Your Guide to ORKAMBI

Client: Vertex Pharmaceuticals Incorporated

As the lead writer in the launch of ORKAMBI, a groundbreaking drug that treats the cause of the most common cystic fibrosis (CF) gene mutation, I set the tone of all marketing collateral. Starting with message testing involving dozens of people with CF and parents of younger children with this condition, I devised the story of ORKAMBI that was pulled through all of the brand’s marketing material.

Patient support, of course, is integral to the success of a drug. It helps people understand and adhere to their treatment. I wrote both incoming and outgoing call scripts for the Vertex Guidance & Patient Support program. These scripts were used by call center reps to assist people taking ORKAMBI.

The centerpiece of the brand’s marketing is Your Guide to ORKAMBI, which is distributed to people once they start therapy. Its purpose is to explain how the drug works, the potential benefits and side effects, tips on eating (malnutrition is a common symptom of CF), and managing treatments.