Creative campaigns that resonate across all media channels
For Zolinza®, an orphan drug used for the treatment of cutaneous T-cell lymphoma,
it was essential for the creative to embody the qualities of hope and optimism for the future. From awareness and consideration
to initiation and adherence, educational materials were developed across multiple channels in order to address all stages of patient engagement.
For this drug launch, I designed the overarching campaign and brand identity, and provided the creative and strategic vision for all materials.
The Zolinza® creative exploratory used the concepts of hope and optimism and the brand’s identity became the overarching theme.
Upon initiation, the patient starter kit provides needed items that include a water bottle, a cooling skin patch, and brochures.
Patient brochures provide information on what to expect when using Zolinza® and how best to move forward with the treatment of CTCL.
A direct mail campaign was created to engage low-see clinics. Free, unbranded newsletters accompanied a business reply card.
The web site includes a personal tracker calendar and relevant
care partner resources. Click the image to view the mock site.
To prime the market prior to drug launch, unbranded educational brochures were developed in partnership with the CLF Foundation.
Award-winning website that helps Real People with Real Stories
Created for Eli Lilly’s brand Cymbalta®,
the Real Stories web site enabled people suffering from depression to view personally relevant stories through a “storyfinder” filter that matches them to their symptoms, attitudes, and beliefs about the disease.
In-context learning was achieved by pointing to interactive exercises for users to complete at the most-relevant moments within the videos.
The website received national press and many awards (including a WEBBY). And patients praised the videos for their true and raw depiction of the disease.
16 videos were produced using patients suffering from depression, their support partners, and HCPs . Click the image to view the site.
Health care providers discussed their patient's struggle with
depression and how Cymbalta® helped in their treatment.
The videos promoted in-context learning by pointing out interactive exercises to complete at the most relevant moment in the story.
Interactive animations, such as the Body Symptom Map, encouraged viewers to learn more about depression and treatment options.
Targeted creative that hits the mark
Fully understanding insights prior to
creating a campaign look and feel is crucial
to ensuring that marketing materials will be relevant and used. Through a research-
driven strategic process called Transformative Insight, I uncover the core stakeholder insight prior to creative development. This data-driven exercise provides knowledge of where the brand “fits” in the eyes of the viewer,
and all creative concepts are born from
I have more than 15 years' experience as a User Engagement designer, delivering creative solutions for health care, biotech companies, and more.
For Zyprexa®, ensuring care partners were included with patients was a core creative need based on the Transformative Insight.
The existing concepts didn’t resonate with patients. Showing isolation or fighting to survive weren’t based on patient insights.
Zyprexa® treats both schizophrenia and bipolar disorder. Patients wanted separate disease brochures in both English and Spanish.
Showing achievable activities was a core aspiration for patients, and the use of quotes helps them relate and act on the information.
Research uncovered that caregivers were crucial in the treatment process for patients. Separate guides were developed for them.
MCO materials that make a difference
The Journey to Wellness Series is an educational program for managed care organizations that educates health plan members about various diseases associated with diabetes and how they can take preventative action. Member materials are offered in English and Spanish, and health care organizations can customize items with their own logos and contact information. Helping organizations reach better business outcomes by providing members with understandable and actionable health care information is the overarching goal of this robust program.
Additional work created for the managed care market includes web sites, video, audio, gaming, tutorials, and counseling materials.
A design system was created to provide visual consistency for the series and original logotypes helped to brand each offering.
Materials were provided in English/Spanish and included member brochures, counseling items for the HCP, and a DVD.
The Patient-Centered Provider Workshop teaches best practices on
how to interact with members to help them reach treatment goals.
Patient testimonials can help members associate themselves with others and move forward. Click the image to view the video.
HealthInsights for Women was a print-on-demand educational
program that earned full NCQA certification for the client.
The program consisted of 5 dynamic workshops and accompanying materials that were fully accessible online for quick download.
Making health care fun for kids
What child hasn’t had the occasional tummy ache? But there could be more to the issue. Helping small children understand the symptoms and treatment of GERD is the objective of this fun, animated children’s storybook. A Bunny’s Tummy Trouble: The Journey of Pete’s Tummy Ache uses rhyming poetry to walk a child through a typical patient journey when treating symptoms of GERD. Through a lovable rabbit, this booklet helps alleviate the fears a small child may have regarding a doctor visit and the subsequent treatment options they need
From educational brochures to device instructions to interactive web sites, I have created pediatric materials that are engaging, informative and, most of all, fun.
A Bunny’s Tummy Trouble chronicles the journey of Pete the rabbit
and his quest to understand GERD and how to get better.
Having a pH probe can be very frightening for a small child. Korky
the Kangaroo helps kids understand the process and treatment.
Seasonal allergies affect people of all ages. The Singulair® brochure used photo-realistic imagery to engage young readers.
This web site for PrevaKids helped children understand GERD and
its treatment. Online resources were also available for parents.
Helping physicians to better diagnose common mental illnesses
Mental illness symptoms are often difficult to recognize and can overlap with other mental health conditions. The Finding Answers program provides health care professionals with easy-to-use, flexible, and validated screening tools to help identify the overlapping symptoms of common mental illnesses. The goal of the customizable program is to help physicians reach a more accurate diagnosis for someone suffering from a mental health condition.
This unbranded initiative positioned Eli Lilly as a dedicated partner to managed market providers and featured mental health conditions that strategically aligned with their product portfolio.
An interactive Flash module was developed to house all the information in an online environment. Click the image to view.
The modular toolkit housed 8 different mental health conditions
and provided information on how to complete the screeners.
Validated screeners were included which could help physicians reach
a more accurate diagnosis.
A print version of the Symptom Roadmap shows the unique and overlapping symptoms that can occur with some mental illnesses.
© Kenneth Thorlton Design 2015. All rights reserved. Products, company names, and logos mentioned herein are trademarks of their respective owners. All work contained herein, whether conceptual or real, is the intellectual property of Kenneth Thorlton Design.