Laurie Gelb

							                                              Laurie Gelb
                                      1942 Westlake Ave apt 2910
                                           Seattle, WA 98101
                                             206 204 5570
                                          lmgelb@gmail.com

Summary
Creative but evidence-driven researcher, strategist, manager, content developer. Collaborate with diverse
clients, colleagues and stakeholders to drive win/win outcomes.

Experience
9/10 – present: Independent Marketing Consultant

10/07 – 9/10: Senior Consultant, Trellist Marketing | Technology, Wilmington, DE

Proposed, managed and delivered marketing and e-learning projects for established and startup
enterprises. Collaborated with information architects, application developers and account managers.
Implemented data collection & analysis, evidence-based strategy development, copywriting and search
engine optimization. Worked across digital, direct mail, trade and print channels. Clients included
Majestic Athletic, AmeriHealth, Barclays, TA Instruments, Virtual Resources.

3/07 – 12/08: Independent Health Outcomes Research Consultant, Wilmington, DE

Completed multiple publications and presentations, including a first author paper in J Glaucoma.

8/04-2/07
Director, Market Research & Planning, HealthCore, Inc., Wilmington, DE (subsidiary of WellPoint, Inc.)

At Blue Cross spinout, integrated survey, epidemiology, claims and chart-level data at patient, physician
and plan levels for manufacturers and payors. Worked with statisticians, programmers, database managers
and compliance. Chaired Process Improvement Group, created sales aid, updated Web site and packaged
consulting services. Created client satisfaction, mentorship and knowledge management platforms.

1/02-8/04: Manager, New Products Marketing Research, Sanofi-Aventis, Bridgewater, NJ

Utilized syndicated and public data coupled with primary research to monitor markets and competitors.
Recommended trial endpoints, refined forecasts and developed early stage marketing deliverables.
Represented US on global early commercialization teams and M&A decisions, collaborating with clinical,
scientific, public affairs, regulatory, pricing, and marketing professionals.

8/01-12/01: Director, Marketing Research, Tredegar Biotech, Princeton, NJ [since acquired by Theken]

Company’s first and only business analyst, supporting sales/marketing and R&D for sister companies
(Therics in Princeton and Molecumetics near Seattle). Researched patents and other sources of
competitive intelligence for IP. Analyzed commercial potential of bone substitutes, growth factors and
artificial organs. Represented company at trade shows. Reduced company’s syndicated data and journal
budgets substantially via Internet use.
7/00-8/01
Vice President, Strategic Marketing; Managing Research Director, Cozint, Inc., Princeton, NJ

Proposed, directed, designed and analyzed Web-based survey research in ZS Associates spinout.
Spearheaded sales training and collateral development for joint venture with NDC Health. Provided
corporate product development, R & D and sales support via presentations, publications and analyses.
Recruited, trained, supervised and mentored staff, most at other locations. Sold and/or delivered majority
of first-year business, after which company attained profitability and was purchased.

7/97-7/00
Vice President and Senior Research Director, Global Life Sciences Division
Total Research Corporation, Princeton, NJ [now Harris Interactive]
Other titles: Senior Project Director, Associate Research Director, Research Director

Designed and implemented qualitative and quantitative marketing research, primarily pharmaceutical.
Study areas included new product positioning, strategic HR, disease management, competitive impact and
health information technology. Refined and doubled the size of firm’s longest-running tracking study.
Recruited, trained, mentored and supervised staff. Member of Technology Steering Council; wrote
specifications for Intranet/extranet/VPN.

2/91–7/97
Administrative Manager, Biomathematics, University of Texas M.D. Anderson Cancer Center, Houston

Provided human resources, fiscal, grants and contracts and facilities management using Federal, State,
private and institutional funding (~$4MM annually). Staffed institutional scientific P & T committee.
Trained peers and faculty on Internet use and Web-based recruitment. Co-developed award-winning Web
site. Served on various task forces, e.g. Grants & Contracts Assessment, Financial Systems Audit,
Performance Evaluation.

