Praluent

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 the pitch brainstorming sessions, I noticed that the efficacy trial charts resembled a cliff, signifying a dramatic decrease in LDL cholesterol levels. I suggested using this visual element to demonstrate the product’s efficacy to patients. For physicians, we used large arrows to emphasize the drug’s effectiveness.
I designed two sets of responsive websites (for patients and physicians), launch marketing materials, video art direction, tradeshow booth, iPad sales app, and product packaging. The art assets I created were versatile, easily adaptable for web, print, and video. To overcome the challenge posed by regulatory agency rulings, I developed a workflow that reduced the time required for art revisions and eliminated errors, ensuring compliance.