The document describes a marketing campaign for Asacol and Asacol HD called the "Compass Campaign." The campaign aims to maintain trust earned over 17 years and introduce the new Asacol HD product. The compass symbolizes the medication as a navigation tool to help patients reconnect with everyday life by providing rapid symptom improvement. Visuals in promotional materials will depict patients engaged in normal activities to show the potential benefits of symptom control.

1. Alan Lessner
Professional summary Creative problem solver and strategic thinker always striving to keep the clients’ priority,
first priority
Future career objectives
Strong conceptual thinker that strives to meet the clients’ strategic goals whether on
Skills a single project or across an entire scope of work
Resume Highly motivated and always looking to solve the next challenge
Achievements
Adaptive design style to create what is most desirable and applicable to each project
Can take a project from concept through to finished deliverable
Samples
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 design
Contact ▶

2. Alan Lessner
Professional 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 environment
Future 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 communicate
Skills to a much larger audience.
Resume
Achievements
Samples
Contact
◀ ▶

3. Alan Lessner
Professional summary Proficient in:
Adobe Creative Suite
Future career objectives
— InDesign
— Illustrator
Skills
— Photoshop
Resume Quark Xpress
Powerpoint
Achievements
Adobe Acrobat
Samples Knowledge of:
Adobe Digital Publishing Suite
Fireworks
Dreamweaver
Traditional skills:
Marker and paper comps
Storyboards
Illustration
Contact ◀ ▶

4. 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 abilities
Professional summary of the brand
thinking and Conceptual aptitude
Tactical planning
creativity... Development of compelling
Client interaction
Future career objectives creative materials
Help shape short and long-term Take projects from concept
brand strategies to completion
Skills Understands the science behind the Conceptual development
brand, class and competing brands of the brand
Manage multiple projects within Presentation of creative concepts
Resume respective budgets, deadlines
Immersed in brand
and organizational
identity
procedures
Achievements
...exists that rare combination of design and business acumen
Samples
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 Advertising
Contact 39 Beverly Hill Rd. Clifton, NJ. 07012 C. 201-280-4560 H. 973-458-0399
email: lessner2012@gmail.com Website: http://www.alanlessner.weebly.com/
Linked In profile: http://www.linkedin.com/pub/alan-lessner/9/90a/1a7
◀ ▶

5. Alan Lessner
Professional summary Rx Club 2002 Silver Award
Rx Club 2003-2007 and 2010 Award of Excellence
Future career objectives
2004 Gold Award from Art Directors Club of NJ
Skills
Resume
Achievements
Samples
Contact
◀ ▶

6. Alan Lessner
Professional summary
Future career objectives
For your patients with moderate UC…
Skills
Resume
Achievements
Samples
Ra g
pid
relie inn in
—Concepts
f is just the beg
—Print
800
DELAYED-RELEASE TABLETS
—Digital
—Logos
—Direct Mail
Brand: Asacol
Contact 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.
◀ ▶

7. Alan Lessner
5B
Professional summary
Future career objectives
Finally, a single solution
Skills
to restore GI function
Resume
to normal
Achievements
Only Bifantis is proven
to reduce all of the
Samples 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/Bifantis
Contact 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
◀ ▶

8. Alan Lessner
Professional summary
Patients still don’t think fiber
can offer more than motility
Future career objectives
JUST A
Skills
REMINDER
Resume OF WHAT
METAMUCIL
Achievements
REMOVES The notion that fiber is fiber–
doesn’t hold water
See
Samples
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: Metamucil
Contact Concepts based on Metamucil’s fiber, psyllium and it’s MOA (Method of Action)
◀ ▶

9. Alan Lessner
Professional summary
Future career objectives
CONTINUOUS
24 H UR
Skills
Resume
Achievements
HEARTBURN
Samples RELIEF
—Concepts
—Print
Recommend Prilosec OTC
—Digital to block frequent heartburn
—even through the night
—Logos
—Direct Mail
Brand: Prilosec
Contact Concept based on continuous relief with focus on working at night. ◀ ▶

10. Alan Lessner
Professional summary
In chrOnIc hepatItIs B…
D3
Future 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 needs
Resume • 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 number
Achievements of patients studied
• Only a long-term track record in a large patient
population can show us what to expect with a
chronic condition
Samples • 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: Viread
Contact Concept(s) based on new messaging to enhance brand competitiveness. Sample concept ◀ ▶

11. Alan Lessner
Professional summary
Future career objectives
Skills
Resume
Achievements Take on a world of
serious infections…
Samples
Introducing
—Concepts greater penem
potency
—Print
—Digital
New
—Logos
doripenem
—Direct Mail
Brand: New Business/Atlas
Contact Concept based on overwhelming strength, helped win new business for intravenous antibiotic ◀ ▶

12. Alan Lessner
Professional summary
Future career objectives
Introducing
Skills Wakefulness that lasts
beyond the workday.
Resume
Achievements
Nuvigil
Works long enough to help
Samples 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/NuVigil
Contact Concept based on effects lasting over 12 hours helped win new business for excessive sleepiness ◀ ▶

