Pharmaceutical Campaigns
I began leading DTC and HCP groups in 1999, applying my perspective developing award winning consumer and over-the-counter work. It was time for disruption in healthcare creativity, and the purpose-driven opportunities inspired me. Not to mention, I’ve always liked science. As a creative leader, I inspired my teams by creating an environment that championed insight and humanity. My goal in the healthcare space has been to help people better understand their health and their options, help doctors better understand and build empathy for their patients, and help communities break stigma and build connection.
Wild conspiracy theories and disinformation circulated on social media during the Covid-19 pandemic. Health literacy was a barrier to adoption of newly developed vaccines. Moderna tasked us with creating a video that would explain the mRNA breakthrough to dispel fear. No, we were not being injected with tiny robots to control our minds.
Sarepta Therapeutics is a pioneer in gene therapy for people with rare diseases, including muscular dystrophy. They were the first FDA approved treatment, and their scientific discoveries have been revolutionary. We developed the corporate brand and website to tell their story. The brand identity included an iconic look and new voice for sharing news releases, scientific papers and symposia, and social media. Their chairman often said, “The competition isn’t the enemy. The disease is.” We wanted this work to live up to Sarepta’s ambition.
A digital wallboard in the Sarepta Therapeutics headquarters, Cambridge, MA
The website is as much about purpose as science, demonstrating Sarepta’s sense of urgency in its mission. The product section is built as an interactive pipeline. The target graph changes to reflect the number of therapies under development and their progress. Clinical study data is accessible under each therapy.
Digital and traditional work adhered to a very tight design aesthetic quickly establishing and differentiating Sarepta from other biotechnology companies working in the field of gene therapy.
The campaign for the Redemplo branded launch started with an insight from culture. We value the highs. When things are going well, we say they are looking up. We want to rise to the occasion and end on a high note.
But not everyone is chasing the next high. For people with Familial Chylomicronemia Syndrome (FCS), extremely high triglycerides mean a life of restriction, pain, even pancreatitis and death. All they want is “low.” Lower triglyceride levels, lower risk, and lower barriers to getting out and showing up.
A breakthrough in siRNA therapy now makes it possible to achieve a TG reduction of up to 80%. So people living with FCS can aim high and live lo with Redemplo.
Prostate cancer data doesn’t lie. And it’s pointing in a new direction. Telling a new story. A story of men in early stage with superior metastasis-free survival. And the potential to give them more than a standard of care – a standard of cure with pCR. In late stage, real-world evidence is proving that more men can achieve PSA90 sooner and maintain it longer. Even if Erleada challenges beliefs, the data is the data. But one thing is even more compelling. The people are the proof. This is a global spec campaign that was developed to help move Johnson & Johnson toward a bolder and more human approach in oncology.
Women who suffer from uterine fibroids are most often prescribed oral contraceptives. But this off-label treatment only helps about 50% of patients. Doctors are concerned about medically induced menopause from older medications, like relugolix alone. And newer combination therapies like Myfembree are not well understood. Step Into Her Shoes helps doctors empathize with their patients, and educates about the tolerability of add-back hormone therapy. Doctors choose from a set of patient experiences and treatment goals. And a simple algorithm sorts more than 27 different situations then displays the relevant clinical data. So, doctors can learn how Myfembree may help women like those they see in their practice every day.
Lynparza is a PARP inhibitor and targeted treatment for advanced cancers, including prostate and ovarian cancer. This campaign encourages men and women to get a genomic test. Because BRCA and HRR gene mutations make the inhibition of DNA repair in the cancer cell by Lynparza especially effective.
Adaptive Biotechnologies is in a category of one. They have mapped T-cell receptors to specific antigens to read the record stored in the body’s adaptive immune system. Their breakthrough combines a decade of biological research with computational advances in machine learning.
The website launch included a new logo, visual identity and brand story that clearly articulated Adaptive’s breakthrough, vision, and clinical applications.
Adaptive had the second most successful IPO, and the website had to clearly articulate the brands proposition to HCPs, investors and consumers. The website is also a recruitment tool to attract the brightest minds.
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An interactive timeline highlights the milestones in decoding the adaptive immune system and its role in developing targeted therapies.
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