Pharma Trials
Campaign Concepting, Copywriting
BRIEF: Horizon Therapeutics needed a recruitment campaign for a clinical study on Discoid Lupus Erythematosus (DLE), including Facebook ads, clinic posters, and study support collateral. The goal was to reach and motivate a highly specific patient population while staying within strict pharmaceutical guidelines.
CHALLENGE: DLE is a disfiguring condition, often affecting the face, and accurate, ethical patient photography was not feasible or appropriate. At the same time, the recruitment space was crowded with similar studies, so the campaign had to stand out without over-promising results or sensationalizing the condition.
RESEARCH: I reviewed visuals and messaging from competing DLE and similar dermatology trials to understand category norms in tone, imagery, and language. That scan revealed a landscape of generic, cautious creative which was heavy on clinical phrasing and stock imagery.
APPROACH: I built the concept around an insight patients could instantly recognize: trying to cover up their DLE. I wrote the headline and paired it with images of people obscuring their faces with flowers, hands, or clothing, creating a light-hearted yet empathetic tone. It was playful, yet respectful of the condition.
RESULTS & IMPACT: The trial exceeded its recruitment goals by 30% and delivered results ahead of schedule. The distinctive, relatable visuals and headline helped the study stand out among more conventional campaigns, showing that patient-centered creativity can drive engagement even within tightly regulated pharmaceutical environments.
SOLUTION: I designed the full recruitment ecosystem: social ads, clinic posters, and cohesive study collateral that all echoed the hiding/revealing visual motif while delivering required clinical information. The work carefully balanced approachable creative with compliant, clear messaging aligned with medical and copy teams.