13. Alan Lessner
Professional summary
In the treatment of occasional digestive upsets
Future career objectives
Skills
HELPATIENT
P
ACHIEVE S In just 28 days, Align can naturally help*:
®
EST VE
Resume
DIGSTARTINGIWITH
• Restore natural digestive balance
• Build & maintain a healthy digestive system
BALANCEMONTH ONE
• Protect against occasional digestive upsets
Achievements
®
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: Align
Contact 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

14. Alan Lessner
Professional summary
All fibers can benefit patients seeking regularity,
but psyllium has a distinct advantage…
Future career objectives
Skills Metamucil—The only
leading fiber that
Resume
No other leading fiber contains psyllium. The
Achievements
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: Metamucil
Contact GEL concept based on the brands MOA, was used for sell sheets, pharmacist focused
communication, tear pads, patient focused materials, and e-mail alerts .
◀ ▶

15. Alan Lessner
Professional summary
Future career objectives
Skills
Resume
Achievements
Samples
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: Prilosec
Contact 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
◀ ▶

16. Alan Lessner
Professional summary
Are your patients heading
Future career objectives
in the right direction?
Skills
Resume
Achievements
Samples
—Concepts
—Print
—Digital
—Logos
—Direct Mail
Brand: Asacol
Contact Cover of Asacol HD Core Visual Aid showing how winning concept was implemented.
Sales force was enthused to detail this new product
◀ ▶

17. Alan Lessner
Professional 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 to
Achievements 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 improvement
Samples
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: Asacol
Contact 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
◀ ▶

18. Alan Lessner
Professional summary According
to
n data,
prescriptio
Follow-up in trial design
prescribed l
oral antivira
Future career objectives hepatitis B
for chronic 1 *
in adults For treatment-naïve adult patients
with chronic hepatitis B…
REASONS TO FOCUS ON VIREAD FIRST LINE
Skills
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
Robus
Resume 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 loss
Achievements
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: Viread
Contact 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.

19. Alan Lessner
Professional summary
Strong against resistance
Future career objectives
Skills
My liver. My fight. My VIREAD.
Resume
Achievements In Studies 102 (HBeAg–) and 103 (HBeAg+), 641 adult patients with chronic hepatitis B (CHB) and compensated liver disease who were
primarily nucleoside–treatment-naïve entered a 48-week, randomized, double-blind, active-controlled treatment period comparing VIREAD
300 mg to Hepsera® (adefovir dipivoxil) 10 mg, with a primary endpoint of complete response (HBV DNA <400 copies/mL + histological
response*). 585 patients then rolled over with no interruption in treatment to open-label VIREAD for analysis through Week 144.1-3
*Knodell necroinflammatory score improvement of at least 2 points without worsening in Knodell fibrosis score.1
y
Samples Indication and Usage
nce 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:
• This indication is based primarily on data from treatment of subjects who were nucleoside–treatment-naïve and a smaller number of
—Concepts
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
ately
• The numbers of subjects in clinical trials who had lamivudine- or adefovir-associated substitutions at baseline were too small to reach
conclusions of efficacy
—Print Important Safety Information
WARNINGS: LACTIC ACIDOSIS/SEVERE HEPATOMEGALY WITH
STEATOSIS and POST TREATMENT EXACERBATION OF HEPATITIS
• Lactic acidosis and severe hepatomegaly with steatosis, including fatal cases, have been reported with the use of
—Digital
nucleoside analogs, including VIREAD, in combination with other antiretrovirals
References: 1. VIREAD Prescribing Information, Foster City, CA: Gilead Sciences, Inc.; October 2010. 2. Study 102. Data on file, Gilead Sciences, Inc. 3. Study 103. Data on
file, Gilead Sciences, Inc. 4. Data on file, Gilead Sciences, Inc. 5. European Association for the Study of the Liver. EASL Clinical Practice Guidelines: Management of chronic • Severe acute exacerbations of hepatitis have been reported in HBV-infected patients who have discontinued anti-hepatitis B
hepatitis B. J Hepatol. 2009;50:227-242. 6. Fournier C, Zoulim F. Antiviral therapy of chronic hepatitis B: Prevention of drug resistance. Clin Liver Dis. 2007; 11:869-892. 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, including VIREAD. If appropriate, resumption of
VIREAD, HEPSERA, and TRUVADA are registered trademarks of Gilead Sciences, Inc. ATRIPLA is a registered trademark of Bristol-Myers Squibb & Gilead Sciences, LLC. anti-hepatitis B therapy may be warranted
—Logos
© 2011 Gilead Sciences, Inc. All rights reserved. VP9627 6/11
Please see additional Important Safety Information for VIREAD on page 5.
Please see accompanying full Prescribing Information for VIREAD, including boxed WARNINGS.
6
—Direct Mail
Brand: Viread
Contact Sales tool designed as an objection handler, focusing on one key message
while blunting a competitors perceived message.
◀ ▶

