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.


MedTech Vision 2011 Conference October 2, 2011

Filed under: Debbie,Lisa,MedTech Women,strategy,Women consumers — Debbie Donovan @ 2:54 am

THEME: Advancing Care through Access, Cost and Innovation: Opportunities in the New Era of Med Tech

Lisa and Debbie spent two glorious days at this inaugural event. It was incredible to be in a room filled with powerful, successful women all from the MedTech industry. It was a nice change of pace to have the focus just on devices and diagnostics (no pharma or biotech, with all due respect). Speakers from all corners of the industry were featured in keynotes and in well organized panel discussions—each could have gone on for hours. The setting, refreshments and accommodations were spectacular, especially for out-of-area attendees.

Hats off to the catalysts and organizing committee; since you were able to pull off a stunningly successful event, you have a group ready to set a new course for evolving the industry that has captured our hearts and minds.

Quotable Moments–highlights from our notes:

Thursday AM

Thursday PM

Friday AM

Related links

Medtech Vision 2011

MedTech Women

2011 (C) eGold Solutions and pH Consulting; all rights reserved.


MedTech Vision 2011 Conference Thursday AM

Filed under: Debbie,Lisa,MedTech Women,Patient,Women consumers — Debbie Donovan @ 2:49 am

Related Links:MedTech WomenMedTech Vision 2011 Conference

Name, Affiliation

Session Title

Notes, Quotable Moment

Bray Patrick-Lake, president and CEO of the PFO Research Foundation Patients are More Than a P-value: The Path Forward From the Patient PerspectiveKickoff Keynote Lost in translation
Be the patient; be uncomfortable.
Nancy Lynch, MD – Orthopedic surgeon, Independent Orthopedic Technologies Consultant Physician Panel – Defining and Addressing the NeedModerator How does the product positively change the patient flow and meet the clinical goal?

Francine Kaufman, MD – Pediatric endocrinologist, Children’s Hospital of Los Angeles; Former President, American Diabetes Association; Chief Medical Officer and VP, Global Medical, Clinical and Health Affairs, Medtronic Diabetes


Panelists Lots of unmet needs in chronic diseases – primarily time to support and reinforce care protocols:  Need to be creative and consider other avenues to assist patients to assist themselves, i.e.  Physician extenders – as in nurse educators at drugstores to meet and work with patients, web-based live interactive coaching to reinforce patient specific protocols and fundamentals for disease management – because the patient doesn’t absorb everything in the 15 minute visit with the doctor.

Donna Pacicca, MD – Orthopedic surgeon, Children’s Mercy Hospital, Kansas, MO

Panelist Pediatrics – the very definition of unmet needs.  Nearly everything used in pediatric care is derived from remaking adult designed product – understandably it is not profitable to make for every size pediatric patient, however manufacturers should make for range, specifically for pediatrics. Also, observe how physicians work – what processes, patient flow, how they use the product before designing something new

Shyamali Singhal, MD, PhD, Surgical Oncologist and Medical Director, Cancer Center at
El Camino Hospital

Panelist Clinical studies are designed to show benefit from mortality, vs. Quality of Life – there is a real opportunity in the QOL realm.

Manufacturers need to ensure that their developments DO NOT add steps, process additions, time, inconvenience or demand additional resources be added for the sake of using a new product – think reduction of time, resources, learning curves of the providers simultaneously while benefiting the patient


Bonnie Weiner, MD – Professor of Medicine, University of MA Medical School; Director Cardiovascular Medicine Fellowship Program, St Vincent Hospital; Board Chair, Chief Medical Officer Accreditation for Cardiovascular Excellence; Former President, Society for Cardiovascular Angiography and Interventions Panelist Unmet needs can best be defined by [manufacturer’s] assembling all the available data (instruments, processes, tx protocols) to find the needle in the haystack – that makes it better for the patient and easier for the physician.  Follow a physician through a day of patient treatment BEFORE making the perfect widget.   Great opportunities in development that align with defining care protocols that take into account risk stratification leaving room for further intervention if indicated
Tamara Elias, MD – Principal, Essex Woodlands Investment in Medtech Panel – Where Do We Go from Here?Moderator Cycle or fundamental shift?
Amy Wendell – Senior VP Strategy and Business Development, Covidien Susan E. Morano – World Wide VP of New Business Development, Johnson & Johnson Medical Devices & Diagnostics Group Beckie Robertson – Managing Director ,Versant Ventures Mercy Forde – Senior Relationship Manager, Venture Capital & Private Equity Services,
Silicon Valley Bank Ashley Ledbetter Dombkowski, Ph.D. – Chief Business Officer, 23andMe
Panelists All echoed:Product ideas that landed in a white space and fill significant, unmet clinical needs.
Deal structures involve new collaborative models

2011 (C) eGold Solutions and pH Consulting; all rights reserved.


