Merck HIV franchise
I developed creative strategy and digital design for Merck’s HIV medication family: PIFELTRO™, DELSTRIGO™, ISENTRESS®, and ISENTRESS HD®. I designed and developed content for distribution to hundreds of thousands of healthcare providers, including email campaigns, banners ads, and informational PDFs. I employed creative solutions while maintaining optimal user experience within strict pharmaceutical standards, digital platform regulations, brand rules, and social distancing guidelines for pharma reps during the COVID 19 pandemic.
pdfs for health care providers
These are a selection of the PDFs I designed for pharma representatives who speak to health care providers about PIFELTRO™. They each go over a major theme that HCPs are interested in, such as tolerability, efficacy, and dosing information. They employ large, bold lettering so that if needed, pharma reps can present them to HCPs from 6 feet away during the COVID-19 pandemic. They are also used digitally, as links from banner ads and emails.
Animated Banner Ads
I designed banner ads for health care providers that prompted them to learn more about efficacy and weight change with PIFELTROTM. These banners were programmatic, but I also designed static banners to be displayed in electronic medical record programs. While they are fairly simple, the design had to work within strict legal regulations HTML limitations. In the animated version, the “north star” symbol at the right of the PIFELTROTM logo swiveled in to view, and elements smoothly fade in and slide from the right or left.
As per Merck banner guidelines, the selected safety information remains static until the end of the banner animation, when it rolls automatically. The user can then control by hovering a mouse over the information, and can explore by scrolling. I swapped the usual grays of the bottom bar and the scroll bar to create a design consistent throughout the frame that was fresh and pleasing to look at.
merck connect website
I redesigned the Merck Connect website for PIFELTRO™ and DELSTRIGO™ to improve the overall user experience. I edited the charts so they had large and bold numerals so that they would be readable both on desktop and mobile devices. I also introduced the use of SVGs on the Merck Connect site. Because this means the charts embedded into the code on the page, the text is live, and it can be picked up by search engines for optimal SEO.
The charts can also be read by screen readers, so they are more accessible for the vision impaired. I also introduced consistent titles for each page, typography, and spacing, none of which was there before, and took out unnecessary images and charts that were better explained by text.
Emails for Health Care Providers
INTRODUCED LIVE TEXT CHARTS
This is one of the first emails I created to use live text HTML charts in place of JPEGs. Using JPEGs in mass emails detrimental to user experience, since many users have to manually download images in order to see them on their browsers.
Not only is it annoying for the user, but it is more compliant and ethical - the subject line and headline of the email only make sense as a whole when the data is shown right away. That is, if a headline makes a claim like “low rate of discontinuation,” the data needs to be present immediately to back that claim up.
Live text images are also cleaner looking, and since they are built right into the email. They load faster and don’t carry any resolution issues.
MAINTAINED AN ATTRACTIVE USER INTERFACE
In the Digital Engagement Teams, we use Assembler, a custom program that keeps the emails we produce consistent. There are limitations, however, to the program. I often make custom coding changes to adjust text size, line height, spacing, color, and padding. Since every email goes through a thorough legal and medical review, every detail is scrutinized by our reviewer team.
This email is one example of a tactic that used the brand color scheme, varying font sizes, and colorful charts. This works in order to draw the eye to very clearly presented data, rather than distract from it.
PERSONALIZED EMAILS
This is one example of three emails personalized to three different health care provider personas. The left most email is for middle-aged HCPs who respond the best to PIFELTROTM. The center email is for younger HCPs, often more in touch with the LGBTQ+ community. Rather than being brightly colored, this email has a clinical look and feel, since data showed that these HCPs care more about plain data, rather than marketing imagery. The right most email is for the oldest segment, who are more comfortable using DELSTRIGOTM rather than PIFELTROTM.