november - Healthcare Marketer's Exchange

h ont ! M t e Nex y Issu ida Hol

Vol. 21, No 10

“Where Healthcare Marketers Connect”

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20

NOVEMBER

2012 20

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Leah Lanci

FingerPaint Marketing

MediMedia

Maureen Dwyer Liberti

Pat Relyea

Jennifer Villa Kearins

Brave Will

Doing My Part to End Cancer

Operation Backpack

Dedicated to Making a Difference

Page 6

Harrison and Star Page 8

Page 7

Mary Christian

Gail Feltham

A Safe Place for Pregnant Women

Doing What I Can

Bristol-Myers Squibb

Page 10

Shore Strategies Health, LLC Page 14

Page 12

Axon

John Molluso

American Academy of Family Physicians

Leslie Baran

Siemens Healthcare Diagnostics

Cancer Hits Close to Home Page 16

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Michael J. Konowicz

Karysse L. Robinson

Communications Media, Inc.

Communications Media, Inc.

Operation Flying Dragon Page 18

Personal Exchange Page 20

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If you’re going to select a single journal to read through and through, Annals of Internal Medicine has virtually everything that you’re going to need to know about medicine. David H. Gremillion, MD FACP Wake Forest, NC

”

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“You can always find clinical pearls that you can use in your practice. And you can always think of recent patients that you’ve seen where an article will touch on some aspect of their care.” Raymond Basri, MD, FACP Middletown, NY

“It’s the best voice for internal medicine … has great scientific articles.” Charles Wittnam, MD Billings, MT

“It helps me to be a better doctor.” Paul F. Dende, DO, FACP Hanover, PA

ACPHOSPITALIST Annals of Internal Medicine

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Thanks Giving – two powerful words in one holiday. To ponder on the thanks part is easy, but how often in our busyness do we forget to say thanks? How often do we overlook the pleasantries as we rush through our to-do lists? We need to be intentional – make sure we take time out of our day to say thank you. Who couldn’t use a little appreciation? When I was a kid my mom taught me the etiquette of writing thank you notes on nice monogrammed paper. In addition to saying thanks for a specific gift or event, the line I always included was, “Thanks for remembering me in such a nice way.” I had poor handwriting, so it would take me three or four times before I passed muster, according to my mom’s standards. But eventually, that thank you note would be mailed. The art of thank you, notes or otherwise, seems to have lost some steam over the years. Would you consider this my note of gratitude to you? I hope you, my advertisers and writers, know how deeply I appreciate you. THANK YOU! Then there’s the giving part…Especially today, it’s so important to do what we can. Some people are literally relying on others’ giving for survival. Giving can create a sense of community; a sense that we’re all in this together, caring for one another. And giving is an extension of appreciation for all that we have. I remember a conversation with my dad not too long ago. He was telling me about the Great Depression. How desperate people were…and there were no safeguards like food stamps, unemployment services, welfare as we know it. It was scary. Dad recalls the tinkers or vagabonds getting off the trains and making their way to the family’s doorstep, harmonica in hand, asking my grandmother for a cup of soup for a song. Times sure have changed. Or have they?  This season, this time of Thanks, this time of Giving is an ideal opportunity to slow down and open our eyes to the needs of others, as the writers featured in this issue have done. I am inspired as I read about the individual efforts and company-wide initiatives our friends and colleagues in this industry participate in. There is indeed a lot of time, treasure, and talent being offered to help those who can use a hand. Jennifer Villa Kearins writes about how her company, Axon, gathers together to fight cancer, heart disease, and hemophilia. John Molluso and Leslie Baran partner in marriage and in their efforts to cure leukemia and lymphoma through volunteering, walks, and fundraising. Gail Feltham gives the gift of life as a regular blood donor and heads up the annual St. Baldrick’s fundraiser for the East Coast’s Irish American Business Network. Pat Relyea shares Harrison and Star’s experience ensuring homeless kids have school supplies through Operation Backpack. Mary Christian lends her expertise and support to The Center for Great Expectations, a residence for homeless pregnant adults with addiction issues, and homeless, pregnant adolescents. Maureen Dwyer Liberti joins a team of family and friends in the Lustgarten Annual Pancreatic Research Center Walk/Run and supports Living Beyond Breast Cancer, a survivor support organization. And Leah Lanci, influenced by an always giving grandfather, shares her very personal story of her work with the Brave Will Foundation, named for a precious little boy. Michael J. Konowicz’s real-life adventure tale, Operation Flying Dragon, reminds us of the many people we are indebted to as they serve to defend and ensure our country’s safety…and gives us a few tips on how we can best remember those in our armed forces during the holidays. And thanks to Karysse L. Robinson for a look at her life through her lively Personal Exchange. I know this is just a small sampling of what you all are doing to reach out to those in need. And to all of you, I say thank you for doing your part to make this world a better place.

