Have you ever met a brand persona? Nope, because they don’t exist beyond Powerpoint decks. This is the story of how we went from persona to person, making Trulicity, an injection that helps type 2 diabetes patients produce their own insulin, as individual as each unique patient.

Psoriasis’ impact goes beyond the visible body. It’s deep and impacts self-esteem, socialization, work, lifestyle, and relationships. More than that, it impacts each individual in very unique ways. My Clear Truth is a fully data-driven personalized support experience, designed in a mobile-first interactive cards style to help patients realize how the disease is impacting their lives on a personal level, so they can ask the doctor for a more effective treatment: Taltz. We started with new audiences segmented around mindsets, not just disease states. We tested multiple styles and messages for the cards against these audiences and used AI to learn and deliver the right experience to each individual.

Part of the Seven Moments Campaign, this patient testimonial video shows how Robin was able to overcome Rheumatoid Arthritis symptoms to reconnect with her best self, experiencing moments of joy and inner-fulfillment once again.

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How did I end up in the healthcare world? And why do I love it? You can learn more about my connection to healthcare advertising in this interview I gave to Clio when I was selected as a jury member for the Clio Health Awards.

About 1,2 million American children suffer from peanut allergy. Palforzia is the first and only FDA-approved treatment for this condition, that does not cure it but can help blunt life-threatening reactions. Using the concept Take the Power Back from Peanuts, we created an integrated campaign showing how kids can power up with Palforzia and give parents the peace of mind they so need.

> Please use the password enjoythework to watch the video.