Hall of Fame. Inducting the 2011 Class Into the DTC Hall of Fame

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1 Inducting the 2011 Class Into the DTC DTC Perspectives proudly welcomed four outstanding executives into the DTC Hall of Fame for their significant achievements in advancing DTC communications. The 2011 members are: Mark Bard, Executive Director and Co-Founder of the Digital Health Coalition; Bill Drummy, Founder and Chief Executive Officer of Heartbeat Ideas; Joan Mikardos, Senior Director, Digital Center of Excellence with Sanofi-Aventis; and Nancy Phelan, VP, Customer Strategy and Operations at Bristol-Myers Squibb. The honorees were joined by their peers for the DTC Induction Ceremony, a part of the Marketing to the Digital Consumer Conference. Evening festivities included a celebratory cocktail party followed by the formal ceremony. Each r received a personal introduction from an industry leader, as well as a video presentation of colleagues honoring them with personal anecdotes and words of praise. (Videos can be found on our website, under the portion of our Awards menu.) Profiles of the 2011 members appear on the following pages of this issue. Candidates, current or retired with at least five years of experience, are nominated by the industry and then voted on by the DTC Perspectives Advisory Board to determine the final inductees. All sectors of the DTC industry pharmaceutical manufacturer, agency, media channel, DTC service provider, DDMAC, and academia are eligible as each is valuable to enhancing patient communications. Previous recipients of this distinguished honor are: (from the inaugural 2008 class) Jim Davidson of Polsinelli Shughart PC, Matt Giegerich of Ogilvy CommonHealth Worldwide, Ed Slaughter of Merck & Co., and Len Tacconi of Merck & Co.; (2009 class) Herb Ehrenthal of Herb Ehrenthal, LLC and formerly Schering-Plough, Paula Garrett of Lilly USA, Joe Hoholick of Amgen, and Lucy Rose of Lucy Rose & Associates and formerly DDMAC/FDA; (2010 class) Minnie Baylor-Henry of Johnson & Johnson and formerly DDMAC, Scott Grenz of GlaxoSmithKline, Andrew Schirmer of McCann HumanCare, and Dorothy Wetzel of Extrovertic. 30 DTC Perspectives December 2011

2 AccentHealth s Patricia O Malley and Andrea Valente joining Laura Kolodjeski of Sanofi- Aventis in support of the inductees. Health Activist Casey Quinlan, Daiichi Sankyo s John Vieira and Brent McCallum of Novartis Pharmaceuticals Corporation musing over the day s presentations. Jim Walker, Maryfrances Trunfio and Lucy Brown, all of Cadient Group, mingling with Cicek Tilley of Ferring Pharmaceuticals and Jorge Eckardt of Alliance Health Networks during the first night s celebration. Rob Rebak of QualityHealth, Lisa Flaiz of imc2 and Lars Merk of McNeil Consumer Healthcare enjoying the Hall of Fame celebrations. Team members from Heartbeat Ideas Jennifer Campanaro, Nadine Leonard, James Talerico, Ashley Farmer, and Richard Kalson during the Cocktail Party. Bob Brooks of WEGO Health with Yahoo! s David Dembowski and Aislinn Hertterman anticipating the Hall of Fame Induction Ceremony. For more photos of the event celebrations, visit the section of our website. DTC Perspectives December

3 Mark Bard Bringing About Change With a vision for what could be, Mark Bard established some of the most used resources for marketers, setting research and strategy standards along the way. Raise your hand if you have ever consulted a Trends Report, the epharma Consumer studies, or Cybercitizen Health research. Is your hand up? Thought so. You can thank Mark Bard for those invaluable resources. It is because of his passion for research and strategy that such information has been made available to the pharmaceutical and healthcare industries more than a decade ago. As group director of the health division at Cyber Dialogue, Bard was responsible for producing the Trends Report. But, as the dot-com bubble burst in the new millennium, he saw a chance to continue his work by launching a market research company. In mid-2002, he, along with Joe Farris, founded Manhattan Research. Through his leadership, Bard guided the research and advisory firm to become an industry standard for ehealth data. As one of the most relied upon organizations for digital health information, Manhattan Research was acquired by Decision Resources and Providence Equity Partners several years later. Once the acquisition was complete, Bard became chief commercial officer with Decision Resources, Inc., overseeing their portfolio of companies. Upon completing his term, he teamed up once again with Joe Farris to Mark Bard of the Digital Health Coalition receives his DTC award from Jay Goldman of Klick Pharma. launch another new venture the Digital Health Coalition. Perfectly aligning with his personal passions of new media and entrepreneurship, Bard s role as a member of the Board of Directors with the non-profit organization affords him the opportunity to work with key stakeholders to advance digital marketing in the health space. He is a big believer in disruptive innovation to further healthcare education and dialogues. Once again, he has his sights set on establishing a firm that will set the industry standard. An avid strategist and regular investor in startup companies, he also serves as a managing partner with 305ventures, a digital health investment firm. Drawing from his more than 15 years of expertise, he acts as an advisor to help other entrepreneurs build their companies. Often recognized for his leadership, Bard is a catalyst for change. A time of crisis, he believes, can represent the best opportunity to rebuild and improve for the next generation. 32 DTC Perspectives December 2011

