DTC Perspectives, Inc. recognizes the
2009 Hall of Fame Inductees

Herb Ehrenthal is Group Vice President of Global Advertising and Marketing at Schering-Plough Corporation. Among his many industry achievements Herb pioneered PHEC (Public Health Education Communication), which has been implemented with great success in many European, Far East and Latin American countries. He pioneered one of the first successful Direct to Consumer programs in the United States as acting President and COO of Healthworld.



Paula Garrett began her award winning consumer marketing career at Procter and Gamble where she was selected as one of the first brand marketers on the Wal-Mart Customer Team. Following her stint at P&G, Garrett developed marketing strategies for such respected companies as Coca-Cola and Johnston & Murphy and later applied her brand strategy and marketing experience in a consulting role for companies such as Kraft, Dockers Footwear and the PGA TOUR. She currently leads all consumer marketing strategy and planning for Lilly USA, LLC. where she led the successful consumer launch for Cialis.

Joe Hoholick leads the DTC marketing efforts at Amgen, which includes the DTC marketing teams and agencies on Aranesp, Neulasta and Enbrel. His most recent DTC endeavor was the award winning integrated Neulasta campaign (“I’m Ready”). Prior to arriving at Amgen in 2003, Hoholick held a number of distinguishing DTC positions, including leading the DTC effort of Celebrex at Pharmacia (prior to its acquisition by Pfizer), and helping to launch the inaugural national DTC campaign of Lipitor, at Parke Davis.

Lucy Rose is the President and owner of Lucy Rose and Associates, LLC. Lucy is a certified Physicians assistant with an MBA who started her pharmaceutical career at Bristol-Myers Squibb. Now her company serves numerous pharmaceutical, biological, medical device companies; advertising agencies; public relations firms and CME providers. Prior to owning her own business Lucy served as the Director of the Office of Training and Communications for the Center for Drug Evaluation and Research (CDER) of the Food and Drug Administration where she led the Division of Drug Marketing, Advertising and Communications (DDMAC).