An E‐Portfolio IntroductionHealthcare Creative/Copy 

Doug Jung

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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

…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

Digital MarketingWrote drug-launch website

www.bivigam.com,plus related insPIred™ web-based support program for the primary immunodeficiency

community

Community Health OutreachConceived Housing Works

first outdoor ad campaign to NYC homeless and others in need

Personalized Patient MarketingWrote for One Patient at a Time digital and print

relationship program for ORENCIA®

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

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

…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– douglasrjung@gmail.com– www.linkedin.com/in/dougjung– www.tidelinehealth.com

Doug Jung