Copywriting, content strategy, humor.
As a Senior Copywriter, I concept, develop and execute fully-integrated campaigns for pharmaceutical, health care, and retail clients.
Since 2013, I've specialized in pharmaceutical work for our Novartis, Janssen, and Celgene clients.
While at Hill Holliday, I have also contributed to a client list that includes Staples, Bank of America, Liberty Mutual, Project RED, and CURE.
HCP, patient-facing, and unbranded campaigns for a number of categories, including rare cancers, diabetes, cardiovascular, Alzheimer's, and orphan drugs.
Novartis brands include Afinitor, Gleevec, Diovan, Exelon Patch, Exforge/Exfprge HCT, and Myfortic
Celgene brands include Revlimid and Myeloma Central
Janssen brands include Invokana and Invokamet
Select clips and examples of my pharma work are found throughout this site. For example, try hitting "next" below.
For the past couple of years, I have worked with a small team at Hill Holliday to help promote organ donation and raise awareness of Novartis's role in the organ transplant community.
One of our proudest accomplishments was creating a short, documentary-style feature about a living donation success story in Tucson, AZ.
We've also been able to leverage our agency expertise with Loss of Exclusivity (LoE) and retention marketing campaigns for a number of Novartis antirejection drugs, such as Myfortic and Zortress.
Jim Hafner and his family had an incredible living donation story to tell, so we sent our crew to Tuscon to capture it. This clip is the trailer we used to highlight their story during a special organ donation appreciation night at Fenway Park. The full version is directly below.
Our team was honored to help the Hafner family tell their incredible story of living donation. The recipient, Ryleigh, was given not one, but two new chances at life thanks to living kidney donations from her mother and half-sister.
For most of my life, I've been lucky enough to write about a range of technology topics, especially consumer products ("gadgets"), interactive entertainment (gaming, hardware), and enterprise software (Linux and open source).
Most notably, I was a Contributing Editor for gadget and geek culture site Gizmodo.
As an editor, I published topical news items, long form features, and commentary on design, space exploration, and biotechnology. Being based in Boston gave me special access to a number of fascinating science and tech events at MIT and Harvard University.
My experience also includes stints at GamePro magazine, PC World, and TechTarget.
From 2007 through 2012, I was a Contributing Editor at Gizmodo. I worked with some brilliant minds, learned a lot about the industry, and was able to thrive in a fast-paced, high intensity editorial environment. The article above is my feature about the MIT Media Lab extension, which opened in 2010.
One of my first full-length features at Gizmodo was a profile of the eccentric and utterly fascinating Joe Davis. He was trying to harness lightning, concentrate it into a laser, and use that energy to move a sail-powered ship in space.
OK, so I was a bit early with this one. Apple wasn't quite ready for gaming in 2008, but I'd argue the release of the latest Apple TV controller, things are looking good for my future as a forecaster. Yes, that was sarcasm.
My humor writing is published at McSweeney's, Thought Catalog and the Morning News, where I've written articles about light beer commercials, tiny birds and an unfortunate editing of someone's online dating profile, among many other absurd things. All pieces are organized into the three links below.
McSweeney's Pieces
A realtor tries to sell Han Solo's dead tauntaun. An editor publishes an unflattering version of my dating profile. The word "dude" reflects on its slow decline. And more! Over here: McSweeney's Articles by Jack Loftus
As part of a growing relationship with our Organ Transplant client, we were asked to help grow their 25-year partnership with the Transplant Games of America.
On this page, you'll see a small sample of the conceptual work that marked our early thinking with this relationship.
While at Hill Holliday, I've completed a number of pro bono projects for the Inner-City Scholarship Fund, Citizens United for Research In Epilepsy (CURE), and the Massachusetts Commission on LGBT Youth.
In addition, while I was a member of the content strategy team from 2011-2012, we created a comprehensive technology services editorial program for Staples, which still lives on today. This network of content included DIY articles, photo galleries, video content, and infographics.
