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Nancy Burgess Strategic Marketing 2018


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A compilation of case studies for digital marketing and traditional marketing. Personal marketing to come.

Published in: Marketing
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Nancy Burgess Strategic Marketing 2018

  1. 1. Case Study Highlights
  2. 2. Digital Personal Traditional 2
  3. 3. RESULTS-Oriented Approach Measurement Market Research Branding/ Naming Positioning Strategy Tactics Execution 3
  4. 4. Digital 4
  5. 5. Case of Brand Identity and Website Situation • Healthcare consultancy needed brand identity • Existing website was one page; lacked SEO My Actions • Oversaw evolution of brand identity • Wrote distinctive tagline • Created unique messaging • Developed website content • Designed presentation templates • Launched new website and optimized for search engines Previous website 5
  6. 6. RESULTS • New logo, content, and live site in just 3 weeks • Enhanced brand image and generated site traffic • Business cards, letterhead, envelopes, templates 6
  7. 7. Case of Corporate Leadership • Led website relaunch • Collaborated across business units and stakeholders • Advanced new information architecture, navigation, creative and content with key stakeholders • Redesigned site; implemented branding guidelines and SEO strategies • $2.5 B corporation • Numerous acquisitions annually • Fragmented and inconsistent imagery, tone, style on website • Lack of search engine optimization (SEO) Old website Situation My Actions 7
  8. 8. RESULTS • Raised SEOMoz score 2.3 points in just 6 weeks • Launched website in 10 months with less than $100k budget 8
  9. 9. Case of C-Suite Persuasion • Developed persuasive social media presentation for CEO and senior management • Launched and executed social media strategy for blog, Google+, Facebook, LinkedIn, and Twitter • Unwritten corporate policy avoided social media and public relations initiatives • Website and social media monitoring indicated some negative corporate perception Situation My Actions 9
  10. 10. RESULTS • Grew Facebook (913%), LinkedIn (156%), and Twitter (1827%) • Expanded LinkedIn followers to >8000 professionals in 2 years • Thousands of readers, hundreds of social shares and subscribers to blog in first year with $0 additional budget 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 Social Followers on 4 Networks LinkedIn Facebook Twitter Google+ 10
  11. 11. Overall Web Results 11
  12. 12. Case of Marketing Automation • Designed and executed complex marketing automation • Created launch project plan and process • Sales team was given any lead who downloaded content • Sales reported that prospects were not interested and lead generation was occurring too early in buying cycle Situation My Actions 12
  13. 13. RESULTS • 600 monthly content downloads moved to relevant lead nurture campaigns that generated >$3k of repeatable monthly revenue • Multi-marketing channels allowed integration with CRM, tracking of buying cycle through, web links, blogs, phone numbers and more Web, Blog or Social •Buttons, or Links to Download Content •Brief Form Captures Key Info Web Optimized PDF •Auto- Downloads Auto Thank You Email Email Nurture Campaign Landing Page CRM Sales Queue •Direction of Lead Depends on “Request a Rep” Checked Box •Warm Sales Opportunity •3-4 Waves •Thank you •Anchor Text Link to PDF •Feel free to share with colleague •Trackable marketing phone number •Link to service page •Opportunity to read more on blog 13
  14. 14. Case of eCommerce Site Project Management • Led project team of 10 people • Facilitated integration of 5 complex software systems • Managed photo shoots for 500 products • Led integrated marketing communications plan for internal and external website promotions • Outdated print catalog did not include prices • Customers needed to call sales representative to place product orders and reorders Situation My Actions 14
  15. 15. RESULTS • Launched within aggressive 7-month schedule and under budget • Internal and external integrated communications plan generated immediate increase in monthly sales • E-commerce freed sales representatives for outbound calls 15
  16. 16. Case of Online “Portfolio” Situation • Portfolio was in print, PowerPoint, and PDFs • Needed to create an online portfolio, showcasing marketing experience and insights for potential clients and employers My Actions • Launched website over long weekend • Chose imagery and wrote content • Wrote blogs relevant to marketing experience 16
  17. 17. RESULTS • 394 visitors and 994 views in 5 months 17
  18. 18. Traditional 18
  19. 19. Case of Early Career Shift • Researched effective queries • Networked at Independent Writers of Chicago (IWOC) • Completed feature writing and public relations classes • Leveraged clinical and scientific expertise, published thesis, experience, and clinical credentials for national publications • Agreed to write “on speculation” for first article for Chicago Tribune • Hospital clinician and manager with desire and skill to launch writing/marketing career • National publications received 30,000+ unsolicited queries annually • Only about 0.08% of these queries were accepted Situation My Actions 19
  20. 20. RESULTS: Publishing Experience ▪ X health topics • 15 features ▪ 6 articles • Modern Maturity • Market for Home Care Services • Allied Health and Nursing News features • 10 feature articles, • Wellness promotions • Newsletter • Dozens of consumer health features 20
