Senior level experience delivers customized results
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 25 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 the company, 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 Cello Health Advantage(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, including rapid response
- 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 (now Pfizer) 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 related to 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 in the New York metropolitan area.
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.
New York, New York
Erica joined Cello Health Advantage in July 2019, bringing a deep and uniquely broad understanding of the healthcare industry. Her experience includes both the biopharma and provider perspectives gleaned from more than 20 years at Pfizer, Forest/Allergan, and Merck and, most recently, in administration at a large academic medical center (NYU Langone). Her history in the industry spans functions and challenges including:
- Strategy and operations.
- Business development.
- Commercialization and marketing.
- Lifecycle and portfolio management.
- Global policy.
Prior to her position in geriatrics and palliative care at NYU, Erica spent 13 years with Pfizer on global innovative products, holding roles of increasing responsibility in multiple functions. Her most recent role at Pfizer was Senior Director, Portfolio and Business Operations, where she led a team that developed and implemented an innovative management model for regional brands. As Senior Director, Strategic Planning, she co-led a global team that developed and implemented an emerging market strategy for innovative products.
Erica also served for 4 years as Strategy Director and Chief of Staff for Pfizer’s Division President of Europe/Canada/Africa/Middle East (Ian C. Read, former Pfizer CEO), where she led the postmerger integration and reorganization of Pharmacia European/Canadian operations following the Pfizer and Pharmacia merger. She received a Corporate Leadership Achievement Award for delivering best practices during the integration, including minimal business disruption.
At Forest (acquired by Allergan in 2014), Erica was the Executive Director of Strategic Planning. She created, staffed, and led a new corporate department charged with developing and recommending strategies to grow the then-current business model through expansion into new geographies, market segments, therapeutic areas, and adjacent businesses.
Erica began her healthcare career at Merck, where she worked in the Financial Evaluation and Analysis Department evaluating licensing opportunities, capital investments, and acquisitions. She also worked in the Research & Development Evaluation and Analysis Department, assessing R&D portfolio risk.
Erica earned a BA in mathematics from Smith College, where she also completed pre-med requirements, and holds an MBA from Columbia Business School, with a concentration in finance. She is a member of the New York City Health Business Leaders and the Healthcare Businesswomen’s Association and is an avid runner.
New York, New York
Anna joined Cello Health Advantage in September of 2019 with more than 20 years of experience in biopharma. As a leader experienced in multiple functional areas, Anna brings to the group the ability to effectively address a range of critical business issues.
Anna’s responsibilities at Cello Health Advantage include, but are not limited to:
- Commercial assessments of new compounds or formulations and business development support (including forecasting, pricing options, promotional resource needs, and access and coverage scenarios).
- Market research and analytics based on primary and secondary data sources—focused on synthesizing multiple data components to identify and address key business needs.
- Marketing strategy and planning for launch and mature products.
- Optimal product positioning and communication architecture design based on traditional customer insights and social media sources of information.
- Marketing campaign evaluation and optimization.
- Tactical resource allocation optimization, tactical plan development, and implementation across all customer types, including healthcare practitioners, patients, payers, and pharmacy/trade channel.
- Lifecycle and portfolio management.
Prior to joining Cello Health Advantage, Anna spent 17 years with Sanofi. Her most recent position was Associate Vice President, head of multichannel marketing for the diabetes portfolio of mature and launch products—over $2 billion in annual revenue. Anna’s work in this position lead to significant increases in profitability of multichannel investments and measurable improvement in customer engagement.
Anna’s previous positions with Sanofi included head of consumer marketing for insulins, where she led all aspects of consumer elements of the Toujeo launch. Under Anna’s leadership, all Toujeo consumer marketing initiatives delivered, or overdelivered, on revenue and return-on-investment launch goals.
Anna also held leadership positions with Sanofi’s market research, analytics, and business development groups, with responsibilities across a broad range of therapeutic areas, including diabetes, cardiovascular, oncology, urology, allergy, and sleep. In business development activities, Anna significantly contributed to understanding competitive landscapes and unmet needs among patients, healthcare practitioners/institutions, and payers; developed key inputs into forecasts and the assessment of marketing and sales investments; and evaluated pricing options.
Anna started her career as a strategic marketing consultant with The Monitor Group (now Deloitte), where she worked with Fortune 500 clients on market sizing, meaningful customer segmentation, communication architecture, mapping of key interventions during buying processes, pricing optimization, positioning, and opportunity evaluations. Her assignments often required a strong understanding of markets and customers in Europe, Asia, and Latin America.
Anna earned a BA and MA in economics from the University of British Columbia in Canada.
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.
Prior to joining Cello Health Advantage, Brenda a consultant for Merck, 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, , antiarrhythmics and multiple categories in women’s health. 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.
- Overseeing/directing market research activities
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 migraine medication, 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. For 8 years, 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 also holds an MBA from Fairleigh Dickinson University, where she concentrated in pharmaceutical studies.
Midland Park, New Jersey
For the past 24 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.
Toni DeMola, Vice President
Toni DeMola joined Cello Health Advantage Inc. (formerly Advantage Healthcare Inc.) in January of 2019, bringing with her more than 30 years of professional involvement in the pharmaceutical industry. Her experience includes corporate-side positions in market research, new product planning, and sales/commercial operations. Her experience spans large, established organizations as well as growth-oriented start-ups.
