Senior level experience delivers customized results
Princeton, New Jersey
Debbie founded Cello Health Advantage Inc. (formerly Advantage Healthcare, Inc.) in 1994 following 14 successful years in pharmaceutical marketing and communications. As Managing Partner of the company, Debbie has worked strategically with many healthcare and consumer companies, assisting in identifying the issues that face their products and departments, preparing alternatives for addressing these issues, and executing hundreds of assignments.
Over the past 21 years, Debbie has directed the development and completion of the following types of projects at AHI:
- Strategic analyses, forecasting, and the preparation of prelaunch marketing plans for both international and domestic launches of major new pharmaceutical products.
- Benchmarking (analog intelligence) and competitive analyses for products 1 to 3 years prelaunch, as support for determining levels of spending and types of programs required in the prelaunch and immediate postlaunch periods.
- Commercial assessments of new compounds, dosage forms, or delivery systems, primarily in Phase II and III, including full economic analyses.
- Market development plans for first-in-class and late market entries in both US and global markets.
- Educational initiatives including strategic insight into how to best communicate with patients and professionals, managed care organizations, and other stakeholders.
- Marketing, market research, and sales training programs, including programs specifically developed for those working on new compounds.
- Full responsibilities for the launch of several new pharmaceuticals or line extensions, including qualitative and quantitative market research efforts, launch plan development, sales training materials, sales aids, public relations programs, and direct mail.
Prior to founding AHI, Debbie served as a Senior Vice President at Saatchi & Saatchi. Her previous positions in the healthcare industry included Director of Marketing for Schein Pharmaceutical, Inc. and Group Product Manager and other marketing positions at Pfizer Pharmaceuticals.
Debbie holds a Bachelor of Science in Business Administration from the State University of New York at Albany, a Masters of Business Administration concentrating in Marketing and Real Estate from the Columbia University Graduate School of Business, and a Juris Doctorate from New York Law School.
Midland Park, New Jersey
Leslie joined Advantage Healthcare Inc. in December of 2000, bringing with her more than 17 years of experience in the pharmaceutical industry. She has held positions on both the service and the client sides of the business, and in US and international marketing and operations. Leslie coordinates and oversees all projects out of the Midland Park office.
Leslie manages projects that cover all core competencies at Cello Health Advantage including, but not limited to:
- Portfolio assessments.
- Market sizing and commercial assessments.
- Global and US primary research.
- Extensive market backgrounders based on secondary sources.
- Payer reimbursement research and analyses.
Leslie came to Cello Health Advantage from PACE, Inc., a division of the Lowe Healthcare Network, where she held the position of Vice President, Management Services. At PACE, she oversaw projects in the ophthalmology, cardiovascular, neurology, migraine, gastrointestinal, and weight loss categories. Prior to joining PACE, Leslie was a Partner, Account Group Supervisor, at Dugan/Farley Communications, where she handled the Wyeth Lederle Vaccines and Essilor of America accounts.
Leslie’s previous experience in the pharmaceutical industry included a number of positions with American Cyanamid Company (Lederle International and Lederle Praxis Biologicals, currently known as Pfizer Vaccines). As Manager, Strategic Product Planning at Lederle Praxis Biologicals, Leslie was responsible for the development and implementation of a managed care marketing plan and market research projects to support new and in-line brands. In addition, she worked closely with the Division President, the Director of Policy, the in-house attorney, outside counsel, and lobbyists in Washington, DC, to develop vaccine pricing and utilization scenarios to support the division’s position against the Vaccines for Children program. As Director, Marketing Research, at Lederle International, Leslie managed all phases of market research projects supporting new product launches, line extensions, new indications for existing brands, new business opportunities for pipeline products, and licensing opportunities.
Earlier in her professional career, Leslie worked for Baxter International as Product Manager in the Parenterals Division, where she was responsible for the launch of the Travenol Infusor, a device for continuous chemotherapy in the treatment of breast cancer.
Immediately after graduation from Rutgers College of Pharmacy with a Bachelor of Science in Pharmacy, Leslie joined the Roerig division of Pfizer as a Medical Sales Representative, supporting their central nervous system agents and antibiotics.
Leslie also holds a Masters of Business Administration in Marketing, Finance, and Healthcare from the J.L. Kellogg Graduate School of Management at Northwestern University. She maintains her license as a registered pharmacist in New Jersey.
Princeton, New Jersey
Brenda Moore joined Cello Health Advantage as Managing Director in 2012, bringing with her more than 23 years of experience in the pharmaceutical industry. She has held a variety of positions in product management/marketing, sales training, and sales on the corporate side.
Most recently, Brenda was a consultant for Merck (formerly Schering-Plough), working in global and domestic fertility marketing, as well as medical marketing for the respiratory and fertility franchises. Prior to Merck, Brenda served as Associate Director at Pharmacia and as Senior Product Manager for a specialty prescription product at Pfizer. She has accumulated a considerable depth of experience across a number of therapeutic categories, including the central nervous system, arthritis and inflammation, endocrinology and metabolism, smoking cessation, the upper respiratory system, diabetes, and such cardiovascular therapies as antihypertensives, cholesterol-lowering agents, and antiarrhythmics. In her domestic and global marketing roles, Brenda was responsible for:
- Profit and loss management and results on her brands.
