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Meet the team

IDEAs are constantly evolving. So is our company, so are our people.
Here are some of the key IDEA Pharma team.

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James Bohan 
IDEAtor: 
Bold IDEA 

A passionate blues guitarist in his spare time, James combines senior client-side sales and marketing success with international benchmarking and market research agency experience of pharma company operations and processes. He therefore is well placed to address the particular challenges facing modern pharmaceutical companies on all fronts.

Email: james.bohan@ideapharma.com



Twanda Colon
Office Administrator (US):                 Wonderful 
IDEA

Managing and maintaining the core systems of the US office, Twanda is responsible for ensuring the day-to-day operations are aligned perfectly to the group's universal needs, holding the different aspects of the business together and making them work effortlessly... and with precision.

Email: twanda.colon@ideapharma.com



Jonathan Crosby 
Marketing and Communications Director: Modern IDEA

Coming from a corporate marketing and PR background, Jonathan has spent the past 15 years building up a wealth of experience and expertise, both nationally and internationally, working within and for global organisations. Previously running a leading PR consultancy, he has delivered award-winning work for clients in varying industries, from strategy design through to delivery and implementation - working exclusively alongside company directors and CEOs. Outside of IDEA Pharma, his passion is writing and playing music in a band. 

Email: jonathan.crosby@ideapharma.com




Caroline Crosby 

Events Manager: 
Brilliant IDEA

Specialising in customer facing and logistics management, Caroline's key function is integral to IDEA Pharma's front end operations. In an industry where first impressions count, Caroline ensures that our clients receive a first class service round-the-clock, and works one-to-one with KOLs to cater for their professional needs perfectly. From finding the perfect venue that truly delivers the WOW factor, through to flight management, onsite timetable planning and KOL support but to mention a few, Caroline delivers flawlessly every time, making her an invaluable member of the IDEA team.

Email: caroline.crosby@ideapharma.com




 

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Nazeer Electricwala
IDEAtor: 
Electrifying IDEA 

Bringing a spark to the IDEAtion team, Nazeer joins the company from Teva where he specialised in medical affairs. Nazeer’s ability to unpack complex information and uncover meaningful insights, complements and supports IDEA’s offering perfectly. His awareness, passion for change and understanding of the industry makes him the perfect addition to the IDEA team.

Outside IDEA, Nazeer is a petrol head, loves cycling and has a talent for computer programming.


Email: nazeer.electricwala@ideapharma.com



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Partha Ghosh 
IDEAtor/Medical Investigator: 
Cutting IDEA 

From clinical practice (worklng in medicine, surgery and casualty) to pharma consulting, strategic planning and business development, Partha's skill set is second to none, seeing him join IDEA with over 20 years' experience with a firm grounding in early stage drug development. A champion of thought leadership, Partha loves nothing more than to challenge the norms and break conventions to deliver innovative results that work. His broad industry experience within a wide range of therapy areas and developmental stages makes him a hugely valuable and integral member to any product design team.

In his down time, Partha loves to landscape garden.

Email: partha.ghosh@ideapharma.com





 

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Dr Alex Gray - Partner
Chief Medical Officer: 
Challenging IDEA

Alex is a widely experienced, versatile and insightful pharmaceutical physician working as an external consultant at the clinical-commercial interface on Global, European and U.S. projects for top ten pharmaceutical companies. In his 18 years in industry, he has consulted on a wide range of issues, including clinical trials strategy development and alignment with commercial brand vision, brand positioning development, product portfolio profiling and strategy development, brand strategy and operational plan development. In his spare time he is a fan of Baroque music, opera, and rock music, and a builder of cars.

Email: alex.gray@ideapharma.com




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Lidia Markovic 
Project Manager:
L - IDEA 

With 12 years' project management experience within the pharmaceutical industry at product delivery and distribution level, Lidia brings a certain dynamism to the IDEA team that firmly centres on customer service and delivering value. Her skill set and attention to detail is second-to-none, seeing her tackle IDEA's project delivery requirements head on.

Lidia is a fan of anything that sparkles and enjoys attending live music concerts. 

Email: lidia.markovic@ideapharma.com



Brett Marlow 
Group Office Manager
Regimented IDEA

Brett joins IDEA Pharma straight from the Army where he served as a Chief Clerk for the Defence School of Intelligence for 24 years. When he was not in charge of the coffers he was operational on the front line, touring the Falklands, Bosnia, Iraq (stationed in Basra Palace) and Afghanistan. His regimented approach to his work means that nothing is left unturned, which is an approach he brings to the general running of our international offices.

 When Brett is not working he enjoys spending time with his family, fishing, golf and the occasional game of paint balling, just to keep his toe in with the Army lifestyle.. 

