Claire Morris
Claire Morris
Healthcare Marketing
 

Emergent BioSolutions / Vaccination Campaign

Going the distance to raise awareness about travel health

 

Project Overview

Led the successful rebranding of TravelHealthConnect.com, Emergent BioSolutions’ consumer-facing travel health platform, implementing a strategic three-phase campaign that significantly increased travel vaccination sales.

Team Leadership

Directed and coordinated a comprehensive cross-functional team of:

  • Account directors

  • Project managers

  • Copywriters

  • Designers

  • Production managers

Challenge Resolution

  • Client Relationship Recovery: When tension developed between the client and our account director during Phase 1, I personally stepped in to manage the client relationship, salvaging the project and building trust that resulted in a $2 million scope expansion.

  • Stakeholder Alignment: In Phase 2, when the client’s manager questioned the project's value, I organized a strategic presentation demonstrating both creative progress and projected ROI, securing approval for an additional phase of work.

Key Achievements

  • Transformed a potentially failing project into a multi-phase success

  • Expanded project scope by $2 million through relationship management and strategic value demonstration

  • Delivered a comprehensive rebranding that exceeded client expectations and business objectives

 

The 3 Campaign Phases

Phase 1

Goal: Increase traffic to TravelHealthConnect.com and build a community of frequent international travelers

Strategies:

  • Developed a comprehensive contest campaign

  • Created integrated marketing approach including:

    • Web pages

    • Social media content

    • Paid and unpaid advertising

  • Drove traffic to existing travel site

  • Initiated travel health community engagement

Results:

  • 750% increase in site traffic

 

Phase 2

Goal: Enhance site appeal and brand perception

Deliverables:

  • Developed new brand names

  • Co-created logos

  • Designed comprehensive style guide

  • Co-creative directed site content

  • Designed homepage and art directed additional web pages

  • Social Media Campaign

 

Phase 3

Goals:

  • Integrate real-time Center for Disease Control (CDC) outbreak feed

  • Shorten vaccine sales cycle

  • Create a newsletter

  • Create direct pathway to branded vaccine pages

Strategies:

  • Refreshed homepage design

  • Developed strategic bridge connecting unbranded and branded vaccine pages

  • Added dynamic WHO outbreak information

Results:

  • 5,000% increase in vaccine sales within 3 months

 
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Pfizer / Unbranded Campaign

Revealing truths about sickle cell disease patients

 

Sickle Cell Disease Campaign: SCD Truths

Strategic Objective

Led an initiative to transform emergency department (ED) physicians’ perceptions of sickle cell disease, targeting misconceptions that created barriers to patient care and adoption of Pfizer’s new SCD treatment.

Leadership Role

  • Creative Director for the comprehensive “SCDTruths” integrated campaign

  • Co-Art Director overseeing development of:

    • Educational website

    • Clinical print advertisements

    • Point-of-care materials

    • Medical congress exhibition design

  • Team Leader for cross-functional specialists:

    • Copywriter

    • Medical Director

    • Medical Writer

    • Visual Designers

Strategic Approach & Execution

Implemented a data-driven campaign development process:

  1. Insight Discovery: Conducted research revealing critical ED physician misconceptions:

    • Mischaracterization of patients as drug-seeking

    • Unconscious bias affecting treatment decisions

    • Knowledge gaps in current SCD management approaches

  2. Influencer Identification: Recruited credible voices to challenge established beliefs:

    • Emergency medicine key opinion leaders

    • SCD treatment specialists

    • Patient advocacy organization leaders

  3. Content Strategy: Developed persuasive video series that:

    • Directly addressed and dismantled misconceptions

    • Presented evidence-based clinical information

    • Created an accessible educational platform

Challenge Navigation

  • Audience Resistance: Developed specialized messaging strategies to overcome entrenched physician beliefs

  • Expert Recruitment: Successfully identified and secured rare SCD specialists through strategic network leveraging

  • Organizational Change: Preserved project continuity during Pfizer's restructuring by developing compelling ROI and strategic value presentations

Achievement & Impact

Though not implemented due to clinical trial results, the campaign strategy and creative assets were retained by Pfizer for future implementation—a testament to the recognized value and quality of the work despite external setbacks

 
 

Cooper / Animated Video

The Performance Plan - Using AI to create animated video + audio to connect with Gen Z audiences

 

HR Performance Expectation Plan Video

Project Overview

Transformed standard HR communication into an engaging video experience tailored specifically for Gen Z employees using innovative AI creative solutions.

