Seeding the Market

They say an apple a day keeps the doctor away, but we used this metaphor to open doctor's eyes and capture their attention to the mechanism of disease deeper within Pulmonary Arterial Hypertension (PAH).

This was a campaign that I served as Creative Director and had a guiding role in helping our copy/art team bring to life. It was their idea, I just nourished it (as Calcium likes to say). View this splash page while it's still live at https://pah.clinalert.com/PAHthecore/ Plus, there's a lot more strategy behind the scenes that I had a direct hand in developing—and led to this creative disease-education (DSE) campaign.

Meanwhile, one of the more unusual things this startup biotech was able to do was create an MOA video for conventions and investor meetings before launch. We scripted and guided production of this classic, science-driven illustrated video. It goes back and forth from the anatomical level to the cellular level to demonstrate both MOD of PAH and MOA of the investigational agent sotatercept.

This campaign is the intellectual property of Calcium USA and Acceleron (now transferred to Merck Co.)