6th Digital Marketing for Medical Devices West -

6th Digital Marketing for Medical Devices West
April 24 - 26, 2017
San Francisco, CA

The Leading Event Series for Device Marketers Looking to Improve Their Outreach to Current and Potential Customers

Faculty – 6th Digital Marketing for Medical Devices West


Lia Aran
Digital Creative Director, Global Digital Marketing, BOSTON SCIENTIFIC

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Lia is creating digital products, solutions and echo systems combining creative vision with design to drive innovation and reinvent how businesses engage with customers and digital to make a positive impact on people’s lives.

Essential effort is creating design-forward teams that understand the business DNA and work seamlessly across organizations.

At Boston Scientific, Lia built and leads the Creative Lab, a forward-thinking design team from the ground up, which won 12 recognition awards in its first 1.5 years, which integrates design thinking practices to engage with customers in new ways that increase profitability and change brand perception.

Lia advised and worked with brands such as Nokia, Verizon, Comcast, Bed Bath & Beyond, Harvard University, Boston Children’s Hospital, Snapple, Pfizer, The Knot, Ford Motor, Sharp Electronics and Avaya.

A set of digital products that Lia created and led for Harvard University and Boston Children’s Hospital for teens suffering from substance abuse were tested nationwide and purchased by several countries. Lia also helped create an e-commerce and social media startup that was acquired by Sears. Lia lectured for two years at New York University on brand identity.


Thomas Arnold
Senior Director, Value-Based Strategy and Partnerships, MEDTRONIC

Luke Baldwin
Digital Content Marketing Manager, PHILIPS

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Luke Baldwin is a data-driven, design-centric digital marketing professional with eight years of experience leading B2B medical device digital marketing initiatives and strategy, brand marketing, content strategy, and product management. Luke currently is Product Manager, Digital Marketing Manager, Philips Healthcare, overseeing product strategy and digital marketing initiatives for Ultra-Mobile Ultrasound.


Keith Betz
Vice President, Client Services, BUTLER/TILL

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As Vice President of Client Services at Butler/Till, Keith leads the Butler/Till Health Group and the agency’s account management department. He has more than 15 years of experience in media and agency leadership and oversees a portfolio of accounts that includes medical devices, pharmaceuticals, biotech and health/hospital systems.


Christine Buk
Senior Manager, Global Digital Marketing, ROCHE MOLECULAR SYSTEMS INC.

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Christine Buk is a seasoned marketing professional with an 18-year career in global marketing, brand marketing, digital marketing, customer acquisition, social media and corporate marketing.

Christine currently is Senior Manager, Global Digital Marketing, Roche Molecular Systems and oversees the global digital marketing initiatives for Genomic and Oncology, HPV, and Microbiology teams at Roche Molecular Systems.


Andrew Cohen
Senior Product Marketing Director, SEISMIC

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Mr. Cohen has more than 15 years of U.S. and international marketing experience in the life sciences, medical device, and clinical diagnostics industries. He held several senior commercial positions at Advanced BioHealing Inc., including Director of Marketing, Director of International Marketing and Product Manager. His work there focused primarily on launching and building market share for brand and message evolution, new channel entry, and new technology market evaluation.  Andrew is currently leading Seismic’s focus in the Life Sciences and Healthcare sectors providing expertise in strategy and product marketing.

Prior to joining Seismic, Mr. Cohen was Vice President of Marketing and Operations for Nuo Therapeutics where he was responsible for rebranding the company and product and oversaw Quality, Regulatory, and Customer service groups. Previously, as Vice President of Marketing at Millennium Laboratories, where he established and led cross-functional product management teams in their Medication Monitoring and Genetic Testing franchises through sales and customer support. Earlier in his career, he held positions with Bio-Rad Laboratories, Sequana Therapeutics, and the NASA Ames Research Center. Mr. Cohen earned a Bachelor of Science in Chemical Engineering from the University of California – Los Angeles, and holds a Master’s Degree in Pacific and International Affairs from the University of California – San Diego.


