bringing a life-threatening condition to light:
'living with transfusions'
The Client: When I worked at Micromass, a pharmaceutical marketing agency, I worked with Novartis and their brand Exjade, a drug that removes excess iron in the body from regular blood transfusions.
Background & Challenge: For people living with sickle cell disease, regular blood transfusions are literally a life saver. But there is a price. Over time, the body builds up excess iron from the transfusions and this becomes life threatening. The challenge was to create an unbranded print, e-mail and web-based communication program to raise awareness of Iron Overload and encourage patients to seek testing for the condition.
Solution: The Living With Transfusions program became the go-to resource for trusted information about Iron Overload. Patients could enroll and gain useful information about living with transfusions and having the conversation with their doctor about Iron Overload.
The creative approach was life-affirming. For people living with a difficult and often depressing illness such as sickle cell disease, this program offered encouragement and modeled a positive attitude.
Background & Challenge: For people living with sickle cell disease, regular blood transfusions are literally a life saver. But there is a price. Over time, the body builds up excess iron from the transfusions and this becomes life threatening. The challenge was to create an unbranded print, e-mail and web-based communication program to raise awareness of Iron Overload and encourage patients to seek testing for the condition.
Solution: The Living With Transfusions program became the go-to resource for trusted information about Iron Overload. Patients could enroll and gain useful information about living with transfusions and having the conversation with their doctor about Iron Overload.
The creative approach was life-affirming. For people living with a difficult and often depressing illness such as sickle cell disease, this program offered encouragement and modeled a positive attitude.
interactive e-book for crohn's patients
I worked on the CIMZIA brand for Crohn's Disease patients. As part of a patient management program, we created an interactive eBook that people use to choose their own topics on-the-fly, whenever they want more tips for managing Crohn's. Click on the image below to create your own book (built in Flash so your iPhone and iPad won't like it; this will open a new tab on another site of mine).
We also created a program of emails to help Crohn's patients keep CIMZIA top of mind. We provided coping tips gathered from patient blogs in the form of the "Crohn's Survival Guide," with an ever-present "Ready" button that patients could use when flare-ups occurred, leading to doctor discussion guides and other useful tools:
'one less' woman affected by cervical cancer
Merck's "One Less" television campaign led many women to visit doctors for the Gardasil HPV vaccine. But the brand found that a large majority of women did not return for the crucial 2nd and 3rd shots that complete the vaccination series. We developed a campaign extension, an in-office and online program called BE ON3 LESS. It continued the emotional and empowering message of "One Less." You can read the copy below these visuals.
COPY: My best friend's mom, Jane, is living with cervical cancer. She's like a second mother to me. That was my wake-up call. That's why I chose to get vaccinated.
When I found out Gardasil is a series of 3 doses, I was like, uhh, I wasn't expecting that (I'm not a big 'needle' person, are you?)
Then I thought about Jane, and I knew I had to finish what I started. Because unlike her, I have a choice. I choose to be One Less.
When I found out Gardasil is a series of 3 doses, I was like, uhh, I wasn't expecting that (I'm not a big 'needle' person, are you?)
Then I thought about Jane, and I knew I had to finish what I started. Because unlike her, I have a choice. I choose to be One Less.
