Introducing the 2009 Hall of Fame Inductees

Herb Ehrenthal

Paula Garrett Senior Director, Consumer Marketing
Lilly USA, LLC

Paula Garrett currently leads all consumer marketing strategy and planning or Lilly USA, LLC. She has responsibility for building the respect and desire for marketing discipline and consumer perspective in an industry for which both have historically not been necessary for success. In 2009 she was named to the PharmaVOICE 100 and the DTC Hall of Fame.
Garrett joined Lilly and the Cialis brand team in June 2001, after working with the team as the Brand Strategy Director for a key agency partner. She led the successful consumer launch for Cialis, and in the process was named DTC Marketer of the Year by DTC National in 2004, 2005 and 2007. The Cialis consumer campaign also garnered the PhAME award for Best New Product Introduction and the DTC National award for Best Integrated Campaign.

Garrett began her career at Procter and Gamble, working on Puffs, Charmin, White Cloud and new tissue products. She was also one of the first brand marketers selected to work on the Wal-Mart Customer Team, an initiative at the forefront of how packaged goods companies work with retail partners.

Following her stint at P&G, Garrett worked for Coca-Cola, overseeing promotional strategies in the fountain division. She then moved to Johnston & Murphy, the high-end footwear company, where she was responsible for developing the strategic blueprint for the brand’s first two line extensions. Garrett later applied her brand strategy and marketing experience to a four year consulting role for companies such as Kraft, Dockers Footwear and the PGA TOUR.

Garrett graduated from Southern Methodist University with a BA in Political Science and a BFA in Journalism, and earned her MBA at Indiana University. She lives in Indianapolis with her husband, three stepchildren, and Cavalier King Charles Spaniel. She enjoys travel, food, wine, books and long walks

Joe Hoholick Executive Director of Marketing, Amgen

Joe Hoholick leads the DTC marketing efforts at Amgen, which includes the DTC marketing teams and agencies on Aranesp, Neulasta and Enbrel. His integrated Neulasta campaign (“I’m Ready”) was recently awarded a Silver POE Award from DTC Perspectives for brands greater than $2 billion in sales.

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, under the management of Bob Ehrlich. Hoholick noted that Ehrlich (now chairman and chief executive of DTC Perspectives) recruited him for the Lipitor team in 1998, thus “saving him from a career marketing ‘functional’ candies and gums.”

Lucy Rose President, Lucy Rose & Associates, LLC. Formerly Director of DDMACH Division of FDA

Lucy Rose is uniquely qualified to provide training and consulting to the pharmaceutical industry and its service support providers. Ms. Rose’s combination of education and experience, coupled with her extensive experience as a trainer and educator, provides the depth of knowledge and expertise necessary to equip pharmaceutical companies to face a rapidly changing future.

Prior to joining Deloitte & Touche, LLP, Lucy owned her own consulting business, Lucy Rose and Associates, LLC for ten years. During that time, she served numerous pharmaceutical, biological, medical device companies; advertising agencies; public relations firms and CME providers. Her extensive services included, but were not limited to, all regulatory aspects regarding advertising and promotion programs; regulatory training; CME consultation; and providing extensive compliance services, including performing compliance assessments. She has spoken at over 200 public programs and has delivered more than 400 in-company training programs.

From 1995-97, Ms. Rose 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. There she designed and implemented programs to improve external communications with the pharmaceutical industry, health care professionals, and consumers. Additionally, she designed and implemented programs to improve employee performance, including leadership and management development. Examples of programs introduced during Ms. Rose's leadership include: design and implementation of CDER’s World Wide Web Site, Live Satellite Educational TV programs with the pharmaceutical industry, comprehensive introductory training programs for new reviewers, and design and implementation of CDER’s crisis communication program.

Ms. Rose led CDER’s Division of Drug Marketing, Advertising and Communications (DDMAC) from 1993 to 1995. In this capacity, she was responsible for the regulatory oversight of all prescription drug advertising and marketing to U.S. health care professionals and consumers. Among those challenges encountered during her leadership were the CME (Industry Supported Scientific and Educational Activities) Guidance and Direct to Consumer Broadcast Advertising considerations.

Prior to joining FDA, Ms. Rose was associated for seven years with Mead Johnson Pharmaceuticals, a division of Bristol-Myers Squibb Pharmaceuticals. She began her career as a sales representative, served as a regional sales trainer, and for four years was the District Sales Manager of the Washington, DC district.

Ms. Rose earned a B.S. degree in biology from Salem College in Winston-Salem, NC and an MBA from Averett College. In addition, Lucy graduated from the Wake Forest University School of Medicine as a board–certified Physician Assistant.