Peter Dannenfelser
Global Leader, Social and Digital Communications, JOHNSON & JOHNSON MEDICAL DEVICES COMPANIES

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Pete Dannenfelser began working in digital healthcare marketing before there was a Google. His career started as a developer for Johnson & Johnson’s first pharmaceutical websites. He went on to hold executive positions in new media marketing at Novartis and Forest Labs as well as boutique digital and CRM agencies. He returned to J&J in 2011 to lead the North American Digital Center of Excellence for Janssen Pharmaceuticals and in 2012 was named one of Pharm Exec magazine’s 15 Emerging Pharmaceutical Leaders. In July of last year, Pete moved within J&J and became the Global Leader for Social and Digital Communications for Johnson & Johnson Medical Devices Companies.


Danielle Defeo
Senior Manager, Social Media Communications, JOHNSON & JOHNSON MEDICAL DEVICES COMPANIES

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Danielle DeFeo has spent over a decade in change communications and executive coaching across the financial services, consumer goods and medical devices industries. She joined Johnson & Johnson five years ago and has worked in the medical devices sector on a variety of communications strategies, including branding, issues management, sales and employee engagement. This year she moved within J&J to focus on the establishment of a competitive presence for the medical devices businesses in social media.


David DeJonghe
Director of Marketing, Digital Innovation and Pipeline, JOHNSON & JOHNSON DIABETES CARE COMPANIES

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David is at the intersect of medical devices, behavior science and health technology. At Johnson & Johnson, he is creating strategies and business models that leverage health tech to personalize care for the individual. He oversees the worldwide digital pipeline and day-to-day marketing management of .com, eCRM, as well as regulated mobile apps and the digital health cloud for the OneTouch brand (serving over 20 million customers worldwide). David is located in San Francisco.


Debbie Donovan
Director, Communications and Corporate Identity, ENDOGASTRIC SOLUTIONS, INC.

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Debbie Donovan is a medical device digital marketer focused on developing revenue-generating digital marketing programs for medical technology companies that include the integration of social media strategy.

Currently, Debbie is the Director of Communications and Corporate Identity at EndoGastric Solutions. Previously, she was a Director of Marketing at Avantis Medical Systems and established a robust digital foundation for Third Eye Colonoscopy. At Intuitive Surgical she was the Senior Manager focused on market development programs and e-marketing initiatives supporting gynecology and oncology surgery specialties. In addition, she has experience serving Ob/Gyn, Orthopedics/Spine and ENT physicians at Conceptus, Kyphon and Somnus. Her expertise is in developing effective strategies and leading teams in marketing communications, public relations and event programs.

Before heading to the client side, Debbie began her career at marketing communications and public relations agencies. She holds a B.A. in public relations journalism from the University of Southern California. She also lectures at UC Extension courses and is an active member of the International Association of Business Communicators, Silicon Valley Chapter (IABC-SV).


Kristin Garvin, MPH
Senior International Product Manager, Communications, ROCHE MOLECULAR SYSTEMS INC.

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A true California native, Kristin Garvin was born, raised and schooled in the Bay Area (yes, a Cal Bear!).  She has earned her spot as an experienced communications professional after directing and managing communications and events teams, projects, and agencies on the client side in a number of different Fortune 500 companies.  Kristin holds an A.B. in microbiology and immunology from the University of California, Berkeley and also an MPH in forensic science from the School of Public Health at the University of California, Berkeley.

Most recently, Kristin Garvin has come full circle in her career, landing back at Roche Molecular Diagnostics as Senior International Product Manager, Communications, after starting her first corporate job there 25+ years ago. Kristin’s branding and corporate identity expertise comes from on-the-job learnings with 10+ corporate mergers and acquisitions during her time in product communications within medical device, diagnostic and biotech organizations.  She strives to continually evolve and stay relevant based on successes and learnings from the rapidly changing technology world.

Past employers include MAQUET Cardiovascular (formerly Boston Scientific and Guidant Cardiac Surgery) and Covidien (formerly Tyco Healthcare, Nellcor Puritan Bennett), where she served as Director of Marketing Communications.  Prior to this, she held a series of positions at Applied Biosystems (now Thermo Fisher Scientific, formerly Invitrogen also known as Life Technologies, Perkin Elmer and PE Applied Biosystems).


