Alan LessnerProfessional summary Creative problem solver and strategic thinker always striving to keep the clients’ priority, first priorityFuture career objectives Strong conceptual thinker that strives to meet the clients’ strategic goals whether onSkills a single project or across an entire scope of workResume Highly motivated and always looking to solve the next challengeAchievements Adaptive design style to create what is most desirable and applicable to each project Can take a project from concept through to finished deliverableSamples Work hands-on or with a team to achieve that goal depending on the scope of the work Management of team members and outside vendors Extensive agency experience predominantly in the pharmaceutical and healthcare communications field. Many of the skills used in developing, designing and completing projects for this industry can be applied readily to other fields of focus Projects I have worked on range from print, digital (tablet), video, convention materials, e-mail, banners and web page designContact ▶
Alan LessnerProfessional summary Looking for that next challenge. I want to mix my creative force with an organization that inspires, believes, and supports the creative spirit. Searching for that environmentFuture career objectives that fosters success and breeds achievement. Looking to flex my creative muscle into the digital space where I can bring my design skills to the next level and communicateSkills to a much larger audience.ResumeAchievementsSamples Contact ◀ ▶
Alan LessnerProfessional summary Proficient in: Adobe Creative SuiteFuture career objectives — InDesign — IllustratorSkills — PhotoshopResume Quark Xpress PowerpointAchievements Adobe AcrobatSamples Knowledge of: Adobe Digital Publishing Suite Fireworks Dreamweaver Traditional skills: Marker and paper comps Storyboards IllustrationContact ◀ ▶
Alan D. Lessner Alan Lessner Strategic thinking Creative professional Objectively focused History of successful Participation in client- At the advertising, branding, agency workshops intersection and design Creative problem Strategic development of focused solving abilitiesProfessional summary of the brand thinking and Conceptual aptitude Tactical planning creativity... Development of compelling Client interactionFuture career objectives creative materials Help shape short and long-term Take projects from concept brand strategies to completionSkills Understands the science behind the Conceptual development brand, class and competing brands of the brand Manage multiple projects within Presentation of creative conceptsResume respective budgets, deadlines Immersed in brand and organizational identity proceduresAchievements ...exists that rare combination of design and business acumenSamples Career highlights; Extensive pharmaceutical communications agency expertise, launch of new product extensions, thrives in fast paced environments, integration of tablet based digital sales platforms, supervise, manage, and mentor junior team members, interns, developers, freelancers, and other vendors, participant on many new business pitch teams, respected team member, regularly recruited by other teams to participate in conceptual brainstorming, viewed as a voice of reason with a get it done right the first time approach. RX Club award winner 2002-2007, and 2010. Art Directors Club of NJ 2004 Gold Award. Proficient in the use of Adobe Creative Suite (Indesign, Illustrator, and Photoshop), Adobe Acrobat, Quark Xpress, MS Powerpoint and Word. Working knowledge of Fireworks, Dreamweaver and Adobe Digital Publishing Traditional Skills include Marker and paper comps, storyboards and illustration Work Experience: 2/2012- Present Freelance Graphic Design Professional 8/2006- 2/2012 Publicis LifeBrands/Medicus 1997-8/2006 Adient/Commonhealth 1994-1997 Miller AdvertisingContact 39 Beverly Hill Rd. Clifton, NJ. 07012 C. 201-280-4560 H. 973-458-0399 email: email@example.com Website: http://www.alanlessner.weebly.com/ Linked In profile: http://www.linkedin.com/pub/alan-lessner/9/90a/1a7 ◀ ▶
Alan LessnerProfessional summary Rx Club 2002 Silver Award Rx Club 2003-2007 and 2010 Award of ExcellenceFuture career objectives 2004 Gold Award from Art Directors Club of NJSkillsResumeAchievementsSamples Contact ◀ ▶
Alan LessnerProfessional summaryFuture career objectives For your patients with moderate UC…SkillsResumeAchievementsSamples Ra g pid relie inn in —Concepts f is just the beg —Print 800 DELAYED-RELEASE TABLETS —Digital —Logos —Direct Mail Brand: AsacolContact Chosen concept for launch of Asacol HD campaign. Intended to communicate aspiration, hope and freedom for those patients living with a very intrusive disease state. ◀ ▶
