Keytruda
Patient Quizlet Email
OVERVIEW
Merck engaged our digital team to develop a kinetic email campaign for Keytruda’s multi-tumor indication, targeting oncologists and other healthcare professionals. The objective was to stand out in the user's inbox with a dynamic experience that highlighted Keytruda’s efficacy across tumor types. The campaign needed to deliver medically accurate content while engaging users.
Role
User Interface
User Experience
User Experience
Lo Fi Wireframes
Refined Wireframes
Process
The project began with a joint discovery session where the Creative Director, Copywriter, and I aligned on goals, brand tone, and key messaging. Strategic insights were translated into a wireframe system, prioritizing readability and interaction. Expandable sections were designed to break down content-heavy portions, carousel cards were intended to drive deeper engagement. I worked closely with stakeholders to ensure feasibility and compliance throughout the build.
Master Component Library
Challenge
The most complex challenge was passing MLR reviews without compromising the interactive experience. Every user-triggered interaction had to be documented and justified in a highly regulated environment. Given that interactivity is less common—and often misunderstood in email, we needed to ensure each component served a clear function and could be reviewed linearly by teams not used to non-static layouts.
Carousel Content Email
Solution
The emails featured expandable data blocks for tumor-specific stats, a carousel of tumor indications that invited exploration without overwhelming the layout, and simple quizlet components to promote and reinforce learning. The final designs passed MLR with revisions and launched successfully across all platforms, boosting engagement among HCPs. Upon approvals, a playbook was also rolled out for other teams to adopt the Kinetic email system.
Expandable Content Email
Learnings
The project reinforced how transparent collaboration across creative and regulatory functions leads to better outcomes. I deepened my expertise in designing within review team constraints while maintaining an engaging experience. It was a large achievement for the team at Merck being the first to implement the kinetic email.
