A compilation of case studies for digital marketing and traditional marketing. Personal marketing to come.

1. Case Study Highlights

2. Digital Personal
Traditional
2

3. RESULTS-Oriented Approach
Measurement
Market
Research
Branding/
Naming
Positioning
Strategy
Tactics
Execution
3

4. Digital
4

5. Case of Brand Identity and Website
Situation
• Healthcare consultancy needed
brand identity
• Existing website was one page;
lacked SEO
My Actions
• Oversaw evolution of brand
identity
• Wrote distinctive tagline
• Created unique messaging
• Developed website content
• Designed presentation templates
• Launched new website and
optimized for search engines
Previous website
5

6. RESULTS
• New logo, content, and live site in just 3 weeks
• Enhanced brand image and generated site traffic
• Business cards, letterhead, envelopes, templates
6

7. Case of Corporate Leadership
• Led website relaunch
• Collaborated across business units
and stakeholders
• Advanced new information
architecture, navigation, creative
and content with key stakeholders
• Redesigned site; implemented
branding guidelines and SEO
strategies
• $2.5 B corporation
• Numerous acquisitions annually
• Fragmented and inconsistent
imagery, tone, style on website
• Lack of search engine optimization
(SEO)
Old website
Situation My Actions
7

8. RESULTS
• Raised SEOMoz score 2.3 points in just 6 weeks
• Launched website in 10 months with less than
$100k budget
8

9. Case of C-Suite Persuasion
• Developed persuasive social media
presentation for CEO and senior
management
• Launched and executed social
media strategy for blog, Google+,
Facebook, LinkedIn, and Twitter
• Unwritten corporate policy
avoided social media and public
relations initiatives
• Website and social media
monitoring indicated some
negative corporate perception
Situation My Actions
9

10. RESULTS
• Grew Facebook (913%), LinkedIn (156%), and Twitter (1827%)
• Expanded LinkedIn followers to >8000 professionals in 2 years
• Thousands of readers, hundreds of social shares and subscribers to
blog in first year with $0 additional budget
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
Social Followers on 4 Networks
LinkedIn
Facebook
Twitter
Google+
10

11. Overall Web Results
11

12. Case of Marketing Automation
• Designed and executed
complex marketing automation
• Created launch project plan
and process
• Sales team was given any lead
who downloaded content
• Sales reported that prospects
were not interested and lead
generation was occurring too
early in buying cycle
Situation My Actions
12

13. RESULTS
• 600 monthly content downloads moved to relevant lead nurture campaigns
that generated >$3k of repeatable monthly revenue
• Multi-marketing channels allowed integration with CRM, tracking of buying
cycle through, web links, blogs, phone numbers and more
Web, Blog
or Social
•Buttons, or
Links to
Download
Content
•Brief Form
Captures Key
Info
Web
Optimized
PDF
•Auto-
Downloads
Auto Thank
You Email
Email
Nurture
Campaign
Landing
Page
CRM Sales
Queue
•Direction of Lead Depends on
“Request a Rep” Checked Box
•Warm Sales Opportunity
•3-4 Waves
•Thank you
•Anchor Text Link to PDF
•Feel free to share with colleague
•Trackable marketing phone
number
•Link to service page
•Opportunity to read more on
blog
13

14. Case of eCommerce Site Project
Management
• 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
Situation My Actions
14

15. RESULTS
• Launched within aggressive 7-month schedule and under budget
• Internal and external integrated communications plan
generated immediate increase in monthly sales
• E-commerce freed sales representatives for outbound calls
15

16. Case of Online “Portfolio”
Situation
• Portfolio was in print,
PowerPoint, and PDFs
• Needed to create an online
portfolio, showcasing marketing
experience and insights for
potential clients and employers
My Actions
• Launched website over long
weekend
• Chose imagery and wrote
content
• Wrote blogs relevant to
marketing experience
16

17. RESULTS
• 394 visitors and 994 views in 5 months
17

18. Traditional
18

19. Case of Early Career Shift
• Researched effective queries
• Networked at Independent
Writers of Chicago (IWOC)
• Completed feature writing and
public relations classes
• Leveraged clinical and scientific
expertise, published thesis,
experience, and clinical
credentials for national
publications
• Agreed to write “on
speculation” for first article for
Chicago Tribune
• Hospital clinician and manager
with desire and skill to launch
writing/marketing career
• National publications received
30,000+ unsolicited queries
annually
• Only about 0.08% of these
queries were accepted
Situation My Actions
19

20. RESULTS: Publishing Experience
▪ X health topics
• 15 features
▪ 6 articles
• Modern Maturity
• Market for Home Care Services
• Allied Health and Nursing
News features
• 10 feature articles,
• Wellness promotions
• Newsletter
• Dozens of consumer
health features
20

21. Cases of Marketing Research
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 research
at 2 agencies
• Wrote clear objectives and
designed methodologies
• Moderated interviews and
probed for deeper meaning
• Developed confidential,
comprehensive insights with
visual aids, top-line executive
summaries, implications, and
future strategic and tactical
recommendations
21

