4th Digital Marketing for Medical Devices - Hyatt Regency Minneapolis

4th Digital Marketing for Medical Devices
August 11-13, 2014
Hyatt Regency Minneapolis
Minneapolis, MN

Leveraging Digital Communications to Foster Meaningful Relationships with Patents, Physicians and Industry Stakeholders

Faculty – 4th Digital Marketing for Medical Devices

James Avallone

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James Avallone, Director, Physician Research, MANHATTAN RESEARCH, a Decision Resources Group Company

As Senior Digital Healthcare Analyst for Manhattan Research, James Avallone specializes in physician and consumer e-health trends and strategies. Prior to joining Manhattan Research, James worked as a Senior Journalist at Pharmawire, a subsidiary of the Financial Times.

Hank Blank

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Hank has more than 25 years of advertising and marketing experience on some of the top brands throughout North America.  He has worked at DDB Needham, J. Walter Thompson, Ross Roy and O’Leary and Partners on brands such as McDonald’s, S.C. Johnson, Warner Lambert, Century 21, Labatt’s Breweries, Kellogg’s, Campbell Soup and Unocal. Hank Blank runs Blank and Associates. He helps clients solve challenges through his knowledge and his network.

Core competencies include advertising, public relations, social networking, and interactive solutions for companies.  He also conducts agency reviews for clients and assists agencies with new business development. Networking is the engine fueling these activities.  Hank has spoken on networking to numerous organizations and companies throughout Southern California.



Malcolm Bohm

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Malcolm Bohm is a recognized expert in Life Sciences. In the industry since 1993, Malcolm served in increasingly senior positions at major pharmaceutical companies including Astra, Pfizer, and Novartis. In 2005 Malcolm established a successful US affiliate for biotech firm, Aspreva Pharmaceuticals. In 2006 he created Trialytics, an industry leading software solution leveraging electronic healthcare data to redefine clinical R&D strategies eventually selling the company to SDI Health Inc. Malcolm was educated in Great Britain and achieved a Bachelor of Science degree in Physiology and a Master of Medical Sciences degree in Renal Physiology and Pharmacology along with advanced training in analytical data modeling.

Asher Cameron
Vice President, Sales and Marketing, INFUSE MEDICAL

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Asher Cameron, Vice President, Sales & Marketing, INFUSE MEDICAL

Asher spent more than 10 years in the medical device industry in senior marketing roles at Hill-Rom, Medtronic and C.R. Bard. In these roles he led the development and global launch of over $200 million in new medical devices and managed more than $600 million in medical device product lines involving capital equipment, orthopedics and vascular access.

While at C.R. Bard, Asher launched several novel digital marketing initiatives involving mobile applications, mobile content management, eLearning courses and interactive web-based medical education programs. These initiatives included the Sherlock 3CG iPad Application which was the Medical Marketing & Media (MMM) 2012 Silver Award Winner for Best Mobile App for Healthcare Professionals.

Since 2011, Asher has been the Vice President of Sales and Marketing at Infuse Medical, a custom mobile and interactive digital agency focused exclusively on the healthcare industry.

Asher holds B.S. and MBA degrees from Brigham Young University. He and his wife Shauna are the parents of five children.

Alexandria Coe
MarCom Multimedia Manager, LDR SPINE

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Alexandria Coe is the MarCom Multimedia Manager for LDR Spine, a global medical device company founded with a singular focus on the development of innovative technology for spinal procedures. In her current role with LDR, she manages their digital marketing strategies, including multiple websites, all video production needs, SEO efforts and iPad support for sales. With a background in video production and television news, she is passionate about new media and strives to continually bring fresh perspective to the healthcare marketing arena. Alexandria holds a B.A. in Communications and Film and Digital Media from Baylor University.

Michael DeBoer
Digital Communications Manager, B BRAUN MEDICAL

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Michael has traversed multiple industries while representing sole proprietorships, start-up companies and global corporations. With communication expertise in medical device, high tech, wireless, publishing and advertising fields, he specializes in integrated communications and complex marketing strategy. Additionally, Michael has won four ADDY awards and led teams in achieving international W3 and Communicator Award honors.

Andrew DeLaO
Global MICT Services Marketing Manager, GE HEALTHCARE

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Andrew DeLaO, also known as @cancergeek has an extensive background in healthcare, cancer services, business development, and marketing. Andy has worked clinically in radiation oncology and then moved into administration, operations, and VP levels of healthcare organizations. Andy has had the opportunity to tap into patient communities to develop and build 2 new hospitals, 6 new cancer centers, several renovations and expansions of oncology service lines. He has led national grants and research focusing on multi-disciplinary care and patient navigation for the National Cancer Institute and the NCCCP Programs.

Currently he works in the healthcare division of GEHC, where he spent 3 years leading a national oncology team focused on having conversations with customers and collaborating to improve patient care and access. His current role is the Global MICT Services Marketing Manager leading a $1.5B business.

