Portfolio
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MOOG Medical – Resolution and Continuity of Flow White Paper (B2B and B2C)
1
CHALLENGE
OBJECTIVE
RESULT
Research, write and cite the MOOG ambulatory infusion therapy pump white paper based on the concept of enhanced Resolution of Flow (Accuracy) and Continuity of Flow (small, continuous boluses) for the home infusion target market (outpatient pharmacists, doctors, and home healthcare nurses). MOOG was formerly part of Nestle, but now needed to market itself and its products to the home infusion market.
Educate and position the MOOG infusion pump in particular to the ambulatory market and, more specifically, as a pump that can best deliver to critical patient populations (NICU, pediatrics, geriatrics, patients with certain medical conditions/diseases and drugs with short half lives).
Both e10 agency and their client, MOOG Medical, were pleased with the highly informative, on-point white paper that I created very quickly. I created a second MOOG white paper, reworked their large Procedural Manual and IFU to reduce redundancies, improve clarity, understanding and make it more user friendly. I also gained additional freelance work for e10 agency (for their other medical device clients).
Bridonindustries.com Mobile-Friendly Website (B2B)
2
CHALLENGE
OBJECTIVE
RESULT
Develop a brand identity for small hydraulic company that reflected the company's personality and unique selling points.
Identity must be simple, cohesive and cost effective. It also had to include the pieces that would not only prove Bridon was a legitimate industry player, but would provide the resources for prospects and clients, before, during and after the sale.
I developed a proposal including proposed strategies, tactics, budgets, timelines, vendors, etc. From the proposal, I championed Bridon's first mobile-friendly website, brochure, business cards and case study guides. We identified their USPs, case study strategy, and capabilities. Bridonindustries.com had the immediate impact of landing new business.
American Medical Systems
Male Continence Brochure (B2C)
3
CHALLENGE
OBJECTIVE
RESULT
Outside agency drafts were off the mark and the claims made could not be substantiated. I had to carefully address concerns, rewrite and resubstantiate with current, appropriate clinical article data to fit both FDA requirements and our stated objectives.
This consumer-centric brochure and video had to mirror branding on an erectile dysfunction brochure and video. They both required patient-friendly language to educate consumers on treatment options and share patient advocate stories. Used in doctors’ offices and as sales handouts for in-office visits.
I rewrote both brochures, selected patient testimonials and edited video footage, selected and sourced diverse imagery and updated product shots, provided direction to outside videographers and the agency, helped substantiate and footnote both, gained regulatory, legal, marketing and executive approvals and incorporated early sales feedback. Earned high praise from product managers, the sales force and marketing executives.
4
Sparkoff Investor Pitch Deck (B2B)
4
CHALLENGE
OBJECTIVE
RESULT
After several phone consults between e10 agency CEO and their clients, a surgeon and engineer, I had to research and create an investor report for a new medical device. I had very little info to start with and had to grasp the new product details quickly.
Originally, create in report format. However, the e10 CEO and I proposed a more user-friendly format, a pitch deck to convince potential investors this was a viable, necessary product that was worth the investment.
Created a persuasive and thorough report about the product, its potential, its need, the market and its usage. The clients provided high praise for the end product.
AAOMS Direct Mail for Lifecore Biomedical (B2B)
5
CHALLENGE
OBJECTIVE
RESULT
Lifecore did not have FDA 510K approval for its new products going into its 2 largest trade shows. At a late date, we decided to go ahed with our pre-show mailing. But how would we create buzz without the necessary approvals?
Create buzz among attendees and sales team while adhering to FDA constraints. Mailing had to drive trade show traffic to the booth and give sales team appropriate positioning to promote.
I created a "Sneek Peak Concept" that adhered to FDA, excited sales, generated buzz and drove tradeshow booth traffic. I write, oversaw design, selected stock photography, obtained regulatory, photographer and Blockbuster video approvals, purchased mailing lists, and delivered a direct mail before fast, immovable deadlines. I also helped create sales incentives and tools as part of the campaign. A Lifecore favorite, Blockbuster also used as an example of how to effectively promote the video rental store.
