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Shire’s Bob Harrell joins cloud-based software company Appature

Was also previously director of strategic communications at AstraZeneca

Bob Harrell, former director of integrated marketing at Shire Pharmaceuticals, has joined the cloud-based software company Appature as VP marketing, healthcare.

He will lead marketing efforts in the pharma and medical device fields for Appature as it looks to support healthcare marketers efforts in data mining, campaign launches, and gaining insights to develop customer relationships.

"Bob has always had a keen sense of where the industry is heading and how technology can be applied to the commercial aspects of our business," said Matt Emmens, chair, Shire.

He joined Shire in 2004, holding the same role up until his departure working on such products as ADHD treatments Vyvanse and Intuniv.

Previously, Harrell was based in the Czech Republic leading marketing and operations for e-commerce company AlbumCity/i90.

He was also director of strategic communications at AstraZeneca from 1998 to 2000 after previously serving at AstraMerck before the companies split.

"The industry can no longer rely on the blunt instrument of mass campaigns to reach customers,” said Harrell.

“The next five years are critical for pharma and medical device companies to develop the mature marketing capabilities already in place for industries such as retail, finance and consumer packaged goods.”

This includes Appature's cloud-based relationship marketing software platform, which is designed to improve understanding of 'informed marketing' based on genuine data.

12th June 2012

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