Interactive advertising content
Personalized, engaging, & medically compliant marketing content
Storysoft Stories
Storysoft's main product is referred to as a Story. A Story is an interactive experience built on a propriety omni-channel advertisement framework designed to accommodate content that meets global pharmaceutical regulations
Notable clients:
Abbvie, Argenx, Janssen, Merck, Roche, Sanofi, & Takeda
My role, team, timeline, & tools:
ui
visual design
w/ developers
w/ project managers
w/ partner agencies
2 - 5 day turnaround
adobe cc
figma
notion
Explaining the concept
What is a “Story”?
Stories are interactive digital experiences designed to advertise drugs brands to healthcare providers (HCPs) and patients, typically surrounding concepts such as patient cases, safety and efficacy data, dosing information, and more
Stories stand out
Pharma ads have the same playbook partly due to how regulated the content is. Unlike a traditional ad, a Story can combine multiple types of content and interactions into a structured experience that allows users to explore information, navigate between content, and engage with a brand across multiple digital touch-points
What do I do?
I follow the Story template
The Story framework provides the underlying structure and capabilities. My role is to use those capabilities to create a unique branded experience for each pharmaceutical client
For this case study, all visuals will be fictional demo content due to confidentiality agreements regarding client content
Design approach
Receiving the content
Starting with a Story script
I join in on a project starting with a kickoff call reviewing a client-approved script with narrative copy and supporting graphics broken down into pages
Understanding the goal
Each Story has it’s own campaign
To successfully build a Story, I reference a document with client goals and high-value actions that is provided with the script and assets
What I recieve
Working within a brand
With each brand I receive a collection of marketing assets, campaign details, and brand guidelines to direct the visual design of a Story
Finding patterns
Detail deep dive
I start a Story by looking for any patterns within the content to determine if I've faced similar challenges before and how I'd like to approach the visual hierarchy
Design
Adding branding
Following my findings, I mix brand style and messaging with the Story framework and components to highlight key takeaways in an interactive format
Reviews and refinement
Passing Med-Legal review (MLR)
MLR is a team of reviewers that declares the Story safe for publishing to the public. Claims must be true, legibility and hierarchy are held to certain standards, and every aspect of the Story is taken into consideration. Feedback from this review is used for final adjustments
Dev handoff
Sharing prototypes
Detailed specs, flows, and design details are communicated and handed-off to the development team through a production kickoff call
Design process visuals
Pathing demo
Patient cases
The Story shown here is a demo used to highlight how patient cases can be shared in an engaging format rather than directing audiences to a brand website with the content laid out plainly
Brand overview demo
Informational content
The demos shown here are used for sharing how a Story can be used to communicate key information. A story can provide an overview of the drug and it's claims or more specific dosing, safety, or efficacy data
Resource program demo
Patient programs
The demos shown here used for providing patient with appropriate resources. A Story can be used to sign patients up for assistance programs or direct them to particular documents and forms
What does success look like
Measuring engagement & conversions
As far as tracking the success of each Story, Storysoft gathers visitor data from each channel to develop insights about the user experience and compares this to the client’s goals. These insights allow us to present clients with optimization opportunities that could increase the success of each Story; however, the majority of our client's Stories exceed the industry standard conversion rate