Iris_Capabilities_Final_120816Final

© 2016 Iris Communications
Capabilities
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Iris Communications is a passionate group of communications professionals
and business partners with a wealth of experience and an uncompromising
commitment to creativity.
Iris offers our clients innovative, strategic solutions that set the stage for
change and growth. Through effective planning, communication,
and management, we deliver solutions that speak for your brand
generating impactful marketing commotions.
Iris Communications is a full-service, women-owned agency that breaks the
boundaries of traditional advertising because we aren’t hindered by the typical
big agency processes that slow things down or break the budget.
Iris has the big agency talent but in a small, nimble and passionate business model.
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About Iris

The people behind Iris have the varied industry skill sets that you
expect from any full-service agency:
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Our differentiator: Experience matters!
High-level
Strategic Thinkers
Process
Experts
Social Media
Visionaries
Innovative and
Creative Leaders

Barbara Bochese, Managing Director
Account and Operations Business Leader
Senior Operations and Client Services Executive. Former President of Talk Marketing
(Consumer Sampling and Promotions Company-WOM/DTC), SVP of Operations at HealthEd and
VP of Operations at Ogilvy CommonHealth (a WPP Company) and Account Supervisor at Solara,
managed markets agency, part of Ogilvy CommonHealth. Barbara brings 20+ years of marketing
experience to her position as Managing Director of Iris Communications. Barbara holds her provisional
license as a NJ School Business Administrator and is a member of the Healthcare Business Women’s
Association, Diversity Alliance for Science and National Association of Professional Women. Barbara was
responsible for designing and building the first disease awareness website, Informed Wellness for Pfizer
managed markets in 2005.
Our People
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Iris’ founder, Barbara Bochese, has been called an “operations guru” and Iris
follows a very strict process management when engaging with clients.
The integration and iteration of process management ensures consistently
high performance and provides for efficient and timely delivery.

Donna Lehner, Creative Director
Creative Innovator
Donna formed Lehner & Whyte Inc. in 1979 in Montclair and joined Iris in 2010 as creative director. She
has 20+ years of experience in communication and brand design management. Clients include Johnson
& Johnson, Ethicon, Ortho Biotech, Novartis, Harper Collins, Houghton Mifflin, Elsevier, Lenox China,
Chubb Insurance Group, PSE&G, The Salvation Army, Clara Maass Medical Center Foundation and
The Kessler Foundation. Donna has received numerous national design awards and her work has been
published in Print magazine, How magazine, Step magazine, Digital Age magazine and The Society of
Illustrators Annual. Her most recent project was the graphic interior branding of the 25,000-square-foot
Ethicon Learning Institute in Somerville, NJ.
Our People
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Virginia Morfe, Strategic Account Director
Strategic New Business and Research Leader
Virginia has been working with corporate and non-profit clients for more than 20 years. She is recognized as a gifted
facilitator, guiding senior and global teams through strategic planning, problem solving and idea generation, bringing
diverse participants to consensus and new approaches to meet specific goals.
An accomplished healthcare strategist, Virginia was the research and marketing strategy lead for Iris developing the
marketing plan for Goucher College. She has consulted across the US, China, India, Latin American, and the Caribbean
and has served as President of the Board of a non-profit organization focused on youth outreach in predominantly black
and Hispanic neighborhoods. Virginia is conversant in Spanish and is currently developing a program supporting non-
English speaking cancer patients and caregivers navigate daily hurdles during illness and therapy. She has guided and
supported organizations in market research, problem resolution, team building, managing through transition, strategic
planning and marketing.
Previously, as Vice President, Account Services at Solara, a division of Ogilvy CommonHealth, Virginia brought her strategic
and business development expertise to the pharmaceutical healthcare managed markets agency. Virginia also has a deep
knowledge of Information Technology working for Pfizer as their Global Information Technology Strategic Planner leading
the IT strategic planning process that supported the R&D, supply chain, marketing, and sales organizations. Virginia has
a graduate degree in international management and has been a guest instructor at Caldwell College, The University of
Michigan and Stevens Institute.
Our People
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David J. Segarnick, PhD
Chief Medical Officer
Adjunct Assistant Professor, Department of Pharmacology, Physiology & Neuroscience
Rutgers New Jersey Medical School/Graduate School of Biomedical Sciences
David has been a leader in healthcare medical education and communications for more than 20 years, having held senior
management and strategic planning positions. David has extensive medical education and communications experience
in major therapeutic areas, with product pre-launch and launch experience in the areas of anesthesiology, anti-infectives,
cardiovascular disease (including VTE/PE), chronic pain, endocrinology/diabetology, gastroenterology, hematology, men’s health,
obstetrics/gynecology, oncology, orthopedics, rheumatology, neurology, and psychiatry.
David has worked with the American College of Cardiology as medical strategist spearheading educational grant development
across all of the ACC’s clinical pathways to support cardiovascular disease education for their annual and regional meetings.
David’s graduate school and postdoctoral training was at the NYU School of Medicine and the New York Veterans Affairs Medical
Center in neuropharmacology. As an adjunct assistant professor, Pharmacology, Physiology & Neuroscience, Rutgers Biomedical
& Health Sciences (RBHS), New Jersey Medical School/Graduate School of Biomedical Sciences, he teaches a course in
pharmacology and drug marketing to multidisciplinary graduate students interested in learning how basic science/pharmacology
is applied to drug development and product differentiation. David has held several academic positions in the past, having served
on the faculty in the department of psychiatry at the NYU School of Medicine, Bellevue Hospital, and the New York Veterans
Administration Medical Center. David has authored more than a dozen articles in peer-reviewed medical journals and has
contributed several chapters in medical textbooks. David moderates more than 12 advisory boards, workshops and scientific
platform development meetings each year and is a frequent guest speaker.
Our People
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“As an educator with more than 20 years of experience, and participant in many advisory boards, I have come to
clearly recognize the different level of service provided by Dr. Segarnick compared to others. You can count on
his expertise not only to guide seamless logistics, but also scientific prowess that augments the group process.
He is always a pleasure to work with, and his skills stimulate a harmonious and productive process. Dr.
Segarnick can be counted on to consistently bring out the best in scientific groups.
"Louis Kuritzky, MD, Clinical Assistant Professor.
Department of Community Health and Family Medicine, University of Florida, Gainesville

