Regulated-Industry Campaigns — Claire Morris Design

Regulated-Industry Creative — Pharma & Healthcare

Campaign and concept work developed inside MLR and legal review — proof that a process-heavy environment doesn’t have to flatten the idea.

Pfizer

Concept, art direction,
graphic design, ux

Creative Director, Eveo
Design Director, frog
a Capgemini Invent company

Client input:
the audience is the obstacle

Pharma and healthcare creative operates under Medical, Legal, and Regulatory review. Every claim is substantiated, every visual is scrutinized, and the cycle runs long enough that work tends to get more cautious with each pass — until nothing distinctive survives.

The Pfizer sickle cell campaign had the opposite problem: the audience, not the regulator, was the obstacle. Emergency department physicians carried entrenched misconceptions about sickle cell patients — mischaracterizing pain crises as drug-seeking, working from outdated knowledge of sickle cell disease (SCD) management, and bringing unconscious bias into treatment decisions. Those beliefs stood between patients and appropriate care, and between physicians and a new SCD treatment.

Translation

So I researched where ED physicians actually go for authority on SCD. The answer was people, not literature: recognized experts in the field — practicing clinicians and sickle cell foundation leaders. That determined the format. Peer-to-peer education, not brand education.

Working inside MLR shapes the design process itself. My creative partner (creative director, copy) wrote and I built for review: video interviews with those experts, graphics traceable to source, formats that held together through edits, and a site hierarchy with enough give that a reviewer’s addition wouldn’t collapse the layout. Anticipating the review pass was what let the work stay sharp through it.

Work

Campaign Concept:
“What’s Your Sickle Cell Disease Truth?”

Black and white portrait of Dr. Foyekemi Ikyator, wearing glasses, with a red overlay on the right side containing a quote about complications in SCD.

As the creative director, visual, I concepted the peer-testimony framework the campaign was built on, then developed it with my creative partner (creative director, copy) and a team of copywriters, art directors, designers, and a medical writer.

The campaign ran across five components: the SCDTruths educational platform, a video series, clinical print advertising, point-of-care materials, and a medical congress exhibit.

SCDTruths Educational Platform

Co-art directed and co-designed with the art direction and design team. Copy by the medical writer and medical copywriters.

Video Series

SCD specialists and key opinion leaders addressing the misconceptions directly, on camera. Scripts by the medical writer; shoot art directed by the medical writer and my creative partner.

A woman with short, styled hair, wearing a black turtleneck sweater, smiling with earrings and a nose ring, in front of a wooden background.

Outcome

The campaign cleared Medical, Legal, and Regulatory review with the peer-testimony framework intact. Clinical trial results ended the program before launch. Pfizer retained the complete campaign strategy and creative assets for future use.