Johnson & Johnson > XARELTO
THERE’S MORE TO KNOW: Living with atrial fibrillation (AFib) can be complicated and confusing. But when it comes to protecting your life, you want to be as informed and knowledgeable as you can about treating your condition. In the blood thinner market, generics like warfarin are the dominate player and once a patient starts, they rarely switch regimens. That’s why we partnered with NBA legend Jerry West, who’s also living with AFib, to get our message out to this hard-to-reach audience. Because when you’re considering a blood thinner, the more you know, the more you can do to reduce your risk of stroke. As the newly minted ACD on this project, it was my first opportunity to apply background in clinical research to copywriting for a TV audience. I scripted Mr. West, assisted with direction on set, and wrote the brand tagline.
