SPOTLIGHT ON HEALTHCARE: THE NEW WORLD OF HEALTHCARE MARKETING

2:00 - 2:50PM

Healthcare marketing is undergoing dramatic reinvention given the emergence of new health brands, medical advances, reform trends, social media marketing, and a renewed focus on quality, outcomes, and prevention. How is the role of marketing changing in healthcare firms?


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Sally Maher

Vice PRESIDENT of CLINICAL AND REGULATORY AFFAIRS, Edwards Life Sciences

Sally L. Maher has been VP of Regulatory & Clinical Affairs since May 2012.  She has more than 25 years of medical device and combination product experience in regulatory, clinical, reimbursement, healthcare compliance and product development.  Prior to joining Edwards, Maher held various Senior Vice President of roles at Smith & Nephew’s Advanced Surgical Products Division including,  Regulatory & Clinical Affairs, Reimbursement & Healthcare Economics , Healthcare Compliance, Research & Development, and  New Business Development.   Prior to Smith & Nephew, Maher worked in Regulatory Quality & Clinical for various organizations including J&J, Pfizer & FDA.  She received a bachelor’s degree from Ohio Wesleyan University, and a law degree from the University of Baltimore.


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AMY DeMaria

Senior VP OF Communications, Cystic Fibrosis foundation

Amy DeMaria is senior vice president of communications at the Cystic Fibrosis Foundation, the world's leader in the search for a cure for this rare, life-shortening, genetic disease. Sixty years ago, people with CF died as toddlers and today, through the Foundation's efforts, predicted life expectancy is about 40 years -- and dozens of therapies for CF are in development or available to patients including one that Forbes called "the most innovative new drug of 2012."

Amy leads a team of 25 with responsibility for all Foundation communications including media relations, digital, research and fundraising communications. She was recruited to the Foundation to rebuild its communications and marketing program, with a focus on developing a new brand identity and repositioning the organization to support a $200 million major giving campaign, then unprecedented for a rare disease advocacy organization.

Amy's team launched and continues to grow the organization’s social channels including a Facebook community of over 200k despite CF affecting only 70k people worldwide. In 2012, her team’s awareness video won first place in the YouTube DoGooder nonprofit video awards and was featured on YouTube’s landing page, increasing the visibility of the Cystic Fibrosis Foundation and the disease. And in 2015, President Obama cited the cystic fibrosis story as a shining example of precision medicine in the State of the Union and at a White House event shortly thereafter.

Previously, Amy held communications leadership positions at Georgetown University Medical Center, Georgetown University and the global communications firm Porter Novelli. She has also worked at the Department of Health and Human Services and is a graduate of Emory University. Amy speaks frequently at industry events about nonprofit marketing, communications and digital innovation. Follow her on twitter: @amydemaria


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Glen Butcher

SR. Director, CYSTIC FIBROSIS Global marketing, Vertex Pharmaceuticals

Glenn has a distinguished track record in the pharmaceutical industry with a 25+year career spanning marketing, communications, and technology.  He is currently Sr. Director for Global Cystic Fibrosis Marketing at Vertex where he is leading the company’s commercial disease education programs and is responsible for the growth of digital capabilities.

Prior to joining Vertex, Glenn worked at Biogen, Forest Labs (now Allergan), Epocrates, and Merck.  Throughout his career, he has helped companies and clients make sense of the rapidly evolving digital health landscape as they develop a portfolio of initiatives that balance proven business impact with innovation.

Glenn received a Master of Science degree from the University of Southern California and a Bachelors of Science in Engineering from Duke University.


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MODERATOR: ALAN BRALY

Blavatnik Fellow in Life Sciences Entrepreneurship, HBS

Alan Braly (MBA 2010) is currently a Blavatnik Fellow in Life Sciences Entrepreneurship at HBS focused on commercializing Harvard medtech IP. He joined the Fellowship from Health Advances, a boutique healthcare consulting firm, where he was a member of the management team within the Medtech Practice. At Health Advances, he led engagements in a range of therapeutic areas and product categories, helping clients solve a wide range of commercial strategy challenges. His clients ranged from start-ups to leading public medtech and biopharma companies, and he also worked extensively with both financial and strategic buyers on acquisition due diligences. Prior to graduate school, Alan worked in R&D as a biomedical engineer in Medtronic’s cardiac rhythm management business unit. There his experience included working with new product planning on technology portfolio strategy, interfacing with clinical users of devices, and supporting new materials development, preclinical, and clinical research. Alan holds an MBA from Harvard Business School, an SM in Health Sciences and Technology from MIT through the Harvard-MIT Division of Health Sciences and Technology, and a BS in Biomedical Engineering from Johns Hopkins University.