Sometimes, an agency’s staffing needs can lead to the discovery of a new passion. That was the case for Rachel Silberman, who recalled in a recent interview being put on a new digital health account when she joined Weber Shandwick because they “just needed hands.”
She realized, however, that it was a fit. “I loved it and had found my sweet spot,” shared Silberman, now an account director in the health social and influence segment at the agency.
A project she’s especially proud of was a recent FDA approval campaign for a nonopioid acute pain med, which required her to work closely with the client from pre-approval to approval and beyond.
“It’s been so rewarding and exciting to be a part of this important and culturally relevant medication coming to market for patients in need,” she said. “Our team was killer and clients such amazing partners. Together, we helped the news reach millions with context on why this medicine coming to market is so important for so many people.”
To all of her work, Silberman brings a curiosity about the impact of technology on healthcare, including digital therapeutics and the potential uses of artificial intelligence for everything from treatment to comms programming. She then uses what she learns to help build pharma communications that are both creative and compliant.
In a Q&A for Fierce Pharma Marketing’s “Rising Stars” series, Silberman talked about the importance of adapting business strategies to patient behaviors, rather than the other way around—as well as the endless fun of exploring New York’s newest restaurants.
Responses have been lightly edited.
Fierce Pharma Marketing: What inspired you to pursue a career in pharma marketing, and what keeps you motivated?
Rachel Silberman: In May 2020, I was working on a flu vaccines account, and it could not have been more relevant to that moment. The shift from media to the more social, digital side clicked for me. I was able to see the impact of what we were doing in engagement numbers, clicks to the website and actions taken. I felt like I was making a difference, and that was really important. I was also learning so much. I don’t have a science background, I don’t have a health background—I just kind of fell into it.
FPMK: If you could give one piece of advice to industry veterans who’ve been in pharma marketing for decades, what would it be?
RS: Something I’ve noticed is that there’s sometimes a disconnect between what the patient wants, thinks, feels, does and how they behave, and the marketing, business or comms strategy. Our clients will conduct patient research and collect information to understand patient behavior, and it doesn’t always match up to the larger business strategy.
I think that’s just the nature of people being people, and we’re always changing, but it’s possible to get caught up in making the patient fit into the strategy and the objective, rather than the other way around.
FPMK: What do you like to do when you’re not thinking about healthcare?
RS: I’m always thinking about healthcare. [Laughs.] I live in New York, so I’m always out in the city, and I love trying new restaurants. My friends and I go to a new restaurant each month: somewhere that’s new, a little more special and that none of us have been to. In this city, I feel like we’re never going to run out of options.
Know a standout early-career pharma marketing pro? Send your nominations for future "Rising Stars" honorees to apark@questex.com.