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THE NEWSLETTER OF THE HEALTHCARE BUSINESSWOMEN’S ASSOCIATION Advancing Women’s Careers JANUARY/FEBRUARY 2004

turn to HBA 2004 BOARD on page 4

H

Members Accept New Bylaws and Slate of theHBA’s First National Board of Directors

Welcome to the HBA’s 2004 Board of Directors

www.hbanet.org

Donna K. RamerPresident, StrategCations, Inc.; Director of Public Affairs, HBA

BA members have voted to accept the new bylaws andthe slate for the Association’s first national board ofdirectors. Daria Blackwell, Presi-

dent, White Seahorse, Inc., has beenelected HBA President, thus becomingthe first president in the Association’s 26-year history to preside over a dedicatednational board of directors. (See articlebelow welcoming the HBA’s 2004 Boardof Directors. HBA regional board mem-bers can be found starting on page 2.)

Acceptance of the new bylaws is thelast step in the current reorganization ofthe HBA, which has been driven by the Association’s rapid

expansion and growing membership over the past few years.As part of its year-long effort to reorganize, the HBA has

created a more structured and unified presence while provid-ing the resources and flexibility necessary for each chapter andaffiliate to craft programs that meet the specific needs of our

regional members.According to Blackwell, “2003 was a

time of extensive change and reorganiza-tion for the HBA. Most notably, for thefirst time, our board of directors will bededicated to the development, growthand strategic direction of the organiza-tion.” She added that “Importantly, wewill continue to be a catalyst for changein the industry while serving as apowerful national voice for both our

individual and corporate members.” �

“Importantly, we will continue to be a catalyst forchange in the industry while

serving as a powerful nationalvoice for both our individual and

corporate members.”

T he HBA has launched into 2004 with the election of a stellar NationalBoard of Directors as well as a new Board for the HBA’s seven Chapters/Affiliates (see page 4, and the “HBA Nationwide News Briefs” on page

2). These women represent some of the best and the brightest talents in industrytoday. Most importantly, they are dedicated to serving you, the membership, tothe utmost of their abilities.

PresidentDaria O. BlackwellPresidentWhite Seahorse, [email protected]

President-ElectBarbara M. PritchardPresidentThe Pritchard [email protected]

First Vice PresidentPatricia F. PesanelloChief Knowledge Strategist forPharmaceuticals & Health SciencesBusinessEdge [email protected]

Second Vice PresidentDebra L. NewtonPresident & [email protected]

Immediate Past PresidentNancy LarsenPresidentPROmedica Communications, [email protected]

TreasurerKathleen M. MilliganVice President, MarketingBiovail Pharmaceuticals, [email protected]

SecretaryCathy KerznerVP, Business StrategyCardinal Health – HealthcareMarketing [email protected]

2004 HBA BOARD OF DIRECTORS

Director of Advisory BoardTamar HowsonSenior Vice President, Corporate& Business DevelopmentBristol-Myers Squibb [email protected]

Director of CareerDevelopmentLisa CourtadeDirector, Global MarketingAnalytics MetabolismAventis [email protected]

2004 HBA NATIONAL EXECUTIVE COMMITTEE

2 www.hbanet.org HBA Bulletin January/February 2004

HBA NATIONWIDE NEWS BRIEFSBOSTON

● The HBA Boston Chapter welcomesSandy Lauterbach, Director, StrategicMarketing, Immune Mediated Diseasesfor Genzyme to her post as the 2004Chapter President. Lauterbach promisesnew and exciting programs for 2004 in-cluding the launch of the Mentor Con-nections program, creation of a SeniorAdvisory Board, expansion of volunteeropportunities, launch of a Boston Chap-ter E-newsletter, and more educationaland networking events. For information,please contact [email protected].

● HBA Boston is pleased to announce twonew Committee Chairs for 2004. KarenHansen, President, EnTrans, will Chairthe Events Committee in support of in-creased educational events. ElaineCrowley, President, The Crowley Group,has accepted the Chair for the Member-ship Committee to expand membershipopportunities in the Boston area.

NEW BOARD FOR BOSTONThe new Board of Directors for the Boston Chapter of theHBA was identified by the Search Committee, approvedby the Nominating Committee as well as the BostonChapter HBA members, and announced at theNovember 18th networking event as follows:

PresidentSandy LauterbachDirector, Strategic Marketing, Immune MediatedDiseases, Genzyme

President ElectHope Krakoff, Director, Healthcare ConsultingPerot Systems

SecretaryDeborah Furey, Director, Healthcare SolutionsBraun Consulting

TreasurerDeanna Petersen, VP, Business DevelopmentAntigenics

Co-Directors of MembershipMichele McCarthy, Executive RecruiterCarter MacKay;Debbie Thomas, Area VP, SalesMedSn

Co-Directors of ProgrammingShelley Spencer, VP, Global Strategic MarketingMillennium Pharmaceuticals;Maura Tribble, Global Product ManagerGenzyme Corporation

Past PresidentKarla GonyeHealthcare Consulting

is published bimonthly for the members of theHealthcare Businesswomen’s Association, 373 Route46 West, Bldg. E, Suite 215, Fairfield, NJ 07004.Phone: (973) 575-0606 Fax: (973) 575-1445E-Mail: [email protected] Web: www.hbanet.org

EDITORBritta Herlitz

CREATIVE CONTRIBUTORRosemary AzzaroMANAGING EDITOR

Joanne TanziCHAPTERS CORRESPONDENT

Kim A. RoweART DIRECTOR

DeborahAnne Chingas SandkeADMINISTRATIVE COORDINATOR

Rosanne Gogerty

Please send correspondence regarding theHBA Bulletin to: Joanne Tanzi at the aboveaddress.

HBA BOARD OF DIRECTORSPRESIDENT—Daria O. Blackwell, President, White

Seahorse, Inc.

PRESIDENT-ELECT—Barbara M. Pritchard,

President, The Pritchard Group

IMMEDIATE PAST PRESIDENT—Nancy Larsen,

President, PROmedica Communications, Inc.

