ELITE 2021 Marketing Team Entresto Marketing Team

Entresto Marketing Team

Novartis

Agency Partners: Burson Cohn & Wolfe (BCW); N2, a Publicis Groupe Company; and Condé Nast

Novartis Team:
Ugur Kucukcetin, Director, Entresto Consumer Marketing
Maria Sanchez, Associate Director, Entresto Consumer Marketing
Patti Kirk-Leon, Digital Marketing Consultant, Entresto Consumer Marketing
Erica Ford, Associate Director, Consumer Media
Melissa Rossi, Director Consumer Media
Erin Carducci, Director, Regulatory, Advertising & Promotion
Tanya Kalivas, Director, Franchise Legal Partner
Amanda Rocco, Manager, Medical Information
Adam Subervi, Director Pharma Counsel
Sam Wang, Manager, Medical Information

Burson Cohn & Wolfe (BCW) Team:
Agnes Deneuville, VP, Account Director
Jeremy Geller, Account Director
Vicky Lewko, EVP, Head of Digital Health
Meredith Modzelewski, VP, Account Director
Ciaran O’Brien, Assistant Account Executive

N2 Team:
Matthew Schoer, Media Vice President, Investment & Strategy
Rachel Garfield, Media Vice President, Director, Investment & Strategy
Elyssa Solomon, Associate Media Director, Investment & Strategy
Rikki Krauser, Media Supervisor, Investment & Strategy
Ben Rosen, Media Supervisor, Investment & Strategy
Ashley Gigante, Media Senior Associate, Investment & Strategy

Condé Nast Team:
Samantha Lipman, Vice President, Sales, Health
Gabrielle Ricciuti-Gomes, Account Manager
Jacklyn Patterson, Associate Account Manager
Carlos Pena, Executive Director, Activations
Sasha Lipton, Senior Activation Manager
Bryanne Pashley, Senior Data Products Manager
Jess Pellen, Senior Manager, Ad Management
Alyson Chen, Senior Data Project Strategist
Rory Halevy, Senior Director Content Development, Health
Jessica Moore, Senior Manager, Marketing
Phyllis Maffai, Associate Director, Marketing Strategy & Research

Above top photo: top row (Left to Right): Matthew Schoer, Amanda Rocco, Vicky Lewko, Maria Sanchez, and Melissa Rossi. Second row (Left to Right): Ciaran O’Brien, Jeremy Geller, Rachel Garfield, Meredith Modzelewski, Rikki Krauser, and Elyssa Solomon. Third row (Left to Right): Ben Rosen, Agnes Deneuville, Ashley Gigante, Erica Ford, and Tanya Kalivas. Fourth row (Left to Right): Ugur Kucukcetin, Sam Wang, Erin Carducci, Patti Kirk-Leon, and Adam Subervi. Fifth row (Left to Right): Samantha Lipman-Porter, Jess Pellen, Phyllis Maffai, and Carlos Pena. Sixth row (Left to Right): Alyson Chen, Sasha Lipton, Gabrielle Ricciuti-Gomes, and Jacklyn Patterson. Bottom row (Left to Right): Jessica Moore, Bryanne Pashley, and Rory Halevy.

Engaging Education About Heart Failure

Heart failure (HF) can be a confusing term that not many people fully understand, despite the six million people in the U.S. living with the condition. Novartis partnered with Condé Nast Health to help make HF more easily understood by patients, caregivers, and those at risk of developing HF so they could make smarter, more informed decisions. To help Novartis reach this goal, Condé Nast Health designed many innovative digital and video opportunities to leverage the company’s blend of health and lifestyle publications.

For example, Novartis was able to own the SELF magazine Heart Health Condition Center (which is powered by the Mayo Clinic), gaining 100% SOV, and leveraging SELF magazine’s position as the trusted source for entertaining, relatable, and accurate health information. The Heart Health Condition Center contains award-winning content from SELF magazine’s network of medical experts, trusted clinical content on HF from the Mayo Clinic, personal stories of people living with HF sufferers, and more.

Additionally, Condé Nast Health created two custom videos for Epicurious, focused on preparing and selecting the right food for the heart to maintain a low-sodium diet. This allowed Novartis to tap into Epicurious’ trusted expertise with home cooks to provide genuine tips for people living with this condition in a compelling way. The average percentage of the video that users watched was 74.13%—12% above benchmark.

Condé Nast Health also challenged audiences’ minds with a custom heart health themed quiz featured on The New Yorker website, quizzing people on positive choices if you have HF, to help create awareness and deepen understanding of treatment options available. And in an “explainer” series for Wired, guides take the audience on a deep dive into the inner workings of Entresto with engaging animations that show the mechanism of action (MOA) and show how HF affects the body.

Throughout the campaign, Condé Nast consistently performed above U.S. prevalence for those diagnosed with Chronic HF/HF with an average audience quality of 1.69%.

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