Three Wise Dames

Marketing in the Life Science Industry

3WD Interview–Cheryl Bisera & Judy Capko October 2, 2013

Practice Marketing

Patient-Centered Payoff by Cheryl Bisera and Judy Capko

I had the good fortune of meeting Cheryl Bisera because of her work with a shared client/customer—Dr. Simoni. The first time we spoke, I knew she was as passionate about practice marketing and physician reputation management as I am. I was honored when she asked me to preview her new book with Judy Capko. The case studies are absolutely a highlight and bring to life the best-practice concepts presented in “The Patient-Centered Payoff.”

  • How did you arrive in your current role?

Judy: After working in medical offices for years, I realized how little physician owners knew about business and efficient operations. I decided I could be a resource to improve the efficiency and financial success for medical practices. My medical management consulting firm grew to include marketing, team building and strategic planning. I became a sought-after speaker and author throughout the healthcare industry and then decided to write my first book, “Secrets of the Best Run Practices” and demand for my services skyrocketed. I’m proud to be rolling   out my fourth book, “The Patient-Centered Payoff”, with co-author, Cheryl Bisera.

Cheryl: I discovered my passion for marketing and customer service during my college years when working for a promotional product company. I then joined a healthcare consulting firm where I developed my skills as a patient experience and marketing consultant. Cheryl Bisera Consulting partners with healthcare professionals to grow their business through innovative connections with referral sources, marketing and   increased visibility in their communities and delivering a stellar patient experience.

  • What do you love most about the work you do?

    Judy Capko

    Judy Capko

Judy:  I am a people motivator at heart, I love to get physician owners, organization leaders and staff enthusiastic about a vision of success that they couldn’t grasp before. When I can get everyone on-board and moving in the same direction, the energy is dynamic and the momentum is unstoppably positive. Success always follows and that is deeply rewarding.

Cheryl: When a physician or organization brings me in, there is some faith involved. They have to trust me and take certain steps without necessarily understanding how everything will come together. When they begin to see results and see the payoffs of all our efforts working together, it’s extremely   gratifying. Turning things around for a practice is an incredible experience.

  • Where is the most exotic place in the world that you’ve eaten?

    Cheryl Bisera

    Cheryl Bisera

Judy: I’ve had the good fortune to be able to travel throughout the world with my husband. Besides cruise ships that sometimes feature local fare such as escargot and turtle soup, the most exotic fare I’ve enjoyed was in Thailand. The spices are delicate and provide an indescribable influence on the flavors! I must say, I have had chocolate covered ants too – quite crunchy!

Cheryl: I have not had the same good fortune as Judy, but I do wish to do more travel in the future. I would have to say the most exotic place I’ve eaten is off my kitchen floor, because when you have three children, you pretty much just get what you can – and sometimes that means rescuing a rogue meatball or other hand-crafted goody that took too much work to let go to the dog.

(C) 2013 eGold Solutions; all rights reserved.

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3WD Interview–Susan Brown February 1, 2013

Filed under: 3WD Interviews,Debbie,DTC,Social media — Debbie Donovan @ 12:00 pm
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Susan Brown

I connected with Susan Brown at an industry luncheon. We quickly bonded over the topic: how medical device companies could metric their marketing efforts real-time to determine which ones were the most efficient revenue drivers. She was working at Conceptus at the time and I was an alumni so we decided to meet again and learn more about each other’s experiences. I admired what Susan was doing then and now and I couldn’t resist asking her our interview questions.

  • How did you arrive in your current role?

Basically I’ve been able to take my technology marketing background (Intel, Cisco, Apple, etc.) and apply it to healthcare/med devices/pharma products and services. I’ve been involved in technology and healthcare since the 1990’s; first with a medical imaging company that evolved into a company with a software platform for automating clinical trial patient identification (kdhsystems.com). I’m still an advisor to them. Then I had the opportunity to work on revolutionary changes in healthcare for Kaiser Permanente’s HealthConnect launch—we had no idea it would be the most disruptive model for change in US healthcare. Most recently, as eMarketing consultant for Genentech, I got to lead the new Tamiflu launch for the 2012-2013 season—been a fun progression!

  • What do you love most about the work you do?

Best of all to me is to work with creative, smart people and use new techniques and technology to connect and inform health care professionals and consumers/patients, through such methods as affinity communities. For example, as Digital Marketing Director for Conceptus, I produced the “GYN Summit” Community, a moderated on-line forum and destination site for OB/GYN docs to share best practices and communicate easily and securely with each other about procedures, best practices and techniques. Was great to “meet” new folks, help them learn from each other and learn a lot myself as well!

