The Brief: Creat a programatic approach to the distribution of patient decision-aid materials within a clinic environment. Decision-aids are small info booklets about specific diagnoses given to patients to better inform them about treatment options. Encourage usage of the decision aids by patients.
The Process: Developed a complete creative package for print, web and email marketing including solutions in identity design, copy, graphic elements and photography. Colleague Dr. Heidi Hennink-Kaminski led the project's management and handled research, strategy and analysis.
The Result: The project is currently in the final testing phase before implementation. Feedback on the early rounds of testing were very positive, with patient advisory committees and doctors weighing in on the impact of the messaging.
The For-Profit Tie-In, Or in this case, the Big-Brand Tie-In: This piece is a little different than some of the other projects in the portfolio, since UNC Hospitals is not a for-profit company. It is, however, a big brand. A large component of this project was using research to determine how the design of the communication could build a strong connection from the small clinic initiative to the larger brand, UNC. Photography, copywriting, and design all underwent an extensive development process to balance this partnership.
