PM360 2019 Trailblazer Awards Infectious Disease Brand Champion Betty Rhiew

Betty Rhiew, Senior Director, U.S. Fumarates Marketing (Tecfidera and Vumerity), Biogen

While Betty Rhiew currently works for Biogen, in 2018 she was helping to drive the success of Pfizer’s vaccine portfolio. In the first half of the year, she served as Senior Director of U.S. Trumenba, a vaccine to help protect adolescents ages 10-25 from serogroup B meningococcal disease, and ended up significantly exceeding the 2018 budget.

To achieve that level of success she worked to eliminate unnecessary projects and allowed the team to focus on the key projects that drove the majority of business performance. One of those projects: A National Back to School meeting for the sales force and account management team designed to prepare them in April/May for the back to school season, which accounts for the majority of Trumenba sales for the year. She also led a targeted digital/social media consumer strategy to reach moms of adolescents ages 16-23. One part of this strategy was a new video asset, “Don’t Let this Be Your Story,” which recently won the Silver award at the DTC National Convention and was even identified by Google as an example of digital best practices.

And that only covers the first half of 2018. In the second half of the year, she served as Senior Director, Strategic Growth Projects for the Pfizer vaccines portfolio for the International Developed Markets (IDM), which consists of 57 developed countries, including Europe, Korea, Japan, Australia, and New Zealand. In this role, she identified incremental growth opportunities in nine IDM markets for implementation of electronic health record programs with conservative estimates of impact of 2.4 ROI to 6.6 ROI for the top four priority markets.


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