VUMERITY
The #1 brand-name pill for relapsing multiple sclerosis.
In a crowded market, we make VUMERITY stand out. And for a brand that’s been out there for quite some time, strategy has never been more important. Each tactic is grounded in strategy to meet our patients where they are.
The ask
Produce two videos to further educate VUMERITY patients about how Biogen Support Services can help them on their treatment journey.
Background
VUMERITY patients have access to a robust support program called Biogen Support Services. With Support Coordinators and Nurse Educators just a phone call away, patients can have support at their fingertips.
The main challenge was this: the standard imagery and language used to promote the support program doesn’t feel very authentic, and patients aren’t sure who to contact with their questions. Our goal with these videos was to give patients a glimpse of who may be on the other end of the phone. Through a friendly series of “quick tips”, these authentic videos give the support program some personal flair.
Contributions
Worked with an art director on ideation and concepting
Presented the concepts to the client
Wrote interview questions for a preliminary meeting with our support services people
Took the lead on one of the interviews
Created discussion guides for both videos
Helped the team on set, and monitored the interviews for regulatory watch outs
Annotated and fact checked all claims
Put together paper edits in post production
Worked with an editor to iron out the final video edits
Note: I also worked on the landing page that houses these videos. Click the header above to check out the page.
TikTok
The ask
Create an awareness-driven TikTok using a trend native to the platform.
Background
TikTok videos thrive when they jump on current trends and use a catchy audio. In this ad, we checked off both of those boxes. The strategy was to emphasize convenience, to show that VUMERITY can go where you go because it’s a pill. Quick transitions from one scene to another show how VUMERITY can fit into a daily routine.
Contributions
Collaborated with an art director to create storyboards
Assisted with the location scouting process
Attended the live shoot and helped the team on set
The ask
Write patient-friendly messaging from a long-term clinical study.
Background
A strategic imperative for the brand is to establish VUMERITY as a safe treatment for the long-term. This messaging from a 13-year study carries this strategy forward, showing that it is safe and effective over time.
Contributions
Used a checklist of data from the study to write messaging options
Took the messaging options through client and regulatory/legal/medical reviews
Collaborated with the UX and XD teams to create a digestible web page
A brochure, a dosing card, and a glossary… oh my!
The ask
Create materials to equip patients with the information they need to get started with treatment and feel empowered along the way.
Background
Through data and research, our client found that one of the most difficult parts of treatment for VUMERITY patients is getting started. From dosing to navigating insurance authorizations, the process was overwhelming for people.
That’s why we kicked off P360 (or, Patient 360)— a mini campaign that included resources to help patients through the getting started process and prevent discontinuations. Our goal was to make sure people had the information and resources they need to make the most out of treatment.
Contributions
Crafted copy for all P360 assets as lead writer
Annotated and fact checked all copy
Presented copy to the internal team and clients
Worked with an art director to ensure layout and copy flow were digestible and patient-friendly
Click each piece below to see the full PDF.
