Our Team
Meet the team of senior leaders driving Real Endpoints’s strategy and success
Norman Selby, Chairman
Norman C. Selby has spent 30 years in the healthcare world in a variety of consulting, managerial, investment and Board roles. He is currently Executive Chairman of two innovative healthcare information businesses: Real Endpoints llc and Physicians Interactive Inc. In addition, Mr. Selby serves as a Senior Advisor to Perseus llc, a private equity firm based in Washington, D.C.
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Mr. Selby is also on the Board of three healthcare product companies: Infinity Pharmaceuticals, a leading public (INFI) oncology biotech company, Metamark Genetics, an oncology diagnostics company, and Merz Group GmbH, a global specialty pharma company based in Frankfurt, Germany. In the decade of the 2000s Mr. Selby was involved with three companies all of which had successful exits: From 2000 – 2008 he was on the Board of Millennium Pharmaceuticals (MLNM) which was acquired by Takeda; from 2001 – 2004 he was President and CEO of TransForm Pharmaceuticals which was acquired by Johnson & Johnson; and from 2004 – 2008 he was Executive Chairman of Windhover Information which was acquired by Reed Elsevier. Mr. Selby spent the bulk of his career at McKinsey & Company where he was Director (Senior Partner) in the firm’s New York office. He held several leadership roles at McKinsey, including head of the firm’s Global Pharmaceuticals and Medical Products Practice. From 1987-1989, Mr. Selby took a leave of absence from McKinsey to serve as Chief Operating Officer of the New York Blood Center, the largest community blood organization in the country, where he led its financial and operational turnaround. After McKinsey he went to Citicorp/Citigroup where he was an Executive Vice President. Mr. Selby serves on the Board of Trustees of the Central Park Conservancy, the Memorial Sloan-Kettering Cancer Center and the Ralph Lauren Center for Cancer Care and Prevention, all based in New York City. He is also a member of the advisory board of the Harvard Business School’s Healthcare Initiative, and a Board member of the National Parks Conservation Association in Washington D.C. Mr. Selby holds a B.A. in Architecture from Yale College and an M.B.A. with Distinction from the Harvard Graduate School of Business Administration.
Roger Longman, Chief Executive Officer
Roger Longman has spent nearly thirty years in the healthcare industry, most recently as Managing Director, Pharma at Elsevier Business Intelligence, a Reed Elsevier company. In 1983, Longman joined The Wilkerson Group as a writer covering the pharmaceutical and biotech industries for IN VIVO. In 1989, Longman along with David Cassak bought IN VIVO, incorporating it into a new company, Windhover Information, which they built through internal development (with publications such as Start-Up and The RPM Report, several databases, including The Strategic Transactions Database; and a series of senior-executive conferences), and through acquisition.
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In 2008, Windhover was acquired by Reed Elsevier and merged with its FDC Reports division (publishers of The Pink Sheet, The Tan Sheet and many other medical-industry newsletters), creating Elsevier Business Intelligence. Longman ran the combined group’s pharmaceutical business until he left to begin working on Real Endpoints. Over the years, Mr. Longman has become recognized as an expert in biopharmaceutical strategy and often speaks at key industry events organized by important trade organizations, investment banks, venture capital firms and leading pharma and biotech companies. He lectures regularly at several leading universities and co-directs the Wharton-Windhover pharmaceutical program at The Wharton School. Mr. Longman completed his BA at Cornell University and an MA at the University of North Carolina at Chapel Hill, and then taught for three years at the European division of the University of Maryland.
Ellen Foster Licking, Senior Editor & Analyst
Ellen has covered the medical industry for more than 10 years, as a reporter at BusinessWeek, then at Windhover Information, and since it’s acquisition by Elsevier, as business bureau chief and executive editor for the pharma group, where she has been responsible for both IN VIVO and Start-Up, among other duties. Ellen holds a BA in Biochemistry from Swarthmore College, an M. Phil. in Biochemistry from Cambridge University, and an MS in Biochemistry from Stanford University.
Julie Eskay-Eagle, VP of Strategy & Corporate Development
Julie is responsible for Real Endpoints’ strategic vision and corporate development, including partnerships and data base licensing. Julie was Head of Health Care Investments for The Wellcome Trust, from 2000-2010. Prior to The Wellcome Trust, Julie was a Vice President in the Health Care Group at Lazard Freres and a member of Lazard Technology Partners. Before joining Lazard, Julie was a Health Care Specialist at McKinsey & Co. under Norman Selby.
Rhonda Greenapple, MSPH, Chief Executive Officer, Reimbursement Intelligence
Rhonda has spent her 20-year career focused on how to gain access and reimbursement for her clients, helping with launch planning and commercialization for over 40 products, with particular experience in diabetes, obesity, cardiometabolic risk and oncology. Prior to founding Reimbursement Intelligence in 2005, Rhonda was President of Torre Lazur McCann Managed Markets, a unit of McCann Healthcare Worldwide. She is also a frequent contributor on reimbursement trends to publications such as Managed Care Magazine, American Health and Drug Benefits,, Oncology News International and Journal of Medical Marketing and Fierce Pharma Industry Voices. Rhonda received her BS from Cornell University and received her MS in Public Health from the University of North Carolina.
John Whang, MD, COO, Reimbursement Intelligence
John joined RI from McKinsey, where he was a senior consultant in its Health Care Practice, focusing on payer, provider, device and pharmaceutical clients. Before McKinsey, John was Director of Non-Invasive Cardiovascular Services at Morristown Medical Center in Morristown, NJ, which is the second largest cardiac program in the Northeast. John managed all aspects of inpatient and outpatient cardiovascular services while actively practicing cardiology. He led the introduction of cutting-edge technologies such as intra-cardiac echo (ICE) to enable the growth of innovative catheter-based programs including PFO closure and transcatheter valve. John has an AB from Harvard and an MD from Columbia University’s College of Physicians and Surgeons.