Kristin kretschmer book

D O S S I E R

Kristin Kretschmer
Strategic Creative

October 2010
selected portfolio samples
Speak Up

We want to hear you
loud and clear
Employee engagement is an important pillar of Merck KGaA’s business strategy. The Pulse 2009 survey is your chance to share
your view on a variety of topics that in uence how you work and how you feel about Merck KGaA. Your personal answers will be
kept anonymous, but the survey results will be used to shape key priorities in our division, as well as company-wide in the coming
months.

Don’t miss your chance to give your view on www.pulse2009.de
pulse 2009

YOUR VIEW MAKES A DIFFERENCE!

Building a brand begins with listening

Knowing what makes a client unique in their market is the basis for a brand story
that speaks to your client’s audience. Epix Pharmaceutical had something no one
else had.

Kristin Kretschmer | Strategic Creative

Telling a story doesn’t always start at the beginning

NMT Medical didn’t meet their trial goal but they discovered something else along
the way. The story of the small group of people whose lives they were transforming.


Visual appeal

Context and emotion conveyed in just the right photo can move audiences to
engage and act. Boston Children’s Hospital received excellent donor response to
this brochure.

International Pediatric Center


The science of design

Creating branded scientific material doesn’t have to be boring. By understanding
the technology, the client’s objectives, as well as market forces, a well-designed
brochure can move the target audience from awareness through evaluation all the
way to commitment.

SAFETY

BLOOD CULTURE
INNOVATION

DETECTION

AUTOMATION

Innovation.
Built around you.


Making a metaphor

Visual metaphors can bring humor to an otherwise corporate message. EMD Serono
understood engagement in the internal survey required more than subtle prodding.

Speak Up
Speak Up

Speak Up
Give us the real deal! We want to hear you We want to hear you
Your opinion matters. loud and clear loud and clear
Employee engagement is an important pillar of Merck KGaA’s business strategy. The Pulse 2009 survey is your chance to share Employee engagement is an important pillar of Merck KGaA’s business strategy. The Pulse 2009 survey is your chance to share
your view on a variety of topics that in uence how you work and how you feel about Merck KGaA. Your personal answers will be Employee engagement is an important pillar of Merck KGaA’s business strategy. The Pulse 2009 survey is your chance to share your view on a variety of topics that in uence how you work and how you feel about Merck KGaA. Your personal answers will be
kept anonymous, but the survey results will be used to shape key priorities in our division, as well as company-wide in the coming your view on a variety of topics that in uence how you work and how you feel about Merck KGaA. Your personal answers will be kept anonymous, but the survey results will be used to shape key priorities in our division, as well as company-wide in the coming
months. kept anonymous, but the survey results will be used to shape key priorities in our division, as well as company-wide in the coming months.

pulse 2009

months.

pulse 2009
pulse 2009

Don’t miss your chance to give your view on www.pulse2009.de YOUR VIEW MAKES A DIFFERENCE!


What’s on your mind?

Posting daily for Grades of Green’s facebook page requires research and humor.
Knowing how to connect with your audience and bring them the information they
need to connect with you is key to growth.



Showing how relevant you are to audience’s interest and needs garners engagement
with your brand.



And engagement deepens your knowledge of who your audience is — which loops
back into meeting their needs where and when they need it.


Communication from a different angle

My goal in obtaining my MS in Health Care Communication was to truly understand
the water in which I swim.

Classes in: Health Care Communication, Interactive Marketing Communications, Health Care Marketing,
Media Relations, Public Relations, Epidemiology, Nutrition, Biology, Ethics, and American Health Care Systems

Selected writing samples from graduate school:

MEMORANDUM

TO: Kelly Woodsum, Director of Public Relations
FR: Kristin Kretschmer, Media Relations Specialist
DA: June 10, 2010
RE: Ambien CR and social media

Overview
People are talking about Ambien CR and Woodsum Public Relations needs to help Sanofi-aventis listen. A Google timeline search of
Ambien CR mentions in the news reveal two spikes online in April 2009 and June of 2009. Knowing what was being talked about
would have enabled the Ambien CR brand to contribute to the conversation or be aware of evolving issues.
Ambien CR’s well documented and talked about side effects, its recent association with celebrity misbehavior and over 1,670 YouTube
videos mentioning Ambien CR make the need for Sanofi-aventis to speak meaningfully and authentically on behalf of its product across
multiple social media channels and listen to what is being said about Ambien CR is critical to maintaining traction in the market and
against competitors like Lunesta.
Working with Radian6 can provide Woodsum PR (WPR) with critical market insights and analytics allowing for objective setting and
specific message tailoring across traditional public relations outreach and social media initiatives.
The integration and layering of the Radian6 tools and insights along with WPR programs will allow Sanofi-aventis to:
• Capture what is being said about the Ambien CR brand
• Determine what share of the conversation Ambien CR has in relation to its competitors


