MICHAEL BERLINER GET IN TOUCH WITH ME HERE.
the places i've been
Copy Supervisor, HCB Health, working remote Jan 2022 to present
HCB Health is a full-service marketing agency focused on giving life-changing medicines a voice. Every brand has a story to tell, and we are relentlessly driven to create memorable work that moves and motivates. Visit hcbhealth.com
Senior Copywriter, Purohit Navigation, working remote April 2021 to Dec 2021
A pharmaceuticals-focused agency that covers the entire healthcare ecosystem. Our strategic guidance, creative direction, and commercial support help brands reach their fullest potential.
Senior Copywriter, Bioventus, Durham NC January 2020 to April 2021
Copy supporting sales of medical devices and pharmaceuticals. Primarily digital. To HCP and DTP. External-facing integrated campaigns of websites, email marketing, and videos. Internal-facing sales training PPTs and related materials. AMA style. Citations and referencing.
Senior Copywriter with Digital Focus, Blue Cross and Blue Shield of NC, Durham NC April 2016 - November 2019
Digital content to grow positive public positive awareness of the Blue Cross NC brand. This included promoting the company’s work to improve NC’s social determinants of health: a safe home, access to fresh food, early childhood education, and quality medical care.
• Work earned multiple GOLD, BRONZE and SILVER awards at national Tellys and Aster Awards for Excellence in Health Care Marketing
Copywriter, Berliner Writes, Chapel Hill NC Oct 2009 - April 2016. Highlights:
“Voice of the Customer” Video Content Writer/Producer. For technology manufacturer ShopBot Tools, I produced customer story and product videos, integrated with work in digital and traditional advertising. Blogged for ShopBotTools.com, 100kGarages.com, handibot.com.
Associate Creative Director, MicroMass Communications, Cary NC July 2006 – Sep 2009
Coach/player at pharmaceutical agency (DTP). Created behavioral science-based, tailored campaigns for Rx acquisition, conversion and adherence programs. Clients including:
• Novartis Femara (breast cancer); online and offline revamp of 'My Next Steps' support program boosted patient enrollment by over 15%
• Novartis Exjade (iron overload); creation of integrated '1000 Reasons' public service campaign increased testing for Iron Overload by 30%
• UCB: Cimzia (Crohn's indication). Led team developing a suite of digital tools and resources to add value for prospective Crohn's patients.
Senior Copywriter / ACD, Kovel/Fuller Advertising, Culver City CA January 2000 - June 2006
• Wrote and oversaw production and edit of TV commercials with budgets from $15K - $500K
• Work for Jiffy Lube increased car counts 10% over all other US regions
• Launched Zicam Cold Remedy, one of the most successful new OTC launches in the past decade
• Television for Pacific Life grew positive brand awareness 5 years in a row
• Launched Greenlight Financial Services to $6 billion in funded home loans in a two-year period. Built this direct-marketing client's business via radio, tv, email and direct mail.
HCB Health is a full-service marketing agency focused on giving life-changing medicines a voice. Every brand has a story to tell, and we are relentlessly driven to create memorable work that moves and motivates. Visit hcbhealth.com
Senior Copywriter, Purohit Navigation, working remote April 2021 to Dec 2021
A pharmaceuticals-focused agency that covers the entire healthcare ecosystem. Our strategic guidance, creative direction, and commercial support help brands reach their fullest potential.
Senior Copywriter, Bioventus, Durham NC January 2020 to April 2021
Copy supporting sales of medical devices and pharmaceuticals. Primarily digital. To HCP and DTP. External-facing integrated campaigns of websites, email marketing, and videos. Internal-facing sales training PPTs and related materials. AMA style. Citations and referencing.
Senior Copywriter with Digital Focus, Blue Cross and Blue Shield of NC, Durham NC April 2016 - November 2019
Digital content to grow positive public positive awareness of the Blue Cross NC brand. This included promoting the company’s work to improve NC’s social determinants of health: a safe home, access to fresh food, early childhood education, and quality medical care.
