CASE STUDY
Campaign Strategy
RESULT: Increased HCP Engagment for Conceptual Campaign in Dermatology
Role: creative direction, copy, design
The Ask:
A pharmaceutical company focused on atopic dermatitis needed a memorable way to make the burden of disease more relatable for the education of HCPs to understand the role of IL-4 and IL-13 and their systemic effects.
The Solution:
After starting in-depth research into understanding the adult and pediatric burden of the patients who had this condition, I furthered my research to learn about the effects of systemic disease as opposed to a skin-only disease. After initially sketching up several ideas, the client and their stakeholders narrowed it down. to this Meet campaign. By putting a face and name with the condition and providing a visual storytelling, the humanistic impact is strong. This concept was integrated into training decks as well as many other digital channels.
RESULT: 50% Increase in Average Leads for Conceptual Postcard Series in Biotech
The Ask:
This multibillion dollar biotech company needed a campaign idea that showed the benefits of a new type of phenotype test.
The Solution:
After researching competitor campaigns, I came up with an idea to show a very bold photographs of something very different and unexpected from the target audience. I photographed many series of everyday items that showed something standing out from the crowd. Using the tag “It’s what sets us apart” it was not only a highly successful mailer and digital campaign, but it had a very long shelf-life, since many different photos were taken and substituted here. Although one of my oldest campaigns, it was one of my favorites.