- Overall brand strategy, key tactics, metrics, and budget implications.
- One-year operating plans and 3- to 5-year strategic plans.
- New product development.
- Professional and consumer advertising.
- Medical education.
- Advocacy development.
- Sales force direction and communication.
- Team leadership and collaboration.
- Management of a copromotion partnership.
At Pfizer, Brenda was responsible for launching a product to new specialties and long-term expansion of the smoking cessation category, a high-growth area for the company. Brenda designed and presented a complete business analysis for senior management, and ultimately gained their support and approval to move forward with new product development initiatives.
During her time at Pharmacia, Brenda led the launch of a new migraine medication, Axert®, which achieved gross sales that exceeded the product plan by 50%. Prior to her work at Pharmacia, Brenda was a product manager at Knoll Pharmaceutical Company, a division of BASF Pharma. There, she managed a new compound, D2E7 (now known as Humira®), during its Phase 3 development. Also at Knoll, Brenda managed a key copromotion partnership with Genzyme Therapeutics for Thyrogen®, a biologic product used in the detection of thyroid cancer.
Brenda graduated magna cum laude from Seton Hall University with a bachelor of science degree. She immediately joined Merrell Dow Pharmaceuticals—a predecessor company to Hoechst Marion Roussel Inc., now known as Sanofi—as a sales representative. From 1989 through 1997, Brenda worked in various positions, including as a cardiovascular consultant, a managed care specialist, and a sales representative. She supported a wide range of therapeutic areas, including hypertension, gastroenterology, allergy and inflammation, and diabetes.
Brenda holds an MBA from Fairleigh Dickinson University, where she concentrated in pharmaceutical studies.
Midland Park, New Jersey
For the past 20 years, Jane has been a key member of Cello Health Advantage. She has more than 30 years of experience in the healthcare industry, in both international and domestic markets. Her areas of expertise include marketing, sales, business development, and strategic planning. Most recently, Jane has handled projects in arthritis, cardiovascular disease, neurology, infectious diseases, immunology and oncology, respiratory diseases, transplantation, diabetes, dermatology, and women’s health. Her projects have primarily involved strategic marketing and business development, including commercial assessments (outlicensing and inlicensing); marketing sizing and forecasting; and marketing plans and backgrounders.
Jane’s most recent corporate position was Vice President of New Business Development for Lederle Laboratories, where she identified, analyzed, negotiated, and obtained corporate approval for licensing and co-promotion projects. In addition, she provided commercial and strategic direction for a targeted portfolio strategy. Jane also served as Integration Manager at Lederle during the company’s acquisition by American Home Products (Wyeth). Her previous positions at Lederle included Director of Marketing Research and Planning and Business Unit Director.
Jane holds a Bachelor of Arts in Modern Languages and Business from Fairfield University, Connecticut, and a Masters of Business Administration concentrating in Marketing from Fairleigh Dickinson University in New Jersey.
New York, New York
Tina Ghorban heads the oncology practice at Cello Health Advantage. Her expertise ranges from strategic marketing, market research and analytics, and lifecycle development, to forecasting, distribution, and contracting. Tina has worked in oncology and rare/orphan diseases, as well as across many generalized therapeutic areas.
She began her pharmaceutical career at Pfizer, Inc. Her last role there was in Worldwide/Commercial Development for Xalkori, a first-in-class treatment for non–small cell lung cancer, where she handled branded and unbranded promotional materials, sales training materials, the internal digital platform, operating plan, and global product forecasting. Tina also managed the lifecycle planning for additional indications and tumor types. Prior to Xalkori, Tina held commercial roles at Pfizer in human growth hormone, HIV, arthritis, public affairs and environmental market analytics, and regional market analytics.
Prior to joining Cello Health Advantage, Tina was Head of Marketing and Business Analytics for Turing Pharmaceuticals. She led marketing, business and sales analytics, distribution, and patient access programs, and directed two US product launches. Moreover, she led all commercial aspects of the integration of a new product acquisition.
Tina’s previous positions were at Mesoblast, Inc. and Shionogi USA, Inc. Her responsibilities at Mesoblast included prelaunch efforts for acute graft-versus-host disease and driving strategic planning and prelaunch activities. In order to guide internal strategic pipeline decisions and build business cases for partnering opportunities, Tina evaluated market opportunities across multiple therapeutic areas. At Shionogi, Tina served as Director of New Products Marketing, where she worked with Business Development and Global Marketing to maximize the product portfolio, driving all aspects of commercialization for three key products. She was also responsible for assessing the commercial value of pipeline assets, as well as external development and commercialization opportunities.
