CASE STUDY- Lundbeck Alzheimer’s Disease Clinical Trial Advertising

On May 2015, as a marketing manager at MediciGlobal, I had the opportunity to create high-impact advertising result for an Alzheimer’s Disease clinical trial project – Phase IIISTARSHINE and STARBEAM. Currently, Lundbeck pharmaceutical is utilizing the same targeted advertising started and initiated on early May 2015.

CASE STUDY: Alzheimer’s Clinical Trial – Phase III Study

SITUATION:  With increasing competition for limited Alzheimer’s patients and strong clinical trial relevance knowledge across the various Alzheimer’s clinical trials, Lundbeck Pharmaceutical needed an effective patient recruitment for their already +3 months delayed Phase IIIa mild-to-moderate Alzheimer’s study. To increase its patient recruitment effort, the company consulted with MediciGlobal, which is now acquired by BioClinica Inc.

RECOMMENDATION: Through understanding of patient lifestyle and focusing on patients’ perspective, I evaluated targeted keywords and online content, analyzing more than +400 various websites – through SEO/SEM, Live Website Traffic, other tools – and recommended the top websites for permission marketing strategy. By focusing on the content leadership and analyzing website traffic, I recommended the integrated marketing strategy of utilizing both content leadership and influencer marketing techniques:

  1. Keyword Advertising through Google Ads & Yahoo Ads
  2. Sponsored Ads within Alzheimer’s Reading Room

I contacted a top Alzheimer’s Disease blogger, Bob DeMarco, who resides in Florida, directly and persuaded him in placing Alzheimer’s clinical trial ad within its website.

Through series of conversation and improving marketing messages, we placed our sponsored banner. With specific targeted audience, Alzheimer’s Reading Room created more than +50,000 visitors within 2 weeks, creating highly relevant content advertising and recruited the Alzheimer’s Patient more effectively than Google or Facebook. Most importantly, we’ve spend only $4000 for 2 months, with 200% ROI, and increased clinical trial website visits from 20 visits per day to +400 visits per day, creating both engagement and content relevance. With the total of +35,000 web traffic per week, Alzheimer’s Reading Room creates a hub of knowledge, combined with more than +5000 articles published in the last 5 years since 2011.

Shown below are the content in relation to my work and advertising effort done to promote Lundbeck Alzheimer’s Disease PHASE III Clinical Trials.


Email Contact to Bob DeMarco
In 2015, May 2, I contacted Bod DeMarco in developing a targeted advertising for Alzheimer’s Clinical Trial for LundBeck PHASE III clinical trial.


Visit for Alzheimer's Clinical Trial Banner Ad
Following is the Alzheimer’s Reading Room website traffic on weekly basis. On Regular basis, the website brought in more than +35,000 web visitors, accumulating nearly 150,000 visitors. The website has currently more than +95,000 shares on social media, across Facebook, Twitter, Bloggers, and other websites. 

Currently, Alzheimer’s Reading Room continues to place targeted Ad – which is the Axovant Science Alzheimer’s Disease clinical trial. (You can visit the website and check:

Since 2015, Alzheimer’s Reading Room has sponsored Alzheimer’s Clinical trial for Lundbeck Phase III Study – MINDSET –

What is Brand Value Chain Model?


Brand Value Chain is a structured approach to assessing the sources and outcomes of brand equity and the way marketing activities create brand value . It is based on several premises. #brandvalue #marketing #brandbuilding 

Brand value creation begins when the firm targets actual or potential customers by investing in a marketing program to develop the brand, including product research, development, and design; trade or intermediary support; and marketing communications.

We assume customers’ mind-sets, buying behavior, and response to price will change as a result of the marketing program; the question is how.

The investment community will consider market performance, replacement cost, and purchase price in acquisitions (among other factors) to assess shareholder value in general and the value of a brand in particular.

The model also assumes that three multipliers moderate the transfer between the marketing program and the subsequent three value stages.

A) The program multiplier determines the marketing program’s ability to affect the customer mind-set and is a function of the quality of the program investment.

B) The customer multiplier determines the extent to which value created in the minds of customers affects market performance. This result depends on competitive superiority (how effective the quantity and quality of the marketing investment of other competing brands are), channel and other intermediary support (how much brand reinforcement and selling effort various marketing partners are putting forth), and customer size and profile (how many and what types of customers, profitable or not, are attracted to the brand).

