Jeffrey R Loibl

Business Challenge:
Abraxis Oncology, a scrappy startup in the competitive breast cancer therapy space, needed to differentiate its drug in a market crowded with incremental innovations. Success required a campaign that combined scientific credibility with emotional resonance, reinforcing both external and internal stakeholder confidence.

Executive Ownership & Strategic Direction:
As Creative Director and Copywriter, I owned the strategic and creative vision from concept through execution. My responsibilities included:

• Conducting interviews with patients and medical professionals to capture authentic stories that would inform messaging

• Developing a multi-channel campaign integrating print, poster, and internal video assets to address both external and internal audiences

• Partnering with marketing, medical, and sales leadership to ensure all content was accurate, compliant, and persuasive

• Translating clinical innovation into clear, compelling narratives that drove perception shift and sales engagement

Creative Strategy & Execution:

• Produced authentic video interviews with patients and oncologists to highlight the drug’s differentiated impact

• Created print and poster campaigns emphasizing the drug’s unique approach and the importance of the sales team’s role

• Developed a story-driven internal communications strategy to align and motivate the sales force

• Ensured all creative assets were modular and scalable for multiple audiences and touchpoints

Impact:

• Shifted perception of Abraxis from a standard treatment option to a patient-focused, innovative therapy

• Increased sales team engagement and confidence, improving alignment on key messaging and clinical value

• Reinforced Abraxis’s brand as both clinically credible and emotionally resonant, strengthening trust among oncologists and internal stakeholders