Zara Baker

USA Vascular Centers offers minimally invasive and non-surgical treatments to patients with vascular conditions like peripheral artery disease (PAD). As a new clinic with a predominantly senior patient audience, the challenge was to lead the brand and patient engagement strategy by creating an inclusive omnichannel patient experience. In less than a year, the clinic reached over five million patients and increased appointments by 30%.

Psoriatic arthritis (PsA) is a chronic autoimmune disease affecting up to 30% of psoriasis (PsO) patients. PsA symptoms can be similar to those of other types of arthritis, leading to delays in diagnosis and treatment, which can result in irreversible joint damage. Amgen's Otezla is a prescription medicine that treats PsA and PsO indications.

"Do a Double Take" is a digital PR campaign to increase awareness of PsA and Otezla. This campaign featured pop icon and entrepreneur Lance Bass, who created a TikTok-style dance routine and song to encourage people to recognize the early signs of PsA and empower them to take action. The "Double Take" campaign reached over 750 million people via paid, earned, and owned media channels and received massive press coverage.

I led the value-based digitalization for Ionis Pharma, a global leader in RNA-targeted therapeutics. The solution involved the following:

1. Digital Readiness – I ran a comprehensive digital readiness assessment to establish a solid foundation for the digital transformation journey, evaluating the organization's current state across multiple dimensions.
2. Strategy and Vision – This comprised leadership and governance, technology infrastructure, data and analytics, processes and operations, and organizational culture.
3. Digital Innovation North Stars – I established an enterprise ambition focused on faster time to market and digitizing the patient experience. These goals represented each function in the organization.
4. Digital Governance – I deployed a digital center of excellence with a central team to establish digital governance and streamline processes, creating a robust governance framework to oversee digital initiatives and ensure alignment with business goals.
5. Education and Training – I conducted digital innovation workshops and fostered an inclusive, digital-first culture. This involved comprehensive training programs to upskill employees and foster a culture of continuous learning and innovation.