Prior to joining Cello Health Advantage, Toni headed the commercial analytics and new product planning departments for several specialty companies, including LEO Pharma, Orexo, Archimedes, Reliant, Amarin, Strativa, and Alpharma. In these positions, she was responsible for all aspects of research and analytics–oriented commercial support for marketing, sales, market access, and business development, including:
- Traditional primary and secondary needs: segmentation and targeting, launch promotional campaigns, direct-to-consumer preparation, performance reporting, market access pull-through reporting, sales force reporting and deployment strategies, alignments, and incentive compensation.
- Evaluation of new opportunities: commercial assessments, forecasting, and rapid response needs; these include critical efforts supporting the in-licensing of the first and very successful prescription omega-3, Lovaza, for Reliant (now GlaxoSmithKline).
Toni started her career at Schering-Plough (now Merck), where she progressed through the organization, beginning in marketing research and new product planning for Schering’s cardiovascular and respiratory products. There, she managed all aspects of market research for in-line products as well as supporting internal research and development efforts by participating on the Drug Delivery, Cardiovascular, and Dermatology teams. In this early industry role, she also supported the US Business Development department in assessing new product licensing opportunities.
Subsequently, Toni was asked to build the first analytics department supporting all Schering business units; this was called the Business Information Center. In this role, Toni led the development of the company’s first commercial-side integrated data warehouse and business intelligence platform. Also, in this capacity, she was responsible for:
- Operational support of the Schering/Merck joint venture (Zetia/Vytorin).
- Analysis and recommendations regarding field force sizing and deployment strategies.
- Data acquisition process, data quality, and proactive identification of new data sources for analysis.
- Development and management of key performance indicators across all business units of Schering Laboratories.
Toni’s market knowledge and product launch experience spans many therapeutic areas, including cardiovascular, respiratory, dermatology, acute and chronic pain management, oncology, opioid dependence, diabetes, allergy, neurology, women’s health, gastroenterology (opioid-induced constipation, irritable bowel syndrome) and men’s health (hypogonadism).
Toni holds a Bachelor’s degree in Marketing from Pace University and an MBA concentrating in Management Information Science from Iona College.
Ken Garfinkel, Forecasting Director
Ken Garfinkel joined Cello Health Advantage Inc. in October 2013 with more than 25 years of experience in the healthcare industry. Ken specializes in integrating key information sources— which may include syndicated audit data, internal data, primary research data, published information, and expert assumptions—into customized forecasting models for both new and in-line products. His assignments have ranged from implementing and running monthly and quarterly forecasting processes to developing in-depth, 1-time, new product forecasts.
Ken began his career in the pharmaceutical industry at Novartis (then Ciba-Geigy) as a Marketing Scientist and Pfizer (then Lederle Laboratories) as Manager of Forecasting and Statistical Modeling. He used cutting-edge analytical techniques and tools to model business questions in support of marketing research, brand management, and sales administration. At Lederle, he managed the monthly forecasting process and oversaw all issues related to management, storage, and distribution of audit data. Ken also worked at Futurion Associates, implementing the Futurcast forecast system at pharmaceutical, consumer products, and technology companies. Ken has also taught forecasting methodology and best practices at numerous seminars in the United States, Canada, and Europe.
Ken has worked extensively with marketing, marketing research, finance, sales administration, and production planning personnel on a wide variety of issues related to forecasting, planning, and analysis. In addition to sales forecasts, he has developed generic order of entry models of market share and pricing, pipeline analyses, inventory planning models, promotion response models, sales force compensation plans, customer level (individual wholesaler and chain) forecasts, Medicaid forecasts, and numerous new and in-line product forecasts for a wide range of therapeutic categories and distribution channels. Important aspects of all these projects involve:
- Critically evaluating the data sources.
- Recommending how data should be used and integrated.
- Determining how to analyze and present the results and conclusions.
Ken has a BA in Mathematics/statistics and a BS in Marketing from the University of Connecticut. He has begun PhD coursework in Quantitative Marketing at Stanford University.
Sarit Schube, Senior Director
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 in the US and globally.
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.
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 and women’s health—that have included:
- Advisory board implementation.
- Database management.
- Promotional initiatives, including print advertising, direct mail, and congress activities.
- Logistics coordination for scientific, community, and advocacy 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.
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.
Lauren DiVeglio, Senior Project Manager
Lauren joined Cello Health Advantage as Senior Project Manager in January of 2019. Lauren works closely with senior staff and clients on project support, including the following:
- Budgeting, identification and composition of project teams, and tracking of budgets.
- Slide preparation.
- Fact checking.
- Data mining.
- Maintaining Cello Health Advantage’s social media pages and Web site.
Prior to joining Cello Health Advantage, Lauren’s experience included positions in marketing, design, and communications—on both the client and service sides. She has worked in an agency setting, supporting business-to-business accounts with companies that cross several industries, including over-the-counter and hospital accounts. On the client side, she has held marketing and communications positions in various nonhealthcare companies. Her skill set spans Web/digital, packaging, promotion for product launches, and other avenues and media for consumer packaged goods, including medical adhesives.
Lauren holds a Bachelor of Arts degree from York College of Pennsylvania and an Associates Degree in Applied Science from Mercer County College. In her free time, Lauren coaches travel and intramural girls’ high school basketball teams and holds a board position on Philadelphia Friends of V, a nonprofit organization supporting cancer research. Lauren also provides photography services for Special Olympics of New Jersey and for Athletes for Athletes, a special needs group in Bucks County, Pennsylvania.