Thanksgiving Blessings to You,

www.acphospitalist.org • April 2012

5 June 2012

Annals of Internal Medicine

Volume 156 • Number 11

An Official Publication of the American College of Physicians

FUNGUS AMONG US

www.annals.org

Established in 1927 by the American College of Physicians

Original Research

HARMFUL SPECIES ON THE RISE

Secondary Gastrointestinal Cancer in Childhood Cancer Survivors. A Cohort Study Henderson, Oeffinger, Whitton, and others

757

Prediction of Heart Failure Mortality in Emergent Care. A Cohort Study Lee, Stitt, Austin, Stukel, Schull, Chong, and others

767

Effect of the Medicare Part D Coverage Gap on Medication Use Among Patients With Hypertension and Hyperlipidemia

776

Li, McElligott, Bergquist, Schwartz, and Doshi

Reviews

Estimating Equations for Glomerular Filtration Rate in the Era of Creatinine Standardization. A Systematic Review

785

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Earley, Miskulin, Lamb, Levey, and Uhlig LETTERS 838 COMPLETE CONTENTS I-9

Screening Women for Intimate Partner Violence: A Systematic Review to Update the U.S. Preventive Services Task Force Recommendation

796

Nelson, Bougatsos, and Blazina

Research and Reporting Methods

Conflicts of Interest Ethics: Silencing Expertise in the Development of International Clinical Practice Guidelines

809

Jones, Barkun, Lu, Enns, Sinclair, Martel, and others

Clinical Guideline

Plus: Diagnosing gout p. 18 Open records

p. 22

Managing fluids in sepsis p. 26

Guidelines for Improving Entry Into and Retention in Care and Antiretroviral Adherence for Persons With HIV: Evidence-Based Recommendations From an International Association of Physicians in AIDS Care Panel Thompson, Mugavero, Amico, and others

Editorial

The Doughnut Hole: It’s About Medication Adherence Roumie

On Being a0ATIENT Big Incision Baruch

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• Credible • Influential • Relevant • Practical • Clinical • Essential Reads Contact: Kevin Bolum, Director, Advertising Sales at [email protected] or 215-351-2440 Kenny Watkins at [email protected] or 973-785-4839

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Andrew J. Watson, Wockhardt USA Free Pharmapalooza Ticket Generously donated by Debbie Renner, SSCG Media Group Marianna Tardie, KnowledgePoint360 Group $25 for participating in The Exchange Charity Poll