Jeff Gaus
Senior Vice President of Strategy and Customer Success, PROLIFIQ SOFTWARE

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Jeff Gaus is Prolifiq’s Senior Vice President of Strategy and Customer Success. He is responsible for the company’s business development, as well as establishing and growing relationships with Prolifiq’s largest customers and partners. Jeff has been with Prolifiq since 2002; prior to taking on his current role, he was the company’s CEO for 10 years. As a 30+-year veteran of the telecommunications industry, Jeff has designed several communications protocols and co-authored two United States patents: one for VoIP and the other for electronic message management — the core of Prolifiq’s platform.

Jeff completed his education in marketing at Indiana University of Pennsylvania and in executive leadership at Carnegie Mellon University’s Tepper School of Business.


Sam Glassenberg
Chief Executive Officer, LEVEL EX

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Sam sets the vision for Level Ex and its products. He has spent his entire career leading teams and companies at the cutting edge of the video game industry. Sam’s mission is to unleash the latest visual effects and engagement methodologies from the video game industry into the field of medicine. Before Level Ex, Sam was CEO of the leading independent game publisher in Hollywood, acquired by Playtech (PTEC) in 2016. Under his leadership, the company created award-winning mobile games for tens of millions of players based on popular films, including The Hunger Games and Mission: Impossible. Earlier in his career, Sam led the DirectX team at Microsoft and was responsible for pushing the visual limits of video games across the industry. His team’s graphics work at Microsoft resulted in a prestigious Technical Emmy for their contribution to the state of the art in interactive entertainment. Sam established his roots at LucasArts working on leading games for Star Wars films.

Over the last decade, Sam has leveraged his game development expertise to pioneer the creation of award-winning medical simulations. These training tools have attracted hundreds of thousands of users and garnered support from top academic hospitals.

Sam’s name is featured on several technology patents and popular video game titles, and he has been the recipient of numerous industry awards. He currently sits on major video game and technology advisory boards, including Intel and Microsoft. Sam holds an M.S. in computer science, graphics from Stanford University, and a B.S. in computer engineering from the University of Illinois.


Vasey Hargreaves
Director of Marketing, INTERSECT ENT

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Vasey leads the Market Development, Sales Education and PR groups at Intersect ENT. She previously worked at Abbott Vascular, Boston Scientific Neurovascular (now Stryker) and Ventrica (acquired by Medtronic) in various scientific and marketing roles. She received her bachelor’s in biology from Stanford University and a Master of Public Health (MPH) and MBA degrees from UC Berkeley.


Whitney Hausmann
Marketing Director, DUNE MEDICAL DEVICES

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Whitney Hausmann, Marketing Director, DUNE MEDICAL DEVICES, INC.

Whitney has spent the last 12 years of her career in the medical device industry in roles in marketing and education.  She got her undergraduate degree in marketing from St. Joseph’s University and earned her M.B.A. in biotechnology and health industry management from Pennsylvania State University.  Over the last five years Whitney has held Director of Marketing roles for small companies where her primary role is to increase revenue by building brand awareness through marketing to patients, surgeons and hospitals.   


Jamie Henderson
Senior Marketing Manager, EKSO BIONICS

Omar M. Khateeb
Marketing Manager, Product and Platform Technologies, RESTORATION ROBOTICS

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Omar M. Khateeb currently serves as Marketing Manager of Product and Platform Technologies at Restoration Robotics. Prior, he served as the U.S. Marketing Manager at Mazor Robotics.


Dmitriy Kuzin
Director, Integrated Brand Marketing, Breast and Skeletal Health Division, HOLOGIC

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Dmitriy Kuzin is a classically trained brand marketer with 20 years of global consumer, shopper and professional marketing experience in the CPG and healthcare industries, building well-known brands for Nestle, Philip Morris International, Kimberly-Clark, Bausch + Lomb and Hologic. He received his MBA from the Kellogg School of Management at Northwestern University with majors in marketing and strategy in 2006.

