Entries by Maria Fontanazza

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Taking center stage, women speak up for health equity

With reproductive rights under attack and professional and personal challenges escalated as a result of the pandemic, women have been collectively called on to lead with not just authenticity, but also with compassion, kindness, and empathy. “In times of crisis, women take center stage. We are the peace makers, the solution seekers, the voice amplifiers,” said HBA interim CEO Wendy White at the 2022 HBA Annual Conference.

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OCI 2022: Horizon Therapeutics – Removing barriers, breaking down misconceptions

Horizon Therapeutics achieved third place in the 2022 OCI top companies ranking namely for its “Gout Revisited” campaign, which seeks to remove the stigma of gout, a disease that has been largely coined as an affliction of the “overindulgent, rich white man.” Keli Walbert, executive vice president, U.S. Operations, at Horizon Therapeutics shared insights with MedAdNews about the company’s strategy in debunking gout myths and steering the message in the right direction. 

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OCI 2022: Evofem Biosciences – Phexxi: Where women call the shots

Evofem’s bold campaign surrounding the first hormone-free contraception gel for women helped the company bring home leading industry awards and elevated Phexxi to the top prescription brand in the 2022 OCI. Katherine Atkinson, chief commercial officer at Evofem Biosciences, walked Med Ad Newsthrough the company’s conceptual journey of the campaign and what it meant to give women more control over their bodies – and their sexual and reproductive health.

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OCI 2022: Boehringer Ingelheim – Communicating the physical and emotional patient burden

Boehringer Ingelheim’s campaign for “The Unwearable Collection”, which worked to portray the patient experience of living with generalized pustular psoriasis (GPP), a painful skin disease, helped the company rise to the top half of the 2022 OCI company ranking. Claudia Beqaj, executive director, specialty marketing sales, dermatology at Boehringer Ingelheim, explained how the company took on the challenging mission of educating dermatologists about GPP in a more authentic and reverent way. 

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Industry talent: Sometimes the apple should fall far from the tree

The labor market has been forever changed by COVID-19. However, the changes in recruiting and retaining talent in pharma marketing and advertising started well before the pandemic. The traditional, linear career development path is not necessarily standard anymore, and the industry is looking in a variety of areas for talented professionals. MedAdNews asked several of its editorial advisory board members to reflect and weigh in on how the talent pool has changed over the years.