ELITE 2019 Disrupter Kate Steiner of AbbVie

Kate Steiner

Marketing Manager II

AbbVie

Changing Endometriosis Perceptions

Kate joined the Women’s Health team in 2016 and played a pivotal role in supporting educational needs of providers in endometriosis, a chronic, painful and debilitating condition with significant unmet need. Despite treatment, many patients still experience pain and HCPs have few options to manage their symptoms.

Having spent four years as a sales rep and a year and a half as a national sales trainer, Kate used that knowledge to help develop a multichannel disease awareness campaign called “Her Endometriosis Reality (HER)” focused on educating HCPs about endometriosis and its impact on the lives of patients, the need for a swift diagnosis, and the importance of reevaluating current management plans. Kate’s efforts led to the development of HCP-defined tools such as questionnaires and discussion guides to improve the dialogue with patients.

Kate also spearheaded the development of one of the most successful Interactive Sales Aids (ISAs) ever created at AbbVie. Using principles of interactive storytelling, the HER ISA delivers impactful content that makes the case for proactive endometriosis care. The HER campaign and the ISA went on to earn a 2018 Manny Award. Kate also developed educational content on oral contraceptives (OCs) that urges HCPs to reexamine their approach towards this modality in patients with endometriosis pain. While this approach works for some women, for others it may not, leading to years of life with pain. Kate leveraged clinical data to develop first-of-its-kind educational content challenging existing perceptions about OCs for the management of endometriosis pain.

In her role as the lead marketer supporting the Women’s Health Account Executive team, Kate delivered impactful materials and resources designed to address the unique needs of hospital systems. In order to educate HCPs on ORILISSA®, the first FDA-approved oral treatment for moderate to severe endometriosis pain in over a decade, Kate led the development of peer-to-peer education content in partnership with thought leaders. This initiative was critical to ensure consistent education of HCPs on the new product including application of data in clinical practice.

Ultimately, Kate’s experience, knowledge, tenacity, and drive have resulted in new approaches and content that are improving education across the endometriosis disease state.

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