Pharma Direct to Physician

Give me your graphs and charts and I will turn them into content

PHARMA: Direct-to-physician

There are conceptual writers and science writers. I'm a hybrid.

I launched my advertising career as a consumer copywriter, learning how to write smart headlines and eye-catching concepts.

In medical advertising, my consumer background was only partly relevant.

Two kinds of writer coexisted in pharma when I arrived: consumer writers and science writers. The former were conceptual; the latter were fluent in science and data analysis.

I set out to be both.

A concept for a therapy for PAH

I read extensively about physiology, diseases and pharmacology. I learned to write about science and to devise science concepts. I taught myself to read and analyze clinical articles and data--and to think strategically.

After five years I was hired on the strength of the science content in my book.

I have written a range of promotional materials in various therapeutic areas, including pulmonology, urology, cardiology, neurology, oncology, ophthalmology, gynecology, rheumotology and orthopedics.

I have written on:

Asthma
Menopause
Crohn's disease
Conjunctivitis sicca
Colon cancer
Benign prostate hyperplasia
Pulmonary arterial hyper-tension
Intermittent claudication
DFUs
Nerve pain
Cardiovascular disease
Age-related macular degeneration
Antibiotics for nosocomial infections

Did I forget overactive bladder, GERD and stress
incontinence?

Just being polite.

The concept above was not used to promote this product for pulmonary arterial hypertension; it solely represents my creative thinking about it.

GERD

This GERD-busting blockbuster was my first major launch, and the concept above was one of my first to be research-tested.

The concept above was not used to promote NEXIUM and solely represents my thinking about the product.

DRY EYE DISEASE

Restasis is indicated for dry eye disease, an inflammatory condition that hinders a person's ability to produce tears and damages the tear film and cornea. The concept above underscored the similarity of dry eye disease with other inflammatory conditions.

Please note that the concepts and copy exhibited in this website solely represent and are intended to promote my thinking and creative vision, and not the referenced brands and manufacturers. Wherever a concept was published, printed, or produced, it is duly noted. Advertising creative is frequently speculative--even when it is done in a professional setting.

DIABETIC FOOT ULCERS

Restasis(R) is a topical medicine for the treatment of diabetic foot ulcers. This concept conveyed the urgency of treating small foot wounds, which may result in infection, gangrene and amputation.

The concept above was not used to promote this product and solely represents my creative thinking about it.

EricSonnenscheinCreative

The Art and Science of Copywriting