  21. 21. Cases of Marketing Research Situation My Actions • Various clients looked to me for confidential marketing research expertise • Provided pre- and post- program research to help assess ROI and market movement • Evaluated creative concepts, campaigns, brand identities, messaging, awareness, attitudes, trial, usage, treatment algorithms, and more • Oversaw qualitative and quantitative primary research at 2 agencies • Wrote clear objectives and designed methodologies • Moderated interviews and probed for deeper meaning • Developed confidential, comprehensive insights with visual aids, top-line executive summaries, implications, and future strategic and tactical recommendations 21
  22. 22. RESULTS: Confidential Insights Investigations Subjects Methods • Awareness, attitude, usage (AAU) • Awareness, trial, usage (ATU) • Brand identities • Competitive intelligence • Creative campaigns • Messaging • Treatment algorithms • Brand stories • Allergists/immunologists • Contract manufacturers • Dermatologists • Emergency physicians • Endocrinologists • Family physicians • Hematologists • Home care nurses • Hospital pharmacists • Infusion nurses • Interventional radiologists • Neurologists • OB-GYNs • Patients • Pediatricians • 1-on-1 interviews • Conventions • Focus groups/ advisory boards • iPads • Online surveys • Phone interviews • Web cameras Skill, Knowledge, Experience 22
  23. 23. Case of Strategy and Management • Proposed strategic vision with 4 objectives: 1. Spark client interest in additional services 2. Showcase capabilities 3. Impact strategic planning season and tactical execution planning 4. Build client relationships in a social setting • Motivated and led internal team with execution in just 3 weeks • Erosion of major pharmaceutical client’s interest in agency’s services, loss of business • Pigeon-holed by client primarily as event planning company • Little recognition of agency’s broader creative, video, and digital capabilities Situation My Actions 23
  24. 24. RESULTS "Your team has a lot of passion for what they do…. I will certainly keep you in mind as I build the Media Production strategy.” --Procurement at Major Pharmaceutical Company • Hosted digital tour client event • Immediately, 4 new business opportunities were in the works • Considered as preferred vendor; set the stage for tactical planning 24
  25. 25. Case of Leveraging KOLs • Networked with KOLs • Created mnemonic devices to aid in recognizing symptoms of HAE • Edited/wrote all website copy at in line with ambitious schedule • Wrote educational brochure copy that leveraged website features • Hired illustrator and conceptualized teaching slides • Collaborated with designers to create mini-CD and convention room drop • HAE is a rare disease • Treatment for HAE was in Phase III clinical trials • 3 competitors were also in US race to be first-to-market • Some HAE attacks can be lethal • Key opinion leaders (KOLs) at advisory board reported diagnostic difficulties • Major professional meeting less than 3 months away Situation My Actions 25
  26. 26. RESULTS • Campaign captured 3 awards • Hundreds sought out booth • 32 KOLs agreed to be featured on diagnostic tools • Campaign built client-KOL relationships and enhanced physician perceptions 26
  27. 27. Case of Clinical Trials Branding Situation My Actions • Endo Pharmaceuticals wanted to increase enrollment and name recognition for its bladder cancer clinical trials • The company already had a bladder cancer treatment, Valstar, on the market • Worked with team to name the clinical trials program and its distinct subsets • Wrote and edited complete brand guidelines, including rationale, logo use, brand hallmark, naming in print, and applications 27
  28. 28. RESULTS • “Joyful person” brand hallmark also symbolized urinary bladder • “Wave” through logo and trial names (Embarc, Voyage) represented bladder as a vessel for fluid 28
  29. 29. Case of Multitasking and Execution • Collaborated with team to develop brand identity and win business • Assumed account executive role during US launch • Identified 6 anatomical sites of HAE attacks • Created survey and reported results for global team • Wrote all chapters of 72-page US and European monographs and oversaw scientific illustrations • Personified and named US resource center: B.E.N. • CSL Behring’s C1-inhibitor, Berinert, had been used in more than 400,000 treatments in Germany, Austria, Switzerland, and other countries • Client wanted to launch worldwide branding in conjunction with approvals in Canada, US, and most of Europe • Berinert Global Brand Team, led by Germany, asked us to pitch for global brand identity business Situation My Actions 29
  30. 30. RESULTS • Branded materials developed for 29 countries on 4 continents • Substantial efforts to ensure US materials met FDA regulations 30
  31. 31. Case of Global Campaign Creation • Construed fork-in-the-road image and “Take the Right Path” for both worldwide and US indications • Teamed with designers and account team to create persuasive visual graphics • Developed key messaging, differentiating between US FDA- approved language and the rest of the world • Fujirebio Diagnostics’ HE4 test had recently received FDA approval to detect the progression or recurrence of epithelial ovarian cancer • Globally HE4 with CA125 was approved to help diagnose ovarian cancer • Company wanted to use an image that showed a fork in the road and create consistent worldwide branding Situation My Actions 31
  32. 32. RESULTS • Consistent sales messaging translated into Japanese, Italian, and English—with distinct US version • Distinct URLs linked directly to ads and helped track ROI • Campaign captured DxMa award 32
