Bayer had a challenge: certain drugs they develop have become the new standard of care for certain diseases, greatly improving outcomes for many patients, but patients, advocates, and doctors alike were too often unfamiliar with this treatment option and its potential benefits.
Bayer needed to get the word out, and a core component to that was creating clear information and making it accessible online for patients and their caregivers.
My team was brought on to create that information through a multimedia website consisting of educational videos, illustrations, and slideshows. As the copywriter, my role was to research the disease topic, synthesize the research, identify which information should be presented, and translate the science into clear, accurate, and easy-to-understand copy that empowered patients to take an active role in managing their care.
After a successful campaign on colorectal cancer (Science of CRC), we were asked to create similar multimedia resources for patients with vision-impairing diseases called diabetic macular edema (DME) and retinal vein occlusion (RVO).
For each campaign, my responsibilities included:
– Ensuring that deliverables were aligned with proposal / brief to be approved by client’s medical and legal teams
– Analyzing medical papers and clinical trials to synthesize information pertinent to the project and working with medical lead to ensure scientific accuracy
– Writing and editing original content for web, video, illustrative slideshows, and brochures (print & digital)
– Collaborating with design and web teams to optimize UI and UX
– Implementing content strategy, including social media, news feed blog, and press release channels
– Managing industry news to curate blog and social media content as well as editorial calendar
– Creating original content to feed digital media channels weekly
Check out more campaigns below!