Conversation: Heath Clendenning, Conference Producer at Fierce Life Sciences & Heather DeMyers, Vice President, US Innovative Medicines Marketing at Teva

Heath Clendenning (HC): 
Heather, thank you so much for joining us today. You've had quite a journey in the pharmaceutical industry, holding various roles at companies like Johnson & Johnson and now Teva. Could you tell us how these experiences have shaped your approach to innovative medicines marketing? 
 
Heather DeMyers (HD): 
Absolutely, Heath. From the very start, I knew I wanted a career where I could have a direct impact on improving people's lives. I've been fortunate to have had diverse opportunities across Neurology, Oncology, and Cardiovascular in roles spanning sales, strategy, operations, training, and marketing leadership. But a significant turning point in my journey was becoming an oncology patient myself. I'm a breast cancer survivor, and that experience gave me a whole new perspective. 
 
HC: 
That must have been life-changing. How did your personal experience as a patient influence your professional approach? 
 
HD: 
It truly did. Being on the patient side blessed me with a unique perspective, and through that lens, I’ve come to deeply understand the importance of the patient voice in all aspects of decision-making. Early in my career, I wasn't fully aware of how crucial it is to include patients' insights, but as I gained experience, it became clearer. This understanding has been integral to the work I do now, especially in ensuring that patient voices are front and center. 
 
HC: 
That’s incredible. After starting in sales, how did your career evolve into the broader leadership roles you’ve held? 
 
HD: 
About three years into my career, I transitioned into the cardiovascular space, which led to 16 years of growth where I moved from sales and sales leadership into operations and marketing. Eventually, I got the opportunity to move into franchise strategy in Hematology, which was an exciting time. Then, I took on leadership roles in oncology marketing, overseeing major brands before transitioning into broader roles in Oncology Training Leadership, Cardiovascular & Metabolism Sales Leadership, and Oncology Strategy and Marketing. 
 
HC: 
That’s quite the journey! So now, as the Head of US Innovative Medicines Marketing at Teva, how have you applied all of that experience? 
 
HD: 
I'm thrilled to bring everything I’ve learned to Teva. We’re focused on innovative marketing platforms, from large and small molecules to immune-oncology. I also oversee U.S. and global launch planning. It’s all about working collaboratively across teams to achieve business results. Marketing, especially in pharma, is a team sport. Breaking down silos and ensuring all voices are heard is essential to driving the best outcomes. 
 
HC: 
Speaking of teamwork and outcomes, Teva’s "Pivot to Growth" strategy has been pivotal. How has this strategy influenced your marketing tactics, particularly with innovative medicines like AJOVY and AUSTEDO? 
 
HD: 
Our "Pivot to Growth" strategy is all about being efficient and effective in our marketing decisions. We’re laser-focused on making sure that the right tactics are in place to drive strong results. The innovation in our diverse pipeline is a key driver of this growth. 2023 was a pivotal year with several launches in the U.S., and that momentum has carried into 2024. AUSTEDO XR, for example, uses innovative media and social tactics to amplify brand recognition and support disease awareness. 
 
HC: 
Could you share some of the key achievements for AUSTEDO and AJOVY in particular? 
 
HD: 
Absolutely. For AUSTEDO, we received FDA approval for the XR version as a once-daily treatment for tardive dyskinesia and Huntington’s disease chorea. We’ve seen AUSTEDO grow 32% compared to Q2 2023, and our 2024 revenue outlook for it has been revised upwards to $1.6 billion. AJOVY, with 28% U.S. market share, continues to be the #1 preventive anti-CGRP in new prescriptions among top headache centers. These are significant achievements, and they all contribute to our overall Pivot to Growth strategy. 
 
HC: 
That’s fantastic. You’re also seen as the go-to person for marketing launch strategy at Teva. What, in your view, are the critical components of a successful drug launch in today’s competitive landscape? 
 
HD: 
A successful drug launch is incredibly complex. It’s important to anticipate, analyze, and act at every stage. Being proactive rather than reactive prevents delays and ensures smoother execution. It’s also about teamwork — we gather input from all of our cross-functional partners as each role is interconnected, and if one part falters, it can delay or derail the entire process. We need to keep all the moving parts aligned. 
 
HC: 
You’re leading a panel soon on "Best Practices for Effective Drug Launch Planning." What insights are you most excited to share with the audience? 
 
HD: 
I’m eager to emphasize the importance of seamless communication. Every department, whether it’s labeling, data analysis, or messaging for the sales force, needs to be aligned. Any miscommunication can cause delays or credibility issues. Expectations must be managed from the start — if a deadline is unrealistic, it needs to be addressed right away. Additionally, new technologies are continually streamlining our processes, which helps tremendously. Launching is not just about gaining approval; it’s about ensuring alignment across all stakeholders for the year following approval as well. 
 
HC: 
Looking ahead, what trends in pharmaceutical marketing and patient engagement do you think will have the biggest impact on future drug launches? 
 
HD: 
AI is going to play a massive role in streamlining everything from data analytics to regulatory applications and even social media outreach. As the technology evolves, I anticipate it will have a significant impact on our launch strategies. Beyond technology, we’re also finding new ways to engage patients directly. It’s crucial to ensure that patients' voices are heard during clinical trials and beyond. Targeting specific cohorts allows us to raise awareness and make sure our treatments reach those who need them most. 
 
HC: 
It sounds like there’s a lot of exciting progress on the horizon. Thank you, Heather, for sharing your insights today! 
 
HD: 
Thank you, Heath! It’s been a pleasure to discuss these critical topics. I’m looking forward to what the future holds for our industry. 
 
---Interview Concludes---