Siren Names New Creative Director, Expands Account and Content Teams

Siren Interactive Corp., eMarketing experts who specialize in promoting biopharmaceutical therapies for rare, chronic disorders to niche patient populations and medical specialists, announced five personnel moves intended to provide best-in-class service to its current and future clients.

Heidi Schoeneck, an award-winning authority in promotional and brand marketing, joins Siren Interactive as its executive creative director. She will oversee all creative and strategic deliverables for the agency. Schoeneck brings to Siren Interactive more than 15 years of experience building brands in several industries, including healthcare.

"Heidi's rich and diverse background will enable us to create new, exciting and effective relationship marketing programs for specialty and biopharmaceutical brands," said Siren Interactive Founder and President Wendy White. "We will capitalize on her experiences in the consumer products, technology, non-profit, and healthcare sectors to deliver innovative creative solutions for our clients."

Schoeneck enters Siren Interactive during a dynamic growth period for the agency, as evidenced by four other recent staff additions and an important promotion.

Katie Mihelich has been promoted from account director to vice president of account services. Most recently, as account director for several of Baxter's BioScience brands, she has supervised the development of successful online strategies for attracting, engaging, and retaining target audiences of healthcare professionals and patients.

"Since joining Siren in 2000, Katie has built lasting relationships with many of our key clients, helping to enhance their online presence through actionable insights," said White. "Katie has been the primary business contact for many of our specialty healthcare brands, and her effectiveness has contributed directly to Siren's growth and, more importantly, our clients' success."

In 2007 the Healthcare Businesswomen's Association honored Mihelich as a "Rising Star."

Stacy Busking joins Siren Interactive as an account manager. Previously she worked in account and project management positions, providing team leadership and lifecycle marketing direction for medical device and biopharmaceutical brands across a wide spectrum of therapeutic areas.

Tanika Craig also joins Siren Interactive as an account manager. Craig brings a unique blend of capabilities from previous positions on both the client and agency sides of marketing. Her areas of expertise include strategic planning, online media, event marketing, and promotions.

Matt Regan joins Siren Interactive as production director, leading project managers and developers in online programs serving the informational and experiential needs of patients and healthcare professionals. Regan brings 15 years of experience in interactive and web-based media. His client rosters have included global brands in the healthcare, financial services, entertainment, food, and energy industries, among others.

Soyoon Bolton also joins Siren Interactive as content strategist and a key member of the creative team. She will be responsible for developing content and providing audience perspective for her brands. She brings knowledge and practice in a variety of therapeutic areas, including hematology, endocrinology, cardiology, and women's health.

"During 2008 many specialty brand marketers came to appreciate the value and impact of effective online initiatives," commented White. "As we enter 2009, our team is uniquely qualified to design and implement e-relationship marketing programs that grow brands and deliver positive return on investment."

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