Rx: Get Better Copy
with Rob Crawford

Healthcare creative lead
with a unique background and skillset

“A master messager.”
—VP creative supervisor

AI proficient

AI optimizing across platforms & workstreams; expert hallucination catcher

Unique experience

Yale University, BA
Columbia University, MFA
HarperCollins Publishers

Medical copywriting and concepting

Omnicom
WPP
FCB Health

Pfizer: Unbranded Campaign

Currently in market at: act fast braf . com

This unbranded concept for Pfizer memorably communicates, with wit and immediacy, the urgent dangers of BRAF-mutant mCRC. This campaign is currently live. Besides the website, other tactics for this campaign include a data brochure and driver banner ads.

Daiichi-Sankyo: Internal Excitement

Produced and released

This internal excitement campaign for a new indication was pulled through into a variety of activations for the corporate office, including shirts, pop-ups, mouse pads, floor decals, and tote bags.

Merck: Branded Campaign

Lead Concept

This lead concept went into market research for the oncology brand Welireg.

NPA: Pro Bono Campaign

Selected, In Progress

This concept depicts an urban-based millennial amid daily chores, peering into a magical portal. This organization offers psychedelic-based treatment for depression and anxiety in Oregon.

KEYTRUDA + LENVIMA
Merck + Eisai

Wrote core brand messaging across multiple indications such as endometrial, renal, and pan tumor

ENHERTU
Daiichi Sankyo + AstraZeneca

Worked to launch indications for gastric and lung, US and global

Optune Gio + Optune Lua
Novocure

Shaped strategic pivot messaging and core brand messaging and led multiple KOL video series across both products

GAZYVA
Genentech

Brand messaging for this product with a newly launched indication

PADCEV
Astellas + Pfizer

Helped with label updates including a new indication launch

XOFLUZA
Genentech

New messaging for a launch: DTC messaging for this prescription product

XTANDI
Astellas + Pfizer

Worked to launch a new indication in prostate cancer

Unbranded campaign launch
Merck

Worked to launch the Manny-award winning “Unraveling MS” campaign for Merck

About Rob Crawford

I am a graduate of Yale University (B.A.) and Columbia University (M.F.A.) with 6 years’ experience in healthcare advertising. I am passionate about using my creative, concepting, and copywriting skills to help brands communicate clearly and effectively. Please reach out to connect.