Tina began her career in New York at UBS Investment Bank. From 2001 to 2003, she was an associate equity analyst covering mid and large cap US pharmaceutical companies.
Tina holds a bachelor of science degree in engineering from Tulane University, and an MBA concentrating in finance from A. B. Freeman School of Business, also at Tulane.
Katherine joined Cello Health Advantage in September 2017, with more than 25 years of experience in market research, brand planning, forecasting, and market assessments. She brings a strong client-side perspective from her extensive experience in corporate commercial positions at Merck and at AstraZeneca legacy companies.
At Cello Health Advantage, Katherine is handling:
- Quantitative and qualitative primary research
- Expensive and detailed market landscapes supporting new and in-line products
- Analog intelligence to better understand how certain market issues have been successfully addressed in the past
- Dashboards and trackers
- Pipeline assessments
On the client side, Katherine managed assignments that ranged from detailed analytics to broad category reviews and target product profile testing across a spectrum of therapeutic categories, types of products, phases of development, and commercial needs.
At AstraZeneca (and at legacy companies: AstraMerck and Astra USA), Katherine worked on various blockbuster brands and on smaller contribution brands. She also managed a team of regional sales analysts who delivered performance views of local territories and their regions, all while directing the managed markets analysts. Katherine also worked with C-suite executives on a document covering high-level issues and performance trends, along with carefully curated facts concerning each headline, providing the CEO with a concise story on performance. Imbedded facts were easy to remember and simple to communicate.
Katherine holds a bachelor’s degree from Chestnut Hill College and a master’s degree from Columbia University. On the provider side, she worked as a medical social worker at Pennsylvania Hospital (the nation’s first hospital, founded by Benjamin Franklin) managing the care planning teams on the medical, neonatal, and obstetric-gynecologic floors. With this experience, she gained detailed perspectives of the hospital environment and the significant barriers that healthcare practitioners and patients face in reaching consensus on discharge goals.
New York, NY
Mark Villanueva joined Cello Health Advantage after graduating from Columbia Business School, where he studied Healthcare and Pharmaceutical Management. Mark’s MBA internship was at Bayer Consumer Care rationalizing a promotional marketing budget. Prior to graduate school, Mark worked in clinical research at Weill Cornell Medical College/New York Presbyterian Hospital, where he was involved in longitudinal studies and clinical trials related to stroke. He also holds a Bachelor of Arts degree from Tufts University.
Palo Alto, California
Sarit heads Pacific Advantage, the company’s West Coast division. In 2001, Sarit joined Cello Health Advantage as a Senior Project Manager. Over time, she took on broader responsibilities, including virtually all elements of commercial assessments, primary and secondary market research tasks, building thought leader lists, and data management and analysis. Her experience spans dozens of therapeutic categories, including the central nervous system (psychiatry and neurology), cardiovascular, metabolism, and immunology.
Sarit holds a Bachelor of Science in Nutrition from the University of Texas at Austin and a Master of Science in Biological Science, with a minor in Epidemiology, from the University of Texas School of Public Health.
Princeton, New Jersey
Martha joined Cello Health Advantage in December of 2000 as Office Manager, and was rapidly promoted to Project Coordinator in the following month, Senior Project Coordinator in 2002, Senior Project Manager in 2003, and Project Director in 2016. Since joining the company, Martha has been involved in a variety of live and print programming efforts—primarily in pediatrics—that have included:
- Advisory board implementation.
- Database management.
- Promotional initiatives, including print advertising, direct mail, and congress activities.
- Logistics coordination for scientific and community symposia.
In addition to her prior experience that includes clinical research support and office and facilities management, Martha worked for more than 15 years as a paralegal.
Martha holds a Paralegal Certificate from the Albuquerque Career Institute in New Mexico.
Princeton, New Jersey
Jennifer originally joined Cello Health Advantage as Project Assistant in 2011. In November of 2015, she rejoined the company as Project Manager, a position in which she has assumed an increased level of responsibilities. Jennifer works closely with senior staff and clients on project support, including participating in the RFP process, recruitment, slide preparation, fact checking, datamining, and maintaining Cello Health Advantage’s social media pages and Web site. Prior to joining Cello Health Advantage, Jennifer planned multiple sclerosis patient programs for a support agency for Novartis Pharmaceuticals.
Jennifer holds a Bachelor of Arts degree from The College of New Jersey, where she majored in psychology.
Midland Park, New Jersey
Christine joined Cello Health Advantage in October of 2006 as Office Coordinator. She was promoted to Project Coordinator in September of 2007, Senior Project Coordinator in December of 2010, and Project and Accounting Manager in May of 2015. Christine works closely with senior personnel on project planning and implementation, as well as finance-related tasks. Prior to joining Cello Health Advantage, Christine was an Administrative Assistant for American Cyanamid Company, where she managed daily activities for the Director, Marketing; Product Managers; Business/Planning/Market Research Analyst; and Marketing Coordinators in the Marketing Department of the Lederle-Praxis Biologicals Division.