Ellen Hoenig Carlson’s Back of the Book Blog

After 18 years in the pharmaceutical and consumer health industries, I set up shop in 2001 and called it AdvanceMarketWoRx, working with clients to simplify the complexities of consumer and pharmaceutical marketing.

During my industry years, I’ve worked with the likes of Revlon to Bristol Myers Squibb, from consumer brand management in the US to global category development in Asia, to leading one of the pharmaceutical industry’s first Consumer/Patient Centers of Excellence (also known as Direct-to-Consumer (DTC) and Database Marketing).

At AdvanceMarketWoRx our challenge for each project is to find an elegant solution – the best way to use resources to achieve profitable growth.

Working on the third floor of an 1854 farm house my husband and I remodeled for our family, the first thing people usually say when they come up is ‘wow, pretty cool space’ – (it still has the original post and beam construction). The second thing they say is ‘Wow, you have a lot of books -how do you read all these?’

It’s true, books are everywhere and I have a problem throwing any away, even the bad ones. At the end of each summer, when I get back from vacation, our office manager, Loretta, has bought another book case in an attempt to reorganize them all.

Learning is a passion for AdvanceMarketWoRx (AMW) – it’s part of our ethos, and it’s at the heart of the freshness that drives our brands’ performance. When I read a book, I underline and write in the margins. When I get ideas as I’m reading, I write them down in the ‘back of the book’… the better the book, the more writing I do.

At AMW, we get excited when someone writes a good book. We’re energized by other peoples’ great thinking – it helps us to do more of our own, and to lead clients to do more. This blog celebrates our learning practices and all my notes in the ‘back of the book’. It invites you to think with us about how to best leverage marketing resources to navigate growth in an increasingly complex consumer world.

While we often focus on Healthcare, Over the Counter (OTC) and Pharmaceutical Marketing (including biopharma and life sciences), we’re always watching the best work in marketing elsewhere and invite you to explore that here as well.

Other members of the AdvanceMarketWoRx team may also contribute articles (Patti Kriger, Lisa Ruderman)

We look forward to learning with you.