• Determine the brand correlation of Ambien CR to sleep problems
• Find the conversations that are meaningful to the Ambien CR brand
• Find the topics related to Ambien CR that are most discussed
• Discover which social media channel is most extensively being used and by whom
• Measure how Ambien CR advocates are impacting business objectives
• Allow customer relationship mangers to hear the issues and comments of Ambien CR consumers as they talk about it and respond
with immediacy and context
• Measure the effects of social media programs and outreach
• Measure web and social media analytics against Ambien CR and Sanofi-aventis business goals
• Demonstrate a commitment to Ambien CR consumers by interacting and engaging with them.
A partnership with Radian6
The following tools and insights will guide WPR to more targeted and impactful public relations efforts for Ambien CR and enhance
traditional marketing and advertising programs making WPR a strategic and indispensable partner to Sanofi-aventis.
Here is how we would utilize and layer Radian6 tools to achieve our goals:
By Utilizing the Listening Grid we can gather information and segment it according to our needs. With the capabilities and conversa-
tions sidebar feature we can communicate and notify internally what is being said, engaged with and responded to along with including
our insights and thus allowing our team to be cohesive and informed in all efforts. We can layer this tool with Salesforce.com and push
the information gleamed from interactions and conversations to the Ambien CR sales force and CRMs in real time to alert them of any
issues or events impacting their interactions.
Conversation Cloud allows WPR to see a snapshot of words and phrases associated with the Ambien CR brand and utilize the knowl-
edge to speak to consumers in the language they are using. We can utilize the conversation cloud to see if the phrases and words have
changed over time periods and if they are aligning with our public relations messaging as well as traditional marketing and advertising
thus demonstrating ROI for social media PR initiatives.
Topic Trend can help us identify emerging topics of interest to the brand. We can then open the River of News tool to see the conversa-
tion about Ambien CR in relation to the topic and who is participating in the conversations. Next, WPR can build a Topic Profile for
Ambien CR that would look for specific key words like side effects, celebrities or competitors. We can look at the topic trend graph to
monitor the buzz around a topic we have defined and then drill down into specific conversations about that topic to join the conversa-
tion.
Using the Influencer widget to create a set of factors that are most important to the Ambien CR brand in conjunction with the Topic
Profile tool and WPR can identify who is driving the conversation on what topics and with what media. By source tagging people iden-
tified by the influencer and separating out their data, WPR can reach out and form relationships with these people.


The Topic Analysis widget will allow WPR to look at what types of media are the most active for Ambien CR conversations and news.
This will allow WPR to focus its efforts with PR initiatives and responses on the most valuable channel for a particular topic.
Radian6 provides sentiment metrics in aggregate as a trend line, which will allow WPR to see spikes in positive or negative sentiment
and the events that may correlate with the spikes. The sentiment metric works well when layered with share of conversation measure-
ment to determine the direct mentions of the Ambien CR brand name and in relation to sleep issues and the positive or negative associa-
tions being discussed.
Conclusion
WPR can demonstrate impact and ROI for its public relations efforts through Radian6 partnership. The Radian6 tools and metrics
enable WPR to facilitate relationships between Sanofi-aventis and its consumers while developing real solutions with context and im-
mediacy that work for both parties. WPR can employ the insights from Radian6 to advocate for Ambien CR in an authentic voice and
demonstrate the commitment Sanofi-aventis has to its consumers.

