Pharmaceutical
I have experience creating print and digital tactics for HCP, DTC, and corporate audiences in disease states such as oncology, dermatology, nephrology, ophthalmology, mental health, and more. I’ve also had the opportunity to work in a more strategic function throughout my career, spearheading efforts like brand planning, concepting new campaign ideas and tactics, congress work, internal excitement campaigns, and working on pro bono business. Below are some examples of the work I’ve helped create.
Oncology work
I have a breadth of experience working with oncology clients, where I have created content from the ground up on unique initiatives for sensitive audiences. Oncology requires a careful mix of science and creativity to captivate patients and HCPs and get them thinking differently, which is something I enjoy. Within the oncology space, I have worked on both AORs and dAORs on a few product launches that included print and digital assets such as websites, CVAs, IVAs, eblasts, banner ads, journal ads, patient brochures, and much more.
Patient-facing website for vyxeos.com. I created a “patient journey” to walk patients through their diagnosis and treatment with VYXEOS, so they could better prepare for what treatment would entail.
Disease awareness campaign for secondary acute myeloid leukemia, rethinksAML.com
Other disease states
While I have most experience in oncology, I have also worked on numerous other disease states over my career. I enjoy working on multiple different types of portfolios as it allows me to stretch my creative muscles and think outside of the box to create one-of-a-kind work.
The bipolar website for CAPLYTA.
Click the image to download the full digital HCP CVA.
AI work
I have also done some work with AI (Midjourney and ChatGPT). For the specific project below, our clients were asking for us to come up with a fun approach to showcasing the phases of migraine for a rep to walk through HCPs with, or an HCP to walk through a patient with. The deliverable was essentially an interactive iPad experience where the user could toggle through sections of migraine to discuss them in detail.
AI was used here to create our concepts for us - the brains themselves were generated in Midjourney and we consulted ChatGPT about some of the words we could use to describe our concepts (copy was written by a real writer, me :) ). It was a great exercise in learning how AI can benefit the way we work and I am always looking for new ways to use AI to our best capabilities!
Pro bono work
Simon’s Heart is a non-profit organization focused on raising awareness of sudden cardiac arrest in young athletes. I was a member of the team that partnered with this organization, and was able to lend my writing skills to help a greater cause. We created flyers for heart screenings, social media campaigns, awareness pieces, banner ads, a personality profile for the organization, along with advertorials in Philly Mag and an eye-catching, award-winning campaign “He played his heart out”. Our team was honored at the Simon’s Heart Soiree in 2020 for all of the recognition we brought to their cause.
Award-winning campaign for Simon's Heart.
My team was awarded the Heart Award from Med Ad News in 2019 for our outstanding work on Simon’s Heart!
Sample flyers and handouts created for Simon's Heart.
Concept work
One of the parts of advertising I’ve enjoyed most is flexing my creative side, and I have been lucky enough to be a part of multiple concepting initiatives to help create memorable, unique campaigns for our clients. Concepting allows you to think outside of the box, work with new teammates, and familiarize yourself with foreign brands in a short amount of time. Below are some examples of concept work I helped create for Upstaza, a gene therapy I was a support writer on; branded concepts for a chemotherapy for HER2+ metastatic breast cancer; and a disease awareness concept for secondary acute myeloid leukemia.
(fun fact: I do calligraphy and this is my handwriting used in the concept!)
Brand planning concepts
I love getting to create new things and come up with killer ideas for ways to solve problems. Below is just a taste of some brand planning tactical ideas I was a part of.
Other strategic work
I’ve also worked on so many internal excitement campaigns, brand planning initiatives, and proactive ideas for change. Here are a few links to ideation work:
Vadadustat internal excitement campaign
Klick proactive ideas
Caplyta brand planning ideas
Recent awards
