As far as we know, this is the only life anyone gets.

So if we’re going to spend it writing about vein health, rare diseases, a mother trying to work out what’s wrong with her baby, the least we can do is write like it matters. And occasionally, like a human being.

I’m Irene Fogarty. Senior copywriter and creative director, 12+ years in healthcare and pharma. I’ve managed to make compression socks sexy, given a rare disease a face instead of a leaflet, and turned Type 2 Diabetes into a rap song.

I helped evolve Colgate from a white coat dental product into a brand about the power of a smile. That won 2 Cannes Lions, 6 Shortlists and a Prix Empreintes. Plus 2 Gold Empreintes for Ipsen’s Detect Acromegaly. Who says pharma is boring? There’s never been a better time.

Selected work.

Sanofi · SkinCeuticals · Boehringer Ingelheim · Ipsen · AstraZeneca · Bayer · Abbott Laboratories · Sandoz · Novartis · Servier · Merck · Humana · L’Oréal · Sephora · Dove · Colgate-Palmolive · Apple · IBM · Barclays