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ConferenCia DTC naTional

¡BienveniDos!

2 al 4 de abril del 2013Washington, D.C.

The Forum For DTC ThoughT LeaDers

DTCNaTioNal EXPERiENCE

ThE

april 2-4 2013

JW MarriottWashington, DC

Featuring agenda Updates, Speaker Bios, and a list of Sponsors and Exhibitors

Brought to You by:

Brought to You by:

DTC National Directory • April 2013 | 5

aBoUT

DTC Perspectives Inc. is a premier source for information and insights on consumer marketing of prescription products. Having launched more than a decade ago, we offer a variety of resources for the DTC Marketing Industry through our conferences and publications.

Our Conferences are highly regarded in the industry, from the “must-attend” DTC National Conference each spring, to our MultiCultural DTC: Increasing ROI through Targeted Cultural Marketing and our new Point of Care Marketing Conference, both in the fall. Each conference acts as a forum, bringing together key thought leaders to share the latest innovations and trends, and offering unprecedented networking opportunities.

DTC Perspectives Magazine is the industry’s only publication devoted exclusively to DTC Marketing. Reaching more than 8,000 qualified industry subscribers, this free, quarterly resource provides the latest research and expert advice to help advance and improve patient communications. Additionally, through our CEO Bob Ehrlich, offers unique analyses and highly respected viewpoints on the latest DTC happenings in his weekly e-column, DTC in Perspective, delivered right to your inbox every Friday morning.

We strive to be the chief source of best practices, knowledge and insight for Pharmaceutical Marketers who are leading, creating, and implementing direct-to-consumer communications.

DTC Perspectives StaffRobert Ehrlich

Chairman and CEObob@dtcperspectives.com

Christine FranklinVP, Marketing and Sales

christine@dtcperspectives.com

Jennifer HaugDirector of Publishing & Content

jennifer@dtcperspectives.com

Debra SanderOffice Coordinator

debra@dtcperspectives.com

Matt YavorskiSales Associate

matt@dtcperspectives.com

Carolyn BradfordSales Associate

carolyn@dtcperspectives.com

Molly DiemelMarketing and Production Associate

molly@dtcperspectives.com

Scott EhrlichPresident

MDPA Divisionscott@mdpaconference.com

Amanda LawhorneDirector, Publishing & Media

MDPA Divisionamanda@mdpaconference.com

DTC Perspectives, Inc. • www.dtcperspectives.com 1120 Bloomfield Avenue, Suite 108, West Caldwell, NJ 07006

Main Phone: 973-521-7475 • Main Fax: 862-210-8635

P E R S P E C T I V E S

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aBoUT

N a T i o N a l

Brought to you by pharma, for pharma, the DTC National Conference is designed to provide DTC Marketers with an opportunity to learn from industry experts and discuss the latest innovations in direct-to-consumer (DTC) marketing. The DTC National has become the industry leading an-nual DTC event by delivering top quality content and premier networking opportunities to its delegates. The 2013 conference will be more content-

intensive and insightful than ever, with a wide array of keynote speakers, legislative experts and exclusive marketing case studies featuring the efforts of leading brand-marketing teams. Now in its 12th year, the DTC National Conference is designed for all members of the direct-to-consumer pharmaceutical marketing industry.

The DTC National throughout the Years:

• Launched in 2001, with the first event taking place in Las Vegas• Has also been held in Boston and, of course, Washington DC• More than 6,000 industry leaders have attended over the course

of the Conference’s lifetime• Past keynote politicos have included Gov. Howard Dean, Ralph

Nader, David Kessler, Joseph Kennedy, Rep. Henry Waxman and Gov. Tommy Thompson• Celebrity guest speakers including Joe “Joey Pants” Pantoliano of The Sopranos & The

Matrix fame, singer Debbie Gibson, Jerry “the Beaver” Mathers, and former NY Giants & Super Bowl Champion Karl Nelson, among others, have also graced our stage

20 Sponsors and Exhibitors36 Media Partners37 Company Listing Index38 Exhibit Hall Features40 DTC National Advertising Award Finalists45 Top 25 DTC Marketers of the Year Winners

5 About DTC Perspectives, Inc. 6 About The DTC National Conference 7 Welcome Letter 8 2013 Agenda14 Meet our Speakers19 Exhibit Hall Map & Information

ThE KEy To yoUR CoNFERENCE EXPERiENCE

Interested in participating in the 2014 DTC National? Contact Christine Franklin at christine@dtcperspectives.com or (973) 457-5774.

DTC Perspectives Proudly Thanks Our Main Conference Sponsors:

DTC National Directory • April 2013 | 7

W E L C o M E

WElCoME To ThE DTC NaTioNal CoNFERENCE

aPRil 2–4, 2013, JW MaRRioTT WaShiNgToN DCDear Delegate,

on behalf of DTC Perspectives, Inc., we would like to welcome you to the 13h Annual DTC National Conference. Please take a few minutes to review the administrative notes below which contain useful information regarding the conference. If you have any questions please do not hesitate to ask our staff at the registration desk.

We look forward to receiving your comments on the post-conference evaluation survey you will be emailed. Your comments and suggestions are valuable and will be taken into consideration when planning future events.

We hope your experience at the DTC National Conference will be enlightening, and that you leave with new insights and contacts.

Sincerely,

Christine FranklinVP, Marketing and SalesDTC Perspectives, Inc.

Jennifer HaugDirector of Publishing & ContentDTC Perspectives, Inc.

Cell Phones/PDAs: Please silence your phone while speakers are giving presentations. We are using an SMS-based audience response system this year so you are encouraged to have your cell phone with you in the general session.

Internet: The DTC National and sponsors are happy to provide you with wireless internet access throughout the Conference area and computer kiosks. Computer kiosks are located in the Ball-room Foyer. To access the wireless: Please connect with the “Marriott-Conference” network. once connected, you will need to open an internet browser. This will redirect to a page where you must enter the Conference Code “healthline”.

Twitter: We encourage you to participate in the twitter conversation as a part of the Conference by using #DTCN2013.

Security/Personal Belongings: Due to heightened security, conference badges must be worn during all sessions. Please do not leave briefcases, packages, or other personal belongings unat-tended at anytime. DTC Perspectives, Inc. will accept no responsibility for any valuables or written notes left in the conference room or registration area. In the event of an emergency, please fol-

low instructions from The DTC National staff and venue security personnel. Please note the general session space is cleaned each evening so be sure to take all conference materials with you at the end of each day.

N a T i o N a l

A G E N D A

Day1 TUESDay, aPRil 2, 2013

8:00 – 1:00 DTC National Pre-Conference Workshop: Gold Pass Only

MAIN CONFERENCE AGENDAAll General Sessions are located in the Capitol Ballroom.

1:00 – 1:15 Conference Overview

1:15 – 2:00 The New Health Age: Moving from Health Care to Health Management David Houle, Acclaimed Futurist and Author of “The Shift Age” and “The New Health Age: the Future of Healthcare and Medicine in America”

Noted futurist David Houle will discuss the patient of the future and other key trends in healthcare affecting the pharmaceutical marketer. The more involved patient along with increased emphasis on prevention will change how doctors treat patients. The unlimited fee for service approach will drastically change due to evidence based medicine and need for reducing cost of treatment.

2:00 – 2:45 Pharma 2020: Current and Future States of Pharma and the Impact on DTC Karla Anderson, Partner, Pharmaceutical and Life Sciences Advisory practice, PwC

This presentation will discuss the challenges facing the industry at this critical juncture in time, and what companies must do to survive and succeed over the next decade and beyond. The presentation will hone in on what PwC’s vision for Pharma in 2020 will mean for the direct to consumer marketing of drugs, and what pharmaceutical marketers should be aware of as a new models emerge both domestically and globally.

2:45 – 3:30 Networking Break in Exhibit Hall Sponsored by

3:30 – 4:15 The Future of the Patient/Physician RelationshipDr. Kevin Pho, Founder of KevinMD.com

Introduction by Ben Wolin, CEO of Everyday Health

As the leading online physician voice, Dr. Kevin Pho is a nationally recognized healthcare opinion-maker, starting with his site KevinMD.com. Dr. Pho will reflect on his social media journey, and share stories of how health professionals are expanding conversations/ touchpoints with patients and engaging in the health reform conversation. Be inspired by this unique perspective from a healthcare professional and blogger who is uniquely known and respected as he discusses the future of the doctor/patient relationship.

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4:15 – 5:00 Legislative Landscape and the Implications for Drug Companies JD Kleinke, Author and Pioneering Healthcare Information Entrepreneur

New opportunities and risks have been created by the Affordable Care Act for the pharmaceutical industry. Discover details on what could help and what new challenges could arise. J.D. Kleinke will analyze the range of potential market impacts of the ACA on the industry including: “crowding-in” of millions of newly insured with guaranteed but still opaquely defined benefits; increased focus on primary care, prevention & early diagnosis; and ever greater cost pressures - a multitude of factors on how drugs and devices are marketed to consumers. This is a can’t miss chance to hear about the ACA through a non-partisan, pragmatic marketing lens.

5:00 – 7:00 Opening Cocktail Party Sponsored by

Day2 WEDNESDay, aPRil 3, 20138:00 – 9:00 Breakfast in Exhibit Hall Sponsored by

9:00 – 9:45 Uncovering Excellence in Advertising Creative Barbara Lippert, Creative Guru, Editor-at-Large for MediaPost and former

author of the Adweek Critique A can’t miss presentation on what’s working and what’s not in advertising creative – be

inspired and entertained by this award-winning advertising critic. After her time as the author of the Adweek Critique, Barbara Lippert spent time as the Curator of Pop Culture for Goodby, Silverstein & Partners. Known for her sharp point of view on the intersection of pop culture, advertising, and marketing, and for her appearances on CBS This Morning, Ms. Lippert will apply her expertise to our industry’s many unique advertising challenges and constraints.

9:45 – 10:15 Fluzone & Coop de Quill VacciNation: How Integration Equals Action Jennifer Havens, Deputy Director, Consumer Marketing, Sanofi Pasteur

Michael Szumera, Director, Public Relations, Communications US, Sanofi Pasteur

Sanofi Pasteur, makers of Fluzone® Intradermal vaccine, has increased awareness of the flu vaccine with a 90% smaller needle and motivated consumer behavior through its new Hedgehog campaign. A memorable creative icon, a unique point of difference, a carefully crafted strategy—all synchronized and executed—provide a case study to follow. Learn how the Sanofi Pasteur team orchestrated a successful, completely integrated marketing and communications initiative that included branded advertising, national and regional public relations, digital programming, and retail partnerships.

