Strategic leadership, Creative leadership, Corporate communication
Resume:
Nick Calandrillo
Life Sciences Creative/Marketing
Professional
Professional Summary
I became involved in advertising early in my life and quickly understood that the creative product was all about selling—be it a product or service—moving the needle. After several years of freelance art direction and graphic design, I eventually became the creative director for an advertising agency handling the FedEx print business. FedEx quadrupled its package delivery business within six months based
on highly focused marketing and creative strategies.
At Lederle’s in-house agency, LeDa, I was promoted to lead creative director. During my time there, the agency grew from 6 employees to over 80 within 24 months, with billing increased by 400%. This growth directly resulted from pitching for the business and winning it.
Soon after Leda, I started my own agency, Metaphor. Focused on the healthcare industry, Metaphor’s early clients included Novartis, J&J, Konica Medical, Boehringer Mannheim, Taro Pharma, Ethicon Endo-Surgery, Ortho-McNeil, and Janssen. In 2001, based on result-oriented brand success, Metaphor became the agency of record for Reliant Pharmaceuticals. In an 18-month period, the agency grew from 10
to 30 employees, with yearly billings reaching 7 million dollars.
Throughout my career, I have been unwavering in my commitment
to develop advertising campaigns of the highest quality. I have consistently strived to break through the clutter and make a difference in the industry. My approach is driven by a deep understanding of the business, science, data, and analytics, which has led to my dynamic and innovative creative approach. I am always asking the right questions to ensure we deliver the best results.
My ability to work with team members on both sides is unquestionable. Cognizant of the business oversight placed on the agency, I am extremely sensitive to resource allocation and the on-time, on-budget delivery of projects that positively affect the bottom line… results-driven creative.
Contact
Address
Newton, NJ, 07860
Phone
*.***********@******.***
LinkedIn www.linkedin.com/in/nick- alandrillo-aa7117/
Portfolio
www.nickcalandrillo.com
Skills
Strategic leadership
Creative team leadership
Creative Direction Art Direction Graphic Design
Campaign development Web Design
Complex problem solver Marketing expertise Photoshop
Adobe Suite PowerPoint Photography Photographic Editing Video Editing
Strengths
•I utilize my creative ability in various ways, focusing on critical areas that will positively affect sales.
•The ability to gather product intel, and begin the process
of analyzing the market and the competition and beginning
to profile the target audiences.
•Leadership of Art Directors and Copywriters down the
path to exceptional, original ideas that are sound, strategic, and aligned with the creative and strategic directives.
•Always striving to inspire creative teams with positive reinforcement and respect to leverage team members' strengths.
•I possess an in-depth understanding of the legal, regulatory, and medical review process. I have also been engaged with and completed the Sunshine Act training initiative.
Work History
Creative Director/Strategist
2018 to Sparks Will Fly
Present Providing creative direction, art direction, design, and production on a project basis, including optimizing social and digital media.
Clients:
Metuchen Pharmaceuticals – projects
-metuchenElab.com, Rep learning center
-Corporate video
www.youtube.com/watch?v=n8Q1w2Rxlg8
Market Modelers – Various projects
Citius Pharma – Various projects
Creative Director
2014- Spark Life Science
2017 Responsibilities included creative development, staff supervision, creative supervision, concept development, marketing plan development and supporting tactics, and program development and implementation across traditional and digital platforms.
Major accomplishments: The launch of BD Veritor and Veritor Plus Systems was touted as the most successful launch in BD history, exceeding the forecast by 300%.
Client AOR assignments:
Akrimax Pharmaceuticals – Tirosint
Tirosint is a hypothyroidism oral gel cap. The product was not affected by gastric pH, while the competitor, Synthroid, was affected by gastric pH. The product was positioned as a pure alternative. In addition to the other levothyroxine tablets contain a variety of excipients such
as wheat starch (gluten), lactose, sugars, dyes, and talc. In addition, all competitors were affected by gastric pH. With these differentiating features, Tirosint gained unexpected market share.
Becton Dickinson – Veritor System; Veritor Plus System (Launch)
The Veritor Plus system was developed to transmit test results from satellite offices and clinics
to corporations for tracking and billing. The agency developed a series of marketing materials that clearly communicated the advantages of the network Veritor Plus option. Once again, sales far exceeded the forecast.
Mist Pharmaceuticals – Stendra (Branded ED product against generic Viagra and Cialis) The client insisted the 15-minute onset was the key to success despite extensive research recommendations. At a cash pay of $20.00 per dose vs. the generics at $1.00 per dose.
Chief Creative Officer
1997- Metaphor Incorporated
2014 Responsibilities included managing and supervising Associate Creative Directors,
Art Directors and Copywriting staff. Establish strategic direction, oversight of creative direction, branding, programs, and tactics that support the product positioning, strategic plans, and marketing plans across traditional and digital platforms.
Major accomplishments: Leveraged long-standing client relationships based on the development of result-driven creative. Metaphor grew from 10 to 30 FTEs in an
18-month period, resulting in agency billings of over 7 million dollars.
Client AOR assignments:
DePuy Mitek – OrthoVisc
During the first 12 months of Metaphor’s rebranding efforts, OrthoVisc sales doubled
without increasing sales force or promotional spend. What did we do? We focused on
the product’s differentiating features, making complex concepts easy to comprehend.
