Carolyn Levin
Senior Director, U.S. Consumer and HCP Marketing Lead
LEO Pharma Inc.
Making Patients the Focal Point
Throughout her over 20 years in pharmaceutical marketing and advertising, Carolyn Levin has always kept patients as the “North Star” in all her work. For the launch of Adbry® (tralokinumab-ldrm) in 2022, it was important to find patients to share their authentic stories and experiences to help connect with other eczema patients.
One of the key elements behind this plan was the launch of the Adbry Voices Ambassador program, which puts the patients at the forefront of the brand’s marketing efforts on all channels, from digital and print to social and live events. Adbry “patients as the hero” approach is proving to be a differentiating factor as it prioritizes authenticity and genuine storytelling over esthetic perfection, a polished look, and overly produced marketing campaigns. In fact, many of Adbry materials will be the product of user-generated content. “It’s important to hear and feel the Ambassador voice come through everything we do in a multichannel approach at the right time, in the right place, with the right message,” says Carolyn.
Beyond her marketing prowess, Carolyn is a transparent and proactive communicator with both internal and external teams. She is a successful strategic leader who builds strong, accountable teams and fosters long-term relationships with all stakeholders. With her expertise in budget management and agency partnerships, Carolyn ensures that all projects are developed on-strategy, on-budget, and on-time.
“Carolyn’s drive and commitment to putting the patient first, combined with her deep understanding of the pharmaceutical marketing landscape, make her a true trailblazer in the industry,” says Melissa Schap, Vice President, Client Services, Snow Companies. “She is determined to help position Adbry as a leader in the eczema marketplace and in the hearts of eczema patients.”
