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MARCH 2014 PMD ReFRESH is the monthly newsletter of the Pharmaceutical Marketers Directory, providing a wealth of information, practical advice, human interest stories and personnel updates to the pharmaceutical marketing community High Climber Robert Bedford, EVP, Sales and Marketing, MediScripts PMD Refresh Names Neil Gottlieb, 3FX, SVP, Strategy & Business Development Dawn Wilson, Acceleron Pharma, Sr. Director, Clinical Ops. & Data Management Kevin Christal, Actelion Pharmaceuticals US, Marketing Director, Prostacyclin Franchise Steve Stadell, Action Labs, President Dawn Lipman, Active Mind Fuel, Creative Director Sachiyo Minegishi, Aegerion Pharmaceuticals, US Marketing Director Paul Schneider, Aegerion Pharmaceuticals, VP, Patient & Market Access Jim Massa, Akorn, Regional Sales Director, West Wendy Perrow, Alba Therapeutics Corporation, Chief Executive Officer David Beshel, Alkermes, Assoc. Director, Vivitrol Marketing MediScripts is traditionally known for its promotional efforts on the doctor's prescription pad—a valuable piece of real estate. But as the prefix "e-" continues to pervade both our personal and professional lives, pen and paper is slowly giving way to e-prescribing—and with it comes a new host of challenges. For Robert Bedford, MediScripts's newly appointed EVP, sales and marketing, commercializing these new offerings will be his chief role. But it was the balance of the core business and prospective offerings at MediScripts that initially attracted him to the organization, "Their core business— advertising prescription pads—that's a high return on investment business, but you have to look downstream," he explains. "That was important to me to have both ends of the spectrum covered. Although, on the horizon, these digital solutions will be directed toward e-prescribing." While matching money with innovation is no small task, Bedford hopes to address those obstacles by adding on "more digitally focused capabilities," to what he says is an already "very professional team." In many ways for Bedford, it's always been about the people. One of the formative moments in his career, he recalls, was the completion (and networking Damon Harrell, Alkermes, Sr. Director, New Product Planning & Commercialization Janine Barker Shea, Alkermes, Director, Payer Marketing Aubyn Kirby, Alkermes, Digital & Consumer Marketing Sun Park, AmerisourceBergen Corporation, SVP, Business Development Maggie O. Connors, Arnold NYC, SVP/Director, New Business opportunities therein) of St. Joe's Pharmaceutical Marketing MBA program, "It was a tremendous opportunity to understand the cultures at different pharma companies, everyone there was employed at one manufacturer or another." That postgraduate program would leave a lasting impact on Bedford, and he still serves it in an advisory capacity. As for his new colleagues, Bedford hopes to extend the promise of positive thinking. "I think that keeping a optimistic attitude, especially as your organization is morphing and developing," is paramount, he says. "That's another reason this role was attractive to me, so I could have a part in refining its culture. Attitude is infectious, whether positive or negative." To "refine" that culture, Bedford says his focus will be on "trying to be a leader, rather than boss. That means saying 'we' not 'I' and finding creative ways to solve problems." -Kevin McCaffrey Michael McCullar, Astex Pharmaceuticals, SVP, Business Development Workspace Catarina Bergman, AstraZeneca, Global Head, Price & Market Access MicroMass Communications John Hamilton, VP, Client Service Director Heather Moore, AstraZeneca Canada, VP, Sales Diane Sullivan, AstraZeneca US, VP, Managed Markets Amy Hall, AstraZeneca US, Sr. Brand Director, Oncology Brik V. Eyre, Baxter International, CVP/President, Renal Oksana Komarova, Big Arrow Group, New Business Development Mary Ruth Brehmer, Boehringer Ingelheim Pharmaceuticals, Sr. Prod. Mgr., Respiratory Mktg. John Garizio, Boehringer Ingelheim Pharmaceuticals, Sr. Assoc. Director, Regional Outsourcing Compliance & Quality Mgmt. Winifred Tracey, Boehringer Ingelheim Pharmaceuticals, Assoc. Director, Integrated Digital Media, Oncology Business Unit Krishna Sudheendra, Cardiac Science Corporation, Chief Executive Officer Derek Miller, Celator Pharmaceuticals, Chief Business Officer What was your biggest break? After graduating from college, I loaded up my futon and took a road trip to Washington, D.C. I was only planning on staying a few days, but ended up getting a job in healthcare communications which started my career. My first job was recruiting patients into clinical trials - not an easy task! But I enjoyed the challenge, and I got to travel all over the world and work with some amazing people. What's the best and/or worst part of your job? The best part of my job is working in a positive, entrepreneurial environment. Who is the person you admire most in your area of work? In my early career, I really admired Seth Godin, a relationship marketing guru who has written a few books, including Permission Marketing. He really shaped my view of how to build relationships and create loyal customers. Now that I've been at MicroMass for four years, I am an ever greater admirer of