Essentials HCP brochure copy: laying out the facts for doctors
I worked on many RESTASIS projects, and when asked to choose between consumer and HCP sides, I chose HCP. This Essentials brochure was my first substantial RESTASIS assignment, weeks after I’d started again full-time at FCB.
I also spent many months on a patient brochure for RESTASIS, and though much of that work survived intact when the next creatives took it over, I’ll leave that piece to them, because they did a good job. Kudos.
We had updated the EMVA (iPad sales aid for reps) with expanded proof-point data in new charts (that took a remarkably long time to finesse) and were starting a wholesale revision of that piece when Allergan’s patents were invalidated, essentially terminating the account for an extended period.