OZEMPIC® Diabetes · Novo Nordisk · HCP ·

THE CHALLENGE
Ozempic® is one of the most scrutinized brands in medicine, and the chronic kidney disease (CKD) indication was its most demanding expansion yet — Ozempic® became the only GLP-1 RA indicated to reduce the risk of CKD progression in adults with type 2 diabetes. The work meant absorbing an enormous body of new clinical evidence (the landmark FLOW trial — 3,533 patients, a composite renal endpoint, and multiple confirmatory secondary outcomes) and making it clear, credible, and instantly navigable for nephrology-minded HCPs. It landed on an ambitious launch timeline, required a near-total rebuild onto a brand-new design system, and — because we were the digital agency of record working alongside the brand’s lead agency — demanded tight, constant coordination with a partner team.

THE APPROACH
This was clinical storytelling at the deep end, executed in lockstep with a partner agency. As the digital AOR, we built the HCP experience in parallel with the lead agency’s evolving core materials — so I stayed in close communication with their writers and creative team, aligning voice, claims, and message so both agencies said the same thing the same way, and anticipating downstream changes as IVA updates and PRB edits came through. Working hand-in-hand with our lead designer and UX, I helped rebuild the experience from the structure up — how a busy clinician moves through complex outcomes data, where the trial design lives, how endpoints and hazard ratios surface without overwhelming — keeping it intuitive, anticipatory, and easy despite the density, and airtight through MLR. Constant iteration, relentless attention to detail, and one consistent story across two agencies.

THE WORK
A redesigned Ozempic® HCP experience on novoMEDLINK™, Novo Nordisk’s professional hub — architecting and writing the chronic kidney disease indication launch: efficacy and safety, the FLOW trial story, dosing, and the surrounding clinical narrative, rebuilt natively in the new design system and kept in lockstep with the lead agency’s materials.

MY ROLE
I led the copy for the CKD indication launch and the accompanying HCP-site redesign — interpreting dense renal-outcomes data into clear, compliant, human-readable content, partnering closely with our design and UX leads, coordinating directly with the partner agency’s writers and creative team to keep everyone aligned, and carrying it all through MLR. It was one of the heaviest clinical lifts I’ve done, on one of the highest-profile brands in the category.