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Kate Cronin

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Managing Director
New York, NY
Posts: 3

Kate Cronin, head of the Global Healthcare Practice, is responsible for overseeing the firm’s overall healthcare and pharmaceutical business including consumer health and biotechnology.

At Ogilvy, Kate guides the Global Healthcare Practice in providing superior client service.

With 20 years experience in the health care arena, Kate has engaged clients on issues, product approvals, FDA advisory committee hearings and product labeling changes. She is also instrumental in ensuring that client needs are consistently addressed from resource allocation, service audits to financial considerations.

Prior to joining Ogilvy, Kate was head of the New York Healthcare Practice at Porter Novelli where she led a team of 60 people, provided strategic counsel to clients and developed consumer mobilization programs and physician education initiatives for clients including Novartis, Pfizer, BMS, Wyeth, Aventis and Baxter.

She has particular expertise in managing global programs, as well as prelaunch and launch initiatives for a variety of clients, including an award-winning communications plan for the Rx-to-OTC switch of Tagamet®. In addition, she managed product launches in a range of disease categories, including the central nervous system, AIDS, consumer health, hemophilia and respiratory diseases.

Experienced in building client relationships with professional and patient third-party organizations, Kate has conducted alliance building programs for several clients including Eisai and Pfizer, Biogen and Amgen.

Kate also conducted research in the field of neurobiology at Cornell University Medical College. She presented her research at the annual Society for Neuroscience meeting and has co-authored several research articles in peer-review publications, including the Journal of Comparative Neurology, the Journal of Neuroscience and Neuroscience Abstracts.

Kate earned her Bachelor of Arts degree (major in Biology) from Smith College in Northampton, Massachusetts.

Let’s Talk Numbers: Reality TV’s Surprising Impact on Young Women

Mar 01

Category: Media, Research + Insights

Sometimes when I’m really feeling like giving my brain a vacation, I watch reality TV…

This is (was) my dirty little secret. But the REALITY of reality TV is how poorly women are portrayed across the board. The ‘famous’ moments include the RHNJ fist fight at the christening party or the mother who showed up on “Dance Moms” yelling obscenities at Abby Lee while Abby called the police. Who can forget June “the Coupon Queen” and Alana, her daughter, who “hollers for the dollar” from Toddlers & Tiaras? Their behavior has earned over 2,440,000 views on YouTube. And what about the seemingly endless wave of women vying for a coveted spot on “The Bachelor,” desperate to get a rose from a complete stranger and then shattered to tears when they aren’t chosen. What is that all about? I could go on and on, but I won’t because it would lead the reader to believe I watch more of this form of entertainment than I do.

The truth is women aren’t the only one watching these shows. The number of tween and teen girls enjoying reality TV is on the rise – 43 percent are regular viewers and 30 percent said they sometimes watch. Teen Mom, a show that follows the lives of young pregnant girls—many of whom have trouble with drugs, alcohol and the law—is one of the most popular shows among this set. My 14-year-old daughter now loves “Dance Moms” and this new found excitement has led her to ask if I can encourage my younger 9 year old daughter to go into dance. I’m not sure I follow why she thinks it would be interesting to see her mother join the ranks of angry dance moms. Maybe she has a mature and ironic sense of humor for a 14 year old girl. It made me wonder what kind of effect this is having on her (and what kind of mother am I to allow her to watch this crazy show).

This question and concern led me to a recently published survey conducted by the Girl Scout Research Institute and I was surprised by what I learned.

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Motivation and Inspiration: What We Can Learn from Female Leaders of Today

Apr 12

Category: Events and Conferences

Motivating…That summarizes the NY Women in Communications Matrix Awards luncheon yesterday. After a weekend where my 14-year-old cat died (as my daughter and her friend were trying to play with him), I sprained my ankle tripping over my kids shoes in the front hall (they never clean them up), I discovered my son’s missing test (in the garbage with a big D in red ink) and my faucet broke, I didn’t really have high expectations for a Monday afternoon lunch. I was just relieved I wasn’t home. Don’t get me wrong, I love my kids and my family but some weekends, a Monday in the office can actually be a relief from the weekend!

I certainly wasn’t expecting to experience any revelations as I assumed (wrongly) that this was just another awards luncheon where people would say nice things about other people and we would clap appropriately in between moments of sneaking peaks at our blackberries. However, this case was a bit different. After the first presentation, I paid close attention. On the one hand, I thought I was going to get depressed. Here all these women have done great things with their careers, and I’m in my 40s, nursing a swollen ankle and thinking about where I’m going to bury my cat among all the other work priorities that were on my mind. However, I was keen to hear more from the honorees, as well as the women who introduced them. Little did I know that my feelings of depression would move to those of motivation. I didn’t think I would walk away so inspired to try just a little bit harder and push myself to take a few more risks in my career. To get some clarity on what triggered this inspiration, it probably would help if I shared who was honored:

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From Careability to Shareability

Nov 17

Category: How-to, Media, Preferences, Research + Insights, Social Media, Trends & Behaviors

The M2W®–HC™ — Marketing Pharma & Healthcare to Women Conference in Chicago has provided a great opportunity to spend two full days talking about reaching women – not as a segment, but as a market.

A great, simple demonstration of the power of women in purchasing decisions is when Mary Dean, founder of KickSkirt Inc., asked women in the audience to hold up their purses and compared them to the size of men’s wallets. (And, I’m sure many of those bags were purchased within the past six months!).

In the area of healthcare, women make the bulk of the purchasing decisions for their families. What all the attendees here are thinking and talking about is how to create a deeper connection with women so that they become brand loyalists. To do this, we must listen to women, understand and have a dialogue. It’s no longer about talking at them and pushing messages on them. We all now know this – the key is how best to do this. We need to LISTEN to them and respond accordingly. To build trust, we need to offer women tools and services that support them and will make them want to continue their relationship with the company or product.

Another area of focus that has generated buzz here is moving from ‘careability’ to ’shareability.’ Pink Tank demonstrated several examples of how getting women to share information, actually can move sales and demonstrate ROI. Getting a woman to share means she has to believe in the brand or initiative and she must want to attach herself to your brand. For healthcare initiatives, shareability is such an important factor in the success of a disease movement- think Red Dress or One Less.

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