Brenda Raphael brings deep experience in the Pharmaceutical industry from wide-ranging leadership roles in new product and pre-launch commercialization, general management of multi-therapeutic area portfolios, leadership of over-the-counter medicines, and brand leadership of products across several therapeutic areas. In this capacity she’s led sales, marketing, operations, and other functions to drive both top line and bottom line. Her teams develop and execute commercialization strategies across all customer groups, as well as bring to market everything from consumer advertising to physician education for the products in her portfolio. She has both a savvy business mind as well as a keen drive to ensure her portfolios use the strongest marketing and commercialization strategies. She came early to digital marketing, and strives to adapt and adopt marketing strategies that can be effective wherever the brand audience may be. Brenda is known as a keen strategist as well as someone dedicated to building strong teams that continue to grow personally and professionally.
Brenda comes to this work from a deep base of experience in marketing at Pfizer, Bayer Consumer, and Novartis where she has held several roles of increasing responsibility across many categories. She’s no stranger to household names, however, having worked on mega-brands from Coca-Cola to Cheer laundry detergent at her previous roles at the Coca-Cola Company and Procter & Gamble where she has led teams in both digital and traditional marketing.
She is a graduate of Cornell University and holds an MBA from the Darden School at the University of Virginia. She lives outside of New York in Westchester county with her husband, two children, and a dog named Maisy BoBo.
CTV Considerations for Pharma Brands
Traditional TV has played a dominant role in pharma marketing due to its power in reaching mass audiences. This dynamic has evolved substantially with people streaming content more than ever and advertisers following patients where they are. Here are some considerations when embarking into CTV and solidifying plans for 2023.
October 13, 2022
What is Connected TV, and what does it mean for Pharma Marketers?
Accelerated by the pandemic, TV consumption is changing and continues to decline due to fragmentation in the space. Traditional TV consumption on a single TV is quickly transitioning to increased on-demand streaming across multiple devices.Changing technology, paired with evolved TV watching, requires pharma marketers to modify their traditional approach to TV investment. Pharma has invested heavily in TV due to its reach capabilities, but now with Connected TV advertising (CTV), marketers can be even more savvy by reaching highly qualified audiences on TV more efficiently to drive brand impact.
April 25, 2022
Evolution Road’s 22nd Holiday Dinner | Being Thankful
In December, we held our 22nd Holiday Dinner, and had a blast! We held a Rock ‘n Roll Happy Hour to celebrate, enjoyed classic rock trivia, name that tune and even co-created a song with everyone helping with the tune and the lyrics (of course we had professional help here). Unfortunately, we weren’t able to be together in person, but fortunately, we were able to have a lot of fun virtually and spend time with each other, and all our families, together. It warmed my heart, and I am so thankful we had the chance to celebrate together.
January 12, 2022
Kate Miller Named Chief Strategy Officer at Evolution Road
Kate Miller has been promoted to the position of Chief Strategy Officer from the position of Digital Innovation/Commercialization Practice Lead. She has been with the firm for nearly 14 years and was previously the Vice President of Strategy. Kate will be responsible for ER’s market vision, positioning and branding, thought leadership and intellectual property.
August 30, 2021
Announcing Decoding Digital Health for Life Sciences
The ER team is pleased to invite you to a new industry event called Decoding Digital Health for Life Sciences, running June 15-16, 2021. This event will help Life Science brand and commercial teams better understand the digital health opportunity and how to leverage digital health to improve patient outcomes and drive commercial success. Decoding Digital Health was co-created by Evolution Road and ER's own Paul Ivans & Todd Kolm are the conference co-chairs.
April 20, 2021
Using big data to boost engagement, conversion and revenue
One of the country’s largest pharmaceutical companies and a top health information technology company had always wanted to work together, yet the right opportunity never presented itself. Taking an independent, objective view, we found one driven by data.
With the objective of driving awareness and education across an entire portfolio and, ultimately, incremental treatment rates and improved patient outcomes, we layered multiple data sources to inform a multi-pronged digital communications strategy that reached three million patients and drove $40 million in incremental revenue.
March 23, 2021
Reimagining patient engagement
A multinational pharmaceutical manufacturer knew there was room to improve engagement and adherence amongst its diabetes patients.
Where standard approaches fell short, we created the digital strategy, guided program development and piloted a multi-touch engagement program designed to meet patients on their terms—with deep personalization and less friction.
March 23, 2021