MedTech Vision 2011 Conference Thursday PM

Filed under: Debbie,Lisa,MedTech Women,Patient,Women consumers — Debbie Donovan @ 2:39 am

Name, Affiliation

Thursday PM Sessions

Notes, Quotable Moment

Sandra J Miller – Director, Kauffman Labs for Enterprise Creation Lunch & CEO Roundtable – The New Face of Leadership


What’s your word?
K. Angela Macfarlane – President and CEO, ForSight Labs Panelist Hold problems
Beverly Huss – President and CEO, Vibrynt Panelist Still haven’t found what I’m looking for
Lisa Earnhardt – President and CEO, Intersect ENT Panelist Get alignment (not necessarily consensus)
Ferolyn Powell – DVP & GM, Abbott Vascular Structural Heart (formerly CEO of Evalve, Inc) Panelist Hire your sister
Hire taller (then self)
Alexandra Lansky, MD – Director of Yale Cardiovascular Research Group New Clinical Opportunities Panel – Health of Women, Not Just Women’s HealthModerator Health issues unique to women and hire incidence in women
Lisa M. Tate – CEO, WomenHeart: The National Coalition for Women with Heart DiseaseLynn Westphal, MD – Director of Women’s Health at Stanford University

Ellen Goldberg – Marketing Strategy Consultant; former Vice President, Marketing, Crescendo Bioscience

Cardiovascular Panelists If under diagnosed then it’s under treated—funnel is not right size.
Deborah Kilpatrick – Senior Vice President, Commercial, CardioDxMarie Barry – Industry Consultant, Biotechnology and Pharmaceuticals

Vibeke Strand, MD, FACP, FACR – Adjunct Clinical Professor in the Division of Immunology and Rheumatology, Stanford University School of Medicine

Rheumatoid Arthritis Panelists No cures
Higher incidence of cardiovascular problemsPracticed patient
Anne Abreu – Director of Reimbursement, Sonitus Medical Reimbursement Case Study Panel – Getting Good Innovation Paid For
Without Breaking the Bank Moderator
Anything is possible; nothing is easy
Betsy Thompson, MD, DrPH – Chief Medical Officer, CMS Region IX Panelist Consider the magnitude of the risk and benefit against reasonable and necessary
Robin G. Cisneros – National Director, Medical Technology Assessment and Products, The Permanente Federation Panelist Look at everything (data wise)Dr. Eddy—QOL are things patients feel and care about
Liesl Cooper – VP Healthcare Economics, Policy and Reimbursement, Covidien Panelist Ecosystem is changing
There’s an art to health economics
Lisa Suennen – Managing Member, Psilos Group Managers Healthcare Costs and Innovation Panel – Friends or Foes? Moderator Key innovations?
Molly Joel Coye, MD, MPH – Chief Innovation Officer, UCLA Health System, University of California, Los Angeles Panelist Show customers how to make the decision
Remote home monitoring + telemedicine
Michelle Heying – President and COO, DynaVox Technologies Panelist Cost sensitivity in the patient pathway
Tablet technology
Deneen Vojta, MD – Senior VP of the UnitedHealth Center for Health Reform and Modernization Panelist Solve a real problem
Facebook as adult anti-depressant
Ginger Graham, former president and CEO, Amylin Pharmaceuticals, and former group chairman, Office of the President, Guidant Corporation Continuing to Innovate in Today’s Economic and Regulatory EnvironmentIndustry Keynote GeneticsRetail-ization of healthcare delivery

Globalization of middle class

Healthcare companies redefined models

Personal Technologies

  • Stand without moving
  • Make statements without upward voice inflection

Related Links:

MedTech Women

MedTech Vision 2011 Conference

2011 (C) eGold Solutions and pH Consulting; all rights reserved.


MedTech Vision 2011 Conference Friday AM

Filed under: Debbie,Lisa,MedTech Women,Regulatory,Women consumers — Debbie Donovan @ 2:33 am

