For those with Pulmonary Arterial Hypertension (PAH), lost time is a matter of life and death.
This terminal disease gradually robs patients of their ability to breathe, but most will never try UPTRAVI, a treatment that can delay PAH by 40%.
For UPTRAVI’s 2020 campaign launch, we reinvented the brand from scratch, developing a bold new concept that inspired PAH patients to stop at nothing against their disease.
We executed a 360º patient journey, complete with a full rewrite of UPTRAVI.com and the development of a physical Patient Starter Kit. As one of the core writers on the brand, I worked on a wide range of projects to help make our new campaign a reality.
My Role: Copywriter
Creative Director: Colleen McTaggart
Agency: FCB Chicago
Website Rewrite
I led a complete rewrite of UPTRAVI.com, bringing the brand’s powerful new voice to life and helping visitors find the motivation they needed to fight back against PAH.
Doctor Discussion Guide
To help patients better prepare for challenging discussions with their healthcare providers, we developed a Doctor Discussion Guide that contained the prompts and encouragement they needed to guarantee a productive conversation.
Patient Brochure
As part of the Starter Kit for patients new to UPTRAVI, I wrote a 28-page brochure, overseeing print production and Spanish translation.
Start Card
To make the complex UPTRAVI onboarding process more digestible for new patients, I wrote a Start Card to ensure they had the guidance they needed to begin their treatment.
