Tina Fehr, Senior Product Manager for AmLactin, Upsher-Smith Laboratories Named PM360 Trailblazer Winner for Women's Health Brand Manager
Published: Sep 26, 2012
For the last two years, Tina Fehr, Senior Product Manager, led the re-launch of the AmLactin® Alpha-Hydroxy Skin Care brand, giving it a fresh new image while continuing to bring dry skin sufferers the same effective, hard-working formulas. Fehr's vision led to the creation of unique embossed bottles, new packaging in multiple sizes, displays, new websites and an overhaul of promotional materials to create programs targeted to core healthcare professionals, to retail/pharmacy and direct-to-consumer through paid and social media outlets, many that were "firsts" for Upsher-Smith.
Fehr had the foresight to tap two powerhouses to accelerate brand awareness: 12-time Olympic medalist and best-selling author, Dara Torres, and leading New York Cosmetic Dermatologist and author, Dr. Doris Day, one of the most highly sought experts in dermatology. Torres and Day are serving as the product's first ever brand ambassadors in the fully integrated 360 degree "Ultra Skin Performance" campaign targeting women over 35. The campaign features insights into skin care from Torres and Dr. Day with messaging integrated into a series of digital and social media tactics to help reinvent the AmLactin® line and attract women of the 21st century. Among all channels, AmLactin® has experienced double digit growth over the last 24 months despite category declines.
"Tina's success with the AmLactin® franchise is strongly tied to her vision and dedication to challenge her teams to bring creative solutions that optimize the brand's potential," said Glenn MacEachern, Director of Product Marketing for AmLactin®. "Her energy transcends and motivates her marketing support teams and agencies. She is passionate and works tirelessly to challenge project teams at Upsher-Smith in areas that are new to the organization."
Since 2009, the PM360 Trailblazer awards have recognized outstanding achievement and innovation in healthcare marketing. Each year, nominations are judged by the PM360 Editorial Advisory Board, a distinguished cross-section of industry experts. Winners are selected for their ability to stand out in the complex, ever-changing healthcare environment. In particular, judges selected winning entrants for innovation, leadership, ability to communicate, and analytical and organizational skills.
Winners are honored during a special reception at Guastavino's Restaurant at the Bridgemarket in New York City on September 21, 2012. Winners will be featured in the October issue of PM360.Peter Dannenfelser, a widely recognized industry leader in digital innovation, will deliver the keynote speech. Pete is Director of Marketing, Digital North America for the Janssen Pharmaceutical Companies of Johnson & Johnson, winner of last year's Best Pharma/Biotech Company Award.
To register and order tickets, visit www.pm360trailblazerawards.com/tickets or call Andrew Matthius at 646-300-8113. Reservations are limited.
You can also follow the awards real-time on Twitter at www.twitter.com/pm360online.
PM360 is the premier source for information that product CHAMPIONs and pharma marketing professionals need to succeed in the complex, ever-changing healthcare environment. PM360 offers invaluable perspective on important industry issues through a full-circle combination of how-to information and thoughtful career insights. The PM360 Trailblazer Awards span five categories, including Company of the Year, Lifetime Achievement, Marketer of the Year, Brand Champion Awards, and Initiative Awards.
SOURCE Upsher-Smith Laboratories