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ePortfolio 2011s

Creative Portfolio of Nancy Stearns Burgess, Strategic Healthcare Marketer and Communicator

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ePortfolio 2011s

  1. 1. Strategic Healthcare Marketer Connecting to Customers Nancy Stearns Burgess Strategic Marketing and Communications ePortfolio Highlights – 2011
  2. 2. Clinician+ Communicator Clinical Health Professional, Writer/Communicator <ul><li>Wrote effective queries </li></ul><ul><li>Completed communications classes </li></ul><ul><li>Leveraged health expertise, published thesis , and registered dietitian credentials for national publications </li></ul><ul><li>Education, training, and hospital experience in dietetics, exercise physiology, and cardiac rehabilitation </li></ul><ul><li>National publications receive 30,000+ unsolicited queries annually </li></ul><ul><li>Only about 0.08% of these queries are accepted </li></ul>the situation my actions
  3. 3. RESULTS : Publishing Experience <ul><li>X health topics </li></ul>Clinical Health Professional, Writer/Communicator <ul><li>15 features </li></ul><ul><li>6 articles </li></ul><ul><li>Modern Maturity </li></ul><ul><li>Market for Home Care Services (research report) </li></ul><ul><li>Allied Health and Nursing News features </li></ul><ul><li>10 feature articles, multiple interviews </li></ul><ul><li>Wellness promotions </li></ul><ul><li>Newsletters </li></ul><ul><li>Dozens of consumer health features </li></ul>
  4. 4. Case of the Professional Association Social Media Campaign
  5. 5. RESULTS : Tripled Connections in 3 weeks Social Media Campaign
  6. 6. Case of MM&M Award-winning Campaign <ul><li>Originated strategy and campaign to increase high-risk referrals </li></ul><ul><li>Confirmed hypothesis with online research </li></ul><ul><li>Named program; crafted all copy </li></ul><ul><li>Networked w/ ACOG and AAFP for presidents as letter signatories </li></ul><ul><li>Fujisawa’s Adenoscan was the market leader </li></ul><ul><li>Adenoscan label revealed it was especially effective in women </li></ul><ul><li>Coronary artery disease (CAD) is the #1 killer of women </li></ul><ul><li>Theorized “all boats rise” if high-risk cardiology referrals increase </li></ul>the situation my actions Educational Awareness Campaign
  7. 7. <ul><li>16% of targeted physician began screening patients for CAD </li></ul><ul><li>Of those, 94% used brochures, 55% hung poster, and 75% reordered </li></ul><ul><li>Campaign won most prestigious 2004 MM&M Award </li></ul>RESULTS : Committed to Her Heart Wave 1 : high-impact triangular box, poster, program sheet, KOL letter, BRC; 2 : broadcast fax; 3 : Over-sized envelope of materials; Fulfillment : Reprints, Risk assessment tool, pt ed brochures, video, sample referral letter, reorder form Educational Awareness Campaign
  8. 8. Case of Key Opinion Leaders <ul><li>Engaged KOLs </li></ul><ul><li>Created mnemonic devices to aid diagnosis </li></ul><ul><li>Edited/wrote website content at in line with ambitious schedule </li></ul><ul><li>Conceptualized and oversaw, all print and electronic materials </li></ul><ul><li>Hereditary angioedema (HAE) is a rare genetic disease </li></ul><ul><li>CSL Behring’s treatment for HAE was in Phase III clinical trials with 3 competitors </li></ul><ul><li>Key opinion leaders (KOLs) reported diagnostic confusion </li></ul>the situation my actions Premarket Thought Leader Development
  9. 9. <ul><li>Captured 3 creative awards </li></ul><ul><li>Hundreds of attendees sought out booth with room drop in hand </li></ul><ul><li>32 KOLs agreed to be featured on reverse side of diagnostic tools </li></ul><ul><li>Campaign built client-KOL relationships and enhanced perceptions </li></ul>RESULTS : Educational Campaign Premarket Thought Leader Development