FIRST VICE PRESIDENT—Patricia F. Pesanello, Chief

Knowledge Strategist for Pharmaceuticals & Health

Sciences, BusinessEdge Solutions

SECOND VICE PRESIDENT—Debra L. Newton,

President and CEO, NewtonGravityShift

SECRETARY—Cathy Kerzner, Vice President,

Cardinal Health–Healthcare Marketing Services

TREASURER—Kathleen M. Milligan, Vice

President, Marketing, Biovail Pharmaceuticals, Inc.

DIRECTOR OF ADVISORY BOARD—Tamar Howson, Senior Vice President, Corporate &

Business Development, Bristol-Myers Squibb Company

DIRECTOR OF CAREER DEVELOPMENT—Lisa Courtade, Director, Global Marketing

Analytics Metabolism, Aventis Pharmaceuticals

DIRECTOR OF CORPORATE DEVELOPMENT—Mary E. Cobb, CEO/President, PACE, Inc., a Lowe

Healthcare Company

DIRECTOR OF MARKETING COMMUNICATIONSIlyssa Levins, Managing Partner, BrandEdge

DIRECTOR OF MEMBERSHIP DEVELOPMENT—Elizabeth M. Mutisya, MD, Senior Director/

Clinical Leader, DNA, Analgesia, Johnson & Johnson

DIRECTOR OF PUBLIC AFFAIRS—Donna Ramer, President, StrategCations, Inc.

DIRECTOR OF SPECIAL EVENTS—Lynn O’Connor Vos, CEO, Grey Healthcare Group, Inc.

ATLANTA CHAPTER PRESIDENT— DeborahCoogan Seltzer, Vice President, ATKearney. Inc.

BOSTON CHAPTER PRESIDENT— SandyLauterbach, Director, Strategic Marketing,

Genzyme Therapeutics

METRO CHAPTER PRESIDENT— Charlene Prounis,

President, Advertising,Accel Healthcare

SAN FRANCISCO CHAPTER PRESIDENT— KristinJacobson, Principal, Acacio Consulting

CHICAGO AFFILIATE PRESIDENT— Kimberly Farrell,President, Unlimited Performance Training, Inc

INDIANA AFFILIATE PRESIDENT—Teresa Pascarelli, President, Integrity Pharmaceutical

Corporation

MID-ATLANTIC AFFILIATE PRESIDENT—Susan Torroella, President, Columbia Medcom Group

ADMINISTRATORSEXECUTIVE DIRECTOR—Carol Davis-Grossman,

The Charles Group, Inc.

ASSOCIATE DIRECTOR — Susan Dunkelman,

The Charles Group, Inc.

HBA STANDING COMMITTEES

TO BE ANNOUNCED

Meeting Photos by Joe Vericker/PHOTOBUREAU, Inc.

ATLANTA● 2003 was a banner year for one of the

HBA’s first chapters, Atlanta. With a sea-soned board in place, many new programswere launched and membership was in-creased significantly.

● Looking forward to 2004, the HBA’s At-lanta Chapter leadership is sanguine. “Wehave just elected a stellar board for 2004,”said Immediate Past President, JanHannon (see below). “With our strongpositioning in the Atlanta healthcare busi-ness community, and a board completewith women eager to participate in grow-ing the Atlanta Chapter of the HBA, weare sure to have our best year yet,”Hannon added.

● Look for more news on the Atlanta Chap-ter and upcoming events in the next is-sue of the HBA Bulletin.

ATLANTA ELECTS 2004 BOARD

PresidentDeborah Coogan SeltzerVice President, ATKearney, Inc.

President-ElectKaren StenderManager, Speaker BureausEnvision Communication, Inc.

SecretaryCindy WalkerAssociate Director, Regional Account ProjectsNovartis Pharmaceuticals

TreasurerBrenda KayeFormer Product Manager, Novartis Ophthalmics

Immediate Past PresidentJan HannonPresident, Envision Communications, Inc.

Director of ProgramsJuliann KaiserPresident, Kaiser Communications

Director of Corporate MembershipLaurie MobleyDirector of Healthcare, Vice President Group ManagerKetchum Public Relations

Director of Individual MembershipTBD

Director of CommunicationsTBD

LOOKING FOR A NEW MEMBER?For a complete list of new

HBA members throughout the country,visit www.hbanet.org

HBA Bulletin January/February 2004 www.hbanet.org 3

● Two “Volunteer of the Year” awardswere presented to HBA BostonChapter members Deborah Furey,Director, Healthcare Solutions,Braun Consulting and DebbieThomas, VP, Area Sales, Medsn.Furey led the Events Committee andExpert Panelists at the Biogen Pro-gram: “Product Launch and Com-mercialization: Real Life Best Prac-tices” and she co-directed the SearchCommittee to identify and nomi-nate the 2004 HBA Boston Chap-ter Board of Directors. Thomasjoined the Boston Chapter in June,accepting the challenge of spear-heading the Corporate SponsorshipProgram. She successfully launchedthe program by developing presen-tations and contacting key execu-tives in Boston-based biotech andpharmaceutical companies. Thomasalso served on various committees,including the Events Committee,and was nominated to the Board ofDirectors in November, 2004.

For membership information or in-formation on the HBA Boston Chap-ter of the HBA, please visit the HBAwebsite at www.hbanet.org, or con-tact President, Sandy Lauterbach, [email protected].

