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Work Background
Various CompaniesFreelance Copywriter/Marketing Consultant
Aug. 2016WorldwideHere are just some of the ways in which I've helped others: • Created numerous digital assets over a 2-year period for a leading immuno- oncology brand (US and Global) targeting pathologists, physicians, and patients for various tumor types including renal cell carcinoma, melanoma, overall biomarker, and more. • Advertising campaign concepts ("Big Ideas") for new business pitches and product launches • Corporate/brand positioning • Messages for market testing • Web content—informed by a workshop-driven strategic creative brief or based on existing marketing materials • Promotional copy for digital/print sales aids, brochures, posters, CRM, OOH, and more
My therapeutic category experience includes: • Allergy • Antivirals • Arthritis • Cardiovascular • Cholesterol • Contraception • Corporate Promotion • Clinical Trial Recruitment • Dermatology • Managed Care • Menopause Therapies • Men’s Health • Nutrition • Ophthalmology • Pain Management • Oncology • Rare Diseases • Respiratory • Schizophrenia • Smoking Cessation • Thyroid Disease • Urology • Vaccines • Women’s Health (contraception and post-menopause) While much of my experience has been in pharmaceutical advertising, I also have significant experience and have helped others with B2B promotion, consumer packaged goods, and advertising for smaller, local businesses.
Guidemark HealthSVP, Creative Director
Nov. 2015 - Aug. 2016Parsippany, NJ• Created "Achievable Moments" campaign to relaunch Abilify Maintena that showed physicians the potential benefits of this a long-acting injectable for schizophrenia from Otsuka.
• Led and created all materials for the delayed professional and consumer launches of Amphora, the first non-hormonal, prescription contraceptive gel from Evofem.
Beacon Healthcare CommunicationsExecutive Creative Director
Mar. 2015 - Nov. 2015Bedminster, New Jersey• Enhanced the direct-to-consumer and CRM efforts for Restasis, the first and only prescription therapy for chronic dry eye disease from Allergan, with more benefit-focused copy and contemporary infographics.
• Supervised the managed markets launch of Aristada, a long-acting injectable for schizophrenia from Alkermes.
• Revamped the creative department to be more digitally capable.
• Reimagined the agency website to better poise the agency for growth.
Various ad agencies & direct clientsCopy, Content & Marketing Consultant
May. 2010 - Mar. 2015New York, New Jersey, Pennsylvania, and beyondI create advertising that breaks through the clutter and forces you to engage. Sometimes my work is provocative. Sometimes, it’s funny. But it’s always on strategy, regardless of the channel for which I’m writing. I'm also a problem solver. My first day as acting Creative Director at a PA-based pharmaceutical ad agency, I was greeted by 9 Brand Managers who told me that we were going to lose the business. They were fed up with a constant rotation of writers, having to get each new one up to speed, and winding up with countless errors and inconsistencies despite their effort. I developed comprehensive brand backgrounders for each of the 9 rare disease brands. These included: scientific background about the disease and therapy; a competitive overview; annotated MLR-approved claims; style guidelines, and lots more. These 9 Brand Managers became agency enthusiasts within 2 months. (My account partner will attest to this.) These backgrounders are now known as "Brand Navigators: A tool to onboard new teammates and keep them on board" and remain an offering to clients and teams in need.
ICCVP, Associate Creative Director
Sep. 2009 - Apr. 2010Parsippany, New JerseyLed the Sepracor business, which included: OMNARIS (nasal allergies), BROVANA (COPD), XOPENEX (asthma rescue), ALVESCO (asthma maintenance), LUNESTA (sleep aid), and the halted launch of STEDESA (epilepsy). Won 2010 Rx Club Award of Excellence for my BROVANA campaign.
Wishbone-ITPSVP, Creative Director
Dec. 2008 - Sep. 2009New York, New YorkLed the Meda Pharmaceutical allergy business, which included the professional launch of ASTEPRO 0.15% (nasal allergies) and OPTIVAR (ocular allergies). Won the 2010 Rx Club Award of Excellence for my ASTEPRO 0.15% launch campaign.
GSW WorldwideVP, Creative Director
Jan. 2008 - Nov. 2008New York, New YorkLed the professional global launch of TREDAPTIVE/CORDAPTIVE (a niacin-based cholesterol-lowering drug) for Merck, as well as its unapproved US launch. Also led the MIRENA (intrauterine contraceptive) and YAZ (oral contraceptive) business from Bayer Women’s Health.
Commonhealth/CarbonVP, Group Creative Director, Copy
Jan. 2005 - Jan. 2008Parsippany, New JerseyLead writer for all Wyeth Consumer Healthcare’s OTC portfolio, which included ADVIL, ALAVERT, CALTRATE, CENTRUM, DIMETAPP, and ROBITUSSIN. Won several awards for the work I created (see below). I was also the lead writer for the launches of 2 post-menopause therapies: ENJUVIA (oral estrogen) and BIJUVA (vaginal estrogen, which failed to gain FDA approval). I also supervised 2 additional contraceptive brands, NUVARING (vaginal contraceptive ring) and IMPLANON (implanted contraception, delayed launch).
Integrated/PaceVP, Group Copy Director
Jan. 2004 - Dec. 2005Parsippany, New JerseyLead writer for the Schering respiratory business, which included FORADIL (COPD) and the launch of ASMANEX (asthma maintenance). I also worked on the US and Global DIOVAN (antihypertensive) brand.
Pacific CommunicationsVP, Associate Creative Director
Jan. 1999 - Dec. 2003Costa Mesa, CaliforniaLead writer for the agency’s ICN brands, which included the award-winning launch of GLYQUIN (hyperpigmentation), NLITE (anti-aging laser), the re-launch of EFFUDEX (actinic keratosis), the launch of VITAL ELEMENTS (post-procedure skin care), KINERASE and GLYDERM (derm-dispensed skin care). Also lead writer for the launch of the first medical food for cardiovascular health, HEARTBAR, the halted launch of CELLEGESIC (chronic anal fissure pain), and the delayed launch of RESTASIS (chronic dry eye), which included their unbranded and branded websites for both healthcare professionals and consumers.
Robert A. BeckerVP, Group Creative Director, Copy
Jan. 1996 - Dec. 1999New York, New YorkSuccessfully launched FLOMAX (benign enlarged prostate) with an award-winning television and print campaign to consumers for Boehringer Ingleheim and WELLSKIN, a line of physician-dispensed skin care from Glaxo Dermatology to derms and plastic surgeons. Developed an innovative female-focused educational campaign for HABITROL (smoking cessation), which addressed the unique needs of female smokers.
Sudler & HennesseyVP, Copy Supervisor
Jan. 1996 - Dec. 1996New York, New YorkCreated the award-winning TV campaign for VYTRA HEALTHCARE, one of the area's first managed care organizations, which also included print, radio, and collateral materials.
Gross Townsend Frank HoffmanCopy Supervisor
Jan. 1993 - Dec. 1996New York, New YorkLaunched FLUMADINE (first Rx anti-flu medicine) with humorous radio and unprecedented Day-After-Recall scores vs non-pharma brands. Launched HAVRIX (first hepatitis A vaccine) to consumers and created dramatic television commercial for the Indigent Patient Program at Bristol-Myers Squibb using a real patient. Launched TIAZAC (antihypertensive) from Forest.
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