Leadership & Governance
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.
Nicole Divinagracia
Nicole Divinagracia
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.
Mason Weeda
Mason Weeda
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.
Dave Paragamian
Dave Paragamian
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.
Linda Ruschau
Linda Ruschau
Linda Ruschau is the Chief Commercial Officer at PatientPoint, the trusted market leader of patient and physician engagement solutions at the point of care. As Chief Commercial 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
Richard Awdeh
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 Bast
Sarah Bast
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.
Laura Blair
Laura Blair
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.
Matt Botkin
Matt Botkin
Matt Botkin’s extensive leadership experience and innovative accomplishments make him an outstanding fit for the POCMA board. With over 20 years of expertise, Matt has consistently excelled in advancing impactful initiatives, including pioneering the first financial savings integration into the EPIC electronic health record (EHR) at the premier health system in Ohio. This groundbreaking achievement demonstrates his commitment to leveraging technology to enhance healthcare delivery, aligning perfectly with POCMA’s mission to advance patient healthcare outcomes through the effective use of the POC channel. As a University of Chicago Booth MBA graduate, Matt brings a strategic vision grounded in practical execution. His ability to advocate for growth, education, and ethical industry standards mirrors POCMA’s dedication to guiding the POC industry toward innovation and best practices. Matt’s expertise and passion position him to contribute meaningfully to POCMA’s role as a leading resource for advancing patient and HCP education at critical moments of care.
Maria Cipicchio
Maria Cipicchio
Maria Cipicchio is the Senior Vice President of Product Marketing at OptimizeRx, a leading healthcare technology company. With two decades of experience in healthcare marketing, Maria is passionate about helping patients gain access to groundbreaking treatments by leveraging innovative data integrations and technologies to transform life sciences commercialization practices.
Maria began her healthcare career within the Dana-Farber Cancer Institute’s development division, later advancing to a clinical trial recruitment firm where she helped pharmaceutical manufacturers adopt new strategies and technology to accelerate global trial enrollment. Prior to joining OptimizeRx, she spearheaded marketing efforts for the launch of Decision Resources Group’s real-world data and analytics offerings. Her further leadership in rebranding the business to externally integrate more than 13 individual solutions areas was pivotal in positioning the company as an end-to-end commercialization solution, culminating in its acquisition by Clarivate.
At OptimizeRx, Maria has been instrumental in reshaping the company’s image, driving its evolution from a niche point-of-care network to a comprehensive tech-enabled marketing solutions provider. She has successfully launched multiple products, diversifying the organization’s portfolio and strengthening its value proposition for life sciences and healthcare advertising agencies.
Known for her ability to simplify complex challenges, Maria thrives on crafting and executing practical communications strategies that highlight brand strengths and differentiate organizations in competitive markets.
Christine Mormile
Christine Mormile
Christine has over 18 years of agency experience in developing marketing solutions acrossnumerous verticals. With vast multichannel experience, Christine has produced omnichannelmedia plans to support products in various pre-and-post approval phases of their lifecycle.She has developed recommendations that reach HCPs and Patients, across multiplespecialties. Christine is also a member of She Runs It, formerly known as Advertising Womenof New York.
Related to POC, Christine is an active member of the Point of Care Marketing Association andhas actively planned / purchased POC and EHR media for various pharmaceutical companiesfor over 10 years. She is also a founding member of CMI Media Group’s Point of Care Center ofExcellence – an internal team that supports awareness of point of care solutions andeducates about the POC industry landscape.
Kamya Elawadhi
Kamya Elawadhi
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.
Stuart Green
Stuart Green
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.
Greg Jackson
Greg Jackson
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.
John Kenyon
John Kenyon
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.
David Linetsky
David Linetsky
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.
Nate Lucht
Nate Lucht
Nate brings innovative thinking, diverse industry experience, and unique perspective to the evolving world of point of care marketing. In a career spanning more than twenty years, Nate has held a variety of management and senior leadership roles within IRI, Boston Consulting Group, and General Mills. With his robust background in strategy and data analytics, Nate has played an integral role in InStep Health’s expansion into digital channels and leading the company’s growth in the pharmacy and HCP sectors. He holds a bachelor’s degree in Finance from the University of Minnesota and earned his MBA from the Kellogg School of Management.
Craig Mait
Craig Mait
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.
Ray Rotolo
Ray Rotolo
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.
Richard Murphy
Richard Murphy
Rich oversees the entire AAM organization including media assurance services, strategy, marketing, finance, human resources and business innovation. He was named president of AAM in March 2023 following AAM’s merger with BPA Worldwide where he held several executive positions including CEO and EVP of global operations. A graduate of St. John’s University, he is a licensed CPA in the state of New York and a Certified Information Systems Auditor (CISA). Rich also serves on the board of directors for ANA Business Marketing NYC, the largest business marketing chapter of the Association of National Advertisers (ANA).
Steve Peraino
Steve Peraino
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
Wills Robbins
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.
Brad Royer
Brad Royer
Brad Royer is an accomplished product management professional with more than 15 years of experience driving product development and strategy within the dental and healthcare industries. With a proven track record of success, Brad has played a pivotal role in the growth and enhancement of products at Office Ally. His expertise lies in identifying market opportunities, gathering and analyzing customer feedback, and leading cross-functional teams to deliver innovative solutions. Connect with Brad on LinkedIn to learn more about his contributions to the field of product management.
Victoria Summers
Victoria Summers
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.