Patricia Cirigliano, Communication Design Director
PowerPoint/Prezi/Word Specialist
With a 20 year background in graphic and fine arts, Patricia applies her creative talent and keen eye
for design into PowerPoint and Prezi presentations. She is an expert in Word as well as Adobe
Creative Suite. Patricia’s expertise has often been utilized by executive leadership teams for internal
and client facing presentations and deliverables. Patricia also has extensive experience in project
management and administration, managing project placement and account orders for TALK Marketing
as their Project Supervisor.
Our People
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D&B Labs, Digital Innovation Partner
Information Technology Leader
With over 20 years of IT and business leadership experience, exceptional talent for unlocking revenue
opportunities and shrewd concentration on the bottom line, D&B Labs is Iris’ digital partner dedicated to
integrating technology, people and data to drive profitable. D&B brings industry experts with more than
25+ years of advertising and corporate experience to deliver the most impactful innovative technology.
Our People
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© 2016 Iris Communications 10
Our Services
 Graphic Design
 Branding and Identity
 Advertising
 Corporate Communications
 Web, App and Video Production
 Environmental and Retail Branding
‒ Signage
‒ Custom Displays
‒ Floor Graphics
‒ Wall Murals
‒ Packaging
‒ Window Displays
 Advisory Insights Consulting
 Facilitated Strategic Workshops
 Expert Advisory Boards
 Operations Consulting
 Change Management Consulting
 Contingent Workforce Support
Design and Communications Strategic Leadership Consulting
Iris Communications delivers comprehensive support and customized services
to help you find the right direction for your brand and company:

Iris Design and Communication Offerings
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Digital
 Web Design and
Development
 Mobile App Development
 Information Technology
Innovation
Advertising
 Advertisements
 Media Planning
Video
Production
 Audio
 Animations
Branding
and Identity
 Branding Strategy
 Logo Design
 Brand Style Guide
Environmental
and Retail Branding
 Signage and Wayfinding
 Custom Displays, Floor
Graphics and Wall Murals
 Wall Murals
 Packaging
Corporate
Communications
 Messaging Strategy
 Collateral Design and
Deployment
 Meeting Support
Creative Design
and Execution
 Print
 Digital
 Custom Illustrations
Presentation
Services
 PowerPoint Design
 Templates
 Formatting
 Prezi Experts

