I have more than twenty years experience writing creative material
across diverse communication mediums for a wide range of audiences.

Long form

Click on each category below to view work samples:


Chapters Ahead

I proofread, edited, and provided writing exercises for Jot It Down Project, a how-to guide for a community-based writing club for people with developmental disabilities.

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Creative presentations

An annual promotional campaign challenging an elite group of financial advisors to qualify for the company’s Sales Invitational held at an exotic destination — tactics were developed to fit three phases: pre-event, at-the-event, and post-event.

Read the conceptual and strategic thinking behind the creative process - click here to view PDF


A project aiming to generate more leads with first sale advisors by leveraging business-building support messages and benefits of existing loyalty programs. 

Read the conceptual and strategic thinking behind the creative process - click here to view PDF


A full page color ad published in the Business Record congratulating three of the company’s associates who made the Forty Under 40 list, an event showcasing individuals within the Des Moines community who impact business and civic organizations in a positive and energetic way.

Read the conceptual and strategic thinking behind the creative process - click here to view PDF


Financial industry

A client guide featuring a universal life insurance policy that provides long-term care coverage along with a death benefit.

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LandAsYourLegacy

A value proposition brochure used by the salesforce to prospect for advisors who may be a good fit for the Land as Your Legacy Program, a comprehensive transition planning program for farmers and ranchers.

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Sales ideas - click on each pdf to read:   #1   #2   #3   #4   #5   #6   #7


Creative concepts

Eastgate Shopping Center wanted to be seen as the premiere shopping destination for international tourists arriving at Johannesburg International Airport. I developed the concept Africa Under One Roof and wrote copy for multiple campaign elements, including large wall posters in the airport's arrival hall and pamphlets with discount coupons handed out by luggage porters and taxi drivers to visiting tourists.

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Corporate communication

S&R Communications, a full-service healthcare communications company, hosted a marketing seminar featuring two esteemed academic speakers on the topic of the fast-changing healthcare industry. The formal invitation to business leaders aimed to boost the agency’s profile as an innovative role player in the pharmaceutical industry.

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FCB Healthcare West and their NYC office created a branded new business development brochure promoting them as the leading US healthcare agency with full-service offices on both coasts. I developed the content for a boxed collection of mini booklets outlining the company's philosophy, bios of key personnel, and case-study statements of branded programs across various therapeutic areas: epilepsy, rheumatoid arthritis, interventional surgery, oncology, and multiple sclerosis. Click on image to enlarge


Pharmaceutical advertising

Rare Diseases

Accurate diagnosis of rare diseases remain difficult, highlighting the need for education and support to ensure physicians recognize the symptoms and patients get the treatment they need.

Aegerion Pharmaceuticals

  • Juxtapid (lomitapide) capsules, a microsomal triglyceride transfer protein inhibitor for treatment in patients with homozygous familial hypercholesterolemia (HoFH)

I wrote copy for an information booklet guiding HCPs to help their HoFH patients on Juxtapid manage the disease and comply with treatment.

Click on image to enlarge. Click on pdf to read.


Alexion Pharmaceuticals, Inc.

  • Kanuma (sebelipase alfa), intravenous infusion for treatment in patients of all ages with lysosomal acid lipase deficiency (LAL-D)

Based on previously approved message platform, I devised a compelling sales story flow that reps could use to introduce this breakthrough therapy to physicians.

Click on image to enlarge. Click on pdf to read.


Infectious Diseases

Bristol-Myers Squibb

  • Videx (didanosine) and Zerit (stavudine), nucleoside reverse transcriptase inhibitors for use in combination with other antiretroviral agents for the treatment of human immonodeficiency virus (HIV)-1 infection

I coordinated the design and medical writing for our client’s HIV/AIDS Train the Trainers Manual. The strategy aimed to establish a caring, compassionate, and stigma-free society acting in solidarity and working together for the benefit of all those infected with, or affected by, HIV/AIDS.


Bristol-Myers Squibb

  • Amikin, anti-infective treatment for infections caused by bacteria
  • Cefacidal, broad spectrum antibiotic for surgical prophylaxis
  • Cefril, first-generation cephalosporin antibiotic for Gram-positive and Gram-negative bacteria

An assortment of sales aids and other promotional literature for use in both hospital and general practice settings.