CHICAGOThe HBA Chicago Affiliate launched,and has already held many informativeprograms including the following din-ner meetings:● February 2003: “How Can I Lever-

age Networking as a CHBA Mem-ber?” featuring guest speaker MarieMickey, VP, Training, PharmaciaCorporation, who discussed how tonetwork your way in corporateAmerica;

● March 2003: “Boardroom Commu-nication: How to Find Your PersonalVoice,” featuring Roz Usheroff aprofessional speaker, executive coachand personal branding specialist;

● May 2003: “Advancing Your Career,”featuring the HBA’s 2002 “Womanof the Year,” Sarah S. Harrison, VP,Customer Strategy Integration, Pub-

lic Affairs, AstraZeneca Pharmaceu-ticals, LP;

● September 2003: “Executive Coach-ing—What It Can Do for You & ForYour Career!” featuring guest speak-ers Gayle Johnston, General Man-ager, Baxter Healthcare Corporationand Dr. Laurie Anderson, a well-known business consultant, execu-

tive coach, psychologist, career tran-sition specialist and writer with 15years experience advising leaders inbusiness, healthcare, governmentand educational settings;

● October 2003: “Work and LifeBalance: Fact or Fiction?” featuringguest speaker Denise Peppard,SVP, Human Resources, WyethPharmaceuticals;

● 2004 Events: For information aboutthe Chicago Affiliate’s 2004 pro-grams, see the “Calendar of Events”on page 4 or visit www.hbanet.org.News about their launch can befound on page 9.

INDIANAPOLISOn October 9th, Eli Lilly and Com-pany hosted the inaugural meeting ofthe HBA Indiana Affiliate at the LillyCenter in Indianapolis. With 70 found-

ing members and guests in attendance,the event marked an auspicious begin-ning for the fledgling Affiliate, whichpromises to have a strong member andprogram base in 2004. For additionalinformation on this informativeseminar, see page 11.

METRO● With two recent Metro-area events

(see pages 9 and 10), the HBA’sMetro Chapter (encompassing CT,NY, NJ, PA and DE) is off to a greatstart. The regional Board of Direc-tors was recently elected (see page 6of the HBA Bulletin Nov/Dec 2003

INTRODUCING THE HBACHICAGO AFFILIATE’S

ORGANIZING COMMITTEE

PresidentKimberly A. Farrell, PresidentUnlimited Performance Training, Inc.

First Vice PresidentHeather Mason, VP Pharmaceutical SpecialtySales & MarketingAbbott Laboratories

Second Vice PresidentJane Kiernan, VP, General ManagerBaxter Healthcare

SecretaryNancy Reid, VP, Business DevelopmentFred Blurton Productions

TreasurerDenny Gustin-Piazza, CFP, CFSPresident Wealth Planners LLC/Branch ManagerFinancial Network Investment Corporation

Membership DirectorDeborah King, Regional Sales DirectorRoche Laboratories

Marketing DirectorGeorge Hradecky, EditorPharmaceutical Representative Magazine

Program DirectorsPhil Stamm, General ManagerHyatt Deerfield HotelTracey Jurecki, Field Development LeaderAstraZeneca

(Left to right) DENISE PEPPARD, WyethPharmaceuticals; Chicago HBA President

KIMBERLY FARRELL, Unlimited PerformanceTraining, Inc.; and HBA President NANCY

LARSEN, PROmedica Communications, Inc. turn to NATIONWIDE NEWS BRIEFS on page 8

(Left to right) Wade Lange, Indiana HealthIndustry Forum; HBA President Elect

Barbara Pritchard, The Pritchard Group; andEllen Galinsky, Families and Work Institute.


TUESDAY, FEBRUARY 3, 2004

BOSTON CHAPTEREvening Seminar

Work/Life Balance: TooMuch to Do, Too Little Time

Genzyme CorporationCambridge, MA5:30–8:30 PM

WEDNESDAY, FEBRUARY 4, 2004

MID-ATLANTIC AFFILIATEEvening Seminar

Natural Vitality andWellness: A Winning

Combination to Improve LifeBalance and Success

Otsuka America PharmaceuticalsRockville, MD

6:00–8:00 PM

WEDNESDAY, FEBRUARY 4, 2004

SAN FRANCISCO CHAPTEREvening Seminar

From Idea to ProductLaunch-Medical Devicesand Biopharmaceutical

ProductsCooley Godward

Palo Alto, CA5:30–8:30 PM

THURSDAY, FEBRUARY 5, 2004

METRO CHAPTEREvening Seminar

The Art of Negotiation:Learn From the Best in

Getting to YesRoche

Nutley, NJ5:30–8:15 PM

TUESDAY, FEBRUARY 10, 2004

METRO CHAPTERExecutive Women’s

BreakfastBy invitation only

Marriott GlenpointeTeaneck, NJ

7:30–9:30 AMSponsored by Eisai Inc.

THURSDAY, MARCH 11, 2004


DTC Sweeps: The Impact ofDTC on a Successful Launch

St. Joseph’s UniversityPhiladelphia, PA

5:30–8:15 PM

HBA CALENDAR OF EVENTS

Director of CorporateDevelopmentMary E. CobbCEO/PresidentPace, Inc., A Lowe [email protected]

Director of MarketingCommunicationsIlyssa LevinsManaging [email protected]

Director of MembershipDevelopmentElizabeth M. Mutisya, MDSenior Director/Clinical Leader,CNS/AnalgesiaJohnson & [email protected]

Director of Public AffairsDonna RamerPresident, StrategCations, [email protected]

Director of Special EventsLynn O’Connor VosCEO/PresidentGrey Healthcare Group, [email protected]

Past PresidentKathleen HarrisonExecutive Vice PresidentPharmaceutical Media [email protected]

2004 HBA CHAPTER/AFFILIATEPRESIDENTS

Atlanta ChapterDeborah Coogan SeltzerVice PresidentATKearney, [email protected]

Boston ChapterSandy LauterbachDirector, Strategic MarketingGenzyme [email protected]

Metro ChapterCharlene ProunisPresidentAccel [email protected]

San Francisco ChapterKristin JacobsonPrincipalAcacio [email protected]

Chicago AffiliateKimberly FarrellPresidentUnlimited PerformanceTraining, [email protected]

Indiana AffiliateTeresa PascarelliPresidentIntegrity [email protected]

Mid-Atlantic AffiliateSusan TorroellaPresidentColumbia Medcom [email protected]

HBA 2004 BOARD from page 1

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Arriving & Thriving in theExecutive SuiteSchering-Plough

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NATIONALWoman of the Year Luncheon

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The Recipe for Successful CME Programs

A CAREER-DEVELOPMENT COLUMN ON BUSINESS SKILLSA CAREER-DEVELOPMENT COLUMN ON BUSINESS SKILLSA CAREER-DEVELOPMENT COLUMN ON BUSINESS SKILLSA CAREER-DEVELOPMENT COLUMN ON BUSINESS SKILLSA CAREER-DEVELOPMENT COLUMN ON BUSINESS SKILLS

SKILLS FOR SUCCESS

Destry Sulkes, MD, MBAManaging Director, Eastern Region, Medsn

Brand managers now face a daunting task:How do you run a CME program that iseducationally effective and ethically bullet-proof in an environment of changing rulesand unprecedented oversight?

