Needed cost-effective new programs to broaden market and reach 900,000 drug-resistant epilepsy patients with Vagus Nerve Stimulator Therapy message. Small target audience was difficult to reach cost effectively with lack of broad-reaching targeted communication vehicle.

Led development of VNS Therapy resource center on WebMD.com. Paired cross-functional team with outside vendors in creating site with patient information and a lead-generation program.

Achieved $450,000 revenue representing 2,600 leads and 30 implants with VNS Therapy resource in first two-and-one-half quarters of operation. Made continuous improvements to program and updated original ROI forecast based on actual data as needed.

Website for $100 million company selling neurostimulators contained mixture of corporate, patient, and physician information. Significant amount of information made site difficult to navigate.

Led cross-functional team paired with outside vendor to create VNS Therapy-branded site to include patient education and lead-generation program.

Generated $900,000 annual revenue by creating new, easy-to-navigate patient information site. Continued to add navigational improvements to site as warranted.

Sales force found it difficult to convey business value of extremely complex product family. Enterprise reseller sales force inexperienced selling storage area networks.

Led development of customer education campaign for network storage solutions centered on e-marketing tools, including interactive/video CD-ROM designed to appeal to business audience.

Directed campaign that catapulted division from eighth to fifth in storage software sales and recognized as one of the most successful selling tools in Compaq’s $9 billion network solutions division.

E-commerce market for small to medium business was exploding. Company wanted to capitalize on opportunity to sell e-commerce and web servers to market. As primarily large enterprise player, company did not have well-developed program to meet needs of small and medium businesses.

Identified new and untapped e-commerce market for sale of web servers and services to small businesses wanting e-commerce storefront. Launched web-based “Club Web” to link prospects to resellers, software partners, and ISPs.

Achieved $25 million server sales first six months of operation as result of innovative internet marketing program.

Prescribing neurologist base for VNS Therapy device had leveled off, but epilepsy patients highly motivated to seek new therapies. Small target audience of drug-resistant epilepsy patients (900,000) made potential patients hard to reach cost effectively. Each program had to generate at least 2:1 ROI.

Crafted integrated direct-to-patient marketing campaign consisting of patient direct mail, viral marketing,WebMD.com resource center, pharmacy newsletter, VNS Therapy branded website, patient events, and grass roots public relations program.

Monitored individual program results and tested new programs such as physician waiting room magazine cover wrap program to result in added reach to epilepsy patients and caregivers. Campaign generated approximately 475 implants and $8 million in incremental revenue annually.

Low incidence of drug-resistant epilepsy patients made reaching epilepsy patients with VNS Therapy message difficult using traditional media. Small initial marketing budget required precise target marketing to generate positive ROI.

Developed pharmacy-direct response ad program attached to targeted prescription refills. Monitored call center results and modified ad copy and offers when call center volume dropped off.

Program generated 64 implants and $960,000 annual revenue.

Existing direct-sales channel for clinical nutrition supplements relied solely on physician referrals and lacked growth potential. Nutritional supplements unavailable through retail outlets.

Identified and exploited new direct-marketing channel using niche publications, direct-marketing techniques, telemarketing, direct-response advertising, and sampling to broaden sales.

Expanded sales $800,000 in first year of operation.

Existing patient information video was outdated and lacked motivational appeal. Became necessary to create informational video for caregivers. Budget was limited.

Managed outside agency to revamp and update VNS Therapy patient education video and create additional caregiver version. Video combined physician explanation and patient experiences, and proved to be highly successful.

Increased patient video requests to record high of 3,000 per quarter due to appeal of new motivational format. Patient information significantly contributed to annual $8 million direct-to-patient program revenue.

Individual product advertising campaigns developed by four business units presented inconsistent and confusing messages to customer. Each business unit implemented individual advertising techniques.

Built consensus with product marketing managers to develop new advertising strategy with unified enterprise family approach across all product families.

Achieved record sales of $7 billion for N.A. enterprise solutions and services division and increased brand awareness of Compaq as enterprise solutions provider.

New clinical nutrition joint venture between Global 500 Baxter Healthcare and Nestle S.A. with global sales of $100 million created need to develop awareness for new brand. Dominant competitor had 50% market share in enteral nutrition.

Designed and implemented corporate identity campaign encompassing advertising, public relations, packaging, and all collateral materials. Campaign leveraged attributes of existing brands to promote joint venture. Added special joint venture seal on all packaging to aid brand awareness.

Achieved number two industry position and increased sales more than $300 million by implementing corporate branding campaign.

Fiberglas residential ceilings had only 2% awareness level among consumers and 5% market share. Market leader Armstrong had more than 50% market share.

Developed integrated spot television advertising and sales promotion program in 24 markets, which positioned Fiberglas ceilings as "They Won't Believe You Did It Yourself Ceilings.” Sales promotion featured discount on popular patterns in line for consumers as well as free dealer-listing ads and merchandising materials for trade.

Increased sales $3.4 million (34%) in 24 spot television markets during six-month period. Evaluated additional markets for rollout.

Competition had portrayed storage area networks as complex and expensive. Sales force was looking for a way to contravene dominant competitor controlling more than 50% of market for proprietary systems.

Led cross-functional team to design marketing materials and campaign simplifying complex storage area network (SAN) system. Focused on cross-product solutions to promote products as entry points for sales force. Incorporated e-marketing tools, success stories, and white papers with reseller kits and direct mail campaign.

Generated $120 million in incremental revenue worldwide and achieved three-point market share increase by designing and managing marketing campaign. This contributed to 88% unaided brand awareness rating for Compaq Storage by InfoWorld magazine.

Phonak U.S. was $300 million niche manufacturer of high-end hearing aids. Necessary to penetrate economy class market to expand market share. Market penetration proved difficult, as company perceived as premium price manufacturer.

Developed launch program consisting of direct-mail marketing and introductory promotional offers for new economy-priced hearing aid with business-class features.

In three-month pre-launch to 100 accounts, sold 2,000 units representing $726,000 in revenue, ensuring that $8 million annual revenue goal would be met due to innovative product launch plan. Product positioning was compelling. Achieved introductory launch goals without heavy price promotion.