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Onward & Upward

Promotions • Additions

AbelsonTaylor has announced the appointment of Justin Mroz as Senior Interactive Producer and the promotion of Kathy McCracken to Senior Account Executive, Barbara N. Seigfreid, Christina Mirro, Mary Clare Mooney, and Samantha Hickey to Account Executive, Jill Hogan to Senior Interactive Producer, Katerina Babinski to Manager of New Business Development, and Eric Cale to Senior Account Supervisor. They can be reached at 312-894-5500. Advanced Clinical has announced the appointment of Susan Seroskie as Executive Vice President of Strategic Resourcing. Clinical Research Advantage (CRA) has announced the appointment of Joanne Mashburn as Vice President, Quality Assurance. For further information, visit www.crastudies.com. DMW Direct has announced the appointment of Joann Hoffsis as Account Director and Caryn Crump as Machine Operator. DMW Direct Fundraising, a division of DMW Direct, has announced the appointment of Karl See as Vice President of Fundraising and Sue Maloney as Account Executive. FingerPaint Marketing, Inc., has announced the appointment of Brianne Planko and Sharon Borgos to their Account Service team and April Frank to their Project Management team. Ogilvy CommonHealth Interactive Marketing has announced the appointment of Fred Petito as Senior Vice President, Managing Director, and Ryan Oleson as Vice President, Management Supervisor, and the promotion of Matt Balogh to Senior Vice President, Director of Technology, Kathie Marshall to Senior Vice President, Director of Project Management, Nelson Figueiredo to Vice President, Associate Director of Technology, Max Divak as Interactive Development Manager, and Carissa Keppel as Interactive Art Director. The CementBloc has announced the appointment of Robert Roth as Group Account Director, Michael Stolper as Account Director, Rachel Mansfield as Account Manager, Katarina Hellstrom as Vice President, Account Planner, Darryl McNeil as Director, Analytics and Operations, Jon-Eric Waddell as Senior Analyst, Hui Tang as Research Analyst, Sanjay Gupta as Associate Director, Multichannel Project Management, Annette Kosaka as Senior Multichannel Project Manager, Stephen Whelan as Multichannel Project Manager, Debora Shiokawa as Associate Creative Director, Digital, William Ricchini as Associate Creative Director, Copy, Richard SanFilippo as Group Copy Director, Michael McSwain as Senior Copywriter, and Thu-Nhi Nguyen as Senior Art Director. Topin & Associates has announced the appointment of Heather Chenery as Senior Project Manager and Justin Smith as Web Developer, and the 2012_TheExchange_v3-1.pdf 8/16/12 4:45:40 PM promotion of Brianna Anderson to Project Manager. 

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New & Noteworthy

Awards • Mergers

Abbott has received FDA approval for Humira® (adalimumab) for inducing and sustaining clinical remission in adult patients with moderately to severely active ulcerative colitis (UC) when certain other medicines have not worked well enough. Combined with its approval to treat moderate to severe Crohn’s disease, Humira is now approved for the treatment of two primary diseases that comprise inflammatory bowel disease (IBD). Acton Pharmaceuticals, Inc., has received FDA approval for sNDA (Supplemental New Drug Application) for Aerospan® (flunisolide HFA, 80 mcg) Inhalation Aerosol, a hydrofluoroalkane (HFA) orally inhaled corticosteroid indicated for the maintenance treatment of asthma as a prophylactic therapy in adult and pediatric patients six years of age and older. With this approval, Acton is now planning to launch Aerospan in early 2013 into the $8.3 billion U.S. inhaled steroid market. American Medical Association (AMA) has announced the culmination of medicine’s annual effort to capture and describe the latest scientific advances in medical, surgical, and diagnostic services with the recent public release of the 2013 Current Procedural Terminology (CPT) code set. The new code set should be used for claims filed as of January 1, 2013. For additional information, please visit the AMA website at www. ama-assn.org/go/symposium. Amgen has received FDA approval for a new indication for Prolia® (denosumab) as a treatment to increase bone mass in men with osteoporosis at high risk for fracture. Prolia, the first FDA-approved RANK Ligand inhibitor, is a subcutaneous injection administered by a healthcare professional every six months. Bayer HealthCare and Onyx Pharmaceuticals, Inc., has received FDA approval for Bayer’s Stivarga® (regorafenib) tablets for the treatment of patients with metastatic colorectal cancer (mCRC) who have been previously treated with currently available therapies (including fluoropyrimidine, oxaliplatin, and irinotecan-based chemotherapy, an anti-VEGF therapy, and, if KRAS wild type, an anti-EGFR therapy). Indigenus has announced that CPC Healthcare Communications, based in Toronto, Canada, is now a member of the Indigenus family. Integrated Healthcare Strategies has announced the publication of a new book titled Healthcare Leadership Excellence: Creating a Career of Impact, authored by James A. Rice, Ph.D., an Executive Vice President with the firm, and Frankie Perry, R.N., L.F.A.C.H.E., a long-serving expert in the healthcare industry. Janssen Pharmaceuticals, Inc., has received FDA approval for a Supplemental New Drug Application (sNDA) for updated product labeling for Invega® Sustenna® (paliperidone palmitate). Invega® Sustenna® is a monthly extended-release injectable suspension atypical antipsychotic indicated for the treatment of schizophrenia. Among other changes, the approved labeling provides greater flexibility and dosing options for healthcare providers. Reckitt Benckiser Pharmaceuticals, Inc., has received FDA approval for 4 mg and 12 mg doses of Suboxone® (buprenorphine and naloxone) sublingual film. Suboxone® sublingual film is indicated for maintenance treatment of opioid dependence, also known as prescription opioid painkiller and heroin addiction, a growing epidemic in the United States. WebMD has announced its new WebMD Pain Coach™ for iPhone, a unique free mobile application for consumers and patients living with chronic pain. The new WebMD Pain Coach app builds on WebMD’s marketleading mobile applications through a holistic approach that helps users create a balanced lifestyle. For further information, visit www.multivu. com/mnr/57975-webmd-launches-unique-new-mobile-app-for-those-livingwith-chronic-pain. Wyanoke Group has announced the creation of a new company, Association & Meeting Services, LLC (AMS). AMS will provide meeting, exhibit, and registration services and a centralized point of contact for associations who utilize services from The Wyanoke Group companies. NOVEMBER 2012

