This document outlines several branding and marketing projects aimed at positioning various clients in the medical field. It describes developing logos, advertisements, websites and collateral for companies that provide prenatal screening and genetic testing. The goal was to clearly communicate the benefits of their services to physician audiences and managed care organizations to encourage usage and influence third party payer policies.

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Think Strategically. Deliver the right message..
Positioning
Collateral
Communications

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Positioning (Corporate Logo Design)
Client:
NTD Labs
Objective: Establish a contemporary branding pal-
ette for NTD Labs, a small, yet technologically pro-
ficient prenatal science company that pioneered first
trimester genetic screening for Down syndrome de-
tection.
Situation: NTD had been using an ineffective logo
design with poor graphic execution and color appli-
cation.
Solution: As part of an overall branding strategy, a
new logo design was used to establish an identity for
NTD Labs. This logo incorporated medically ori-
ented color schemes and other elements to convey
relationship between physician and patient, technol-
ogy and physician.

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Positioning (Corporate Display Advertising)
Objective: Raise awareness for NTD Labs, a
small, yet technologically proficient prenatal
science company that pioneered first trimester
genetic screening for Down syndrome detection.
Situation: NTD had advertised in OB Gyn trade
media but without cohesive, benefit-oriented
messaging.
Solution: As part of an overall branding strategy,
print advertising was used to establish an identity
for NTD Labs including new logo, clinically
sophisticated graphic style and messaging directly
targeted to the concerns of the physician audience.

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Positioning (Website Design & Development)
Objective: Establish a contemporary
website for NTD Labs, a small, yet
technologically proficient prenatal
science company that pioneered first
trimester genetic screening for Down
syndrome detection.
Situation: NTD had been using an
ineffective website design with poor
graphic execution, color utilization,
and structural integrity.
Solution: As part of an overall brand-
ing strategy, a new site design was
used to establish an identity for NTD
Labs, and encourage physician usage.
The project encompassed complete
copy rewrite, site design and optimiza-
tion.
Client:
NTD Labs

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Positioning (Website Design & Development)
Objective: Establish a contemporary
website for healthcare providers GHI
and NYMC..., a small, yet technologi-
cally proficient prenatal science com-
pany that pioneered first trimester ge-
netic screening for Down syndrome
detection.
Situation: NTD had been using an
ineffective website design with poor
graphic execution, color utilization,
and structural integrity.
Solution: As part of an overall brand-
ing strategy, a new site design was
used to establish an identity for NTD
Labs, and encourage physician usage.
The project encompassed complete
copy rewrite, site design and optimiza-
tion.
Clients:
GHI
NYMC

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Positioning (Direct Mail)
Client:
PerkinElmer Managed Healthcare
Objective: Encourage medical direc-
tors at 3rd party payer groups to con-
sider adding PerkinElmer’s Ultra-
Screen protocol to their list of covered
services.
Situation: Leading carriers already
had contracts with competitive, though
not equivalent, prenatal screening ser-
vices. These carriers had little or no
reality on the significance of Ultra-
Screen and its potential to complement
their growth and expansion as an add-
on, covered service.
Solution: Initiate a series of regular
promotions targeted to medical direc-
tors among managed care payers.
These mailings leveraged current in-
terest in Evidence Based Medicine to
draw attention to Ultra-Screen and
give targets reason to reach for more
data from Perkin Elmer Managed Care
unit.
Client
NTD Labs

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Collateral (Print)
Objective: Facilitate sales cycles among
OB Gyn targets and define the benefits of
Ultra-Screen Protocol.
Situation: Prior to this effort, NTD sales
force had no cohesive, benefit-oriented
collateral program that defined the ser-
vices available in terms the audience
would appreciate.
Solution: Design and develop a standard-
ized “system” for sales brochures, DVDs,
etc. based upon core branding elements
and themes.
Client:
NTD Labs

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Collateral (Print)
Objective: Facilitate sales cycles among Managed Care
targets and define the benefits of Ultra-Screen Protocol as
they impact third party payer policies.
Situation: Prior to this effort, NTD sales force had no co-
hesive, benefit-oriented collateral program that defined the
services available in terms the audience would appreciate.
Solution: Design and develop a standardized “system” for
sales brochures, DVDs, etc. based upon core branding ele-
ments and themes.
Client:
PerkinElmer Managed Care

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Collateral (Print)
Objective: Facilitate sales cycles among Managed Care
targets and define the benefits of Ultra-Screen Protocol as
they impact third party payer policies.
Situation: Prior to this effort, NTD sales force had no co-
hesive, benefit-oriented collateral program that defined the
services available in terms the audience would appreciate.
Solution: Design and develop a standardized “system” for
sales brochures, DVDs, etc. based upon core branding ele-
ments and themes.
Client:
PerkinElmer Managed Care

