nancy burgess digital marketing portfolio_2014

Strategic Healthcare MarketerConnecting to Customers

Nancy Stearns BurgessPortfolio Highlights 2014→1995

Portfolio Highlights 2014→1995Burgess – Strategic Healthcare Marketer

left braiN + right Brain =

intuition experience

visuals language

emotion clinical data

campaigns competitive intelligence

branding marketing research

strategy literature review

analysis + creativity

= RESULTS

$1.9B CorporationCase Studies

Stericycle

Portfolio Highlights 2014→1995

Case of the Corporate Website

Advanced new navigation, creative and content with key stakeholders

Redesigned site; implemented branding guidelines and SEO strategies

Numerous corporate acquisitions Fragmented and inconsistent

imagery, tone, style on website Lack of search engine

optimization (SEO)

the situation my actions

Burgess – Strategic Healthcare Marketer


Raised SEOMoz score 2.3 points in just 6 weeks Launched website in 10 months with less than $100k budget

RESULTS: Corporate Website Launch



Case of the Social Media Strategy

Developed persuasive social media presentation for CEO and senior management

Launched and executed social media strategy for blog, Google+, Facebook, LinkedIn, and Twitter presence

Unwritten corporate policy avoided social media and public relations initiatives

Website and social media monitoring indicated some negative corporate perception




Within first year, attracted thousands of readers and generated hundreds of social shares and subscribers to blog with $0 additional budget

Grew Google+, Facebook (913%), LinkedIn (156%), and Twitter (1827%) presence in first year

RESULTS: Social Media



Case of the E-retail launch

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Outdated print catalog did not include prices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




Launched within aggressive 7-month schedule and under budget Internal and external integrated communications plan

generated immediate increase in monthly sales E-retail freed sales representatives for outbound calls

RESULTS: Eretail Site


Market DevelopmentCase Studies

Phase III Clinical Trials


Case of the US Race to Market

Networked with KOLs Created mnemonic devices to aid

in recognizing symptoms of HAE Edited/wrote all website copy at

www.allabouthae.com 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

Hereditary angioedema (HAE)is a rare genetic disease

CSL Behring’s treatment for HAE was in Phase III clinical trials

3 competitors were also in the US race to be first-to-market

Some HAE attacks can be lethal, especially if misdiagnosed

Key opinion leaders (KOLs) reported diagnostic difficulties




HAE educational campaign captured 3 creative awards

Hundreds of attendees sought out client’s booth with room drop in hand 32 KOLs agreed to be featured on reverse side of diagnostic tools Campaign built client-KOL relationships and enhanced perceptions

RESULTS: All About HAE



Case of the Clinical Trials Brandingthe 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



“Joyful person” brand hallmark also symbolized the urinary bladder “Wave” carved through logo and trial names (Embarc, Voyage) represented the nature of the

bladder as a vessel for fluid Voyage colors mirrored the branded colors of Valstar (valrubicin)

RESULTS: Bladder Cancer Program


LaunchesCase Studies

Campaigns for New Products


Case of the Global Brand Identity

Collaborated with team to develop ideas and win business

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.

Assumed account executive role during US launch

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




Branded materials developed for 29 countries on 4 continents Substantial efforts to ensure US materials met FDA regulations

RESULTS: Focus on the Site



Case of the Global Sales Campaign

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 is approved to help diagnose ovarian cancer

Company wanted to use an image that showed a fork in the road and create consistent worldwide branding




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

RESULTS: Multilingual Campaign



Case of the Ready-to-Use IVIgthe situation my actions

CSL Behring was about to receive approval for its most advanced intravenous immunoglobulin (IVIg), Privigen

Privigen, a 10% liquid, was not first to market

The product had a competitive profile that immunologists associated with good tolerance

Most IVIg is sold through group purchasing organizations (GPOs)

Brand logo and identity had been developed in Italy

Identified fact that other IVIgs had shorter room-temperature lives compared to Privigen’s 24 months

Translated all data into US nomenclature and rewrote 76-page monograph in compliance with FDA-approved label

Worked with graphics team and illustrator to create monograph images that fit global brand guidelines

