Nancy Burgess Strategic Marketing Consultant: ePortfolio 2017

Nancy Stearns Burgess
5 Reasons to Believe
847-224-9727
www.linkedin.com/in/nancystearnsburgess

Five Reasons to Believe
Burgess – Strategic Healthcare Marketer www.linkedin.com/in/nancystearnsburgess
“All-in” Philosophy

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 = RESULTS
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
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
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

 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 Branding
 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 Commodity
 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 Collaboration
 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 Branding
 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 Research
 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 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
 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

RESULTS: Publishing Experience
 X health topics
15 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 = RESULTS

Nancy Burgess Strategic Marketing Consultant: ePortfolio 2017

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