Advertisement for YAZ rolls: The scene starts with a woman in her 30’s lying on the couch in a darkened living room. Around her toys
are strewn and dishes piled. The children are running around the house, they ask their mother for lunch, she waves them away. Her
husband enters the living room looking concerned, he asks if he can get her anything – she shakes her head and mumbles that she’ll feel
better in a few days.
Voice over starts: If you feel hopeless, overwhelmed, and anxiety ridden around the time of your period, you may be experiencing a
syndrome called premenstrual dysphoric disorder (PMDD). PMDD is different than PMS, it stops your life. PMDD effects about 5% of
women. You are not alone. Please talk to your doctor if you have noticed these symptoms around the time of your period. There is an
oral contraceptive called YAZ that has been proven to alleviate the symptoms associated with PMDD.
YAZ logo comes up, we see the woman smiling serenely at her children making lunch.
It’s hard to imagine that the typical woman experiencing PMS would relate to the visual of the woman on the couch. Without the spec-
trum of severity depicted, irritability, anxiety, and bloating are symptoms most women can relate to in their day-to-day busy lives. This
is the gray area Bayer exploited with YAZ, making it seem like more of a “lifestyle” drug than an oral contraceptive.
The YAZ campaign was successful in earning $616 million in 2008, up from $262 million in 2007. This does make the FDA’s orders
that Bayer run $20 million in corrective campaigns seem like merely a slap on the wrist. However, Bayer was in a race against time
that may have driven the campaign to exceed it’s indications for PMDD and acne. The FDAs action against Bayer would seem fairly
innocuous compared to the losses they would feel if they hadn’t run it.
Bayer is facing patent expiration of YAZ this month. Estimates depict YAZ’s sales being cut by 50% with the introduction of a generic.
Bayer also produces an older version of YAZ – called Yasmin. Yasmin’s patent rights were invalidated in early 2008 thus allowing Barr
Laboratories to sell a generic before it’s patent rights were to expire in 2020. The push was on to drive patients to the newer version,
YAZ, with an indication to treat PMDD and mild acne. Bayer had to make their money and make it fast. They had to create a “brand”


of oral contraceptive that did more than the rest and the indication for PMDD with it’s symptoms, was just the ticket. By not providing
spectrum of severity, Bayer turned YAZ into what every woman wanted – an oral contraceptive that makes you feel good. By the time
the FDA caught up with Bayer, they had almost tripled their profits and created a market that felt as if they needed YAZ – 18% of the
market, the best selling oral contraceptive in the US. Hit and Run.
For the 5%women with PMDD, this oral contraceptive makes a real difference, reducing their symptoms by at least half. Women who
watched the Yaz ads may have related to them or may not have. The playful balloon kicking does not seem the same the described
feelings of hopelessness, worthlessness, anxiety, uncontrollable rage, and guilt that are listed as symptoms when you search for PMDD.
Had Yaz defined PMDD and taken an “unbranded” approach and educated the women about PMDD and the severity of it’s symptoms,
they would not have succeeded in the same manner before the patent expiration came about. Lilly succeeded with Cymbalta (a drug
for depression that also treats the aches and pains associated with depression) by running ads that helped people verbalize what they
were feeling and noticing – allowing them to have a very productive discussion with a physician and give words and validation to a
real problem. This is a good example of an advertisement that works to elevate the patient and doctor discussion and de-stigmatize the
condition.
Big pharma companies have had much success with new drugs and blockbusters in the last 15 or so years, generating so much income
that the small losses like Bayer’s $20 million seem almost trivial and the “cost of doing business”. However the climate for the pharma
industry had changed, higher R&D cost (an average of $1 billion and a 12-15 year time line to bring a drug to market) combined with
a lack of new drugs makes the success of drugs like YAZ more precious. On average, only three out of 10 drugs will recoup their R&D
costs of development.


Experience is the best teacher

The diversity of each client’s audience, message and market goal is a continuing
education.

Advo Domar Center Pan Mass Kids Challenge
Aetna EMD Serono Proven Process
BioSphere Medical EPIX Pharmaceuticals Spaulding Rehabilitation Center
Bard Genzyme Smith & Nephew
bioMerieux Inly School Stryker Corporation
Boston Children’s Hospital Jones River Landing ThermoFisher Scientific
Boston IVF Microline Surgical
Boston Scientific NAI Hunneman
Diomed NMT Medical
Discovery Channel Partner’s Healthcare


482 Clapp Road
Scituate, MA 02066

Kristin Kretschmer MS kkretschmer1@comcast.net 781•545•3075

KRISTIN KRETSCHMER DESIGN 9/07 – Present
Creative Director
Own and manage freelance design and branding consulting business [http://web.me.com/kristinkretschmer].

EMD SERONO 5/08 – 12/09
Creative Consultant - Communications
EMD Serono is a leading pharmaceutical company with a collaborative and dynamic culture. Conceptualize with communications
management to create visual for internal human resource and sales initiatives. Design direction and production of corporate
communication projects both interal and external from concept through development for multiple departments.
Collaborate with various EMD Serono departments to develop effective and sophisticated messaging and design solutions. Work
directly with vendors to manage print buying, photography, and booth procurement. Estimation and print supervision for all projects.

