1. An E-Portfolio Introduction
Healthcare Creative/Copy
Doug Jung
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2. 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

3. …And a fresh creative view
2011 Global Corporate
Recruitment Campaign:
Sole consultant retained to help
re-position, re-energize and
re-write the book for this
biopharma company to recruit and
retain employees internationally

4. Community Health Outreach
Privileged to help create
NY clinic’s first ad campaign to better
reach the homeless and others in need

5. Launches…
• Blockbuster
LIPITOR DTC Print
Launch Ad
• Wrote the
best-testing
print ad in
multi-agency pitch Top-scoring ad tested to target patients
for launch became the DTC launch ad for LIPITOR

6. Managed Markets
…
“Loved the yin-yang heart!” – Pitch agency president
• Fresh Approaches for Managed Care Marketing
• Diabetes Intervention Initiative for MCOs/Employers

7. Managed Markets…
• TOPAMAX MOSAIC MIGRAINE Program
for Ortho-McNeil Pharmaceutical
• Managed markets program (AV, print, newsletter
articles, patient aids, sales materials)
• “Best employer program in the industry” – independent market
research firm

8. Launches…
Campaign continued 7 years post-launch
• REMINYL Sharing Care Program
for Alzheimer’s Disease Patients & Caregivers
• Multimedia relationship marketing
(AV, newsletters, collateral) for early diagnosis & long-term
compliance

9. Pitches and Wins…
• OLYMPUS
Medical Systems
• Key writer in
winning
AOR pitch
• From corporate…
“You were great, …”

10. Pitches and Wins…
• …to new ideas
• Insights & extras
beyond the expected
• Informed creative
“… a plus!” –
Creative Director, Olympus AOR

11. 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

12. Repositioning…
Solving the “expensive gray box on table” problem
• Fresh Approaches for established brands
• Relaunching eye-surgery device for Alcon Surgical

13. Repositioning…
“Loved the yin-yang heart!” – Pitch agency president
• Fresh Approaches for established brands
• Pitch for Caduet launch in Canada

14. Repositioning…
• Fresh Relationship
Marketing Approach
for established brand
• EpiPen Center for
Anaphylactic Support
Compliance
Campaign
Expanding the market for a category king

15. Creative Know-How…
Launching the only treatment for a rare, fatal disease
• “Orphan disease” drug launch for Teva branded division
• Physician education campaign for early recognition and treatment

16. Creative Know-How…
Taking an established brand into a new niche
• Taking ConvaTec/BMS into Sports Med Market
• Niche marketing: advertising, sales aids, collateral

17. 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

18. …Follow-through
Corporate ad for exhibit company,
based on Pfizer “Anatomy of a
Storm” success story (see previous)

19. 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

20. 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 Doug Jung
– www.tidelinehealth.com