Lamisil Conversion Content
The Challenge
Lamisil had recently developed a new global campaign platform, visual brand language and tone of voice. The next step was to make sure that translated consistently across every touchpoint.
The challenge was that Lamisil’s key markets, the UK, US and Germany, all had different product ranges, claims, regulations and retail environments. We needed to create content for Amazon, brand websites, retailer and pharmacy pages, HCP education, articles and video, whilst making sure it all still felt connected back to the same brand.
Approach
I took a connected view across the full customer journey, developing a content system that could flex across markets, products and channels without losing consistency.
Rather than creating separate content for every market and touchpoint, I built a modular framework designed to work harder. Core content could be adapted across different formats, claims and regulations, reducing production effort whilst still allowing tailored content for each market.
My Role
I wrote, planned and developed the content for the UK, US and Germany across Amazon Brand Stores, PDPs, retailer and pharmacy content, website copy, educational articles, “how to use” videos and mode-of-action explainers. Everything was designed to work together: same visual language, same tone of voice, same core story, adapted in the right way for the channel and audience.
Alongside this, I managed translations, regulatory review and feedback across global teams and local markets to ensure the content remained both consistent and usable in practice.