The standards that had been proposed bythe Accreditation Council on ContinuingMedical Education (ACCME)1 would: (1) baran expert from participating in an accreditedCME event if that expert had a prior consult-ing relationship with an FDA-regulated busi-ness, such as a pharmaceutical or medical de-vice company, and (2) would place increasedscrutiny and an assumption of “conflict ofinterest” on any for-profit organization thatprovides services to CME supporters. Al-though the language is very likely to change,concerns persist.

Robert F. Orsetti, Assistant VP for Con-tinuing Education at the University of Medi-cine & Dentistry of New Jersey, predicts:“Medical institutions will have difficulty re-cruiting credentialed and qualified faculty toparticipate in CME events because leaders inthe field will not stand for further scrutinynor permit their integrity and ethics to bequestioned. Institutions will be forced to relyon second-tier faculty and CME quality islikely to decline.”

The vagueness of the draft guidelinesposes additional problems for brand man-agers. The solution will likely be found inwhat can be called the “academic model”of CME, where supporting entities part-ner with sponsors from academic and medi-cal institutions. The academic model is arecipe for success that creates a layer of in-sulation for the brand manager while ex-tending the mission of both the academicor medical institution and the supporter.

Ingredient One: Key Opinion LeadersThe academic model begins with the iden-

tification, qualification and development of a

network of Key Opinion Leaders, or KOLs—independent authorities in their fields, lead-ing-edge researchers, or leading practitionersin a disease area. Their work has led them toconclude that your brand plays a valuable rolein treating the condition in which they spe-cialize. KOLs are prominent at both na-tional and regional levels. They are likelyto be prominent figures within medical so-cieties or academic centers, journal or text-book authors, and local medical leaders. Themost effective network of KOLs for a givenbrand is a key strategic selection.

Ingredient Two: A Balanced Media MixThe CME process must include a balanced

mix of media appropriate to physicians’diverse needs and interests and designed tohave a positive impact on patient outcomes.With the advent of new multimedia technolo-gies, fully integrated programs are now avail-able that incorporate traditional live meetings,journal inserts, enduring materials, as well asinteractive, multimedia CDs. These CDs linka physician to complex patient cases with fur-ther CME credits attached. Physicians can lis-ten to patient histories, work them up throughan interactive interface, order lab tests, treatthem, and observe outcomes—all whilebeing tracked in comparison to their peers.

Ingredient Three: Peer-to-PeerInteractions

Doctors trust other doctors. When thepublic face of CME efforts—including theKOL networking and media campaign—areled by physicians, the credibility and trust fac-tors will be highest. CME initiatives that willbe most effective and withstand the closestscrutiny will be those that include academicfaculty leaders. The catalytic agent in this recipeis academic involvement, which offers threekey benefits to the brand manager.1. Academic medical centers are non-profit

and beyond “conflict of interest” concerns.2. Their mission is education.3. Their presenters are respected educators

and scientists who instill trust and con-vey maximum message impact.

Note, however, that academic partner-ships may have drawbacks—a given insti-tution will have only a segment of the fullnetwork of KOLs, they will require longerdevelopment timelines, they have morelimited distribution capabilities, and theirmedia production values are lower thanthose of the private sector.

Ingredient Four: The Medical EducationCompany

So how can a brand manager overcomethe potential drawbacks of working withacademic institutions while retaining thebenefits that academic alliances deliver?Working with a company that serves as theintermediary between the supporter andthe academic institution yields several keyadvantages for the brand manager:● avoidance of conflicts of interest by

keeping a visible arm’s length distancefrom the academic presenters

● early access to the complete network ofKOLs

● benefits of medical expertise and logis-tical support from one resource

● a partner who understands the private-sec-tor imperatives that drive the program

● provision of a trusted source for thera-peutic expertise, engaging content anda balanced portfolio for program designintricacies

Academic institutions are reporting in-creased contacts from pharma and device com-panies seeking academic CME partners. Theacademic model preserves the position ofCME as a purely educational element in thebrand manager’s business plan—a winningstrategy by definition. The grand prize win-ners will be those brand managers who canrely on the synergy of the profession’s trust ofacademic partners with the medical expertiseand business sense of an effective communi-cations partner. �

©2004 The Healthcare Businesswomen’s Association

Dr. Sulkes can be reached at [email protected].

Whatever your current career position, you aspire to greater responsibility.Whatever your current career position, you aspire to greater responsibility.Whatever your current skills, you must sharpen and expand them to achieveWhatever your current skills, you must sharpen and expand them to achieveyour next targeted level of accomplishment.your next targeted level of accomplishment.

1 To view draft guidelines, go to www.accme.org/in-coming/SCS_Draft_Jan_2003.pdf


issue) and its members are workinghard to ensure that this region’sstrong programming and member-ship base continues to grow.

