Vera Rosenthal

Led end-to-end strategy, execution, and management of high-visibility, community-facing health communications, delivering timely and accurate information through press releases, web content, email campaigns, and social media to patients, caregivers, healthcare providers, and public stakeholders, reaching 100,000+ subscribers.

Directed cross-functional communications programs and planning, convening and leading working groups of 20+ members across senior leadership, legal, policy, and scientific teams to define messaging strategy, align risk mitigation approaches, and ensure consistency across internal and external communications.

Owned media and public response strategy for sensitive and time-critical public health issues (e.g., counterfeit drug products), determining messaging frameworks, drafting press materials, responding to media inquiries, and advising leadership on positioning to protect institutional credibility and public trust.

Ran crisis and safety communications for high-profile incidents (e.g., COVID-19 response), setting timelines, selecting communications channels, and drafting and clearing alerts within accelerated timeframes to support informed decision-making and community confidence.

Led production of a monthly internal newsletter for 1,200+ staff, including topic selection, author coordination, editing, formatting, and distribution to drive awareness of office priorities and initiatives.

Managed internal communications workflows supporting pharmaceutical quality programs, including tracking and coordinating 2,500+ annual public speaking requests to ensure consistency, accuracy, and appropriate representation at conferences and events.

Developed and maintained external pharmaceutical quality content on FDA.gov, collaborating with cross-agency subject matter experts to deliver clear, actionable information for public and professional audiences.

Led multidisciplinary teams of scientific, regulatory, and senior leadership stakeholders to develop and execute internal and external communication strategies during fast-moving, high-stakes public health and medical device incidents.

Created communications strategies and content for emerging medical device topics, including 3-D printed medical devices, producing web and social media content to support education and awareness.

Updated and standardized division communications standard operating procedures to improve cross-agency coordination, efficiency, and operational readiness.

Crafted content and data visualizations for the National Healthcare Quality & Disparities Reports, translating analysis of 400+ quality measures into accessible insights on health disparities across priority populations.

Advised on strategy for public-facing data tools, applying quality measures to inform updates that improved usability, accessibility, and user experience.

Developed and executed targeted digital messaging campaigns across email and social media platforms, reaching 50,000+ public and professional users.

Managed vendor relationships and deliverables as a Contracting Officer’s Representative, ensuring timely, high-quality execution of communications projects.

Directed digital communications strategy for the Health IT Portfolio, managing web content and distribution of written and video materials to elevate visibility of federal health IT initiatives.

Led vendor production of five annual portfolio reports, translating outcomes from 129 grants and 40 contracts into compelling narratives and visuals, applying iterative feedback and performance insights to strengthen each subsequent edition.

Managed contracts for state and regional Health IT demonstration projects and clinical decision support initiatives, overseeing deliverables, invoices, and performance.

Served as program officer for 18 Health IT research grants, providing technical and strategic oversight across pilot, feasibility, and implementation phases.