Healthcare Strategy group lead for a team of talented individuals across key healthcare clients. Generate growth and ensure client satisfaction by delivering differentiated and innovative solutions for our clients.

Senior Director of Strategic Consulting (lead Strategist for Merck, AstraZeneca and Novo Nordisk teams): Work includes strategic planning, channel optimization/media planning, message mapping, segmentation, and CRM program development. Strategic guidance for products based on their lifecycle – from new product launches to LOE brands. Expertise in data-driven solutions and contemporary analytic methodologies. Key accomplishments:• Helped Merck understand how a cross-sell strategy among cardiovascular, diabetes and respiratory brands could generate incremental revenue from HCPs that are not called on by sales representatives. This initiative resulted in an initial ROI of 1.6:1 and generated institutional learning that was applied across the organization.• Created consumer strategies, RM program cadence and triggers for Seroquel, helping mitigate the decline in prescribing for key HCPs in their target universe.• Utilized consumer profiling and predictive modeling to help drive media optimization and increase patient conversion and adherence for Symbicort.

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and more.Account Experience: URL Pharma – COLCRYS (colchicine), Epocrates, Saratoga HospitalAccount Director: Responsible for leading client work including market research, positioning/brand stewardship, web development/social marketing, non-personal promotion, CRM, DTC and rep-delivered pieces. Manage budgets and lead agency teams to produce outstanding work on behalf of clients. Oversee legal and regulatory approval.Key accomplishments:• In anticipation of the FDA banning all unapproved colchicines, developed and implemented a go-to-market campaign for URL Pharma's COLCRYS, including web/digital and traditional marketing to healthcare providers, pharmacists, managed care and consumers.• Successfully led a team that pitched and acquired Epocrates EHR as a new client for Palio. Work includes market research, brand development, CRM, Web/Digital/iPad application development, and social marketing to doctors, nurses and practice administrators.

Responsible for strategic counsel and overseeing the implementation of agency activity for Kennedy Health System, The City of Philadelphia Recycling Office, and The Philadelphia Corporation for the Aging. Develop comprehensive plans and budgets for clients. Direct work in media planning (traditional and digital), creative development, public relations, database/direct marketing, and online development. Oversee profitability and revenue forecasting on all clients while supervising and leading staff members.Key accomplishments:Using primary and secondary research, developed strategic recommendations that helped Kennedy Health System gain a measurable improvement in consumer perceptions. This led to an increase in overall admissions for the hospital and major service lines. Also, through database segmentation and profiling, developed more effective publications.Helped the City of Philadelphia increase participation in its recycling program by over 40% in the past 12 months. Through traditional advertising, public relations, and community outreach, the City continues to set new records for recyclable material diversion.

Responsible for strategic counsel and overseeing the implementation of agency activity for The Chester County Hospital, Touro Infirmary, GMAC Financial Services, ShopRite Pharmacy, VITAS Hospice, and Centocor. Develop comprehensive plans and budgets for clients. Direct work in media planning (traditional and digital), creative development, public relations, database/direct marketing, and online development. Oversee profitability and revenue forecasting on all clients while supervising and leading staff members.Key accomplishments:Led Touro Infirmary in New Orleans on a hospital-wide re-branding exercise – a difficult challenge in the post-Katrina landscape. Created successful launches for new clinical specialties and developed unique partnership programs within the community such as the “Healthy Hornets,” a program affiliated with the NBA Hornets.Helped the City of Philadelphia launch its emergency preparedness campaign – a campaign so well regarded that other municipalities in Pennsylvania, New Jersey and Delaware asked to become part of the program.Developed nationally-recognized campaigns on behalf of Chester County Hospital. With strong advertising strategies and creative executions, helped the hospital stand out in a competitive/crowded marketplace. Played a leadership role in developing the strategy and communications methodology for the GMAC FS account. Work included creating significant consumer profiles within their database of respondents and adapting creative and messaging strategies for each segment.

Directed activity on all agency accounts including VITAS Hospice, VITAS Hospice Charitable Fund, WellPoint Health Plan, Realtor Association of Greater Miami and the Beaches and The Weston Hills Country Club. Developed strategic recommendations on all accounts in addition to supervising creative work, media research/buying and production. Responsible for management of company including vendor relationships, and accounting/profitability.Key accomplishments:Identified and targeted new segments for VITAS Hospice Charitable Fund. Conducted focus groups which led to the development of key strategies – these efforts increased the effectiveness of their revenue generating efforts by over 400%.Developed print and broadcast media strategies to help VITAS generate more brand awareness and educate caregivers about the benefits of hospice. Employed advertising and direct mail to increase the response rates for VITAS healthcare nurse recruitment.Helped WellPoint develop a pilot program targeting Hispanics in Los Angeles using grass-roots initiatives in conjunction with traditional advertising tactics.Using secondary research, developed a new brand platform for the Realtor Association of Greater Miami and the Beaches which helped strengthen their position in the marketplace and increase membership.

Oversaw development and operations for Florida Power and Light, FPL Energy, FPL Energy Services and FPL FiberNet. Conducted marketplace analysis/consumer research and presented strategic recommendations for clients and creative teams. Strengthened and reinforce brands through the development of integrated communications. Managed interdepartmental workload and oversaw budgets. Provided training and leadership to Account Executives and Assistant Account Executives.Key accomplishments:Created new brand positioning for FPL to ensure customer loyalty in territory, in preparation for deregulation.Responsible for the creation of campaigns designed to increase participation in various FPL energy conservation programs. These programs helped FPL meet their annual Public Service Commission energy conservation goals and increase overall customer satisfaction.Developed primary strategy for FPL Energy Services as they began selling their commodity in new markets.Launched the newly formed telecommunications subsidiary of FPL Group: FPL FiberNet.

Oversaw development and operations on all accounts. Conducted marketplace analysis/consumer research and presented strategic recommendations for clients and creative teams. Strengthened and reinforce brands through the development of integrated communications. Managed interdepartmental workload and oversaw budgets. Provided training and leadership to Account Executives and Assistant Account Executives. Key accomplishments:Created new brand positioning for FPL to ensure customer loyalty in territory, in preparation for deregulation.Responsible for the creation of campaigns designed to increase participation in various FPL energy conservation programs. These programs helped FPL meet their annual Public Service Commission energy conservation goals and increase overall customer satisfaction.Developed primary strategy for FPL Energy Services as they began selling their commodity in new markets.Launched the newly formed telecommunications subsidiary of FPL Group: FPL FiberNet.

Implemented marketing programs including category promotions, coupon and discount programs, and consumer communications that provided lift to sales and retained the current customer base. Developed new strategies for "The Home Shopping Network Magazine." Supervised and trained marketing assistants. Key accomplishments:Developed and managed the 20th anniversary customer sweepstakes and effectively increased viewership during the promotion. Doubled the projected response rate to the sweepstakes, receiving 130M responses in 45 days. Successfully managed strategic development and implementation of a loyalty program designed to increase market share.Identified distinct segments in the 3.5MM customer database and implemented a variety of programs designed to generate customer loyalty and additional sales.Responsible for the creation of the "Satellite Dish Giveaway" program which successfully reactivated customers who had stopped shopping with the network.