Sunrise Medical mourns death of marketing vp

Sunday, June 22, 2003

June 23, 2003

LONGMONT, Colo. - Harvey P. Diedrich, Sunrise Medical’s vice president of marketing, died June 14. The cause of death was pending a coronor’s investigation, according to The Daily Camera, a Boulder, Co., newspaper.

Diedrich, 48, joined Sunrise in 2001 as a wave of executives from the automotive industry swept in and transformed the company’s upper management. Diedrich had worked in marketing for Tenneco Automotive for 26 years.

At Sunrise, Diedrich embraced a business strategy that leveraged the company’s brand-name products. The previous marketing strategy had downplayed brands like DeVilbiss and Quickie to establish greater recognition of Sunrise Medical.

“Since Harvey joined the company, he had been a real leader in so many areas,” Mark Liebetrau, president of Sunrise’s commercial operations in North America, wrote in a memo circulated internally at the company. “His intellect, his analytical strength, his ‘eye’ for product detailing are just a few of the many things that all of us can remember and thank him for as we reflect on his business contributions.”

Diedrich was one of the more visible Sunrise executives. He recently lobbied with HME providers during AAHomecare’s June 3-4 legislative conference.

Sunrise has not made any decisions about a replacement for Diedrich.