The Way Forward
Vertex Pharmaceuticals makes life-saving medications for people with cystic fibrosis (CF). I was the copy lead for Vertex GPS, its patient support program, which helped patients navigate all aspects of their lifelong journey with CF under the brand campaign “The Way Forward.”
Content ranged from support about the medications themselves to navigating insurance coverage plus lifestyle content, including tips and advice, patient stories, and other activities to engage and uplift the community.
Since many patients with CF are children, content targeted adult caregivers and patients with a range of ages—including activities geared toward young children and adult patients.
A mix of narrative storytelling plus more hard-working content helped meet the wide range of audience needs within the strict compliance-driven guidelines. I developed seasonal newsletter campaigns distributed across direct mail, digital, and social that offered fun activities, recipes, and helpful reminders for patients. Day-to-day lifecycle marketing emails, patient and case manager videos, call scripts, and more were also on the daily to-do list.