Read and respected by the specialists working in Infectious Diseases and HIV control Clinical Infectious Diseases is named as the most essential journal by ID and HIV medicine practitioners.* 82% of respondents use Clinical Infectious Diseases always or often in making clinical decisions.* Reach over 11,000 subscribers including all members of The Infectious Diseases Society of America (IDSA) and HIV Medicine Association (hivma). * Results of the Independent Essential Journal Study-II Specialty: HIV-Infectious Diseases April 2012 by The Matalia Group

Contact Kathleen Malseed to reserve your space today! e: [email protected] t: 215-427-0392 www.oxfordjournals.org

Helping Hands

Caring Hearts

Brave Will by

Leah Lanci

I

tal. Considering that Will was only a couple months old have the and had been in the hospital most of his life, a proper privilege family photo had not been taken. As I walked into the of knowhospital, I remember thinking, “How can I do this; how ing a family that has can I keep my composure and photograph a terminally the unique ability to draw you ill baby?” in – they inspire you and pull your compassion to the And then it dawned on me, “How can this family do surface. Through the illness and passing of Will, their what they are doing, fighting with hope and determinaseven-month-old son, Tammy and Matt Hladun, along tion day in and day out?” With that perspective, I was with their sons Max and Ben, made it their mission to able to photograph this beautiful family and transform make a profound difference in pediatric healthcare by a hospital room to look a little less clinical and a little beginning the Brave Will Foundation. more like home. During that time, I also photographed The Brave Will Foundation is a nonprofit charitable the details of the life that the Hladun family had created organization that focuses on children with life-threaton that hospital wing. All of the caregivers were friendly ening illnesses and their families. Through countless faces who had even taught Will’s brothers the most fundraising efforts, the Brave Will Foundation is helping important details of that hospital floor – where the snacks balance the focus of healthcare needs beyond traditional and toys were! treatment plans. One of Brave Will’s efforts WILL’S PASSING SPURS A CRUSADE is to raise funds for After Will’s passing, his palliative care. When family immediately began I first started working their crusade to carry on with the foundation, a legacy of healing in his I didn’t truly undername. One of their bigstand what palliative gest efforts was to insticare meant…but now tute an annual fundraisI know that it means ing gala, which Tammy absolutely everycalls “Will’s big party.” I thing. told the Hladun family Palliative care that I wanted to help and, could be considered as fate would have it, my “soft medicine,” the photography and martype of care that is keting background came given to the child into play. The foundation who is ill and also committee asked that I supports that child’s The Hladun family portrait, taken at Albany Medical Center. create all the signage for family. This could the event and help tell Will’s story. They also wanted to take the simple form of a special dinner outing for the showcase my photography as a documentary of Will’s siblings of an ill child. Or it can be a special memorial crusade. That inaugural gala event brought in recordcelebration on the anniversary of a child’s passing. It is breaking funds and, now in its third year, it continues to the care that happens for the child and the family apart be a true celebration and a “big party” for the cause. from the hospitals, prescriptions, and treatments – the care that makes the family feel normal during a time when nothing is. A BEAUTIFUL FAMILY PHOTO