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10:15 – 11:00 Networking Break in Exhibit Hall Sponsored by

11:00 – 11:30 The New Rules of Marketing and PR David Meerman Scott, Marketing Strategist, Bestselling Author, and Sought-

After Corporate Advisor

Wake up, it’s revolution time! Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It’s a real-time world now, and if you’re not engaged, then you’re on your way to marketplace irrelevance. Caught up in old, time-consuming processes, too many companies leave themselves fatally exposed by flying blind through this new media environment. You don’t have to be among them. Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to

adjust, you can seize the initiative, open new channels, and grow your brand.

11:30 – 12:00 How Maturing Brands Evolve Amy Lemen, Associate Brand Manager, Eli Lilly & Co.

Terry Voltz, SVP, Group Management Director, DraftFCB Building a successful marketing plan for a well-established brand that is maturing while

it is also launching a new indication is a great marketing challenge. The Eli Lilly/DraftFCB marketing team was able to successfully accomplish this goal when it was able to extend from a very successful and well-established campaign for one indication to a fresh, new campaign with a unique insight for its most recently approved indication. Focusing on the new indication, the marketing team was able to create separate nuanced messaging and identity while remaining true to the brand’s character and key message.

12:00 – 12:30 Changing the Narrative: Knee Replacement Comes Full CirclePaul M. Berman, Vice President, Global Knee Marketing, Stryker Orthopaedics

Katie Beller, Group Creative Director, GSW Worldwide

Johan Ferreira, PhD, MBA, SVP/ Group Account Director, GSW Worldwide

Device marketers at Stryker orthopaedics faced (and conquered) several hurdles when crafting the marketing message for the GetAroundKnee. Fearful patients were avoiding surgery and competitor brand claims were further muddying the waters. Find out from this problem-solving team how to steer clear of tit-for-tat competition by changing the narrative. Presenters will also share why it was essential to have an easily remembered and repeatable product name. This presentation will detail what it took to breakdown fear and empower patients to ask for the ‘right’ brand.

12:30 – 1:30 Networking Lunch in Exhibit Hall

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1:30 – 2:15 Using Innovation to Deliver a Patient-Centric Approach in CNS: Epilepsy Advocate and More than Motion

Andrea Levin, Associate Director, Public Relations & Communications, UCB, Inc.

Chemelle Evans, Associate Product Director, UCB, Inc.

Melinda Mason, Neupro Consumer Initiatives, UCB, Inc.

This exciting presentation will feature results from Epilepsy Advocate and More Than Motion, two unbranded programs focused on people living with Epilepsy and Parkinson’s Disease. Hear why patient collaboration was key in identifying innovative ways to deliver comprehensive, inspiring, and meaningful education. This case study will show the resulting impressive brand equity, active social communities on Facebook, PR buzz, and most importantly, patient impact. Learn why effectively leveraging PR to magnify consumer outreach is key to expanding the reach of your unbranded initiatives/campaigns and how smart integration of social media amplifies the impact of a such an initiative as well as providing an important avenue of exchange for patient communities.

2:15 – 2:45 Driving Patient Engagement, Healthy Behaviors and Adherence in a Digital World

Karen Lazan, Director, Consumer Marketing & Adherence Innovation, US Primary Care, Pfizer

For patients to fully benefit from their medications, they need to be committed and engaged in their prescribed treatment plans. It is critical therefore for pharmaceutical marketers to help patients overcome barriers to adherence. Today, the proliferation of innovative digital technologies presents exciting new opportunities to achieve just this. In this session, Pfizer marketing executives will share new thinking in this area and discuss which digital innovations are gaining traction and how these new approaches can be integrated into your consumer marketing efforts.

2:45 – 3:30 Networking Break in Exhibit Hall Sponsored by

3:30 – 4:00 Single Source Advertising Measurement is Here to Validate and Optimize the Rx Investment in TV - A Case Study with Sunovion Pharmaceuticals

Dr. Kristy White Branco, Senior Director, Commercial Strategy & Planning of Sunovion Pharmaceuticals Inc.

Fariba Zamaniyan, Senior Vice President, TRA (TiVo Research and Analytics)

Challenging times within the prescription drug market today has raised even greater pres-sure to justify the TV investment. Precision metrics that quantify “how many new patients were acquired by my advertising” did not exist, until now! New research which leverages the aggregation of TV consumption and patient level data among a single sample source can now quantify the causal impact of ad exposure on sales. A case study will showcase how single source data can validate TV RoI and identify plan modifications to maximize future profit potential.

 

 

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4:00 – 4:30 Are you Relevant?Eric Talbot, VP Brand Solutions, Univision Network The key to successful advertising is not just communicating a brand’s unique selling propo-sition. It is also about making sure your brand’s message resonates with its intended target to stimulate purchase. Smart marketers know that due diligence is key to developing the insights that lead to compelling brand strategy. This session will focus on the process of developing messaging for a multicultural nation and outline the creative options available to advertisers. Eric Talbot will explore why similarities can be stronger than differences and the contribution that cultural relevance can make to effective advertising, demonstrating with best in class examples – challenging how to approach customers in general, beyond just the new paradigm of a multicultural nation.

4:30 – 5:00 Debunking Health Myths in the Multicultural Landscape Dr. Corey Hebert, Practicing Physician, Television and Radio Talk Show Host,

and Co-Founder/CEO of BlackHealthTV.com

There are many healthcare myths that exist in multicultural communities. The lack of accurate, standardized, health information brings forth an ominous situation. Presently in the healthcare landscape, ample opportunity exists for companies to provide academically based, culturally sensitive messages to reverse this horrific trend. Companies that support this paradigm shift are strategically positioning themselves with diverse communities, which once tapped, tend to be their most loyal consumers, and the most receptive to targeted advertising. Debunking these health myths however, is the most important step toward

capturing these very sensitive markets.

5:00 – 7:00 Cocktail Party in Exhibit Hall Sponsored by

7:00 – 8:30 DTC Advertising Awards Ceremony and Dinner in Capitol Ballroom Sponsored by

Day3 ThURSDay, aPRil 4, 20138:00 – 9:00 Breakfast in Ballroom Foyer Sponsored by

9:00 – 9:30 Patient Views: Consumer Insights from Within the Waiting Room—Making a Positive Impact on Brand Awareness and Choice at the Point-of-Care

Dan Stone, CEO, AccentHealth Natalie Hill, VP Market Research, AccentHealth

We asked brand managers what they wanted to know most about patient engagement, purchasing behavior and conversion—and we got the answers direct from patients. Col-lected from patients at the point-of-care, join Dan and Natalie as they share the responses to the questions that matter most to brand marketers and what it can mean for your brand promotion strategy.

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9:30 – 10:00 Putting the ‘Consumer’ Back into DTC—Dramatically Improving ROI

Through Consumer-Centric Approaches Peter Dorff, Senior Portfolio Insight Manager, AstraZeneca

Charu Chaturvedi, Senior Vice President, Affinnova Life Sciences This presentation features an AstraZeneca research case study demonstrating how

evolutionary algorithms, often used in the CPG industry, were used to evolve the most optimal DTC campaign that could significantly outperform competitors and the team’s current DTC messaging on the market. Additionally, Charu Chaturvedi and Peter Dorff will debunk myths on how consumers make decisions and discuss the best approaches to gathering accurate and patient driven insights. Benefit from understanding how to identify the most compelling and optimal messaging campaign – and how that can deliver measurable improvements to RoI.

10:00 – 10:30 Where the Rubber Meets the Road—Inside the Pharmacy

Michelle Blechman, Associate Director, Market Intelligence, Astellas Pharma

Carol Cotton, President, Cotton Consulting LLC How does the rapidly changing retail pharmacy environment affect pharma marketers? Hear

insights from innovative research that predict how shifts in healthcare decision-making may impact your patients. Learn the reality of how and why prescriptions are filled; the evolving role of pharmacists and their influence on patients; shfting HCP-patient-pharmacist-PBM relationships; the often hidden pressures to fill Rx’s with generics; and “secrets” patients may not know about pharmacy dynamics. Discover opportunities for impacting brand choice, addressing the default of generics over brands, and filling gaps in pharmacist and patient education resources.

10:30 – 11:00 Networking Break in Exhibit Hall Sponsored by

11:00 – 11:30 When the Chips are Down: Maintaining Patient Loyalty and Transforming Your Marketing Model

Lars Merk, Director Digital Platforms, McNeil Consumer Healthcare

Kabir Shahani, Co-founder and CEO, Appature

In today’s market, brands must enable effective two-way dialogue to maintain engagement. This is particularly true with high consideration products and symptomatic conditions where patients are actively engaged in their own treatment (eg, allergies, ADHD) – and even more so when a product has a challenge/issue that needs to be communicated. This talk will outline the strategic focus areas, tactical approach, and operational success factors to enable consumer brands to move to deliver in these situations, continue to drive the business, and effectively transform their capabilities to the new model of data-driven relationship marketing.

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Karla Anderson, Partner, Pharmaceutical and Life Sciences Advisory practice, PwC

Karla Anderson is a Partner within PwC’s Advisory Pharmaceutical and Life Sciences Practice leading the Commercial Practice.

She has over 20 years of experience in the healthcare in-dustry. She has a clinical background and broad healthcare system knowledge.

Aurora Archer, Partner, Pharmaceutical and Life Sciences Advisory practice, PwC

Aurora Archer is a dynamic global digital marketing professional with extensive expertise in the technology, retail and

pharmaceutical industries serving the US, Europe, Asia and Latin America markets.

Katie Beller, Group Creative Director, GSW Worldwide Katie Beller brings more than 20 years of experience and globally recognized creative talent to her role as a creative lead at GSW Worldwide. She has extensive

experience creating campaigns for consumer brands, pharmaceutical brands, and medical devices.

Paul M. Berman, Vice President, Global Knee Marketing, Stryker OrthopaedicsPaul Berman has more than 15 years experience in industry marketing, including durable goods, consumer products, pharmaceuticals, and medical devices. Paul

and his division are focused on marketing and promoting artificial knee implants, instruments and solutions to healthcare professionals, hospitals, and patients worldwide.

A G E N D A / M E E T T H E S P E A K E R S

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11:30 – 12:00 Expanding Consumer Contact Through Managed Care and Hospital Co-Marketing

Panelists Include: Joshua M. Davis, PhD, Chairman, Spirit Health Group Denise Strauss, Executive Director, Managed Markets Marketing, Boehringer

Ingelheim; Ira Studin, Principal, Stellar Managed Care Learn how drug and device marketers can reach their consumer prospects through

managed care, HMo, and Hospital partners. These partners have mutual interest in identifying and preventing disease through community outreach and education. Branded and disease education partnerships create excellent opportunities available to drug and device marketers. Here from experts on the cutting edge about the opportunities for your brand.

12:00 – 12:30 Top 25 DTC Marketers Panel Representatives from our Top 25 DTC Marketers of the Year will share their views on the

key issues and opportunities surrounding DTC marketing. our panelists will discuss best practices on how to translate available information into actionable insights so DTC marketers can apply the trends and evolving tactics to continue to improve patient communications.