Partnered to leverage GPO relationships, tactics, and strategy



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

RESULTS: Unique Sales Synergy


Commercialized ProductsCase Studies

Mid- and Late-stage Brands


Case of Undiagnosed CAD in Women

Reviewed literature to confirm and update medical facts

Originated “unbranded” 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 as signatories

Coronary artery disease (CAD) is the #1 killer of women

Fujisawa’s 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




16% of targeted physician began screening patients for CAD Of those, 94% used brochures, 55% hung poster, and 75% reordered Campaign won most prestigious 2004 MM&M Award

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



Case of the Unfamiliar Head Lice Rxthe 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, lindane

Rather than focus on OTC competitors, our team opted to focus on prescribers of Rx lindane

Oversaw the 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



Realized an 11%+ response rate Achieved 45% sales growth in less

than 5 months Became the #1 prescribed head lice

treatment among pediatricians Won most prestigious MM&M Award

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



Case of the Late-stage Brandthe 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

Original launch creative focused on moving to the Sub-Q way

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 the 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

Transitioned to a smooth and steady campaign



RESULTS: Campaign Evolutions



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

RESULTS: 16% Smooth and Steady


Branded EventsCase Studies

Customer Experiences


Case of the Patient Meeting

Collaborated with team to develop coloring sheet with 16 differences, create 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 a presence at patient association meeting that meets every 2 years

Typically, majority of attendees are children, teens, and families

Meeting was being held at Walt Disney World in Orlando

Our new “Start smooth. Stay steady.” campaign was being unveiled




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

RESULTS: Smooth & Steady



Case of the Diagnostic Experience

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




Touch-screen kiosk captured attendee data and sent customized PDF of materials to lab directors’ own e-mail address

Improved aided and unaided awareness of HE4 by a factor of 4

RESULTS: Interactive Kiosk


Other Accomplishments


Marketing Research Assignmentsthe 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 marketing research initiatives at 2 agencies

Wrote clear objectives and designed methodologies

Moderated interviews and probed for deeper meaning as appropriate

Developed confidential, comprehensive insights with visual aids, top-line executive summaries, implications, and future recommendations



RESULTS: Confidential Insightsinvestigations subjects methods

Awareness, attitude, usage (AAU)

Awareness, trial, usage (ATU)

Brand identities Competitive intelligence Creative campaigns Messaging Treatment algorithms

Allergists/immunologists 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



Case of the Early Career Shift

Researched how to write effective queries

Networked at Independent Writers of Chicago (IWOC)

Completed feature writing class at local college

Leveraged health expertise, published thesis experience, and registered dietitian credentials for national publications

Agreed to write “on speculation” for first article for The Chicago Tribune

Registered dietitian with desire to launch writing/marketing career

Education, training, and experience in hospital dietetics, exercise physiology, and cardiac rehabilitation

National publications receive 30,000+ unsolicited queries annually

Only about 0.08% of these queries are accepted

Lack of experience in feature writing




RESULTS: Publishing Experience

X health topics15 features

6 articles

Modern Maturity Market for Home Care Services (research report) Allied Health and Nursing News features

10 feature articles, multiple interviews

Wellness promotions Newsletter

Dozens of consumer health features


Connecting with Customers


left braiN + right Brain =

intuition experience

visuals language

emotion clinical data

campaigns competitive intelligence

branding marketing research

strategy literature review

analysis + creativity

= Nancy Burgess = RESULTSBurgess – Strategic Healthcare Marketer


With Appreciation to Colleagues

Layne Shapiro Patrick Smith Mark Stinson Matthew Stone Lesley Tokar Lisa White Twila Williams Matt Yazici Dawn Zegar …and many others

Marita Gomez Peter Jurek Richard Kellner Jennifer Koenig Bill Leece Maria Lissandrello Ann Matturro Christine McCurdy Katie Pendlay Glenn Raines

Linda Bergstrom Pam Boulware Kendal Brown Tim Collins Laurie Culshaw Greg Dosmann Dave Duff Karen Eckhardt Ninón Flasch Carol Forssander

designers editors illustrators mentors proofreaders writers

“No man is an island” – John Donne, 1624

Strategic Healthcare MarketerConnecting to Customers

Thank You!Nancy Stearns Burgess


nancy burgess digital marketing portfolio_2014

Marketing

social media strategy

budget results

website copy

bladder cancer clinical

social media monitoring

case studies campaigns

year results

reported results