Mediaboss Marketing

Sally AllainHead of JLABS @ Washington, DC, Johnson & Johnson Innovation

Having started her research career in biotech startups, Sally Allain has a deep understanding of the needs of healthcare entrepreneurs. That background has enriched her work at JLABS @ Washington, DC, J&Js external R&D incubator throughout the greater metro region, where she sets the strategic direction and oversees all operational activities. In this role, shes evaluated and selected a strong portfolio of innovators for her location and fostered strategic partnerships with corporate, academic, government and industry organizations in the region.

Hillary BergmanAccount supervisor, Wunderman Thompson Health

Since joining Wunderman Thompson Health in 2018, Hillary Bergman has served as the day-to-day lead on multiple Pfizer businesses across internal medicine (Chantix), oncology (Xalkori, Lorbrena, Vizimpro), vaccines (Prevnar and Trumenba) and rare disease (launching a GTx for DMD). Her focus is mainly on the consumer side of the pediatrics business, where she feels she can have the greatest impact through helping patients and caregivers become their own advocates and making them aware of available life-saving treatments.

Jessica BottingDirector, social media, Klick Health

The global upheavals of 2020 made it a tumultuous year for pharma social media marketers. But Jessica Botting went above and beyond to guide Klick and her clients through it. Bottings consistent prioritization of education for internal and external stakeholders, such as new-to-social clients, review teams, science and regulatory, and creative, has helped the Klick team grow and drive success for the brand marketers that work with her.

Alexandra CharlesVP, account group supervisor, The Lynx Group

Alexandra Charles has demonstrated her complete vision of how clients can most effectively reach oncology patients with two recent high-profile launches: the Pfizer Oncology Patient Navigation in Cancer Care 2.0 Toolkit and the launch of Mylan Canadas Oncology Biosimilars Without Border unbranded disease state education, which was well-received by oncologists after its rollout across the major provinces. She has worked in a wide range of therapeutic areas including cardiology, oncology, CNS, womens health and rare disease throughout all drug life cycles during her more than 15-year career.

Amber ChenevertGroup director, strategy and insights; Culture Studio lead, VMLY&R

With her mix of academic and agency experience, Amber Chenevert inspires clients to embrace new ways of reaching consumers. As the director of the LifeScan account leading global brand strategy and research formalizing data mining capabilities for their OneTouch portfolio of products and partner brands she helped grow the business from $1 million to $10 million. As director of the Culture Studio at VMLY&R, she helps brands uncover new market opportunities, while supporting inclusion by expanding and integrating capabilities that give marginalized groups greater access to the industry.

Lindsay DanylakVP, Spectrum Science

In 2020, Lindsay Danylak led AstraZeneca spinoff Viela Bio through the companys first product approval and launch. She also helped the team pivot during the pandemic, moving to virtual ad boards and adapting communications plans and materials to address the growing concerns of neurologists and patients surrounding COVID-19, among other initiatives. And, in just under three years, shes brought in more than $7 million in new business and organic growth.

Genevieve DesmondDirector of brand experience and product marketing, Akili Interactive

Genevieve Desmonds strategic mind and ability to execute were on full display last spring when the FDA released special COVID-19 guidance allowing treatments that hadnt received FDA clearance to be made available without prescription. As Akili jumped to make EndeavorRx available to patients in need, Desmond helped soft-launch the product in just five days, taking the lead in mapping out caregiver and patient journeys, creating email communications for engaging caregivers throughout and writing materials for the Akili Assist patient support group.

Michelle EdwardsViP, human resources and operations, Heartbeat

During her 11-year tenure in human resources at Heartbeat, Michelle Edwards has created a culture that earned four straight Best Places to Work awards from AdAge. Equitable career development is a major focus for Edwards. In 2020, the agencys VP and above promotions reflected a strong commitment to diversifying senior ranks, with 43% going to women of color and 71% going to women overall.

Erin FitzgeraldVP, group director, account management, Digitas Health

Erin Fitzgerald oversees the womens cancer franchise at Digitas Health, and in the last three years has grown the practice from less than $1 million to $3.5 million in revenue annually. Shes worked on some of the largest oncology brands in the industry and is currently part of the account leadership for Mercks Keytruda business. She simultaneously launched the disease state education breast cancer campaign and two back-to-back indications in triple negative breast cancer (TNBC), which disproportionately affects Black and Hispanic/Latino individuals.

