Vibz
SENIOR ART DIRECTOR
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Voyage

Brief: Create a strategic plan and concept ideas that work for a treatment programme for patients in Singapore that require bi-weekly self-administered injections. The key requirement was to ensure that patients adhere to their treatment.

The concept: Using consumer insight and research on the demographic, I worked with a copywriter and planner to propose a journey-based programme that would help patients adhere to their treatment. We crafted a multi-touchpoint, digital patient programme to ease patients into their new treatment regimen and encourage them throughout their journey. Fittingly, for this long-term and transformative programme, we themed the programme The Voyage. The package included travel bags and passports to log their treatment, postcards delivered to their door to remind them of treatment, and rewards to help motivate patients as they reach major milestones. After the Voyage patient programme was released, prescription of Repatha outnumbered its previously close competitor by three to one. The client is considering rolling the programme out to other regions.

My role: Along with a copywriter and planner, I researched the key demographic and pulled together insights relating to the local culture as well as data about patient adherence. We put these insight together and came up with the above concept. I then created the look and feel of the campaign and mocked up a CRM strategy as well.