Experimental medicine can be a healthcare choice, and sometimes that means finding new ways to attack the disease.

Role: Copywriter

Industry: Health and Pharmaceutical

Client: UniQure

Objective: Populate a study for an experimental medication that required literal brain surgery to deliver the investigational drug to the source of unilateral refractory temporal lobe epilepsy.

Challenge: This project presented several challenges. First, for the patient materials, the complex and frightening subject matter had to be handled with a great deal of care in order to avoid misleading the patients or scaring them away. The doctor materials were challenging because they needed to be condensed from a large volume of source material into relatively brief, but informational pieces.

Approach: A true partnership between creative services and the sponsor needed to be developed. We went through many iterate-and-improve cycles until we struck the ideal balance of informative, accessible, and useful for the primary audience.

Key Deliverables:

• Two patient pieces: A 20-page Education Guide and a Patient Journey tri-fold brochure.

• Two physician pieces: A 5-page pre- and post-operative procedure document on laminated cardstock and a 10-page set of laminated cards on an O-ring detailing the process for preparing the investigational medication.