Alan Lessner 5BProfessional summaryFuture career objectives Finally, a single solutionSkills to restore GI functionResume to normalAchievements Only Bifantis is proven to reduce all of theSamples cardinal symptoms of IBS —Concepts —Print C L I N I C A L LY P R OV E N —Digital BIFANTIS Bifidobacterium infantis 35624 —Logos —Direct Mail Brand: Align/BifantisContact Concept based on active probiotic in Align. When IBS language was used Align branding could not be used, so Bifantis had to be promoted separately ◀ ▶
Alan LessnerProfessional summary Patients still don’t think fiber can offer more than motilityFuture career objectives JUST ASkills REMINDERResume OF WHAT METAMUCILAchievements REMOVES The notion that fiber is fiber– doesn’t hold water SeeSamples Only psyllium, the fiber found in why Metamucil®, forms a thick gel that —Concepts •traps and removes bile acids •helps lower cholesterol1 isn’t your —Print ordinary fiber —Digital Unlike other leading brands, Metamucil contains psyllium, which retains water and because psyllium can absorb water, it forms a gel and —Logos ✓ softens the stool ✓ increases stool volume * Diets low in saturated fat and cholesterol that include 7 grams of soluble ✓ allows for faster, easier movement fiber per day from psyllium husk may reduce the risk of heart disease by lowering cholesterol. One serving of Metamucil psyllium powder or —Direct Mail capsules has at least 2.1 grams of this soluble fiber. Use as directed. † Thisstatement has not been evaluated by the Food and Drug Administration. Recommend Metamucil—the fiber This product is not intended to diagnose, treat, cure, or prevent any disease. that does more for your patients Brand: MetamucilContact Concepts based on Metamucil’s fiber, psyllium and it’s MOA (Method of Action) ◀ ▶
Alan LessnerProfessional summaryFuture career objectives CONTINUOUS 24 H URSkillsResumeAchievements HEARTBURNSamples RELIEF —Concepts —Print Recommend Prilosec OTC —Digital to block frequent heartburn —even through the night —Logos —Direct Mail Brand: PrilosecContact Concept based on continuous relief with focus on working at night. ◀ ▶
Alan LessnerProfessional summary In chrOnIc hepatItIs B… D3Future career objectives how can more clinical data support your decisions?Skills Many advances have been made in our understanding of how to optimize patient management in chronic hepatitis B • Care can now be individualized to best meet every patient’s needsResume • It is more important than ever to consider the clinical data supporting every decision made in patient management there are many dimensions to clinical data, and the length of time studied is important as well as the numberAchievements of patients studied • Only a long-term track record in a large patient population can show us what to expect with a chronic conditionSamples • As time goes on, additional benefits of patient management may become apparent • Reversing cirrhosis and halting the progression of fibrosis could ultimately be other key considerations —Concepts in patient management —Print Having a wealth of clinical data including reversing cirrhosis and halting the progression of fibrosis would give long-term insights into patient management —Digital —Logos —Direct Mail Brand: VireadContact Concept(s) based on new messaging to enhance brand competitiveness. Sample concept ◀ ▶
Alan LessnerProfessional summaryFuture career objectivesSkillsResumeAchievements Take on a world of serious infections…Samples Introducing —Concepts greater penem potency —Print —Digital New —Logos doripenem —Direct Mail Brand: New Business/AtlasContact Concept based on overwhelming strength, helped win new business for intravenous antibiotic ◀ ▶
Alan LessnerProfessional summaryFuture career objectives IntroducingSkills Wakefulness that lasts beyond the workday.ResumeAchievements Nuvigil Works long enough to helpSamples hypersomnolent patients stay awake, alert and engaged at work and beyond. —Concepts —Print nuvigil —Digital New TM —Logos armodafinil C IV tablets —Direct Mail Brand: New Business/NuVigilContact Concept based on effects lasting over 12 hours helped win new business for excessive sleepiness ◀ ▶
Alan LessnerProfessional summary In the treatment of occasional digestive upsetsFuture career objectivesSkills HELPATIENT P ACHIEVE S In just 28 days, Align can naturally help*: ® EST VEResume DIGSTARTINGIWITH • Restore natural digestive balance • Build & maintain a healthy digestive system BALANCEMONTH ONE • Protect against occasional digestive upsetsAchievements ® Only Align contains BIFANTIS (Bifidobacterium infantis 35624)Samples – a well-studied patented strain that helps protect against occasional digestive upsets Satisfaction guaranteed —Concepts or your patients’ money back** —Print RECOMMEND THAT PATIENTS AND COLLEAGUES † —Digital START MONTH ONE WITH ALIGN TODAY * These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease. Extra value in every package— —Logos Among gastroenterologists who recommended a brand of probiotic in a Wolters Kluwer 2009 survey. † ‡ When taken daily. ** MONEY BACK GUARANTEE: We stand behind our product. If you are not satisfied with Align, simply return the UPC code from the Align Over $40 in coupons package and your original sales receipt within 60 days of purchase for a full refund. Void in Maine. Visit AlignGI.com/Refund for details. for P&G products —Direct Mail Brand: AlignContact Visual synergy with the consumer agency campaign while making message relevant to health care professionals. This design was used for sell sheets, tear pads, and pharmacist ◀ ▶ focused messaging