Women’s Health

Schering (Pty) Ltd

  • Climen and Climara, hormone replacement therapies (HRT) for natural occurrence and surgically induced menopause 

A campaign aimed at gynecologists to help promote the client’s HRT brands. Elements include a sales aid, patient booklet, dosage card, and appointment calendar.


Kimberly Clark

  • Depend® Be Sure*√ , a range of disposable products for urinary incontinence

An ad featuring a range of products that offer discreet protection for people suffering from urinary incontinence. A pamphlet educating consumers on the causes and management of the condition.


Schering (Pty) Ltd

  • Femodene ED, low-dose monophasic oral contraceptive
  • Triodene ED, low-dose triphasic oral contraceptive

The lifestyle themes of these two brands were updated with a more playful style using images and headlines that allude to the needfor responsible contraceptive control. A series of patient booklets demonstrate that Schering takes women health issues seriously.


CNS/Neurology

Zeneca Limited

  • Suprane (desflurane), a general inhalation anesthetic

At a time when direct promotion was still allowed, we developed a year-long incentive scheme to retain the client’s key sales staff and encourage them to promote the drug to anesthesiologists. Campaign elements included a sales aid, leave-behind user manual,  and a series of 7 booklets outlining case studies.


Bristol Myers-Squibb

  • Serzone (nefazodone hydrochloride), an SSRI antidepressant

Using an outdoors theme, our survival-based challenge aimed to keep the product top-of-mind with psychologists and general practitioners, as well as encourage sales reps to increase their sales.


Cyberonics Inc.

  • VNS Therapy System, an adjunctive therapy for reducing the frequency of seizures in adults and adolescents over 12 years of age with partial onset seizures refractory to antiepileptic medications

I initiated research into the specific needs of caregivers and patients. Based on my findings, I wrote monthly newsletters featuring case studies together with information about the implantable device, advice to caregivers, and support information for patients.


Pediatrics

Bristol-Myers Squibb

  • Prozef (cefprozil), a broad-spectrum cephalosporin antibiotic for treating persistent and recurrent acute otitis media

After successfully establishing a cartoon mascot, Otis the Elephant, the campaign evolved to feature photographic depictions of elephants in the wild.


Cardiovascular

Roche Products (Pty) Ltd

  • Inhibace (cilazapril), monotherapy ACE inhibitor
  • Inhibace Plus (cilazapril + hydrochlorothiazide), combination ACE inhibitor

Based on the trials of each therapy - treatment of hypertension and chronic heart failure - a series of two-page sales aids sets out the products’ features and benefits.


Dermatology

Bristol-Myers Squibb

  • Mycostatin/Kenacomb/Kenalog (nystatin / nystatin and triamcinolone acetonide / triamcinolone acetonide), various antifungal treatments

To promote our client’s range of suspension, cream and tablet formulations for treating fungal infections, this sales aid highlights the various product properties, anchored by the headline: From Top to Bottom and Inside Out.


Cilag GmbH International

  • Piz Buin, a range of sunscreen products

The client wanted to be seen as a specialist bringing a responsible approach to sun protection. An intellectual tone educated consumers about Sun Protection Factor (SPF), while aspiration was created by showcasing the product range as a sexy, high-class, and innovative sunscreen solution for various weather conditions and application needs.


Generics

Adcock Ingram

By the time drugs come off patent, their features and benefits are well-known to patients and providers. Since generics manufacturers profit from the previous marketing efforts of the brand-name drug company, their promotions tend to focus more on price than on features and benefits.


Ophthalmology

Allergan

  • Acular (ketorolac tromethamine ophthalmic solution), nonsteroidal anti-inflammatory drug (NSAID) for ophthalmic use to reduce ocular pain and burning or stinging following corneal refractive surgery

A series of mini sales aids using data from studies that showed significant reduction of ocular pain and burning after photorefractive keratectomy surgery.


Rheumatology/Arthritis

Xixia Pharmaceuticals (Pty) Ltd

  • Relisan (Nabumetone), anti-inflammatory, analgesic, and anti-pyretic treatment of rheumatoid arthritis and osteo-arthritis

A series of five mailers with a golf theme asking the question, “What is your patient’s handicap?” The campaign included a competition that physicians could enter to win a top quality golf bag (back when you could do that sort of thing).