C)  The market multiplier determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value. It depends, in part, on the actions of financial analysts and investors.

1) Kevin Lane Keller and Don Lehmann, “How Do Brands Create Value,” Marketing Management (May–June 2003), pp. 27–31.

2)Marc J. Epstein and Robert A. Westbrook, “Linking Actions to Profits in Strategic Decision Making,” MIT Sloan Management Review (Spring 2001), pp. 39–49;

3) Rajendra K. Srivastava, Tasadduq A. Shervani, and Liam Fahey, “Market-Based Assets and Shareholder Value,” Journal of Marketing 62, no. 1 (January 1998), pp. 2–18;

4) Shuba Srinivasan, Marc Vanheule, and Koen Pauwels, “Mindset Metrics in Market Response Models: An Integrative Approach,” Journal of Marketing Research.

How to Develop Promotional Marketing Strategy – Step by Step

Promotion is one of the key elements of the marketing mix. It deals with any one or two-way communication that takes place with the consumers. I will discuss about promotional marketing in detail and how developing a promotional strategy for your business focuses on advertising and other ‘pull’ tactics.

Developing a promotional strategy

Deciding on a marketing communications strategy is one of the primary roles of a marketing manager and it involves some key decisions about: (1) who the customers are, (2) how to contact them, and (3) what the primary message should be. These questions can be answered using a three stage process, which is equally relevant for all elements of the marketing mix (STPM):

Segmentation:  Helps divide the marketing into distinct groups

Targeting:  Decide which of these groups to communicate with, and how to talk to them

Positioning:  How the product or brand should be perceived by the target groups

Messaging:   Delivering a specific message in order to influence the target groups

1. Segmentation

Dividing potential customers into discrete groups is vital if you want to increase the success rate of any communications message. Segmentation helps you answer:

  • Who are the potential customers?
  • How many sub-groups should you divide them into?
  • How do these groups differ?

Once you have an idea of the customer, you need to focus on specific details on the target consumer. Examples of question you would need to answer are:

  • What are their media consumption habits?
  • What are their expectations and aspirations?
  • What are their priorities?
  • How much disposable income do they have?
  • What are their buying habits?
  • Are they likely to have children?
  • How many holidays do they take a year?
  • How much money do they give to charity?
  • How can you help them?

This information can be obtained in a variety of ways, from commissioning a specialist market research agency, to examining sales patterns or social media interactions.

Commonly used market research methods include:

  • Sales analysis and buying patterns
  • Questionnaires
  • Desk research
  • Website statistics, especially social media
  • Focus groups
  • Face-to-face interviews
  • Specialist market research companies


2. Targeting

Targeting is the process of communicating with the right segment(s) and ensuring the best possible response rate.

  • Does the methods you use to target your audience relate to your marketing plan objectives?
  • Does your marketing communication generates awareness of a new product, or attract new business clients?

Above two are few critical questions to ask in using the different marketing communication methods and knowing how to effective utilize marketing communication can determine the success of your promotional marketing strategy.

Methods of marketing communications

There are several ways to increase the company’s exposure across various channels:

Advertising – a mass media approach to promotion

  • Outdoor
  • Business directories
  • Magazines / newspapers
  • TV / cinema
  • Radio
  • Newsagent windows

Sales promotion – price / money related communications

  • Coupons
  • Discounts
  • Competitions
  • Loyalty incentives

Public relations – using the press to your advantage

  • Press launches
  • PR events
  • Press releases

Personal selling – one to one communication with a potential buyer

  • Salesmen
  • Experiential marketing
  • Dealer or showroom sales activities
  • Exhibitions
  • Trade shows

Direct marketing – taking the message directly to the consumer

  • Mail order catalogues
  • Bulk mail
  • Personalised letters
  • Email
  • Telemarketing
  • Point of sale displays
  • Packaging design

Digital marketing – new channels are emerging constantly

  • Company websites
  • Social media applications such as Facebook or Twitter
  • Blogging
  • Mobile phone promotions using technology such as bluetooth
  • YouTube
  • E-commerce

3. Positioning

Positioning is the process of developing an image for your company or product in comparison with the competing brands. Combining all elements of the marketing mix to provide the full picture is very important. Your company’s positing should be in-sync with all areas of your business for generating successful and great customers’ expectations in the way you hope. Positioning also considers the competition – it would need to answer “Why your products/services are unique in the marketplace and better than your competition?”.