Alan LessnerProfessional summary All fibers can benefit patients seeking regularity, but psyllium has a distinct advantage…Future career objectivesSkills Metamucil—The only leading fiber thatResume No other leading fiber contains psyllium. TheAchievements psyllium in Metamucil forms a gel for unmatched * benefits for patients with constipation:Samples • Softens the stool —Concepts • Increases stool volume • Allows for faster, easier movement —Print Recommend Metamucil— the fiber that does more for your patients —Digital * Based on Wolters Kluwer fiber supplement survey. —Logos —Direct Mail Brand: MetamucilContact GEL concept based on the brands MOA, was used for sell sheets, pharmacist focused communication, tear pads, patient focused materials, and e-mail alerts . ◀ ▶
Alan LessnerProfessional summaryFuture career objectivesSkillsResumeAchievementsSamples In separate studies of frequent heartburn patients: H 94% of patients were satisfied with how well Prilosec OTC works —Concepts H 90% of allowing a restful night OTC “good” to “excellent” patients rated Prilosec ‡ in —Print H 81% of patients had complete relief or only mild symptoms on the first day of treatment —Digital H # 1 Physician recommended for over 10 years † —Logos FOR YOUR PATIENTS WITH FREQUENT HEARTBURN, RECOMMEND PRILOSEC OTC, SATISFACTION GUARANTEED. —Direct Mail Brand: PrilosecContact Chosen concept based on patient satisfaction. Used for an array of collateral materials. Worked with consumer campaign visual identity while having a physician focused message ◀ ▶
Alan LessnerProfessional summary Are your patients headingFuture career objectives in the right direction?SkillsResumeAchievementsSamples —Concepts —Print —Digital —Logos —Direct Mail Brand: AsacolContact Cover of Asacol HD Core Visual Aid showing how winning concept was implemented. Sales force was enthused to detail this new product ◀ ▶
Alan LessnerProfessional summary INTRODUCING THE ASACOL® AND ASACOL® HD COMPASS CAMPAIGN The launch of Asacol HD is an exciting time. We are striving to maintain and build on the trust of physicians and patients that has been earned during the 17 years of familiarity with P&GP brands such as Asacol.Future career objectives We took this opportunity to design a new look for the promotional materials for the UC franchise. We call it the Compass Campaign. The imagery should help you link the feature of rapid symptom improvement to the potential benefit to patients: Rapid symptom improvement can help enable UC patients to reconnect with their everyday life. Compass: navigation tool that helps people to find their way Even normal, everyday activities can present a challenge to people who are touched by UC.Skills The compass symbolizes the therapy, the powerful tool that physicians can prescribe for their patients to help them quickly find their way to re-engage with more of the life they have been missing. Person standing on the compass: everyday patient type, navigator of his or her reclaimed life Person engaged in activity:Resume The patient type is someone who doctors see in their practice—a real-life what is possible when a patient gets rapid symptom improvement Asacol or Asacol HD has helped person doing real-life things, not too lofty, not impossible. The patient is this patient with UC symptoms. male or female, a young adult, a parent, The imagery is of the self-realized STEP 1. patient who has reached more of STEP 2. or an older person of 50 or 60. UC Establish a problem/need. Use the his or her goals. Introduce Asacol HD. Help patients reduce their UC symptoms does not discriminate, and the Asacol NEW so their lives can be more predictable patient image on the compass icon toAchievements and Asacol HD brands reach out to all adult sufferers. The patient is surrounded by icons NOTE: The blue and orange colors portray a trustable brand and introduce a create a relevant patient type-patient with moderately active UC. Use this statement as a problem/need. differentiating new product. that represent the passions and the • The blue color is a grounded untapped potential in this person’s life. color that represents years of The patient’s stance projects the brand Asacol HD 4.8 g/day in Patients With Moderately Active UC STEP 3. commitment to UC by P&GP. overall equity: confidence to reconnect Blue is also a soothing color that 90 Improvement in Rectal Bleeding Deliver the message that Asacol HD UC patients with everyday possibilities delivers rapid symptom improvementSamples represents symptom improvement. 