Name, Affiliation

Friday AM Sessions

Notes, Quotable Moment

Ellen Zane, president and CEO Tufts Medical Center, Boston MA Bringing it All Together: Clinical Practice, Industry, Research & Education Providers brand increases cost
Insurers need to be value-driven Employers’ fair share
Consumers need to become cost conscious and take responsibility Government pay fairly
Lisa Greenwald-Swire, JD – Principal, Fish & Richardson Emerging Markets Panel – New Frontier of Growth Moderator Expanding middle class Health care system consuming implants, disposables and diagnostic imaging
Nancy Travis – Vice President Global Strategy Advamed, former Deputy Director of US State Dept Office of Economic Policy in the Bureau of Easter Asia and Pacific Affairs Panelist In the next 5 years, China will export more med tech to the UYS/EU—current quality is low, counterfeit
Wendy X. Shao – Managing Director & Chairman of Board of R&D Systems China Co. Ltd. Panelist Healthcare identified as a key industry in the 12th 5-yr plan
Natasha Leskovesk, RN, JD – Partner, Cooley LLP, former researcher, NIH Regulatory Panel – Panels, Pivotals and Pain Moderator Data needed to satisfy agency is also needed to sell product to customers
Debra J. Rasmussen – Senior Director Regulatory Affairs, Companion Diagnostic CoE, Johnson & Johnson Panelist JNJ keeps submitting on schedule, focused on customer needs and wants
Jonette Foy, Ph.D. – Acting Deputy Director for Science & Regulatory Policy, Office of Device Evaluation, CDRH Panelist Communicate with agency early and often, flurry of draft guidance—please comment, improving transparency and predictability
Elaine Tseng, JD – Partner King & Spalding LLP, former FDA Counsel Panelist Draft guidance is making more clear the practice that has developed and is in use
Cindy Domecus, RAC (US & EU) – Principal, Domecus Consulting Services LLC Panelist “I no longer have the answer, just pray”
510(k): there’s a lower tolerance for the gap between base products and equivalents
trend toward de novo process
Tamara Fraizer, JD, PhD – Principal, Fish & Richardson Entrepreneurship Panel – Starting and Building Successful Companies in the New World Order Moderator Patent reform bill signed into law by Obama
Are leaders born or made?
Stacy Enxing Seng – President, ev3/Covidien Peripheral Vascular Panelist Born + rise to occasion Find the unmet and unfunded needs
Denise Zarins – Co-Founder, Ardian/Medtronic Panelist Born + education + luck (track record)
Karen Talmadge, PhD – Co-Founder of Kyphon and former start-up CEO Panelist Born (passion)
Prove the opportunity to yourself—be skeptical No short cuts, do each step
Erica Rogers – COO, Medicines360 and co-founder of Visiogen Panelist Born + big company experience See one; do one
Not all great ideas get enough funding to get to market

Related Links:

MedTech Women

MedTech Vision 2011 Conference

2011 (C) eGold Solutions and pH Consulting; 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

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.


Marketing From on High July 6, 2011

Domenico Ghirlandaio – The Visitation 1491

Recently, I had a very special experience. My best friend was ordained as a priest in the Episcopal Church. The ordination was lovely and stirring. The offerings of support and affirmation of worthiness were abundantly proffered on her behalf by the many whose lives she has touched, mine especially.

 We have many conversations about the parallels in our respective career paths. We come from the same humble and rewarding beginnings – nursing. Her path took her to the spiritual side of wellness while I’ve followed the therapeutic path. The director of our nursing program drilled into our psyche that each patient must be cared for wholly. This tenet stuck with us, a foundation we spring from as we pursue our particular sliver of wellness expertise. And, it comes in handy to have complementary expertise to reach for, when needed.

 Although the nature of the work we do is different there are two things that are the same. There is a person who needs care and to provide care we must connect with the personConnecting with the person is the very definition of marketing.

In today’s world we are regularly pummeled with information, brands, and messages. See the very cleverly demonstrated example by an arts group ‘Studio Smack’ [cool name] in their video report. Lots and lots of noise – visual and auditory, all designed to capture and keep our attention. So much so, we are becoming blind and deaf to much of it. This presents obvious challenges to the marketer who wants to connect with the person who needs that which we offer.

A priest and hospital chaplain – her former manager, delivered a homily of her work. The consistent thread throughout the history of her work is her ministerial style. Whenever considering how to reach the ever-so-slightly-out-of-reach individual, she sought input by inviting her manager to walk and talk with her. This ‘walk and talk’ method, out of the office, away from the walls, distant from a sanctuary has become her trademark.

To reach the individual in need, she goes to them. She does not wait for them to come to her. She goes to where they are.  She doesn’t require they come to a defined and assigned place. From her time within the sanctuary at the altar she knows that there are few inside, many more are not. And from her work in the field she knows that those outside of the traditional space are no less in need or of wanting. To connect with the person and provide service, she must be where they are, when they are there. She has identified how to market her services. She knows that what she has to offer can benefit many however, it is the one-on-one relationship that is most impactful. And her most effective marketing is word-of-mouth from those she has served. She has more than mastered the ‘P- Place’ in the marketing mix.

My work in life sciences involves specialized and sophisticated technologies. The value of the technologies can only be realized when applied to the person in need of the particular care the technologies provide. It is a long way from development labs to patient care. To get to the right patient at the right time in the right place is my favorite challenge.

Successful contact with the right patient requires mastering the right marketing mix. I invite you to read examples of highly effective marketing in the postings by my blog partners.

Should you find yourself faced with business challenges reflected in their postings I encourage you to connect with them – Debbie Donovan and Barbara Kowalski.

My best friend – the newly ordained Reverend and I do different work. She cares for the soul and spirit; I care for body and mind. However, we both use marketing to promote our type of care. And I am reminded by observing her trademark style that to reach the masses, I must connect with the individual – a highly specialized method of marketing.

(C) 2011 pH Consulting; all rights reserved.


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