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.
POCMA Leadership
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.
Bethany Adams
Bethany Adams
Bethany is a media professional with 15 years of experience leading cross-channel media strategy, planning, implementation, and optimization across diverse industries including pharmaceuticals, hospitality, lifestyle, utilities, home services, health insurance, food and beverage, and instore retail. For the last 5 years, Bethany served as Director of Point of Care at Publicis Health Media and has previously served as a Chairperson for the POCMA Standards and Solutions Committee. When she is not a work, you can find her with her head in a book, trying out the newest restaurant with her husband, baking, or attending one of the many activities that keep her kids - and her- busy.
Leigh Shelnutt
Leigh Shelnutt
Leigh Shelnutt is an association management professional with experience in membership growth and engagement, organizational operations, and program development. Throughout her career, she has focused on strengthening the member experience, improving internal processes, and building systems that help associations operate more effectively and deliver greater value to their members.
As Associate Director of Operations & Membership for The Point of Care Marketing Association, Leigh oversees membership operations and supports the association’s programs, processes, and day-to-day operations. She works closely with POCMA leadership, members, committees, and the Board of Directors to support member recruitment and engagement, certification, governance, and other key association initiatives.
Leigh brings a process-focused approach to association management, with a particular interest in using technology and automation to streamline operations and create a more seamless experience for members. She is committed to supporting POCMA’s continued growth while ensuring members have the resources, connections, and opportunities they need to engage meaningfully with the association.
Board of Directors
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.
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.
Josh Barocas
Josh Barocas
Josh leads agency relationship and strategic partnership initiatives for Doximity. With more than 15 years of experience in the pharma industry across HCP, DTC, and POC channels, Josh is passionate about crafting strategic partnerships that facilitate growth and unlock new opportunities for all stakeholders.
In his role, Josh works closely with leading agencies to identify opportunities, structure collaborative agreements, and ensure that agency partners have the tools and support needed to deliver exceptional results for their clients.
Prior to joining Doximity, Josh gained valuable experience from both the publisher and agency perspectives, giving him a comprehensive understanding of the pharma marketing landscape from multiple vantage points. His multi-disciplinary background includes leadership roles in partnerships, corporate development, sales, strategic planning, business operations, and finance at both growth-stage companies and well-established industry players, including PHM, Time Inc, Sharecare and CNN. Josh earned his bachelor's degree in Finance from the University of Texas at Austin.
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.
Jim Decker
Jim Decker
Jim currently serves as Chief Commercial Officer at CheckedUp, where he oversees corporate strategy, new product development, and merger and acquisition activities. He previously held the role of Chief Revenue Officer at CheckedUp, along with several other leadership responsibilities. Jim has been an active member of POCMA for many years, serving on multiple committees and previously chairing the Validation & Verification (V&V) Committee.
Prior to joining CheckedUp nine years ago, Jim was Chief Sales and Marketing Officer at Medflow/IO Practiceware, where he partnered closely with the CEO across all aspects of the business, including product development, operations, finance, and mergers and acquisitions, while also leading all sales and marketing initiatives.
With over 30 years of experience, Jim has held senior leadership roles across healthcare IT and telecommunications. He is known for combining proven sales expertise with a process-driven management approach and a strong ability to motivate teams to achieve exceptional results.
Jim earned his B.A. in Marketing from Hofstra University. He resides on Long Island, New York, with his wife of 27 years, Andrea, and their three children: Anna (25), Thomas (23), and Grace (20). His charitable involvement includes supporting Children’s International, JDRF, and Shoot Out For Soldiers, an organization dedicated to assisting veterans.
AJ Dopwell
AJ Dopwell
AJ has a passion for providing access to better healthcare, and for pushing the pharmaceutical industry to find supportive solutions for patients, caregivers and healthcare professionals. With over 20 years of healthcare and marketing experience spanning major pharma, consulting and agency positions, AJ has spent most of his career focused on developing promotional strategies and creating resources to reach and engage individuals across the healthcare ecosystem who either treat or are impacted by chronic diseases.