Iris Strategic Leadership Consulting Offerings
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Operations
Consulting
 Strategic Support
 Workflow Assessment
and Implementation
 Project Management
Support
Change
Management
Consulting
 Business Evaluations,
Assessments and
Outcomes
 Implementation
Advisory
Insights Consulting
 Facilitated Strategic Planning
Workshops
 Consensus Building for
Leadership Teams
 Integrating Divergent Plans
and Teams
 Advisory Boards
Contingent
Workforce Support
 Creative Services
 Account Management
 Operations Managing
 Copy / Editorial Support
 Presentation Support

Our Approach
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Strategy
Curious intelligence
that leads to insights
Innovation
Knowledge that unleashes
creativity to explore
new potential
Communications
Messaging that
resonates and connects
Design
Creative, strategic,
impactful expression
Efficient Delivery
Efficient delivery, digital, social
mobile, app, print,
facility branding, and signage

50+
combined years of
communications/mark
eting and advisory
insights consulting
5 years
awarded
government
contracts
Certified
women-owned
diverse
supplier
Iris Highlights
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Iris Clients
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Iris Strategic Leadership
Consulting Offerings

Marketing Research and Marketing
Messaging, Plan and Strategy
Strategic Objective: Provide strategic marketing research and develop
a marketing plan for Goucher College’s Welch Center for Graduate and
Professional Studies’ MA in Environmental Studies program.
Process: Working with EM Environmental, Iris provided all creative and strategic
marketing support for the project. This campaign includes a research component
and findings that included Career Trends and Recommendations, Competing
Programs and Recommendations, Enrollment Projections and Recommendations
to support the development of the MA in Environmental Studies program.
Research included in-depth interviews with directors of competitive
environmental studies programs, and staff hiring at environmental
organizations.
Final Deliverable: A comprehensive marketing strategy
and plan based on target audience assessment and determination,
competitive analysis, brand positioning and development of brand messaging.
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J&J Serialization Program and Video
Strategic Objective: Provide strategic consulting to review existing
2-year serialization program for J&J’s customer logistics services
division, and recommend ways to speed up global acceptance.
Process & Deliverable: Through a series of interviews with key
stakeholders, Iris provided a comprehensive review (both qualitative
and quantitative) that resulted in a communication plan and
management recommendations. Phase II of this project resulted in
the development of corporate communications collateral and a
Stakeholder video for internal use.
Results: Management’s comprehensive understanding of and
commitment to serialization, compliance and beyond for all
stakeholders in the J&J family of companies and identification of
individuals through global organization that that are natural leaders
and catalysts for change.

Global Strategic Planning Workshop for Pfizer’s
New Biosimilar Global Leadership Team
Strategic Objective: Develop and facilitate an all-day workshop for
a newly formed, geographically dispersed team resulting in a concise
and clear strategic and globally integrated market development plan.
Process & Deliverable: Met with global head of team to clarify
vision and develop measurable objectives for workshop.
Analyzed gaps between objectives and individual participants’
perspectives and identified hurdles to success.
Created Discussion Guide and multiple interactive exercises to
stimulate discussion and position for consensus building.
Results: Participants from around the globe fully engaged for an
entire day and departed with clearly defined tasks and a globally
integrated direction for market development.

Facilitated Strategic Workshops:
 Strategic Planning Workshop
 Guided Consensus Building Meetings
 Integrating Divergent Plans/Teams
Advisory Board Services:
 Clinical Study Design and Refinement
 Medical-Marketing Positioning and Communications Message Development & Testing
 Scientific Platform Validation and Refinement
 Payor/Reimbursement/Pharmacoeconomic gap analysis and study design
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Expert Facilitation:
Planning Workshops & Advisory Boards

