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The Point of Care Marketing Association staff and Board of Directors consist of individuals with deep industry experience who are committed to advancing the goals of the POC channel.
By joining POCMA your organization will benefit from the collaborative efforts of major industry participants advocating for the POC channel.
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President, The Point of Care Marketing Association
Nicole is an industry leader with robust expertise in pharmaceutical and consumer marketing. She brings more than 20 years of experience to The Point of Care Marketing Association and previously served as VP, Group Director of POC Investment at Havas Media Group, a global marketing and communications group. During her time at Havas, Divinagracia created and managed their Point of Care capability, which included the emerging telehealth marketplace. She also leveraged her integrated experience to create an end-to-end media management approach, while advancing accountability standards for their health clients.
As the President of The Point of Care Marketing Association, Nicole is committed to educating agency partners and brands about the benefits and importance of connecting with patients, caregivers and HCPs in this channel. Nicole is currently implementing the association’s strategic plan, focusing on the POC channel’s continued growth, including the expansion of membership across industry stakeholders.
General Counsel (OFW Law)
Mason is outside General Counsel to POCMA. He is a Partner at OFW Law in Washington DC and is the head of the firm’s Digital Health Practice Group. Mason principally advises the POCMA staff and the Board of Directors on all legal matters and governance issues. Since advising the association since 2015, he has focused on implementation of POCMA’s Verification and Validation Guidelines and advises POCMA committees on initiatives that are intended to promote and elevate the Point of Care channel and industry. Along with providing counsel to trade associations, Mason’s specialty is advising media companies, agencies, and pharmaceutical companies on the marketing and advertising of drug products, antikickback, beneficiary inducement, and HIPAA, among other related topics.
CPA (Johnson Accounting LLC)
Bio to come
SVP Managing Director, Targeted Media Health
Board Co-Chair, The Point of Care Marketing Association
John is a seasoned business leader who has more than three decades of experience in hands-on strategic marketing and sales management in the healthcare industry. John is a recognized pioneer in the point of care space and is known for his passion, strategic thinking, and overall creativity. As SVP Managing Director of Meredith’s Targeted Media Health division, John oversees all aspects of business development, strategic partnerships and sales. He and his team consistently deliver outstanding POC program performance resulting in extraordinarily high customer satisfaction levels.
John has a Bachelor of Business Administration, Marketing, from Grand Valley State University/Seidman College of Business.
Chief Client Officer, PatientPoint
Linda Ruschau is the Chief Client Officer at PatientPoint, the trusted market leader of patient and physician engagement solutions at the point of care. As Chief Client Officer, Linda leads the national client sales and service teams to collaborate with healthcare brand partners to impact that magic moment when patients and physicians come together for treatment discussions. She brings over 30 years of experience in marketing across pharmaceutical, OTC and CPG brands. Her immersion and passion for the Point of Care channel is evident, as what fuels her energy is speaking with clients and agency partners and helping them problem-solve. As one of PatientPoint’s first employees, Ruschau helped the organization pioneer the concept of aperture marketing—reaching the right patient at the right time with the right third-party influencer. While products have certainly evolved, the concept of developing solutions that continue to change patient behaviors and outcomes in exam rooms, waiting rooms and clinical areas is still driving success for brands today.
After earning her degree in business administration from the University of Cincinnati, Linda went to work for Procter & Gamble in their sales leadership program. Linda regularly shares her insights in writing and as an energizing speaker at industry events, serving as the keynote emcee for the DTC National Top 25 DTC Marketers and DTC Hall of Fame Awards and bringing her always-fresh perspective to Digital Pharma East, the Digital Health Coalition and multiple women’s leadership conferences. She was named to the prestigious MM+M Hall of Femme in 2018 and was a recipient of the 2017 PM360 ELITE Sales MVP award. Linda also serves as an Advisory Board member of the Digital Health Coalition. Most recently, Linda is continuing to hone and support women in leadership positions with membership in CHIEF, a private network for the most powerful women in leadership.
Richard Awdeh, MD, Chief Executive Officer of CheckedUp, is a dedicated medical technology entrepreneur & highly regarded practicing ophthalmologist who founded CheckedUp in 2012 to create a pathway of revolutionizing the way doctors care for their patients and empowering patients’ decisions through point of care education.
In addition to his work at CheckedUp, Dr. Awdeh continues his surgical practice at the Bascom Palmer Eye Institute, as a Cornea-Refractive Surgeon and Professor. He also serves as Chairman of the FDA Dermatologic and Ophthalmic Drugs Advisory Committee. In 2010, he founded a medical technology incubator, Cirle, that develops state of the art medical devices for use in ophthalmic surgeries. The company maintains a robust research and development pipeline and developed a 3-dimensional surgical navigation system for eye surgery, which has recently been registered with the U.S. FDA.
Sarah is a multi-channel health and wellness marketing strategist specializing in Point of Care, Electronic Health Records, Telehealth media and partnerships.
