Results

I love digital marketing for not only for its constant innovation, but for its ability to drive and measure results. I have been able to show positive revenue growth in all digital channels over the past three years at Standard BioTools (formerly Fluidigm). Below are some examples.

DTP (Direct to Patient) Marketing: CF Living

Cystic fibrosis is a chronic disease that a patient is typically diagnosed with at birth. While life expectancy has increased over the past 20 years, the patient care burden is significant. Care shifts from the caregiver to the patient and needs change. The support program required content to support caregivers and patients throughout this journey. 

I was responsible for resegmenting this audience to focus on age rather than disease severity, as well as developing the website, email, and social media components of the program.

GROW YOUR

BUSINESS

To help demonstrate Genentech's commitment to the retinal community, I led the creation of Retina.org. 

This site provided resources for retinal specialists, with content curated by a group of prestigious, independent contributing editors who were all practicing retinal specialists. This site resonated with the retinal community and quickly gained traction, and met the goal rebuilding trust with the community.

What type of payment methods do you accept?

Wet macular degeneration typically affects adults 55 and older, so the web design needed to consider the low-vision needs of patients. 

Understanding this, I included a text-size selector to ensure maximum readability upon entry. In addition, I instructed my agency to design a Virtual Low-Vision Home, a resource to help patients and caregivers incorporate simple changes to make their homes safer and easier to navigate with low-vision. 

The site was part of the overall relationship marketing program, including email, direct mail, and call center components.

"Ali was extremely knowledgeable in the digital space and helped bring others unfamiliar along in the process. She was also always thinking longer term and helping us see how different tactics connect to each other from her extensive previous experiences. I was blown away by how quickly she jumped into action and how she checked for impact and asked for feedback along the way." 

- Katrina Journey, Clearside Biomedical

Context: Katrina was my client while I was consulting through AGM Digital. One of my key projects was running a KOL Ad Board.

"Working with Ali is great. She is smart, personable, and she is an ideal team player for driving organizational change. She worked through a complex landscape of decision-makers to validate her approach. In just two years since launch, the field teams have sent over 80,000 compliant communications on the new platform - and I can confidently say it would not have happened without Ali."

- Liam Sherman, meltmedia

Context: Liam worked at meltmedia, an agency that worked extensively at Genentech. Melt was a key agency in my role as Group Manager for Digital Sales Enablement. 

"Ali is an incredible partner. Her passion for innovation and digital marketing are contagious in the energy that she demonstrates as a leader within the commercial organization. She is an incredibly easy person to get along with and a natural leader who draws people to her. An outstanding collaborator she has demonstrated her ability to drive creativity within national and global organizational teams and has positively impacted change." 

- Carlos Riquinha, Genentech

Context: Carlos was a Senior Clinical Oncology Specialist and member of the field advisory board I created (the first of its kind at Genentech) to ensure I had regular feedback from the field.

Portfolio