My Contributions: Brand + Content Strategy • Senior Copywriting + Editing • Research • Concept Development • Client Presentation
LOWER YOUR TRIGLYCERIDES
GLAXOSMITHKLINE WAS NEGOTIATING TO ACQUIRE LOVAZA—THE FIRST NATURALLY DERIVED TRIGLYCERIDE MEDICATION TO WIN FDA APPROVAL—
AND WANTED TO SEE HOW THE BENEFITS MIGHT BE COMMUNICATED ONLINE.
• Brand + Content Strategy
• Additional Research
• Team Support
• Concept Development
SK wanted more than just an advertising
campaign—they wanted to communicate
how LOVAZA worked within the body, and what people could do to lower high triglyceride levels over the long-term both by using the medication and by changing their lifestyle habits.
The comprehensive explanation was thought to be necessary for one simple reason: There were other triglyceride supplements on the market that contained Omega-3 fatty acids, but LOVAZA was the first of its type to win FDA approval, which classified it as a medication and not merely as a supplement.
Furthermore, LOVAZA could claim to be naturally derived due to an intense purification process that removed by-products, and could boast higher efficacy during clinical trials because of it.
We developed an online campaign to reach our target audience quickly, and chose a digest-like format to convey as much information as possible on each page without overwhelming the reader.
The digest format also catered to our primary demographic, which was older and preferred to read at length rather than to learn through a series of headlines and/or sound-bites.
Research was intensive and on-going. Since I knew relatively little about cholesterol and triglyceride levels, I attended seminars by specialists at the Memorial Sloan Kettering Cancer Center, and read a host of printed and online materials.
In addition, I interviewed physicians, lipidologists, cardiologists, and other subject-matter experts to make certain everything I wrote was accurate and legally compliant.
Every piece of creative content was vetted by a number of internal and external specialists.
As mentioned above, we gave readers more than just the biological reasons for LOVAZA’s efficacy—we offered strategies to help them better manage their high triglyceride levels.
For example, after explaining what triglyceride level is considered undesirable, we gave readers a way to identify their risk factors, and adjust their behaviors accordingly.
Many of these adjustments applied to diet and exercise, but we urged people to consider other things, as well, including medication regimens, allergies, family medical history, past efficacies, expected reactions, and so on.
Other supplementary information included video interviews with doctors and patients, a glossary of terms, fitness strategies, dosage and reminder tools, a cholesterol tracker, questionnaires, motivational and time-management resources, and more.
The final consumer website was over 40 pages. We developed a site for medical professionals, as well, that provided clinical information in the form of downloads, streaming videos, and white papers. The result: GSK acquired LOVAZA with a sound idea of how to communicate its many benefits to the public.