d jung tideline e portfolio
TRANSCRIPT
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An E‐Portfolio IntroductionHealthcare Creative/Copy
Doug Jung
Navigate via and
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Meet a Healthcare Creative/Copy Expert with…• Experience
– Prescription and over‐the‐counter drugs– From blockbusters to orphan diseases– Medical devices– Direct to physicians, patients, payers, and other
healthcare advocate stakeholders
• Wins and Launches– Bivigam, Lipitor, Reminyl, Olympus….
• Perspective– Client‐ and agency‐side– Agency creative copy director– Consulting freelance for 5 years– MBA in Marketing
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…And a fresh creative view
Bristol-Myers Squibb Global Corporate Recruitment Campaign:Sole consultant who helped BMSre-position, re-energize and re-write the book for this biopharma company to recruit employees internationally
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Digital MarketingWrote drug-launch website
www.bivigam.com,plus related insPIred™ web-based support program for the primary immunodeficiency
community
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Community Health OutreachConceived Housing Works
first outdoor ad campaign to NYC homeless and others in need
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Personalized Patient MarketingWrote for One Patient at a Time digital and print
relationship program for ORENCIA®
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Launches…• Blockbuster LIPITOR DTC Print Launch Ad
• Wrote thebest‐testing print ad in multi‐agency pitch for launch
Top‐scoring ad tested to target patients became the DTC launch ad for LIPITOR
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Managed Markets…
• Fresh Approaches for Managed Care Marketing• Diabetes Intervention Initiative for MCOs/Employers
“Loved the yin-yang heart!” – Pitch agency president
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Managed Markets…
• TOPAMAX MOSAIC MIGRAINE Programfor Ortho‐McNeil Pharmaceutical
• Managed markets program (AV, print, newsletter articles, patient aids, sales materials)
• “Best employer program in the industry” – independent market research firm
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Launches…
• REMINYL Sharing Care Programfor Alzheimer’s Disease Patients & Caregivers
• Multimedia relationship marketing (AV, newsletters, collateral) for early diagnosis & long‐term compliance
Campaign continued 7 years post-launch
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Pitches and Wins…• OLYMPUSMedical Systems
• Key writer in winningAOR pitch
• From corporate…
“You were great, …”
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Pitches and Wins…• …to new ideas
• Insights & extras beyond the expected
• Informed creative
“… a plus!” –Creative Director, Olympus AOR
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Pharma…• In‐house McNeil/J&J• Clients include:
– Johnson & Johnson:
• Corporation• Divisions
– Pfizer– Bristol‐Myers
Squibb– Teva– Alcon Surgical– And others
“Extraordinarily well done” –VP, Corporate Communications,
Johnson & Johnson
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Repositioning…
• Fresh Approaches for established brands• Relaunching eye‐surgery device for Alcon Surgical
Solving the “expensive gray box on table” problem
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Repositioning…
• Fresh Approaches for established brands• Pitch for Caduet launch in Canada
“Loved the yin-yang heart!” – Pitch agency president
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Repositioning…• Fresh Relationship
Marketing Approachfor established brand
• EpiPen Center for Anaphylactic SupportCompliance Campaign
Expanding the market for a category king
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Creative Know‐How…
• “Orphan disease” drug launch for Teva branded division • Physician education campaign for early recognition and treatment
Launching the only treatment for a rare, fatal disease
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Creative Know‐How…
• Taking ConvaTec/BMS into Sports Med Market• Niche marketing: advertising, sales aids, collateral
Taking an established brand into a new niche
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Creative Know‐How…• Pfizer Cardiovascular
“Anatomy of a Storm” multisensory experience (Lipitor, Norvasc, Caduet)
• Conceived, pitched, won, & scripted AV exhibit
• Experienced by 25% of attendees at AHA annual meeting
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…Follow‐through
Corporate ad for exhibit company, based on Pfizer “Anatomy of a Storm” success story (see previous)
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Recap…
• RX, OTC, DTP, DTC, Medical Devices
• Roll‐Up‐Sleeves Teamwork Style with staff, colleagues, and clients…
• and the Passion to Add Strategic & Creative Value in Healthcare Marketing
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Ready for Your Team• Mid‐New Jersey based
• Within easy reach of NY/NJ/Philadelphia and the world
• Contact via:– Tel: 609‐529‐2028– [email protected]– www.linkedin.com/in/dougjung– www.tidelinehealth.com
Doug Jung