Strategic Objective: Introduce newest proton-pump inhibitor from
AstraZeneca into crowded PPI marketplace and replace market
leader Prilosec (racemic omeprazole) with Nexium (pure
stereoisomer esomeprazole).
Process & Deliverable: Moderated group of KOL
gastroenterologists to highlight pathophysiological pathway from
GERD to erosive esophagitis to Barrett’s esophagus to
adenocarcinoma of the esophagus and to emphasize lack of public
screening (eg, no guidelines on endoscopy for GERD, unlike
colonoscopy), therefore, incumbent on clinicians to use most
effective PPI (eg, lowest number needed to treat) to avoid “slippery
slope” as GERD symptoms do not reflect disease progression or
severity.
Results: Solidified Nexium pre-launch and launch medical
marketing positioning based on meeting summary for AZ which
quickly led to successful launch and market dominance among PPIs.
Pre-Launch Positioning Advisory Board for
Nexium: The Slippery Slope from GERD to
Adenocarcinoma of the Esophagus
Esomeprazole Versus Other PPIs: NNT For LA Grade Esophagitis

We have developed a simple formula for success that ensures a satisfactory outcome
for the program sponsor. Each step in the process reinforces, and is dependent on
the preceding step for the meeting to achieve the desired outcome. We actively
manage, organize and supervise the overall process:
Program Objectives
 Draft 3 – 4 clear, measurable and actionable program objectives that tell us whether
the event has met the needs of the customer at the conclusion of the program
Agenda/Topics
 Develop a timed program agenda that features the key issues in prioritized order that
provides at least 2 – 3 times as much time for discussion of key issues than presentation
Moderators Guide
 The program moderator/discussion facilitator develops a bulleted list of required issues
for discussion/feedback as a roadmap to guide the discussion and keep it on track
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Report
Audience
Faculty
Presenters
Content
Selection
of Moderator
Moderator
Guide
Agenda
Objectives
Our Approach to Expert Advisory Boards
“Begin with the End in Mind”

Slides
 Each slide shown must be related to the key points included in the Moderator’s Guide, Program
Agenda and Objectives. This requirement focuses the presenter to include the mutually agreed
upon key issues to ensure that the presenter stays on topics and meets all objectives
Faculty Presenters
 Pharma medical staff may present company key data and study design; often outside experts
will present the “landscape” initial overview presentation
Expert Participants/Discussants
 Discussants are selected for their academic and clinical expertise, as well as their track record
of ability to contribute effectively to discussion based on program objectives
Executive Summary
 On-site medical writer attends program and provides concise bulleted summary of discussant
feedback from meeting within 72 hours of meeting completion
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Report
Audience
Faculty
Presenters
Content
Selection
of Moderator
Moderator
Guide
Agenda
Objectives
Our Approach to Expert Advisory Boards
“Begin with the End in Mind”

Iris Design and
Communication Offerings
Case Studies/Samples

Positioning, Marketing Messaging and
Environmental Creative Branding and Design
Strategic Objective: Provide messaging, branding design and style
guidelines for Danker, Sellew and Douglas (DS&D). As one of the largest
and oldest furniture design companies, Iris was asked to provide the
marketing strategy to tell the DS&D story through the environmental
branding of their showroom and facility.
Process & Deliverable: We developed their tagline “We are….” which
was used to tell the DS&D historical legacy and who DS&D is now. Using
consistent and easily identifiable messaging allowed DS&D to present its
history and current offerings in a very unique and easily customizable way.
Throughout the showroom, we designed art work that captures the
essence of who DS&D is and engages the target audience of customers
who are completely immersed in the DS&D brand.
Results: Success has been demonstrated in increased sales and the
increase in enthusiasm for the showroom sales force and the pride of
ownership by senior leaders in the company.
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Iris Design and
Communication Offerings

Branded Print
Campaign
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DS&D Interior Branding and Design
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McNeil Interior Branding and Design
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Product Collateral Design and Branding
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Website
Design
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Branding and
Marketing
Campaign
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Branding and
Marketing
Campaign
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Quarterly Magazine
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Facility Branding and Design: Turtle Back Zoo
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Facility Branding and Design : Turtle Back Zoo
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In-Patient Brochure
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Marketing Logo
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Signage: Illustrated Art
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Communications Collateral:
Print Direct Mail, Brochures, Rack Cards
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Communications Collateral:
Print Magazine
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Marketing Campaign
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Wayfinding Signage:
DOT/Transportation Roadway Signs
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Direct Mail
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Website Design – Custom Illustrations
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Thank You
Contacts:
Barbara Bochese
Virginia Morfe
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bbochese@iriscommunications.org
vmorfe@iriscommunications.org
973.902.7027
908.421.1707

Iris_Capabilities_Final_120816Final

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