PSKW was founded in 2005 with the merger of Touchtone Rx and KWS & Associates. Today, PSKW is the market leader and innovation driver in biopharma loyalty relationship marketing. From co-pay incentive cards, vouchers, and coupons to leading-edge digital and mobile adherence marketing techniques, the PSKW team works as a strategic partner with brand teams to effectively and efficiently build trial, compliance, and adherence.
The company’s management team is a “who’s who” of biopharmaceutical leadership:
Robert Previdi, CEO: Robert gained his early pharma experiences at Bristol-Myers Squibb and Abbott Laboratories, but left Abbott at age 28 to begin a series of successful entrepreneurial adventures. After owning several of his own marketing companies, including Advanced Healthcare Promotions, Enticent, and Touch Tone Rx, Mr. Previdi co-founded PSKW in 2005. Previdi is a recognized industry leader; he received the Ernst & Young Entrepreneur Of The Year® 2012 Award in the Marketing and Advertising Services category in New Jersey, and was selected by PharmaVOICE in 2012 and 2013 as one of its “100 Most Inspiring People in the Life Sciences Industry.”
Steve Freeman, President: Steve has enjoyed a distinguished pharmaceutical career. Prior to taking the reins at PSKW, he served as the managing partner of digital marketing services firm Centricity Group, group director of the McCallan Group, and president of both Cardinal Health Healthcare Marketing Services and medical education company Boron, LePore and Associates. Earlier in his career he was senior vice-president of sales and marketing for Knoll Pharmaceuticals, vice president of sales and marketing for Boots Pharmaceuticals, and executive vice-president and general manager of McCann Healthcare.
Bob Raffo, Jr., CFO: Bob leads the company’s financial management, information systems and technology management, and forecasting and planning functions. He has over 30 years’ experience in financial process improvement, strategic planning, and information systems management. Prior to his appointment at PSKW, he held CFO and CIO level positions with Cardinal Health, BLP Group Companies, and The McGraw-Hill Companies.
Larry Buzbee, Executive VP, Healthcare Payment Solutions: Larry has more than 30 years of experience in pharmaceutical manufacturer and service organizations. He held various sales- and marketing-management positions from 1976 to 2000 with Boots and Knoll, served Boron, LePore and Associates Group Companies as executive vice president, and was managing director of the McCallan Group.
Dennis DiVenuta, Senior VP, Human Resources and Legal Affairs: Dennis is responsible for the Human Resource, Legal, and Quality Management departments within the Company. He maintained a law practice dedicated to healthcare clients for 27 years with a primary focus on regulatory compliance and legal risk aversion strategies. Dennis spent seven years as Corporate General Counsel for Computer Horizons, Inc., a public company with a prime focus on technology solutions in the financial services and healthcare verticals. He also served as CEO for two healthcare technology growth companies before becoming Senior Vice President for Innovation at MediMedia.
Chris Dowd, Senior VP, Market and Product Development: Chris has 25 years’ experience in pharmaceutical manufacturer and service companies. Previous positions include vice president of sales for Allergan and senior vice president of sales and sales operations for Esprit Pharma Inc. Prior to joining Esprit Pharma he was employed for 18 years with Pfizer, where he served in numerous roles, including vice president of sales–Specialty Division, regional manager–Specialty Division, and manager of Managed Care-National Health Division.
Darlene Baker, VP, Operations: Darlene has over 25 years’ experience in information technology and project management, successfully developing and implementing products, systems, and applications. For the past 12 years, she has been exclusively developing and overseeing projects for the pharmaceutical industry, including customized data analytics, relationship marketing, and promotional tracking and ROI analysis.