Xtandi

DETAIL AID CONCEPT FOR OPENING SCREEN

OPENING SCREEN

DESIGN DEVELOPMENT/PATIENT CASE STUDIES

PATIENT PROFILE DEVELOPMENT

INTERACTIVE DESIGN DEVELOPMENT/PATIENT SYMPTOMS

INTERACTIVE DESIGN DEVELOPMENT/CURRENT TREATMENT

LEAVEPIECE

JOURNAL ADVERT

XTANDI had a new indication to treat prostate cancer from the moment patients stopped responding to hormone therapy. This meant that patients did not have to progress to chemotherapy right away. The campaign focused on maintaining life the way it is now for longer, putting off the detrimental effects of chemotherapy further into the future and slowing progression with a less aggressive treatment.

Xtandi detail aid

  • To write the detail aid I liaised with the accounts team and key stakeholders at Xtandi to select the most pertinent data from the clinical trials.
  • I had to consider the experience of both the sales rep and doctor throughout the detail aid journey – in particular, when creating messaging and overseeing the graph layouts and annotations. Layout and copy had to be simple and easy to digest, due to the inherent complexity of this treatment.
  • I also worked alongside the art director and illustrator to mock-up designs for the different screens and ensured they were a good fit with the pre-existing journeys. Because the detail aid had the capability to collect data (for example the symptom level of patients and previous treatment pathways), we came up with interactive designs that would make this process intuitive for the rep, and fitted with the conversation they would be having with the doctor.

Leavepiece

The purpose of the leavepiece was to give the doctor a really simple overview of Xtandi after the sales call. I sketched up the infographics to match the key milestones in the Xtandi clinical trials. I then worked alongside the art director and designer to put it all together.

Journal advert

This advert appeared in oncology journals and was another channel to let healthcare professionals know of the new indication.

Copywriter

  • UX/UI copy
  • Patient profile development
  • Print
  • Strategy