Nancy has been a backbone of the Introworks team right from the start. Coming here after many years at Munsingwear, she moved seamlessly from fashion fabrics, country clubs and male underwear model go-sees to diagnostics, implantables and life support. And she’s never looked back.
What did you do at Munsingwear?
I joined Munsingwear in the advertising department and was quickly integrated into trade and consumer marketing and the whole golf scene. When I started there were about 120 golfers on staff. One of my responsibilities was to work with them and their wives to select their wardrobes for golf tournaments. That was my brush with fame, being able to work with high profile golfers.
How did your work at Munsingwear prepare you for Introworks?
We did a lot of trade shows, TV spots and photoshoots, and other consumer-directed communications, so I got a solid background in that part of the business. We worked with large agencies—J. Walter Thompson and Campbell Mithun. I also had the experience of working with much smaller boutique shops. And I really learned about great agency/client relationships.
You and (Chief Strategic Officer) Mike McMillan have been working as a team for a long time. How would you describe that partnership?
LOL I don’t know if it’s publishable! It often feels like a sibling relationship. There’s a lot of collaboration and support. There’s also—I wouldn’t call it rivalry—but I can be more open and honest with Mike than with other colleagues, because we’ve been working together so long. If there’s something that needs to get called out, it gets called out. Also he thinks in a creative, circular process, and I think in a linear process. That combination has been very successful for us.
What do you like best about working in medical device marketing?
I love the fact that it can change people’s lives. It gives me a passion around the whole idea of marketing, that we’re talking about things that really make a difference.
What are the biggest challenges?
The hardest part is the complexity, and really trying to learn as much as we need to know in order to be able to communicate, maybe not so much on a scientific level, but on a customer level.
What’s your favorite part of the launch process?
That’s hard, because I love it all. I really like the one-on-one discovery interviews, learning about something from multiple aspects. I also enjoy groundtesting ideas, hearing what peoples’ thoughts are. That’s very interesting psychologically. And third but not least, I love seeing how it all comes to life in the Catalytic Idea.
If you were an MD, what would your specialty be?
Wow, I don’t know… I don’t want to be a urologist! Maybe an interventional cardiologist. The more I learn, the more I’m fascinated by the intricacies of the heart and coronary disease. Plus it relates well to the whole idea of helping people, and giving them their lives back.
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