The brief
HIV treatment had settled into a pattern: PIs and INIs were standard of care, NNRTIs were largely off the consideration list. Delstrigo (doravirine) needed a brand story that didn’t just inform HCPs of an option but actively reframed when an NNRTI made sense in the first place — without contradicting the prevailing treatment paradigm.
What I led
- Safety profile messaging on doravirine, emphasizing tolerability in language HCPs could use directly with patients
- Patient profiles illustrating who, exactly, was suitable for switching to NNRTI-based therapy — real-world examples grounded in clinical practice
- Brand repositioning copy that surfaced NNRTIs as a viable switch option rather than positioning Delstrigo against PIs/INIs directly
- Switch-conversation tools for HCPs — frameworks for raising the conversation with patients on stable regimens
Why it matters
This is the case study for any brand needing to reframe how its category is considered — not louder messaging in the existing frame, but a new frame that gives the audience a fresh reason to look. The strategic discipline transfers to any brand fighting category gravity.