Med Ad News 2021 Marketer on the Rise
Associate Director, Consumer Marketing
— Nomination submitted by McCann Health New York
Maria Sanchez puts her whole heart into everything she does. So it’s no surprise her heart failure brand, Entresto, is continuing to have record high growth, even in year six of its life cycle.
Year after year, Maria finds new ways to challenge the boundaries of pharma marketing. In 2018, she played a key role in persuading management to run 30-second TV spots for a boxed warning drug – a first for Novartis – that instantly doubled the impact of her media budget.
Under Maria’s leadership, Entresto was named one of the top five most visible advertisers on Facebook. In 2020, Maria launched the “Did You Know?” campaign – a series of OLVs and banners that encourage patients to learn the facts about heart failure. Together with other tactics, the effort has generated more than 177,000 new leads, just in time for Entresto’s 2021 label expansion.
Maria has also been a pioneer in using social media tools typically reserved for non-pharma brands. She was the first in pharma to use unbranded to branded retargeting ads to increase consideration, automated responses via Social Messenger to encourage and build trust in the CRM program, and programmatic targeted online video overlays.