Rosemary Susnjara

XARELTO was scaling across 3 separate indications simultaneously. Building indication-specific CRM and digital programs without fragmenting brand consistency or overwhelming patients with conflicting messages posed a significant strategic challenge.

I partnered with CRM strategists to architect indication-specific adherence programs while maintaining a cohesive overall brand strategy. I orchestrated integrated digital campaigns across all consumer touchpoints and led a cross-functional team of 4 to ensure unified creative and strategic execution.

I successfully delivered 3 coordinated indication launches under a single brand framework, each with fully tailored patient adherence communications.

The challenge was launching a new injectable insulin into a crowded, highly regulated DTC market with no existing brand equity. This required building patient awareness, driving prescription conversion, and establishing long-term retention—all simultaneously—across every major consumer channel.

I led end-to-end consumer strategy across TV, print, CRM, social, point-of-care, and patient education. I developed a full patient journey framework—from acquisition through conversion to retention—executed by a cross-functional team of 4, ensuring delivery excellence at every stage of launch.

I delivered a successful pharmaceutical brand launch with integrated, multichannel DTC communications spanning all major consumer touchpoints.

CONTRAVE needed a complete digital overhaul in a heavily regulated environment—including a site relaunch, integration of telemedicine services, and breaking new ground by advertising a black box drug on Instagram for the first time in pharma history.

I led the full digital transformation. I relaunched the brand website with embedded telemedicine capabilities to expand patient access and revenue streams. I navigated FDA black-box advertising regulations to execute the first-ever compliant Instagram campaign for a black-box drug, while managing comprehensive social media aligned with broader brand objectives.

The telemedicine-enabled site relaunch directly expanded patient engagement and opened new revenue channels, demonstrating measurable ROI through a digital-first strategy.