  33. 33. Case of Differentiating a Commodity Situation My Actions • Intravenous immunoglobulin (IVIg) about to receive FDA approval • Not first to market • Immunologists associated competitive profile with good tolerance • Most IVIg is sold through group purchasing organizations (GPOs) • Brand logo and identity developed in Italy • Identified other IVIgs had shorter room-temperature lives • Translated data into US nomenclature and rewrote 76- page monograph in compliance with FDA-approved label • Worked with graphics team and illustrator to create images that fit global brand guidelines • Designed information architecture and wrote website content • Partnered to leverage GPO relationships, tactics, and strategy 33
  34. 34. RESULTS • Distinctive, attention-grabbing die-cut ads, mailers generated awareness • Custom photography highlighted refrigeration-free storage • Programs created synergy with GPOs’ efforts and linked to website 34
  35. 35. Case of Strategic Vision • Reviewed literature • Originated “unbranded” disease- focused campaign concept—a screening program to increase high-risk referrals • Confirmed hypothesis in pre- program online research: most PCPs and OB-GYNs not screening women for CAD risk factors • Named program; crafted all copy • Networked w/ ACOG and AAFP to obtain presidents (KOLs) as signatories • Coronary artery disease (CAD) is the #1 killer of women • Fujisawa’s (Astellas’) Adenoscan led the perfusion market in CAD diagnosis • Adenoscan label revealed it was especially effective in women • Team and client agreed lives would be saved and “all boats would rise” if high-risk cardiology referrals increased Situation My Actions 35
  36. 36. RESULTS • 16% of targeted physician began screening patients • Of those, 94% used brochures, 55% hung poster, and 75% reordered • Campaign won most prestigious 2004 MM&M Award 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 36
  37. 37. Case of Team Collaboration Situation My Actions • Taro Pharmaceuticals recently acquired Ovide Lotion from Medicis Pharmaceuticals • Taro needed to achieve 45% sales increase by end of year • Most doctors recommended OTC treatments for head lice • When physicians wrote Rx for treatment of head lice, it was usually for competitor product • Conducted AAU market research to test perceptions, messaging, and campaign concepts • Collaborated with team to rebrand and differentiate OVIDE • Assisted with scientific copy and verified facts for features and benefits copy 37
  38. 38. RESULTS • Realized an 11%+ response rate • Achieved 45% sales growth in less than 5 months • Became the #1 prescribed treatment of its kind among pediatricians • Won most prestigious MM&M Award 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 38
  39. 39. Case of Late-stage Branding Situation My Actions • Primary immunodeficiency (PI) is a rare disease that impairs ability to fight infection • Immunoglobulin (Ig) infusions boost immunity • Client’s product was a weekly self-administered 16% “Sub-Q” Ig product, competing against monthly IV products • Client needed to pave the way for its next-generation Sub-Q, a 20% solution • Recognized that weekly injections resulted in less dramatic shifts in patients’ Ig levels compared to monthly highs and lows with IVIg • Collaborated on campaign that focused on “stepping off roller coaster” of IVIg therapy • Coined taglines: Life has its ups and downs. Ig levels don’t have to. • Worked with designers to highlight 16% compared to competitors’ 5% and 10% products 39
  40. 40. RESULTS 40
  41. 41. RESULTS • Original photography captured freedom of 16% home-based Sub-Q • Global “ribbon” brand icon shown as smooth and steady carpet • Multi-pronged efforts drew thousands of patients to switch from IVIg 41
  42. 42. Case of FDA-Compliant Creativity • Collaborated with team to develop coloring sheet with 16 differences, branded video for flat screen monitor, and other branded booth materials • Team worked with vendors to build “roller coaster car” and engage photography opportunity at booth • Wrote FDA-compliant script for magician that used card and rope tricks to highlight brand’s key attributes and engage children waiting in line for photo • CSL Behring wanted to create impact at patient association meeting that met every 2 years • Typically, majority of attendees were children, teens, and families • Meeting was being held at Walt Disney World in Orlando • Our new “Start smooth. Stay steady.” campaign was being unveiled Situation My Actions 42
  43. 43. RESULTS • Children and families enjoyed roller coaster photo in branded frame • Attendees drank “smoothies” in branded cup • Booth traffic was phenomenal and the envy of competitors 43
  44. 44. Case of Teamwork • Developed pre- and post- convention survey to assess unaided and aided awareness of HE4 laboratory diagnostic • Collaborated with team to create touch-screen kiosk that would collect lab directors’ contact information • Joined forces with team to develop customized pdfs that highlighted features and benefits of HE4 • Wrote preconvention attendee e-blast copy and online AAU survey • Fujirebio Diagnostics wanted to make an impression at the American Association for Clinical Chemistry (AACC) • Goal of participation was to increase awareness of HE4 among US lab directors Situation My Actions 44
  45. 45. RESULTS • Interactive touch-screen kiosk captured attendee data and sent customized PDF to lab directors’ e-mail addresses, built database • Improved aided and unaided awareness of diagnostic by a factor of 4 45
  46. 46. Personal 46
  47. 47. Case of Personal Branding for Professionals • To come 47