Description
SUMMARY * A motivator of brand growth through deep understanding, insight and enlightenment * Passionate detective, savvy planner and stimulating brandologist with wide experience * Great nurturer of client relationships and team growth via partnering, mentoring and workshops * Creative collaborator with an imaginative, exacting ear/eye for language and visual content * Digital and social network facility to build following, communities, and general attraction DAILY TRIUMPHS Customer & competitive research, qualitative studies (intercepts to ethnography), quantitative analysis, brand audits, copy and creative testing, cross-channel digital tactics, positioning, branding, product launch and development * Applied training in Gestalt, Ericksonian and Archetypal Mask therapies to explore the psychology of Identification & Attachment in consumer and professional perception and behavior * Built significant growth in awareness, trial and usage for healthcare clients (OTC & Pharma) * Led hundreds of interviews (IDIs & groups) in customer, patient, caregiver, HCP US & Global studies CAREER HIGHLIGHTS Developed iconography and launch modules for Bank of America staff and retail on brand philosophy and grew B2B micro-site visits and signups for electronic banking Drove competitive campaign for Datek Online to spike subscriptions and a buyout by Ameritrade Led effort to expand patient-centric programs and interface with global Diabetes client, resulting in significantly higher patient awareness and trial Won Novolog DTP account on Desire strategy, and drove a big rise in patient site visits and HCP prescriptions by introducing all patients to better-delivered insulin Helped Samsung gain significant rise in IT Reseller market for printers and monitors Revamped winning Celebrex pitch campaign via insight on assumptions about Rx pain relief, resulting in large growth in awareness and patient requests Won pitch campaign for new Excedrin Tension tabs by leveraging the 'evolution of stress' Grew new research business from Merck to refine Vytorin's DTC advertising strategy, and from Novartis to assess osteoporosis patient treatment behavior. Explored marketplace and positioned Symbicort for Astra Zeneca during Phase 2 and 3 trials CATEGORIES Arthritis, Asthma, Cachexia, Cancer (RCC), Clostridium Difficile, COPD, Depression, Diabetes, Hereditary Angioedema, High Cholesterol, Hypertension, Migraine, Obesity, Osteoporosis, Pain, Parkinson's, RLS Plus Banking, CPG, Foods, Home Entertainment, Insurance, Investing, IT Products, Mortgages, and more CURRENT WORK Regional Marketing / Sales Director of The Resident Portal, a HIPAA-compliant application for EHRs & connectivity in senior residences between residents, family, prospects, staff, HCPs and corporate Launching start-up for tributes, life celebrations and storytelling with journalistic aspects. Pro bono brand messaging work with three healthcare groups: Carcinoid Cancer Awareness Network, The Collaborative (substance-free teen program), RxAccess (340B prescription program). Upper West Side NYC (212) 222-2503 Hannes.Krarup@gmail.com Hannes Krarup Research, Strategy, Branding
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