Invibio Biomaterials James Ellington Articles - 2 Different Perspectives (B2C)
6
CHALLENGE
OBJECTIVE
RESULT
Ghost write Invibio Biomaterials spokesperson's, UK Olympic sprinter James Ellington, story from his perspective. Then ghost write it from Invibio's Medical Business Director's perspective.
Highlight James' career, accident and decision to choose Invibio's polymer technology over traditional metal implants for his fractured leg. The dual digital and print piece would generate awareness and interest among patients.
After review of James' social media sites, provided one article from his perspective. Then changed voice and tone to provide one from the Medical Director's perspective. Both completed well before deadline for immediate usage.
Invibio Biomaterials Surgeon Newsletter (B2B)
7
CHALLENGE
OBJECTIVE
RESULT
Become a subject matter expert quickly, since this was my first Invibio project. Given clinical articles as background for all 7 articles, produce high -level articles for surgeon target market. All under extremely tight deadlines.
Define best clinical practices and evidence, describe case studies for various product line applications (interbody spinal fusions, knee and dental), explain FDA classifications, and offer patient testimonials for Invibio's newsletter.
Despite a steep learning curve, completed within deadlines, within budget and with a high level of clinical perspective. More work from Invibio followed. I wrote pages 1-15 and 22-29.
Lifecore Biomedical New Patient Education Brochure (B2C)
8
CHALLENGE
OBJECTIVE
RESULT
Create Lifecore's first patient education brochure (copy and image suggestions) from scratch utilizing my own positioning ideas, concepts, existing product information and my accrued subject
matter knowledge.
Create Lifecore’s B2C foundation piece using laymen’s terms and to provide an effective sales and education tool.
Created a patient-centric draft that would provide product info, anticipate product objections and answer questions that a potential patient might have about the product, it’s usage and cost.
New York Mint – Benjamin Franklin Full-Page Ads (B2C)
9
CHALLENGE
OBJECTIVE
RESULT
Using a one-page creative brief, but no research, create 2 distinct full-page magazine ads for the New York Mint’s $5 Ben Franklin coin. One had to be National Enquirer-like in tone and the other more patriotic.
Create two "hooks" for the same coin that would entice prospects and existing customers to call and order.
The ads, done for a boss that had me work for him at several companies, had 15-20% higher response rates than previous creative.
Asset Marketing Digital -
Eblasts, Landing Page,
Banner & Hero Ads (B2C)
10
CHALLENGE
OBJECTIVE
RESULT
After achieving 15-20% higher response rates creating print ads and direct response, I was referred to Asset Marketing's digital division. The challenge was to create subject lines and copy to move prospects and customers through the buying cycle.
Create 2-3 subject lines (for testing), concise
eblast copy, landing page copy, banner and hero ads, and website copy for the FIFA 2010 commemorative coin. The goal was increased
click-throughs leading to increased call center volume and ultimately, purchases.
Although no quantitative results were shared, I received additional digital work from Asset Marketing after this project and also landed me a new coin client, New York Mint.
Intelligent Nutrients
Product Brochure (B2C & B2B))
11
Inside spread only. No digital link available.
CHALLENGE
OBJECTIVE
Create the brand. This piece would be central to our brand identity in both copy and design. It had to tell the company and product stories in a concise, fun, story-telling way, while abhering to the Dietary Supplement Health and Education Act Guidelines.
Create a hallmark branding piece for customers and independent distributors. Had to include easy-to-follow product systems, our story and promote this new lifestyle brand.
This piece was well liked by executives, Horst and the independent distributors. All other branding design and copy for print, digital and POP, followed this look, feel and tone.
RESULT
Datasite Sample Video
(Internal Communications)
12
CHALLENGE
OBJECTIVE
RESULT
Applied for an internal communications position where shooting videos to communicate with 400 on-site employees would be a large component of the day-to-day job. The job would begin remotely so I wanted to find a way to connect. Proactively decided to teach myself iMovie to prove I can handle new challenges and create innovative communications.
Learn iMovie, create a concept, source royalty-free stock photography, shoot video on an iPhone, and create a script with actionable tactic in 3 days to present prior to next interview.
Created a custom video that a) introduced myself b) used targeted wording and themes specific to Datasite, c) connected with possible future teammates via our shared COVID19 uncertainty and d) created a way to get to know each other better and spread positivity throughout the organization.