8th Digital Marketing for Medical Devices -

8th Digital Marketing for Medical Devices
August 6–8, 2018
Minneapolis, MN

The Longest Running and Best Attended Event for Device Marketers Looking to Engage With Potential Customers in Innovative and Strategic Ways

Faculty – 8th Digital Marketing for Medical Devices


Daniel Ballew
Digital Marketing Specialist, HARDY DIAGNOSTICS

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After a brief stint in the fashion industry, Daniel Ballew attended Cal Poly San Luis Obispo to receive a bachelor’s degree in History with the goal of becoming a professor at a University. It was then that Daniel was surprised to have an interim summer job in Customer Service at Hardy Diagnostics turn into the gateway to Marketing for Medical Devices via the opportunity to copy write a press release. A few short years later, Daniel is the head of Digital Marketing for Hardy Diagnostics, guiding the company through an ever changing digital landscape. In his off time, Daniel is still staying busy, whether it is by spending time with his wife, Jessalyn and infant daughter Quinn, playing gigs as a singer and guitarist, volunteering with the Special Olympics, or beginning his own candle company.


Patrick Bernardi
Chief Marketing Officer and Senior Vice President, HU-FRIEDY

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PATRICK BERNARDI is a visionary global marketing catalyst with 20+ years of experience guiding transformational improvements in B2B and B2C brand marketing across a wide variety of industries. Laser-focused on next generation solutions, his core strength is in effectively challenging the status quo to help companies craft break-through marketing strategies that support over-arching business objectives.

Patrick is an innovative brand builder, compelling communicator and inspiring creative thinker who leverages his agency and client-side knowledge to create centers of marketing excellence for the organizations he joins.

In his current position, Patrick serves as Chief Marketing Officer and Senior Vice President at Hu-Friedy, a world leader in the design and manufacture of dental instruments and products. In this role, Patrick is responsible for directing and managing the global brand marketing function, including brand strategy, digital customer engagement, content marketing, CRM and creative services.

Over the past eight years, Mr. Bernardi has played a critical role in helping Hu-Friedy achieve growth percentages that are double the industry average, while also directing a wholesale repositioning of the brand and implementing contemporary marketing approaches designed to better align with the mobile and digital expectations of the modern consumer.

Patrick has held executive leadership roles for the last two decades with companies such as OfficeMax, Experian, Forsythe Technology Leo Burnett and Harte-Hanks. With vast understanding of the messages and tools needed to create emotional connections with target audiences, Patrick is an agile, leading edge brand strategist who keenly comprehends the keys to success in today’s competitive global landscape.


Melissa Byrd
Franchise Marketing Director, ATRICURE, INC.

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Leveraging direct patient care experience from Barnes-Jewish in St Louis, Melissa got her MBA and then transitioned to industry at Guidant/Boston Scientific and most recently at Abbott and now AtriCure. She specialized in market development, bringing new technology to new markets or expanding markets via existing products. For almost 10 of her 15 years in medical device marketing, her roles have included significant direct to patient marketing, maximizing reach and conversion via digital marketing.


Peter Dannenfelser
Social and Digital Communication Leader, JOHNSON & JOHNSON MEDICAL DEVICES

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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.


Paul Devlin
Digital Marketing Manager, AUGMENIX, INC.

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Paul Devlin is the Digital Marketing Manager at Augmenix, Inc, the manufacturer of SpaceOAR® Hydrogel, where he leads digital strategy for patient and physician marketing. Prior to joining Augmenix, Paul spent nearly a decade at advertising agencies in Boston, Massachusetts working with a variety of clients from different industries, but specializing in healthcare/medical devices.


Zoe Dunn
Principal, HALE ADVISORS

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Zoe Dunn, co-founder and principal of Hale Advisors, is a “catalyst for change” in the pharmaceutical industry. A digital marketing and communications specialist with over 20 years of experience in the healthcare, pharmaceutical, and consumer products industries, Zoe drives results for clients’ business through multi-channel strategies. Prior to co-founding Hale Advisors, Zoe helped build Sapient’s North America Healthcare team, developed numerous knowledge management events focused on digital, social, and mobile for the healthcare industry, and worked on both the agency and commercial marketing sides of the pharmaceutical industry.

Zoe regularly speaks at pharmaceutical and healthcare conferences about organizational readiness in multichannel marketing, including social media, traditional digital, mobile, and emerging platforms. She leads workshops on “Marketing in a Digital World” for Pharmaceutical company stakeholders from Commercial Brand, Promotional Review, and Corporate Communications and has co-developed the first eLearning certification program in digital channel strategy specifically for the Pharmaceutical industry. She is a featured author on the subject of social media and marketing in “Using Social Media in FDA-Regulated Industries: The Essential Guide,” published by the Food and Drug Law Institute. She also publishes regularly in industry publications, including Medical Marketing & Media(MM&M), PM360, and pharmaphorum.

