The programmatic maturity model was developed in partnership with Erica Hawthorne, 1975-2024.

Erica was a trailblazer in the industry, and a longtime partner and friend of PulsePoint. During this time, she profoundly shaped the way we think and develop products, always driven by a clear and powerful mission. Erica was especially concerned that pharma advertising didn’t “speak” to underrepresented populations, and she made it her priority to change that. Her vision ensured that our work not only embraced innovation but also engaged those whose needs were often overlooked.

Erica was never afraid to challenge the status quo, bringing bold ideas to the table and always pushing us to think bigger. Her deep curiosity and passion for learning fueled her ability to create solutions that were both cutting-edge and deeply human. She understood that healthcare advertising had the potential to not just reach, but truly resonate with, people from all walks of life.

Her technical brilliance, combined with her compassion and fierce commitment to inclusivity, transformed both PulsePoint and the industry as a whole. She was instrumental in the creation of this programmatic maturity model, recognizing its potential to improve patient outcomes and healthcare accessibility.

Erica’s legacy is one of brilliance, kindness, and lasting impact. She was not only a giant in her field but also a friend, a mentor, and an inspiration. While we will miss her tremendously, her influence will continue to guide us. We are forever grateful for her leadership and the lasting mark she left on our work and the world.