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Natalie Adler

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Senior Vice President
Washington DC
Posts: 5

Natalie brings almost 20 years of social marketing, health communications, and public affairs experience in managing large-scale campaigns for non-profits government agencies, and corporations. In 2008-2009, Natalie served as Deputy Project Director for the Lance Armstrong Foundation’s LIVESTRONG Global Cancer Campaign, which included identifying and securing commitments from world leaders, NGOs, corporations and grassroots advocates in more than 35 countries. Natalie also oversaw the planning and execution of the LIVESTRONG Global Cancer Summit in Dublin, Ireland, as well as grassroots and on-the ground events and activities in target countries, including Italy, South Africa, Mexico, Ireland, and Australia.

Natalie currently oversees the agency’s work for the Merck’s Vaccine Division, including Merck’s shingles vaccine, pediatric vaccines and flu vaccine, and serves as Project Director for CMS’ new caregiver initiative, “Ask Medicare.” For these and other clients, her responsibilities include strategic communications planning and implementation, formative research, public policy and provider outreach, media relations (online and social media), partnership outreach, and grassroots event planning.

Natalie joined Ogilvy PR after 15 years with Porter Novelli where she worked in the health care and public affairs practices. For six years, she served as the account lead managing numerous public affairs and public education campaigns on behalf of the American Cancer Society on issues ranging from cancer screening, cancer prevention, and global tobacco control. Natalie also handled strategic planning and issues management for several Johnson & Johnson OTC brands. She also worked closely with the Alzheimer’s Association’s public policy office and corporate communications office to raise awareness about Alzheimer’s disease. She holds a bachelor degree from Bates College.

Social Marketing in Europe

Apr 13

Category: Social Marketing

On day two of the WSMC, in addition to many thought provoking sessions, we were surprised (and elated) when some of us got to meet the Dalai Lama in the lobby! But, back to the conference…this morning I attended a very interesting session on Social Marketing initiatives in Europe, featuring Professor Jeff French, founder and organizer of the conference, and Dr. Christine Domegan of the National University of Ireland, Galway. I caught up with them after for a quick interview on some of the session’s key takeaways. Check them out:

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The 4Ps of Social Marketing: Are They Still Relevant?

Apr 12

Category: Best Practices, Social Marketing

The Marketing Mix, also known as the 4Ps of Social Marketing, is the combination of Product, Price, Place, and Promotion.  Yesterday, we heard  a very dynamic debate at WSMC on whether the 4Ps are still an important intervention tool for Social Marketing practitioners.

Sue Nelson, Social Marketing Director, Kindred (UK), and Clive Blair-Stevens, Director, Strategic Social Marketing (UK) argued to abandon the 4Ps, as they believe it has lost its practical application as technology and social media 2.0 have evolved.  Mark Blayney Stuart, Head of Research, the Chartered Institute of Marketing (UK) and Nancy Lee, President, Social Marketing Services, Inc. and University of South Florida/University of Washington, argued to  retain the 4Ps as they believe it is an important tool that enable practitioners to speak in one voice and in one language.  A vote was taken at the end of the debate in favor of keeping the 4Ps.  Hear both sides of the debate below:

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From WSMC: What is Social Marketing 2.0

Apr 12

Category: Social Marketing

Today marked the start of the of the 2nd World Non-Profit & Social Marketing Conference.  Matt Escoubas and I had the opportunity to conduct FlipCam interviews with several presenters at the conclusion of their presentations.  We’ll be posting our interviews on the Social Marketing exChange this week; I kick it off below with Dr. Jay Bernhardt on Social Marketing 2.0.

Dr. Jay Bernhardt (@jaybernhardt), Professor and Chair of Health Education and Behavior at the University of Florida, spoke at the opening plenary session on Social Marketing 2.0: the emergence of social marketing 2.0 strategies and the changing paradigm of “place” within the social marketing mix.  According to Dr. Bernhardt, these channels and platforms such as participatory social media and mobile devices allow for increased and sustained reach and have the potential to revolutionize distribution channels by leveraging location and personalization.  In other words, this allows us to put the “Product” it the “Right Place” and the “Right Time” for every customer.  Here’s a quick recap from Dr. Bernhardt:

Stay tuned for more posts throughout the day and week. Join the conversation below or on Twitter with #WSMC.