• Work earned multiple GOLD, BRONZE and SILVER awards at national Tellys and Aster Awards for Excellence in Health Care Marketing
Copywriter, Berliner Writes, Chapel Hill NC Oct 2009 - April 2016. Highlights:
“Voice of the Customer” Video Content Writer/Producer. For technology manufacturer ShopBot Tools, I produced customer story and product videos, integrated with work in digital and traditional advertising. Blogged for ShopBotTools.com, 100kGarages.com, handibot.com.
Associate Creative Director, MicroMass Communications, Cary NC July 2006 – Sep 2009
Coach/player at pharmaceutical agency (DTP). Created behavioral science-based, tailored campaigns for Rx acquisition, conversion and adherence programs. Clients including:
• Novartis Femara (breast cancer); online and offline revamp of 'My Next Steps' support program boosted patient enrollment by over 15%
• Novartis Exjade (iron overload); creation of integrated '1000 Reasons' public service campaign increased testing for Iron Overload by 30%
• UCB: Cimzia (Crohn's indication). Led team developing a suite of digital tools and resources to add value for prospective Crohn's patients.
Senior Copywriter / ACD, Kovel/Fuller Advertising, Culver City CA January 2000 - June 2006
• Wrote and oversaw production and edit of TV commercials with budgets from $15K - $500K
• Work for Jiffy Lube increased car counts 10% over all other US regions
• Launched Zicam Cold Remedy, one of the most successful new OTC launches in the past decade
• Television for Pacific Life grew positive brand awareness 5 years in a row
• Launched Greenlight Financial Services to $6 billion in funded home loans in a two-year period. Built this direct-marketing client's business via radio, tv, email and direct mail.
honors & awards
May 2019. GOLD Award. Aster National Awards for Excellence in Health Care Marketing
Overall Campaign: Better Eating, Better Health with Chef Vivian Howard
May 2019. BRONZE Award. The Tellys
For SNACKABLE VIDEOS from the Better Eating, Better Health campaign
May 2019. SILVER Award. The Tellys
For Overall B2C Campaign: Better Eating, Better Health with Chef Vivian Howard
May 2018. GOLD Award. Aster National Award for Excellence in Health Care Advertising
TV/Video: "Mia Hamm Pokin' Around" Blue Cross and Blue Shield of North Carolina
Triangle Addy Awards, 2010
Integrated Campaign: Iron Overload Awareness (Novartis)
Pharma DTC Nationals, 2007
Silver, Point Of Care: Ask About Iron (Novartis)
Overall Campaign: Better Eating, Better Health with Chef Vivian Howard
May 2019. BRONZE Award. The Tellys
For SNACKABLE VIDEOS from the Better Eating, Better Health campaign
May 2019. SILVER Award. The Tellys
For Overall B2C Campaign: Better Eating, Better Health with Chef Vivian Howard
May 2018. GOLD Award. Aster National Award for Excellence in Health Care Advertising
TV/Video: "Mia Hamm Pokin' Around" Blue Cross and Blue Shield of North Carolina
Triangle Addy Awards, 2010
Integrated Campaign: Iron Overload Awareness (Novartis)
Pharma DTC Nationals, 2007
Silver, Point Of Care: Ask About Iron (Novartis)
education
The Advertising Center, Los Angeles
Advertising Concepting and Copy
School of Visual Arts, NYC
Advertising Concepting and Copy
Wesleyan University, Middletown, CT
Bachelor of Arts with Honors. Double Major in Theater and American Studies
Want a version to download and/or print out? Or get in touch? Visit my LinkedIn profile page.
Advertising Concepting and Copy
School of Visual Arts, NYC
Advertising Concepting and Copy
Wesleyan University, Middletown, CT
Bachelor of Arts with Honors. Double Major in Theater and American Studies
Want a version to download and/or print out? Or get in touch? Visit my LinkedIn profile page.
