Bruce Lifka — Senior Vice President/Health Practice

 

With more than 25 years of marketing experience in the pharmaceutical industry, Bruce joined CRT/tanaka in 2007 and is helping the agency establish itself as one of the leading health care PR firms in the country. He has a strong background in strategic planning, branding and positioning, new product ideation and development, and global marketing. Bruce is based out of the agency’s New York office and serves a variety of pharmaceutical clients on both the prescription drug and over-the-counter (OTC) drug side.

 

Prior to joining CRT/tanaka, Bruce was the global head of marketing for Pfizer Consumer for Nicorette and Rogaine, the U.S. marketing vice president for Pharmacia and the U.S marketing vice president for both Advil and Robitussin for Wyeth Consumer. 

 

In addition to his strong marketing experience, Bruce has served in a number of additional assignments including vice president of national account sales at Wyeth and head of the prescription-to-OTC switch department at Pharmacia (working with Cox-2’s, women’s incontinence, pre-diabetes, allergy and dermatology products). 

 

Bruce’s corporate task force work has included division strategic planning, distribution system rationalization, integration planning (for both Pharmacia/Pfizer and Pfizer/Johnson & Johnson). Bruce also served as the OTC division leader for the Pfizer co-positioning work in the smoking cessation category behind Nicorette and Chantix. He received the President’s Innovation Award at Pfizer in 2006 for his work to expand labeling indications on Nicorette, leading to millions of additional “quit smoking” attempts.