Experience
Strategic approach, measurable results
Corporate and consulting highlights
Product launches and awareness campaigns
- For a novel arthritis treatment, developed a global communications strategy that drove the then-most successful drug launch in U.S. history. The strategy helped change the perception of arthritis from a condition to be endured to one that could − and should − be treated effectively.
- Created a sleep-awareness campaign that sparked broad public interest in sleep and sleep disorders, which propelled the blockbuster launch of novel sleep aid in an otherwise declining, problem-ridden market.
- For a European biotechnology firm, engineered the communications strategy for FDA approval of a new multiple sclerosis treatment, navigating sensitive regulatory issues surrounding a perceived challenge to the Orphan Drug Act.
Business-to-business strategy
- Supported the entry of an international healthcare company into the U.S. marketplace. Through creative promotional video, media relations and trade articles, raised awareness of the firm and its state-of-the-art technology among current and future U.S. customers. By orchestrating events, tours and participation in industry associations, helped the firm build valuable relationships with the local biopharmaceutical community.
Product & corporate positioning
- For a small U.S. biopharmaceutical firm, created a program to elevate understanding of AIDS wasting, revitalizing sales of one of the company's effective yet older medications.
Media relations
- Over corporate and consulting tenures, secured coverage by nearly all national print and broadcast media, as well as prominent trade publications.
- Promoted new and emerging artists in the field of fine photography, resulting in articles in the prominent publication Photograph and Manhattan's The Villager.
Crisis management & training
- Helped a global healthcare company's communications team manage an ongoing crisis involving more than 50 patient deaths. Crafted messaging and materials to support the team during a brief but critical period.
- Defused growing citizen opposition to a drug manufacturing plant in Belgium via a strategy of openness and involvement: inviting site visits, addressing concerns and participating on local boards.
- Instituted a global biopharmaceutical firm's first crisis-prevention program. It was swiftly harnessed to allay public concerns over multiple births associated with the use of fertility drugs, which the company marketed.
- Taught crisis communications at New York University and led crisis management seminars for the American Medical Association and other organizations.