Psteinberg.resume. march 2012

PETER D. STEINBERG
MEDICAL WRITER/HEALTHCARE MARKETING COMMUNICATIONS COUNSELOR
Specialist in development and refinement of messages for professional and consumer audiences, based on
analysis and interpretation of clinical data. Over 20 years’ experience in providing specialized editorial
services and strategic counsel to pharmaceutical and biotechnology companies, medical device
manufacturers, managed care organizations and medical specialty societies. Expertise in oncology,
nephrology, infectious diseases, cardiovascular disease, respiratory disease, metabolic disorders,
endocrine disorders, pain management, radiology, neurological disorders, and genomics.
EMPLOYMENT HISTORY
FREELANCE MEDICAL WRITER/MARKETING COMMUNICATIONS CONSULTANT
1/06-present
Collaborate with medical education, public relations, publications management, advertising and sales
training agencies in developing a wide variety of communications materials. Projects have included:
• review articles, monographs and letters to the editor on treatments for cancer, allergic rhinitis, mental
disorders, infectious disease, lower urinary tract infections, and other conditions • medical meeting abstracts and posters presenting data on treatments for HIV/AIDS, allergic rhinitis, urticaria, ulcerative colitis, and other diseases • continuing medical/nursing education materials, patient education materials, and sales training tutorials focusing on oncology (chemotherapy, prevention of bone metastasis, clinical trials, and basic disease information), asthma, type 2 diabetes, metabolic syndrome, second-generation antihistamines, atypical antipsychotics, mucocele, stroke in African-Americans, and treatments for Alzheimer’s disease • management of clinical publications programs for investigational antiretroviral and anti-infective agents, including editing and fact-checking of more than two dozen abstracts and manuscripts for submission to journals and medical/scientific congresses • slide presentations on new directions in cancer research, cancer treatment-induced bone loss, ovarian cancer survivorship, improving wellness in mental health, and treatment of HIV and hepatitis C virus • writing and editing of opinion pieces on opportunities in personalized medicine, communications preparedness for follow-on biologics, implications of healthcare reform, conducting clinical trials in Latin America, and the role of public relations in clinical trials recruitment • blogs on various topics pertaining to services provided by contract research organizations • white paper series on outsourcing pharmaceutical manufacturing and packaging services to streamline • scientific and promotional content for various company/product Web sites • newsletter articles for a university medical center heart and lung institute • product labels for nutritional foods for the dietary management of osteoarthritis and osteoporosis • editing of white paper on intellectual property law and its impact on the biotechnology sector • press releases, backgrounders, Q&As and message tracks in the areas of oncology, respiratory medicine, cardiovascular disease, antiretroviral therapy, rheumatology, diagnostic imaging, and women’s health • reports from medical meetings on current topics in hypertension and diabetes research • media and environmental audits on calcium supplementation, osteoporosis, and women’s health • preparation and participation in new business presentations to pharmaceutical, biotechnology, and
SENSEI MASTERFUL HEALTH COMMUNICATIONS, New York, NY
Director, Scientific Content, 2/03-12/05
Coordinated development and dissemination of scientific content of numerous communications programs,
with a special focus on issues management. Clients included:
• Bayer® Aspirin: Managed issues management programs to support the brand’s positioning in
cardioprevention. Secured third-party support for Bayer’s primary prevention Citizen Petition through preparation of briefing documents and positioning statements. Enhanced brand awareness through development of physician-bylined articles and promotional materials focusing on major clinical studies, aspirin’s safety profile, use in special populations, and other issues. • Tibotec Therapeutics: Prepared slide content, educational brochures and media materials for highly
successful awareness-building campaign in ovarian cancer, resulting in more than 21 million impressions in its first month. Provided ongoing support for Doxil® clinical program through data-driven communications and preparation of media/educational materials. • Provided specialized editorial services, medical meeting support, opinion leader liaison, and marketing communications counsel for other clients including Boehringer Ingelheim, Ortho
Biotech, Virco Lab, Inc., and the Research Institute for Genetic and Human Therapy (RIGHT).

BURSON-MARSTELLER, New York, NY
Director, 5/01-1/03
Managed scientific communications programs for various clients within Healthcare Practice, with special
focus on medical writing and editorial services. Consulted other agency practices on scientific outreach
for special health-related issues.
• AstraZeneca: Provided a range of strategic and editorial services for CNS, Pain and Infection
Therapeutic Area, including physician-bylined article programs, materials development, and pre-launch communications for emerging and currently marketed products. • Affymetrix: Managed scientific communications to support data publications, product launches, and
other activities initiated by Affymetrix and its research partners. • Vasogen: Coordinated pre-launch communications program for immunomodulatory therapy
• Eli Lilly & Company: Developed content for physician section of diabetes_sight.org, a diabetic
retinopathy Web site jointly developed by Lilly and Prevent Blindness America. • Coordinated various aspects of scientific communications for Wyeth, Aventis, Cephalon, National
Institute of Environmental Health Services, Cardiovascular Research Foundation, and other
Healthcare clients.

