I have written and managed the majority of consumer marketing copy for Avanir Pharmaceuticals' medication–NUEDEXTA.
CHALLENGE
Creating evocative, authentic content for an audience with the little-known neurologic condition called PseudoBulbar Affect (PBA).
STRATEGY
Using modern techniques in healthcare communications and applying effective architecture, intuitive design and inspiring copy. Integrating user needs with testimonials and case studies to create an experience that meets customer needs and key business objectives.
MY ROLE
Content Strategy, User Personas, Copywriting, Content Audit, Taxonomy.
Writing and strategizing the entire Nuedexta consumer website copy manuscript in close collaboration with Avanir brand, legal, medical, and regulatory teams.
AWARENESS DIGITAL BANNERS
These banners raise awareness about Nuedexta being the first, and only, FDA approved treatment for PBA, and were served to patients and caregivers who have visited PBAinfo.org, taken the PBA quiz, or signed up for the PBAinfo CRM program.
PBA AND DEPRESSION BANNERS
These banners share that while patients can have both PBA and depression at the same time, PBA is a separate and treatable condition with NUEDEXTA. They were served alongside Urgency to Treat and Starting the Conversation banners to catch patients along their journey through retargeting.
URGENCY TO TREAT BANNERS
The purpose of this banner is to allow patients with uncontrollable crying and laughing know that they don’t have to live with their symptoms and encourage them to have the conversation now. This banner were served alongside PBA vs. Depression and Starting the Conversation banners to catch patients along their journey through retargeting.
START THE CONVERSATION BANNERS
PBA conversations are frustrating or embarrassing, and these banners helped encourage a good conversation by using our PBA conversation cards. This banner were served alongside PBA vs. Depression and Urgency to Treat banners to catch patients along their journey through retargeting.
STAYING ON TREATMENT BANNERS
These banners were served to NUEDEXTA CRM registrants as a brand reminder to remember to stay on treatment and not let costs hold them back.
CONVERSATION CARDS (UNBRANDED)
Everyone needs help finding the right words to communicate their symptoms with their loved ones. These conversation starters make it easy for patients to discuss their symptoms with their caregivers and doctor. It provides more information regarding PBA and what might be causing uncontrollable crying and/or laughing.
DIRECT MAILER
The following direct mail in the CRM conversion stream shares patients’ stories to encourage prospective patients to discuss their symptoms with a doctor in order to get a PBA diagnosis and treatment with NUEDEXTA.®
