May 01, 2018
Colleen Reinhart, Edwards Lifesciences
director, patient marketing and therapy awareness, transcatheter heart valves at Edwards Lifesciences
Edwards Lifesciences has long been known as a product pioneer, with its artificial health valves advancing the functionality of the essential devices in numerous ways. But until Reinhart joined the organization, Edwards wasn't exactly known for its attentiveness to marketing – or, for that matter, patient needs.
After she assumed control over what the company describes as a “small group of renegade marketers,” Reinhart pushed to develop a marketing apparatus that was as forward-minded as Edwards' product line. To do so, she attempted to position marketing as a potential driver of growth, tweaking the group's philosophy to more closely mimic the company's data-driven mindset. It worked: Sales surged by double digits.
Prior to her arrival at Edwards, Reinhart held marketing and communications roles at several adult and children's hospitals. Earlier in her Edwards tenure, she handled a wide range of tasks, among them leading digital teams and directing brand strategy.