PM360 2020 Trailblazer Awards Cardiology Brand Champion Jeremy Livingston

Jeremy Livingston, Product Director, Omni-channel & Digital Marketing, Johnson & Johnson

Throughout his career, Jeremy Livingston has challenged the status quo. He demonstrated this most recently when joining the XARELTO® brand in late 2018 as a Product Director, leading digital marketing to healthcare professionals (HCPs) and consumers. In short time, Jeremy quickly reimagined how the brand could optimally engage with customers.

As one of the first strategic changes, Jeremy assessed the media plans and realized a one-size-fits-all approach to reach HCPs was insufficient. He built customized media plans for five indications, using targeted messaging, unique partners, and laser-focused audience targeting.  Jeremy also shifted efforts on two indications specifically, coronary artery disease (CAD) and peripheral arterial disease (PAD), where he leveraged a new CMI technology platform called PROACT. Jeremy spearheaded the novel approach to personalize and automate the non-personal promotion (NPP) media experience to customers through the creation of segmented “journeys.” This program was designed to tell a personalized story to individual HCPs and automate the messaging based on real-time business triggers. Results to date showed that engaged HCPs moved into higher NBRx thresholds approximately 20% quicker than non-reached HCPs, proving the positive impact of this new approach!

Earlier this year, Jeremy led the omni-channel vision to elevate the XARELTO® brand’s personalization efforts even more by better integrating sales force execution with digital media touchpoints. As sales rep time with HCPs continues to decrease, the opportunity to deliver relevant information diminishes. By leveraging real-time data, technology, and media, Jeremy successfully launched 10 innovative and integrated programs to better augment the sales force, provide them with new growth insights and ideas, and identify greater effectiveness across the commercial model.

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