Joe Soto Joins MicroMass as EVP

CARY, N.C., July 6 /PRNewswire/ -- MicroMass Communications, Inc., a leader in behavioral marketing in the healthcare industry, has lured Philadelphia-based Joe Soto to its headquarters in North Carolina, where he will take on the role of executive vice president, director of account management, at the 16-year-old agency.

Soto brings 19 years of client and agency experience to the new position, where he will oversee strategic account management and serve as a key member of the MicroMass Executive Committee. He will report to Jay Bigelow, president and CEO.  

"Having worked for companies like Pfizer and Wyeth-Ayerst, Joe has literally walked in our clients' shoes.  He understands the landscape of the corporate environment as well as the ins and outs of the agency world," said Bigelow, who pointed out that Soto's track record on the agency side included increased profitability and a bevy of industry awards.

Soto, whose experience spans consumer and professional marketing, has an in-depth knowledge of therapeutic categories, ranging from cardiovascular to oncology and metabolic diseases. He also has special expertise in building and managing commercial teams.

A former captain in the U.S. Marine Corps, the new MicroMass EVP was most recently general manager of Nitrogen (formerly Dorland Global Corp.), a full-service marketing communications agency with offices in Philadelphia, San Francisco and the U.K. During his tenure with the firm, he built its San Francisco operation into a full-service agency, developed numerous branding/marketing workshops for clients in the U.S. and Europe, and oversaw four years of sustained growth.

Before that, he was general manager of FCB HealthCare in San Francisco, which produced award-winning work, including three Mobius awards, a New York Festivals Award, a London International awards, and numerous Rx Club and In-Awe awards.

His agency work also included stints at Lowe McAdams Healthcare in New York City, Gerbig Snell/Weisheimer in Columbus, Ohio, and Sudler and Hennessey in New York.

On the client side, he was director, cardiovascular products for Wyeth-Ayerst Global Pharmaceuticals in St. David's, Pa., where he managed all commercial activities for cardiovascular products within the company's global portfolio.

Before that, he worked for Astra Merck, Inc., in Wayne, Pa., where, as cardiovascular promotions manager, he developed promotional strategies and campaigns to support the cardiovascular department's strategic initiatives.

He began his healthcare career as a professional sales/institutional specialty representative for Pfizer, Inc., in Detroit, focusing on the sales of products in the areas of cardiovascular, central nervous system (CNS), metabolic disease and rheumatology.

An avid runner, Soto often participates in competitive races. He is also involved in many community service-oriented groups and philanthropic and charitable organizations with a focus on the arts and on awareness of health/wellness.

A graduate of the United States Naval Academy in Annapolis, Md., Soto won many awards during his eight years in the service, where he was stationed in Japan. He also holds a Master of Arts in business administration from Webster University in St. Louis. He currently lives in Philadelphia and will be relocating to Raleigh/Durham, N.C. this summer.

About MicroMass Communications, Inc.

Founded in 1994, MicroMass offers unrivalled capabilities in the application of behavioral science to marketing challenges. The company's approach is founded on the belief that understanding the critical factors that influence individual behavior is the best way of creating a dialogue and building enduring relationships between customers and brands.  

Unlike traditional agencies that are "siloed" or structured by discipline, MicroMass brings together under one roof the expertise and services for building sophisticated, multi-channel programs that span the full marketing continuum.

Headquartered in Cary, N.C., with a second office in Morristown, N.J., MicroMass is one of the fastest growing agencies in its field. With experience in more than 30 therapeutic categories, the company has a roster of clients that includes some of the most respected names in the life sciences industry. For more information, visit www.micromass.com

SOURCE MicroMass Communications, Inc.