SOGROYA® Growth disorders · Novo Nordisk · Patient & HCP

2024 MM+M Gold
Branded Website for Healthcare Professionals

2024 MM+M Silver
Branded Website for Consumers


THE CHALLENGE
Growth hormone deficiency usually means a daily injection — often for a child — and for years. SOGROYA® changed that: the first once-weekly growth hormone for children and adults. The work had to do two hard things at once, make dense clinical science clear and credible for endocrinologists, and make a years-long condition feel more hopeful and manageable for the families living it. Then the brand grew. A major label expansion added three new pediatric indications, each requiring precise, carefully vetted new language — and not just on SOGROYA® but across the connected portfolio.

THE IDEA
Once-weekly isn’t just a dosing schedule, it’s time and headspace handed back to a family. I built the copy and messaging around that human truth, and working hand-in-hand with the lead designer and UX, helped architect how each audience moves through the site: the navigation, the narrative, the emotional beats. The goal every time was an experience that feels intuitive, anticipatory, emotional, and easy, and stays scientifically airtight. Voice, story, and structure, built together. Small human touches — the Smart Scheduler, pen charms and stickers, real patient stories — make a hard weekly routine feel a little more like the family’s own.

THE WORK
As lead writer, I shaped both flagship sites — sogroya.com and sogroyapro.com — which earned 2024 MM+M Awards: Gold (HCP) and Silver (consumer). I lead the development of the SOGROYA® Smart Scheduler, a tool that helps families plan once-weekly and split doses, and guided a series of animated patient films built entirely from real family interviews. Beyond the sites, the program runs across a full omnichannel mix — banner and social advertising, and triggered/automated email — all in one consistent voice. When the label expanded, I led the copy to bring three new pediatric indications to life across both SOGROYA® sites and the surrounding portfolio, including the Norditropin® patient and HCP sites and novoMEDLINK™, Novo Nordisk’s HCP hub.

MY ROLE
I’ve been the copy and a creative lead on this account through multiple iterations and multiple launches, owning the voice across every audience and channel. I wrote much of the work myself and directed a senior copywriter on the rest, kept the whole program consistent, partnered with medical and regulatory to get precise pediatric indication language exactly right, and carried every update through PRB and MLR. Today SOGROYA® is the most-prescribed once-weekly GH treatment, and I’m already leading its next label update, launching anorther new indication within the next year.