Rob Crawford

Healthcare creative lead
with a unique background and skillset

Copywriting and concepting

• Omnicom Health
• WPP
• IPG Health

AI proficient

• SEO and GEO
• AI optimizing across platforms & workstreams
• Expert hallucination catcher

Unique background

• Yale University
• Columbia University
• HarperCollins Publishers

Pfizer
Unbranded Campaign
Live at actfastbraf.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 of a wishing well for the oncology brand Welireg went into market research.

NPA
Pro Bono Campaign
In Progress

The concept of a magical portal encountered in daily life was selected by this non-profit organization, the National Psychedelics Association, which offers psychedelic-based treatment for mental wellness 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.

Award-winning campaign launch
Merck

Helped launch the Manny-award winning “Unraveling MS” campaign.

About Rob Crawford

I am a graduate of Yale University (B.A.) and Columbia University (M.F.A.) with ~7 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.