Med Ad News Marketer on the Rise
Patient Experience Marketing Lead – Immunology Marketing, UCB
Whether launching new products or award-winning DTC campaigns, Mamta has a proven record of success in driving brand growth. Fueled by cutting-edge digital, social and media strategies, her career highlights include work on the Cosentyx and Gilenya launches with Novartis. For the Gilenya launch, she delivered a first-of-its-kind social campaign that woke the industry to the potential of social media: the Gilenya HEY MS, Take This! campaign even won recognition from various expert groups.
When she joined UCB, Mamta created an immediate impact with a psoriasis campaign that delivered significant growing awareness, trial, and Rx lift in a fiercely competitive marketplace. One of her most recent successes is the launch of Cimzia’s multi-channel Plan for Fun, not Flares campaign with an extremely modest budget relative to competitors in the Immunology space. When the launch of a competitive campaign forced the team to evolve the concept midstream, she provided consistent and clear vision to deliver an impactful creative campaign. She led the charge in campaign activation to outsmart – not outspend – within the crowded and highly competitive Immunology space using a media strategy that reaches patients in critical decision-making moments. Within the first three months, more than 335,000 patients diagnosed with psoriasis, Crohn’s disease, or non-radiographic axial spondyloarthritis were exposed to messaging. She continues to advance patient marketing capabilities and prepare the organization for new product launches within a portfolio strategy, and stretches herself and her team beyond their comfort zone in order to advance patient-first strategies and tactics.
“Mamta challenges us day in and day out, in the best way possible,” according to management at Intouch Group, which nominated her for Med Ad News‘ Marketer on the Rise recognition. “She leads with a clear strategic vision and rolls up her sleeves with her agency and internal partners to activate that strategy in the most impactful way for patients. She cares for her team greatly, constantly motivating the team to challenge the status quo.”
Mamta is director-at-large, marketing and communications for the Atlanta chapter of the Healthcare Businesswomen’s Association. She gracefully straddles work/life balance with her husband Manu, and her two young children, Milan and Mira.