80 84% % Patients Improved The patient is confident; he or she This color should be familiar to 78% 75% 79% in as few as 3 weeks, for moderately active UC. 70 could go anywhere; the world is now physicians who have been Rapid Symptom Improvement 3 Weeks open. The patient is ready to reconnect promoted to in the past. 60 6 Weeks NOTE: with at least one of the iconic passions • The orange color is a distinct color 10 On this page, the iconic rapid lines are the or potentials. in the UC market. It draws attention 0 n=283/365 n=298/353 n=82/110 n=84/107 visual representation of rapid symptom to the modifier HD, to distinguish ASCEND III1 ASCEND II1,2 improvement. This message can enable between the 800 mg Asacol HD Asacol HD to win in market because it is Compass Campaign + Data = A complete story individualized according to patient type 90 Improvement in Stool Frequency —Concepts tablet and the 400 mg doses. relevant and differentiating. Asacol tablet. Orange is a bold 80 % Patients Improved color that represents the new 800 76% 79% • Rapid symptom improvement is relevant to 70 74% both patients and physicians. A key treatment mg product while yellow represents outcome is to achieve rapid symptom 3 Weeks the heritage of the 400 mg product. 64% NEW 60 6 Weeks Also, the "800 mg per tablet" improvement so that patients can reconnect FOR INTERNAL TRAINING PURPOSES ONLY— information emphasizes that this 10 to their everyday lives. NOT FOR USE IN PROMOTION n=279/365 n=280/353 n=70/110 n=77/104 new product is a high dose. 0 ASCEND III1 ASCEND II1,2 • Rapid symptom improvement can help establish differentiation. You can reframe —Print Please see Selected Safety Information on adjoining page and accompanying full prescribing information. "convenience" to be the ability for patients to References: 1. Data on file, Procter & Gamble Pharmaceuticals, Inc. 2. Hanauer SB et al. Am J Gastroenterol. 2005;100:2478-2485. reengage in the activities and relationships that are important to them. Rapid symptom improvement in as few as 3 weeks can help patients to this. STEP 4. Show the benefit that rapid symptom improvement can Rectal Bleeding Improvement at 3 & 6 Weeks Stool Frequency Improvement at 3 & 6 Weeks —Digital bring to the life of the patient type being discussed. Use the image of the patient engaged Clinic visit at baseline, 3 & 6 weeks. Improvement defined as > 1 point improvement in RB score from Clinic visit at baseline, 3 & 6 weeks. Improvement defined as > 1 point improvement in SF score from in activities to bring the story baseline to time point. baseline to time point. to life. Reiterate that “rapid symptom improvement Assessment Scoring Assessment Scoring enables UC patients to 0 = no blood seen 0 = normal SF per day reconnect with more of their 1 = streaks of blood with stool less than half the time 1 = 1-2 stools > normal per day —Logos everyday lives.” 2 = obvious blood with stool most of the time 3 = blood alone passed 2 = 3-4 stools > normal per day 3 = 5 or more > normal per day —Direct Mail FOR INTERNAL TRAINING PURPOSES ONLY—NOT FOR USE IN PROMOTION Brand: AsacolContact Internal trainer to help familiarize the sales force with the new visual identity and how to best detail using the new Asacol HD campaign. Front/back ◀ ▶
Alan LessnerProfessional summary According to n data, prescriptio Follow-up in trial design prescribed l oral antiviraFuture career objectives hepatitis B for chronic 1 * in adults For treatment-naïve adult patients with chronic hepatitis B… REASONS TO FOCUS ON VIREAD FIRST LINESkills Reason Reason Reason s Reason Rea on Reasonson Reason Reason Rea Reason Reason Reason # 1 # 2 # 3 Vi r a l s u Vi r a l s u S lo ss S lo ss Vi r a l s u S lo ss w-up w-up Robus Robus w-up RobusResume Robust follow-up es pp Resistance p a es p l Viralesuppression i trial c nc Dos n p D o s i n gp a t pl i o potentiali c g D o sin g e e t i e n t f op r e s s& n s i s t a n for a t i e n t f op r e s s i o n l e R R lo lo in s t a n R lo re s sio n ista ie nt fo & & t t & t Resistance design S lossAchievements Indication and Usage VIREAD® (tenofovir disoproxil fumarate) is indicated for the treatment of chronic hepatitis B in adults. The following points should be considered when initiating therapy with VIREAD for the treatment of HBV infection:Samples • This indication is based primarily on data from treatment of subjects who were nucleoside–treatment-naïve and a smaller number of subjects who had previously received lamivudine or adefovir dipivoxil. Subjects were adults with HBeAg-positive and HBeAg-negative chronic hepatitis B with compensated liver disease • VIREAD was evaluated in a limited number of subjects with chronic hepatitis B and decompensated