Lilly – Alzheimer's DTC Campaigns
Lead Copywriter (under Sr. Copywriter direction)
I led copy for two direct-to-consumer projects: the More Than Normal Aging awareness site and TV slot, and the Kisunla™ treatment site.
To echo the emotional weight of the commercial, I crafted language that made the overwhelm of memory loss feel relatable and real, anchored in the everyday moments where confusion first begins. I translated science into clarity and care on the page, giving patients and caregivers words that felt like guidance, not jargon.
Lilly – Alzheimer’s Provider Flashcard
Lead Copywriter
I wrote the full copy for a clinical flashcard designed to help healthcare providers walk patients through the next step in Alzheimer’s testing. Amyloid plaques—abnormal protein clumps in the brain—are one of the earliest pathological signs of Alzheimer’s disease, and identifying their presence can help confirm or rule out a diagnosis.
The assignment meant distilling pages of dense scientific data into something clear, compact, and easy to use in real time. Every line was written to support the provider’s conversation, reinforcing the science while helping guide decision-making with clarity and confidence.
