Work

Ideas with Impact

The Considered exists for the sole purpose of generating brilliant strategies and ideas. As such, it is designed specifically to maximize the likelihood, consistency, and relevance of those brilliant ideas.

Kidney & Kidney, AstraZeneca

Kidney & Kidney is a global integrated campaign that used humor to disrupt default clinical thinking, revealing how identical renal diagnoses can lead to very different patient outcomes. By provoking reflection first, then reframing the human impact behind the science, the work made complexity instantly relatable and changed the tone of clinical conversations. Awarded five times, including Best HCP Film, Best Copywriting, and Best Comedy, it shows how behavior-led creativity drives real impact.

In Your Hands, Novartis

In Your Hands reframed treatment decisions in hidradenitis suppurativa (HS) by shifting focus from escalation algorithms to clinician agency. By making disease progression tangible and consequences visible, the campaign disrupted passive step-through behavior and prompted earlier, more confident action. The result was not just a successful launch, but the establishment of COSENTYX as the Number 1 treatment in HS—proof that changing how clinicians think changes what they do.

Where the Ocean Meets the Shore, Otsuka

Where the Ocean Meets the Shore was created to support the people supporting patients with Alzheimer’s disease, those living in the space between constant care and quiet grief. By acknowledging the emotional reality caregivers rarely voice, the work created recognition before offering connection and support. It featured in HuffPost, with family therapist Dr. Merle Griff describing it as “one of the best tools I have seen,” underscoring its purpose: not to campaign at caregivers, but to genuinely help them.

Break Up with SHLs, Sanofi

Break-up with SHLs challenged long-standing treatment inertia in hemophilia B by borrowing the language of modern relationships. By reframing frequent injections as a burden patients had simply learned to tolerate, the campaign made switching feel emotionally obvious, not clinically risky. Designed for social and built for sharing, it turned behavior change into a cultural moment, earning Best HCP Social Campaign and proving that relevance, not repetition, drives action.

Social Peer Educators, Novartis

Social Peer Educators redefined pharma’s role in social by replacing broadcast messaging with peer-led exchange. Designed to meet clinicians where they already engage, the platform shifted Novartis from participant to facilitator, creating relevance at scale rather than branded noise. The result was a doubling of share of voice and engagement levels more than 20× higher than traditional congress benchmarks, proving that credibility drives performance.

Speak Up Man

Speak Up Man brought men into the reproductive rights conversation without centering them, inviting participation rather than permission. By reframing advocacy as responsibility, not opinion, the campaign expanded the dialogue in a way that felt culturally relevant and emotionally credible. Praised for its cross-generational appeal, ProChoice Majority founder Anna Near called it “imperative,” validating its impact: shifting who speaks up, and who feels entitled to stay silent.

Our Mission

Champion healthcare with ideas that inspire and make an impact through experimentation, design, and ❤️

“Strategically, medically, creatively, they have been exceptional — I wish I worked with them sooner.”

Joel Greengard
Global Brand Director

Hand-picked creative experts from across the globe, protected to focus on brilliance.