22. RESULTS: Confidential Insights
Investigations Subjects Methods
• Awareness, attitude,
usage (AAU)
• Awareness, trial,
usage (ATU)
• Brand identities
• Competitive
intelligence
• Creative campaigns
• Messaging
• Treatment algorithms
• Brand stories
• Allergists/immunologists
• Contract manufacturers
• 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
22

23. Case of Strategy and Management
• Proposed strategic vision with 4
objectives:
1. Spark client interest in additional
services
2. Showcase capabilities
3. Impact strategic planning season
and tactical execution planning
4. Build client relationships in a social
setting
• Motivated and led internal team
with execution in just 3 weeks
• Erosion of major pharmaceutical
client’s interest in agency’s
services, loss of business
• Pigeon-holed by client primarily
as event planning company
• Little recognition of agency’s
broader creative, video, and
digital capabilities
Situation My Actions
23

24. RESULTS
"Your team has a lot of passion for what they do…. I will certainly keep
you in mind as I build the Media Production strategy.”
--Procurement at Major Pharmaceutical Company
• Hosted digital tour client event
• Immediately, 4 new business opportunities were in the works
• Considered as preferred vendor; set the stage for tactical planning
24

25. Case of Leveraging KOLs
• 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
• HAE is a rare disease
• Treatment for HAE was in Phase
III clinical trials
• 3 competitors were also in US
race to be first-to-market
• Some HAE attacks can be lethal
• Key opinion leaders (KOLs) at
advisory board reported
diagnostic difficulties
• Major professional meeting less
than 3 months away
Situation My Actions
25

26. RESULTS
• Campaign captured 3 awards
• Hundreds sought out booth
• 32 KOLs agreed to be featured on diagnostic tools
• Campaign built client-KOL relationships and enhanced physician perceptions
26

27. Case of Clinical Trials Branding
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
27

28. RESULTS
• “Joyful person” brand hallmark also symbolized urinary bladder
• “Wave” through logo and trial names (Embarc, Voyage) represented
bladder as a vessel for fluid
28

29. Case of Multitasking and Execution
• Collaborated with team to
develop brand identity and win
business
• Assumed account executive role
during US launch
• 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.
• 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
Situation My Actions
29

30. RESULTS
• Branded materials developed for 29 countries on 4 continents
• Substantial efforts to ensure US materials met FDA regulations
30

31. Case of Global Campaign Creation
• 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 was
approved to help diagnose
ovarian cancer
• Company wanted to use an
image that showed a fork in the
road and create consistent
worldwide branding
Situation My Actions
31

32. RESULTS
• 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
32

33. Case of Differentiating a Commodity
Situation My Actions
• Intravenous immunoglobulin
(IVIg) about to receive FDA
approval
• Not first to market
• Immunologists associated
competitive profile with good
tolerance
• Most IVIg is sold through group
purchasing organizations
(GPOs)
• Brand logo and identity
developed in Italy
• Identified other IVIgs had
shorter room-temperature lives
• Translated data into US
nomenclature and rewrote 76-
page monograph in compliance
with FDA-approved label
• Worked with graphics team
and illustrator to create images
that fit global brand guidelines
• Designed information
architecture and wrote website
content
• Partnered to leverage GPO
relationships, tactics, and
strategy 33

34. RESULTS
• 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
34

35. Case of Strategic Vision
• Reviewed literature
• Originated “unbranded” disease-
focused 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 (KOLs) as
signatories
• Coronary artery disease (CAD)
is the #1 killer of women
• Fujisawa’s (Astellas’) 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
Situation My Actions
35

36. RESULTS
• 16% of targeted physician began screening patients
• Of those, 94% used brochures, 55% hung poster, and
75% reordered
• Campaign won most prestigious 2004 MM&M Award
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
36

37. Case of Team Collaboration
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
• Conducted 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
37

38. RESULTS
• Realized an 11%+ response rate
• Achieved 45% sales growth in less than
5 months
• Became the #1 prescribed treatment
of its kind among pediatricians
• Won most prestigious MM&M Award
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
38

39. Case of Late-stage Branding
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
• 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 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
39

40. RESULTS
40

41. RESULTS
• 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
41

42. Case of FDA-Compliant Creativity
• Collaborated with team to
develop coloring sheet with 16
differences, 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
impact at patient association
meeting that met every 2 years
• Typically, majority of attendees
were children, teens, and
families
• Meeting was being held at
Walt Disney World in Orlando
• Our new “Start smooth. Stay
steady.” campaign was being
unveiled
Situation My Actions
42

43. RESULTS
• 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
43

44. Case of Teamwork
• 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
Situation My Actions
44

45. RESULTS
• Interactive touch-screen kiosk captured attendee data and sent
customized PDF to lab directors’ e-mail addresses, built database
• Improved aided and unaided awareness of diagnostic by a factor of 4
45

46. Personal
46

47. Case of Personal Branding for
Professionals
• To come
47