As the SVP, Group Creative Director, I guided a complete concepting exercise to supplant an existing 5-year campaign.
It was important that the creative story overcame HCP testing obstacles and elevated the new strong data into a memorable
clinical narrative that drove action.
As the SVP, Group Creative Director, I guided a complete concepting exercise to supplant an existing 5-year
campaign. It was important that the creative story overcame HCP testing obstacles and elevated the new strong
data into a memorable clinical narrative that drove action.
As the SVP, Group Creative Director,
I guided a complete concepting
exercise to supplant an existing 5-year
campaign. It was important that the
creative story overcame HCP testing
obstacles and elevated the new strong
data into a memorable
clinical narrative that drove action.
Challenge
Challenge
How do you shift entrenched prescribing behaviors while translating complex
clinical information into meaningful and differentiated communication?
How do you shift entrenched prescribing behaviors while translating complex clinical information into
meaningful and differentiated communication?
How do you shift entrenched
prescribing behaviors while translating
complex clinical information into
meaningful and differentiated
communication?
Approach
Approach
Developed communication systems and creative narratives that translated complex clinical
information into clearer, more engaging visual experiences across multiple audiences and channels.
Outcome
Outcome
Helped create a differentiated communication platform supporting global launch
efforts and strong physician engagement, contributing to approximately
30% sales growth, while debunking perceptions around efficacy.
(The campaign also emerged from a multi-agency U.S. and global testing process.)
Tibsovo–Specialized Oncology Communications
Tibsovo–
Specialized Oncology
Communications
Tibsovo–
Specialized Oncology
Communications
Developed communication systems
and creative narratives that translated
complex clinical information into clearer,
more engaging visual experiences across
multiple audiences and channels.
Developed communication systems and creative narratives that translated complex clinical information into clearer,
more engaging visual experiences across multiple audiences and channels.
Developed communication systems
and creative narratives that translated
complex clinical information into clearer,
more engaging visual experiences across
multiple audiences and channels.
Helped create a differentiated
communication platform supporting
global launch efforts and strong physician
engagement, contributing to approximately
30% sales growth, while debunking
perceptions around efficacy.
(The campaign also emerged from
a multi-agency U.S. and global
testing process.)
Helped create a differentiated communication platform supporting global launch efforts and strong physician
engagement, contributing to approximately 30% sales growth, while debunking perceptions around efficacy.
(The campaign also emerged from a multi-agency U.S. and global testing process.)
Helped create a differentiated
communication platform supporting
global launch efforts and strong physician
engagement, contributing to approximately
30% sales growth, while debunking
perceptions around efficacy.
(The campaign also emerged from
a multi-agency U.S. and global
testing process.)