ACZONE Gel is a prescription acne treatment for teenagers and adults. The acne market is already overcrowded with over-the-counter medications and DIY remedies. However, we understood that there was one particular group of people that struggled with acne – adult women. We created a memorable concept that was both relatable and empowering that was launched through a multi-channel campaign for both HCPs and consumers .
Spearheaded the creation and execution of a multi-channel launch strategy across teams and agencies. As the creative lead of copy for the agency of record, we were responsible for the HCP and DTC print and digital promotional efforts and coordinated efforts with partner agencies for medical education, public relations, and social media.
National print consumer campaign targeting young adult women. Featured in several popular magazines, the campaign was responsible for increasing awareness and directing traffic to the consumer website making Aczone the #1 prescription acne medication for young women.
Partnered with a PR firm to host launch party events at national grocery stores. Along with store banners, shelf talkers allowed consumers to “take one”, a mini reminder ad and conversation starter, to bring with them to their next doctor’s appointment.
Skyrizi is the #1 prescribed biologic for new and switching patients with plaque psoriasis. Launched in 2019, Skyrizi was first indicated in moderate to severe plaque psoriasis and gained further traction with a second indication in psoriatic arthritis. This expanded the market from dermatologists to now include rheumatologists. Our client awarded us the new business without a pitch based on our launch work.
Intermezzo is a sleep aid designed for people who wake up in the middle of the night. At the time, Lunesta, Rozerem, and Ambien, were market leaders. Our clients needed a memorable campaign that communicated waking up in the middle of the night and getting back to sleep quickly with Intermezzo. That’s when I created the light bulb campaign – a friendly character that communicated being awake and getting to sleep quickly.
Severe wounds like diabetic ulcers, bed sores, and severe burns can be difficult to treat. They demand serious care and take time to heal. Most treatments are either invasive, too painful, or so strong that they end up damaging healthy tissue. The idea of cleaning a wound gave rise to the street sweeper campaign. Santyl safely cleans the wound without harming healthy tissue.
In the world of oncology, specifically diffuse large B-cell lymphoma, we hear a lot of no's. But with Yescarta, which was awarded US FDA breakthrough therapy designation in 2017, patients can finally receive a yes. Not just a yes to treatment, not just a yes to extended time, but yes to a cure. Yescarta is a gene therapy that removes T cells from the patient and genetically engineers them to produce a specific T-cell receptor, which is the given back to the patient to populate the bone marrow.
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Diabetic neuropathic ulcers are an underestimated burden. The 5-yr mortality rate of patients with diabetic foot ulcers is more than that of breast and colon cancers combined. Patients with ulcers need to progress towards healing faster. Showing an ulcerated foot with Regranex Gel as a zipper communicated a sense of ease and completeness to the healing process for healthcare professionals.
Acthar was approved in 1978 by the FDA for over 10 different indications. One of those was for inducing a diuresis or remission of proteinuria in nephrotic syndrome without uremia of the idiopathic type or that due to lupus erythematosus. Physicians had low awareness of Acthar in this disease state and it’s effectiveness in lowering proteinuria. With limited clinical data, small patient population, and highly specialized field, this campaign had to communicate efficacy and relevance quickly.
Theory is a cozy upscale sports lounge with an emphasis on great food and excellent service. Whether it’s grabbing a bite to eat during lunch or a gathering for weekend brunch, Theory offers the perfect environment for all occasions. Theory needed a fresh new website that catered to all markets of the social scene - ladies who brunch, bros who watch the latest game, or singles ready to mingle. Creating a website from wire frames to concept, using analytics and SEO boosted visits online and in-person immediately after relaunch.
Acthar was approved in 1978 by the FDA for over 10 different indications. One of those is for the treatment of infantile spasms (IS). Children with IS are at risk of having slow development. In clinical trials, Acthar was proven to stop spasms and hypsarrhythmia. This campaign used a baby cop stopping abnormal EEG patterns, which was seen as both quick and relevant in market research.
