Advertising Copywriter — New York
From creating concepts to crafting complete campaigns, Matthew focuses on making diverse audiences stop, think and act.
About
Matthew Gendusa is a New York based writer with a proven track record of launching high-stakes campaigns for some of the most prominent brands in the pharmaceutical industry.
With a deep understanding of brand voice creation and scientific but accessible messaging, Matt brings a rare combination of creative instinct and strategic discipline to every brief.
COVID-19 | Oncology | Weight Management | Rare Disease | Cardiology | Chronic Inflammatory Conditions | T1D | PPD | COPD
Portfolio
01
Video / Broadcast
This first TV campaign commercial for PAXLOVID was a national ad that needed to introduce the safety and efficacy of a novel treatment. Points of emphasis were on the ease of use and reliability of this unprecedented treatment.
02
Video / Broadcast
An unbranded commercial setting the stage for PAXLOVID. This national ad introduced the idea that when a diagnosis of COVID-19 occurred, patients should act quickly because treatments were available.
03
Video / Congress
A branded video introducing an interactive booth experience for RINVOQ. This video accompanied an interactive exhibition for atopic dermatitis, making the intangible experience of excruciating itch into the understandable annoyance of a deafening mosquito whine. Paired with the experience itself, the video briefed congress attendees on what to expect in the exhibit and how RINVOQ could help.
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Expertise
From headline to body copy, crafting the language of entire campaigns across print, digital, broadcast, and out-of-home.
Deep fluency in regulated markets — balancing creative impact with strict regulatory requirements for both HCP and consumer audiences.
Building and maintaining consistent brand personalities across complex portfolios, ensuring every word sounds unmistakably like the brand.
Partnering with art directors and strategists to shape the big idea — from brief to concept presentation to final execution.
Let's Work Together
Whether you are launching a new drug, repositioning a brand, or searching for a writer who understands balancing science with clarity, let's talk.
matt.gendusa@gmail.com