In 2016, Dmitriy launched a first-of-a-kind Breast Cancer Awareness Month fully integrated marketing program at Hologic that leveraged Kristin Chenoweth and other major celebrities in social, PR and paid search channels to encourage insurance companies to provide full coverage for Genius 3DTM MAMMOGRAPHYTM exam.


Israel Madera
Vice President of Clinical and Marketing, SANARUS TECHNOLOGIES INC.

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Israel Madera, Vice President of Marketing/Clinical, has 16 years of experience in marketing/sales in biotech and medical devices with Abbott Vascular, AngioDynamics, Eli Lilly and Medtronic/Kyphon. Israel has spent the majority of his career in the oncology space in several roles, including Marketing Manager and Senior Product Manager. He brings a unique blend of experience in startups to large corporations such as McKesson and Eli Lilly. Israel holds a bachelor’s degree from Cal Poly San Luis Obispo and a M.S. in marketing from Golden Gate University.


Holley Malia
Founder and President, GREY MATTER MARKETING

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Holley Malia is a top-performing and award-winning professional with a distinguished 20-year medtech career meeting key performance indexes in highly competitive and demanding markets. She has embodied the roles of strategic planner, branding champion and customer retention expert, with a proven record of capturing new markets, impeding competition and accelerating revenue growth. She was named the 2006 Medical Marketer of the Year by the Medical Marketing Association and held several different marketing leadership functions with publicly traded medical device companies, such as Allergan and Intuitive Surgical, with both domestic and international responsibilities. She resides in the Bay Area but will always call the South home, so don’t be surprised if you hear a “y’all” from her.


Jamie Murdock
Vice President of Global Marketing, Spine, RTI SURGICAL, INC.

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JAMIE MURDOCK, Vice President of Global Marketing, Spine, RTI SURGICAL

Jamie Murdock is the Vice President of Marketing, NA Spine for RTI Surgical, where he is responsible for all upstream and downstream marketing activities for the spinal fusion business segment.  This role is also responsible for overseeing all training and medical education activities that support the spinal fusion business.  Murdock has worked for RTI (and Pioneer Surgical, acquired in 2013) since 2010.

Prior to joining Pioneer Surgical, Murdock worked in marketing/product management for Zimmer Spine and Abbott Spine in multiple leadership positions all related to orthopedic spine products.  Prior to his work in the orthopedic spine industry, Murdock was an engineer for Natus Medical, a company focused on the neonatal device market.

Murdock earned a Master of Business Administration from Stanford University in Palo Alto, CA.  He also holds a Master of Science in biomedical engineering and a Bachelor of Science in mechanical engineering from Worcester Polytechnic Institute in Worcester, MA.


Elaine Pearton
Global Digital Marketing Manager, ASCENSIA DIABETES CARE

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Elaine Pearton is a digital marketing professional with a 13-year career in local and global roles.  She began her career at Bayer Diabetes Care’s UK organization, growing from Sales and Marketing Graduate Trainee through to Interactive Marketing Manager.  Elaine transitioned to a global digital marketing role with Bayer Diabetes Care in 2012 and has launched multiple global initiatives to educate colleagues, improve message consistency, enhance efficiency and reduce cost.  Since the creation of Ascensia Diabetes Care in January 2016, Elaine has been responsible for several transformational projects, including selecting and implementing a global web content management system and closed loop marketing platform.

Elaine holds a BSc in marketing from Aston University in Birmingham, UK, and a postgraduate diploma in direct and digital marketing from the UK’s Institute of Direct Marketing.


Jeff Quon
Senior Product Manager, INTERSECT ENT

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Jeff leads market development, digital marketing and patient education activities at Intersect ENT. Prior to Intersect ENT, Jeff helped lead the direct-to-patient market research and digital strategy for Abbott’s bioabsorbable coronary stent. He also has project management and healthcare consulting experience at Techflow, Inc. and Accenture. Jeff received his bachelor’s degree in economics from UC Berkeley and his MBA from the University of Michigan, Ross School of Business.