Branding and messaging

Branding is a powerful tool for positioning your product and often used on almost all customer facing elements of a product- including the packaging design, logo, writing style, symbol, jingles and more. Every message a customer receive must add up to form a mental picture of your brand and can influence the price they are willing to pay for your products. This ability to charge more due to the unique position of your product is “brand equity“. Your branding also needs to consider your unique selling points (USPs) and ensure these are easily recognised through your messaging – is your product the best value, longest lasting, sweetest smelling or fastest?

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Book Reading During 2016 Labor Day Weekend

This week, while taking a break from the Labor Day weekend, I had the opportunity to read the book “The 5 Love Languages: The Secrets to Love that Lasts”. It helps you refocus on how to love another person or remind you the love you did in early dating period.

People have been in many relationship – both trivial and serious. But in many relationship that lasts long time, there are several commonalities. Some of these common themes were (1) Words of Affirmation, (2) Act of Service, (3) Affection, (4) Quite Time, and (5) Gifts.

These commonalities, which are foundation for lasting love relationship, originate from several observations that Gray Chapman made, as the author of “The 5 Love Languages: The Secret to Love that Lasts”.

Words of Affirmation:
You need to express your love. Most people feel most cared for when their partner is open and expressive in telling you how wonderful they think you are, and how much they appreciate you. Expression and communication are essential foundation for lasting relationship.

Acts of Service:
Small act of sharing someone’s duty is act of service. For example, if your wife has to do laundry and dish-washing, along with taking care of the kids,  then as a loving husband, you should take time to lessen her housework. Give a hand by taking care of the kids, or doing the dishes without her asking.


You simply must “show and act”. A warm hug, a kiss, touch, and sexual intimacy make you feel most loved when this is your love language. More affectionate you are, the more your partner will feel loved.

Quality Time:
This is about being together, fully present and engaged in the activity at hand, no matter how trivial. Learn to stay next to your loved one, whether she/he is simply resting. Sometimes quite time together is as important as fun and activity time.

Take sometime in your busy life to remind your loved one by buying a small gift. A simple gift, such a cup of coffee or a flower or a chocolate, to your loved one is good enough. Just remind your loved ones that they are appreciated.

This book is really wonderful and great to read – both logically and emotionally relating. It is important to relax, read and learn about building relationship in this busy, demanding, work-driven world.

Hope everyone have a great Labor Day weekend!
Say “I love you to your parents” or to your loved ones if you have time.

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Featured in Korea – PR Pitching

Back in 2016 May, I emailed several Korean news reporters, requesting to feature the startup company SelfScore. It was rather crude approach, but most growth marketing, at its infancy, focuses on building traction that brings in results.

If I was given $0 dollar to advertise or build a brand, the best I can do are the following:
1. Create a blog – Posting daily on the Finance Tech, Credit Cards and SelfScore
2. Pitch to News Journalist/PR News writers/Bloggers about SelfScore
3. Push out a syndicated information across Medium or other web free resources to create more buzz
4. Build SNS – Twitter, Facebook, Linkedin, Google+, YouTube

Out of the these four basic tools for creating initial small traction, the 2nd approach is the hardest, since there is no way to measure the growth from statistical perspective. Every growth marketer or brand manager wants to measure the success – we need to keep track of “buzz” or “mentions. The 2nd approach is also hit-and-miss method that most people don’t use. Why? Since it is relatively hard to persuade a reporter to write a news article on your website. Yet, when done right, it can bring in higher growth attraction in the long-term.

By following up on various Korean news reporters and asking them to feature SelfScore, I was able to feature SelfScore in various Korean news site, including:

1. Yonhap News (Korea’s Largest Newspaper Network) 


2. Korean IT News

3. MSN Korea News유학생에-신용카드-발급-美-핀테크-영리한-도전/ar-BBt3k7M

People say “Marketing is Easy”, but that is when marketing, in concept, is easy to build. But when in real-life, it is hard to create synergy between a brand and product marketing with positive impact, along with no advertising budget.

Getting result is easy when you have a $100,000 marketing budget, but if you have no budget, how would you solve your basic marketing/marketing problem?

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P.S I am proud Boiler Maker #PurdueMBA