liver disease Viral suppression & S loss • The numbers of subjects in clinical trials who had lamivudine- or adefovir-associated substitutions at baseline —Concepts were too small to reach conclusions of efficacy Important Safety Information WARNINGS: LACTIC ACIDOSIS/SEVERE HEPATOMEGALY WITH —Print STEATOSIS and POST TREATMENT EXACERBATION OF HEPATITIS • Lactic acidosis and severe hepatomegaly with steatosis, including fatal cases, have been reported with the use of nucleoside analogs, including VIREAD, in combination with other antiretrovirals • Severe acute exacerbations of hepatitis have been reported in HBV-infected patients who have discontinued —Digital anti-hepatitis B therapy, including VIREAD. Hepatic function should be monitored closely with both clinical and laboratory follow-up for at least several months in patients who discontinue anti-hepatitis B therapy, Important Safety Information including VIREAD. If appropriate, resumption of anti-hepatitis B therapy may be warranted * Based on data provided by Wolters Kluwer Pharma Solutions, Source® Pharmaceutical Audit Suite, Source® Prescriber Payer, Retail and Mail Order, January 2010–April 2011. —Logos Please see additional Important Safety Information for VIREAD on subsequent pages 12-13. My liver. My fight. My VIREAD. —Direct Mail Brand: VireadContact Visual Aid tightly focused on 3 strategic reasons to prescribe Viread. A brand which has a “Black Box Warning” so the safety messaging needed to have the same visual prominence ◀ ▶ as the promotional message.
Alan LessnerProfessional summaryFuture career objectivesSkillsResume Winners of First ToAchievements p Honors Compe titionSamples have proven the TSs who —Concepts Congra tulations to ge with some of the itive ed the country their compet EAD HBV:ETV ratios in IR strongest V the Mid-Year Meeting leading up to —Print At the Mid-Year M ce eeting, all winners Resistan top knowledge of demonstrated entiation With the data and a talen • Driving Differ h and Impact it into practice in to pnotch details. t for putting In This • Expanding ReacGame Plan —Digital Issu e: • Opinion Leader —Logos confidential: for internal gilead use only. —Direct Mail Brand: VireadContact Newsletter designed to coincide with Gilead National meeting. The content contains interviews, highlights, keynotes and imagery from the event. Its intent is to be informative yet fun and ◀ ▶ engaging. The sales force is the key audience
Alan LessnerProfessional summary Remodulin® (treprostinil) Injection is a prostacyclin vasodilator indicated for the treatment of pulmonary arterial hypertension (PAH) (WHO Group 1) to diminish symptoms associated with exercise.Future career objectives It’s TIME for…SkillsResumeAchievementsSamples —Concepts —Print —Digital Remodulin: Flexibility to help meet patients’ needs1 • Remodulin should be used only by clinicians experienced in the diagnosis and treatment of PAH • Initiation of Remodulin must be performed in a setting —Logos with adequate personnel and equipment for physiological monitoring and emergency care Please see full Indication and Important Safety Information on pages 2 and 3 and Full Prescribing Information in pocket. —Direct Mail Brand: RemodulinContact Core visual aid designed to work with new concept. Highlighting new data with new chart design updated color palate. Cover ◀ ▶
Alan LessnerProfessional summaryFuture career objectivesSkillsResumeAchievementsSamples —Concepts —Print —Digital —Logos —Direct Mail Brand: ClaritinContact Journal ad designed to work with existing campaign while announcing a new flavor for children’s Claritin. Also re purposed as direct mail. ◀ ▶
Alan LessnerProfessional summaryFuture career objectivesSkillsResumeAchievementsSamples —Concepts —Print —Digital —Logos —Direct Mail Brand: AsacolContact Client wished to migrate from traditional printed sales materials to tablet based selling. Design based on printed materials to work in the digital space. Developed layouts of each section and ◀ ▶ worked with developer to ensure message and creative integrity of new concept were kept.
Alan LessnerProfessional summaryFuture career objectivesSkillsResumeAchievementsSamples —Concepts —Print —Digital —Logos —Direct Mail Brand: VireadContact Design of this Digital Sales Aid was based on the printed version while incorporating many levels of navigation to make for a much more fluid presentation of the information. ◀ ▶ The design called for a very clinical look and feel.
Alan LessnerProfessional summaryFuture career objectivesSkillsResumeAchievementsSamples —Concepts —Print —Digital —Logos —Direct Mail Brands: Align/Metamucil/Prilosec OTCContact E-mail blasts designed to match other branded (printed) sales collateral to reach pharmacists as part of non-personal outreach through e-Pharm alerts. Designed to get the first priority of ◀ ▶ communication (free samples) to be above the fold line