  10. 10. Case of the Late-stage Brand Staged Marketing Campaigns the situation my actions <ul><li>Primary immunodeficiency (PI) impairs ability to fight infection </li></ul><ul><li>Immunoglobulin (Ig) infusions boost immunity </li></ul><ul><li>Client’s product was a weekly self-administered 16% “Sub-Q” Ig product, competing against monthly IV products </li></ul><ul><li>Client needed to pave the way for next-generation product </li></ul><ul><li>Identified less dramatic shifts in patients’ Ig levels compared to monthly IVIg </li></ul><ul><li>Focused on “stepping off the roller coaster” of IVIg therapy </li></ul><ul><li>Coined tagline: Life has its ups and downs. Ig levels don’t have to. </li></ul><ul><li>Emphasized “16%” </li></ul><ul><li>Transitioned campaigns </li></ul>
  11. 11. RESULTS : Campaign Evolutions Staged Marketing Campaigns
  12. 12. <ul><li>Original photography captured freedom of 16% home-based Sub-Q </li></ul><ul><li>Global “ribbon” brand icon shown as smooth and steady carpet </li></ul><ul><li>Multi-pronged efforts drew thousands of patients to switch from IVIg </li></ul>RESULTS : Conversions to 16% Staged Marketing Campaigns
  13. 13. Case of Global Brand Identity <ul><li>Identified 6 anatomical sites of attacks </li></ul><ul><li>Conceptualized and wrote 72-page US and European monographs with scientific illustrations </li></ul><ul><li>Personified and named resource center: B.E.N. </li></ul><ul><li>Assumed account executive role during US launch </li></ul><ul><li>CSL Behring’s C1-inhibitor, Berinert, had been used worldwide in >400,000 treatments </li></ul><ul><li>Client wanted to launch global branding in conjunction with approvals in Canada, US, and most of Europe </li></ul><ul><li>Pitched against international agencies and won business from Global Brand Team, led by Germany </li></ul>the situation my actions Global Launch
  14. 14. <ul><li>Branded materials developed for 29 countries on 4 continents </li></ul><ul><li>Substantial efforts to ensure US materials met FDA regulations </li></ul>RESULTS : Focus on the Site Global Launch
  15. 15. Case of the Global Sales Campaign <ul><li>Developed “Take the Right Path” campaign for both worldwide and US indications </li></ul><ul><li>Teamed to create persuasive visual graphics </li></ul><ul><li>Developed key messaging, differentiating US FDA-approved and extra-US indications </li></ul><ul><li>Fujirebio Diagnostics’ HE4 test had recently received FDA approval to detect the progression or recurrence of epithelial ovarian cancer </li></ul><ul><li>Globally HE4 with CA125 is approved to help diagnose ovarian cancer </li></ul><ul><li>Company wanted to use internationally market-tested image </li></ul>the situation my actions Global Diagnostic Test
  16. 16. <ul><li>Consistent sales messaging translated into Japanese, Italian, and English—with distinct US version </li></ul><ul><li>Distinct URLs linked directly to ads and helped track ROI </li></ul><ul><li>Campaign captured DxMa award </li></ul>RESULTS : Multilingual Campaign Global Diagnostic Test
  17. 17. Case of US Launch US Launch the situation my actions <ul><li>Privigen, a 10% liquid, intravenous immunoglobulin (IVIg), was third to market </li></ul><ul><li>Immunologists associated product’s competitive profile with good tolerance </li></ul><ul><li>Most IVIg is sold through group purchasing organizations (GPOs) </li></ul><ul><li>Translated data into US nomenclature and rewrote 76-page global monograph in compliance with FDA label </li></ul><ul><li>Worked with graphics team to create new images that fit global brand guidelines </li></ul><ul><li>Partnered to leverage GPO relationships, tactics, and strategy </li></ul>
  18. 18. <ul><li>Distinctive, attention-grabbing die-cut ads, mailers generated awareness </li></ul><ul><li>Custom photography highlighted refrigeration-free storage </li></ul><ul><li>Programs created synergy with GPOs’ efforts and linked to website </li></ul>RESULTS : Unique Sales Synergy US Launch
  19. 19. Case of Unfamiliar Head Lice Rx Rebranding and Sales Increase the situation my actions <ul><li>Taro Pharmaceuticals acquired Ovide Lotion from Medicis Pharmaceuticals </li></ul><ul><li>Taro needed to achieve 45% sales increase by end of year </li></ul><ul><li>Most doctors recommended OTC treatments </li></ul><ul><li>Rx was seen as scary </li></ul><ul><li>Focused on conversion of lindane prescribers </li></ul><ul><li>Oversaw the AAU market research to test perceptions, messaging, and campaign concepts </li></ul><ul><li>Collaborated to rebrand and differentiate OVIDE </li></ul><ul><li>Assisted with scientific support </li></ul>
