Claims Architecture & Preclearance Strategy

By the time I came to Nexplanon, Merck's contraceptive implant, the brand's language had sprawled. Hundreds of approved claims lived across TV, print, brochures, social, and point-of-care, each with its own job number and regulatory history. Teams kept rebuilding messages that already existed and proposing ones that would never clear.

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I built the claims architecture that fixed it. Every message the brand had run, sorted by the territories that drive the decision, mapped to its source, and assessed for reuse, rewrite, or preclearance. From there I wrote new messages per territory, built storyflows for each audience segment based on message testing, and flagged regulatory risk before anyone designed around a line that couldn't run.

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Reproductive health raises the stakes on clarity. A woman choosing contraception is making a decision about her body with limited time and imperfect information. Euphemism and overpromising are failures of care. The system underneath the copy is what keeps the copy honest.