Katrina Sergeev GaryDirector of patient marketing and engagement, Argenx

In her two years at Argenx, Katrina Sergeev Gary has led several innovative and successful campaigns focused on the myasthenia gravis (MG) community. Her work includes the launch of the digital platform MG United; My MG Sole, a storytelling project that used the tenets of art therapy to inspire the MG community to connect virtually; and A Mystery to Me, the first-ever documentary film series about myasthenia gravis, which was honored with a selection in the 2020 Chicago International Film Festival and was nominated for a 2021 MM+M Brand Film Award.

Abby HayesPractice leader, DE&I engagement, Real Chemistry

As COVID-19 exacerbated existing racial inequities and the murder of George Floyd and killing of Breonna Taylor spurred a national movement, Abby Hayes led the response of Real Chemistry and many of its large clients as the head of the firms diversity, equity and inclusion engagement practice. She provided real-time crisis counseling for more than 15 clients, all of whom took action, including a $100 million commitment by one large client to promote health equity in the U.S. Under her leadership, DE&I client programming is tracking to grow by 300%-400% in 2021.

Dr. Alison LeafSenior program manager, Seven Bridges

Since joining Seven Bridges in 2017, Dr. Alison Leaf has developed and executed a winning proposal to the NIH Data Commons Pilot and led a program with the National Heart, Lung and Blood Institutes BioData Catalyst project that provides researchers with a cloud-based ecosystem to explore and analyze high-value genomics datasets. The COVID-19 pandemic has only underscored the importance of this system, as the comparative analysis of host genomics, medical imaging and health outcomes will be critical in managing the long-term health of millions of affected patients.

Elizabeth McSheaDirector, social media, CMI Media Group

During her three-year tenure at CMI Media Group, Elizabeth McShea has excelled in demonstrating the value of a best-in-class social listening and research arm. Her work has led clients to invest in social research programs, advancing the team from 16 deliverables in 2018 to 121 and growing in 2020. Shes also the go-to on the social team for new business pitches and opportunities. Known as one of the best presenters at the agency, she has led more than 10 pitches since joining the firm.

Lauren MurphyDirector, consumer marketing, Biohaven Pharmaceuticals

Not long after Lauren Murphy joined Biohaven, she was challenged with leading communications, consumer marketing and patient engagement for the companys first commercial product launch in the middle of the COVID-19 pandemic. She successfully headed up the first-to-market and fastest in pharma DTC launch for Nurtec ODT, which included first-in-pharma activations with digital partners including Google and Twitter, meeting patients where they are. Throughout the pandemic, she has continued to gracefully lead the development and execution of brand DTC, celebrity partnership activations and more.

Katie RamirezVP, digital, GCI Health

With her hybrid skill set in client service and technical acumen, Katie Ramirez has made herself an indispensable part of the GCI Health team, counseling some of the agencys most important clients on digital and social strategy. Currently, she leads digital and social media strategy for the award-winning Bristol Myers Squibb (BMS) cancer advocacy initiative Survivorship Today, which offers cancer survivors resources for life after active treatment. Under her leadership, the campaigns social posts have passed industry benchmarks on all measures.

Kristi Reeves-PenningtonTrelegy consumer marketing director, COPD and asthma, GSK

Throughout her 20-year career, Kristi Reeves-Pennington has excelled at building brands through empathy and deeper understanding. Working in the COPD and asthma area of GSKs Respiratory Division, she led a shift in the marketing strategy for Trelegy based on insight-backed authenticity, which resonated strongly with patients who often felt misrepresented. This was demonstrated in the launch of Trelegys New Day campaign in November 2020, which led to significant increases in organic and paid search.

Kara ReheisVP, marketing, Daiichi Sankyo

Kara Reheis has been at the forefront of several monumental shifts at Daiichi Sankyo, including as one of the primary commercial leads in finalizing a multibillion-dollar co-commercialization agreement with a major pharmaceutical collaborator. Most recently, her 42-person commercial training and development team earned the Life Sciences Trainers and Educators Network Excellence Award for its training curriculum in support of the launch of a metastatic breast cancer therapy.

Nikki SidiVP, global strategic marketing, surgical, Johnson & Johnson Vision

As the leader in worldwide marketing strategy for J&Js ophthalmology portfolio, Nikki Sidi heads a global team that drives business and pipeline strategy, as well as new product introductions. She has reorganized the global marketing function and, last year, achieved intraocular lens (IOL) share gains in every region. In 2021, she and her team are preparing the first-ever global campaign to celebrate the 20th anniversary of J&Js vision legacy TECNIS platform, relaunching the TECNIS masterbrand and introducing a series of new products that will broaden J&Js IOL portfolio.

