
A glimpse at the future of treating Alzheimer's disease
Aduhelm global launch campaign
Opening new possibilities in the treatment of Alzheimer's
Biogen's breakthrough therapy confronted some serious challenges: a controversial clinical study, a completely new treatment paradigm, and a complex new set of safety issues. And yet, as the first disease-modifying treatment for AD, the product heralded the beginning of a new era in care.
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We needed to declare the momentous promise of this transformation, while also signaling the confidence and authority that clinicians could rely on to help them with the challenges inherent to adopting a new treatment approach.
My team created a global launch campaign for the full gamut of HCP communications: neuros to nurses, assessment to administration, MOA to modular content.
We took a global-first approach, briefing creative groups around the world for ideation, engaging client teams in all key regions throughout the process, and testing the ideas in multiple markets.
The result was a campaign that inspired. Providers sparked to the product as fundamentally transformative, and rallied to the brand's authoritative voice of leadership.






Mechanism of Action
A monoclonal antibody that works miracles
I led a collaboration with the artists and animators at Hybrid to visualize the progression of the disease, and how the product was thought to affect it.
