Case study: Novartis
Copy: Executive speech
Marketing challenge: For the launch of its new eczema medication, Elidel, Novartis needed an executive speech to inform, educate and motivate the pharma giant’s national sales team. Sandwiched between other speeches, exhibits and entertainment during a three-day, $5 million launch, the speech had to credibly relay key product and competitive information to its distracted audience.
Copywriting solution: After thoroughly researching Elidel, its competitor products and targeted customers (pediatricians and primary care physicians) I created upbeat copy that touched on sales reps’ pain points. Reps came away with crucial, distilled information and confidence to detail physician-customers.
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