healthcare
ABOUT ME
Award-winning Copy Director/ACD/Copy Supervisor with decades of experience leading dynamic teams in the healthcare, entertainment, and automotive sectors. Now with a healthcare focus.
I’m versed in a broad array of disciplines and media across the healthcare space. From consumer/DTC social to HCP print brochures, I can deliver on assignments that range from complex medical science to relevant, creative, patient messages. I have substantial experience with annotation/citation, branded, unbranded, medical device, launch, and cross-indication work in areas such as oncology, women’s health, kidney disease, T2D, heart failure and several rare diseases.
RELEVANT RECENT WORK & INDICATIONS
Pharma/Jardiance (DTC:T2D/HF), Yeztugo (HCP:HIV), Veozah (DTC & HCP: Menopause), Zurzuve (DTC: Menopause) Haegarda (DTC: Hereditary Angioedema/Rare Disease)
Disease Awareness: Abbott Labs (Stage D HF/HCP), CSL Behring (Living with Hemophilia B/DTC & HCP) Taekeda Rare Diseases (Capabilities/HCP), Cystinosis (Living with Cystinosis/DTC/Rare disease), BI (CKD/HCP & DTC)
Oncology: Merck Oncology (branding), Kite Pharma (CAR-T/cell therapy), Arcellex (CAR-T/cell therapy, just bought by Kite)
PORTFOLIO WORK
Detect The SOS with Celebs
I helped write and develop the creative for DetectTheSOS.com, an unbranded site to raise awareness for chronic kidney disease. It was linked to a Super Bowl ad with Octavia Spencer and Sofía Vergara, as well as a larger social, outdoors and radio campaign, so it had to work with a variety of complimentary media. Work it did — we won a SLIVER Consumer Website/Online Initiative for the PM360 Trailblazer Awards along with Golds for Point of Care and Marketing Team of the Year for our BI CKD strategy, creative, and approach.
We worked with the celebrity talent, the company, and partner agencies to work through the challenges of a strict deadline, while creating a narrative that could carry the site on its own to drive awareness about the disease and a test that could save lives. It was a major project that needed deep citations and annotation updates in the copy deck that could withstand any legal or medical challenges. In the end, we helped drive tens of thousands of people to get a complimentary test via millions of impressions while developing the brand guidelines and brand voice so that our work will live on in tone and deed.
Deep Dive into High Biotechnology
Arcellx, a company dedicated to cell therapies to combat cancer and auto-immune diseases, has a heady mission; to “advance humanity by engineering cell therapies that are safer, more effective, and more broadly accessible.”
How they aim do to that involves biotechnology terms of art like “D-Domains” and “anitocabtagene autoleucels” — this was the opportunity and the challenge for me as a writer. We needed to humanize the company to advance the technology they’ve created. And do to that, I needed to understand the science well enough to be able to credibly explain it to HCPs, investors, clients, and ultimately, the people whose lives it would save.
Aiming for a Post-Postpartum Depression World
I was able to work on the launch of Zurzuvae on social platforms. In this role, I helped in the messaging narrative to this fast-acting, revolutionary postpartum depression pharmaceutical, focusing on its ease-of-use, efficacy, and its potential impact for new moms looking to beat an old foe. This was a CRM/Social project to help a wildly important audience and I’m very proud to be on their side in this fight against PPD.
Kite Pharma and Stories of Hope
Kite, a leader in the cell therapy space, wanted to reinvigorate the story they were telling about their approach to beating cancer. They had the science, and we helped tell them that story in a more direct, and visual way on their new site.
But we also wanted to highlight the emotional impact of their science, so we focused on telling Stories of Hope. This video series, which garnered over a million views on their YouTube channel, focused on patients, and their families, beating certain forms of lymphoma and leukemia through cell therapy. It was an important story for Kite to tell, to lift cell therapy from an unproven and potentially risky way to fight cancer into a viable, safe, and efficacious approach.
I helped to write the synopsis of the 14 video series, edit the stories for maximum emotional impact, and develop the themes that carried through the tone of voice throughout.
Absence Can Do a World of Good
When we took on a campaign for Merck Oncology, we didn’t just want to highlight the breakthrough science that has helped countless patients beat cancer, but we wanted to also talk about the part of the story about how preventative science can prevent people from becoming patients at all.
It’s vital we find ways of curing cancer. It’s even better if we celebrate its absence altogether.
Cystinosis and Teenage Crushes
Cystinosis, a rare genetic condition that causes crystals to form in organs and tissues from birth, hits adolescents hard. It causes excessive sweating, makes it difficult to catch your breath, and can make uncomfortable situations like trying to date, even more difficult. So we created a series of Instagram posts that tried to humanize the experience for those patients who have a lot on their plates already.