Siren Team

Our staff – or 'Sirens' as we sometimes like to refer to ourselves – shares a commitment to our clients' complete satisfaction.

Our team of talented and resourceful individuals is composed of content writers, graphic artists, animators, programmers, designers, and software specialists, all of whom have extensive healthcare experience. Our staff is knowledgeable about all of the regulatory, technical, linguistic, and clinical issues which make healthcare communication so challenging. Our clients trust us with their most confidential and important work.

Key Members of the Siren Team

Wendy S. White

Founder & President

Wendy founded Siren in 1999. Under her direction, Siren has grown into the market leader for niche pharmaceutical relationship marketing, focused on products that treat chronic, rare disorders. Wendy is a thought leader on pharmaceutical industry eCRM imperatives, best practices for customer acquisition, building trust relationships and communities online, and results measurement through web analytics.

She is an outgoing public speaker and has spoken in multiple venues across the country on relationship marketing as well as social media strategy and eMarketing success metrics and ROI for specialty and biopharmaceutical brands. She is also President of the Healthcare Businesswomen's Association for Chicago as well as global lead of internet initiatives for the greater HBA. She currently serves as a trustee for the Boys & Girls Club of the Union League of Chicago, board member of the Thrive Counseling Center in Oak Park, and is an elder of the Presbyterian Church.

Wendy received a Bachelor's degree in Quantitative Business Analysis from Indiana University.

Hear what she has to say on her blog at http://sirensong.sireninteractive.com.

For more detailed information please view Wendy's LinkedIn page.

Frieda Hernandez

VP Business Development

Frieda leads Siren's business development activities with responsibility for revenue growth. She combines proven experience as a sales and marketing professional with a focus on building long-term, mutually profitable client and alliance partnerships.

She has held key Marketing, Account Director, and Business Development roles over a 20-year sales and marketing career. Frieda was previously Regional Business Development Manager for ExactTarget, a leading email services provider, and she has extensive agency experience in integrated marketing and managing relationships with healthcare and pharmaceutical clients like Abbott Labs, TAP Pharmaceuticals, Eli Lilly and Company, and AstraZeneca at Closerlook. She also has developed a wide range of business communication programs with Fortune 100 companies.

Frieda was an English major at Illinois Wesleyan University and received a Bachelor of Science degree in Business Administration from Roosevelt University in Chicago.

For more detailed information please view Frieda's LinkedIn page.

Katie Mihelich

VP of Account Services

Katie has been the primary business contact for Siren's key Fortune 500 healthcare clients since 2000. She is responsible for building effective relationships, facilitating and streamlining communications, and providing continuous improvement to satisfy Siren's clients. Katie directs account strategy and helps niche biopharmaceutical brands enhance their online presence by leading the delivery of comprehensive web-based programs that meet clients' business objectives for patients and healthcare professionals.

She has supervised the development of successful, ROI-positive eMarketing programs for a variety of organizations, including Baxter Healthcare, Novo Nordisk, and Medtronic. She was honored by the Healthcare Businesswomen's Association as a 2007 Rising Star.

Katie received a Bachelor's degree in Public Relations and Marketing and a Master's degree in Integrated Marketing Communication from Drake University.

For more detailed information please view Katie's LinkedIn page.

William (Bill) Cusick

Vice President of Creative Services

As Vice President of Creative Services at Siren Interactive, Bill Cusick is responsible for managing the development of innovative, creative solutions that enable all of Siren’s pharmaceutical clients to build trusted relationships with patients, caregivers and healthcare professionals through education, support, and service. A thought leader, advisor, and author, Bill has spent the last couple decades helping companies to better understand how their customers think, and shaping both online and offline experience to drive ideal customer behavior. He speaks on all aspects of improving customer and user experience. In 2009, Bill wrote a well-received book, All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back (Amacom). A founder and former CEO of Vox, Inc., a respected customer experience consulting firm in Chicago, Bill has extensive experience advising clients on all aspects of user and patient experience. He holds a Bachelor of Sciece degree from Bowling Green State University and a Juris Doctor degree from The John Marshall Law School.

For more detailed information please view Bill’s LinkedIn page.

Doug Strubel

Vice President of Operations

Doug oversees the financial, administrative and project management teams at Siren Interactive. He is responsible for managing and expanding agency resources, developing new services, and forming new alliances to meet the evolving needs of Siren’s clients, rare disease patients and caregivers, and healthcare professionals. Prior to Siren, Doug was Vice President of Strategic Initiatives at Slack Barshinger, a leading business-to-business integrated communications agency. He has also held senior marketing positions at Mobium Creative Group and The Richmark Group managing branding programs, global marketing campaigns, and product development for Munich Re America HealthCare, Time Warner Cable, University of Illinois Foundation, Dow Corning, and Motorola. Doug is a graduate of Kenyon College and received an MBA from the Kellogg Graduate School of Management at Northwestern University.

For more detailed information please view Doug’s LinkedIn page.

Governance

Siren Interactive is a woman-owned, Illinois based, S-corporation. Siren has a non-paid Advisory Committee composed of four experienced consulting professionals. The Committee meets four times a year to advance Siren's position in terms of scope of work, professionalism, and communications.