OGILVY PUBLIC RELATIONS WORLDWIDE, New York, NY
Vice President, 1/00-4/01
Strengthened positioning of Health and Medical Practice through management of communications
programs and development of practice marketing tools.
•
Amgen Inc.: Managed bylined article program and liaison with nephrology and oncology opinion
leaders, generating significant pre-launch visibility for Aranesp™. Influenced launch positioning
through analysis of pertinent developments in anemia research and medical literature. Aradigm Corporation: Coordinated clinical communications program and publication plan to
support Aradigm’s aerosolized pulmonary drug delivery technology, with applications in inhaled
insulin, pain management, cystic fibrosis, and other disease areas. Enabled strategic synergies with
investor relations and business development through identification of viable publication
opportunities.
Titan Pharmaceuticals Inc.: Managed cross-practice communications program with Investor
Relations group, supporting clinical development programs in Parkinson’s disease, schizophrenia,
oncology, and substance abuse treatment. Supervised development of clinical content for Titan’s Web
site, resulting in concise, effective positioning of products and research programs.
WebMD: Developed and coordinated payor communications plan, enabling WebMD to forge and
strengthen relationships with major insurers and managed care organizations. Enhanced company
visibility through development of conference presentations and bylined articles for WebMD’s CEO
and other executives.
Launched Health Matters, a series of reports on healthcare communications distributed to more than 400 marketing and communications professionals throughout healthcare industry. Raised agency’s profile through reporting and analysis of issues such as Rx-to-OTC switches and industry/nonprofit partnerships.
STRATIS-KPR, New York, NY
Vice President/Account Supervisor, 6/99-12/99
Supervised communications programs for Hoffmann-La Roche’s Xenical®, agency’s largest account.
Facilitated highly successful product launch driven entirely by marketing communications. Coordinated
post-launch media tours in 58 markets involving more than 100 physician and patient spokespersons.
Managed network of 12 regional agencies executing local market plans, securing significant penetration
in each market. Supervised 15-member account team responsible for media relations, physician/patient
outreach, constituency/third-party liaison, and media monitoring/analysis.
MEDISPHERE COMMUNICATIONS, INC., New York, NY
Senior Vice President, 4/99-6/99
Vice President/Editorial Director, 9/96-4/99
•
Developed data-driven materials and supervised communications programs for Bristol-Myers Squibb Company’s HIV franchise, focusing on Zerit®, Videx®, and Droxia®. Managed communications activities at major HIV-oriented medical conferences and outreach programs targeting African-Americans, enhancing visibility for BMS among key professional and consumer audiences. Managed Power Over Osteoarthritis Pain initiative for Tylenol® (McNeil Consumer Healthcare) and American College of Rheumatology, including orchestration of patient education seminar and development of physician monograph, patient brochure and journal supplement. Coordinated all media activities to support initiative, which generated more than 10 million impressions. Provided strategic counsel and media/editorial services to American Geriatrics Society and American Society of Hypertension, including on-site meeting support, message development, and preparation of press materials.
SHANDWICK USA, New York, NY
Vice President, 5/96-9/96
Account Supervisor, 5/95-5/96
Provided strategic counsel, editorial oversight, professional/media relations, issues/crisis management and
inter-agency liaison for United HealthCare, Express Scripts, and Bayer Actron®.
STRATIS HEALTH COMMUNICATIONS, New York, NY
Account Supervisor, 7/94-4/95
Coordinated media/professional relations, issues management and patient education initiatives for
Burroughs Wellcome’s Zovirax® and Valtrex®.
PR,NY INCORPORATED, New York, NY
Director of Medical Communications, 2/92-6/94
Managed communications programs for Pfizer Labs, agency’s largest account. Coordinated media
campaign to support launch of Norvasc®. Provided pre-launch strategic counsel for Zyrtec®.
RUDER-FINN, INC., New York, NY
Senior Account Executive, 2/90-1/92
Account Executive, 9/88-2/90
Assistant Account Executive, 1/88-9/88
Executive Trainee, 7/87-12/87
Managed marketing communications programs for Glaxo, ICI, Boehringer Ingelheim, Carter-Wallace,
Warner-Lambert, and Novo Nordisk.

EDUCATION
M.B.A., Marketing, Stern School of Business Administration, New York University, New York, NY

A.B., English Literature, Washington University, St. Louis, MO. Graduated with College Honors
ASSOCIATIONS
Member, American Medical Writers Association

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