Keytruda — Kinetic Email Experience for HCPs
Reimagining how complex clinical information can be experienced through interaction within the constraints of email.
Patient Quizlet Email
Overview
This project focused on designing kinetic, or interactive, email experiences for healthcare professionals (HCPs) promoting Keytruda, an immunotherapy treatment. Unlike traditional pharmaceutical emails, which are often static and text-heavy, this initiative aimed to create a more engaging and informative experience directly within the email itself. The goal was to enable HCPs to access clinically relevant information quickly, without requiring them to navigate to external landing pages.
Role
User Interface
User Experience
User Experience
Lo Fi Wireframes
Refined Wireframes
Problem
Pharmaceutical email communications targeted at healthcare professionals present a unique set of challenges. These emails are typically dense with clinical information, yet must compete for attention among time-constrained professionals who are often reviewing content quickly between responsibilities. As a result, traditional static emails tend to be skimmed rather than fully read, leading to low engagement and limited comprehension of key messaging. Additionally, users are frequently required to click through to external sites to access deeper information, which introduces friction and drop-off.
Objective
The objective of this project was to design a kinetic email experience that encourages interaction within the email itself while improving clarity and comprehension of complex clinical information. At the same time, the solution needed to remain fully compliant with pharmaceutical regulatory standards and deliver value within seconds for healthcare professionals with limited time.
Master Component Library
Constraints
Designing within the email environment introduced significant technical limitations, including inconsistent support for advanced HTML and CSS across email clients and the complete absence of JavaScript functionality. This required careful planning to ensure that interactive elements would function reliably where supported, while still delivering a complete experience in non-supporting clients.
In addition to technical constraints, the project operated within strict regulatory guidelines. All messaging needed to adhere to pre-approved claims, include mandatory safety and risk information, and follow rigid content hierarchy rules. These requirements limited flexibility in both language and layout.
Finally, the target audience of healthcare professionals introduced its own constraints. Users required fast, accurate, and highly scannable information, with little tolerance for unnecessary complexity or overly promotional messaging.
Approach
The approach centered on designing meaningful interaction within the limitations of email. Interactive elements were built using supported techniques such as hover and tap states, allowing users to reveal additional layers of content without leaving the email. This created a more dynamic experience while maintaining compatibility across environments.
A progressive disclosure strategy was implemented to manage the density of clinical information. High-level messaging was presented upfront to establish context quickly, while more detailed content—such as mechanism of action and efficacy data—was made accessible through interaction. This allowed users to control the depth of information based on their needs.
Content hierarchy was carefully structured to support rapid scanning and comprehension. Key data points were emphasized visually, and the layout was organized into clearly defined sections to reduce cognitive load. The design balanced clarity with completeness, ensuring that essential information was immediately visible while supporting deeper exploration.
An important aspect of the solution involved designing for both interactive and non-interactive scenarios. A fully functional static version of the email was developed for clients that do not support kinetic features, ensuring that all users received a consistent and complete experience regardless of platform.
Carousel Content Email
Key Decisions
One of the primary challenges involved balancing interactivity with reliability. Because not all email clients support kinetic features, the design prioritized delivering the core message within the static experience, while enhancing it with interaction where possible. This ensured that no critical information was dependent on unsupported functionality.
Another key consideration was the balance between depth and brevity. Healthcare professionals require access to detailed clinical information, but have limited time to engage with content. This was addressed through progressive disclosure, allowing users to access additional detail only when needed.
A further challenge involved navigating the tension between creativity and compliance. Pharmaceutical regulations restricted the ability to modify messaging, so innovation was achieved through interaction design and content structure rather than language. This approach allowed the experience to feel modern and engaging without compromising regulatory requirements.
Outcome
The final design introduced a more engaging and effective way for healthcare professionals to interact with pharmaceutical email content. By enabling interaction within the email, the experience improved access to key clinical information and reduced reliance on external click-through. The structured approach to content hierarchy and progressive disclosure helped reduce cognitive load while maintaining informational depth. Overall, the solution demonstrated how thoughtful interaction design can elevate even the most constrained communication channels.
Expandable Content Email
Demonstration
This project highlights the ability to design effective interaction patterns within highly constrained environments, balancing technical limitations, regulatory requirements, and user needs. It demonstrates a strong understanding of content hierarchy, information design, and user behavior, as well as the ability to create meaningful engagement for a specialized professional audience. Most importantly, it reflects an approach to design that prioritizes clarity, usability, and strategic problem-solving over purely visual execution.
