Erin Echter

Background

About Erin Echter

How can we think about pharma marketing differently? How can we inspire and connect to our patients and physicians beyond claims and efficacy? As the Director of Marketing for Patients and Caregivers in Ophthalmology at Genentech, I lead a team working with cross-functional, brand, and agency partners to develop and execute go-to-market strategies and marketing campaigns for innovative products that improve the lives of people with eye diseases.I specialize in understanding how people make decisions and what they need to hear and see to change their behavior. What are those moments that matter where the right message at the right time with the right creative can truly make that difference in driving better health outcomes for patients? I love data and measurement. I love pushing boundaries and thinking outside the typical 'pharma ad' box to inspire, empower and create change. I have 14 years of experience in marketing, consumer insights, and product innovation, across various industries, including pharma, healthcare, personal care, and food. I have successfully launched 7 brands, with the most recent being VABYSMO, a first-in-class bispecific antibody that drives a number of retinal conditions. VABYSMO was named the top pharma launch of 2022 - reaching blockbuster status in record time.