Takae TakahashiSVP, associate creative director, Havas Health & You/Havas Health Plus

With a background in illustration and graphic design, Takae Takahashi has applied her creativity to the world of pharma with impressive results. Her array of awards includes five Clios and four Cannes Lions, and she was the first winner of the Innovation Health Hackathon at Cannes for her Parkinsounds Project for Teva Pharmaceuticals, which leveraged the power of music to treat Parkinsons patients. At Havas, her outside-the-box thinking has increased revenue and profit by more than 30% and brand awareness by more than 40%.

From the July 01, 2021 Issue of MM+M - Medical Marketing and Media

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Women to Watch 2021 - Hall of Femme - MM+M - Medical Marketing and Media - Medical Marketing and Media

Tuck professor Punam Keller shares her years of research on barrier-based behavior change.

Hospitals occupy that liminal space in our minds where we store things like lifeboats and airbags: were glad they exist, but dont ever want to use them. And, if you do end up needing a hospital, the last thing you want to do when you get out is go back anytime soon.

These are two unfortunate facts for people with congestive heart failure (CHF). Not only is CHF the leading cause of hospitalization in the United States, the rate of readmission within 30 days after hospitalization is one of the highest, at nearly 30 percent. While this is a massive inconvenience and acute health risk for CHF patients, its also extremely costly for the health care system.

CHF readmission rates are so high because patients have trouble with three things that keep them healthy: taking their medications, limiting fluid intake, and doing daily weight checks. For years, cardiologists have been lecturing their patients on the benefits of compliance, but to no avail.

Punam Keller is the Senior Associate Dean of Innovation and Growth and the Charles Henry Jones Third Century Professor of Management.

Punam Anand Keller, the Charles Henry Jones Third Century Professor of Management, wanted to find a better approach. As an expert in social marketing, Keller differs from health educators in one crucial way: she doesnt assume she knows whats best for patients. As social marketers, we say, Let me understand whats right for you and what gets in the way of reaching your goals. Those barriers are then used to design a customized intervention for the individual, Keller explains.

For the CHF study, Kellers customized interventions were three simple nudges: communication cards to enable health educators to better listen to and engage with patients; a list of frequently asked questions for patients; and a reminder magnet to enhance compliance. These easy, low-cost actions made a significant difference, reducing readmission rates from 19.8 percent in the matched control group to 13.8 percent in the intervention group. We concluded that educational tools that facilitate improved self-care and overcoming barriers to recommended self-management for CHF have the potential to reduce 30-day readmissions and improve care, Keller says.

The good outcomes of Kellers CHF interventions are the result of what Keller calls barrier-based behavior change, an approach Keller has developed through two frameworks: ENABLE and MAP.

ENABLE is an acronym for efficient, novel, active, behavioral levers, and is an approach to social marketing communications and health interventions grounded in the literature of behavioral economics, consumer behavior, and psychology. In general, the goal of ENABLE is to increase active participation in initiating healthy behaviors. It does this through a set of 10 guidelines that stress dimensions such as low fear arousal, regret aversion, deadlines, status quo costs, and enhanced active choice.

For example, Keller tested ENABLE in six field studies about workplace wellness programs, some of which use financial incentives to encourage employees to do biometric screenings and engage in healthy habits around diet and exercise. Typically, companies try to persuade their employees to participate in wellness programs through communications that make employees afraid of being unhealthy. However, research has shown that fear can deter healthy behavior changes, while a boost in self-efficacy does the opposite. In light of that research, ENABLE encourages employees to enroll by increasing their self-efficacy or confidence in undertaking healthy actions, Keller says.

In one intervention using ENABLE, Keller identified barriers to getting a biometric screeningtime constraints, privacy concerns, and difficulty making an appointmentand then designed an email campaign that avoided talk of health issues (to reduce fear arousal) and addressed each of the barriers, focusing on empowering employees to get the screening done. The ENABLE messages resulted in a 70 percent increase in the number of employees who completed the screening.

Whereas ENABLE is a tool to increase healthy behaviors, MAP is an approach to barrier-based behavior change that focuses on the decision-making process. Both tools identify barriers and use nudges to help people overcome them, but MAP is different in that it targets cognitive and affective biases associated with motivation, ability, and planning.