4 Shaping the Future Bill Drummy From premiering some of the first pharmaceutical websites to the latest apps for patients today, no one comprehends digital consumers quite like Bill Drummy. Ask anyone to describe Bill Drummy and you will get a range of adjectives from thoughtprovoking to dynamic, from inquisitive to insightful. But the one word you will hear repeated most-often? Empathetic. Drummy has built his career on his natural ability to view things from someone else s perspective. This trait simple yet complex has been at the forefront of each of his ventures. Back in 1998, after spending a decade in film and television growing New York Television s digital division, New York Digital Design, Drummy founded Heartbeat Digital. He designed some of the first corporate websites and web-based software applications in the pharmaceutical space, which were pioneering endeavors at the time. Combining his experience with his inquisitive nature and desire to challenge the conventional, Drummy grew his vision into a global force. Under his leadership, Heartbeat Digital expanded into Europe and also underwent a rebranding shedding the image of a single-channel focus to become Heartbeat Ideas. Ever the entrepreneur, he then launched a sister company in the summer of 2011, Heartbeat West. Even with such development over the years, he and his team have remained nimble and Larks Merk of McNeil Consumer Healthcare inducts Bill Drummy of Heartbeat Ideas into the DTC. true to their core: further healthcare communications through compassion and understanding. To be effective, Drummy believes, you have to have empathy for the end-user. A marketer needs to understand the experiences the consumer is going through, but also how they will be consuming media. With the sophistication in today s micro-targeted world, pharma companies and brands must evolve so as to not miss the future. As a deep analytical thinker, Drummy understands not only what the latest technological advancements are, but also what can and should be used to further powerful communications. Holding himself and his team to high standards, he insists that everything done serves a purpose and provides value to both the client and consumer. He has built a well-respected name and reputation for himself in the pharmaceutical industry. But never one to remain stagnant, Bill Drummy continues to pave the way for the future of healthcare communications. DTC Perspectives December

5 Joan Mikardos Finding the Right Mix Joan Mikardos is able to combine her experience with traditional and new media to bring a unique perspective in digital innovations for healthcare communications. It is a strong commitment to new media innovations that has driven Joan Mikardos 20-plus year career. Having worked on both the agency and client side for a variety of industries, she began her career in media planning and strategy, spending a few years each with Media Buying Services and CPC/Best Foods before transitioning to BBDO. Mikardos spent more than a decade with the advertising agency, and later its sister shop OMD, holding such roles as senior vice president, group director and group media director. She worked on a number of packaged goods accounts during her tenure, as well as managing the Visa business account for eight years. It was with Visa that she made one of her first significant leaps in pushing innovation she was instrumental in helping them use the web as an advertising vehicle in the mid-1990s, a first for the credit card giant. She later moved to Universal McCann in March 2004 as a senior vice president, managing director. There, she honed her skills leading the media planning for McNeil Consumer Healthcare, a division of Johnson & Johnson. She helped pilot a new media mix for the company s brands by testing new technologies. Laura Kolodjeski awards Joan Mikardos, both of Sanofi-Aventis, during the DTC Induction Ceremony. After a few years working on the agency side of healthcare, Mikardos made the jump to pharma in Joining sanofi-aventis as the senior director of media, she focused on the strategic use of multi-channel media investments to develop a media capability for the company. The knowledge she gained greatly helped as she advanced to one of her biggest undertakings yet heading up their Digital Center of Excellence. As a senior director, she acts as a driving force to identify and progress sanofi-aventis usage of new digital communications tools, such as social media. Known for her reliability and dedication, this sanofi-aventis Pinnacle Award winner continues to take digital innovations to new heights while remaining focused on the best interest of the consumer. Mikardos efforts have had a profound impact on patients, which only fuels her desire to keep transforming as new technologies emerge. 34 DTC Perspectives December 2011

6 Nancy Phelan Embracing New Tactics As one of the pioneers in DTC marketing, Nancy Phelan emphasizes the importance of consumer communication and embraces the power of personal stories. From early on in her career, Nancy Phelan saw the value in understanding and caring about what is important to the stakeholders whether it be her colleagues, legal teams or the end-user consumer. Beginning her career with Xerox, Phelan decided to enter pharmaceuticals shortly thereafter. She joined Schering-Plough as a sales representative, rising to district sales manager for Philadelphia and Manhattan. In 1998, she transitioned to the marketing side of the business as a senior manager for managed care marketing. Phelan worked her way through various sections of the company, holding responsibilities as senior manager for the Claritin- Singulair Combo Brand Team and senior director of consumer communications. During her tenure, she worked on Claritin DTC and its subsequent Rx-to-OTC switch. She also spearheaded the DTC launches for Clarinex and Vytorin. Always a pioneer and innovator, she and her team were among the first in the industry to create a healthcare app and use gaming as a consumer engagement tool. After more than 11 years with Schering-Plough, Phelan moved to Wyeth (now Pfizer) as an executive director. She later joined the Consumer Communications and e-marketing team, where she created a standard for best practices Lisa Flaiz of imc2 presents Nancy Phelan of Bristol-Myers Squibb with her DTC Hall of Fame award. across all Rx brands and collaborated with the brand teams to develop and implement unique consumer marketing. One of her biggest business accomplishments in her storied career was championing the first digital online media upfront at Wyeth, generating significant process- and cost-efficiencies. In terms of one of her many consumer effort successes she teamed with policy makers and advocacy groups to change Alzheimer s patient treatment protocols. As the executive director of customer and market engagement, Phelan was heavily involved with a non-branded effort with the Alzheimer s Association that even resulted in the President s Trophy winning float in the 2011 Rose Bowl Parade. Not showing any signs of slowing down, she recently moved to Bristol-Myers Squibb, holding the title of vice president, customer strategy and operations. Always putting the patient first, Phelan has had a foresight into emerging consumer trends and embraces those changes. DTC Perspectives December