Managed Care
Rx advertising is about drugs and their properties per se, whereas MANAGED MARKETS promotes and evaluates drugs in the broader context of communities, managed care organizations, and social and economic realities.
The challenge and intrigue of managed markets writing is to establish the need for a drug by building a case for the prevalence of the disease and the dangers it poses.
Ambien CR
I wrote a managed care monograph for Ambien CR in 2005. The project was fascinating because it involved the economics and sociology of insomnia.
Before I started writing the managed care monograph, I did not realize that America was facing an insomnia and somnolence epidemic that portended significant peril for our society. In particular, I learned how badly senior citizens suffer from insomnia, and how much pressure senior insomnia puts on health-care providers and caretakers.
Vytorin
I worked on a slide kit for Vytorin managed care in which I used twenty references to demonstrate that cholesterolemia was a disease that needed to be managed in order to curb costs and prevent death and serious disease.
Women's healthcare
I wrote introductory copy and analysis for a digest that organized and explained a national survey of women probing their health care and pharmacy benefits and their attitudes atoward them. I processed and explained data on over 100 slides.
HPV Vaccine and Cervical Cancer
I wrote an FAQ and sales training slide presentation regarding the epidemiology of HPV and the importance of preventing high risk HPV if possible.
Lucentis
I wrote eighty messages to launch Lucentis for managed markets
Plavix
I worked on an interactive tool containing disease information, guidelines, registries, and quality performance measures to be used by reps in the field
Erbitux
I annotated an 80 slide value-prop slide deck
BMS/Oncology
I wrote a patient brochure to explain the health insurance process for obtaining expensive therapies, including prior authorization, the health insurance appeals process, etc.
LIVALO
I wrote a managed markets detail aid for the launch of the new statin.