Sheila Raja
Global Digital Strategy Manager, STRYKER CORP.

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Sheila Raja is a 13+ year veteran of life sciences sales and marketing, with a specialty in creating innovative digital and training programs focused on driving sales enablement and results. In her current role as the global digital strategy manager for Stryker Endoscopy, Sheila creates, manages and implements digital strategies that enable Stryker’s global sales team to engage healthcare providers and win deals. Prior to Stryker, Sheila worked at GlaxoSmithKline for 12 years, with progressive responsibility in sales and marketing. Shelia is a graduate of USC and in her spare time loves to travel and experience new cultures, food and places.


Caitlin Rogers
Principal Product Specialist, MEDTRONIC

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Caitlin Rogers is a MarTech professional who has worked in the technology sector and digital space for the past 15 years, helping to drive awareness, manufacturer demand and create contextual experiences for customers in the medtech, software and semiconductor verticals. Caitlin has held senior-level positions in software and has served as the head of digital marketing for two successful venture and PE-backed enterprise SaaS companies based in Boulder, CO. Caitlin has experience as a professional consultant to both startups and enterprise organizations. Today, she is dedicated and passionate about value-based healthcare and expanding patient access and awareness at Medtronic, a global healthcare company, with the mission to alleviate pain, restore health and extend life. Caitlin holds various industry certifications and enjoys life through many other pursuits as well as spending time with her family.


Jeff Rummer
Director of Global Marketing Operations, MEDTRONIC

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As Director of Global Marketing Operations at Medtronic, Jeff is accountable for creating and nurturing demand through integrated campaigns and account-based marketing automation.  His 12 years of experience cover the B2B and B2C marketing spaces and small business, nonprofit, mid-size and enterprise organizations. Jeff’s passion for applied marketing technology and organizational process alignment are what fuel his approach to marketing strategy and are behind his skill at blending the art and science of marketing. He believes there is no substitute for “doing” and that there is always more to learn.  These two ideas help keep him grounded and growing in the ever-changing world of marketing.

He and his wife live outside of Boulder, Colorado with their two children and two dogs.  You can usually find them all relaxing in the yard or out on a biking, hiking or skiing adventure.


David Salmon
Global Director, Digital Center of Excellence, ABBOTT VASCULAR

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David Salmon has been doing digital for medical device companies for more than a decade now.  Currently, David heads digital for Abbott Vascular, and has run digital for both Roche Diagnostics and QIAGEN.


Heather Simonsen
Vice President of Global Marketing, PQ BYPASS

Chiranjiv Singh
Global Marketing Director — Diagnostic Cardiology, GE HEALTHCARE

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A sales leader turned global marketer, Chiranjiv has 17 years of experience split between retail and healthcare. He moved from India to the US three years ago and sees many similarities in how the US is trying to move to a “consumer-led” industry evolution and how retail is the new delivery model within healthcare. He joined GE Healthcare in 2005 and is currently the Global Marketing Director, Diagnostic Cardiology for GE Healthcare.


Jeff Sullivan
Director of Marketing, Patient and Healthcare Professional, Diabetes Care, ROCHE DIAGNOSTICS CORP.

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Jeff Sullivan currently leads the Patient and Professional Marketing Department at Roche Diabetes Care, Inc.  Prior to this role, he held several other leadership roles within Sales and Marketing, including leading the marketing efforts for the company’s professional sales strategy, online presence and mobile strategy, and direct-to-consumer marketing.

Jeff has more than 20 years of experience in both sales and marketing in the insurance, airline and healthcare industries.  Jeff joined Roche in May 2005, coming from Delta Air Lines where he led the Global Co-Branded Credit Card division.  Prior to Delta, Jeff held several roles at a local airline, American Trans Air (ATA), including roles in Charter Sales and Partnership Marketing.  He began his career as a sales representative at Northwestern Mutual.

A graduate of Purdue University, he earned a B.S. in biology with a concentration in sales and marketing.  Jeff is married to his wife Amy and they have three children: Zachary, 13, Brooke, 11, and Addison, 8.


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