• Allergic Asthma
• COPD
• Diabetes
• Diabetic Nerve Pain (pDPN)
• Glaucoma
• Postpartum Depression
• Psoriasis/Psoriatic Athritis
• Relapsing Multiple Sclerosis
• Shingles
• Sickle Cell Anemia
• Toxoplasmosis
• Hep C
• HIV
• Homozygous Familial
Hypercholesterolemia (HoFH)
• Human Papillomavirus (HPV)
• Hypertension
Zulresso Launch - Branded and Unbranded Tactics (Patient and HCP)
Oversaw the creative development of all consumer launch communications for the 1st FDA-approved treatment for postpartum depression, included branded, disease awareness, and patient services efforts (digital, print, and social media). Also helped to develop some HCP efforts.
INTEGRATED CONSUMER BRANDED CAMPAIGN "EACH. DAY. MATTERS."
2020 Finalist The PM360 Trailblazer Awards, Direct-to-Consumer Campaign and Finalist, Product Launch
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20-page Patient Brochure
CONSUMER DISEASE AWARENESS CAMPAIGN, "KNOW THE SIGNS"
Conceived and developed the"Know the Signs"campaign to engage mothers who aren't familiar with the risks of postpartum depression. Conducted interviews across the U.S., live and virtual, with childbearing age and pregnant women, and with new and veteran moms. Developed extensive video content. The strategy included extensive social media placements, as well as placements on such websites as BabyCenter and What to Expect.
"Know the Signs," Patient Disease Awareness Campaign
2020 Winner, Healthcare Marketing Impact Awards - Gold Award for Integrated Campaign, Silver Award Digital Campaign, and Silver Award for Website
2020 Finalist, The PM360 Trailblazer Awards, Consumer Website/Online Initiative
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HCP DISEASE AWARENESS CAMPAIGN, "KNOW THE SCORE"
Developed the"Know the Score"campaign that urges OB/GYNs to take action and screen expectant/new mothers using a validated screening tool. The campaign included PPD disease education as well as information about screening, treatment, and other resources and tools to help HCPs effectively identify and help their patients.
Zulresso Launch - Branded and Unbranded Tactics (Patient and HCP)
Planned, managed, and co-created all consumer launch communications for the 1st FDA-approved treatment for postpartum depression which included branded, disease awareness, and patient services efforts (digital, print, and social media). Also co-created and developed some HCP efforts.
Consumer Branded Campaign "Each. Day. Matters."
Finalist, The PM360 2020 Trailblazer Awards, Direct-to-Consumer Campaign and Finalist, Product Launch
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20-page Patient Brochure
Consumer Disease Awareness Campaign, "Know the Signs"
Conceived and developed the"Know the Signs"campaign to engage mothers who aren't familiar with the risks of postpartum depression. Conducted interviews across the U.S., live and virtual, with childbearing age and pregnant women, and with new and veteran moms. Developed extensive video content. The strategy included extensive social media placements, as well as placements on such websites as BabyCenter and What to Expect.
HCP Disease Awareness Campaign, "Know the Score"
Developed the"Know the Score"campaign that urges OB/GYNs to take action and screen expectant/new mothers using a validated screening tool. The campaign included PPD disease education as well as information about screening, treatment, and other resources and tools to help HCPs effectively identify and help their patients.
Winner, The PM360 2019 Trailblazer Awards, Professional Website/Online Initiative
Sage Central Patient Support Program
Developed the Sage Central Patient Support offering including the initial program naming and branding development, 70+ Case Manager scripts, Sage Central website and Advocacy Locater Tool, Enrollment Form, HCP Brochure, Treatment Preparation Resource, and Financial Assistance Brochure.
Advocacy Locator Tool
Developed “Speaking Up, Speaking Out hosted by Dr. Lisa Masterson,” a 10-part webisode series and social media engagement to reach African American women who are isolated from the relapsing multiple sclerosis (MS) support community. Facebook, YouTube, and Twitter content placement generated click-through rates of up to 3X the industry benchmark of .08%, the series garnered 20K+ new views. Effort received 2015 Best Digital Campaign and Best DTC Campaign Gold status at the DTC Multicultural Healthcare Awards.
Conceived and developed new patient testimonials "The Moment I Knew" and "My Move to Aubagio" and was copy lead on the development of the Aubagio.com refresh, Start Guide, Tip Sheet brochures, and other tactics. Created patient education programs and wrote and developed supporting PEP decks and promotional materials.
Developed CRM communications, copy lead on the development of the msonetoone.com refresh, conceived and executed patient-nurse Live and Learn Blog, responsible for copy oversight of Facebook and Instagram social media content.
QUEST DIAGNOSTICS
NYC PrideFest
Oversaw the development and execution of “Shape the World,” the 2015 NYC PrideFest brand activation for Quest Diagnostics. Twitter, Facebook, LinkedIn, and website success metrics exceeded projections. Twitter 3-day results included 45.1K engagements (6X the projected), overall engagement rate of 6.81% vs industry average of 1.43%, the Quest Aura video teaser garnered 329,352 impressions.
Responsible for the creative development and oversight of all 2020 consumer launch communications (branded and patient services) for the first-of-its-kind tablet to treat the initiating cause of sickle cell disease.
Consumer Branded Campaign, "Imagine Less Sickling"
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GBT Source Patient Support Program
Developed the GBT Source Patient Support offering including the initial program naming and branding development, GBT Source website and Advocacy Locater Tool, Enrollment Form, HCP Support Brochure, and other program tactics.
SICKLE CELL DISEASE
Oxbryta Launch - Branded Patient and Patient Services Tactics
Conceived and developed branded consumer creative platform “The Time is Now” for launch of Merck chronic hepatitis C therapy, executing DTC print, web, patient education, and HCP support efforts. Garnered multiple levels of client recognition for efficient, timely, and successful launch, achieving finalist status for best branded print campaign (small brand) at the 2013 DTC National Advertising Awards.
Oversaw the creation (naming, visual identity, communication vehicles) of Merck CARES (Committed Access, Resources, Education, and Support) the Merck Hep C Franchise Platform — a one-stop resource for patients and HCPs for all Merck Hep C medications.
Oversaw the creative development of the first-ever desktop and mobile app for Merck’s Infection Disease Franchise—for the management of HIV—raising the profile of the agency’s digital capabilities, and achieving finalist status in the 2012 MM&M (Medical Marketing & Media) Awards for “Best Mobile App for Consumers.”
Helped to catapult Merck’s first-in-class HIV drug to one of the top five selling HIV therapies in the US after developing and launching a fully integrated consumer creative platform aimed at driving actionable leads and increasing sales.