Sarah brings more than 17 years of pharmaceutical experience to the table and has led marketing and media strategy for many of PHM’s largest clients. She has expertise in the development of multi-channel promotional campaigns that expand across Advertising, Search Engine Marketing, Point of Care and Electronic Health Records. Her dedication to analysis, optimization and strategy has been central in helping her clients achieve their goals.
Sarah’s vast experience has been centered on healthcare since early in her career when she served as a communications analyst for Bristol-Myers Squibb. In addition, Sarah built her marketing communications skills working in the sports and entertainment industries for the New York Knicks, Madison Square Garden, NBC Olympics and Universal Orlando Resort. Sarah is passionate about Point of Care and continuously challenges her agency, and the industry, to push forward with innovative solutions to connect patients and caregivers.
SVP Business Development, ConnectiveRx
A senior biopharma business development executive with a passion for creating solutions and partners along the way. She has experience working across 30 plus pharma accounts, delivering complex patient access solutions that solve her clients’ largest challenges and lead to long-term customer relationships. Personally, as a cancer patient and caretaker in her family, she sees when solutions that sounded great in planning sometimes land flat in the real world for patients and providers. She brings vision and strategy to her endeavors and her insights have led to the development of new offerings as well as improvements to existing services.
EVP Health Investment
Holly joined Havas Media Network in 2017 to lead the agencies health investment portfolio. Her focus is on investment strategy, and developing media partnerships for our portfolio of health brands including pharmaceutical, insurance health systems and wellness brands.
A health media veteran who has driven digital strategy and investment, Holly has always raised the bar to deliver both creativity, transparency, and accountability through media programs focused on innovation and omnichannel experiences across the media experiences. Holly has expertise in the development of omni channel promotional campaigns that expand across digital, search, social, and point of care. Her inquisitive approach to all things, problem solving ability and focus on data and optimization has been central in helping her positively impact clients business.
Holly has strong health and wellness experience having led digital strategy and investments for 15+ years. Over the course of her career, Holly has had the privilege of spear heading digital programs for some of the world’s biggest health brands. She lives at the jersey shore, is a mom to three (plus one dog) and is an avid Alabama football fan. #Rolltide
Chief Client Officer, Doceree
Kamya Elawadhi, the Chief Client Officer and a founding member of Doceree, is a visionary leader who has created an unparalleled client experience. With her exceptional skills, Kamya has successfully delivered remarkable growth for the company. Her passion for advertising started at a young age, and she was always captivated by the power of 30-second stories that sold dreams. This passion for advertising propelled her into the industry and beyond, leading her to tackle one of the most stagnant areas she encountered: healthcare marketing. Seeing the digital lag in the healthcare sector compared to the consumer brands she adored, she leaped into the entrepreneurship journey with Doceree aiming to revolutionize how we think about healthcare marketing. Kamya is a confident leader who is determined to create a lasting impact in the industry.
Senior Vice President & General Manager, Veradigm Life Sciences
Stuart is an accomplished business operator with successful general management and commercial leadership experience. He has broad global proficiency in the Life Sciences, information services, and clinical research industries. His leadership in building out mutually beneficial client relationships has been widely recognized within the healthcare ecosystem. Prior to joining Veradigm, Stuart served in senior leadership roles at IQVIA, Symphony Health, and Signant Health.
VP, Head of Marketing, GoodRx
Lyndi Hirsch is a data-driven marketing executive with over 20 years of experience commercializing specialty and orphan disease therapies in the highly regulated and hypercompetitive U.S. market. Her commitment to patient empowerment and reducing the stigma of chronic diseases has enabled her to build strong relationships and enduring communities across a wide range of disease areas.
She is currently VP of Marketing at GoodRx for its fast-growing pharma-facing business. She previously had senior marketing leadership roles at well-known health tech and media organizations, as well as a series of strategic HCP and consumer marketing positions in pharmaceuticals at Dermira, MAP Pharmaceuticals, Human Genome Sciences (now GSK), Genentech, Serono and Biogen.
CEO, Formedics LLC
Greg Jackson is CEO of Formedics LLC, a healthcare media company with a dynamic HCP engagement and marketing platform for pharmaceutical and life science brands to leverage proprietary AI-driven data insights, extensive reach, and a distinctive mix of channels to deliver impactful engagement. Since joining in 2019, Jackson has driven significant growth, establishing Formedics as the parent company of flagship properties Physician’s Weekly and Figure 1, and achieving an average 25% annual growth in opt-in POC office locations. Previously, Jackson spent eleven years at Everyday Health holding positions of President, Chief Data Officer, EVP of Sales Operations, and SVP of Marketing. During that time, the Company’s revenue grew 10-fold, had a successful IPO, and divesture to J2 Global. Jackson also served as President & CMO of Fathead Inc., EVP of Marketing & Operations at Gaiam Inc., and VP of the Columbia House Company. Jackson holds an MBA in Marketing from Rutgers University and a B.S. in Business Administration from Boston University.
