Healthcare
“AD in 3D” Teaser Video
Client: Eli Lilly and Company
Audience: Neurologists and others attending the 2025 American Academy of Neurology Annual Meeting
Background: “AD in 3D” was an immersive two-hour program that explored Alzheimer’s disease and its modifiable risk factors. The program featured expert speakers, including Dr. Bennet Omalu, and an augmented reality experience. The teaser video needed to be compelling, yet compliant, while covering a complex topic.
Strategy: Create a video in the spirit of a Neil deGrasse Tyson that inspires wonder and the desire to see more
Senior Copywriter, Real Chemistry
“Migraine Newsroom Live” Teaser Video
Client: Eli Lilly and Company
Audience: Neurologists and others attending the 2025 American Academy of Neurology Annual Meeting
Background: How do you cover the latest key findings about migraine treatment? Well, like Anchorman, of course! Working with the medical writers and the creative director, I built out the script to turn migraine medical content into something fun, entertaining, and highly educational. It also helped that we had a great “cast” of HCPs to bring the program to life. This promo video helped pave the way for this memorable program.
Strategy: Create a teaser video that gives viewers a taste of the tongue-in-cheek—yet truly educational program—to come. Ron Burgundy would be proud.
Senior Copywriter, Avant Healthcare
“Skip the Trips” In-Office Poster
Client: Roche Diagnostics
Audience: Patients visiting the doctor’s office
Background: With the CoaguChek XS System from Roche Diagnostics, patients can save the time and skip the hassle of going to the doctor for PT/INR testing. Roche wanted to spread the word in a way that was easy and approachable for patients.
Strategy: Create upbeat messaging that’s short, sweet and memorable. I also concepted the “I <3 self-testing” tagline.
Senior Copywriter, gyro
Agency Thought Leadership
Client: Avant Healthcare (reposted by Real Chemistry)
Audience: Pharmaceutical marketers
Background: Avant wanted share their POV on how promotional medical education can help foster positive change in achieving equitable healthcare for all.
Strategy: Develop a thoughtful and compelling blog post that demonstrates Avant’s committment to health equity by sharing three short case studies
Senior Copywriter, Real Chemistry
“How I Got My Bravery Badge” Children’s Story
Client: Cancer Family Care (Spec work)
Audience: Cancer Family Care clients, families, friends, and supporters in the community
Background: Cancer Family Care was a pro bono client of gyro’s. Their director had spoken to us about the idea of publishing a book that could be a fundraiser for Camp Courage, which is a one day camp for children impacted by a cancer diagnosis or loss in the family.
Strategy: Create a story about Camp Courage that shows what being brave really means—from a child’s point of view
Copywriter, gyro
“Healthcare.nxt” State-of-the-Industry Report
Client: Hewlett Packard Enterprise (HPE)
Audience: Purchasers and decision-makers of enterprise-level IT products, solutions, and services
Background: “Healthcare.nxt” was one of several industry reports that gyro developed for HPE. The report was meant to position HPE as a source of authority among IT purchasers in the healthcare space by demonstrating a comprehensive understanding of the challenges facing healthcare. It was developed in close concert with the client. Together, we thought through the strategy that would shape the story.
Strategy: Develop a piece of thought leadership that provides a Wired-magazine-level reading experience, with intelligent, thought-provoking copy and imagery from cover to cover
Editor, Content Marketing, gyro
Naming: “Neurizons” Thought-Leader Vodcasts
Client: Eli Lilly and Company
Audience: Neurologists and other HCPs who diagnose and treat Alzheimer’s disease
Background: Real Chemistry developed a vodcast series led by Dr. Bert Vargas, who is Lilly’s Associate Vice President of Neuroscience, US Medical Affairs. In this series, Dr. Vargas travels the country and has thought-provoking conversations about cognitive health with clinical and research experts.
Strategy: Create a name that speaks to a sense of curiosity and hope and evokes the idea of exploring fresh thinking and new frontiers in cognitive health
Senior Copywriter, Real Chemistry
Coaguchek Patient Brochure
Client: Roche Diagnostics
Audience: Patients who are appropriate for self-testing their PT/INR
Background: Self-testing for PT/INR offers patients much greater convenience. However, the idea of switching to a new testing routine can bring questions, too. Roche Diagnostics wanted to create a small brochure that could help put patients’ minds at ease.
Strategy: Create a patient-friendly, yet comprehensive, in-office brochure to educate patients about self-testing for PT/INR
Editor, Marketing Content, gyro
Eohilia Infographic
Client: Takeda Pharmaceuticals
Audience: Treating physicians
Background: Just prior to launching Eohilia, which treats EoE, Takeda wanted to create an infographic that showcased it’s clinical research data that was easy to understand at a glance.
Strategy: Simplify highly complex medical data into an “easy to digest” infographic that echoes the linear path of the esophagus
Senior Copywriter, Avant Healthcare