● Metro Chapter Boars Member, JuliaAmadio, VP, Multicultural Market-ing, Aventis, sat on PR Weekmagazine’s panel discussion onPharma PR: The Real Direct-to-Con-sumer. The one-day conference washeld on November 12th at theWaldorf Astoria in New York City.Other HBA members who also satas panelists included: Mary Stutts,Senior Director, Corporate Rela-tions, Genentech; Nancy Turett,President & Global Director,Edelman Health; Gloria Stone, Ex-ecutive Director, Global PR, NovartisOncology; Sheila Thorne, President,Multicultural Healthcare MarketingGroup, Torre Lazur Communications;Laura Schoen, President, GlobalHealthcare, Weber Shandwick; JanetCaldwell, Director, Managed Mar-kets, Public Affairs, AstraZeneca, andHBA Metro Chapter Board Mem-ber, Eve Dryer, President, Signova;EVP, Vox Medica.

MID-ATLANTIC● On September 29th, the HBA’s

Mid-Atlantic Affiliate launched withan event that featured AstraZenecaVP and HBA 2002 “Woman of theYear,” Sarah Harrison. For more in-formation on this event, see page 11.

● On December 4th, members turnedout for the holiday reception, andeagerly contributed to Success inStyle, a non-profit provider of busi-ness attire that assists low-incomeand disadvantaged women preparefor job interviews and careers. Mem-bers turned out to network, celebrateand donate business suits and brief-cases.

● Dr. Andrea Pennington, DiscoveryHealth Channel anchor and fre-quent Oprah guest, has been slatedas an HBA Mid-Atlantic Affiliatespeaker in the first quarter of 2004.See “Calendar of Events” on page 4.

SAN FRANCISCOOn December 16th, the San Fran-cisco Chapter of the HBA andAccuray, a privately held corporationwhose primary focus is to revolution-ize the treatment of solid cancersthroughout the body, sponsored aholiday social event to benefit the

NATIONWIDE NEWS BRIEFS from page 3

“Our Advisory Board and Board of Directors arecommitted to providing strong direction to ourMid-Atlantic Affiliate and to providing value toHBA National through our unique membershipbase,” noted Susan Torroella, President of the Mid-Atlantic Affiliate of the HBA and CEO ofColumbia MedCom Group.

ADVISORY BOARDJudith Britz, PhD, President and CEO

Cylex

Sarah S. HarrisonVP, Customer Strategy Integration, PublicAffairs, AstraZeneca Pharmaceuticals;2002 HBA “Woman of the Year”

Leslie Mancuso, PhD, RN, CEOJHPIEGO, an affiliate ofJohns Hopkins University

Andrea Pennington, MDMedical Director and SpokespersonDiscovery Health;President, The Pennington Institute

Lucille Norville Perez, MDPresident, The Cave Institute;Immediate Past President,National Medical Association

Dr. Elena Rios, MD, MSHP, PresidentNational Hispanic Medical Association

BOARD OF DIRECTORSPresident

Susan TorroellaCEO, Columbia MedCom Group

DirectorGerarda Collins, PresidentGCC Partners

SecretarySally Duran, Senior VPMAMSI

Co-Directors, ProgrammingKay Chitale, Promotion AnalystDDMAC/FDADonna FucelloExecutive DirectorINNOVIA Education Institute

Director, Community OutreachBarbara JonesPublic Health Specialist

Co-Directors, MembershipJoan Shisler, District ManagerSchering-PloughLynn ZimmermanProgram Development SpecialistColumbia MedCom Group

Director, MarketingMichelle Stith, Regional Business DirectorYamanouchi Pharma America

HBA’S MID-ATLANTIC AFFILIATE CREATES DIVERSE BOARD

charity, Wardrobe for Opportunity.Attendees were asked to you bringdonations of business clothing to theHBA social. Wardrobe for Opportu-nity provides professional clothing,image consultation, and career devel-opment support to over 7,000 eco-nomically disadvantaged women inthe Bay Area. �

Donna CollinsVP, Marketing, Medtronic

Barbara Kosacz, PartnerCooley Godward—Head, Life Sciences

Nola MastersonVenture PartnerTechno Venture Management

Jennie Mathers, CEORaven Biotechnologies

Casey McGlynn, PartnerWilson Sonsini—Head, LifeSciences

Candi Monzo, PartnerErnst and Young

Arlene Morris, CEOAfftmax

Deborah Neff, President and CEOBiospect, Inc.

Diane Parks, SVP and General Manager, Specialty Biotherapeutics andManaged Care, Genentech

Debra Reisenthel, CEONovasys Medical

Cynthia Robbins Roth, PrincipalBioVenture Consultants

Becky Robertson, Managing DirectorVersant Ventures

Maria Degois-Sainz, PresidentGuidant Cardiac Surgery

SAN FRANCISCO CHAPTER FORMS BAY AREA ADVISORY BOARD

The Chapter Board of Directors will rely on these advisors for guidance on strategic issues such as expan-sion and corporate development. The first Advisory Board meeting is planned for the first quarter of 2004.

The HBA’s San Francisco Chapter welcomes the following senior executives to its new Bay AreaAdvisory Board:


Margaret GardnerManaging Director, Global MedicalCommunications LLC

PARSIPPANY, NJ—As part of the MetroChapter’s Executive Women’s Breakfastseries, more than 30 senior executivewomen met early on the morning of Fri-day, November 21st, to explore the stra-tegic implications of how current actionsin the pharmaceutical industry will affectour business future. The event was hostedby Aventis Pharmaceuticals.

The panel included three distinguishedmembers: Francoise Simon, Professor,Columbia Business School and School ofPublic Health; Charlotte Sibley,VP,Global Commercial Research and HealthOutcomes, Millenium PharmaceuticalsInc. and Julia Amadio, VP, MulticulturalMarketing, Aventis Pharmaceuticals.

Simon on BiobrandsAuthor of the recently published book

Building Global Biobrands, Simon madethe following key points:● The biopharma industry is at an

inflecton point. There is a shift fromconcentrating on detection and treat-ment of disease to prediction and pre-vention of disease. There also is a shiftfrom treating the masses with generaltherapy to treating specific patientswith very targeted therapies.

