Portfolio
KEYTRUDA "Moments" Campaign
This campaign was created to address a unique challenge – market a drug approved to treat over a dozen of the most common types of cancer. This meant my team and I had to create a campaign that would engage and inform virtually any cancer patient in America. The result was a first-of-its-kind campaign that dove deep into universal, emotional moments patients and their family cherish with each other. From big moments like a daughter’s wedding to little moments like teaching a son to drive, the stories came together in the form of two, leading TV spots.
The success of these spots led to a permanent shift in the way the drug was marketed.
TV Spot 1
TV Spot 2
KEYTRUDA "Known" Campaign
Following the success of the “Moments” campaign, the clients wanted to keep the same look and feel while updating the language to align with additional insights we had gained from patients and caregivers. The “Known” campaign came from the simple, often overlooked truth that patients are also people. Roles, hobbies, and passions do not disappear at the moment of diagnosis and provide the strength to continue moving forward.
The result was two new TV spots that were supported by assets across social, print, digital, and point-of-care settings. This included an unbranded brochure to help guide conversations between patients and caregivers and prepare both audiences for conversations with their medical teams.
TV Spot 1
TV Spot 2
Social Posts
Point-of-care
Display Ad
Branded Websites for Healthcare Professionals
As the lone copywriter for a digital agency-of-record, I was tasked with turning the digital sales aid into websites for each drug in the treatment portfolio. I performed a content audit to ensure language consistency and accuracy across all 3 websites. Based on the audit’s findings and recommendations, the clients asked for a complete content reorganization. Following those updates, which focused on patient type instead of study names, the flow of the website was incorporated into the digital sales aid.
The sites are no longer live as the company has since brought another treatment to market and sunset materials for the previous treatment portfolio. Below are a few example pages/views.
Site Navigation
Homepage
Efficacy Data
Safety Data
Unbranded Concepts for Healthcare Professionals
This first set was created for a medium-sized biopharma as part of a creative and strategic exploration for an unbranded, HCP-facing oncology campaign. Specifically, the campaign would support the launch of a new antibody-drug conjugate (ADC) with a novel molecular target. Market research indicated the idea of a novel target being expressed over multiple types of cancer was the part of the story most likely to drive our audience to learn more about the ADC. This aligned with a long-term plan to seek approvals for the ADC across those tumor types. Therefore, my art partner and I focused each of the ad lobs on Protein X as a treatment target instead of the ADC being for a specific type of cancer.
Concept 1
Concept 2
This second set was created for the pre-launch marketing of a treatment that would open a whole new paradigm in how to attack cancer. Specifically, a new biomarker (DLL3) was found to be expressed on specific cells (called “cancer stem cells”) that form and support malignant tumors. By targeting this biomarker, the treatment would be fighting not only cancer, but also the basis for its continued survival and growth. My art partner and I wanted to make sure this unique opportunity, in a space where treatment options are scarce (small cell lung cancer), came across with eye-catching visuals and headlines.
Concept 1
Concept 2
Branded Concepts for Healthcare Professionals
This was an exercise in looking at well-known brand through a different creative lens, based on 4 strategic pillars. The intention was for concepts to populate separately under each pillar. However, my art partner and I felt it was worth exploring one bigger idea that could branch out to cover each of the pillars.
Concept Series
Scripts for Consumer Market Research
I wrote these scripts to test alongside board-a-matics with patients and caregivers for KEYTRUDA. For both sets, the scripts were chosen for research from a pool of options created by over 10 different creative teams.
Script 1
VO:
Home is a place where life happens.
A place filled with all you’ve built, and all you want to protect.
So, if cancer shows up at your door, you need a treatment that can fight alongside you.
A breakthrough treatment called KEYTRUDA.
KEYTRUDA is FDA-approved to treat 14 types of advanced cancer, and is being
studied in hundreds of clinical trials exploring ways to treat even more.
[Safety balance]
When cancer hits home. There’s KEYTRUDA.
Script 2
VO:
Home is a place we spend our lives building.
It’s more than a house on a road.
It’s the people, the routines, and all of what makes us who we are.
When cancer hits home our whole world feels threatened, so we dig in to protect ourselves and what we’ve built.
Every day, for more people that means turning to KEYTRUDA, a breakthrough
immunotherapy.
[Safety balance]
KEYTRUDA is FDA-approved to treat 14 types of cancer.
And is being studied in hundreds of clinical trials exploring ways to treat even more
types of cancer.
When cancer hits home. There’s KEYTRUDA.
Script 3
VO 1:
I’m Dan, and I am more than someone with
advanced lung cancer...
...many people know me as a piano player.
VO 2:
I’m Mrs. Smith to my students.
VO 3:
I’m the “Pam” in “Pam’s Pottery Shop”.
AVO:
An advanced lung cancer diagnosis can happen to anyone.
And for many, there’s a way to face it with KEYTRUDA, a breakthrough immunotherapy.
In a clinical trial, KEYTRUDA was proven to help more people live longer than chemotherapy alone, and it’s the imuunotherapy used to treat more patients than any other.
[Safety balance]
AVO:
KEYTRUDA has been proven for Dan, Mrs. Smith, Pam, and it could prove to be the right treatment for you.
Living longer is possible.
It’s TRU. KEYTRUDA from Merck.
Ask your doctor about KEYTRUDA.
Script 4
AVO:
The path to treatment for patients with advanced lung cancer can start with a few facts.
Over the past 5 years immunotherapy has changed the way advanced lung cancer is treated.
And one immunotherapy is used to treat more patients than any other.
That’s KEYTRUDA, a breakthrough immunotherapy.
In a clinical trial, KEYTRUDA was proven to help people live longer than chemotherapy alone And it can be used as your first treatment.
[Safety balance]
AVO:
Here’s one more fact that’s also the most important,
KEYTRUDA may be right for you. Living longer is possible.
It’s TRU. KEYTRUDA from Merck.
Ask your doctor about KEYTRUDA.