Managing chronic pain can be complicated—particularly when physicians are treating older patients with comorbidities, concomitant medications, and other factors that can influence treatment decisions.

For OPANA ER®, an extended-release opioid analgesic from Endo Pharmaceuticals, I worked on HCP communications that brought those complexities to the forefront. The creative used focused, clinically relevant messaging to engage healthcare professionals while communicating key considerations around the brand.

My Role

Copywriting • HCP communications • clinical messaging • concept development

I developed copy for HCP promotional and educational materials, translating clinical information into concise, relevant, and engaging messaging for a professional audience.

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Starting with the clinical challenge

Rather than beginning with the product, the work began with a question physicians already faced:

What makes treating the elderly for moderate-to-severe chronic osteoarthritis pain more complex?

The campaign used the realities of managing chronic pain as an entry point into the brand story, creating a more relevant conversation around treatment considerations for older patients.

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Making clinical information easier to navigate

Another piece focused specifically on CYP450 drug interactions, taking a dense clinical subject and organizing it around a simple, memorable visual device.

The goal was to make important product information easier for busy healthcare professionals to understand while maintaining the clinical rigor required of an Rx communication.

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Extending the idea into the professional environment

The campaign also extended into convention communications for the American Pain Society Annual Scientific Meeting.

The event creative connected two sides of the same challenge—patients looking for relief from chronic pain and physicians navigating the complexities of treating it—using a simple question-and-answer structure to invite HCPs into a deeper brand conversation.

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Bringing focus to a complicated treatment category

Across the work, the challenge was the same: communicate within a clinically complex category without making the communication itself feel unnecessarily complicated.

By grounding the messaging in challenges physicians recognized from practice, the work created a clearer entry point into the OPANA ER story while giving HCPs the clinical information they needed to evaluate the brand.