● Large pharma companies may be los-ing their edge to large biotech compa-nies who have the technologies andproducts that better address the cur-rent state of medicine. Small biotechcompanies are beginning to merge andforge alliances with larger biotechs,rather than with pharma companiesas was their past practice. Many largepharma small molecules are going offpatent, forcing their manufacturers todeal with significant price pressures.

● Strategic implications of these shifts: mar-keters need to begin to change how they

market their products, by addressing newneeds for scientific evidence, as well aseconomic evidence, of a product’s value.

Sibley on Biotech CosUsing her company, Millenium, and

Velcade™, recently launched byMillenium, to provide real-life examples,Sibley noted that:● Biotech companies are different from and

similar to big pharma. They are differentin that every action, be it by regulatoryauthorities, physicians, investors or con-sumers has a big impact on the company,since the company may only have oneor at most a few products in the pipeline.Biotechs also are typically more depen-dent on alliances and collaboration than

ABC’s for the Future of Pharma:Alliances, Biobranding, andCrafting Franchises

big pharma companies. However, thetwo are the same in that the focus oncustomers and on branding the prod-uct remains extremely important.

Amadio on Big PharmaSpeaking from her extensive experience

at Aventis, especially in the area of multi-cultural marketing, Amadio noted that:● Many of the big companies have less

robust pipelines, are experiencing pric-ing pressures as existing marketedproducts lose patent protection andface increased regulatory scrutiny fromthe Office of the Inspector Generaland other agencies.

● Big pharma will likely focus on dis-ease categories in the future, and on amuch broader view of marketing.

● Marketers need to evolve from a limitedview of sales promotion to a muchbroader role coordinating public policy,patient advocacy, reimbursement issues,patent issues and dealing with the chang-ing face of the customer as global patientdemographics continue to shift. �

HBA Meets the MidwestDEERFIELD, IL—It has been a bannersix months and counting for the HBAChicago Affiliate.

“Our objective for HBA Chicago isto create new opportunities for womenand men to come together to advancethe careers of women in healthcare,”said Kimberly A. Farrell, Chair of theHBA Chicago Organizing Committee.“We are marketing the Chicago HBAnetwork to all areas of healthcare: phar-maceutical and medical supply compa-nies, managed care organizations, uni-versity medical centers, and medicalpractitioners. In addition, any groupsthat sell products or services tohealthcare organizations are invited tojoin.”

Farrell was inspired to help launchthe Chicago Affiliate after attending theHBA’s 2002 “Woman of the Year” lun-cheon in New York City. Chicago is ahub for many Midwest companies andmost major pharmaceutical companieshave regional locations in the area for

sales and marketing. In addition, theChicago area is home to several largepharmaceutical companies and severalprominent hospital networks.

“The HBA Chicago Affiliate offerswomen in healthcare an opportunityto network with their peers inside theindustry as well as with industry part-ners who support the healthcare com-panies,” said Farrell. “Often at our din-ner program meetings, women meetpeople who might have a contact or twoto support them in their career goals,or people they can help. It goes bothways. We want women to join the HBAChicago not just for what they can get,but for what they can bring to ourmembership.” Dinner programs alsofeature guests who speak on such vitaltopics as networking, communicationskills and career development.

For information on joining theHBA Chicago Affiliate or attendingdinner programs in the area, call(847) 444-0465. �


keep their businesses up and running. “It’slike trying to drive a car while changing atire,” said Smaldone.

Boulding highlighted some reasons tobe optimistic, even within the currentregulatory environ-ment. Althoughthe scope of FDAregulation is ex-tremely broad, en-compassing every-thing from journalads and detailing tothe internet, theeconomic back-ground of the cur-rent FDA commis-sioner, Dr. MarkMcClennan, mayposition him to bereceptive to industry issues. Boulding alsonoted that consumer communication isno longer as controversial as it once wasin the US. The FDA appears to remainsupportive of Direct-to-Consumer adver-tising, which is perceived as being valu-able because it drives patients to physi-cians to ask health-related questions.

Experts Discuss the Impact ofRegulatory Compliance onCompany PolicyKim A. RoweManaging Partner,Agentive Sales & Marketing Solutions;Chapters Correspondent, HBA Bulletin

PRINCETON, NJ—With a bewilder-ing array of regulatory agencies exert-ing increasing amounts of control overthe pharmaceutical industry, managersare struggling with the question, “Howcan we effectively promote our prod-ucts in the current legal and regulatoryenvironment?” On November 5th, at-tendees at the HBA Metro Chapter’sNovember evening seminar got someanswers to that question.

“The Impact of Regulatory and LegalCompliance on Company Policy” wassponsored by Bristol-Myers Squibb andheld at their Princeton, NJ campus. Theprogram was moderated by Wendy H.Meyer, Pharmaceutical Marketing Con-sultant, and featured two speakers: LaurieSmaldone, MD, VP, Strategies and Is-sues Management, Bristol-Myers Squibb;and Mark Boulding, Senior VP, Busi-ness Development and Legal, PTCTherapeutics, Inc.

During the last year, both regulatoryand self-regulatory efforts have re-shaped the pharmaceutical industry’sapproach to continuing medical edu-cation and marketing communications.Simply figuring out what agency is incharge is a challenge; is it AMA, FTC,FDA, ACCME, OIG, or PhRMA?

The pharmaceutical industry is highlycomplex, integrating multiple technolo-gies that target many different diseasestates for a variety of customers and pa-tient populations, Smaldone noted. Atthe same time, pharma is a global indus-try that must address regulatory environ-ments around the world. Companiesmust keep everyone—employees, physi-cian advisors, and 3rd-party contrac-tors—aware and informed of the mostup-to-date regulations while trying to

However, the industry can expect to seemore regulatory scrutiny over consulting/advisory arrangements with physicians,and over the emerging trend toward con-sumer brand preference advertising.

Both Smaldone and Boulding en-couraged outside contractors, includ-ing advertising agencies, to become aresource to their clients by staying cur-rent on regulatory decisions and devel-oping a complete understanding ofregulatory documents. Boulding said,“I’m surprised more vendors don’t re-

tain specialist counsel to help themstructure programs that work withintoday’s regulatory framework.”