Strategic Innovation

  • Audience-Centered Approach: Successfully persuaded client to replace traditional PDF documentation with video content aligned with Gen Z communication preferences

  • Technology Leadership: Independently mastered new AI video and audio production tools to deliver high-quality content while maintaining budget efficiency

  • Creative Concept Development: Developed a marathon training metaphor that transformed abstract HR processes into relatable, meaningful content

Execution Excellence

  • Visual Strategy: Created a dynamic visual narrative featuring:

    • Vibrant color palette resonating with younger audiences

    • Engaging animations to maintain viewer attention

    • Contemporary soundtrack enhancing message retention

  • Content Optimization: Distilled complex HR information into a concise 1.5-minute format that maximized engagement while delivering all critical information

Measurable Results

  • Achieved exceptional engagement metrics:

    • 100% open rate

    • 95% view completion rate

  • Delivered significant cost savings by leveraging AI technology instead of traditional production resources

Key Achievement

Successfully elevated routine corporate communication into compelling digital content that resonated with the target audience while demonstrating innovative problem-solving and technology adaptation skills.

Cooper Companies Values and Purpose Graphic - Concepted and designed by me

 
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AbbVie / Eduction

The Man Plan - Creating a workout plan that works for men with advanced prostate cancer

 
 

The Man Plan™: Innovative Wellness Solution for Prostate Cancer Patients

Challenge

Prostate cancer treatment presents significant physical and emotional challenges:

  • Devastating side effects including loss of libido

  • Cardiovascular risks

  • Muscle atrophy

  • Reduced patient motivation to exercise

Project Background

AbbVie partnered with our design firm to develop a comprehensive wellness program addressing the unique needs of prostate cancer patients.

Solution: The Man Plan™

My Innovative Approach

  • Brought exercise directly to patients' homes

  • Designed a tiered, personalized wellness program

  • Removed barriers to patient engagement

Program Components

Art Directed and Led Graphic Designers on a Comprehensive Kit:

  • DVD with exercises led by Certified Exercise Physiologist

  • Printed exercise manual

  • Exercise resistance band

  • Digital tracking portal

  • One-on-one counselor support

  • Online community platform

Program Design

  • Tiered exercise levels (beginner to advanced)

  • Self-paced progression

  • Flexible, home-based approach

  • Comprehensive support system

Outcome

Remarkable Program Success:

  • 500+ patients enrolled in first year

  • Pilot program targets met within months

  • 100+ patients completed full three-level program in first quarter

  • Nationwide program expansion across the United States

Key Achievements

  • Exceeded initial program expectations

  • Positive reception from patients, urologists, and sales team

  • Innovative solution to patient wellness challenges

 
 

Hillrom/Rebrand

Merge established brands under one evolving umbrella brand

 
Concept Pitched to Hillrom

Winning Concept Pitched to Hillrom

Comprehensive Multi-Brand Rebranding Campaign

Goal

Strategically merge 12 distinct established brands into a unified, dynamic umbrella brand.

Key Achievements

  • Developed and successfully pitched the winning rebranding concept

  • Demonstrated expertise in strategic presentation design

  • Effectively communicated complex creative concepts to diverse stakeholders

Execution Strategy

Presentation and Approval

  • Crafted a compelling pitch to board of directors and senior management

  • Secured leadership buy-in for comprehensive rebranding approach

Implementation

Led a cross-functional creative team including:

  • Graphic designers

  • Copywriters

  • Photographers

  • Videographers

Project Scope

Implemented brand transformation across multiple channels:

  • Website redesign

  • Video production

  • Advertising campaigns

  • Social media branding

Brand Consistency

  • Rigorously adhered to newly developed brand style guide

  • Ensured cohesive visual and messaging strategy across all platforms

Outcome

  • Completed rebranding project on schedule

  • Maintained strict budget constraints

  • Achieved exceptional client satisfaction

 
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Walgreens / Project P

Transforming clinical intelligence support in healthcare

Project P: Transforming Pharmacy Care Through Digital Innovation

Strategic Challenge

Led the development of a next-generation decision support platform for Walgreens aimed at revolutionizing pharmacist capabilities in value-based care delivery across the healthcare ecosystem.

Strategic Approach & Execution

  • Evidence-Based Foundation: Orchestrated comprehensive market research to identify:

    • Current landscape opportunities

    • Pharmacist engagement factors

    • Potential adoption barriers

    • Critical success requirements

  • Innovative Solution Architecture: Developed a forward-thinking platform concept featuring:

    • AI/ML-powered clinical decision support for enhanced patient interactions

    • Continuous learning capabilities to evolve with healthcare practices

    • Interoperable data exchange mechanisms for healthcare ecosystem collaboration

    • Population health outcome improvement capabilities

  • Strategic Vision Development: Created compelling strategic assets that secured stakeholder buy-in:

    • Comprehensive concept narrative

    • Detailed reference architecture

    • Strategic implementation roadmap

    • Supporting business case with ROI projections

Measurable Impact

Successfully translated complex technological and clinical concepts into a compelling vision that:

  • Aligned diverse Walgreens stakeholders across pharmacy, technology, and business units

  • Secured financial commitment for proof-of-concept development

  • Established foundation for Walgreens' enhanced role in value-based care delivery

Key Achievement

Transformed an abstract organizational need into a tangible digital strategy that positioned Walgreens for leadership in the evolving healthcare landscape while enhancing pharmacist capabilities and patient outcomes.