1:00 – 2:00 Top 25 Marketers Award Private Luncheon–Sponsored by Ticket required for entrance

MEET ThE SPEaKERSDTC Perspectives has assembled a best-in-class faculty for our 2013 DTC National Conference. Brief biographical information for each speaker is listed on the subsequent pages. For the full length versions, visit our website at www.dtcperspectives.com, and view the DTC National section of our website (found under the Conferences menu).

Joshua Davis, President, Spirit Health GroupJoshua Davis is a founder of Spirit Health Group – the nation’s only major marketing network of large regional hospitals and their affiliated healthcare practitioners. In

14 years, Josh has built this network to cover over 200 hospitals, 250,000 HCPs, and numerous national/local advocacy groups with the focus on improving dialogue and outcomes for patients, consumers and their providers with early diagnosis, improved therapies, support, and better lifestyle programs.

Peter Dorff, Senior PortfolioInsight Manager, AstraZenecaPeter Dorff is currently a Senior Portfolio Insight Manager at AstraZeneca Pharmaceuticals where he has led US market research activities for several

respiratory and cardiovascular growth brands. Principle responsibilities include the development and oversight of market research to direct physician and consumer promotional strategy, including positioning, content and message development, and targeting. His current role is one of the many varied roles he has assumed within AstraZeneca over the past 9 years.

Bill Drummy, Founder and CEO of Heartbeat Ideas and Heartbeat West

Bill Drummy is the Founder and CEo of Heartbeat Ideas and Heartbeat West, privately held, full-service agencies committed to ideas and innovation in

the emerging marketing environment. Founded in 1998, Heartbeat’s clients include Allmusic, Bausch + Lomb, Con Edison, Estée Lauder, Galderma, Johnson & Johnson, McGraw Hill, Memorial Sloan-Kettering Cancer Center, Sanofi, and UNICEF.

Chemelle Evans, Associate Product Director, UCB, Inc. Chemelle Evans is responsible for providing leadership and strategic direction for the Consumer/Patient marketing efforts of UCB’s flagship Central Nervous

System (CNS) product – VIMPAT®. Additionally, she is a critical ambassador for Patient Centric efforts across the organization for Epilepsy.

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Michelle Blechman, Associate Director, Market Intelligence, Astellas Pharma Michelle Blechman joined Astellas in 2011, where she leads the insights team for urology and immunology. Previously, Michelle guided brand strategy and

consumer insights for Humira and other Abbott brands. She has also worked in financial services, consumer packaged goods, travel, and energy and utilities.

Wendy Blackburn, Executive Vice President, Intouch SolutionsWendy Blackburn has more than 17 years experience in pharmaceutical and health care marketing, including digital, public relations, and b-to-b. Her blog,

ePharma Rx, has become a must-read authoritative voice in the ePharma arena. Wendy is responsible for marketing strategy, client service, and business development across the agency, interfacing with a number of Intouch’s top-20 pharma clientele.

Charu Chaturvedi, Senior Vice President, Affinnova Life Sciences

Charu Chaturvedi leads the Life Sciences vertical dedicated to providing strategic insights and technology driven solutions to clients in the pharmaceutical, biotech,

and medical device industries. A seasoned professional with over 15 years of marketing and research experience, Charu’s career has spanned several business sectors including healthcare, financial services, and consumer packaged goods.

Carol Cotton, President, Cotton Consulting LLC

Carol Cotton has over thirty years’ experience delving into physicians’ and consumers’ hearts and minds to determine what drives them to make the choices they

make and understand how to influence their behavior. Carol started her career at Pfizer in the marketing research department, before moving into advertising at J. Walter Thompson. She has served in senior executive capacities in advertising at Saatchi & Saatchi and Young & Rubicam, and in trend forecasting and consulting firms, Yankelovich and Roper, and has taught at San Francisco State University and Columbia University’s College of Physicians and Surgeons.

M E E T T H E S P E A K E R S

Johan Ferreira, PhD, MBA, SVP/Group Account Director, GSW Worldwide

Johan currently oversees the GSW Worldwide teams working on launching the consumer campaign for Stryker orthopaedics’ Triathlon Knee Replacement

system, as well as the neurogenic detrusor overactivity indication for Allergan’s Botox, Cayston for Gilead, Kalbitor for Dyax, and an upcoming diabetes brand for Eli Lilly and Company.

Jennifer Havens, Deputy Director,

Consumer Marketing, Sanofi Pasteur

Jennifer Havens has more than 12 years of healthcare experience and has launched several Direct-to-Consumer campaigns all of which have exceeded their objectives

and helped to increase immunization rates. Jennifer most recently led a cross functional team in launching the Fluzone® Intradermal vaccine campaign in 2012, a fully integrated, branded campaign to help patients understand their options when choosing influenza vaccination.

Dr. Corey Hebert, Practicing Physician, Television and Radio Talk Show Host, and Co-Founder/CEO of BlackHealthTV.comDr. Corey Hebert is one of the most renowned physicians practicing medicine in the United States today. His travels across

the country and around the globe have connected him to thousands of people as both a healer and a motivator, all the while practicing both Pediatrics and Emergency Medicine at Tulane University Medical Center, which is where he also completed residency. A graduate of Morehouse College, he is a highly regarded medical broadcast journalist, working as on-air medical editor for the NBC television affiliate in New orleans, Louisiana and the Gulf Coast, as well as a frequent contributor to The Dr. Oz Show.

Natalie Hill, VP Market Research, AccentHealthNatalie Hill has more than 12 years of Mar-ket Research experience, concentrating in healthcare/pharmaceuticals. Ms. Hill is responsible for leading AccentHealth’s re-

search initiatives and strategy. In this role, Ms. Hill oversees all campaign impact assessment studies, consumer profiling and prescriber-level analytics.

David Houle, Acclaimed Futurist and Au-thor of “The Shift Age” and “The New Health Age: the Future of Healthcare and Medicine in America”David Houle is consistently ranked as one of the top futurists and futurist keynote

speakers on the major search engines and in the world today. In the last two years he has delivered keynotes on six continents and ten countries. He is often called “the CEos’ Futurist” having spoken to or advised 2,000+ CEos and business owners in the past four years. His book, The New Health Age: the Future of Healthcare and Medicine in America, was published by Sourcebooks in December

2011.

JD Kleinke, Author and Pioneering Healthcare Information EntrepreneurJD Kleinke is a medical economist, author, health care business strategist, and entrepreneur. He has been instrumental in the creation of four health care information

organizations, served on the Boards of several public and privately held health care companies, and advised both sides of the political aisle on pragmatic approaches to health policy and legislation.

Karen Lazan, Director, Consumer Marketing & Adherence Innovation, US Primary Care, Pfizer

Karen Lazan is the Director of Consumer Marketing and Innovation, in the Consumer Center of Expertise within Pfizer’s Primary

Care Business Unit. Her focus is to develop strategy and lead the launch of innovative consumer initiatives that utilize emerging digital technologies to drive new Rx user engage-ment and adherence. In her 12 years at Pfizer, Karen led consumer marketing for many Primary Care brands includ-ing Lipitor, Aricept, Detrol LA, and Premarin.

Amy Lemen, Associate Brand Manager, Eli Lilly & Co.

Amy Lemen is a strategic brand marketer who has a passion for understanding and leveraging customer insights to build better brands, marketing strategies, and products.

She has over a decade of experience marketing for and consulting with large and small brands and companies.

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Andrea Levin, Associate Director, Public Relations & Communications, UCB, Inc.

Andrea Levin is responsible for the devel-opment and execution of public relations and communication strategies that support UCB’s therapeutic products in the U.S. In

her time at UCB, Ms. Levin has overseen several successful product launch PR campaigns, including Neupro®, a trans-dermal patch for Parkinson’s disease and Restless Legs Syn-drome, and two epilepsy drugs, Keppra XR® and VIMPAT®

Barbara Lippert, Creative Guru, Editor-at-Large for MediaPost and former author of the Adweek Critique

Barbara Lippert is the writer and advertising critic best known as the award-winning author of the Adweek Critique for Adweek

Magazine, the first column to deconstruct ads and link them to trends in the larger culture, including politics and women’s issues.

Melinda Mason, Neupro Consumer Initiatives, UCB, Inc.

Melinda Mason has been with UCB since April 2006 and is responsible for the development and execution of consumer marketing strategies that support Neupro®

(Rotigotine Transdermal System), a transdermal patch for Parkinson’s disease and Restless Legs Syndrome.

David Meerman Scott, Marketing Strategist, Bestselling Author, and Sought-After Corporate Advisor

David Meerman Scott is an author of eight books including three international bestsellers, advisor to emerging

companies, and a professional speaker on topics including marketing, leadership, and social media. David’s book The New Rules of Marketing & PR opened people’s eyes to the new realities of marketing and public relations on the Web.

Bill Meisle, Former Director, Enterprise Channel Marketing

Bill is a marketing executive who helps companies identify new digital business and marketing opportunities that deliver customer value and drive performance. Bill

was most recently with GlaxoSmithKline, where he held a variety of positions in digital marketing and innovation.

Lars Merk, Director Digital Platforms, McNeil Consumer Healthcare

Lars Merk has responsibility for developing new digital marketing platforms that reach the consumer, health care professional and retail customers for iconic brand families in-

cluding TYLENoL®, MoTRIN®, ZYRTEC®, BENADRYL®, SUDAFED®, PEPCID®, RoLAIDS® and IMMoDIUM®. Lars has 15 years of sales and marketing experience across Johnson & Johnson companies .

Dr. Kevin Pho, Founder of KevinMD.com

Dr. Kevin Pho is a board-certified internal medicine physician and founder of KevinMD.com, which Forbes called a “must-read health blog.” Klout named

him the web’s top social media influencer in health care and medicine, and CNN named @KevinMD one of its five recommended Twitter health feeds. He has been interviewed on the CBS Evening News with Katie Couric, and his commentary regularly appears in USA Today, as well as CNN and the New York Times.

Buddy Scalera, SVP Interactive Content & Market Research, Ogilvy Common-Health Interactive Marketing, part of Ogilvy CommonHealth Worldwide

Buddy Scalera is a strategic thought leader in new media technologies with 16 years

of digital content and market research experience. He has written and spoken extensively about interactive content, Web technologies and multimedia. Buddy has written and edited content for newspapers, websites, promotional videos, CD-RoMs, books, textbooks, comic books, magazines, and more.

Kabir Shahani, Co-founder and CEO, Appature

Kabir Shahani cofounded Appature in January 2007 with a vision of delivering bleeding-edge software that provides tre-mendous business value while still being

easy and fun to use. Appature Nexus is a relationship mar-keting technology platform that provides companies the tools to focus on their target customers, make more in-formed business decisions and drive overall revenue while saving money on marketing campaign execution.