To see how MAP applies to a typical health decision, such as getting a flu shot, here are some challenges and their corresponding biases and nudges:

Keller is currently working on a study for the World Health Organization that will aim to integrate nudges into school-based vaccination programs, using MAP as the organizing framework. There are many reasons why people hold anti-vaccination beliefs and attitudes, so a social marketers approach is likely to be the most empathetic and effectiveunderstanding individual perspectives, and designing nudges tailored to those perspectives.

Im like a soldier who was trained to do this, Keller says. So of course Im going to see if I can make a difference.

More here:
Findings: What's Your Goal, and What Gets in Your Way? - Tuck School

General News of Thursday, 27 May 2021

Source: http://www.ghanaweb.com

Minister for Information, Kojo Oppong Nkrumah

The Ministry of Information has unveiled an innovative social marketing project dubbed Amplified aimed at supporting young Ghanaians embarking on selected causes.

The project will utilize the social media mileage of the Ministry, social media influencers and partner media houses to promote the works of young entrepreneurs, social causes and mentoring opportunities.

Unveiling the project in Accra on Thursday May 27, 2021, Minister for Information, Kojo Oppong Nkrumah said social media now plays an important role in the countrys digital space and leveraging it through innovative ways to help Ghanaian businesses will go a long way to helping young businessmen and women find the needed online market for their products and services.

He said: the Ministry has succeeded in growing its online audience to more than 1.2 million followers across all of its social media channels. Today, as I speak to you, the Ministry reaches more than 3 million people on a monthly basis and is the most relevant government institution in the country according to data from Facebook.

Beyond the normal routine of supporting government communication, the Ministry has programed series of social marketing activities focused on using digital media channels of the Ministry and the reach of its programme partners of bloggers and social media influencers to now support the work of young Ghanaians under the programme called Amplified, he added.

Also present at the unveiling was the Minister of Education, Dr. Yaw Adutwum, Minister of Information-designate, Fatima Abubakar, Acting Chief Executive Officer of the National Youth Authority, Nelson Owusu Ansah and other supporting staff of the Ministry of Information.

On his part, Dr. Adutwum touted the project as one of the creative and inventive ways of developing the countrys human capital. He said it is about time social media is put to good use, one that can stimulate national conversations, provide support for human centered issues and provide the necessary platforms for Ghanaian businesses to sell their products and render their service to the local and international market.

Mr. Owusu Ansah bemoaned how the youth belatedly have given room for inappropriate content to fester on social media instead of highlighting stories that uplifts and set them on the right path. He said the youth must begin to take advantage of opportunities like Amplified to do something of value for themselves and that of the communities in which they live

Link:
Information Ministry unveils social marketing project dubbed Amplified - GhanaWeb

Are you looking to maximize your branding efforts on LinkedIn?

The platform is seeing record levels of engagement, and is now up to 740 million total members, while on-platform activity is likely to ramp up throughout the year as the vaccine roll-out continues on, and more industries look to get back on track in the wake of the pandemic.

That could provide a range of new opportunities for your business - but in order to capitalize on such, maximizing brand awareness is key. And if you are looking to improve your LinkedIn standing, this new guide could help.

This week, LinkedIn has published a simple, 7-page pocket guide to effective branding on the platform, which outlines its various ad features and targeting tools to help you get your message in front of the right audience.

As you can see here, the guide provides an overview of the various LinkedIn ad options, and notes on where and how they should be used.

The guide also includes examples of the various ad placement options, and how they appear within the app.

While LinkedIn has also included notes on its advanced audience targeting tools, and how they can be used for your campaigns.

It's a simple, but handy overview of the various promotional options you have at your disposal to enhance your reach, and get your brand messaging in front of the right people in the app.

You can download the full LinkedIn Brand Building pocket guide here, and further notes on how to use the listed options in this post.

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LinkedIn Shares Tips on Effective Brand Marketing Approaches in New Guide - Social Media Today

Senior Social Media Manager, Global

Malone Souliers is looking for a Senior Social Media Manager to lead content creation and community management across our suite of social channels.

The ideal candidate will live and breathe social and be responsible for executing a consistent visual expression for social, building relationships and content programs with the wider marketing team.

Responsibilities

Qualification and Experience

The above tasks are intended to describe the general nature and level of work being performed by people assigned to this job description. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required to fulfill this vacancy, but are a guideline on the type of expertise needed by the Senior Social Media Manager.

Malone Souliers is a small but very fast growing Company and all personnel may be required to perform duties outside of their normal responsibilities from time to time, as needed.

To apply for this role please send a copy of your CV with a covering letter.

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Senior Social Media Manager, Global job with Malone Souliers | 165631 - The Business of Fashion