Also I especially enjoy the challenge of transitioning healthcare marketing to involve more social media—there’s still a lot of hand-holding to do to help companies engage consumers, patients and healthcare professionals in new ways of communication.

  • Where is the most exotic place in the world that you’ve eaten?

In November 2011 I went to Vietnam and Cambodia— so far the trip of my lifetime. One evening in Cambodia, our guide took us to a local nighttime street market with food stalls of all kinds. There were food stands with grilled frog legs, tiny birds (not sure what they were) and “snacks” of sautéed crickets spiced with soy sauce and Sriracha (a type of hot sauce). The crickets are crunchy like popcorn with kernels that get in your teeth! Actually I tried everything and liked it all.

(C) 2013 eGold Solutions; all rights reserved.

 

3WD Interview–NurseBab a.k.a. Barbara Dehn, RN, MS, NP August 25, 2011

Filed under: 3WD Interviews,Debbie,Lisa,Women consumers — Debbie Donovan @ 4:41 pm
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NurseBarb a.k.a. Barbara Dehn, RN, MS, NP

My connections to Barbara Dehn are many. First the original wise dame, Lisa, connected with her while doing research and sent me her bio. Next, I contacted Barb for a market research project and she provided valuable insights. Then one night she was a guest at a fondue party held at my house. She was gracious enough to agree to an official 3WD interview.

  • How did you arrive in your current role?

It was a combination of luck and hard work.  Like many entrepreneurs, I started Blue Orchid Press after having an “Aha” moment while looking at a fold out map of Washington, DC and then visualizing a women’s health guide that was packed with information in an easy to read format that folded up like a map. As a nurse practitioner, I had been producing health information packets for years, so I hired a fantastic designer, rolled up my sleeves and started a publishing company.

Meanwhile I was also speaking on women’s health topics to audiences around the country and found myself in the proverbial “right place at the right time.”  A producer from NBC saw me give a talk and asked me to start appearing on live national TV as a health expert. Appearing on television is exciting and a fantastic way to reach a larger audience with important health information.

  • What do you love most about the work you do?

I love everything about my work.  I’m fortunate to have a variety of experiences. I love working with people one-on-one and hearing their stories.  I’m fascinated by their resilience, strength and ability to love and nurture.  I’ve been honored to be part of people’s lives through some of the most deeply personal and private moments from trying to have a baby and  giving birth to the transitions people and their families face at the end of life. Being fully present and listening to people and providing care and guidance  is what I’m passionate about and want to continue as long as I can.

  • Where is the most exotic place in the world that you’ve eaten?

I spent part of my childhood on Kodiak Island, Alaska, so I guess it would be one of the many summer days, eating salami sandwiches with my brothers while fishing for red salmon on the banks of the Buskin River. We were keeping one eye out for bears and  bald eagles, who’d eye us warily while they did their own fishing.  We lost a lot of lures and still caught a lot of fish.

I’m looking forward to doing more work with NurseBarb and having dinner with her again soon.

Related information:

NurseBarb’s website

NurseBarb on Twitter

NurseBarb on YouTube

(C) 2011 eGold Solutions; all rights reserved.

 

3WD Interview–Betsy Merryman June 21, 2011

Filed under: 3WD Interviews,Barbara,Betsy,Public Relations — Barbara Kowalski @ 4:23 pm

Betsy Merryman and I worked together at Fischer Health before it was purchased by Porter Novelli. Betsy was a true mentor, and even though we’ve both moved on we
have continued to stay in touch. She recently started Merryman
Communications
.

Betsy Merryman

  • How did you arrive in your current role?

Because I decided I wanted to quote Frank Sinatra and “Do it my way.”  Seriously, I wanted to find a way to do what I do best (partner with clients and team members in strategic communications) but without having to do it the typical agency way, which always burned me out with hours that were too long and too much travel – all of which took me away from my family too much.  Now I get to do what I like and be home for dinner.

  • What do you love most about the work you do?

I LOVE (and yes, with a capital LOVE) learning, and I’m always learning from new situations and opportunities, clients, team members, colleagues (including the Three Wise Dames) and my students.

  • Where is the most exotic place in the world that you’ve eaten?

The Peking duck was better in Hong Kong than it was in Beijing.  But then again that was a long time ago – and telling you how long ago will make me feel old.