Zoe and her business partner, Beth Bengtson, are very active in their community as well. Hale Advisors donates 1% of its revenues to global and local women’s charities, focusing on the education of girls, mentoring of women professionally, and combatting violence against women. Hale Advisors is a nationally and state certified Women-Owned Small Business. When not off speaking or driving change, Zoe is a passionate skier who makes an annual pilgrimage to Alta, Utah to visit the snow gods with her family. Otherwise, she can be found doing something energetic and outdoors with her family in the New York Hudson Valley.


Susan Felke
Senior Manager of Content Management, ILLUMINA

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Susan Felke is the Senior Manager of Content Management at Illumina. As the business owner of the sale enablement tool, she drives processes and tools to enable teams with content. She continually learns about and evolves solutions to support a global, regulatory, and digital environment.

Her goal is to enable teams quickly with content in context. The sales enablement tool at Illumina has won numerous accolades, including 2016 SiriusDecisions Content Strategy and Operations Program of the Year and 2017 PM360 Sales Aid. Outside of work, she enjoys international travel, staying active, and sampling wines from around the world.


Sam Glassenberg
Founder and CEO,
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, 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.


Steve Goldsmith
Vice President of Marketing, SANOVAS, INC.

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Steve has over 30 years of Advertising, Sponsorship, Funding Creative Production, PR and Media Buying for Internet, Radio, TV, Out-of-Home and Print, Product Launches, Integrated Marketing, International Corporate Events, and Tradeshows.

He has held Executive Level Marketing, Product Development and Sales positions at Caribiner International, TBAGlobal, PGI, CMS, BigBook, iBEAM Broadcasting, and has run his own ad agency. He served as President of The Product Placement People. Inc., President of SwitchGenie, Inc, and has broad experience as a TV Producer, Magazine Publisher, Music Producer, and Performing Jazz Artist.

His clients have included Hewlett Packard, Intel, Yahoo!, National Semiconductor, McKesson, Siemens Medical Solutions, Applied Materials, StorageTek, Cadence Design, MGM, Sony Entertainment, United Artists and the Donald Trump Network.

Duke University ’76, University of Miami. ’79


Terri Howard
Director, Commercial Content, Medical Device and Diagnostics, VEEVA

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Terri Howard has more than 20 years of experience in life sciences, with the last decade focused on regulated content management technology for the medical device industry. She has worked with leadership teams to form and influence change in regulatory and marketing business practices, most recently at CareFusion (now BD). Howard joined Veeva Systems in 2015 as director of commercial strategy to help medical device companies leverage cloud technology to more successfully engage with customers and bring products to market faster and more efficiently.


Scott Isbell
Content Marketing Manager, AMBU, INC.

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Scott Isbell has worked in the medical device industry for 15 years, moving from sales to marketing and most recently launching Ambu’s first content marketing program. Scott has gone “all-in” with content marketing, seeing it as a perfect way to meet the marketing challenges caused by drastic changes in the United States healthcare system. As the sales force has less and less access to decision-makers, ensuring that marketing is providing extremely valuable information to our customers plays a key role in increasing awareness and brand equity.

Scott moved into the role of Content Marketing Manager in January of 2015 and has made several key discoveries in the past year. One key finding turned the content marketing strategy around 180 degrees and has led to a much easier content creation process.


Catherine Jennings
Vice President Global Marketing and New Business Development, Peripheral Interventions, BOSTON SCIENTIFIC CORPORATION

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Catherine (Cat) Jennings is the Global Vice President of Marketing and New Business Development for the Peripheral Interventions Division at Boston Scientific. In this role she leads the global marketing function of the $1B division, including portfolio planning, commercialization activities and digital marketing. She has worked on multiple acquisitions, distribution and investment deals as well as having served as the commercial lead for the Bayer Interventional acquisition. Cat joined Guidant/Boston Scientific in 2004. During her tenure with Boston Scientific, she has held multiple marketing roles in both the Rhythm Management and Peripheral Interventions Divisions, including Market Development, Upstream Marketing and Marketing Strategy & Analysis. Previously, Cat worked at MarketBridge, a consulting firm focused on developing sales & marketing strategies for Fortune 500 clients. Cat resides in the Twin Cities with her husband Jason and their two young children.


Tonia Karpen
Senior Manager, Brand and Marketing Communications, ENTELLUS MEDICAL

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Tonia Karpen has over 15 years of marketing communications experience. She has held marketing roles across agencies, start-up medical device and fortune 500 companies. Her diverse experience has molded her into a “do-it-all” marketing communications professional. With a passion for strategy and core strength in project execution, her ability to develop and drive campaigns and programs has been the key to her success. She currently resides in Cedar, MN with her husband, two cats and German Shepherd. She has a love for the outdoors, especially playing women’s 2s sand volleyball.


