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An E-Portfolio Introduction
Healthcare Creative/Copy Doug Jung
Navigate via and
A Healthcare Creative/Copy Expert with…• Experience
– RX, OTC– DTP, DTC– Medical Devices
• Wins & Launches– Lipitor, Reminyl, Olympus….
• Perspective– Client- and agency-side– Rose to agency copy creative director– Ran own ad firm 8 years– MBA in Marketing
…And a fresh creative view
2011 Global Corporate Recruitment Campaign:Sole consultant retained to help re-position, re-energize and rewrite the book for this biopharma company to recruit and retain employees internationally
Launches…
• Blockbuster LIPITOR DTCPrint Launch Ad
• Wrote thebest-testingprint ad in multi-agency pitch for launch
Top-scoring ad tested to target patients became the DTC launch ad for LIPITOR
Managed Markets…
• Fresh Approaches for Managed Care Marketing• Diabetes Intervention Initiative for MCOs/Employers
“Loved the yin-yang heart!” – Pitch agency president
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
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
Pitches and Wins…
• OLYMPUSMedical Systems
• Key writer in winningAOR pitch
• From corporate…
“You were great, …”
Pitches and Wins…
• …to new ideas
• Insights & extras beyond the expected
• Informed creative
“… a plus!” –Creative Director, Olympus AOR
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
Repositioning…
• Fresh Approaches for established brands• Relaunching eye-surgery device for Alcon Surgical
Solving the “expensive gray box on table” problem
Repositioning…
• Fresh Approaches for established brands• Pitch for Caduet launch in Canada
“Loved the yin-yang heart!” – Pitch agency president
Repositioning…• Fresh Relationship
Marketing Approachfor established brand
• EpiPen Center for Anaphylactic SupportCompliance Campaign
Expanding the market for a category king
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
Creative Know-How…
• Taking ConvaTec/BMS into Sports Med Market• Niche marketing: advertising, sales aids, collateral
Taking an established brand into a new niche
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
…And Follow-through
Corporate ad for exhibit company, based on Pfizer “Anatomy of a Storm” success story (see previous)
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
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
Doug Jung