DTC National Directory • April 2013 | 17

M E E T T H E S P E A K E R S

Terry Voltz, SVP, Group Management

Director, DraftFCBTerry Voltz’s focus and passion for the last ten years has been pharma. Since 2008 he has headed up the growing Lilly business at DraftFCB; before that, Terry had a five-

year stint at Saatchi Wellness running the Nexium business for AstraZeneca - so he knows something about consumer-driven pharma brands.

Dr. Kristy White Branco, Senior Director,

Commercial Strategy & Planning of

Sunovion Pharmaceuticals Inc.

Kristy White Branco works closely with senior leadership at Sunovion to enhance

alignment and execution of strategies and operations across the Commercial Organization. She monitors the commercial operating budget and P&L, assists with evaluation of business development opportunities, helps ensure maximization of commercial opportunities and execution of validated and innovative approaches to market growth.

Fariba Zamaniyan, Senior Vice President,

TRA (TiVo Research and Analytics)Fariba Zamaniyan is a seasoned advertising research expert, well known for her work and public speaking on the impact of pre-scription drug advertising on consumer

response since its inception in the late 90s. Before joining TRA, Ms. Zamaniyan was the Senior Vice President within the IAG division of The Nielsen Company where she was hired to develop its healthcare practice.

18 | DTC National Directory • April 2013

Denise Strauss, Executive Director,

Managed Markets Marketing,

Boehringer IngelheimDenise Strauss is responsible for leading the team that executes Managed Markets strategy and support of brands and field

sales, pipeline, and channels, including: Medical Groups, IDNs, ACOs, Medicare, Medicaid, MCOs, PBMs, and Em-

ployers.

Dan Stone, CEO, AccentHealthDan Stone is Chief Executive officer of AccentHealth. Under Dan’s leadership, AccentHealth has expanded to over 20 condition-specific, specialty and demographic networks and has more than

doubled its national doctor office footprint position at the point-of-care.

Ira Studin, PhD, MPH

Stellar Managed Care, PresidentIra Studin has over 25 years of professional experience in managed care, hospital and consulting environments. He is the author of Strategic Healthcare Management:

Lessons From Top Management Experts On The Business Of Managed Care (Irwin Professional Publishing/McGraw Hill, 1995).

Michael Szumera, Director, Public Relations, Communications US, Sanofi PasteurMichael Szumera is responsible for external communications initiatives in support of Fluzone®Intradermal vaccine, pertussis

and pediatric vaccines, advocacy programming, and crisis and issues management. Michael also serves as a media spokesperson for the company.

Eric Talbot, VP Brand Solutions,

Univision Network

Eric Talbot is Vice President of the Client Development Group (CDG) at Univision, the leading media company serving

Hispanic America. CDG is a dedicated consulting team of 50 plus veterans from media, marketing and industry backgrounds who help marketers develop and execute their strategies to drive sales with Hispanics.

M E E T T H E S P E A K E R S

DTC National Directory • April 2013 | 19

E X H I B I T H A L L I N F o R M AT I o N

EXhiBiT hallGrand Ballroom Salons II-IV • April 3-4, 2013

Hours: Tuesday: 1:00pm – 7:00pm • Wednesday: 7:30am – 7:00pm

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Exhibitor Booth #’s

20 | DTC National Directory • April 2013

Catalina HealthMain SponsorExhibitor Booth — #22

Catalina Health® is committed to helping our partners deliver unprecedented performance and healthier outcomes for their health consumers. Our proprietary platforms enable the delivery of the right message to the right audience, at critical touch points – the pharmacy point-of-care and now, directly in physician offices. only Catalina Health® has insight into the evolving prescription histories of over 130 million health consumers. We use this precise transaction level insight to help clients develop customized, measurable, treatment-related messages that can incite healthier patient outcomes. Catalina® is based in St. Petersburg, Florida, with operations in the U.S., Europe, and Japan.

Julie ManganellaSVP, Marketing(201) 291-2200Julie.Manganella@catalinamarketing.com

CBS CorporationMain Sponsor

CBS Corporation is a mass media company with constituent parts that reach back to the beginnings of the broadcast industry, as well as newer businesses that operate on the leading edge of the media industry. The Company, through its many and varied operations, combines broad reach with well-positioned local businesses, all of which provide it with an

M A I N S P o N S o R S

DTC National Directory • April 2013 | 21

extensive distribution network by which it serves audiences and advertisers in all 50 states and key international markets. It has operations in virtually every field of media and entertainment, including broadcast television (CBS and The CW – a joint venture between CBS Corporation and Warner Bros. Entertainment), cable television (Showtime Networks, Smithsonian Networks and CBS Sports Network), local television (CBS Television Stations), television production and syndication (CBS Television Studios, CBS Studios International and CBS Television Distribution), radio (CBS Radio), advertising on out-of-home media (CBS outdoor), publishing (Simon & Schuster), interactive media (CBS Interactive), licensing and merchandising (CBS Consumer Products), video/DVD (CBS Home Entertainment), motion pictures (CBS Films) and socially responsible media (EcoMedia). For more information, log on to www.cbscorporation.com.

Tom DelaneySVP & Director CBS Market Resources(212) 975-1771tfdelaney@cbs.com

HealthgradesMain Sponsor/Name Badge SponsorExhibitor Booth — #21

Healthgrades is the leading brand in connecting consumers with physicians and other healthcare providers. Every year, Healthgrades helps more than 200 million Americans to attain the best health outcomes by providing exclusive content and decision support tools that empower patients to discuss the right treatment with the right physician. Visit healthgrades.com for more information.

Darrin O’NeillSVP Sales & National Advertising(973) 746-7121doneill@healthgrades.com

M A I N S P o N S o R S

22 | DTC National Directory • April 2013

S P o N S o R S / E X H I B I T o R S

AccentHealthSponsor – RegistrationExhibitor – Booth #18

AccentHealth is the largest patient education media company at the point-of-care, located in over 30,000 physician waiting rooms and serving over 70,000 physicians nationwide. AccentHealth features an award-winning waiting room television network with exclusive CNN programming, co-hosted by Dr. Sanjay Gupta, and a companion network of engaging Health Panel displays. With over 21 condition specific, specialty and demographic networks, AccentHealth offer advertisers precise patient targeting. AccentHealth has been educating health-conscious consumers in a trusted environment since 1995.

Kerry Ann ClawsonEVP, Sales & Marketing(212) 763-5118KClawson@accenthealth.com

American Health CensusExhibitor – Booth #7

American Health Census and Direct Innovations, Inc. (www.americanhealthcensus.com) is a comprehensive website that captures 100%, self-reported consumer health information about the medical ailments that con-sumers suffer from as well as the prescriptions & oTC medications they take. AHC captures information on more than 200 medical ailments and over 1,000 Rx & oTC medications and all information is 100% HIPAA compliant. AHC enables healthcare marketers to reach consumers with pinpoint accuracy through multi-channel direct marketing initiatives.

Herb Torgersen President(404) 402-2825htorgersen@directinnovations.biz

AppatureSponsor – Charging BarExhibitor – Booth #2

Appature is the leading software-as-a-service (SaaS) provider for life sciences marketers. The company’s in-novative product suite, Appature Nexus, is a fully integrated cloud-based solution that enables marketers to easily mine data, launch campaigns, and get actionable insights in order to grow market share and create deeper customer relationships. Visit www.appature.com/demos to see a demo of Appature Nexus or contact us at info@appature.com for more information.

Collin ChlarsonMarketing Solutions Specialist(206) 493-5428collin.chlarson@appature.com

DTC National Directory • April 2013 | 23

S P o N S o R S / E X H I B I T o R S

Condé NastSponsor – Golf Simulator

Condé Nast is home to some of the world’s most celebrated media brands. In the United States, Condé Nast publishes 18 consumer magazines, four business-to-business publications, 27 websites, and more than 50 apps for mobile and tablet devices, all of which define excellence in their categories. The company also owns Fairchild Fashion Media (FFM), whose portfolio of brands serves as the leading source of news and analysis for the global fashion community. Condé Nast has won more National Magazine Awards over the past ten years than all of its competitors combined. Visit CondéNast.com and follow us on Twitter @CondeNastCorp and @CondeNastCareer.

Deirdre Daly MarkowskiDirector of Corporate Partnerships(212) 286-7671Deirdre_DalyMarkowski@condenast.com

ContextMediaExhibitor – Booth #20

ContextMedia:Health operates a portfolio of digital TV networks delivering premium programming at the point-of-care. ContextMedia:Health’s networks reach the practices of the highest-prescribing physicians na-tionwide. Millions of patients with chronic conditions such as diabetes, rheumatoid arthritis, depression, and heart diseases are watching ContextMedia:Health educational programming on their doctor-branded waiting-room television, moments before discussing therapy and treatment with their physician

Shradha AgarwalCo-Founder/Chief Strategy officer(312) 236-6656shradha.a@contextmediainc.com

eHealthcare SolutionsExhibitor – Booth #19

eHealthcare Solutions creates custom digital solutions designed to achieve specific marketing goals and reach defined target audiences. We partner with marketers who want to reach physicians, other healthcare professionals, and health consumers through our exclusive relationships with more than 75 of the leading HCP societies, associations, and media companies, consumer health sites, and other quality digital partners in the pharmaceutical/healthcare vertical. We are experts in digital healthcare marketing with decades of col-lective experience building programs that influence behavior and motivate action.

Chris Gallagher VP, Consumer Solutions(609) 882-8887 ext. 107cgallagher@EHSmail.com

24 | DTC National Directory • April 2013

S P o N S o R S / E X H I B I T o R S

Everyday Health, Inc.Exhibitor – Booth #1

Everyday Health is the leading digital health and wellness company. Attracting 38 million people monthly through its popular websites, mobile applications, and social media presence, Everyday Health inspires con-sumers to live healthier lives and helps doctors make more informed decisions for their patients. The Com-pany’s broad portfolio of products spans the health spectrum, from in-depth medical content for condition prevention and management to healthy lifestyle offerings.

Scott WolfChief Strategy Officer(646) 728-9744swolf@everydayhealthinc.com

HealthguruExhibitor – Booth #14

Healthguru is the leading provider of health video content on the web, getting 70+ million views a month from 6.1 million viewers watching an average of 35 minutes on our site and our health syndication partners. (comScore VideoMetrix, Q4 2012). The majority of our 3,500+ videos are in categories endemic to most Rx brands and conditions.

John GlascottSVP Sales & Syndication(646) 237-6706jglascott@healthguru.com

Health Media NetworkExhibitor – Booth #30

Health Media Network is the fastest growing point-of-care digital media company in the U.S. providing education and health content in medical and health care facilities. HMN offers advertisers 23 customizable, condition-specific health networks with over 30,000 participating physician and highly-targeted access to millions of patients and their caregivers.