Smaldone closed by saying, “If yourguiding light is the goal of bringing ex-cellent products to people who needthem, you are operating with the rightintent.” �

BOSTON, MA—The HBA BostonChapter held its 2nd annual Network-ing Event on November 18th at M/CCommunications (Boston, MA). M/CCommunications is a Corporate Spon-sor for the HBA and well known for itswork in medical education, including thePri-Med conferences.

More than 75 participants got downto business at this highly regarded “net-working only” event to make new con-nections and reinforce the old.

Genie Bachert, Principal, BachertConsulting, and Carol Nicholson,Nicholson Consulting, kicked off theevening with Do’s and Don’ts for

Do’s and Don’ts for NetworkingNetworking. Some of the suggestionsincluded gems such as:

1. DO wear your nametag on yourright shoulder so when you greetsomeone, they can easily see whoyou are;

2. DO think of a brief topic whereyou can make conversation for 3–5 minutes, without having to getinto a deep discussion;

3. DON’T feel pressured to alwaysthink of something witty to say.Everyone is under the same pressureto develop conversation and think-ing of the same thing. It’s better tolet conversation develop naturally. �

(Left to right) Destry Sulkes, MD, and Donna Thomas, both of Medsn, Inc.;with Michelle Paquette, Eisai, Inc; and Emily Basca, also of Medsn, Inc.


INDIANAPOLIS, IN—Ellen Galinsky,President and CEO of Families and WorkInstitute (New York, NY) was the featuredspeaker at the inaugural event of the HBAIndiana Affiliate, hosted by Eli Lilly.

Galinsky presented data from Leadersin a Global Economy: A Study of ExecutiveWomen and Men, a groundbreaking studyof executives and the relationship be-tween gender and career advancement.It is the largest cross-company study ofits kind, and offered attendees a chal-lenging look at many conventionalnotions about women and men execu-tives. Galinsky discussed the similari-ties and difference among women andmen executives, and the factors that en-hance and inhibit their success on thejob and at home.

Among the assumptions challenged bythis study are: “the higher women climb,the more they have to give up in their

COLUMBIA, MD—On September29th, 75 members celebrated the launchof the HBA Mid-Atlantic Affiliate at Co-lumbia MedCom Group’s office here.The 2002 HBA “Woman of the Year,”Sarah Harrison, VP, Customer StrategyIntegration, Public Affairs, AstraZenecaPharmaceuticals, was the guest speaker.

“In terms of advancing the HBA’s mis-sion and passion for advancing the careersof women in healthcare, we believe the Mid-Atlantic Affiliate is positioned to make a spe-cial contribution. We can bring a differ-ent mix of career opportunities to theHBA with our international and publicpolicy connections,” said Donna Fucello,Board Member and Executive Director ofInnovia Education Institute.

“I am honored to lead this diverse coa-lition,” said Susan Torroella, Board Presi-dent and Affiliate founder. “I’ve never at-tended such a high-energy, invigoratingnetworking function. Where else in the

country do you have representatives, frompharma, FDA, managed care, NIH,Hopkins, biotech and public policy,medical associations, and public healthall in one room?”

Excited by the opportunity, BoardMember Michelle Stith brought daugh-ter Loren, then gave her the gift of mem-bership. “I wanted my daughter to expe-

Pictured here are several members of the new HBA Mid-Atlantic Affiliate Steering Committee(left to right): MICHELLE STITH, GERARDA COLLINS, both of GCC Partners; SALLY DURAN,MAMSI; SUSAN TORROELLA, Columbia MedCom Group; JOAN SHISLER, Schering-Plough;

KAY CHITALE, Food and Drug Administration; DONNA FUCELLO, INNOVIA Education Institute;DR. JUDITH BRITZ, Cylex; and LYNN ZIMMERMAN of Columbia MedCom Group.

personal or family lives,” “women andmen use different personal strategies tosucceed,” and “executives have to bework-centric in order to succeed.”

This study finds that while most ex-ecutives (61%) are, in fact, work-centric,there is a sizable minority of executives,32%, who are “dual-centric,” placing thesame priority on their lives at work andoutside of work.

“Of particular importance for em-ployers is the finding that executiveswho are dual-centric—who give equalweight to work and personal life—feelmore successful at work, are lessstressed, and have an easier time man-aging the demands of their work andpersonal/family lives,” Galinsky said.“Women who are dual-centric have ad-vanced to higher reporting levels andfeel more successful in their homelives.” �

New Research Looks at Differencesbetween Executive Women and Men

Mid-AtlanticAffiliate LaunchFeaturesSarah HarrisonDiversity with Unity isTheme

Sarah Harrison, VP, AstraZeneca, 2002 HBA“Woman of the Year,” joined Susan Torroella,

President and CEO of Columbia MedComGroup, to celebrate the launch of the Mid-

Atlantic Affiliate of the HBA.

rience meeting several very successfulwomen in one gathering,” said Michelle,who is the Regional Business Director forYamanouchi Pharma.

Thanks to the enthusiasm of thefounding members and the gusto of newmembers, the Mid-Atlantic Affiliate hasrecruited over 56 new members, bring-ing total membership to 122. �


HBA CORPORATE MEMBERSHIPAbbott Laboratories LLC

Accel HealthcareAccelera

American Academy of Family PhysiciansAmerican Medical Association

AstraZeneca ChicagoAstraZeneca Pharmaceuticals LP

Aventis, Inc.Aventis Pasteur

Boston Consulting GroupBoston Scientific Corporation

Bristol-Myers Squibb CompanyBusinessEdge Solutions

Cap Gemini Ernst & YoungCardinal Health

Chandler Chicco AgencyCline Davis & Mann, Inc.Clinical CONNEXION

Communications Media Inc.Compas, Inc.

CovanceDorland Global Health Communications

Dowden Health MediaEisai Inc.

