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 regulations. 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.
Stories can track conversions rates, connect patients with healthcare providers, and share important safety information
Guidelines for the scalable Story template
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 receive
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.
Provided Story script
Story feedback within Figma prototypes
Final Story mobile mockups
Pathing demo
Patient cases
The Story and it's two paths 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 demo shown here is 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 demo shown here is 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.