Katherine Cheng
Senior Marketing Manager
Genentech
Delivering Key Resources in a Pandemic
In the treatment of Acute Ischemic Stroke, it is said that time is brain. It was this dire urgency that led Katherine Cheng to champion the reimagined Resource Center when COVID-19 hit, and members of the field team could no longer get into emergency departments (EDs) to see their customers. Unwilling to leave ED staff unable to access information for patient care, she spearheaded the development of an online center, offering on-demand access to educational materials.
Passionate about patient outcomes, Katherine wanted ED personnel to be able to access stroke educational and administration support when they needed it. She envisioned the self-service portal to supplement the field team’s efforts that would deliver real-time access to information. Rollout was supported by a multichannel campaign notifying ED staff of the different types of materials available and how to access them. Materials were made available for immediate download or printed copies could be requested.
While the Resource Center was developed to address immediate needs resulting from the pandemic, it is uniquely poised to meet the needs of ED staff while augmenting the field team’s offerings. In addition, Katherine’s vision led to a strategic shift in how the brand delivers great customer experience, providing a template for other Genentech brands to follow.
Katherine is known for her patient-centric approach, which extends beyond her daily responsibilities in marketing. As a lead on a diversity panel, she works to address inclusion in the healthcare community. With her focus on patient well-being, ability to shift priorities during a time of rapid change and uncertainty, and her desire to increase inclusivity in healthcare, Katherine is truly a transformational leader.
