Built a repeatable launch playbook
Defined stages, responsibilities and timelines across Product, Clinical, Commercial and Marketing.
Sidekick Health · Product launches and growth
Launching digital patient support programmes across 21 markets.
I led patient acquisition and built a repeatable launch system—helping a small team launch with six pharma partners across 21 markets in three years and acquire 50,000 patients.
Pharma partners: Pfizer · Eli Lilly
Problem
Sidekick needed to launch and grow digital patient support programmes with global pharma partners across multiple markets, with a small team. Each pharma partner, health condition and audience brought different requirements. The challenge was to enable fast, parallel launches while adapting positioning, assets and channels, without rebuilding the plan and materials each time.
Work
Developed positioning and channel plans
Turned programme outcomes, clinical evidence and patient and clinician insight into relevant messaging and launch tactics.
Led 360-degree campaign execution
Owned the overall patient acquisition workstream, coordinating creative, paid media, patient advocacy, physician-led activity and pharma partner channels from launch through ongoing growth.
Created a modular asset library
Built reusable patient, clinician and partner materials, adaptable for different health conditions, audiences and markets.
Established localisation and approval workflows
Coordinated translation and medical, legal and regulatory review so multiple launches could progress in parallel.
Outcome
Launched digital patient support programmes with six pharma partners in three years, across 21 markets globally, acquiring 50,000 patients. The repeatable launch system enabled a small team to deliver across markets while adapting to each partner, health condition and audience.
Highlights
6 pharma partners · 3 years
Digital patient support programmes launched across 21 markets globally.
21 international markets
Across my Sidekick launch work, including the US, UK and Europe.
Repeatable launch system
Playbook · 50+ modular assets · Localisation · Approval workflows
Built for different audiences
Patients · Clinicians · Pharma partners
9 health condition-specific programmes
Examples: Breast cancer · General oncology · IBD · Crohn’s disease · Ulcerative colitis · Atopic dermatitis · GLP-1 · Menopause
50,000 patients acquired
D2C · Performance marketing · Patient ambassadors · Patient advocacy groups · Physician-led · Pharma omnichannel collaborations
Selected outputs
The work, in practice.
1 / 7
Let’s talk.
Tell me about the role, challenge or brief—and when you need things moving.