Pharma HCP
Campaign Systems
Scalable Digital Campaign Systems for HCP Engagement
Overview:
Designed and deployed multi-channel campaign assets for regulated healthcare brands, balancing strict compliance requirements with clear communication, strong visual hierarchy, and scalable production workflows.
Healthcare campaigns often require the same core message to appear across dozens of formats, channels, and regulatory review cycles. I developed systems that allowed campaign assets to scale efficiently while maintaining brand consistency, usability, and compliance.
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
HTML5 Banner System
Developed detailed banner storyboards with annotated ISI placement and PRC redlines to support efficient MLR review cycles. Iterated layouts based on regulatory feedback, maintaining strong visual hierarchy and usability while meeting all safety and compliance requirements.
Annotated Regulatory Review Framework
Regulatory requirements were incorporated early and iterated through MLR review cycles, allowing the campaign to maintain strong visual storytelling while meeting all safety standards.
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.
CRM & Email Adaptation
Existing campaign photography was re-composed into scalable HTML banners and email hero graphics, enabling consistent brand presentation across multiple digital formats and placements.
Original campaign imagery used as the visual foundation for scaled digital assets
Re-composed hero imagery for email placements, optimized for both desktop and mobile viewing
Adapted a single hero asset across multiple formats by reworking composition and layout to preserve visual hierarchy, readability, and brand impact in each placement.
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
