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Vifor Pharma needed an electronic publication to aid their sales representatives in demonstrating the benefits of one of their drugs, Doxium, for diabetes patients. The principal benefit is helping to prevent microvascular bleeding in the kidneys, eyes and extremities. Working from the concept of ‘control’, the visual metaphor of affected organs on puppet strings was developed. The stylstic approach was to give the organs a ‘plastic toy’ appearance to reduce any sense of squeamishness, and in fact it proved popular with doctors during user testing.

Information organisation

Vifor were relying on us to develop not only the look and feel of the publication, but to also organise all the information they had on the drug into a clear narrative. Instead of confronting doctors with lots of content in one go, the necessary information is organised into interactive layers. I needed to research the significance of each piece of information, and determine its centrality to the narrative. At the base level is an ‘elevator pitch’ overview of the drug. Above this is a fuller presentation of the drug’s mechanism, benefits, side effects and efficacy studies. At the very top are supplementary information and references.

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© William Naish 2020