We travelled to three local Boston schools to interview students, teacher and faculty about the the Inner-City Scholarship Fund and the impact it has on students like featured speaker, Jasselis.
Short introductory video for the speakers at the annual CURE gala, held in Boston.
Beginning in 2011, we worked with Staples to concept and develop an editorial content network for their EasyTech service. This project entailed cultivating a writer's network for DIY style technology articles (e.g., "How to Set Up a Router"), original educational content (e.g., infographics), and a video series with the EasyTech workers where they answered questions submitted by customers via Facebook and Twitter.
We partnered with LockerGnome's Chris Pirillo to help launch Windows 8 at Staples.
At Hill Holliday, our pharma team has designed and implemented a proven Loss of Exclusivity (LoE) retention platform for our clients. LoE is what occurs when a branded medication patent expires, and the generic equivalent enters the market. Marketing in this environment requires an extensive knowledge of the FDA regulatory landscape, claims, and patience, to say the least.
During the ramp up to LoE, we partner with a client to provide their patients and HCPs with exclusive support programs, co-pay cards, resource kits, tips, financial tools, and other resources. Through these resources, we demonstrate the value of staying with the branded medication, if they (and their doctor) decide it is right for their treatment plan.
On this page are a few recent examples of Novartis brands that we have successfully supported with our LoE strategy.
In 2001, TIME magazine declared, "There is new ammunition against cancer, and these are the bullets." Gleevec's signature orange pills were arranged on the cover like spent shells. This was a targeted cancer therapy, the first of its kind, and it literally transformed one type of cancer from a death sentence into a manageable disease (or better, in many cases). So when Gleevec approached LoE in February 2016, we were ready with the proper send off: Generation GLEEVEC. At the heart of this campaign was a full-service resource program, called Gleevec Patient Support, and with it we offered on-call counselors, co-pay programs, and premium patient kits that included tools, tips and assistance for our patients.
Exelon Patch was a unique in that there are no other Alzheimer's medications that are applied via an adhesive epidermal patch. When this medication went LoE, our approach was to speak to the ease of use that this product provides the patient and caregivers. We would grant them the peace of mind that "one less unknown" provides.
When Exforge went LoE, we provided our patients with a reason to stay on brand using a combination of co-pay card assistance, patient support programs, and content executions that aligned with our audience needs.
This approach included on-site content such as a light-intensity workout program presented in an easy-to-read infographic form, healthy recipes created alongside America's Test Kitchen, and healthy living tips researched from independent third party experts.
Select examples of Multiple Myeloma "corporate leadership" concept mood boards. Treatment for this blood cancer has progressed immensely over the years, and can be considered "manageable" for some patients.
Thanks to revolutionary treatment regimens that include drugs like Revlimid, Multiple Myeloma can be considered a manageable cancer for some patients.
When a company is as driven and successful on the treatment front as Celgene, multiple myeloma treatment can be seen more as a mission than a business.
Celgene HCPs and patients are all-too-familiar with the m-spike. Tracking progress against this indicator is an integral part of the treatment plan. This was our new take on this well-known part of multiple myeloma tracking.
I've always loved sketching and cartooning, but never really took the time to hone or develop my craft. So I bought some books, started practicing, blew some money on an iPad Pro, and someday I hope to be published for my efforts.
From 2007-2011, I was a member of the Everest Poker marketing team, based in Cambridge, MA. We were tasked with running social media, SEO, and event marketing for the Everest Poker brand (a division of the Paris-based BetClic Everest gaming group). At the time, Everest was the 6th-largest online poker room in the world.
Our Poker room followed around a selection of sponsored players as they competed at the World Series of Poker in Las Vegas.
Medium is an online publishing platform where I post all the wonderful articles that didn't quite make the cut at McSweeney's or elsewhere. This collection is essentially one degree of separation from my parents' fridge, but I love them all the same.