He spends the majority of his time each day working with customers. The only way to know the nuances of different groups of healthcare consumers, he explains, is to “spend time meeting, talking, and living in those communities. I like to get my hands dirty and do that as often as possible.”

Kristin DiIorio
Director, Digital Marketing , CAREFUSION

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Kristin DiIorio has worked at CareFusion in San Diego for 8 years and currently serves as Director, eBusiness and Digital Marketing on the Global Marketing team. In her role, she is responsible for leading the corporate digital strategy including roadmap development, daily management of the digital architecture and driving the transformation of downstream marketing from a cost center to profit center. Her focus areas include global website management, marketing automation, customer community and btob ecommerce.

Kristin has a Bachelor of Business Administration from the University of San Diego. Outside of the office, she enjoys chasing her one year old son around town with her husband.

Pam Gajdosik
Vice President, Commercial Excellence, AMERICAN MEDICAL SYSTEMS

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Pamela currently serves as Vice President, Commercial Excellence at American Medical Systems (AMS), a division of Endo International LLC. This global Marketing, Sales and Customer Service function drives business effectiveness initiatives and develops shared processes that enable the success of the commercial franchises. Pam is a seasoned professional with over 20 years of marketing and sales experience in the medical device, pharmaceutical and information technology industries. She has a strong track record of accomplishments in launching new therapies, driving market adoption, creating demand generation strategies, redefining brands and driving change to improve operational effectiveness. Over the course of her career, she has built deep expertise in leading teams to driving measurable results with innovative physician and consumer digital strategies, marketing automation and social engagement programs. Prior to AMS, Ms. Gajdosik held a variety of leadership roles at Thomson Reuters, Medtronic, Boston Scientific (Guidant) and Abbott Laboratories. Pam holds an MBA, Marketing and Strategy from University of Michigan, Ross School of Business and a Bachelor of Science, Chemistry from the University of Wisconsin.

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.

Ray Goforth
Senior Manager, Digital Communications, ST. JUDE MEDICAL

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Ray Goforth, Head of Global Digital Strategy, ST JUDE MEDICAL

Ray Goforth is a digital strategy expert who is focused on identifying emerging technology, behavior and business trends. Her expertise is using this data to synthesize applicable strategies for companies. Ray currently works at St. Jude Medical as the Global Digital Strategy Senior Manager, where she works with both domestic and international marketing partners to develop interactive channels within the ever-changing digital landscape.

Sarah Haeger
Sr. Communications Manager, PHILIPS HEALTHCARE

Erik J. Graaf
Director of Marketing Communications, B BRAUN MEDICAL

Chantal Kolber
Senior Director of Sales Operations & Development, WOLTERS KLUWER HEALTH

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Chantal Kolber is the Director of Digital Advertising Strategy at Wolters Kluwer Health (WKH) and its Lippincott Williams & Wilkins (LWW) journal portfolio. In this role, she has been instrumental in the development of journal digital advertising strategy and introduced a multimedia audience approach to advertising across tablet and online editions. Chantal’s expertise in the development and implementation of engaging multi-media advertising and metric analysis has been a driving force in the adoption and success of WKH’s digital advertising. She leads strategic sales, messaging and marketing for the advertising sales team and collaborates closely with publishing and marketing leadership to create value and insight for advertising partners.

Chantal joined Wolters Kluwer Health in 2008, to lead the advertising sales strategy for WKH’s Online Journal Network and launched the WKH iPad App advertising offering in 2011. She continues to oversee multi-media advertising and audience monetization growth across the WKH portfolio.

Chantal brings 20 years’ experience in pharmaceutical advertising and publishing industries. Prior to joining Wolters Kluwer Health, she held sales and management positions at WebMD, Thomson’s Physician’s Desk Reference and Time Inc Health. Chantal honed her media sales and analytical skills early in her career at a prominent NYC medical ad agency.

Chantal holds a BFA from DePaul University in Chicago, IL, and is a member of American Medical Media Association and Strategic Marketing Association. As one of the key drivers of the WKH digital journal transformation, she has been a guest speaker at Wolters Kluwer, Adobe Digital Publishing, and The Digital Publishing Report’s 2013 Going Digital conferences.

Len Liptak

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Len Liptak is Vice President of Sales and Marketing for MicroDental Laboratories, where he is also a member of the Executive Team. Since joining MicroDental, Len has led MicroDental’s efforts to develop the company’s growth engine and key sales and marketing capabilities. His results have garnered numerous accolades, including being named to ExecRank’s list of top sales executives.

Before joining MicroDental, Len held global sales, marketing and business development positions with 3M and Stryker. Len remains one of the few 3Mers to earn 3M’s prestigious Golden Step, Circle of Technical Excellence and Global Sales and Marketing Leadership awards. While at 3M, Len also received Six Sigma certification for DMAIC and DFSS disciplines.