(c) 2011 Modern Health Communications, Inc.; all rights reserved.

Related:

Merryman Communications Home Page

Twitter: @betsymerryman

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3WD Interview–John Bashkin June 16, 2011

I met John Bashkin through our mutual membership in the Bio2Device Group. He asked me to co-author an article in MDDI based on a presentation I gave to the group in April. The article with side bar has been published–Medical Device Makers Can Learn Social Media Skills from Pharma + ShareThis Example. I’d like to introduce my collaborator.

John Bashkin

  • How did you arrive in your current role?

I began my career as a technologist and gradually became more interested in how technology and business map onto each other to create commercially successful innovation. That’s where I’ve been working for past decade or so, with particular interest in life science and medical device innovations.

  • What do you love most about the work you do?

Working across a wide variety of technologies and clinical needs pushes me to constantly learn, and that keeps the work stimulating.

  • Where is the most exotic place in the world that you’ve eaten?

In the heart of the Ranomafana National Park in Madagascar, where I was volunteering on a lemur conservation project. Exhausted, soaked to the bone, covered in mud, and flicking off leeches – a can of sardines never tasted so good!

Many colleagues know of my fascination for the medical use of leeches so I have to say that I am a little jealous of John’s experience.

(C) 2011 eGold Solutions; all rights reserved.

 

3WD Interview–Kathryn Bowsher May 4, 2011

Filed under: 3WD Interviews,Debbie — Debbie Donovan @ 5:51 pm

I had the pleasure of working for Kathryn Bowsher when she was the VP of Marketing at Somnus Medical Technologies. I will always be grateful to Kathryn for hiring me to help re-brand the company’s products–Somnoplasty–treating upper airway disorders (snoring, sleep apnea). It was my first client-side position and we had a great time “clearing the way.” Whenever I have needed a reality check on a situation or wanted to share something really exciting, she has been there as a great mentor. Kathryn is also one of the best networked medical executives to know and thanks to her introduction I’ve met many other great professionals. I am thrilled that she agreed to be our first 3WD interview and give her a chance to talk about what she’s doing now.

Kathryn Bowsher

  • How did you arrive in your current role?

“After consulting for 11 years, a great opportunity knocked. A CEO position in a start-up a company with an innovative technology needed someone with my background in commercializing new medical technologies. As we talked, I realized it was a perfect fit and I couldn’t pass it up.”

  • What do you love most about the work you do?

“I love working with technologies and companies that make a real difference in their pursuit of profit. It is a true double bottom line. I started my career moving cash forward for Gramm-Rudman-Hollings targets.  I’ve discovered it’s much more fun to work with health care related technologies like PurThread‘s that we believe will make a meaningful and measurable difference in hospital infection control efforts.”

  • Where is the most exotic place in the world that you’ve eaten a meal?

“In China, only three months after Tiananmen Square… I took a boat ride (that included lunch) down Li River not far from Guilin province where we encountered people living without electricity. They most likely had no idea that dramatic events had taken place in the capital.”

(C) 2011 eGold Solutions, all rights reserved.

Related Posts and Sites:

Barbara Dunn’s Guest Post on HAIWatchNews.org

PurThread Home Page

Controversies in Hospital Infection Prevention Blog

 

Guest Post: Barbara Dunn from HAI Watch News

As a companion to our 3WD Kathryn Bowsher interview and her role as CEO of PurThread, I thought it would be appropriate to publish a guest post from blogger Barbara Dunn.

Earlier this year, the Department of Health & Human Services released its annual report on the quality of health care Americans receive. While there have been some improvements, hospitals still have work to do to put an end to the ongoing, but solvable, problem of Healthcare-Associated Infections (HAIs).

Caregivers and other healthcare professionals know steps need to be taken to protect patients from HAIs, but it will take strong leadership to make the changes necessary to reduce the likelihood of these life-threatening infections. To help achieve this goal, Kimberly-Clark Health Care launched “Not on My Watch” (www.haiwatch.com), a website that provides tools and information to help facilities eliminate HAIs.

I hope you will help in this effort by informing the readers of Three Wise Dames about this initiative. I’ve created a useful site that you’re welcome to grab resources from: http://haiwatchnews.com

Thanks Barbara, the ThreeWiseDames wish you the best in getting the word out about healthcare associated infections.

(C) 2011 eGold Solutions, all rights reserved.

Related Sites:

PurThread Home Page

Controversies in Hospital Infection Prevention Blog

 

 
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