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Ogilvy Hosts July 15 Panel Discussion: “How Social Change Happens in the 21st Century”

Jul 12

Category: Behavior Change, Public Health, Social Marketing

On Thursday, July 15 from 8-10 am, Ogilvy’s Social Marketing Group will host a panel discussion titled, “How Social Change Happens in the 21st Century.” The event will be held at Ogilvy’s office in Washington, DC (1111 19th Street, NW, 10th Floor).

Social change happens across multiple levels—among individuals and their networks, within social and economic environments, and through social policy. The panel will explore questions such as: How can marketing and communications professionals bring stakeholders together from all levels (e.g., communities, policy-makers, corporations) to inspire action and create public health programs that have a lasting effect? What are the most significant challenges and opportunities professionals face in bringing about change today, and how has this shifted over the past decade? How do we craft clear, compelling, and consistent messages when the science behind the messages is always changing? How will recent developments in health reform influence the goal of creating a “prevention culture?”

We have brought together some of the nation’s leading experts to debate these public health issues:

• Dr. Sandeep Jauhar, Director, Heart Failure Program at Long Island Jewish Hospital, and frequent contributor to The New York Times
• Bill Novelli, Professor, McDonough School of Business at Georgetown University
• Mary Grealy, President, Healthcare Leadership Council
• Robert Davis, President and Editor in Chief of Everwell TV, Adjunct Professor at Emory’s Rollins School of Public Health, and author of “The Healthy Skeptic.”

If you are unable to attend, we encourage you to submit questions through this site. Submitted questions will be posed to panelists and their answers will be posted on this site following the session.

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How Social Change Happens in the 21st Century

Jun 03

Category: Behavior Change, Social Marketing

I am excited to report that on July 15, Ogilvy’s Social Marketing Group will be hosting an important and timely panel discussion entitled, “How Social Change Happens in the 21st Century.”  Social change happens across multiple levels – among individuals and their networks, within social and economic environments, and through social policy.  Our panel will explore the following questions:  As marketing and communications professionals, how can we bring stakeholders together from all levels (e.g., communities, policy-makers, corporations) to inspire action and create programs that have a lasting effect?  What are the most significant challenges and opportunities professionals face in bringing about change today?

We have brought together some of the nation’s leading experts to discuss these issues. Dr. Sandeep Jauhar, director of the Heart Failure Program at Long Island Jewish Hospital, as well as author and contributor to The New York Times, will address the complexities around why individuals make certain health decisions, and the implications those decisions have on our health care system.  Bill Novelli, professor at the McDonough School of Business at Georgetown University, will discuss how the intersection of social marketing and policy affects change, and the need to put new policies in place that change how we live and plan our communities. Debbie Witchey, executive vice president of the Health Leadership Council, will address the implications of health care reform and the importance of cultivating public-private partnerships and increasing collaborations among government, community, policy, industry, and academic organizations.

Dr. Jauhar’s latest opinion piece was featured in the Health and Science section of The Times.  Dr. Jauhar asks one of the toughest questions we are grappling with today: who should pay for bad health habits?  He weighs the value of punitive measures to force healthy behavior versus incentives for good behavior, and says the proof so far is that neither work.  Instead, social marketing offers the best solution:  “Healthy living should be encouraged, but punishing patients who make poor health choices clearly oversimplifies a very complex issue. We should be focusing on public health campaigns: Encouraging exercise, smoking cessation and so on. Of course, this will require a change in how we live, how we plan our communities.”

Over the next few weeks, I will be sharing additional insights from our panelists and other leading experts on this topic.  I will also post some key insights shared by panelists and the audience on July 15. Stay tuned!

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