Fauna Writer | Scott W. Gray

Olumiant US Launch

The Project:

Co-manage a 17-person creative team to help launch a major pharmaceutical treatment in the US. Steward the development of all creative assets necessary for both DTC and HCP audiences in the US and global markets. Maintain the highest level of accuracy in the initial messaging, then update all creative output once final FDA direction was given.

— Create and revise all claim manuscripts to maintain consistent messaging that aligns with FDA direction

— Update and verify 70+ tactics inside an extremely tight timeline

— Develop all tactics including websites, brochures, email campaigns, printed congress panels, interactive pieces, banners, and educational booklets

— Ensure consistency in copy and art across 5 separate workstreams for different audiences

The Challenge:

Our client developed Olumiant, the first medication specifically indicated to treat alopecia areata, an autoimmune disease that causes a person’s hair to fall out. They wanted to launch Olumiant in the US with a full suite of creative assets that targeted consumers, healthcare professionals, and payer audiences, and ensure the launch allowed them to be the first to market. While that was challenging enough, we were also working with a “draft” version of the medication’s label that required all creative to be extensively updated once the final, FDA-approved, label was received. 

The Solution:

I was asked to co-lead the team of copywriters, medical writers, art directors and designers that would develop the creative pieces we needed to showcase the product’s unique, game-changing benefits. In the months leading up to launch, we worked in several waves of waterfall workflow, with agile-style sprints added in when necessary. 

To launch the product, we worked closely with internal teams to develop the creative manuscripts and tactics, then pivoted into an agile-style workflow to update each piece based on the final FDA direction. This required working 18+ hour days for several weeks to deliver work of the highest quality inside the rigours of an extremely tight timeline that a pharmaceutical launch requires.

The Results:

We successfully launched Olumiant in the US consumer and HCP markets and further developed work for the global market. Our team exceeded all expectations and helped our client execute one of the smoothest and most efficient launches they’ve done.

My Role in this Project:

For this project I wrote an extensive amount of copy, directly managed the copy team, and helped manage the art team. I was ultimately responsible for all creative work we put forward, collaborating with the editorial and account team to achieve best practices and standards. I was in direct contact with our clients and relevant regulatory bodies on an ongoing basis, to ensure creative materials were developed in the most efficient, effective way possible.