CASE STUDIES

GAZYVA (ONCOLOGY) PROFESSIONAL CVA

A spider in a molecular web represented the "lie in wait" potential of GAZYVA's MOA to attack follicular lymphoma. Copy.

RINVOQ (DERMATITIS) PERSONA: THE WELDER

After many rounds of concepts, the image chosen to represent RINVOQ AD (atopic dermatitis) for the patient audience was a welder. It paralleled RINVOQ’s badass motorcycle rider and was a “disruptive” US equivalent to the Japanese market’s pitcher. The welding environment captured the moist, warm, closed conditions that are most threatening in AD.

VYZULTA (EYE DISEASE)

The liquid horse represented the power and tolerabilty of VYZULTA to treat intraocular pressure. Foundational copy, HCP videos, site revision.

EPOGEN (HEMATOLOGY) ANEMIA

Patients with chronic kidney disease have special challenges, among them dialysis and associated anemia. This detail aid addressed the management these issues in patients newly home from the hospital. Brochure revision.

ARANESP (HEMATOLOGY) ONE ESA

This detail aid emphasized the benefits of multiple dosing options and straightforward conversion for anemic patients on dialysis.

ACCUZYME & PANAFIL (DERM-DEBRIDEMENT) 

These two debriding agents were sold as a pair for non-surgical debridement but healthcare professionals were hesitant to start the process with Accuzyme due to a perception of patient pain. A new approach broke the pair apart and promoted Accuzyme as the bold first step, Panafil as the nurturing next step. Concept, copy.

HCV CAN BE CURED DISEASE STATE CAMPAIGN

Winner of the 2017 Disease Awareness Rx Club Award, this disease education campaign primed the market for the arrival of Harvoni, Epclusa and Sovaldi brands. Patient and HCP. Digital, concept and copy contributions across branded and unbranded.

ALCON (LASER SURGERY)

This new surgical procedure offered an incision that was fractionally less long than the competition’s. The concept helped physicians see that in the business of non-invasive laser eye surgery, a fraction of an inch can mean a world of difference. Concept, copy.

MSVOICE (MULTIPLE SCLEROSIS) 

This unbranded educational campaign featured a new social space for people with MS to make their voice heard. Website, facebook page, YouTube channel.

LOVENOX (DVT) FORMULARY DEFENDER

Faced with a therapeutic interchange that would put their brand off hospital formulary, client Euro and brand Lovenox commissioned a project that argued non-equivalency as a means to prevent this from happening. Research, brochure.

GENERATIONS of DEGENERATION (RARE DISEASE CONCEPT)

A toddler heading down an uncertain but protected “neuron” path was the iconic symbol developed for Orchard Therapeutics’ metachromatic leukodystrophy Concierge Caregiver Program. Concept, copy.

ATYPICAL-HUS (NEPHROLOGY/HEM RARE DISEASE, PATIENT AND PROFESSIONAL WEBSITES)

This young baseball player with a rare disease became a confident youth with a less frequent but equally effective treatment. Copy.

APPLE WATCH FOR HEALTH (DIGITAL HEALTH)

As subject matter expert, copywriter, content creator, and contributing UX writer for PASCAL, the afibrillation clinical trial that brought Apple Watch for Health to market, I was proud to put a stake in the ground for the future of digital health.

ATHEROSCLEROSIS DISEASE ED

A series of animated videos educated patients about cholesterol and heart disease while they waited to see a doctor. Script.

RAPID 3 (RHEUMATOID ARTHRITIS AASSESSMENT TOOL)

This quick, 3-step assessment tool was developed with the client and the Joint Commission to allow physicians to gauge RA severity in an office visit. Concept and tool.

CYLANCE: MACHINE LEARNING (TECH ED)

Until now, no one explained the difference between traditional forms of anti-virus software and Cylance's AI/Machine Learning to the right audience. This video did, and Cylance was soon sold to Blackberry. Script.

MEDTRONIC FREEDOM CONCEPT AND COLLATERAL (DIABETES)

A new storytelling approach focused the benefits of Medtronic's new, automated MiniMed 670G system for diabetes on the feeling of freedom. Concept and brochure. Work led to additional business opportunities.

SPRITAM (EPILEPSY DEVICE)

A series of videos educated patients on Spritam's novel 3D-printed formulation, a fast-acting drug for epilepsy that dissolved on the tongue and savied vital time for people having a seizure. Campaign concepts, copy, digital.

BIORAD MOONSHOT MOLECULE (DRUG DEVELOPMENT)

This video focused on the hundred things that have to come together for a new drug to make it through early phase testing successfully. Script.