EricSonnenscheinCreative

The Art and Science of Copywriting
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Give me your graphs and charts and I will turn it into content
 
PHARMA

There are conceptual writers and science writers.  I'm a hybrid.
 
When I started to pursue an advertising career, I did what consumer copywriters are supposed to do.  I collected a portfolio of my best concepts.
 
When I entered pharmaceutical advertising, there were two kinds of writers in coexistence--consumer writers and science writers. 
 
I set out to be both.
 
                                                                     
I learned to write about science and to create science concepts.  I learned to read and analyze clinical articles and data--and to think strategically. 
 
After five years I was hired on the strength of the science in my book.
                                           
I have written about many 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
  • Coronary artery disease
  • Age-related macular degeneration
  • Antibiotics for nosocomial infectio

 

Did I forget overactive bladder, GERD and stress incontinence?  Just being polite.

                                                                                  

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

 
This GERD-busting blockbuster was my first major launch, and above, was one of my first concepts to be tested. 
 
The concept above was not used to promote NEXIUM and solely represents my thinking
 
RESTASIS

 
Restasis is indicated for dry eye disease, an inflammatory disease that compromises the tear film
 
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 brands and manufacturers mentioned in them.  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.

REGRANEX
 
 is a drug indicated for diabetic foot ulcers. 
 
This concept was intended to show the urgency of treating small foot wounds, which can result in infection, gangrene, and amputation..
 
The concept above was not used to promote NEXIUM and solely represents my thinking