Jens Kemp
Vice President of Marketing, USA, AMBU, INC.

Omar M. Khateeb
Director of Growth Marketing and Branding, POTRERO MEDICAL

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Omar Khateeb is based in Silicon Valley and develops strategies based on behavioral economics and digital transformation to guide healthtech companies adapt to newly connected markets. He has developed marketing strategies at two publicly traded surgical robotic companies through their IPOs as well as co-founded and successfully launched a fashion inventions company.

He currently serves as Director of Growth Marketing and Branding at Potrero Medical, a predictive health company that is developing the next generation of smart sensors and artificial intelligence.

You can connect with Omar on LinkedIn, Facebook, Instagram, Twitter, or SnapChat as he shares industry knowledge and the latest marketing strategies out of Silicon Valley.


Todd A. Laderach
Group Manager, Customer Marketing, ROCHE DIABETES CARE, INC.

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Todd Laderach is the Group Manager for US Customer Marketing for Roche Diabetes Care.  Todd is responsible for team that leads all awareness, demand, engagement and advocacy efforts to HCPs, Pharmacists, and Consumers.  Before this role Todd has held various leadership roles in sales and marketing in the medical device industry.  Todd has a degree in Biology from Indiana University.  In his spare time he enjoys golf and spending time with his wife and their 4 year old son. 


Josh Peters
National Sales Director, Urology Care, Men’s Health, COLOPLAST

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Josh Peters is a member of the Surgical Urology Sales Leadership Team at Coloplast in Minneapolis, MN.  He began his medical career in 2002 as a combat medic with the United States Army’s 3rd Cavalry Regiment.  After two deployments to Iraq, he transitioned into medical device sales with positions at Merck, Covidien, Johnson and Johnson and Kimberly Clark.  He graduated from The Carlson School of Management at the University of Minnesota with his Masters of Business Administration in 2016.


Liz 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.


Danielle Reinhard
Group Manager, Emerging Technologies, GLOBUS MEDICAL, INC.

Karl Spilseth
Digital Marketing Manager, MEDTRONIC

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Karl Spilseth is a Digital Marketing Manager at Medtronic. In his role, he manages enterprise strategies for paid & organic search marketing, display advertising networks, and paid & organic social media. Additionally, he works to educate marketing and communications partners on how digital promotion enhances their overall strategies.
 
Prior to Medtronic, Karl worked in integrated marketing and sales roles in the enterprise business software space, and at a digital marketing agency. His career has been focused on helping businesses reach their growth goals through creating integrated marketing strategies, and continuously optimizing and measuring the performance of marketing execution. Karl holds a Master’s in Business from the University of St. Thomas Opus College of Business.


Wendy Suljak
Director of Global Marketing, MIRADRY

Nick Wanliss
Digital Marketing Specialist, ENT, MEDTRONIC

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Nick Wanliss is a Digital Marketing Specialist for Medtronic’s ENT division. In his role, Nick is responsible for driving demand and building loyal customer relationships through effective and consistent digital communications. Prior to his current role, he was a Marketing Communications Specialist for Getinge for 3 years, responsible for all external communications for over 10 different therapy areas. Prior to Getinge, Nick was a member of the communications department for the NBA’s Miami Heat. Nick has expertise in business communications, company branding and public relations. He also has valuable experience with success in working in B2B & B2C marketing, social media, project management and strategic planning. A native of Florida, Nick received a Bachelor of Science in Communication from the University of Miami, double majoring in Journalism & Sports Administration.


Drew Wilkens
Vice President Marketing and Sales, PYREXAR MEDICAL

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DREW WILKENS, Vice President of Digital Marketing, PYREXAR MEDICAL

Drew Wilkens holds a Bachelor of Science Degree in Marketing from San Diego State University, School of Business.  His 30-year career span includes industrial marketing and product marketing in the B2B technology sector, product development in the B2C retail sector and the last 7 years specializing in medical start-ups and restarts.  Drew’s technical and programming background allowed for easier transition from traditional print media of the 80’s and 90’s to the digital marketing and marketing automation tools offered today.

Mr. Wilkens is currently the Vice President of Digital Marketing for Pyrexar Medical. He is responsible for planning and execution all phases of the company’s online presence, marketing resource builds, social media and digital content. Pyrexar purchased, the 30-year-old cancer treatment device manufacture, BSD Medical in April of last year.  As part of a new management team, Pyrexar has revitalized, retooled and rebranded this very important treatment technology.


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