Gary HendersonChief Revenue officer(212) 358-4019garyh@hmnads.com

DTC National Directory • April 2013 | 25

S P o N S o R S / E X H I B I T o R S

Health Monitor NetworkSponsor – Awards DinnerExhibitor – Booth #17

Health Monitor Network is the leading direct-to-patient company and has one of the largest marketing plat-forms in medical offices, in patients’ homes and on the go. The company’s mission is to facilitate dialogue between patients and their healthcare professionals. This is achieved through contact with more than 40 million patients through 120,000 medical offices, over 360,000 physicians and healthcare professionals, and in 2 million patients’ homes. For more information visit www.HealthMonitorNetwork.com or email info@healthmonitor.com Linda Levine

Therese HeimboldVP, Sales(201) 649-9197thereseh@healthmonitor.com

Healthline NetworksSponsor – Wireless Internet

Healthline Networks is the leading provider of intelligent online health solutions for advertisers, publishers and health plans. With an unmatched array of content and features, Healthline enables more than 100 million consumers a month to make more confident, informed healthcare decisions.

Ingrid EberlyVice President, Marketing(917) 720-4386Ingrid@healthline.com

IMS HealthSponsor – Cocktail Party

IMS Health is a leading worldwide provider of information, technology and services dedicated to making healthcare perform better. With a global technology infrastructure and unique combination of real-world evidence, advanced analytics and proprietary software platforms, IMS Health connects knowledge across all aspects of healthcare to help clients improve patient outcomes and operate more efficiently. The company’s expert resources draw on data from nearly 100,000 suppliers, and on insights from 39 billion healthcare transactions processed annually, to serve more than 5,000 healthcare clients globally. Customers include pharmaceutical, medical device and consumer health manufacturers and distributors, providers, payers, gov-ernment agencies, policymakers, researchers and the financial community. Additional information is available at www.imshealth.com.

Bob DoyleVP, Consumer Insights(484) 567-6199b.doyle@us.imshealth.com

8 Reasons Hispanics aRe YouR KeY to GRowth

sources: 1.U.S. Census Bureau, 2012 National Population Projections July 1, 2012 to July 1, 2060. 2.U.S. Census Bureau, 2010 Census. 3.Geoscape 2010 MDX Report. BLS rate of inflation 2000-2015(average rate of inflation from 2000-2010). 4.U.S. Census Bureau, 2011 American Community Survey (2009-2011 American Community Survey 3-Year Estimates). 5.IMS VONA MAT December 2012. Based on Adults 18+. 6.IMS VONA MAT December 2012. TRx Retail Dollars Based on Adults 18+. Calculations based on U.S. Census Bureau 2012 Projections. 7.2012 UCI Patient Journey Proprietary Research. 8.Univision / Experian Simmons 2010 Pharmaceuticals Advertising Awareness Study.

FDa relaxes broadcast rules and publishes DtC advertising draft guidance

Census first proves u.s. hispanics are a sales growth engine with population reaching 35.3 million

DtC ad spend hits all time high at $5.4 billion, inclusive of spanish-language media19

97

2000

2006

thRouGh the YeaRs

u.s. hispanics in 2013 represent 17% of total population1

population growth 2010-2020 vs. 5% for non-hispanics 2

of hispanics and non-hispanics fall in the $35K-100K hh income bracket3

of hispanics have health insurance, with millions to follow as a result of the affordable Care act4

spent in the 2012 u.s. Prescription Market5

in incremental dollars at stake6: Diabetes $1.6B high Cholesterol $842M hypertension $729M asthma $437M

visit a doctor 3+ times a year for primary condition vs. 32% of non-hispanics7

more likely to trust information from pharma marketers than non-hispanics8

54.5MILLION

$20BILLION

$11BILLION

+26% 46% 2/3

45% 3Xs

8 Reasons Univision is YouR PaRtneR in GRowth

Contact: Jorge Daboub, SVP Business Development, jdaboub@univision.net

sources: 9. The Nielsen Company, NPM February 2013 Sweep (01/31/13-02/27/13), Mon-Sat 8p-11p, Sun 7p-11p, A18-49. Live+SD 10.The Nielsen Company, NPM-H (09/24/12-12/30/12), Mon-Sat 8p-11p, Sun 7p-11p, A18-49. S-L TV Share based on (UNI, UMA, GALA, TEL, AZA, ETV and MFX). Live+7. 11.The Nielsen Company, NPM (11/12/12-11/18/12), Mon-Sat 8p-11p, Sun 7p-11p, A18-49. Based on 6+ minute qualified audience and on the % of each network’s audience that did not watch any of the other listed networks (Top 10). 12. 2011 Univision’s Brand Equity Study conducted in collaboration with Burke. 13.Nielsen IAG Full Year 2012 A18-49.

Census shows 50 million hispanics propel u.s. total market growth

Census updates hispanic numbers: 54.5 million strong, representing 17% of total u.s. population

Millions of new hispanics become insured as a result of the affordable Care act 20

10

2012

2014

Healthcare consulting Team: size of Prize strategy Research & insights Media & Marketing Measurement

beat nBC during February 2013 sweeps9

share of spanish-language tV viewing 10

of viewers not reached on other networks11

Regardless of language spoken, ads outperform other top-rated networks in Recall and Likeability13

surround Your consumer: #1 spanish-language web and mobile sites

130+ local radio and tV stations uVideos, the bilingual digital video network for hispanics

consumers enrolled in the univision Farmacia savings card

highest brand equity score ever recorded by Burke12

67% 72

1 MILLION+

73%#4NETwORk

8 Reasons Hispanics aRe YouR KeY to GRowth

sources: 1.U.S. Census Bureau, 2012 National Population Projections July 1, 2012 to July 1, 2060. 2.U.S. Census Bureau, 2010 Census. 3.Geoscape 2010 MDX Report. BLS rate of inflation 2000-2015(average rate of inflation from 2000-2010). 4.U.S. Census Bureau, 2011 American Community Survey (2009-2011 American Community Survey 3-Year Estimates). 5.IMS VONA MAT December 2012. Based on Adults 18+. 6.IMS VONA MAT December 2012. TRx Retail Dollars Based on Adults 18+. Calculations based on U.S. Census Bureau 2012 Projections. 7.2012 UCI Patient Journey Proprietary Research. 8.Univision / Experian Simmons 2010 Pharmaceuticals Advertising Awareness Study.

FDa relaxes broadcast rules and publishes DtC advertising draft guidance

Census first proves u.s. hispanics are a sales growth engine with population reaching 35.3 million

DtC ad spend hits all time high at $5.4 billion, inclusive of spanish-language media19

97

2000

2006

thRouGh the YeaRs

u.s. hispanics in 2013 represent 17% of total population1

population growth 2010-2020 vs. 5% for non-hispanics 2

of hispanics and non-hispanics fall in the $35K-100K hh income bracket3

of hispanics have health insurance, with millions to follow as a result of the affordable Care act4

spent in the 2012 u.s. Prescription Market5

in incremental dollars at stake6: Diabetes $1.6B high Cholesterol $842M hypertension $729M asthma $437M

visit a doctor 3+ times a year for primary condition vs. 32% of non-hispanics7

more likely to trust information from pharma marketers than non-hispanics8

54.5MILLION

$20BILLION

$11BILLION

+26% 46% 2/3

45% 3Xs

8 Reasons Univision is YouR PaRtneR in GRowth

Contact: Jorge Daboub, SVP Business Development, jdaboub@univision.net

sources: 9. The Nielsen Company, NPM February 2013 Sweep (01/31/13-02/27/13), Mon-Sat 8p-11p, Sun 7p-11p, A18-49. Live+SD 10.The Nielsen Company, NPM-H (09/24/12-12/30/12), Mon-Sat 8p-11p, Sun 7p-11p, A18-49. S-L TV Share based on (UNI, UMA, GALA, TEL, AZA, ETV and MFX). Live+7. 11.The Nielsen Company, NPM (11/12/12-11/18/12), Mon-Sat 8p-11p, Sun 7p-11p, A18-49. Based on 6+ minute qualified audience and on the % of each network’s audience that did not watch any of the other listed networks (Top 10). 12. 2011 Univision’s Brand Equity Study conducted in collaboration with Burke. 13.Nielsen IAG Full Year 2012 A18-49.

Census shows 50 million hispanics propel u.s. total market growth

Census updates hispanic numbers: 54.5 million strong, representing 17% of total u.s. population

Millions of new hispanics become insured as a result of the affordable Care act 20

10

2012

2014

Healthcare consulting Team: size of Prize strategy Research & insights Media & Marketing Measurement

beat nBC during February 2013 sweeps9

share of spanish-language tV viewing 10

of viewers not reached on other networks11

Regardless of language spoken, ads outperform other top-rated networks in Recall and Likeability13

surround Your consumer: #1 spanish-language web and mobile sites

130+ local radio and tV stations uVideos, the bilingual digital video network for hispanics

consumers enrolled in the univision Farmacia savings card

highest brand equity score ever recorded by Burke12

67% 72

1 MILLION+

73%#4NETwORk

28 | DTC National Directory • April 2013

S P o N S o R S / E X H I B I T o R S

Kantar MediaSponsor – Conference Dashboard

Kantar Media Healthcare Research (formerly MARS) provides marketers, ad agencies and the media with consumption information for both traditional and new media; detailed information on ailment conditions (including various treatment options); drug brand usage for Rx and over-the-counter remedies; extensive psychographic, attitudinal and behavioral information concerning pharmaceuticals and healthcare; and con-sumer segmentation analyses. We deliver actionable research that helps our clients succeed in a changing marketplace.

Michele DeutschmanVP, Strategic Partnerships & Business Development(212) 991-6008Michele.Deutschman@kantarmedia.com

LifescriptSponsor – Water BottlesExhibitor – Booths #23-24

Lifescript’s mission is to inspire women to be proactive and informed about their health. Through original content written by our own editors and health experts, every month Lifescript lends a unique voice to over 11 million patients seeking information on their personal health and wellness. From Diabetes to Breast Cancer to Menopause, the Lifescript woman wants to be informed – and we deliver.

Bobbie HalfinVP, Sales, East(212) 364-2485bhalfin@lifescript.com

Mayo ClinicSponsor – Portfolios

Backed by one of the most respected names in health care, the award-winning MayoClinic.com website ex-tends authority and credibility to your advertising. Through our strategic relationship with Everyday Health, now the exclusive ad representative for all display media on MayoClinic.com, we help companies build brand affinity with innovative solutions and flexible advertising options. Reach and engage more than 30 million unique visitors a month by leveraging the renowned Mayo Clinic brand.

