doctors’ offices and pharmacies, digital advertising campaigns and product sampling efforts.
For DTx products, understanding how to target and influence the HCPs is critical for success. At Happify, I ran Market Research projects to understand what kind of information doctors need to see in order to use a DTx, as well as understand what kinds of dashboards they would (or would not) want to have access to. At Orexo, I created brochures and other tools that HCPs can access to learn about the programs and ultimately have the talking points to get their patients on board as well.
Insights
I spent some of the early years of my career at Added-Value, now one of the largest operations within WPP's Kantar division.
While at Added-Value, I managed consumer insight research projects to offer strategic recommendations on innovation and brand development for several Fortune 500 clients. I had the opportunity to collaborate with my global colleagues to develop a new online “focus group” platform and methodology which uncovered personal and rich consumer insights for our client at the time.
My years as an insights-focused brand consultant shaped my marketing philosophy throughout my career. I believe that people don’t choose brands because of what the products do - they choose brands because of how they want to feel as a result of interacting with that brand. Qualitative and quantitative insights that help you uncover that desired feeling should be at the heart of all marketing efforts.