Reliant Pharmaceuticals – Lescol XL; DynaCirc and DynaCirc CR (launch) Innopran XL (Launch)
Metaphor had been the agency for DynaCirc for a year when DynaCirc CR was approved by the FDA. Within 12 months, CR achieved sales of over $170 million and grew monthly, eventually exceeding $300 million yearly. Lescol XL was up against Lipitor with 4 dosage strengths. Lescol XL had one dose and would reduce LDLs by 38%, maximum. Metaphor defined the patient by stating the true LDL reductions…the patient type. Physicians now knew which patients Lescol XL would benefit. Sales soared to just under $400 million
per year.
Myriad Genetics – Corporate Website; Colaris and Colaris AP and direct mail campaign Until the Raise the Red Flag campaign, Colaris was stating data and statistics. Metaphor developed a Hereditary Cancer theme that became a battle cry…” Raise the Red Flag for Hereditary Cancer”. The program communicated which red flags to look for when reviewing a patient’s family history. The campaign was a big success, garnering approval letters for the initiative from HCPs.
GSK – Alli (Professional OTC promotion prelaunch)
GSK was to market Alli, an OTC offspring of Xenical orlistat (Hoffman La Roche).
Metaphor was engaged to handle the professional introduction of Alli, with an initial
focus on pharmacists. Metaphor developed a strategy to get the pharmacist on board.
With Xenical’s negative position to overcome, Metaphor developed a program geared toward getting the pharmacist to screen potential Alli patients and have them commit
to a low-fat diet. We developed a commitment booklet that the pharmacist would review with potential Alli customers. Pharmacists bought into the approach and screened patients
to avoid failures. The plan worked, and Alli doubled sales expectations by 200%.
Becton Dickinson – Veritor System
The BD Veritor System was the first automated flu/strep reader to be developed. While BD’s hopes were high, they could not see the success that was to come. By focusing on the automated results of digital readout, Metaphor focused on the downside of traditional readings based on the indicator line's color. We asked the HCP “How pink is positive?” Veritor sales surpassed the forecast by 300% by using targeted direct mail and journal advertising directed at HCPs that were using rapid tests.
Graceway Pharmaceuticals – Aldara (Relaunch); Zyclara (Launch); Atopiclair (Launch); Zyclara (Launch); Aldara MOA movie at https://www.youtube.com/watch?v=u7Vi04VKTac The Aldara relaunch focused on the mechanism of action. This was described as a cascading effect where dendritic cells were mobilized to begin the innate immune response. I developed the concept based on the science of the body using the “domino effect” to depict the beginning activity of the product visually. The new campaign took off. Sales went from $270 million to $360 million in less than a year. The next challenge was to introduce the son of Aldara, Zyclara. Zyclara’s reason for being was its simplified dosing. The creative was driven by simple graphics, a light feeling for the simplified approach that led to a smooth transition from Aldara to Zyclara as Aldara went generic. Sales of Zyclara were well above forecast as the new, simplified dosing schedule and light and easy visual approach were employed.
Ethicon Biosurgery. – Global Blood Management
Ethicon, a J&J Company, engaged Metaphor to raise awareness of the global blood shortage. Metaphor engaged Lawrence Tim Goodnough, MD, a Professor of Pathology and Medicine (Hematology) in the Departments of Pathology and Medicine at Stanford University, to chair the project. Metaphor conducted an International Symposium employing key opinion leaders in blood management. The objectives of this program were:
The objectives for Ethicon Biosurgery Patient Blood Management (PBM) Initiative were to:
–Develop markets for advanced and transformational products
–Provide leadership as a partner in blood management
–Support the current portfolio
The healthcare objectives of a PBM Initiative were:
–Improved patient outcomes
–Reduced unnecessary healthcare expenditures
–Conservation of a precious vital, and finite resource
Education
Double majors; Advertising Communication and fine art
Newark School of Fine and Industrial Art (A technical School)
Computer Program Proficiencies
Photoshop, MS Word, PowerPoint, Keynote, Illustrator, Premiere Pro, After Effects, InDesign
Other Areas of Expertise
Photography, Photographic Direction, Video & Video Direction, Fine Art/Painting
Industry Awards of Excellence
Art Directors Club of NJ-Gold Art Directors Club of NJ-Bronze
Art Directors Club of NJ-Silver Art Directors Club of NJ-Gold
Art Directors Club of NJ-Silver
International Award of Excellence “IN AWE” Silver
https://www.youtube.com/watch?v=vR3i6r0vxtk Metaphor promo animation https://www.youtube.com/watch?v=jhCCdBUFA3k&t=50s Aldara MOA https://www.youtube.com/watch?v=n8Q1w2Rxlg8 Metuchen Corporate Men’s Health
Therapeutic Area Experience
Cardiovascular
-Hypertension
-Hyperlipidemia
-Hypertriglyceridemia
-Atrial Fibrillation Clinical Diagnostics
-RSV Point-of-Care Testing
-Flu A & B Point-of-Care Testing
-STREP Point-of-Care Testing Dermatology
-Skin Cancer
-Atopic Dermatitis
-Seborrheic Dermatitis
-Acne Endocrinology
-Hypothyroidism
-Diabetes Gastroenterology
-GERD
Genetic Testing
-Lynch Syndrome Hematology
-Blood Management
-Erythropoiesis–stimulating agent Mental Health
-Depression
-Psychosis
Obstetrics & Gynecology
-Hysterectomy Ophthalmology
-Dry Eye Orthopedics
-Osteoarthritis (knee)
Respiratory
-COPD
-Tidal Assist Ventilation Urology
-Erectile Dysfunction
-Overactive Bladder
*References upon request
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