Darrell Grysko

OPTIVE® is known throughout the eye care industry for its innovation and advanced technology. With the launch of OPTIVE FUSION™, new HA technology in Dry Eye treatment seven years in the making became a reality.

Combining the two most recognised eye care polymers [HA + CMC] into one powerfully soothing drop was a "first" for OPTIVE® and the entire Dry Eye category. This was big news.

The iPad Digital Detail Aid offers a close-up look at the science behind the innovation for healthcare professionals, ophthalmologists, and pharmacists.

Research has shown that there is very little consumer awareness of Dry Eye disease. Many sufferers don't recognise that the burning, dryness, stinging, or tearing symptoms they are experiencing are caused by Dry Eye.

Whether unbranded or lightly branded, this Dry Eye awareness campaign employs the OPTIVE® Symptom Characters to focus on how the condition can impact the daily lives of sufferers.

Completing the OPTIVE® range of products, OPTIVE Plus® Unit Dose was launched as practical and convenient alternatives for lipid-deficient patients. It focuses on the younger, more active Dry Eye patient who is looking for added convenience of taking their relief anywhere. Because the single-use vials contain no preservatives, OPTIVE Plus® UD is also ideal for patients who are sensitive or allergic to any kind of preservation.

The infographic for Optive® was presented for patient viewing in an ophthalmologist's waiting room. Symptoms and facts about chronic Dry Eye disease are featured prominently throughout the poster. As the reader continues to read down the infographic, the immediate call-to-action is to talk to the doctor about Dry Eye and its symptoms once in the exam room.

The Juvéderm infographic was printed and placed in the waiting rooms of aesthetic physicians to inform, enable, and encourage patients to have a meaningful discussion with their physician. It's an impactful opportunity to help them ask the right questions while keeping the featured product top of mind. The infographic also resides in digital form on the Juvéderm website.

The Juvéderm consumer website was revamped to incorporate a new brand look and to rethink the customer experience of the site. The idea was to NOT focus on each of the unique Juvéderm products, but rather on the consumer's wants and needs. 

The new site directs the consumer to the areas of the face they are looking to improve and then offers the solution. Emphasis is put on treating the "total face" rather than specific areas. This approach to facial rejuvenation enhances outcomes and satisfaction rates.

Interesting fact: Juvéderm is considered a "medical device" in the European Union and therefore CAN be marketed directly to consumers. Rx products cannot.

VISTABEL® is the name Allergan has chosen to market BOTOX® cosmetic in the European Union. It is the same formulation as BOTOX® containing botulinum toxin type A and is used to temporarily improve the appearance of moderate-to-severe frown lines between the eyebrows (referred to as the "elevens".)

The VISTABEL® Digital Detail Aid offers a close-up look at the science behind the innovation for healthcare professionals, dermatologists, and aestheticians who are licensed to use the product. The detail aid intentionally takes a "softer" approach to delivering the science so that the healthcare professionals can use the iPad as a tool to explain the benefits of VISTABEL® to their patients. 

The Allergan "Quality Is Key" integrated campaign focuses on changing behaviour during a health care consultation. A competitor created a global scandal by producing inferior and defective breast implant products. As the industry leader, Allergan needed a way to separate its quality products from the competitor's inferior products. The idea was to differentiate themselves as the leader and to help ease patients' growing fears aimed at the medical aesthetics industry.

Rather than responding to bad Euro press, Quality Is Key was launched encouraging patients to ask their doctors what brand of products they use. The campaign consisted of print, online banner ads, a microsite, and in-office materials focusing on five key questions to drive informed conversations between patients and their doctors.

This iPad application gives physicians an easy-to-use tool to interact with a patient's facial anatomy and effectively talk about recommended services. In the app, the physician is able to control the view of various facial anatomy layers. They have the ability to peel back skin, muscle, vein, nerve, and bone layers, or can view these layers through the one-touch navigation feature. 

Feedback from the Allergan Sales Team and from facial aesthetics HCPs have been overwhelmingly positive and supportive. An expanded Phase 2 of the app is currently in development.

The Face-To-Face iPad consulting application was developed around the paper consultation sheets used by practitioners. The goal was to create an digital version that would use the native abilities of the iPad to enhance the doctor/patient consultation process.

The app takes advantage of the iPad's camera, keyboard, surface for drawing naturally with finger or stylus, and it's ability to easily send and share outcomes. This enhanced visualisation process of Face-To-Face increased patient conversations, understanding, and made consultations more collaborative and productive.   

IHateSeizures.com is an unbranded website designed to be a source of inspiration to patients and their families to take a more active role in managing their overall health as an act of defiance against seizure disorders.

Goals:

[1] Encourage overall health and wellness in people with seizure disorders

[2] Offer patients and caregivers empowering information to have productive conversations with their physicians

[3] Be a part of a seizure disorder community and learn about current attitudes toward activity, nutrition, and overall wellness

[4] Build a customer database to cross-promote Upsher-Smith partner products, both currently available and in the pipeline

[5] Reinforce Upsher-Smith's commitment to the seizure disorder community

The goal was to create an innovative solution offering simple, meaningful, and user-friendly information and tools that are relevant to those diagnosed and experiencing seizure clusters or their caregivers.

Using a multi-faceted media strategy tapping the power of social media, web, CRM emails, and print — SeizureClustersConnect.com was launched to a powerful community environment patients and caregivers to educate themselves about seizure clusters, share stories, and learn how to talk to HCPs about the condition.

Disrupting a Mature Market

Proleukin is the only immunotherapy that offers the possibility of a complete response in treating metastatic melanoma and renal cell carcinoma. Oncologists are keenly aware that time is not on their side. Proleukin has been shown to produce a durable complete response lasting beyond 10 years.

The reboot of the Proleukin brand amplifies this message using the Proleukin Survivor Network as basis for the website. A direct and powerful message is used: "I survived metastatic melanoma. You can too. Ask your oncologist about Proleukin. There is no time to waste."

Selfies submitted by actual survivors from the Proleukin Survivor Network are used to add authenticity to the message.

AdrenaClick is a direct competitor of EpiPen, the #1 recognized emergency treatment for anaphylaxis. Due to the life-threatening nature of the allergic reaction, time is always of the essence in treating the patient and getting them to the hospital in time.

Although the formula is the same as EpiPen and other anaphylaxis remedies, AdrenaClick has a newer, more accurate delivery system.

The assignment was to update their website to make it more patient friendly and patient focused while highlighting the brand's new and unique delivery technology. 

Cystinosis is a rare, genetic metabolic condition that affects every cell in the body. There are just 500 diagnosed cases in the US and 2,000 worldwide. With a cost of $36,000 per year, there were significant hurdles to overcome at the launch of PROCYSBI.

The highly researched strategy was to engage with advocacy and key patient influencers to announce the FDA approval of the orphan drug. An insight-driven patient campaign and messaging resonated with the small patient population. The branded website and comprehensive support materials for patients and their extended-care teams were deployed. Key word, interest targeting, and ad messaging strategies for Search Engine Marketing and Facebook campaigns were key to launch success.

Exon Skipping technology is an innovative new therapeutic platform that treats a specific mutation of Duchenne Muscular Dystrophy. Patients and caregivers were not aware of or did not understand the concept of Exon Skipping or the benefits.

The website includes an Exon Mapping Tool to help explain exon deletions and skips and how they may be linked to treatment. The output informs visitors that there is a current therapy being studied with the possibility of future therapies becoming available.

With minimal promotion, SkipAhead.com resulted in more than 700 rare DMD enrollees. 50 potential trial participants were identified in the first 3 months.

Other pieces created exclusively for the print medium.