Arestin® Prior Authorization Awareness Campaign

A compliance-driven email and landing page experience designed to simplify a complex prior authorization workflow into three clear steps

Overview:

Arestin needed a targeted campaign to help dental healthcare professionals navigate the prior authorization process with greater confidence and efficiency. I led art direction, UX design, and HTML development to create a responsive Marketo email and landing page experience that reduced cognitive load, clarified next actions, and supported faster task completion.

Key Contributions:

Led UX strategy and content hierarchy

Developed email concepts and landing page architecture

Designed responsive mobile-first experiences

Developed HTML email and deployed through Marketo

The Challenge:

Complex Prior Authorization Workflow

Providers needed to complete multiple compliance-related tasks across separate resources and documents

Complex Prior Authorization Workflow

Providers needed to complete multiple compliance-related tasks across separate resources and documents

Complex Prior Authorization Workflow

Providers needed to complete multiple compliance-related tasks across separate resources and documents

High Cognitive Load

Important actions were buried within content-heavy communications, making the process difficult to follow

High Cognitive Load

Important actions were buried within content-heavy communications, making the process difficult to follow

High Cognitive Load

Important actions were buried within content-heavy communications, making the process difficult to follow

Solution:

Simplified Workflow Design

Transformed multiple compliance actions into a clear three-step path

Action-Focused Content Structure

Prioritized critical tasks using visual hierarchy and progressive disclosure

Responsive UX System

Created mobile-friendly layouts with accessible touch targets and clear CTA placement

The experience was designed around a simple goal: reduce friction and help providers move from awareness to action. Through content restructuring, UX hierarchy, and mobile-first design decisions, the campaign transformed a complex prior authorization process into a clear, guided workflow across email and landing page touchpoints.

Process & Exploration

Option A:
Task-Focused Layout

Option A:
Task-Focused Layout

Option B:
Guided Workflow

Option B:
Guided Workflow

Option C:
Expanded Information Architecture

Option C:
Expanded Information Architecture

To explore different approaches to simplifying the prior authorization process, I developed three distinct email concepts in Figma and presented each with supporting UX rationale. The final direction reorganized content into a clear three-step workflow, using strong visual hierarchy, focused calls-to-action, and mobile-first design principles to guide healthcare providers from awareness to action.

When regulatory requirements necessitated the removal of the header image, I strengthened the typographic hierarchy to preserve clarity, brand presence, and overall effectiveness without relying on visual imagery.

Workflow Transformation:

Previous Experience

Multiple disconnected tasks
Documents spread across resources
Unclear action sequence

Optimized Experience

Three-step workflow
One clear path to completion
Action-focused content hierarchy

Final Design:

This design makes complex tasks feel simple. By reducing competing messages and emphasizing only the most critical actions, the final experience turned a fragmented administrative process into an intuitive path that could be completed in a matter of minutes.

Arestin® Prior Authorization Awareness Campaign

Arestin® Prior Authorization Awareness Campaign

Arestin® Prior Authorization Awareness Campaign

Overview:

Key Contributions:

The Challenge:

Complex Prior Authorization Workflow

Providers needed to complete multiple compliance-related tasks across separate resources and documents

Complex Prior Authorization Workflow

Providers needed to complete multiple compliance-related tasks across separate resources and documents

Complex Prior Authorization Workflow

Providers needed to complete multiple compliance-related tasks across separate resources and documents

High Cognitive Load

Important actions were buried within content-heavy communications, making the process difficult to follow

High Cognitive Load

Important actions were buried within content-heavy communications, making the process difficult to follow

High Cognitive Load

Important actions were buried within content-heavy communications, making the process difficult to follow

Solution:

Simplified Workflow Design

Transformed multiple compliance actions into a clear three-step path

Action-Focused Content Structure

Prioritized critical tasks using visual hierarchy and progressive disclosure

Responsive UX System

Created mobile-friendly layouts with accessible touch targets and clear CTA placement

Process & Exploration

Option A: Task-Focused Layout

Option A: Task-Focused Layout

Option B: Guided Workflow

Option B: Guided Workflow

Option C: Expanded Information Architecture

Option C: Expanded Information Architecture

Workflow Transformation:

Previous Experience

Optimized Experience

Final Design:

Key Insights:

Results:

Reduced cognitive load through simplified content hierarchy

Clearer CTA sequence supporting task completion

Successful regulatory approval with minimal revisions

Reusable Marketo template for future campaigns

Stakeholder feedback:

"We were impressed with the swift turnaround and the clean, easy-to-follow layout. We're thrilled with the final result."

“We were impressed with the swift turnaround and the clean, easy-to-follow layout. We're thrilled with the final result.”

Option A:
Task-Focused Layout

Option A:
Task-Focused Layout

Option B:
Guided Workflow

Option B:
Guided Workflow

Option C:
Expanded Information Architecture

Option C:
Expanded Information Architecture

"We were impressed with the swift turnaround and the clean, easy-to-follow layout. We're thrilled with the final result."  

“We were impressed with the swift turnaround and the clean, easy-to-follow layout. We're thrilled with the final result.”  