The brief
Pneumococcal disease isn’t front-of-mind for most adults — and HCPs are the gateway to vaccination, making hundreds of recommendation calls a day. The brief: an HCP email program for Capvaxive (Merck’s 21-valent pneumococcal vaccine) that landed in inboxes already crowded with pharma email, gave practitioners a clear reason to raise it in the next consult, and connected to deeper clinical resources for the HCPs who wanted the data.
What I led
- HCP-facing email program introducing Capvaxive’s 21-serotype coverage in language practitioners could actually use with patients
- Eligibility-first messaging architecture — surface the candidate patient profile in the first scan, so HCPs identify who fits without re-reading the body
- Conversation-coded copy — email that doesn’t just inform but gives the HCP an opening to raise vaccination in the consult
- Companion clinical content — supporting resources for HCPs wanting deeper data after the email lands
- Tone consistency with the broader campaign — same brand voice carried into social, web, and HCP inbox
Why it matters
Writing for time-poor specialist audiences — every word earning its place, no hedge, no fluff. The discipline of “make the most of one screen of attention” transfers cleanly from pharma HCP email to any B2B, specialist-audience, or high-value-decision email program — SaaS, financial services, healthcare adjacent, professional services.