2009 Top Industry People to Watch

George Glatcz, MS, RPh
President and Chief Branding Officer
Vox Medica
Philadelphia, PA
215-238-8500
georgeglatcz@voxmedica.com

The Philadelphia American Marketing Association recently named George Glatcz of Vox Medica its 2009 Marketer of the Year. This award recognizes an individual who serves as a role model for education, vision, leadership, and decision making through his exceptional performance and outstanding accomplishments in the field of marketing as well as his contribution to the greater Philadelphia community. The Philadelphia Chapter of the American Marketing Association was established in 1931 as one of the association’s first 100 chapters. Vox Medica is a community-driven marketing company that specializes in healthcare. PM360 asked Glatcz to reflect on his award, the future, and who he's keeping an eye on.

What does this recognition mean to you?
The award represents the pride and respect I have in my team. During a time of recession—when the tendency would be to batten down the hatches—we chose to innovate and redefine our business model. This resulted in accomplishments externally and internally. First, I was proud to see how clients, peers, and those we’ve helped in the community appreciated our hard work. With our new model, we’ve been fortunate to gain over 12 new brand assignments and create cost-efficiencies for our clients of 10% to 20%. Second, and equally important, I was proud to see our staff fully engaged in doing things differently and not settling for the status quo. An internal survey showed 94% of the staff was excited about this new model and company direction. It’s a cultural shift that is palpable.

What’s next for you?
Embracing FDA-mandated REMS. We’re not going to let our clients get regulated into a corner because of risks associated with adverse events profiles. For example, when you fly, you hear a safety message about what to do in case of a “sudden loss of cabin pressure,” but I have yet to see anyone leave the plane upon hearing this announcement. I think REMS and education around the appropriate use of medicines can be an interesting opportunity—when a marketer’s perspective has put it into a meaningful and beneficial program.

Who in the industry are YOU watching?
It’s not so much who, but what. I’m looking at the ways consumers engage in conversations with multiple influencers in their healthcare decision-making process. I’m particularly keeping an eye on the Millennial Generation, also known as Generation Y or Echo Boomers, who are very tech-savvy. With a population more than three times that of Generation X, they will hold themselves and us accountable to a new model of healthcare, just as they helped drive change via technology in the election of President Obama.

Do you have a mentor or role model? What do you most value about him or her?
R. Blane Walter of inVentiv Health. He is an accomplished change agent and leader who inspires others around him to excel while being very down to earth.

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