1. An E‐Portfolio Introduction
Healthcare Creative/Copy
Doug Jung
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2. Meet a Healthcare Creative/Copy Expert with…
• Experience
– Prescription and over‐the‐counter drugs
– From blockbusters to orphan diseases
– Medical devices
– Direct to physicians, patients, payers, and other
healthcare advocate stakeholders
• Wins and Launches
– Bivigam, Lipitor, Reminyl, Olympus….
• Perspective
– Client‐ and agency‐side
– Agency creative copy director
– Consulting freelance for 5 years
– MBA in Marketing

3. …And a fresh creative view
Bristol-Myers Squibb Global
Corporate Recruitment
Campaign:
Sole consultant who helped BMS
re-position, re-energize and
re-write the book for this
biopharma company to recruit
employees internationally

4. Digital Marketing
Wrote drug-launch website
www.bivigam.com,
plus related insPIred™ web-based support
program for the primary immunodeficiency
community

5. Community Health Outreach
Conceived Housing Works
first outdoor ad campaign to
NYC homeless and others in need

6. Personalized Patient Marketing
Wrote for One Patient at a Time digital and print
relationship program for ORENCIA®

7. Launches…
• Blockbuster
LIPITOR DTC Print
Launch Ad
• Wrote the
best‐testing
print ad in
multi‐agency pitch
for launch
Top‐scoring ad tested to target patients
became the DTC launch ad for LIPITOR

8. Managed Markets
…
• Fresh Approaches for Managed Care Marketing
• Diabetes Intervention Initiative for MCOs/Employers
“Loved the yin-yang heart!” – Pitch agency president

9. Managed Markets…
• TOPAMAX MOSAIC MIGRAINE Program
for Ortho‐McNeil Pharmaceutical
• Managed markets program (AV, print, newsletter articles,
patient aids, sales materials)
• “Best employer program in the industry” – independent market
research firm

10. Launches…
• REMINYL Sharing Care Program
for Alzheimer’s Disease Patients & Caregivers
• Multimedia relationship marketing (AV, newsletters,
collateral) for early diagnosis & long‐term compliance
Campaign continued 7 years post-launch

11. Pitches and Wins…
• OLYMPUS
Medical Systems
• Key writer in
winning
AOR pitch
• From corporate…
“You were great, …”

12. Pitches and Wins…
• …to new ideas
• Insights & extras
beyond the expected
• Informed creative
“… a plus!” –
Creative Director, Olympus AOR

13. Pharma…
• In‐house McNeil/J&J
• Clients include:
– Johnson &
Johnson:
• Corporation
• Divisions
– Pfizer
– Bristol‐Myers
Squibb
– Teva
– Alcon Surgical
– And others
“Extraordinarily well done” –
VP, Corporate Communications,
Johnson & Johnson

14. Repositioning…
• Fresh Approaches for established brands
• Relaunching eye‐surgery device for Alcon Surgical
Solving the “expensive gray box on table” problem

15. Repositioning…
• Fresh Approaches for established brands
• Pitch for Caduet launch in Canada
“Loved the yin-yang heart!” – Pitch agency president

16. Repositioning…
• Fresh Relationship
Marketing Approach
for established brand
• EpiPen Center for
Anaphylactic Support
Compliance
Campaign
Expanding the market for a category king

17. Creative Know‐How…
• “Orphan disease” drug launch for Teva branded division
• Physician education campaign for early recognition and treatment
Launching the only treatment for a rare, fatal disease

18. Creative Know‐How…
• Taking ConvaTec/BMS into Sports Med Market
• Niche marketing: advertising, sales aids, collateral
Taking an established brand into a new niche

19. Creative Know‐How…
• Pfizer Cardiovascular
“Anatomy of a Storm”
multisensory experience
(Lipitor, Norvasc, Caduet)
• Conceived, pitched, won,
& scripted AV exhibit
• Experienced by
25% of attendees at AHA
annual meeting

20. …Follow‐through
Corporate ad for exhibit company,
based on Pfizer “Anatomy of a
Storm” success story (see previous)

21. Recap…
• RX, OTC, DTP, DTC, Medical Devices
• Roll‐Up‐Sleeves Teamwork Style
with staff, colleagues, and clients…
• and the Passion to Add Strategic &
Creative Value in Healthcare Marketing

22. Ready for Your Team
• Mid‐New Jersey based
• Within easy reach of
NY/NJ/Philadelphia
and the world
• Contact via:
– Tel: 609‐529‐2028
– douglasrjung@gmail.com
– www.linkedin.com/in/dougjung
– www.tidelinehealth.com
Doug Jung