1986-1991: Project Director, Gelb Consulting Group, Inc., Houston

Developed evidence-based marketing plans for diverse organizations. Refined behavioral metrics for
customer satisfaction tracking. Facilitated planning sessions for CEOs and cost center managers. Clients
included Houston Lighting & Power, Houston Chronicle, Houston Grand Opera, Rice University,
PowerBurst Corp. (sports drink launch), HEB Stores, Caribe Beer, Texas Children’s Hospital.

1983-1985: PBX Operator/Admitting Representative, Spring Branch Medical Center, Houston

Functioned autonomously as PBX Operator and lobby receptionist on evening shift for 365-bed HCA
facility. Triaged walk-ins during ER relocation. After promotion to admitting representative, processed
admits and trained new representatives. Rotated as discharge cashier.

1982: Owner/Operator, Metropolis Discount Books & Nostalgia, Houston.
Established, operated and subsequently sold used bookstore.

Service
Houston Chapter, American Marketing Association Board, 1988-1990 (VP communications, newsletter
chair, health care conference chair). Judge: AMA Crystal Awards, eHealthcare Leadership Awards,
Internet Advertising Competition. Guest lecturer, marketing and psychology courses. Faculty/mentor,
GoodCompany Ventures. Assistive technology writer for examiner.com (consumer-facing content).
Faculty blogger, Managed Care On Line (mcolblog.com). Ad hoc reviewer, several clinical journals.
Education
M.P.H., Health Services, University of Texas School of Public Health, 1990. Thesis: Using Marketing
Exchange Theory to Facilitate Organ and Tissue Donation.

B.A., Philosophy & Business Administration, University of Houston, 1981.

Representative Presentations/Publications (from a list of >50)
A Representational Data Model for Web Site Administrators. 2nd International Conference: Mosaic and
the Web, National Center for Supercomputing Applications, Univ of IL, Chicago, October, 1994. Poster.

Essentials of Health Care Marketing (review of book by Eric Berkowitz, Ph.D.). Journal of Health Care
Marketing, summer 1996. Reviewed seven books for JHCM from 1990-1996.

Gelb L, Salter J. Customer Value: What to Measure and How to Measure It. Using the Balanced
Scorecard in Health Care Organizations Conference, IQPC, Washington, DC, March 2000. Half-day
workshop for nursing directors and other hospital managers.

How Physicians Use the Internet, ROI Health Day, Health Care Marketing and Communications Council,
New York City, March 20, 2001. Oral presentation.

Expectations in Consumer-Defined Health: Where Do the Drugs Fit In? Consumer Defined Health
Conference and Expo, Las Vegas, March 2004. Oral presentation.

Gelb L, Willey V. Using Claims Data to Support Health Decisions. Journal of Longitudinal Data,
January/February 2005: 64-77.

Six Qualitative Research Sins. Quirk’s Marketing Research Review, May 2005.

Who Moved My Evidence? Health Decision Support in the Internet Era. Defined Care Health Web
Summit, Managed Care Online, April 2006. Podcast and teleconference.

Trading up from tradeoffs: heuristic questionnaire design. Southern Association for Public Opinion
Research Annual Meeting, Raleigh, NC, October 4, 2007. Paper and oral presentation.

Biopharmaceutical Market Research in 2008: Spend Less, Learn More and Keep It Real.
Invited Webinar, Center for Business Intelligence, February 19, 2008. (Also previewed in Pharmaceutical
Market Research Report interview).

Gelb L, Friedman DS, Quigley HA, et. al. Physician beliefs and behaviors related to glaucoma treatment
adherence: the GAPS study. J Glaucoma 2008 Dec;17(8):690-8.

Leveraging the Internet, Mobile & Social Media. Delaware Governor’s Annual Conference on Tourism,
Bridgeville, DE, April 2, 2009. Oral presentation, also quoted in the Wilmington News Journal.

Social Media Revolution (panelist). Delaware Bio and Technology Forum of Delaware, Wilmington, DE,
February 17, 2010. Covered by the Delaware News Ledger.

“Getting Delaware Its Due,” feature interview in Wilmington News Journal Life section, April 6, 2010.
Also presented at the 2010 Delaware Governor’s Conference on Entrepreneurial Business and on WDEL.

“Holiday Tips for 2010,” Practical e-Commerce, August 13, 2010.