Light content for heavy legs.
Venous insufficiency is clinically complex, heavily regulated and, let’s be honest, not glamorous. Over ten months I rebuilt the voice of Servier’s daflon® platform so it sounds less like a leaflet and more like someone who actually cares how your legs feel at 6pm.
- Client
- Servier, France
- Role
- Sole writer · CD / Copywriter & UX writer
- Timing
- Oct 2025 – May 2026 · Launched globally
- Output
- 10+ long-form assets a week, through MLR
Going with the flow.
The old voice explained veins. The new one talks to the person standing on them all day. Questions instead of statements. Symptoms before molecules. Plain language a pharmacist would use across the counter, with every claim still referenced and every word signed off by regulatory.
Lead with the legs, not the label.
Product pages that open on how it feels (heavy, painful, restless legs) before they get to the 500 mg and the 1000 mg.
From micronised flavonoids to little oranges.
Mode of action, vein tone and microcirculation, explained so anyone can follow, including the story of the unripe oranges, sun-dried for 15 days, that the active ingredient comes from.
Answers people actually ask.
Every vein-health article and FAQ on the platform: why legs swell after work, what to do on a long flight, whether walking really helps.
Circulation, made clear.
“How does daflon® work?” in two short paragraphs: it strengthens vein tone and protects the tiny capillaries, to improve microcirculation and ease heavy, painful legs. Clinically referenced, and readable on a phone in the pharmacy queue.
Heavy legs
Painful legs
Restless legsEvery vein-health article. One writer.
Frequently asked questions about venous insufficiency
Flying with heavy legs: what to do?
How to relieve heavy legs
Understanding venous insufficiency
Written hand in hand with Servier’s regulatory team, so the voice stayed warm and the claims stayed watertight.
Making things clearer. Even veins.