My first involvement with the Hladun family was when I was asked to photograph the family in the hospi-

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Helping Hands

Caring Hearts

Doing My Part to End Cancer by

I

Maureen Dwyer Liberti

’ve chosen to support two organizations that are water and treats to walkers/runners, or lending a hand in directly related to cancers that have touched my family any way the committee needs. personally. I also lend my support to Living Beyond Breast My sister-in-law died of pancreatic cancer in 2008 at Cancer (LBBC www.lbbc.org). Over 230,000 women are age 55, so I’d like to help eradicate this cancer. The Lustdiagnosed with breast cancer each year. My sister was diagnosed in 2009. Thankgarten Foundation’s (www. fully, three years later, she is lustgarten.org) goal is to cure doing great. LLBC empowers pancreatic cancer. Their misall women affected by breast sion is to advance the scicancer to live as long as posentific and medical research sible with the best quality of related to the diagnosis, life. They provide education treatment, cure, and prevenon breast cancer basics and tion of pancreatic cancer. in-depth information about Our family has participated symptoms and side effects. in the Annual Pancreatic LLBC addresses quality-of-life Research Center Walk/Run issues and planning for the for three consecutive years future. They also offer access as “Team Suzie Snowflake.” to cutting-edge breast cancer Our name honors my sister“Team Suzie Snowflake.” news, guides to understandin-law Sue’s love for everying breast cancer, information on how to participate in thing winter – anything with snowflakes represented a clinical trials, and opportunities for support from women special time of year for her and the holiday activities that who have been there and understand what a woman who brought family and friends together. We can’t help feeling is diagnosed with breast cancer goes through. LLBC also very sad, as the event reminds us that my sister-in-law is has a top-notch medical advisory board. no longer with us, but it’s a great way to honor her and the way she fought until her death. Though we walk as a group of family and friends, we each have our own homepage on www.lustgarten.org and solicit our own donations. In addition to the walk, I help out at Lustgarten events by hosting a table, giving out

Brave Will

Continued from page 6

a family truly rise to the occasion and turn a tragic event into an opportunity. They have given countless grieving families an opportunity to smile, to celebrate someone who is fighting for life…or has since passed. Through my charity efforts, especially with the Brave Will Foundation, I am able to give myself an opportunity as well – an opportunity to do something great for our humanity, an opportunity to share compassion and make a difference in someone’s life. Similar to the doubt I felt before photographing young Will in a hospital, there have been times in my life when I have said, “No, I can’t…” However,

TRAGEDY TURNED INTO OPPORTUNITY

as I now know through my experience with the Hladun

I have been lucky to have been involved with and donated my time towards many honorable charities. Nevertheless, my experience with the Hladun family has been the most rewarding in ways beyond measure. I witnessed

family, it really should only be, “Yes, I absolutely can.”

NOVEMBER 2012

Maureen Dwyer Liberti is Vice President, Group Publisher, MediMedia, 780 Township Line Road, Yardley, PA 19067. She can be reached at 267-685-2682 or MLiberti@ medimedia.com.

AN ENDURING INFLUENCE

My grandfather, Joseph, was a very generous humanitarian. He had a blind faith in the goodness in everyone

and gave without expectation of return. His favorite charitable cause was the “Smile Train.” He believed that everyone should be proud of their smile and that more smiles made the world a better place. He said, “Yes, I absolutely can” to everyone in need or who needed a hand up. I feel blessed to have had that influence in my life and, in part because of my grandfather, I will continue to give and volunteer. Hopefully, through my efforts, I can be a positive influence to others, giving them an opportunity to see how they can give back as well. The Brave Will Foundation website is www.bravewill.com; email is [email protected]. Leah Lanci is in Project Management at FingerPaint Marketing, The Lofts at 18 Division Street, Suite 414, Saratoga Springs, NY 12866. She can be reached at 518-693-6960 or [email protected].