ACOM HEALTHCARE 11/02 – 5/07
Senior Creative
Acom Healthcare is a full-service marketing communication company focused exclusively in the biotechnology, pharmaceutical,
medical device, and life science markets.
Work directly with clients and agency management in a fast-paced, high-volume environment to develop strategy and visual direction
for product launches, product reinvigoration, and company positioning. Collaborate with writers, account executives, and clients
to deliver market-based design from inception to completion. A self-motivated, flexible team player with strong communication skills.
Able to coordinate multiple projects, meet tight deadlines and prioritize assignments.
– Concept and design a wide variety of collateral based on marketing goals for a multi-national client base including:
corporate identity, packaging, print collateral, advertising, annual reports, trade show booths, and multimedia
– Quickly generate multiple project concept options
– Develop comprehensive campaigns that involve multi-level execution from internal communications to sales presentations
– Manage press checks, art directed photos, supervised design team
– Research competitive companies and client company to ensure a full understanding of the product or service, the target customer
market, and the results desired
– Presented work to clients in the context of the marketing strategy
– Coach new or freelance designers

Highlights include;
Developed entirely new visual direction for EPIX Pharmaceuticals, stemming from a very well-received annual report.
Created a brand for Boston IVF as well as an identity for their wellness center, the Domar Center.

TOWERS PERRIN — CREATIVE MED IA 7/97 – 11/02
Senior Designer
Towers Perrin is an innovative progressive global consulting firm
Work with an array of fortune 500 companies in the strategic development and implementation of communication programs
and brands. Comprehensive design and management skills – design consulting, project management, staff management, client

medical device, and life science markets.
Work directly with clients and agency management in a fast-paced, high-volume environment to develop strategy and visual direction
for product include; product reinvigoration, and company positioning. Collaborate with writers, account executives, and clients
Highlights launches,
to deliver market-based design from inception to completion. A self-motivated, from a very well-received strong communication skills.
Developed entirely new visual direction for EPIX Pharmaceuticals, stemming flexible team player with annual report.
Able to coordinate multiple projects, meet tight deadlines and prioritize assignments.
– Concept and design a wide variety of collateral based on marketing goals for a multi-national client base including:
corporate identity, packaging, print collateral, advertising, annual reports, trade show booths, and multimedia
–Senior Designer multiple project concept options
Quickly generate
–Towers Perrin is an innovative progressive globalmulti-level execution from internal communications to sales presentations
Develop comprehensive campaigns that involve consulting firm
Manage an array of art directed photos, supervised design development and implementation of communication programs Road
–Work with press checks,fortune 500 companies in the strategic team 482 Clapp
Scituate, MA 02066
–and brands. Comprehensive design and management to ensure a full consulting, project management,service, the target customer
Research competitive companies and client company skills – design understanding of the product or staff management, client
Kristin Kretschmer MS
presentations, the results desired
market, and concepts, art direction of photography and illustration, budget control and print supervision.
kkretschmer1@comcast.net 781•545•3075
Partial Client List: Aetna, Discovery Channel, ADVO
– Presented work to clients in the context of the marketing strategy

MS Health Care Communications, 2010
Highlights include; Bachelor of Fine Arts, 1993
Boston University Southeastern Massachusetts University (now UMASS Dartmouth)
STAPLES CORPORATE
Developed entirely new visual direction for EPIX Pharmaceuticals, stemming from a MA well-received annual report. 11/95 – 7/97
Boston, MA Dartmouth, very
Designer
Developed corporate collateral material for Staples Corporate Office.
Senior Designer
Towers Perrin is TRADING CO.
CHISWICK an innovative progressive global consulting firm 9/93 – 11/95
Work withDesigner of fortune 500 companies in the strategic development and implementation of communication programs
Catalog an array
and brands. Comprehensive design and management skills – design consulting, project management, staff management, client
presentations, concepts, Designer
Production and Catalog art direction of photography and illustration, budget control and print supervision.

Partial Client List: Aetna, Discovery Channel, ADVO

MS Health Care Communications, 2010 Bachelor of Fine Arts, 1993
Boston University Southeastern Massachusetts University (now UMASS Dartmouth)
Boston, MA Dartmouth, MA

Designer and communication strategist

As a designer, I work at encoding, ensuring decoding and cutting through noise. Appealing to
a target audience requires research, social referencing and objective setting. My job is to make
tangible, accessible and common the essentials of product, price and place.

H: 781-545-3075 | C: 978-828-3689

kkretschmer1@comcast.net
portfolio@http://web.me.com/kristinkretschmer

http://twitter.com/kkretschmer
http://www.linkedin.com/in/kristinkretschmer

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