Scalable Digital Campaign Systems for HCP Engagement
Overview:
One campaign often needs to become responsive emails, HTML5 banners, CRM assets, and other digital experiences—all while meeting strict regulatory requirements. My role was to adapt those campaigns into cohesive digital systems that stayed on brand, communicated clearly, and moved efficiently through review and production. Whether building a Veeva Approved Email, developing HTML5 banners, or preparing assets for MLR review, the goal is the same: make complex healthcare communications easier to understand and keep production as efficient as possible.
Key Contributions:
Art Direction
Digital Campaign Systems
MLR/PRC Collaboration
Veeva Email & CLM Specialist
HTML5 Banner Development
Motion & Video Integration
The Challenge:
Regulatory Complexity
Every asset required safety information, claims review, and multiple rounds of MLR
Solution:
Modular Layout
Systems
Reusable frameworks that adapted to different channels and sizes
Compliance-Driven Design
ISI integration and MLR requirements incorporated from the beginning
Flexible Asset Adaptation
Photography, messaging, and visual systems optimized for multiple deployment environments
Dual-Indication Banner System
Starting with a single Prior Authorization campaign, I designed and developed two distinct banner systems—one for OHE and one for IBS-D. Each required indication-specific messaging while maintaining a consistent brand identity and complying with strict pharmaceutical advertising regulations governing imagery, safety information, and claims.
Prior Authorization Campaign
MLR Review & Regulatory Documentation
Cropped example of a redlined storyboard for MLR/PRC review.
Banner concepts were delivered with annotated layouts identifying ISI placement, claim references, and regulatory considerations.
IBS-D Banner System
OHE Banner System
I designed a flexible banner campaign that balanced brand consistency with indication-specific creative. Each set of banners maintained its own recognizable visual language while adhering to XIFAXAN brand guidelines, ensuring audiences could easily distinguish between indications without compromising a unified brand experience. ISI requirements and regulatory considerations were incorporated throughout the design process.
Brand marketing managers and account teams frequently leaned on me as a technical and creative resource, particularly for Veeva workflows, CRM templates, and complex compliance requirements.
Digital Campaign System
A single campaign visual was adapted into a cohesive digital asset system spanning responsive email and HTML5 display advertising. Each execution preserved brand consistency while optimizing composition, hierarchy, and readability for its specific format and placement.
Original Campaign
Responsive Email
Managed the production process from design through deployment, including HTML development, Veeva CRM implementation, QA testing, test sends, stakeholder review, and final marketing approval.
Animated HTML5 Banners
Rather than simply resizing campaign photography, I re-composed the artwork for each placement, adjusting focal points, typography, and visual hierarchy to maintain impact across responsive email and HTML5 banner formats.
Video & Exhibit Integration
Art-directed the integration of two distinct branded video assets into a single cohesive exhibit experience, balancing visual consistency with indication-specific brand requirements. ISI screens were designed to reflect each indication’s color and visual system, allowing safety information to feel integrated rather than interruptive. The result was a unified, exhibit-ready commercial that felt consistent across indications while clearly differentiating clinical messaging.
Exhibit-ready commercial combining two branded video assets into a single loop, with integrated ISI screens separating indications.
Important Safety Information screens were art-directed to align with brand color, imagery, and indication-specific visual systems while meeting regulatory requirements in a live exhibit environment.
Key Insights:
Results:
Built reusable campaign frameworks across channels
Streamlined MLR review through structured documentation and redline workflows
Supported deployment across CRM, email, display advertising, and exhibit environments
Maintained consistent brand communication while meeting regulatory requirements