Elsevier Inc.Ernst & Young

ETHICON, Inc.EURO RSCG Life

Fleet BankGenentech, Inc.

Gibbons, Del Deo, Dolan, Griffinger & Vecchione, PCGlaxoSmithKline

Grey Healthcare Group Inc.Guidant Corporation

Hoffmann-La Roche Inc.ImpactRx Inc.

inChord CommunicationsInnovative Medical Education

International Medical News GroupInternational Meetings & Science

Janssen PharmaceuticaThe JL Company

Johnson & Johnson PGSMKPR

Lyons Lavey Nickel Swift, Inc.The Mattson Jack Group

M/C CommunicationsMediVia

Medivisor, Inc.Med PanelMedsn Inc

Meniscus LimitedMerck & Co., Inc.

NewtonGravityShiftNovartis Pharmaceuticals Corporation

OCC, North America, Inc.Organon Pharmaceuticals USA Inc.

Ortho Biotech Products, LPOxford Institute for Continuing EducationPACE, Inc., a Lowe Healthcare Company

Palio CommunicationsPDI Inc.

Pfizer Inc.PROmedica Communications, Inc.

Regan Campbell WardReliant Pharmaceuticals, LLC

Saatchi & Saatchi Healthcare GroupSchering-Plough Corporation

SimStar Internet SolutionsStratagem Healthcare Communications

Sudler & Hennessey/IntraMedThomson Healthcare Inc.

Unlimited Performance TrainingVentiv Health

VOX Medica, Inc.Wyeth

HBA ADVISORY BOARDJulia Amadio, Aventis, Inc.

Sharon Callahan, SummitGREYCarrie S. Cox, Schering-Plough Corporation

Nadine Craig, UCB Pharma Inc.Maria DeGois-Sainz, Guidant Corporation

Lisa Egbuonu-Davis, Pfizer Inc.David Epstein, Novartis Oncology

Debra Freire, Novartis Pharmaceuticals CorporationMatthew Giegerich, CommonHealth

Kathleen Harrison, Pharmaceutical Media Inc.Sarah Harrison, AstraZeneca Pharmaceuticals LPMichael Hickey, AstraZeneca Pharmaceuticals LP

Joanna Horobin, MD, CombinatoRx Inc.Tamar Howson, Bristol-Myers Squibb Company

Heidi Hunter, WyethKaren Katen, USPG, Pfizer Inc.Louis J. Manzi, GlaxoSmithKline

Charlotte McKines, Merck & Co., Inc.Paula Meade, Hoffmann-La Roche Inc.

Louise Mehrotra, Janssen Pharmaceutica, L.P.Myrtle Potter, Genentech, Inc.

Sylvia Reitman, International Medical News GroupTimothy Rothwell, Sanofi-Synthelabo

William C. Sheldon, Eisai Inc.Charlotte E. Sibley, Millennium Pharmaceuticals, Inc.

Catherine A. Sohn, PharmD, GlaxoSmithKlineRita Sweeney, Dorland Global Health Communications

Lynn O’Connor Vos, Grey Healthcare Group, Inc.Carol Webb, Ortho Biotech Products, LP

Sheila Wellington, NYU/Stern School of Business

PRESIDENT’S FORUM

A “Brave New World” forWomen in HealthcareDaria O. BlackwellHBA President


I am so proud to be amember of the HealthcareBusinesswomen’s Associ-ation.

This year, as theHBA expands into newregions, offers new af-finity groups, reachesout to new business sec-tors and attains newmembership goals, I will

focus on harnessing our collective strengths,increasing our visibility andleveraging our power—all ofwhich can be achieved if wehelp each other realize ourpower.

The HBA has one centralmission: To be a nationalforce for effecting change inthe healthcare industry,thereby uncovering new op-portunities for women toadvance in their careers. Ac-cording to one high-rankingmale executive in the indus-try when referring to HBAleadership, “They just don’tknow how powerful theyare!” Thinking back to the25th Anniversary video at the 2002 “Womanof the Year” luncheon, in which five womenrevealed the true impetus for forming theHBA, their comments and his statementclearly demonstrate the galaxy transited over27 years by thousands of volunteers dedi-cated to a single, focused mission.

We are more than 2,000 individual mem-bers and 75 corporate members strong.We’ve established a true national board ofdirectors whose sole focus is to championthe advancement of women across all areasof the healthcare industry through strategicinitiatives. Through our chapters and affili-ates, we’ll provide regional opportunities tonetwork, grow and channel energy to whereit can make the difference.

We now have choices. That’s power andpowerful. Just think: Today we can become

company group chairmen, start our ownhealthcare ventures, head up world-classcommunications empires, join boards of di-rectors of global companies, or take time offfor family without stigma or professionalreprisals. Realizing our full potential is be-ginning to feel like our own choice.

We have power. After all, we are the pri-mary decision-makers about healthcare pur-chases and we have insights into how thosedecisions are made. We live longer and con-sume more goods over our lifetimes. We also

live long enough to developmore debilitating chronicconditions that have not yetbeen adequately studied inwomen. We are the market.Our involvement at the topranks of this industry justmakes sense. The businesscase for diversity and for de-veloping women into lead-ership roles has the potentialto radically change the per-ception and even the direc-tion of the industry overall.

We can do it if we do ittogether, one change at atime. Here are some placesto start:

● Influence one decision to improvehealthcare delivery for women and you’lladd to your own potential for develop-ment.

● Identify one element to add to the busi-ness case for developing women into lead-ership roles and communicate it to anHBA Board member.

● Help one woman in your organization bygetting her connected through the HBA.

● Think of one thing you’d like to changein your environment and how the HBAmight help.Finally, become your own best champion.

Learn to work smart and network. Getinvolved…get connected…get ahead. That’swhere you’ll find the value in the HBA.Please join me on this very exciting new jour-ney into your future. �

“The HBA has onecentral mission:

To be a national forcefor effecting change

in thehealthcare industry,thereby uncovering

new opportunities forwomen to advance in

their careers.”

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