David Linetsky is responsible for cultivating Phreesia’s partnerships with Life Sciences companies, supporting them in the development of healthcare products that deliver value and engage patients in their care. He has worked at Phreesia for more than a decade and held key leadership roles, including Vice President of Analytics and Insights, and Vice President of Finance.
Prior to joining Phreesia, David worked in academia as a researcher and instructor in the fields of biotechnology, mathematics and philosophy. David holds a BS in mathematics from the University of Alberta. He also earned a master’s degree and was a PhD candidate in mathematics and logic at the City University of New York.
Dave is currently CEO of Health Monitor, a leading targeted healthcare marketing platform company, and a founding member company of the Point of Care Marketing Association.
Prior to joining Health Monitor, Dave has 25+ years’ experience in healthcare marketing and advertising, having led major global agencies as President at both Publicis and Havas networks. He also has experience on the client-side, as a Procter and Gamble-trained brand marketer, and spent 5 years as head of sales and marketing for Roche Diagnostics.
Dave is an adjunct faculty member at St Joseph’s University graduate school of business, where he teaches both marketing and sales management courses to MBA students.
Group General Manager , WebMD
Steve Peraino is WebMD’s Group General Manager of Consumer Services, a position he has held since March 2018. Mr. Peraino has been a member of the leadership of WebMD and its predecessor companies for 15 years. He is continuously inspired and driven by WebMD’s mission to enable people to live better lives by empowering decisions and actions that improve their well-being and health outcomes.
Prior to joining WebMD, Mr. Peraino held the position of Vice President of Business Development for MicroMass Communications, and Director of National Accounts for Physician’s Online. He served with honor and distinction in the United States Coast Guard, receiving two ‘Commandants Letters of Commendation’ awards.
Wills Robbins is the Founder and CEO of Constant Media, a leading provider of point of care media. Since its inception in 2011, Constant Media has provided innovative award winning POC programs to a wide range of pharmaceutical companies.
The patient education programs he’s developed in conjunction with health care practices main goal are to enhance the patient/care giver dialogue, improving health literacy and outcomes. They have also proven to provide strong ROI results for the pharmaceutical brands, enabling Constant Media to experience significant growth since 2011.
Craig Mait is President and Chief Revenue Officer at Mesmerize. He earned his J.D. from New York Law School, and practiced law for 7 years at Mait, Wang, & Simmons in New York before joining Mesmerize in 2009. Craig leads the combined point-of-care and out-of-home sales team and plays a vital role in developing strategic business partnerships and joint ventures. In his free time, Craig enjoys running, going to the beach, and spending time with his two children. He can always be counted on for the best restaurant recommendations.
Principal, ZS Associates
Victoria has over two decades of experience leading health care marketing strategy and data analytics programs. She has particular expertise in the areas of integrated DTC promotions and measurement, product launch planning, digital strategy, multi-channel strategy, peri-LOE strategy and point of care programs. Victoria has experience working in nearly all areas of health care ecosystem marketing including physician and health systems, medical schools, medical supplies, managed care plans, medical devices, OTC products and pharmaceutical products. At ZS, she is a leader in the Patient and Consumer Health Practice Area and co-authors the Point of Care Industry Report.
Victoria holds an M.B.A. from Columbia Business School, a Group Benefits Associate certification from IFEBP, and a B.A. from the University of Iowa.
Chief Growth Officer, Populus Health Technologies
Currently, as the Cofounder and Chief Growth Officer of the virtual care media network, Populus Health Technologies, Ray oversees all sales, product development and ad operations. He cofounded the innovative platform back in 2019, as the first media network dedicated to content and marketing in the expanding area of digital healthcare.
Prior to the creation of Populus Health Technologies, Ray was the SVP and GM of Channel Strategy for Gimbal, a digital marketing platform spun out of Qualcomm and a leader in data and location-based media. There he led a team creating new partnerships and sales efforts across various media channels.
Before Gimbal, he was the CEO of Posterscope, the leading out of home media planning and buying agency in the US and part Dentsu, overseeing over $500MM in ad spend from clients such as GM, Home Depot and Disney.
He was also the founder of Target: Health, the first media planning and buying agency focused on point of care and targeted healthcare environments for WPP/GroupM where his clients included BMS, Novartis and GSK.
He is a graduate of St. John’s University in NYC and has a certificate from MIT for Data Analysis and Research.
Chief Commercial Officer, OptimizeRx
As OptimizeRx’s Chief Commercial Officer, Steve Silvestro is tasked with growing revenue. He does it by doing what he does best: building successful teams. Putting into practice his huge skillset, honed over 20 years of operational, commercialization, and global market strategy experience, Silvestro oversees our vibrant sales growth, promoting platform adoption in the patient, provider and pharma ecospheres, and delivering strategic growth plans across all business units.
We are excited to collaborate with the POCMA and accelerate Point of Care education, marketing, communications and innovation to provide patients, caregivers and healthcare professionals with credible, equitable health solutions so everyone, everywhere, can live longer, healthier lives.
Kelly Cunha Pokorny
