Pfizer ABRYSVO RSV Vaccine HCP AOR
In April of 2024, I was brought into CoLab to help service new client Pfizer for the “Power of 1” initiative: the pharmaceutical giant consolidated all their AOR work, across multiple U.S. and Global brands, within a new division of Publicis. I ended up as VP, Creative Director of Copy on ABRYSVO, Pfizer’s RSV (respiratory syncytial virus) vaccine. In this role, I was 90% HCP on both ABRYSVO indications (for older adults and infants via maternal immunization), for both the U.S. and Global verticals.
My immediate challenges included hiring and managing a staff of about 10 copywriters; implementing new processes and establishing a workflow within a startup environment; and building client relationships – including with people who loved their old agency and were less than enthusiastic about the switch.
I was the creative copy lead and “buck stops here” person on projects ranging from brand concepts and campaigns, messaging and narrative platform development, sizzle reels, digital sales presentations (also known as ICVA or digital detail aids), videos, websites, banner ads, and much more. All in a high-volume environment that ran on tight budgets and even tighter deadlines.
Besides keeping all the plates spinning, I helped drive organic growth by proposing out of the box creative solutions.
Since April of 2025, I have been on the CoLab AI task force, helping to streamline and troubleshoot Pfizer’s proprietary content generation tool, as well as assess other tools and provide guidance around their implementation in the workflow.
Below are thumbnails that represent the 4 different verticals (two different indications, both for US and Global), as well as a little information about the strategic challenges and highlights for each.
ABRYSVO, US Adult
Because RSV is still somewhat under-appreciated by HCPs and unknown by the general public, much of our work was strategically driven by the need to elevate the burden of disease. However, over time, the marketing was driven by ABRYSVO differentiators, including vaccine design, real-world effectiveness, new label data that showed longer-term durability with minimal waning, and Pfizer’s position as a vaccine powerhouse.
Overall, our work has included a new campaign, multiple label changes, a new indication, and several updates to CDC guidelines around adult immunizaiton.
ABRYSVO, US Maternal
RSV is most often thought of a disease that affects infants, and it’s true — it’s the #1 cause of infant hospitalization in the first 3 months of life. One of ABYSVO’s key differentiators is that it is currently the only maternal RSV vaccine: a mother can get vaccinated at a specific time during her pregnancy, and her baby will be born protected against RSV, right from the first breath. Our creative strategy really leaned into this idea of “not one single unprotected breath", and we were able to play upon OB-GYN’s sense of compassion and personal investment with their patients.
