Collaborative Impact: Pfizer Conversion Stream & Direct Response

At Wunderman, I played a key role in developing Pfizer's groundbreaking patient enrollment and conversion program, working closely with a multidisciplinary team of copywriters, legal advisors, and fellow designers. This project was focused on launching Pfizer’s innovative new treatment for rheumatoid arthritis, the first JAK inhibitor approved in the U.S. in over a decade. The campaign introduced a new class of therapy and aimed to empower patients to take an active role in their healthcare journey.

Design Approach: Consistency and Clarity

I contributed to the design of patient-facing materials that seamlessly integrated across multiple channels, including welcome kits, email communications, and direct mail. These designs emphasized clean layouts and approachable content, helping patients track symptoms, set treatment goals, and engage in meaningful conversations with their healthcare providers.

Driving Engagement: A Multi-Channel Strategy

The broader strategy, which included personalized content tailored to each patient’s stage in their treatment journey, resulted in over 60,000 patients enrolling since the program’s launch. By weaving together patient stories and practical resources, we helped build trust and long-term engagement, with nearly 25% of participants being prescribed the treatment within nine months of enrollment. This program consistently outperformed industry benchmarks, placing in the top 25% of comparable campaigns.

This project demonstrated the power of cross-functional collaboration, with design playing a pivotal role in delivering Pfizer's message of support and confidence to patients navigating their rheumatoid arthritis treatment.

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