Karen Lazan

Principal/Owner

Karen is an award-winning healthcare marketing strategist and digital innovator with a track record of driving measurable results for brands.

With proven success at both small and large companies, Karen has achieved impact for top healthcare companies including Regeneron, Pfizer, Colgate-Palmolive, and Bayer and across biotech, pharmaceuticals, consumer packaged goods, and OTC drugs.

She led consumer and patient marketing for Regeneron’s ophthalmology business, boosting EYLEA sales and launching EYLEA HD to consumers — an effort that earned the 2025 MedAdNews Manny Award for Best Consumer Launch Campaign. Her work consistently increases brand equity, deepens consumer engagement, and grows market share.

A DTC Perspectives Hall of Fame inductee, Karen is also a sought-after thought leader and speaker. Recent industry events include MM+M Trend Talks, BioPharma eMarketing Summit, and the PMSA Conference.

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Karen was interviewed in APRIL 2025 for the Digital Health Coalition’s DHCG Disruptive Dose

Click to Listen

Digital Health Coalition DHCG Disruptive Dose Video Interview APRIL 2025

Expertise Across Health Categories

Ophthalmology

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Analgesics/Pain

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Cardiovascular

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Women’s Health

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Alzheimer’s

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Smoking Cessation

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Nutritionals

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Personal Care

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Extensive work in a broad range of categories provides deep knowledge and insight to drive results .

Case Studies:

Optimized Consumer Marketing Performance for a Growing Biotech Brand

The Challenge: client lacked clarity on the effectiveness of their consumer marketing effort, targeting strategy, and media spend.

Completed Work: We assessed consumer strategy, channel performance, and agency capabilities and support. Based on the assessment, we recommended cuts to underperforming channels, ending a costly digital partnership, and shifting agencies.

Result: The client implemented the changes, resulting in improved marketing efficiency and stronger performance.

Validated Potential for Direct to Consumer (DTC) TV Advertising

The Challenge: A biotech client heard select HCP concerns about test-marketed DTC TV ads and questioned the viability of future consumer advertising.

Completed Work: Analysis and stakeholder interviews confirmed HCP concerns- while also showing positive ROI for the campaign. We identified future opportunity in DTC TV if proactive, pre-launch strategies were implemented.

Result: The client later launched new DTC campaigns that successfully resonated with both consumers and physicians and grew sales.

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