About this Project
Sanofi-Regeneron Pharmaceuticals aimed to launch their FDA-approved drug, Praluent (alirocumab), targeting patients aged 45-65 with elevated levels of LDL cholesterol and their physicians. The main challenges included outshining a direct competitor launching a similar drug, meeting tight deadlines for tradeshows and regulatory agency grace periods, and educating the market about LDL cholesterol. As the Senior UX/UI Designer and Creative Strategist, I contributed to the pitch, designed responsive websites, launch marketing materials, and devised a workflow to reduce art revision time and eliminate errors, ensuring compliance
The Challenge
The primary challenge was to create a greater impact than the competitor, who was launching their version of the drug around the same time. Additionally, we had to meet critical deadlines for key tradeshows and comply with the grace periods given by regulatory agencies. It was essential to educate both patients and physicians about the detrimental effects of high LDL cholesterol and the benefits of using Praluent.
Solution
During pitch brainstorming, I noticed efficacy charts resembled a dramatic “cliff” representing significant LDL reduction, so we used this visual for patients while large arrows reinforced effectiveness for physicians. I designed responsive websites for both audiences, launch materials, video direction, tradeshow booth, iPad app, and packaging. A streamlined workflow met regulatory requirements, cutting revision time and errors.
Results
The Praluent project effectively reached patients and physicians with visually striking materials, meeting key tradeshow deadlines while staying compliant. The improved workflow minimized art revision time and eliminated errors. Lessons learned informed future initiatives, evolving the creative strategy to achieve even more impactful outcomes.