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Helping Hands

Caring Hearts

Operation Backpack:

New Year. New Network!

Giving a hand up for kids who are homeless

O

by

Pat Relyea

ur employee-driven charitable committee within Harrison and Star, Caring Hands, was looking for a local cause to partner with in a very hands-on way. We found it in Operation Backpack, a Volunteers of America – Greater New York campaign that partners with corporations and individuals to help send homeless kids back to school with more of the means and confidence to succeed. The program in NYC delivers fully stocked, new backpacks to many of the thousands of children living in the city’s shelter system. Carina Towse, Vice President, Group Account Supervisor, who heads Caring Hands, explained, “While there are many ways to participate, we opted to commit to providing fully completed backpacks for a particular grade level. That meant not only raising funds, but shopping for all the required supplies and then stuffing each individual backpack. Operation Backpack is quite an undertaking, but one our people really rally around.”

a real confidence boost. With their new backpacks and fresh supplies, they didn’t look or feel so different from their classmates. They were motivated and excited about returning to school and learning. Inspired, I returned to Harrison and Star committed to making this our most successful drive to date. And it was. RECORD-BREAKING SUCCESS

Thanks to the great efforts of Caring Hands’ committee members and the enthusiastic support and generosity of our colleagues at Harrison and Star and our sister agency, Biolumina, we raised a record amount selling ice cream treats and raffle tickets for a day off. Nancy and I shopped till we dropped, finding the best values on the most appealing backpacks for the kindergarten set. Linda helped procure the pencils, paints, crayons, notebooks, and other requested supplies through our vendors. And management supported us every inch of the way, both in terms BACKPACK KICKOFF of time and funding. I volunteered to F i n a l l y, w e w e r e head up the effort this ready to pack up the year with help from Operation Backpack 2012 at Harrison and Star. Top (left to right): Tina Kott (Production); bags – always the highother committee memCasey Cammatte (Recruiting); Donna Krehel (Copy); Carina Towse (Account Services); Lily light of the drive. It was bers, including Linda Chen (IT); Sashua Valentin (Account Services); bottom (left to right): Linda Hamel Finley Hamel Finley from with pride and joy that (Office Services); Nancy Robbins (Copy); Pat Relyea (Copy). Office Services and we completed over 50 Nancy Robbins, a fellow copywriter. This would entail backpacks! It’s a great feeling to give back to your combeing the liaison with the sponsoring organization, funmunity in a very tangible way. draising, procuring the backpacks and supplies, and makVolunteers of America – Greater New York had some ing sure all the packs were properly stocked and sorted 150 companies as well as numerous individuals particifor pickup by mid-August. My first task was attending the pate in Operation Backpack 2012. Their success was also kickoff at the Volunteers of America – Greater New York record breaking – 13,500 backpacks were donated for disheadquarters in early June. It was eye-opening. tribution to children throughout the city’s homeless and The amount of organization and effort it takes to domestic violence shelters, nearly a 70% increase from the year before! mount this yearly drive is staggering. In the 11 years If you or your organization would like to be involved they’ve been doing it, the folks at Volunteers of America next year, Volunteers of America – Greater New York Greater New York have gotten it down to a science. Meetwould love to hear from you. Just contact Kristin at ing and exchanging ideas with other corporate [email protected] or 212-496-4307 and tell her you’re pants was enlightening, but the most moving part of the interested in being an Operation Backpack partner. Need agenda was a video of a former backpack recipient. This more inspiration? Visit www.voa-gny.org/Get-Involved/ young woman, who now attends a major NYC university, Operation-Backpack. told of how her family had encountered hard times that resulted in an eviction and homelessness. The only way to stay together was to go into the shelter system. It was here that she and her siblings received the backpacks that helped ready them for the school year and also provided 8   T H E E X C H A N G E     w w w . H M E x c h a n g e . c o m

Pat Relyea Is Vice President, Copy Group Supervisor, Harrison and Star, 75 Varick Street, New York, NY 10013. She can be reached at 212-822-6450 or [email protected]. NOVEMBER 2012

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