vitality transplant success program

designing a path for expertise

problem

When a patient receives a transplant, they can instantly receive critical immunosuppressant drugs from the nearest retail pharmacy. But, that delicate transplant requires detailed medication and insurance guidance that a drive-thru lane can't facilitate. Unknowingly, patients drift toward what is nearest if clear alternative presents itself.

solution

My team devised a retention program to build coherence around disparate specialty services. This now branded program that we named "Vitality," productized a plan for patients to follow for six months post-discharge. Paired with a custom-built crest for our 25-year anniversary, this plan projected brand authority.

In collaboration with several internal SME's, six patient shipment inserts were created to serve as the backbone for the program. It was crucial to signify a broader timeline and plan so a circular step model was introduced, underscoring this was a months-long prpcess patients need to follow for success.

A set of corresponding emails were built to leverage email correspondence for more mobile-forward patients.

As the program grew, provider-facing sales materials were built for our nationwide field sales team to carry consistent messaging. Vitality became familiar to transplant centers, allowing the team to push the brand's limits. Introducing higher contrasting typography and leaning on a secondary color palette communicated a higher level of sophistication while still vectoring back to the parent Amber Specialty Pharmacy brand.