Email: brett.marlow@ideapharma.com







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Pankaj Oza
Head of Consulting: 
Revolutionary IDEA

With over 20 years international marketing experience in both big and small pharma, Pankaj possesses unique insight into making better decisions and identifying the best path to commercial success, centered mainly around product and brand development. 

When not in work Pankaj is a keen sportsman and enjoys playing cricket for his local club, and a good game of poker.

Email:pankaj.oza@ideapharma.com




 

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Cindy Peché
Head of Group Finance: 
Pragmatic IDEA

With over 18 years' international finance management experience, Cindy joins IDEA as Head of Group Finance to keep the company in check. Possessing an impeccable mind for detail and business acumen, Cindy’s commercial awareness has already had a positive impact on the company.

When she is not looking after the company’s coffers, Cindy enjoys playing the guitar, listening to music and above all, travelling.

Email:cindy.peche@ideapharma.com




 

 

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Mike Rea - Partner

CEO: 
Big IDEA

Mike has worked in global pharma strategy for over 20 years, and has developed global marketing solutions for most of the world's top ten pharmaceutical companies. Regarded as an industry leader, Mike's principal point of interest is the incorporation of best practice into pharmaceutical strategy, and he has helped lead the strategic direction of over 50 pharmaceutical brands. Outside work, 

Mike runs an independent record label, writes the UK's most widely-syndicated album review column, enjoys advanced and track driving, and plays guitar badly.

Email: mike.rea@ideapharma.com


Rick Ritacco 

Account Manager (US East Coast): 
Brainy IDEA

Starting his working life out as a subject matter neuroscience specialist, Rick joins IDEA direct from the University of Pennsylvania where he acted as Research Specialist, managing multimillion-dollar projects efficiently, effectively and delivering tangible results.  His track record in marketing is impeccable and his commitment to client satisfaction is unsurpassed.

When not in work, Rick is a dedicated family man and loves to brew his own beer.

Email: rick.ritacco@ideapharma.com


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Robert Schaffer

Practice Head (US East Coast): 
IDEA-List

Robert joins IDEA with over 20 years' experience in healthcare marketing and brand building. Since forming TSA – a professional healthcare communications agency in Paris – he has become one of the most trusted leaders in the industry, coming to IDEA from Omnicom group where he was Executive Director, Client Services at InterbrandHealth, tasked with leading the global growth and expansion of Interbrand's Healthcare branding consultancy. Robert is tasked to lead the growth and development of the New York hub for IDEA's East Coast operations.

Outside IDEA, Robert is a connoisseur in all things french, an avid ice hockey player and a guitarist on a quest for tone.

Email: robert.schaffer@ideapharma.com




 

John Tonra
VP, Business Development (US East Coast):
Dangerous IDEA

John has spent over 20 years building friendships and relations throughout the life sciences industry.  His experiences in marketing, sales, recruitment, and management give him a broad understanding of client needs.  
He has worked in several of the largest pharmaceutical manufacturers as well as in start-up agencies, bringing a variety of experiences and skills to his client engagements.  John also served in the United States Army – where he was stationed in Hawaii and developed his Aloha Spirit.  He enjoys running, coaching his children in track and basketball, and visiting the islands of Hawaii every chance he gets. 

Email: john.tonra@ideapharma.com





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Louise Ward 
Project Manager:
Red Hot IDEA

Louise joins IDEA direct from the NHS, where she has spent the last 15 years mitigating risk and minimising crisis. Her level-headed, straight talking and pragmatic approach is essential in helping to drive IDEA’s projects forward, ensuring complete clarity and client satisfaction is achieved every step of the way.

Louise is not only passionate about delivering success, but she also loves the colour red and wears it every day.  When she is not at work, Louise loves nothing more than a bottle of wine and a good book, spending time with her family and the odd game of badminton.

Email: louise.ward@ideapharma.com




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Samantha Weston 
VP, Business Development:
Fresh IDEA

Joining IDEA direct from Aptiv Solutions, where she worked as Executive Director, Business Development, Samantha possesses over 20 years’ experience in clinical development, global pharmaceutical business generation and account handling, and will play a vital role in enhancing and extending the company’s continued presence in the UK, Europe and the US, identifying and marrying clinical & commercial opportunities.

When not searching out business opportunities, Sam loves spending time with her family, gardening and has a keen interest in honing her skills as an animal behaviouralist - a subject she studied at university.

Email: samantha.weston@ideapharma.com



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Tracy Westwood 
Chief Operating Officer: 
Strong IDEA

As IDEA Pharma's COO, Tracy has an untold wealth of expertise in this field, seeing her guide business intelligence for two global health organisations under the same guise. Dubbed as Strong IDEA, her tenacious approach to business delivery is second-to-none. In her spare time she loves nothing more than walking her Weimaraner and playing golf.

Email: tracy.westwood@ideapharma.com