COPYWRITING: TERUMO

As head copywriter at TERUMO, Japan's largest medical supplies manufacturer, I had to deal with a dangerous double-edged sword. On one side of the blade was the technical jargon; on the other, the approach to medical advertising, which is generally as bland and unsatisfying as a barium milkshake. The terminology itself wasn't too hard to learn, digest and present, but the language and translation snafus that arose among our agency and TERUMO's marketing department and technical advisers sometimes made for difficult -- and comical -- creative meetings. Compounding (confounding?) matters was TERUMO's absolute unwillingness to try anything too radical vis-a-vis headlines, copy and design.

Below are several brochures I wrote and helped design.

Three-page brochure for the OUTLOOK angiographic catheter: The features you want are right in your hands.

Three-page brochure for the ARASHI rapid exchange PTCA dilation catheter series: Like a storm, fast and strong (Arashi means "storm" in Japanese.)

Three-page brochure for the TERUMO ES-P110 digital blood pressure monitor: Accurate measurement taken using the same method as doctors

Tri-fold brochure for the CAPIOX SX oxygenator series: Designed to fit wide patient volume requirements.

Three-page brochure for the TERUFUSION syringe pump series: Professional performance made easy

Product brochure for TERUMO's M30 aural thermometer

Cover and one inner spread from the instruction manual for TERUMO's M10 aural thermometer