The brief
HCPs get a lot of pharma email. Most of it lands somewhere between “ignore” and “delete unread.” The brief was an email campaign that did the opposite — introduced DIFICID as a treatment option for eligible patients in language tight enough to be read, structured enough to be acted on.
What I led
- Core messaging — clear, concise introduction of DIFICID as a treatment solution with the key product attributes surfaced first
- Eligibility criteria copy designed so HCPs could identify suitable patients in a single scan, not a careful read
- Engaging content design that drove awareness without diluting the clinical signal
- Integrated CTAs and resources linking to supporting clinical information for the HCPs who wanted more
Why it matters
Writing for time-poor specialist audiences — every word earning its place, no filler, no hedge — transfers to any B2B or specialist-audience email program. The discipline of “make the most of one screen of attention” is the same in pharma, B2B SaaS, or financial services.