Some Case Studies
Nurofen See My Pain
A social and digital HCP engagement campaign challenging the gender pain gap. I established the target personas and developed materials based on unmet needs, driving education mass engagement at scale, leading to the adoption of new approaches across the UK
The initiative earned a Cannes Silver Lion and a Campaign Award, while shifting real conversations around women's pain being taken seriously.
Incyte, Vitiligo Mirror
Analysis into HCP attitudes towards vitiligo discovered the psychological aspects were often misunderstood. This is led to the development of a HCP engagement campaign that used digital storytelling via an AR congress installation, to reduce stigma and build community around a condition that's often invisible in mainstream health narratives. Winner of a PM Society Award.
Pfizer, Breast Cancer Awareness
Managed the development and execution of Pfizer's first-ever TikTok campaign in Europe, supporting patient advocacy in a space where authentic, platform-native content was largely untested in regulated healthcare.
BioCryst, Audience Mapping
Led the analysis of social listening to map HCP and patient behaviour and sentiment, translating conversations into engagement strategies that meaningfully improved specialist value propositions for the treatment for HAE in the US