20. Alan Lessner
Professional summary
Future career objectives
Skills
Resume
Winners of First To
Achievements p Honors Compe
tition
Samples
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: Viread
Contact 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

21. Alan Lessner
Professional 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…
Skills
Resume
Achievements
Samples
—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: Remodulin
Contact Core visual aid designed to work with new concept. Highlighting new data with
new chart design updated color palate. Cover
◀ ▶

22. Alan Lessner
Professional summary
Future career objectives
Skills
Resume
Achievements
Samples
—Concepts
—Print
—Digital
—Logos
—Direct Mail
Brand: Claritin
Contact Journal ad designed to work with existing campaign while announcing
a new flavor for children’s Claritin. Also re purposed as direct mail.
◀ ▶

23. Alan Lessner
Professional summary
Future career objectives
Skills
Resume
Achievements
Samples
—Concepts
—Print
—Digital
—Logos
—Direct Mail
Brand: Asacol
Contact 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.

24. Alan Lessner
Professional summary
Future career objectives
Skills
Resume
Achievements
Samples
—Concepts
—Print
—Digital
—Logos
—Direct Mail
Brand: Viread
Contact 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.

25. Alan Lessner
Professional summary
Future career objectives
Skills
Resume
Achievements
Samples
—Concepts
—Print
—Digital
—Logos
—Direct Mail
Brands: Align/Metamucil/Prilosec OTC
Contact 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

26. •••••
••
••
•
Not all 5-ASA studies have included proctitis patients
••
••
•••••••••••••••
•
••••
SKYNET
• ••
Disease Extent in 5-ASA Studies
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5-ASA Study Proctitis patients included?
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Alan Lessner
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Lialda™ (mesalamine) MATRX 12 No‡
Lialda MATRX 23 No‡
Colazal ® (balsalazide disodium) Green et al4 No§
Colazal Pruitt et al5 No§
Professional summary Colazal Levine et al6 Not reported§
Future career objectives
‡
§ SKY N E T
Proctitis defined as less than 15 cm of active disease.
Proctitis defined as less than 12 cm of active disease. S KY N E T
Lialda is 15th
indicated for the induction of remission in patients with active, mild to moderate UC (the recommended dosage is two to four
Skills
S KYSNE T E T S
KY N
1.2 g tablets qd with meal for 8 weeks).
S KYN E T
anniversary
Colazal is indicated for the treatment of mildly to moderately active UC (the indicated dosage is three 750 mg capsules tid for 8 weeks).
KN
There are currently no head-to-head trials comparing the efficacy and safety of US Asacol with Colazal.
LUE IGHT
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B
Proctitis
Achievements S
Asacol is indicated for the treatment of mildly to moderately active UC (the indicated dosage is two 400 mg tablets tid for
6 weeks) and for the maintenance of remission of UC (the indicated dosage is 1.6 g/day in divided doses).
Recommended
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Recommended
In pivotal clinical studies of mildly to moderately active UC, the most frequent adverse events reported for Asacol and placebo,
5th Samples respectively, were headache (35% vs 36%), abdominal pain (18% vs 14%), and eructation (16% vs 15%); for the maintenance ofAllergists
byby Allergists ##
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ersary
remission of UC, the most frequent adverse events were headache (50% vs 50%), rhinitis (42% vs 36%), and diarrhea (35% vs 50%).
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Asacol is contraindicated in patients with hypersensitivity to salicylates. Caution should be exercised when using Asacol in patients Recom
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—Concepts Recomm
with known renal dysfunction or history of renal disease. It is recommended that all patients have an evaluation of renal function by by A
NE Aller
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W Y O R K X V III
prior to initiation of Asacol tablets and periodically while on Asacol therapy. Serious adverseUE KNIGH occur with Asacol.
events may
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SKYNET
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—Print Please see accompanying full prescribing information.
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Colazal is a registered trademark of Salix Pharmaceuticals, Inc. Recommended
15th Recommended ® Recomme
Recommend
Lialda is a trademark of Shire LLC. by Allergists
anniversary by Allergists by by Aller
Allergis
NEW I
—Direct Mail
YORK XVII
E E References: 1. Loftus EV et al. Gut. 2000;46:336-343. 2. Lichtenstein et al.
XP
ERIENC Clin Gastroenterol Hepatol. 2007;5:95-102. 3. Kamm et al. Gastroenterology.
2007;132:66-75. 4. Green JRB et al. Gastroenterology. 1998;114:15-22.
5. Pruitt R et al. Am J Gastroenterol. 2002;97:3078-3086. 6. Levine DS et al. DELAYED-RELEASE TABLETS
◀ ▶
Am J Gastroenterol. 2002;97:1398-1407. Not just proven. Proven by you.
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I
SKYN E T NE II # Recommended
S KY N E T ##
W YOR XV
K # Recommended
by Allergists
by Allergists
Recom
Recommend
by All
by Allergis

27. Alan Lessner
Professional summary
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29. Alan Lessner
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30. Alan Lessner
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