Scott Wolf, Chief Sales OfficerEveryday Health(646) 728-9744swolf@everydayhealthinc.com

DTC National Directory • April 2013 | 29

S P o N S o R S / E X H I B I T o R S

Newspaper National NetworkSponsor – Refreshment Breaks

Newspaper National Network LP, a proven leader in DTC ad strategy, works consultatively to plan, negotiate, place and track your print, online and mobile newspaper schedules. NNN demonstrates how newspapers across all platforms provide a dynamic environment for advertisers. NNN makes scaling newspaper media across easy, efficient and effective. www.nnnlp.com

Lynn LehmkuhlSVP, Sales(212) 856-6329llehmkuhl@nnnlp.com

PARADE PublicationsSponsor – Top 25 Marketers Luncheon

PARADE, the most widely read magazine in America, has a circulation of 32.5 million through its distribution in more than 660 of the nation’s finest newspapers, and a readership of 59 million each week. Its content is carried on 500+ newspaper websites---the single most trusted and most visited source of local news and information---and reaches an online audience of nearly 50 million. Each Sunday in PARADE and every day at Parade.com, our mission is to connect emotionally with Americans about the issues they care most about and move them to action.

Nancy LeMoineAccount Executive(212) 450-7161nancy_lemoine@parade.com

PatientPointSponsor – Notepads & PensExhibitor – Booth #26

PatientPoint® is the leader and innovator of patient and physician engagement solutions at the point of care. Impacting more than 456 million patient exposures annually, the PatientPoint award-winning patient educa-tion programs and care coordination platform drive meaningful outcomes for patients, healthcare providers and program sponsors. Learn more at www.patientpoint.com.

Linda R. RuschauExecutive Vice President Client Solutions(800) 288-8053Linda.Ruschau@PatientPoint.com

30 | DTC National Directory • April 2013

S P o N S o R S / E X H I B I T o R S

Precision Health MediaExhibitor – Booth #16

Precision Health Media connects advertisers to their most valuable targets: diagnosed audiences. PHM tar-gets diagnosed consumers through condition specific sites and is now the leading source for diagnosed health audiences (50 million unique visitors monthly, comScore). In addition, their proprietary, semantic Con-ditionMatch™ technology identifies the best sites that relate to your campaign and continuously optimizes for the optimum RoI. PHM includes both Patient and Healthcare Professional Channels.

Suzanne PolizziSVP Advertising Sales(646) 448-7115spolizzi@precisionhealthmedia.com

Prime AccessSponsor – Breakfast

Prime Access is the advertising and marketing communications company that provides strategic counsel and actionable solutions that advance the lives of individuals of all cultures. For more than two decades, Prime Access has been the pioneer behind the fusion of pharma and cultural expertise, developing marketing initia-tives for products across leading therapeutic categories and the world’s largest brands. For more information, please visit the company website at: www.prime-access.com.

Anthony MarucciDirector of Business Development and Health Care Strategy(212) 964-0030 ext. 278AMarucci@global-ny.com

QualityHealthSponsor – Cocktail Party Exhibitor – Booth #15

QualityHealth is the largest targeted customer acquisition solution for healthcare marketers. The Quality-Health proprietary Acquire2ConvertTM online platform delivers superior results for clients and meaningful value to healthcare consumers. The company was founded as Marketing Technology Solutions, Inc., in 1999, and is located in Jersey City, NJ.

Chris NeunerEVP, Product & Marketing(201) 499-1493cneuner@qhperform.com

DTC National Directory • April 2013 | 31

S P o N S o R S / E X H I B I T o R S

Remedy Health MediaSponsor – Tote Bags & Cyber Kiosk

Remedy Health Media is America’s fastest growing health information and technology company. We are a leading provider of clinical resources and wellness tools that help millions of patients and caregivers live healthier, more fulfilled lives. our mission is to empower patients and caregivers with the information and applications needed to efficiently navigate the healthcare landscape and as a result, to permit better health outcomes through use of our products and services. www.remedyhealthmedia.com

Jim CurtisCRo(212) 695-5581jcurtis@remedyhealthmedia.com

SparkPeopleAssociate Sponsor

SparkPeople is a leading provider of online healthy living and condition management solutions, and ranks #1 among health information sites for online user engagement. Through innovative member-based websites and mobile properties, SparkPeople collects rich, first-party user data, allowing health care brands target consumers precisely by health conditions, demographics and more. www.sparkpeople.com

Eileen MulloySenior Vice President Sales(513) 241-6470 ext. 300eileen@sparkpeople.com

Targeted Media HealthExhibitor – Booth #8

Targeted Media Health is a business unit of MNI Targeted Media Inc., a division of Time Inc. We partner with world-class media brands to provide customized, full-service, integrated media solutions that effectively target health care consumers through Point-of-Care, Print, Digital, Mobile, and Custom Content. www.targetedmediahealth.com

Dave MevorahNational Advertising Director(212) 522-5027dave_mevorah@timeinc.com

32 | DTC National Directory • April 2013

M U LT I C U LT U R A L H E A LT H M A R K E T I N G M A G A Z I N E P R E V I E W

The Multicultural Health Marketing Magazine was launched this past Fall, in conjunction with the DTC Perpsectives Multucultural Health Marketing National, to cover the wide-range of topics pertinent to marketing health information to a multicultural audience. The Multicultural Health Marketing Magazine f ea tu res a r t i c l e s authored by the key thought-leaders in the multicultural health market ing sphere and will focus on best practices for reaching the key multicultural populations in America such as Afr ican Americans, Hispanics, and Asian Americans. The publication includes examples of successful multicultural marketing efforts, segmentation information, and case studies on effective uses of targeting these key growing demographics. The goal of the magazine is to provide information that will help drive these at-risk and underserved populations to take

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WORLD ECONOMYPAGE TITLE

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WORLD ECONOMYHISPANIC MYTHS

Let’s make a deal. I promise to tell the unbiased truth, as I know it, with the best

intentions in mind and based on more than 25 years of experience. In return, all of you who may disagree could kindly email me with your grievance and we will discuss it? In any case, for all that is sacred, please don’t use this as a forum to add your own theories, pitch your companies, express your disagreement with someone or preach to us whatever you believe is the problem with multiculturalism in health care communications. We have enough of a hard time as it is.

It is not rocket science, it is not a secret, nor is it a special genetic quality in your double helix that has survived unmodified through generations of ethnic heritage. This is not an especially difficult market to decode. It’s not a mystery that can only be solved by someone of ethnic heritage. It is NOT the African American market alone. It is NOT the Hispanic market alone, or the Asian, Pacific Rim, Indian, Chinese, etc, etc, etc… alone.

It is a lot more than that. It takes experience, hard data, and knowledge of the cultural cues that are shared by a vibrant, vital, and growing audience. Experts in multicultural health

Biggest Myths about the Hispanic

Multicultural Market

“ Consider this: Latinos, even mostly English speaking Latinos, pray in Spanish, swear in Spanish, make love in Spanish, and get sick in Spanish.

communications don’t shoot from the hip because their name is Gonzales (or any other name). So to give it the respect that it deserves (as well as to the audience and the people who work for them) let me set the record straight. It is also for my many esteemed colleagues who work hard every day, fighting for some meager budget, that unfortunately, and unreasonably I may add, is the first one to go out the window when some brand manager who was “really never on board with this program” decides he needs the funds for another dull lunch–and-learn, that could, eventually, produce three or four more scripts.

There are a few myths about the multicultural market that have been perpetuated and embellished by many “experts” who discovered a market that was still uncharted territory for many advertisers. I wanted to share the big four of the Hispanic market, the audience I work for, and I’m sure that colleagues who work for the African-American market or any other ethnic market have been affected by some kind of very similar myths.

Myth # 1

Hispanics/Latinos receive their health information from general market media.

As any multicultural marketer will tell you, nearly 65% of Hispanics or Latinos (whether they prefer to identify as one or the other is purely a matter of choice, geography, age and education) prefer to receive health information in Spanish. Of course, this reality correlates with the level of education and assimilation, which is

deeply connected with disease awareness, seeking medical advice and outcomes in general.

Consider this: Latinos, even mostly English speaking Latinos, pray in Spanish, swear in Spanish, make love in Spanish and get sick in Spanish.

I strongly recommend a very interesting report: Health care Access for Latinos in the US created by the Pew Hispanic Center and the Robert Wood Foundation. You can find it via this link: http://bit.ly/TXh7N2

Myth # 2

Translating the general market information for Spanish speaking Hispanics/Latinos is the right thing to do.

I recall reading a recently published patient brochure (in a doctor’s office), which was part of a big communication effort done by a big pharmaceutical company that wrote, literally in Spanish, the following statement: “The patient should check his liver enzymes himself as frequently as possible." Unless someone believes every Latino household has a full clinical lab at home or that the patient understands clearly all there is to know about blood chemistry, this is a very dangerous mistake to make.

4By Walter Arenzon

“The

DTC National Directory • April 2013 | 33

actions that wi l l benefit their health t h r o u g h e a r l i e r disease awareness and treatment of key heal thcare i ssues such as diabetes and hypertension.

To finish this article and receive your free copy of Multicultural Health Markteting M a g a i n z e , p l e a s e contact amanda@dtcperspectives.com

M U LT I C U LT U R A L H E A LT H M A R K E T I N G M A G A Z I N E P R E V I E W

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WORLD ECONOMYPAGE TITLE

20 21

WORLD ECONOMYHISPANIC MYTHS

Let’s make a deal. I promise to tell the unbiased truth, as I know it, with the best

intentions in mind and based on more than 25 years of experience. In return, all of you who may disagree could kindly email me with your grievance and we will discuss it? In any case, for all that is sacred, please don’t use this as a forum to add your own theories, pitch your companies, express your disagreement with someone or preach to us whatever you believe is the problem with multiculturalism in health care communications. We have enough of a hard time as it is.

It is not rocket science, it is not a secret, nor is it a special genetic quality in your double helix that has survived unmodified through generations of ethnic heritage. This is not an especially difficult market to decode. It’s not a mystery that can only be solved by someone of ethnic heritage. It is NOT the African American market alone. It is NOT the Hispanic market alone, or the Asian, Pacific Rim, Indian, Chinese, etc, etc, etc… alone.

It is a lot more than that. It takes experience, hard data, and knowledge of the cultural cues that are shared by a vibrant, vital, and growing audience. Experts in multicultural health

Biggest Myths about the Hispanic

Multicultural Market

“ Consider this: Latinos, even mostly English speaking Latinos, pray in Spanish, swear in Spanish, make love in Spanish, and get sick in Spanish.

communications don’t shoot from the hip because their name is Gonzales (or any other name). So to give it the respect that it deserves (as well as to the audience and the people who work for them) let me set the record straight. It is also for my many esteemed colleagues who work hard every day, fighting for some meager budget, that unfortunately, and unreasonably I may add, is the first one to go out the window when some brand manager who was “really never on board with this program” decides he needs the funds for another dull lunch–and-learn, that could, eventually, produce three or four more scripts.

There are a few myths about the multicultural market that have been perpetuated and embellished by many “experts” who discovered a market that was still uncharted territory for many advertisers. I wanted to share the big four of the Hispanic market, the audience I work for, and I’m sure that colleagues who work for the African-American market or any other ethnic market have been affected by some kind of very similar myths.