Len holds an MBA from the University of Minnesota and a BA from Brown University.

Keith Liu

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Keith Liu heads up Klick Labs, the digital innovation group at Klick Health. He is a management professional who has focused on strategic planning, marketing, innovation and development for the last 15 years. During this time, he has worked on brands such as Nike, Sony, United Health Group, Microsoft, Bombardier, Boeing and Starbucks.

Kathi Mishek
Global eBusiness Manager, HEALTH CARE EHUB 3M HEALTHCARE

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Strategic lead for global digital marketing, ecommerce and eOperations for 3M Health Care, Kathi is responsible for a global team of digital marketing professionals driving content, social, search, email and lead marketing, mobile sites and apps, web sites, analytics and online customer care for the enterprise. Based in St. Paul, Minnesota, Kathi leads and counsels teams within 3M Health Care around the world, in all major health care and food safety markets and segments. www.3M.com/healthcare

Elizabeth Presson
Digital Media and Community Experience, OTICON MEDICAL

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Liz Presson works at the intersection of patient engagement, innovation, and digital strategy with pharmaceutical and medical device companies. She’s led innovation initiatives for Fortune 500 Pharma organizations, built advocacy programs for medical device companies that doubled the bottom line, and has helped transform influential healthcare organizations into digital leaders. Liz takes the stage at conferences like Stanford’s Medicine X, Technori, World Maker Faire, Internet Summit, and others. She contributes articles on company culture, entrepreneurship, and technology to publications like Fast Company, Forbes, Inc., and Mashable.

Kara Rasmussen
Senior Marketing Communications Manager, STRYKER

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Kara Rasmussen, Senior Marketing Communications Manager, STRYKER

Kara has spent the last seven years building out a marketing communications department for Stryker responsible for shaping the experiences both internal and external stakeholders have with the Stryker brand across all channels. Kara sets the vision for Stryker in the areas of patient education, customer engagement, brand loyalty and digital strategy, and she leads a highly effective team that executes comprehensive campaigns with proven results.

Kara received a Bachelor of Arts in Public Relations as well as a Master of Arts in Communication in Leadership from Gonzaga University. She is extremely passionate about the opportunities the digital landscape provides the healthcare industry, and is constantly looking for opportunities to strengthen the interactions between patients, physicians and the providers of the technology that enables improved patient care. Kara lives in the Bay Area and serves on the boards of several startups in the digital health space.

Philip Spiegel
Director of Sales and National Accounts , CHEETAH MEDICAL

Elizabeth Venafro
Director, Global Marketing Communications , K2M

James Walker
Global Leader of Strategic & Clinical Marketing, BECTON DICKINSON

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James is the Global Leader of Strategic & Clinical Marketing for BD Diabetes Care, based in Franklin Lakes, New Jersey. His role includes overall global leadership of the marketing communications function, global strategic responsibility for clinical marketing and digital marketing, and responsibility for their global sales process. Before his current role, he worked as leader of marketing and clinical marketing for the Diabetes Care business at BD Canada and BD UK. James has a specific interest in digital media and has led key initiatives on behalf of BD, including e-detailing, e-education and most recently, the launch of facebook.com/diabetesinnovations.

Prior to his six years with BD he briefly worked at Synergy Healthcare as their Sales and Marketing Manager.  He also spent two years at Robinson Healthcare between 2002 and 2004 as a Brand Manager for their consumer wound care division.  The bulk of his time was spent at Getinge, seven years split over two terms with the company, initially as a Sales Executive and then as their Business Development Manager.

James has 16 years of sales and marketing experience, having graduated from Hull University with a BSc (Hons) in Economics. He holds post-graduate qualifications with the Chartered Institute of Marketing. He currently lives in New Jersey with his wife and two children.

Susan Willig
Director, Marketing & Brand Management, EDWARDS LIFESCIENCES CORPORATION

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Susan Willig leverages her unique combination of over 25 years of marketing experience, business insights, and attention to technology trends to guide Edwards Lifesciences in the development and execution of social media and digital strategies. As the Director of Marketing and Brand Management for the Critical Care division, she serves as the corporate wide lead for the Edwards Social Media Taskforce. She is credited for the introduction of YouTube channels, Facebook campaigns, email marketing, and iPads, including integrating with these tools with key sales and marketing technologies such Salesforce.com. The regulatory and legal challenges associated with these initiatives within the Medical Device industry make Susan’s perspective uniquely valuable. Her persistence in driving these programs has ensured that Edwards remains at the forefront of innovative communication.

With a Masters in Business Administration, her marketing experience ranges from Financial and Technology, to Publishing, Education and Medical Device. Driven by the compassion and dedication Edwards has for improving patient’s lives through the clinicians they serve, Susan has been as instrumental global team lead on Critical Care for over 5 years.

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