Strategic Concepting
Because great copy starts before anyone writes a word.
The best pharma campaigns I’ve worked on had one thing in common: someone asked the hard questions before the brief went out.
Who exactly are we talking to? What do they already believe? What’s the one thing we need them to think, feel, or do differently after seeing this? What does the brand own that no one else can claim?
That’s the work I love most. Not just executing a brief, but helping shape it. Finding the strategic insight that makes everything downstream easier. The headline that writes itself, the campaign that holds together across every channel, the tagline that’s not just clever but meaningful.
At the Group Copy Supervisor level, I’ve built messaging frameworks from scratch, led concepting sessions across disciplines, and helped brand teams find their point of view before a single line of body copy gets written.
Where I add value:
• Campaign platform development and ideation
• Messaging architecture and hierarchy
• Brand voice and tone definition
• Positioning workshops and strategic concepting sessions
• Integrated campaign thinking across HCP, patient, and payer audiences
• Creative brief development and refinement
