Nancy Burgess Healthcare Marketing and Communications

Nancy Stearns Burgess5 Reasons to Believe

847-224-9727www.linkedin.com/in/nancystearnsburgess

Five Reasons to Believe

Burgess – Strategic Healthcare Marketer www.linkedin.com/in/nancystearnsburgess

“All-in” Philosophy

http://www.linkedin.com/in/nancystearnsburgess

left braiN + right Brain =

emotive impact experience project management

visuals language

writing & editing literature review

digital & traditional campaigns competitive intelligence

branding marketing research

strategy data

analysis + creativity

= Nancy Burgess = RESULTSBurgess – Strategic Healthcare Marketer www.linkedin.com/in/nancystearnsburgess

My Thoughtful Approach


Digital, Print and Integrated Experience

Burgess – Strategic Healthcare Marketer

CUSTOMER EXPERIENCE

2

www.linkedin.com/in/nancystearnsburgess

My Deep Experience


Results-oriented Philosophy


My Measurable Results


Human Relations Skills Influence. Persuaded executive teams to

execute my marketing vision for our company/agency

Leadership. Led cross-functional teams for $250k project and other launches, on time and under budget; Managed employee performance

Communication. Published writer, award-winning communicator


My Soft Skills


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)

the situation my actions


Old website


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

RESULTS: Website Launch



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 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: Strategic Social Media Use



Accelerated Facebook (913%), LinkedIn (156%), and Twitter (1827%) follower growth Expanded LinkedIn followers to >8000 professionals in 2 years Within first year, attracted thousands of readers and generated hundreds of social shares and subscribers to

blog with $0 additional budget

RESULTS: Social Media

www.linkedin.com/in/nancystearnsburgessBurgess – Strategic Digital Marketer

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Social Followers on 4 Networks

LinkedIn

Facebook

Twitter

Google+

Case of Marketing Automation

Designed and executed complex marketing automation steps

Created launch project plan and process

Sales team was given all leads that had downloaded content, such as white papers

Sales reported that prospects were not interested and lead generation was occurring too early in the buying cycle


www.linkedin.com/in/nancystearnsburgessBurgess – Strategic Digital Marketer

600 monthly content downloads moved to relevant lead nurture campaigns that generate >$3k of repeatable monthly revenue

Multi-marketing channels allowed integration with CRM, tracking of buying cycle through, web links, blogs, phone numbers and more

RESULTS: Marketing Automation

Burgess – Strategic Digital Marketer www.linkedin.com/in/nancystearnsburgess

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

Overall Web Results


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



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

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) at advisory board reported diagnostic difficulties

Major professional meeting less than 3 months away



http://www.allabouthae.com/


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 Rare Disease



Case of 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



Case of Multitasking and Execution

Assumed account executive role during US launch

Collaborated with team to develop brand identity 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.

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: “Finally!” Launch

www.linkedin.com/in/nancystearnsburgessBurgess – Strategic Healthcare and Digital Marketing Communicator


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 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


Burgess – Strategic Healthcare and Digital Marketing Communicator www.linkedin.com/in/nancystearnsburgess


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 Sales Campaign

www.linkedin.com/in/nancystearnsburgessBurgess – Strategic Healthcare and Digital Marketing Communicator


Case of Differentiating Commoditythe 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 images that fit global brand guidelines

Designed information architecture and wrote website content

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



Case of Strategic Vision

Reviewed literature to confirm and update medical facts

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




16% of targeted physicians 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 Team Collaborationthe 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 Late-stage Brandingthe 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



Case of FDA-Compliant Creativity

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 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




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 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




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

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

RESULTS: Interactive Kiosk



Cases of Marketing Researchthe 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 strategic and tactical recommendations



RESULTS: Confidential Insightsinvestigations subjects methods

Awareness, attitude, usage (AAU)

Awareness, trial, usage (ATU)

Brand identities Competitive intelligence Creative campaigns Messaging Treatment algorithms Brand stories

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 Early Career Shift

Researched how to write effective queries

Networked at Independent Writers of Chicago (IWOC)

Completed feature writing and public relations classes at local college

Leveraged clinical and scientific expertise, published thesis, experience, and clinical credentials for national publications

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

Registered dietitian with desire and skill 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



http://www.ncbi.nlm.nih.gov/pubmed/2016490


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



left braiN + right Brain =

emotive impact experience project management

visuals language

writing & editing clinical data

digital & traditional campaigns competitive intelligence

branding marketing research

strategy literature review

analysis + creativity

= Nancy Burgess = RESULTSBurgess – Strategic Healthcare Marketer www.linkedin.com/in/nancystearnsburgess