Sarbjit co-leads the Geneve Heathcare team, which is an international hub office providing global communications and PR support for Rx, OTC brands and medical devices. Sarbjit brings fifteen years experience to the role, with a career that began in public health followed by the healthcare industry before moving to Weber Shandwick, London in 2006.
Sarbjit’s recent PR experience includes global clients such as Merck Consumer Health, Abbott Diabetes Care and Gedeon Richter. An area of special interest is the OTC sector and Sarbjit oversees a portfolio of global consumer health brands for Merck Consumer Health which involves implementing big ideas inline with brand strategy that resonate with consumers and healthcare professionals across key markets. This involves close alignment with the advertising agencies to ensure a fully integrated, multi-touchpoint approach. Sarbjit oversees the corporate communications programme for Merck Consumer Health and in 2016 launched a new platform called the “Global Consumer Health Debate”, an annual thought leadership event, that brings key stakeholders together to discuss key topics of interest in the OTC space.
In the area of medical devices, Sarbjit oversaw prelaunch and launch communications for Abbott’s Freestyle Libre, an innovative glucose monitoring device with a programme focused building relationships with key media and online influencers across Europe. This culminated in ‘DX Berlin 2016”, the first European blogger diabetes exchange forum, which brought together 22 bloggers across Europe, and led to 25 blog posts published online, and content on social media reaching over 1 million users without paid support.
Over her career, Sarbjit has supported the launch of a number of Rx products including Humira for Abbott and Esyma for Gedeon Richter. Esmya was approved in 2012 for the preoperative treatment of uterine fibroids and has recently been approved for the intermittent treatment in the long term management of uterine fibroids. Sarbjit has led the communications on every Esmya milestone over the past 4 years which has included two major press events at leading gynaecology congresses, COGI and FIGO.
Specifically in the area of fertility, Sarbjit led the work for Merck Serono’s Grant for Fertility Innovation Awards for two consecutive years. GFI supports the advancement of science and innovative technologies in the fertility field, and Weber Shandwick was assigned with overseeing the organisation of the awards and securing positive media coverage around the initiative.
Sarbjit graduated with a BSc (Hons) in Biomedical Sciences and a MSc in Nutrition.