Supreme Group ads

A stuffed animal and a simple medical kit sparked a movement in rare disease care. This is the story behind one of the most heartfelt, creative, and truly patient-first ideas in rare disease marketing I have ever seen. Children with primary immunodeficiency were coming in for infusions scared, overwhelmed, and unsure how to express what they were feeling. Missing school. Enduring long, uncomfortable IV sessions. Carrying fears they didn’t yet have words for. Instead of creating another standard educational tool, Liz Kanter and her team chose a different path… a deeply human one. They partnered with a child life specialist, patient families, and advocates. They listened. They co-created. And together, they built a therapeutic play kit designed to help kids feel understood, empowered, and less alone: - A stuffed animal that “joins” them on infusion days - A tiny medical kit that mirrors their real equipment - Books to guide parents through therapeutic play - A sticker book that helps kids point to pain when words fall short When the play kit debuted at a patient conference, it took off. Kids carried the backpacks proudly. Families shared photos. A mascot was born. It showed up at advocacy walks, in clinics, and even inside company meetings. The goal was simple: help children feel seen. And 15 years later, the very same therapeutic play kit is still doing exactly that. This is what happens when rare disease marketing leads with courage, empathy, and genuine collaboration. Liz, it was amazing to hear your perspective. Thank you for your time and for showing such a powerful example of what patient-first creativity can be.

Why modular content is no longer a “nice-to-have” for pharma marketers: The FDA’s latest Direct to Consumer restrictions have shown how painful it can be to rework all your content when every piece needs to be rebuilt. Traditional workflows, one-off assets, expensive individual tactics and long approval cycles make agility almost impossible. As Oliver Johnston and Shannon Carlson shared in a recent conversation: “If pharma teams start building a strong, modular foundation, they’ll be able to pivot fast when new regulations hit without recreating everything from scratch.” We’re already advising clients on how make this shift by: ✅ Breaking apart claims libraries into smaller, compliant building blocks. ✅ Creating systems that allow teams to reassemble new banner ads, print, TV, or digital assets quickly. ✅ Laying the groundwork for AI-assisted content updates and PRC reviews that cut turnaround time dramatically. The result: faster approvals, more personalization, and campaigns that can evolve with the regulatory landscape. This is what the next era of pharma marketing looks like: Modular. Nimble. Future-ready.

If you’re a pharma marketer right now, you’re probably knee-deep in audits, paused campaigns, and the scramble to rebuild assets that align with the FDA’s latest guidance. Which begs the question: Will the FDA continue tightening the rules around DTC advertising? And if so, how can pharma marketing teams truly future-proof their marketing? When I spoke with Shannon Carlson, Founder of Curator24, who’s spent 20+ years helping pharma and healthcare brands navigate change, one theme stood out: future-proofing through smarter systems. Here’s what that looks like in practice: 1. Think systemically. Build a modular claims library and content infrastructure so updates don’t mean starting from scratch every time the rules change. 2. Extend support beyond the ad. Connect patients to affordability programs, education, and real help. Staying compliant and meaningful as standards rise. 3. Lead with trust. The FDA may have sparked the change, but the real win is earning confidence from patients, HCPs, and regulators alike. TL;DR - Pharma marketers who evolve their systems now won’t need to rebuild later, they’ll be ahead of the curve!

Twenty years ago, I began my first partnership in rare disease. I had no idea then how deeply it would shape me—how I see the world, how I parent, how I lead. What started as a single project has become one of the most meaningful chapters of my career. Over these two decades, the rare disease community has changed the way I think about courage, empathy, and purpose. It’s taught me what it truly means to fight for something bigger than yourself. On the eve of the MM+M Awards, where Pivot Design is nominated for Rare Disease Agency of the Year (alongside some truly incredible agencies :), I just want to say—thank you. ❤️ To the patients and caregivers who have shared their journeys with us—some of whom I now have the honor to call friends. ❤️ To the client partners who trust us to help make a difference. ❤️ To the advocacy groups who remind us that connection and community can move mountains. ❤️ And to the Pivot team—the people who have poured their hearts, creativity, and relentless passion into this work, standing beside me every step of the way. You have all shaped Pivot, and me, in ways words can barely capture. This work has always been about finding soul for rare—that deeper sense of humanity, purpose, and belonging that fuels everything we do. Whatever happens tomorrow night, the real reward has already been ours. 🦓 ❤️ #RareDisease #MMMAwards #PurposeDrivenWork #SoulForRare #Gratitude

Patient support programs are pharma’s answer to many customer service woes, but they can be complex and confusing. Clarity, one of our four Soul Drivers, plays a vital role in creating exceptional patient support experiences. These programs are a Pivot Design sweet spot and Senior Creative Director Joshua P. Ferguson has led many, including our work with Lantheus on LantheusLink, a 2025 MM+M finalist in the category of Market Access Marketing. In this new piece, Josh digs into the overwhelm consumers feel about healthcare experiences and how we’re working to change that: http://bit.ly/4nYR2Sa #BuildingBrandSoul #PatientsFirst #HealthcareMarketing

I’m attending #HLTHUSA, October 19–22 in Las Vegas! Join me at healthcare’s #1 must-attend innovation event → https://lnkd.in/gWNNEchZ Let’s connect, collaborate, and drive impact. DM me to schedule a meet up! #HealthcareMarketing #HealthInnovation #HLTH25 Amendola Communications HLTH USA