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Collateral (Print)
Objective: Facilitate sales cycles among Managed Care
targets and define the capabilities and expertise of LMS as
they impact third party payer policies.
Situation: LMS was a start-up company spun off from a
commercial reference laboratory. It had no cohesive, bene-
fit-oriented collateral program that defined the services
available in terms the audience would appreciate.
Solution: Design and develop a standardized sales bro-
chure that could be used in mailings, face-to-face meetings
and trade shows and conferences.
Client:
LMS (Laboratory Management Services)

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Communications (Publicity)
Objective: Demonstrate ability to generate positive publicity
on behalf of artist members in Huntington township.
Situation: Lack of staffing created a void in generating arti-
cles in local lifestyle magazine.
Solution: Initiate a monthly column “About Art” in Hunting-
ton Village Connections, featuring various artists and the
success they enjoy via arts council involvement.
Client:
Huntington Arts Council

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Communications (Publicity)
Objective: Demonstrate engineering expertise plus product Client:
reliability via case studies.
Tadiran Batteries
Situation: Client’s most profitable target prospects were
those that required customer-tailored power management
solutions. Agency leveraged its knowledge of media and edi-
torial cycles to generate magazine pickups and of bylined
articles.
Solution: Regular contact with editorial contacts in special
issues; generated interest in article placement which turned
into lead generating promo pieces without the cost and bur-
den of dissemination.

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Communications (Emailers)
Objective: Establish cost-effective and efficient communica- Client:
tion channel between marketing department and field sales.
NTD Labs
Situation: Client had no organized method for keeping field
sales reps up to date with positioning and branding strategies
and tactics.
Solution: Develop series of Emailers that could be produced
and turned around within 24-hours and in an a screen-friendly
format for field sales reps.

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Communications (Emailers)
Objective: Create a campaign of emailers that establish who Client:
agency is and what it represents to prospective clients.
Winet Communications, Inc.
Situation: Client had a segmented database of marketing
communications directors, but limited field sales capability.
Solution: Develop series of Emailers that could be produced
and turned around within 24-hours and in an a screen-friendly
format for field sales reps.

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Communications (Service, Product Fliers)
Objective: Bring public perception of chiropractor into Client:
higher level of reality with regard to the breadth and depth of
Fabrikant Chiropractic
services available at the practice.
Situation: Chiropractor cannot afford regular media buys in
local newspapers, nor does he have an incumbent database of
prospects and patients at hand. Much of his “new” business is
generated through regular patients and pass-along referral.
Solution: Develop creative series of fliers that promote facets
of chiropractor’s services above and beyond standard spinal
adjustment such as nutritional counseling, ergonomic prod-
ucts and other holistic health solutions.

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Communications (Monographs)
Objective: Demonstrate effective causation for the financial Client:
services unit of Olympus Healthcare, and raise the reality for
Olympus America
the division’s value among target audiences.
Financial Services
Situation: Olympus Financial Services was a relatively small
player among larger, broader competitors. However, the cor-
poration’s medical divisions had high market share and mind-
share in respective markets. This opened the door to corpo-
rate leasing talks provided Financial Services could produce
evidence of its success.
Solution: Develop creative series of case studies that pro-
moted financial services and the truth about its experiences
via customer case studies.

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Communications (Monographs)
Objective: Bring audience perception of client’s capabiliti- Client:
ties into higher level of reality with regard to the breadth and
Olympus America
depth of products available to the market.
Diagnostic Systems
Situation: Target audience had the fixed idea that this divi-
sion did not have much experience in the hospital clinical
marketplace despite its long-known track record in commer-
cial reference market. In addition, sales reps had been at-
tempting basic “box” sales approaches vs. solution selling.
Solution: Develop creative series of case studies that pro-
moted the truth about the division's current reach within the
hospital market. Editorial conveyed solution-oriented posi-
tion and expertise of the company as it pertained directly to
hospital lab workflow dynamics and sample handling issues.

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Communications (Newsletters)
Objective: Raise awareness for lake association’s efforts to Client:
confront and handle environmental issues affecting water
Salem Lakes Association
quality and property owners around Salem Lake, Vermont.
Situation: Not-for-profit had made earlier efforts to produce
an annual flier with limited editorial value, readership and
retention.
Solution: Develop a true publication with the look and feel
of a lifestyle magazine. Printed and disseminated annually
with a quarterly “electronic” issue available via Email.

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E N S U R I NG Y OU R A U D I EN C E H EA RS TH E R I G H T M E S S A GE P O R TF O LI O
Photography (Personal Hobby/Interest)

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Think Strategically. Deliver the right message..
Positioning
Collateral
Communications
For more information contact
Timothy Votapka
631.645.1666
tvotapka@verizon.net