Abigail M. Waters

— PROJECT NAME

Caregiver Brochure

— ROLE

Content strategy

Copywriter

— CATEGORY

Rare disease (genetic)

DTC

For our rare disease client, the Overview Brochure was their staple print piece for their DTC marketing. After the creation of a new campaign and market research, it was time to give the piece a refresh.

I attended 12 market research sessions with caregivers who were either unfamiliar with or hesitant about the brand. I took the learnings from these sessions to make strategic updates to content, tone, and messaging—and synthesized them with the client’s business objectives and preferences.

Below are some selected pages.

The study design was the most complicated—how could we introduce caregivers to specific, scientific evaluation criteria? Because caregivers were involved in the clinical trial, we were able to use language that brought caregivers in.