Problem
Migraine prevention is a crowded category with multiple new CGRP entrants competing for the same prescribers simultaneously. Neurologists and headache specialists are skeptical of efficacy claims they’ve heard before. The creative challenge was to cut through category noise with HCP print that made Emgality’s clinical data — specifically its speed of onset and the magnitude of migraine day reduction — feel genuinely differentiated rather than interchangeable with competitors.

Solution
Lead with the data as the idea, not as the footnote. Two executions, each built around a single arresting clinical stat: “Help your patients erase 5 migraine days from their month” and “60% of patients had their migraine days cut in half.” The device — the auto-injector pen reframed as an eraser, then as a knife — transformed the delivery mechanism into a visual metaphor that made the efficacy claim visceral and memorable. Clean, spare layout. No lifestyle photography. The product as hero, the data as the story.

Result
HCP print that turned clinical endpoints into a creative idea — making the efficacy data the most memorable thing on the page rather than its least interesting element.