Long-form copy to change prescriber perceptions
Click on images to zoom
Introducing the idea of a new way to fight cancer
In addition to advertising concepts and promotional copy, I enjoy writing long-form advertorials to help change market perceptions and introduce new treatment paradigms.
Teva Oncology required a creative, multi-pronged platform to raise awareness of clusterin, a target protein implicated in a variety of cancers, against which they had a drug in development. This platform needed to communicate three core story elements: resistance, evasion of apoptosis, and information that research had revealed about clusterin. I created the acronym MERIT, standing for "mechanisms of resistance in tumors" and we used it to anchor a variety of presentations including a Web site, YouTube channel with KOL videos and MOD animations, as well as the foundational advertorial illustrated above.
To supplement MERIT, I also created a subbrand platform, ClusterIntelligence, that could be used in a more "newsy" and immediate way for internal and external communication.