Currently, he serves as Executive Client Lead at CMI Media Group where he is responsible for managing key client relationships and for ensuring that all agency-provided services address key business challenges. AJ oversees a team of 100+ passionate professionals each with a critical role in keeping clients “giddy & satisfied” with the strategic support provided daily.
Prior to (re)joining CMI Media Group, AJ spent nearly eight years on the “client side” working with Novo Nordisk, Inc. Here, AJ held multiple roles within Omnichannel Marketing as well as Brand Marketing. During his tenure, AJ played a key role in multiple product launches including Ozempic® (semaglutide) injection, Rybelsus® (semaglutide) tablets and Wegovy®
(semaglutide) injection. In his most recent role with NNI, he led Non-Personal Promotion strategy for the US Obesity therapeutic area with a primary focus of overseeing all NPP initiatives for the Wegovy® (semaglutide) injection megabrand. Additionally, he was the US-lead for HCP Conference exhibits; working in close partnership with his global colleagues as well as MLR to align on exhibition strategies and clinical content selection.
Before NNI however, AJ was Vice President, Media with CMI Media Group, where he oversaw the development of paid media strategies designed to drive brand awareness, trial & usage among HCPs. To drive success for his clients, it was essential for AJ to collaborate with cross-functional teams both internally and externally.
Over the years, AJ has guest lectured at his alma mater Temple University speaking with students preparing to launch their professional careers in marketing, media and communications. AJ lives in the Greater Philadelphia area with his partner, Mark and their 20-month-old rescue pup, Cody. Together they enjoy traveling, dining out and spending
time relaxing as a family.
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.
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.
Karen Philip
Karen Philip
Karen Philip is the Head of Marketing for epocrates, where she leads marketing strategy and growth for one of the healthcare industry's most trusted point-of-care clinical decision support platforms. She is responsible for driving brand strategy, customer engagement, product marketing, and commercial growth while advancing epocrates' mission to support clinicians with trusted, evidence-based information at the point of care.
With extensive experience in healthcare marketing and digital engagement, Karen is passionate about connecting life sciences organizations with healthcare professionals through meaningful, workflow-integrated experiences. As a member of the POCMA Board of Directors, she is committed to fostering collaboration, supporting industry innovation, and helping advance the continued evolution of point-of-care marketing.
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.
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.
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.
Adam Van Beck
Adam Van Beck
As U.S. Chief Revenue Officer at Catalina, Adam leads national sales, shopper marketing, retail partnerships, agency strategies, and marketing teams to drive transformative, data-driven media solutions. With over 20 years of expertise in consumer packaged goods (CPG), data, and technology, he partners with established and emerging brands to design, execute, and measure personalized media campaigns across CTV, digital, and in-store channels.
Since joining Catalina in 2013, Adam has held multiple sales leadership roles, leveraging his deep industry knowledge to drive new business, elevate Catalina’s value proposition, and lead key industry events nationwide. His background at industry giants like Altria/Philip Morris, combined with his IAB certification, gives him a unique blend of classical training and operational expertise. Passionate about innovation, Adam is committed to delivering omnichannel solutions that drive measurable sales, build brand loyalty, and help CPG marketers navigate an ever-evolving marketplace.
Daniel Wojta
Daniel Wojta
Daniel Wojta is a seasoned sales professional with more than 25 years of experience driving partnerships, innovation, sales, and strategy across the healthcare payer and vendor landscape. During his tenure at Optum/UnitedHealth Group and Office Ally, he has helped expand strategic partnerships and drive revenue growth. Daniel’s expertise lies in guiding growth-stage companies into their next chapter by leveraging customer and vendor insights to inform strategy, strengthening partnerships, increasing revenue, and accelerating adoption. Connect with Daniel on LinkedIn to learn more about his contributions to payer and vendor partnerships, innovation, and sales growth.