For patients still reeling from an MS diagnosis, cohesive design is more than just aesthetically pleasing. It's a key training tool, helping them digest and reinforce all the information they need to take in.
So from the beginning, we knew we wanted each piece of Alongside Kesimpta to feel like it was part of one unified whole. In every aspect, we centered the patients' needs: we used large, high-contrast type in case of visual deterioration; replaced pull-tabs and tape with easy-to-open magnetic flaps; and used clear, no-bullshit language, iconography, and visuals that were consistent everywhere. Whether it was a brochure or an email or a box, everything had to be simple, direct, and valuable to the patient.
Our hard work paid off. Each metric that came in showed patients loved Alongside Kesimpta, from an eye-popping open-rate for emails of 60-80% to greater brand favorability among patients than Apple or Amazon. And in 2021 Alongside Kesimpta was awarded "Best Patient Engagement, Support, or CRM Program" at the DTC Perspectives conference.
