PediaSure needed to communicate the value of pediatric nutrition to very different audiences—from parents concerned about their child’s growth and nutrition to pediatricians making recommendations in the exam room.

The challenge wasn’t simply creating individual pieces. It was translating the same product story across consumer, professional, retail, digital, and sales channels while giving each audience the information they needed in a voice that made sense for them.

My Role
Copywriter

Deliverables
Consumer + HCP messaging • brochures • print advertising • sales aid • website content • e-commerce • shopper marketing • point-of-sale

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One brand. Very different conversations

A parent standing in a store aisle has different questions than a pediatrician evaluating nutrition options for a patient. And the sales representative talking with that pediatrician needs something different again. My role was to help make the PediaSure story relevant at each of those moments.

For parents, that meant approachable, benefit-focused communication around growth and supplemental nutrition. For healthcare professionals, it meant more clinically grounded messaging designed to support conversations about appropriate nutrition. And for the sales team, it meant translating that story into tools they could use in conversations with pediatricians.

One product story, adapted for the needs of parents and healthcare professionals.

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Taking the story from the exam room to the store aisle

The work extended across the customer journey. I wrote consumer brochures, print advertising and web content, along with shopper marketing materials designed for the retail environment—including shelf talkers, blades, and floor displays. I also developed HCP-facing materials and copy for a sales aid used by representatives in conversations with pediatricians.

That required more than changing a headline from one execution to another. Each touchpoint had a different job to do while still needing to feel unmistakably like the same brand.

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Equipping the sales force

For healthcare professionals, we developed materials that provided pediatricians with relevant product information and supported the recommendation conversation.

I also wrote the sales aid used by representatives when speaking with physicians—organizing the story so reps could move through the information naturally while keeping the communication focused on what mattered to the HCP.

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Building a brand across audiences

The PediaSure work gave me the opportunity to write for virtually every part of a healthcare brand ecosystem: consumer, HCP, sales, digital, e-commerce, retail, and shopper marketing.

More importantly, it taught me how to recognize what needs to remain consistent—and what needs to change—when the same brand has to speak to audiences with very different needs.

The message wasn’t simply repeated across channels. It was translated for the person receiving it.