  20. 20. <ul><li>Realized an 11%+ response rate </li></ul><ul><li>Achieved 45% sales growth in less than 5 months </li></ul><ul><li>Became the #1 prescribed head lice treatment among pediatricians </li></ul><ul><li>Won most prestigious MM&M Award </li></ul>RESULTS : Prescribe with Confidence OVIDE Cares Kit : High-impact dimensional box with panels matching new sales aid, plastic bin, online response mechanism, gloves, sales brochure, instructional CD-ROM, and product information; follow-up waves arrived in dimensional envelopes Rebranding and Sales Increase
  21. 21. Case of the Patient Meeting <ul><li>Leveraged new campaign theme </li></ul><ul><li>Teamed to develop “16 differences,” created branded video for flat screen, and other booth materials </li></ul><ul><li>Wrote FDA-compliant script for magician who used card and rope tricks to highlight brand’s key attributes and engage children waiting for photo </li></ul><ul><li>CSL Behring was exhibitor at patient association meeting </li></ul><ul><li>Majority of attendees were children, teens, and families </li></ul><ul><li>Meeting was at Walt Disney World in Orlando </li></ul><ul><li>New “Start smooth. Stay steady.” campaign was being unveiled </li></ul>the situation my actions Consumer Brand Experience
  22. 22. <ul><li>Children and families enjoyed “roller coaster” photo in branded frame </li></ul><ul><li>Attendees drank “smoothies” in branded cup </li></ul><ul><li>Booth traffic was phenomenal and the envy of competitors </li></ul>RESULTS : Smooth & Steady Consumer Brand Experience
  23. 23. Case of the Diagnostic Experience <ul><li>Developed pre- and post-convention surveys to assess unaided and aided awareness </li></ul><ul><li>Leveraged touch-screen kiosk to collect lab directors’ contact info, opinions, and needs </li></ul><ul><li>Customized pdfs sent from kiosk highlighted features and benefits to be shared with physicians </li></ul><ul><li>Wrote preconvention attendee e-blast </li></ul><ul><li>Fujirebio Diagnostics wanted to make an impression at the American Association for Clinical Chemistry (AACC) </li></ul><ul><li>Goal of participation was to increase awareness of HE4 among US lab directors </li></ul>the situation my actions HCP Brand Experience
  24. 24. <ul><li>Touch-screen kiosk captured attendee data and sent customized PDF of materials to lab directors’ own e-mail address </li></ul><ul><li>Improved aided and unaided awareness of HE4 by a factor of 4 </li></ul>RESULTS : Interactive Kiosk HCP Brand Experience
  25. 25. Case of Clinical Trials Enrollment Clinical Trials Branding the situation my actions <ul><li>Endo Pharmaceuticals wanted to enhance enrollment and name recognition for its bladder cancer clinical trials </li></ul><ul><li>The company already had a bladder cancer treatment, Valstar, on the market </li></ul><ul><li>Named the clinical trials program and its distinct subsets </li></ul><ul><li>Developed complete brand guidelines </li></ul>
  26. 26. <ul><li>“ Joyful person” brand hallmark also symbolized urinary bladder </li></ul><ul><li>“ Wave” carved through logo/names (Embarc, Voyage) represented the nature of the bladder as a vessel for fluid </li></ul><ul><li>Voyage colors mirrored the branded colors of Valstar (valrubicin) </li></ul>RESULTS : Bladder Cancer Program Clinical Trials Branding
  27. 27. Achieving. Learning. Connecting with Customers.
  28. 28. left brai N + right B rain = <ul><li>planning and execution </li></ul><ul><li>communications </li></ul><ul><li>insight </li></ul><ul><ul><ul><li>emotive words and visuals </li></ul></ul></ul><ul><li>creativity and branding </li></ul><ul><li>strategy </li></ul><ul><li>science, market data </li></ul>analysis + creativity = N ancy B urgess = RESULTS <ul><li>results measurement </li></ul>
  29. 29. Strategic Healthcare Marketer Connecting to Customers Thank You! Nancy Stearns Burgess