Experience

Strategic approach, measurable results

Corporate and consulting highlights

Experience

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.