Myth # 1

Hispanics/Latinos receive their health information from general market media.

As any multicultural marketer will tell you, nearly 65% of Hispanics or Latinos (whether they prefer to identify as one or the other is purely a matter of choice, geography, age and education) prefer to receive health information in Spanish. Of course, this reality correlates with the level of education and assimilation, which is

deeply connected with disease awareness, seeking medical advice and outcomes in general.

Consider this: Latinos, even mostly English speaking Latinos, pray in Spanish, swear in Spanish, make love in Spanish and get sick in Spanish.

I strongly recommend a very interesting report: Health care Access for Latinos in the US created by the Pew Hispanic Center and the Robert Wood Foundation. You can find it via this link: http://bit.ly/TXh7N2

Myth # 2

Translating the general market information for Spanish speaking Hispanics/Latinos is the right thing to do.

I recall reading a recently published patient brochure (in a doctor’s office), which was part of a big communication effort done by a big pharmaceutical company that wrote, literally in Spanish, the following statement: “The patient should check his liver enzymes himself as frequently as possible." Unless someone believes every Latino household has a full clinical lab at home or that the patient understands clearly all there is to know about blood chemistry, this is a very dangerous mistake to make.

4By Walter Arenzon

“The

34 | DTC National Directory • April 2013

S P o N S o R S / E X H I B I T o R S

TMS HealthExhibitor – Booth #33

TMS Health, a Xerox Company, is a leading global provider of outsourced multi-channel contact center services specializing in the healthcare, pharmaceutical, and medical device industries. Founded and led by pharmaceutical executives, TMS Health is focused on delivering best-in-class customer-centric programs designed to provide safe, accurate, and relevant information in a professional and efficient manner. The TMS Health team is dedicated to reaching, educating, influencing and serving patients, customers, physicians, and pharmacists on behalf of its clients.

Anna DunmeyerSr. Director of Marketing(561) 981-6694anna.dunmeyer@tmshealth.com

TriplefinExhibitor – Booth #29

Triplefin, a member of the H. D. Smith Specialty Solutions family of companies, provides a comprehensive end-to-end pharmaceutical brand support solution. Triplefin specializes in providing patient assistance; re-imbursement; patient affordability programs; specialty and mail order pharmacy services; and patient access and adherence programs. In addition, Triplefin offers specialty pharmaceutical distribution and 3PL services for lifesaving medicines and supplies.

LeTicia S. HallsteadVice President, Business Development(513) 386-6412lhallstead@triplefin.com

TRA – TiVo Research and AnalyticsSponsor – PedometersExhibitor – Booth #25

TiVo Research and Analytics (TRA) is a media and research company that has partnered with IMS Health to provide the only single-source syndicated dataset combining naturally occurring TV and online ad exposure with health care claims data. Matching media exposure with actual Rx behavior enables the most effective measurement of sales impact driven by advertising and the ability to optimize reach among target patient segments.

Fariba ZamaniyanSenior Vice President(212) 796-0379Fariba@traglobal.com

DTC National Directory • April 2013 | 35

S P o N S o R S / E X H I B I T o R S

UnivisionSponsor – Conference Guide

Univision is the leading media company serving Hispanic America. our portfolio includes 2 national TV net-works: Univision, one of the top 5 networks in the country, and TeleFutura. We also offer 7 cable networks, more than 130 local TV and radio stations and Univision.com, the most visited Spanish-language website. on the consulting side, we work with clients and agencies to develop and execute their strategies to drive sales with Hispanics. We serve healthcare marketers in the areas of Strategy, Research and Consumer Insights, Marketing and Media Services and Measurement and have worked with brands including Cymbalta, Diovan, Exelon Patch.

Jorge DaboubSenior VP, Business Development(310) 348-3689jdaboub@univision.net

Eric TalbotVP, Strategy & Insights(212) 455-4672etalbot@univision.net

36 | DTC National Directory • April 2013

M E D I A PA R T N E R S

FierceMedicalDevices FierceMedicalDevices tracks the developments in the heavily-regulated medical devices and diagnostics industries. Biotech & pharma executives, device developers, engineers, and researchers rely on our free, weekly email briefing for news on FDA/EMEA regulations, clinical studies, product launches, IPos & venture capital deals, and other critical areas.

Med Ad News Med Ad News, the pharmaceutical industry’s publication for 30 years, Med Ad News provides broad coverage and incisive analysis of the issues, events, trends, and strategies shaping pharmaceutical business, marketing, and sales. More than 16,500 readers – comprising corporate executives, marketing, sales, and product managers – receive Med Ad News 12 times per year.

Medical Marketing & Media Medical Marketing & Media is the most objective, intelligent, relevant and timely source of news, analysis and trends for decision-makers in pharmaceutical marketing and communications.

Medivo Medivo is dedicated to helping save and improve lives through faster and easier access to quality healthcare. The Medivo platform collects clinical data from labs and symptom data from apps and devices to help physicians improve care and to help patients more effectively monitor their health Visit www.medivo.com for more information.

PharmaLive.com PharmaLive.com is the premier online resource for extensive pharmaceutical industry content. PharmaLive.com provides coverage on pharmaceutical industry news, events, trends, marketing, sales, research and development and drugs in the pipeline. our audience is comprised of pharmaceutical professionals who rely on our website for their daily industry news and exclusive industry insight from our editors. For more info, visit PharmaLive.com.

Pharmalot Pharmalot.com is a leading, award-winning pharmaceutical industry blog brought to you by the publishers of PharmaLive and Ed Silverman, Editor, Pharmalot and Editor-at-Large, Med Ad News and R&D Directions. Pharmalot.com provides great insights, updates, and views on the pharmaceutical industry. More than 200,000 readers including corporate pharmaceutical and medical device executives, regulatory affairs, legal counsels, financial, marketing, sales, and product managers visit Pharmalot.com each month.

PM360

PM= Arial Black 50% vertical360= eagle light (1 pt size smaller, “0” is letter ‘O’)

PM36O

THE ESSENTIAL RESOURCE FOR PHARMA MARKETERS

PM360 LOGO - TYPESET.indd 1 1/19/11 12:09 AM

PM360 is the premier, must-read monthlymagazine for marketing decision makers in the pharmaceutical, biotech,and medical device industries. PM360 is the only journal that deliversthe full spectrum of practical information necessary for productmanagers and pharma-marketing professionals to succeed in the complexand highly regulated healthcare environ-ment. PM360 focuses on critical issues: cutting-edge strategy planning and implementation, technologicaladvances, trends, branding/marketing, advertising/promotion,patient/professional education, sales, market research, PR, and leadership.

DTC National Directory • April 2013 | 37

AccentHealth ................................. 22American Health Census ............... 22Appature ....................................... 22Catalina Heath™ ........................... 20CBS ................................................ 20Condé Nast ................................... 23ContextMedia ................................ 23eHealthcare Solutions .................... 23Everyday Health, Inc. ..................... 24FierceMedicalDevices .................... 36Healthgrades ................................. 21HealthGuru .................................... 24Health Media Network .................. 24Health Monitor Network ................ 25Healthline Networks ...................... 25IMS Health ..................................... 25Kantar Media ................................. 28Lifescript ........................................ 28Mayo Clinic .................................... 28Med Ad News ................................ 36MM&M .......................................... 36Medivo .......................................... 36Newspaper National Network ....... 29PARADE Publications ..................... 29

Patient Point .................................. 29

PharmaLive.com ............................ 36

Pharmalot ...................................... 36

PM360 ........................................... 36

Precision Health Media .................. 30

Prime Access ................................. 30

QualityHealth ................................ 30

Remedy Health Media ................... 31

Spark People ................................. 31

Targeted Media Health .................. 31

TMS Health .................................... 34

Triplefin .......................................... 34

TRA ................................................ 34

Univision ........................................ 35

Company Page #Company Page #

iNDEX

38 | DTC National Directory • April 2013

EXhiBiT hall FEaTURESDTC Perspectives, Inc. is proud to highlight several attractions in the Exhibit Hall this year: Pedometer Networking Challenge, Virtual Golf, and The Appature DTC National Charging Bar. We encourage you to stop in, check them out and meet our great group of exhibitors.

Pedometer Networking Challenge

TRA measures naturally occurring behavior in the day-to-day lives of consumers to help advertisers make better allocation decisions. And, what’s more naturally than the steps we will all be taking to learn, grow and network at this year’s National conference. Sponsored by TRA, we chal-lenge you to step your way to success for a chance to win a TiVo Premiere DVR with lifetime service and a Wireless G Adaptor. Pick up a TRA-sponsored pedometer and measure your steps while at the DTC National! Enter your final step count during the April 3rd cocktail party – attendee with the highest number of steps wins!

Virtual Golf

Compete in a men’s or women’s longest drive competition at the Virtual Golf Station for a chance to win prizes from sponsor Condé Nast.

The DTC National Charging Bar

Stop by to charge your device and grab a cappuccino during any of the networking breaks. or stop by during the cocktail party for a hosted wine tasting while you recharge your phone, laptop or iPad.

Register Now! www.dtcperspectives.com ■ 973-239-2051 ext. 221Passes starting at $1995 Includes full access to the conference, events and exhibit hall

Join the Discussion @MCHNational

Washington, DCOctober 17-18, 2013

Marriott Metro Center

Proudly presents the latest health marketing conference

Multicultural

M a r k e t i n g t o a D i v e r s e A m e r i c a

HealthNational

Brand/Condition Company AgencyPoint of Care Cystic Fibrosis Genentech H4B ChelseaEGRIFTA EMD Serono ExtroverticNatazia Bayer ogilvy CommonHealth WorldwideVESIcare Astellas HAVAS WW Tonic &

Omnicommediagroup DirectPR Event or Program Fluzone Intradermal Sanofi Pasteur Cooney/Waters GroupMultiple Myeloma Millennium Pharmaceuticals Snow CompaniesNuvigil Teva Draftfcb HealthcareOsteoporosis National Bone Health Alliance GSW WorldwideVelcade Millennium Pharmaceuticals Snow CompaniesInnovative HIV Bristol-Myers Squibb H4B ChelseaiBGStar® Sanofi U.S. Diabetes Intouch Solutions, Inc.Stryker GetAroundKnee Stryker GSW WorldwideTamiflu Genentech HealthWorkTysabri Biogen Idec RTCVIMPAT UCB, The Epilepsy Co. Digitas HealthVyvanse Shire Digitas Health

DoN’T MiSS ThE DTC NaTioNal aDvERTiSiNg aWaRDS DiNNER

Wednesday Evening, April 3rd in Capitol Ballroom,

Sponsored by

Gold, Silver and Bronze winners will be announced in each category. Be there in person to salute the winners or receive recognition for a job well done.

Congratulations and best of luck to the finalists:

40 | DTC National Directory • April 2013

Help decide the winners! Stop by the Advertising Awards Kiosk in the Exhibit Hall to view the Top 10 finalists for Best Branded Print and Best Branded Television Campaigns. Then, vote for your favorites during the General Session. Delegates’ votes will be combined with scores from an independent expert judging panel to determine the Gold, Silver and Bronze Advertising Award winners.

A D V E R T I S I N G A W A R D S

Brand/Condition Company AgencyMulticulturalAIDS Black AIDS Institute/Kaiser Family

Foundation(In House)

Alzheimer’s Novartis Global Advertising StrategiesCymbalta Eli Lilly & Co. Draftfcb Healthcare Diabetes Sanofi Aventis Arnold Worldwide/EuroRSCG EGRIFTA EMD Serono Extrovertic Humalog Eli Lilly & Co. WingThe Mount Sinai Hospital The Mount Sinai Hospital Latin2Latin Marketing &

Communications, LLC

Stamp Out Smoking—African American

The University of Arkansas at Pine Bluff, Minority Initiative Sub-Recipient Grant Office

Advantage Communications, Inc.

Stamp Out Smoking— Hispanic

The University of Arkansas at Pine Bluff, Minority Initiative Sub-Recipient Grant Office

Advantage Communications, Inc.

Digital MediaCINRYZE® ViroPharma Cadient Group Cymbalta Eli Lilly & Co. Draftfcb HealthcareLantus SoloSTAR Sanofi Digitas Health Neulasta Amgen Heartbeat Ideas QNASL Teva Respiratory Heartbeat IdeasSpiriva Boehringer Ingelheim/Pfizer Mindshare/Everyday HealthTamiflu Genentech HealthworkTradjenta Boehringer Ingelheim/Eli Lilly & Co. Mindshare/Everyday HealthTysabri Biogen Idec RTCVIMPAT UCB, The Epilepsy Co. Digitas HealthCRM/Direct MailEGRIFTA EMD Serono ExtroverticHumalog Eli Lilly & Co. Grey NYLantus Sanofi Arnold NYCPRoVENGE Dendreon Cadient GroupRestasis Allergan Beacon HealthcareVESIcare Astellas Pharma TargetbaseDisease Education–TV/PrintADHD Shire Digitas HealthDiabetes Sanofi Arnold NYCGout Takeda Pharmaceuticals GSW WorldwideHIV Bristol-Myers Squibb H4B ChelseaInflammatory Bowl Disease

The Crohns and Colitis Foundation of America

DraftFCB Healthcare

Non-Small Cell Lung Cancer

Pifzer Digitas Health

DTC National Directory • April 2013 | 41

Brand/Condition Company AgencyOpioid Dependence Reckitt Benckiser ogilvy CommonHealth WorldwideShingles Merck & Co. DDBDisease Education--Digital/MobileADHD Shire Digitas HealthAdvanced Breast Cancer Novartis Oncology Biosector 2Atrial Fibrilation Boehringer Ingelheim Grey AdvertisingCancer Stand Up to Cancer and Cancer

Treatment Centers of AmericaGSW Worldwide

Diabetes Sanofi US Havas Worldwide Tonic

Non-Small Cell Lung Cancer

Pfizer Digitas Health

Opioid Dependence Reckitt Benckiser Klick HealthShift Work Disorder Teva Draftfcb HealthcareType-2 Diabetes Sanofi Havas LynxType-2 Diabetes Boehringer Ingelheim McCann HumanCareWebsiteAmpyra (http://www.ampyra.com/)

Acorda Therapeutics Klick Health

Crestor (http://www.crestor.com/)

AstraZeneca Digitas Health

Cymbalta (http://www.cymbalta.com)

Eli Lilly & Co. Draftfcb Healthcare

Fluzone Intradermal Influenza Vaccine (http://www.fluzone.com/)

Sanofi Pasteur Digitas Health

Lantus SoloSTAR (http://www.lantus.com/)

Sanofi Havas Lynx

Lunesta (http://www.lunesta.com/)

Sunovion Deutsch

PRoVENGE (http://www.provenge.com/)

Dendreon Cadient Group

Stryker GetAroundKnee (http://www.getaround-knee.com/)

Stryker GSW Worldwide

VIMPAT (http://www.vimpat.com/)

UCB, The Epilepsy Co. Digitas Health

XIAFLEX (http://www.xiaflex.com/)

Auxilium Pharmaceuticals Draftfcb Healthcare

Best Branded Print–Small BrandAcipHex Janssen Pharmaceuticals & Eisai CDMI/Echo Torre Lazur Lantus Sanofi Arnold NYC Nuvigil Teva Draftfcb Healthcare

42 | DTC National Directory • April 2013

A D V E R T I S I N G A W A R D S

A D V E R T I S I N G A W A R D S

ParaGard Teva Women’s Health STRIKEFoRCE CommunicationsRestasis Allergan Beacon HealthcareuKnow Peanut Allergy ThermoFisher Scientific Draftfcb HealthcareVictrelis Merck & Co. Prime AccessVIMPAT UCB, The Epilepsy Co. Digitas HealthXarelto Jannssen Pharmaceuticals JWT

XIAFLEX Auxilium Pharmaceuticals Draftfcb HealthcareBest Branded Print–Large BrandAricept Eisai/Pfizer DDBCymbalta Eli Lilly & Co Draftfcb HealthcareEnbrel Amgen AbelsonTaylorLunesta Sunovion DeutschLyrica Pfizer Publicis Kaplan ThalerProlia Amgen Draftfcb HealthcareSTELARA Janssen Biotech Inc. Draftfcb HealthcareStryker GetAroundKnee Stryker GSW WorldwideTamiflu Genentech HealthWorkZostavax Merck & Co. DDBBest Branded TV–Small BrandAir optix Alcon H4B ChelseaAxiron Eli Lilly & Co.Fluzone Intradermal Influenza Vaccine

Sanofi Pasteur Publicis Kaplan Thaler

Intuniv Shire Kaplan ThalerJuvederm Allergan GreyLatisse Allergan GreyLovaza GlaxonSmithKline McCann HumanCareParaGard Teva Women’s Health STRIKEFoRCE CommunicationsVESIcare Astellas HAVAS WW Tonic &

Omnicommediagroup DirectXarelto Janssen Pharmaceuticals JWTBest Branded TV–Large BrandAbilify otsuka & Bristol-Myers Squibb Digitas HealthCymbalta Eli Lilly & Co. Draftfcb HealthcareEnbrel Amgen AbelsonTaylorExelon Patch Novartis DeutschLunesta Sunovion DeutschNexium AstraZeneca Saatchi & Saatchi WellnessNovoLog Novo Nordisk Cult HealthProlia Amgen Draftfcb HealthcareStryker GetAroundKnee Stryker GSW WorldwideTamiflu Genentech HealthWork

Brand/Condition Company Agency

DTC National Directory • April 2013 | 43

From: Bob Ehrlich, DTC Perspectives

Re: Save the Date – New POC Conference

Dear Industry Member,

Please block Nov. 6 – 7 and make

arrangements to join us at The Sofi tel in

Philadelphia.

DTC advertising, higher co-pays, higher

deductibles, less time with doctors, and

the availability of health information have

made patients into proactive consumers.

‘Point of Care Marketing’ will explore

how drug, device, and other health care

companies are marketing through point

of care outlets, factoring in the increase

in digital processes used by providers, as

well as how Obamacare will expand these

opportunities.

Hope to see you in Philly this Nov.

Bob

The New Point of Care Marketing Conference • Nov 6 – 7 • Philadelphiawww.dtcperspectives.com

POC Conference 2013.indd 1 3/20/13 11:05 AM

Gina BattisteAssociate Director Urology Marketing,VESIcare & MyrbetriqAstellas Pharma US, Inc.

Paul M. BermanVP Global Knee MarketingStryker Orthopaedics

Lisa BlizzardDirector, Patient AdherenceNovartis Pharmaceuticals Corporation

Kiersten CombsMarketing Director, CRESToRAstraZeneca

Chemelle EvansAssociate Product Director, Epilepsy Marketing--VIMPATUCB, Inc.

Debra HaganSenior Manager, Diabetes MarketingNovo Nordisk

Jennifer HavensDeputy Director, Consumer Marketing USSanofi Pasteur

Paul W. HermanProduct Director, XARELToJanssen Pharmaceuticals Inc.

Stephanie JenSenior Product ManagerGlaxoSmithKline

Dina KlugmanMarketing Director, CelebrexPfizer Inc

Dawn KofflerProduct Director, Dry Eye Franchise, RESTASIS® Allergan

Lauren LjubicichDirector, Marketing, VIAGRA Marketing TeamPfizer Inc

Sharon MacDermottLYRICA Sr. Manager MarketingPfizer Inc

Aimee MarxAssociate Director, HUMIRAAbbVie

Jennifer ogorzalekSr. Product Manager, VyvanseShire

Whit RawlinsonAssociate Director Marketing, TradjentaBoehringer Ingelheim

Eileen ReganAssociate Brand Manager, TradjentaLilly

Jerry RiscoExecutive Director, MarketingPurdue Pharma L.P.

Steven J. RommeneyHumalog Consumer Brand ManagerEli Lilly & Company

Shin SawadaSenior Product Manager, ATRIPLABristol-Myers Squibb Company

Christine Seung-LeePromotion Manager, Global Marketing Communications, GARDASILMerck & Co., Inc.

Bradford C. SippyVice President, CNS Marketing, LUNESTA®Sunovion Pharmaceuticals Inc.

Michael SzumeraDirector, Public Relations, Communications USSanofi Pasteur

Priscilla TavenerProduct Director, Dermatology, StelaraJanssen Biotech Inc

Marshall UngarGroup Product Manager, TamifluGenentech

And the Top 25 DTC Marketers of the Year are...

Are proud to congratulate this year’s Top 25 DTC Marketers of the Year. The Top 25 will be honored at a private, post-conference luncheon. Tickets required for entrance.

P E R S P E C T I V E S

and

46 | DTC National Directory • April 2013

NOTES

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Special Thanks to the DTC National 2013

Paul Ewingsenior Director/group Leader,Consumer marketingus Primary Care Pfizer Inc

Buddy ScaleraSVP Interactive Content & market researchOgilvy CommonHealth Interactive Marketing

Jeremy SheplerDirector, Patient Centric marketing, Diabetes marketingNovo Nordisk

Kim JohnsonPartnerThe Cementbloc

Jim JosephPresident, North america, Cohn & Wolfe & Author of “The Experience Effect” series

Darielle Rudermansenior Product DirectorGlaxoSmithKline

Ed Slaughterhealthcare Consumer strategy, us marketmerck

Dorothy WetzelFounding Partner & Chief Extrovertextrovertic

Conference Board

Ed Slaughterhealthcare Consumer strategy, us marketmerck

Dorothy WetzelFounding Partner & Chief Extrovertextrovertic