EMERGENT BIOSOLUTIONS
Destination Health
540% engagement increase through social-driven travel health awareness campaign
CLIENT
Emergent
BioSolutions
ROLE
Creative Director and Designer
AGENCY
Eveo, a Capgemini Invent company
DELIVERABLES
Marketing/Educational Platform, Vaccine Brochures, Medical Materials
THE CHALLENGE
Raising Awareness About Travel Health
Objectives
Raise awareness about travel health risks
Increase traffic to unbranded website
Build robust CRM database
Generate user-generated content
Create pathway from awareness to branded products
Walgreens faced a significant operational challenge: the manual patient enrollment process for specialty medications was creating friction, errors, and delays that negatively impacted both patient outcomes and pharmacist efficiency.
Manual paper-based enrollment processes were prone to errors and omissions. Patients struggled to navigate complex specialty medication requirements. Pharmacists spent excessive time on administrative tasks versus patient care.
The challenge was to create a digital solution that could aggregate disparate healthcare data, provide intelligent prescription recommendations, and streamline the entire patient journey—from enrollment through ongoing adherence tracking.
OUR APPROACH
Celebrating Smart Travel Habits
Instead of lecturing travelers about disease risks (which felt fear-based and off-putting), we celebrated their smart travel habits and positioned travel health as part of being a savvy, experienced traveler.
We developed "Destination Healthy"—a socially-driven contest utilizing Facebook and Instagram that encouraged travelers to submit their best travel health tips for a chance to win a 6-night trip overseas.
The contest was deliberately broad to appeal to different types of travelers, which helped us curate a diverse consumer database and collect valuable user-generated content.
01
Community Building
Long-term vision to build a community of travel health enthusiasts
02
Social Connection
Weekly SMS and email touches to maintain momentum and discussion
03
User- Content
Collect authentic traveler tips for future communications
04
Three-Phase Journey
Awareness → Education → Conversion to vaccine consideration
THE STRATEGY
Strategic Three-Phase Campaign
I developed and led a comprehensive three-phase campaign that addressed traffic generation, brand perception, and sales optimization. Each phase built on the previous one, creating a cohesive strategy that delivered exceptional results.
01 PHASE
Increase traffic to TravelHealthConnect.com and build a community of frequent international travelers
My Role:
Co-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
02 PHASE
Enhance site appeal and brand perception
My Role:
Created new brand names and logos
Designed comprehensive design system and style guide
Co-directed site content strategy
Designed homepage and art directed additional pages
Developed social media campaign to drive traffic
03 PHASE
Shorten travel vaccine sales cycle and bring repeat viewers to platform
My Role:
Designed a direct user pathway to branded vaccine page
Integrated real-time Center for Disease Control (CDC) outbreak feed into home page
Added dynamic World Health Organization (WHO) outbreak information to platform
Created a newsletter to maintain engagement
EXECUTION - PHASE 1
Contest with Multi-Channel Social Media Campaign
The campaign successfully shifted the conversation from "diseases you should fear" to "smart habits that savvy travelers practice."
Campaign Elements
Social media contest on Facebook and Instagram
User-generated travel health tip submissions
Weekly SMS and email engagement
6-night overseas trip prize
Promoted via unbranded website, CRM, display ads
Paid social targeting travel enthusiasts
Community voting on favorite tips
Turning Crisis Into Opportunity
When tension developed between Emergent BioSolutions and the account director during Phase 1, the project was at risk. I personally stepped in to manage the client relationship, salvaging the project and building trust that resulted in a $2 million scope expansion. 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 additional work.
Client Relationship Recovery
Transformed a dissatisfied client relationship into a trusted partnership through open communication and strategic value demonstration, leading to project expansion.
Stakeholder Alignment
When project value was questioned, organized strategic presentations showing creative progress and ROI projections to secure continued investment and approval.
Market Respositioning
Led the successful rebranding of TravelHealthConnect.com, Emergent BioSolutions' consumer-facing travel health platform, significantly increasing engagement and sales.
EXECUTION - PHASE 2
Rebrand and Update Platform
Old Website
Rebranded
Brand Identity & Visual System
I created a vibrant, approachable brand identity that balanced health information seriousness with the excitement of international travel. The color palette—teal, gold, and coral—evoked tropical destinations while maintaining professional credibility.
Campaign Creative
The campaign featured engaging visual content encouraging travelers to "bring back souvenirs, not typhoid fever"—balancing humor with health education.
NEWSLETTER
SOCIAL MEDIA
BRANDED MINI SITE
ADS & EMAILS
BROCHURE
BRANDED BROCHURES
IMPACT
Exceeding All Benchmarks
540%
OVER BENCHMARK ENTRIES
750%
INCREASE IN SITE TRAFFIC (PHASE 1)
4.6M
IMPRESSIONS DELIVERED
5,000%
INCREASE IN VACCINE SALES IN 3 MONTHS (PHASE 3)
50%
ABOVE BENCHMARK CTR
2M+
PROJECT SCOPE EXPANSION
FROM RELATIONSHIP MANAGEMENT
Business & Marketing Outcomes
Successfully shifted brand perception from "pharma company" to "travel health partner"
Built robust CRM database for ongoing vaccine marketing
Created extensive library of user-generated travel health content
Established foundation for ongoing travel health community
Generated authentic traveler voices discussing health planning
Provided natural pathway from awareness to vaccine consideration
Shortened sales cycle from awareness to consideration
Demonstrated ROI of community-building vs. traditional pharma marketing
KEY LEARNINGS
What This Project Demonstrates
The most effective pharmaceutical marketing doesn't start with the product—it starts with understanding your audience's mindset and meeting them where they are.
Travelers don't wake up thinking about typhoid vaccines. They wake up excited about their destination. By celebrating their smart travel habits rather than fear-mongering about diseases, we created an entry point for the travel health conversation that felt natural and empowering.
THIS PROJECT DEMONSTRATES MY ABILITY TO:
Develop non-branded to branded patient journeys that drive commercial outcomes
Understand consumer psychology and navigate skepticism of pharmaceutical companies
Build engaged communities that provide long-term marketing value
Execute integrated digital campaigns across social, email, SMS, and display
Create user-generated content strategies that reduce ongoing marketing costs
Deliver measurable results significantly exceeding industry benchmarks
Position pharmaceutical brands as helpful partners rather than product pushers
01 Relationship management is strategic work
Stepping in to personally manage the client relationship during Phase 1 wasn't just damage control—it was a strategic intervention that rebuilt trust and created the foundation for a $2 million expansion. Sometimes the most valuable design work happens in conversations, not in Figma.
02 ROI storytelling matters
When stakeholders questioned the project's value in Phase 2, I organized a strategic presentation that combined creative progress with projected ROI. This demonstrated that I understood the business case, not just the creative vision. The approval we secured validated the importance of speaking the language of business impact.
03 Cross-functional collaboration drives results
I directed a comprehensive team including account directors, project managers, copywriters, designers, and production managers. The 5,000% increase in vaccine sales wasn't just about good design—it was about orchestrating multiple disciplines toward a unified goal.
04 Phased approaches build momentum
The three-phase strategy allowed us to prove value incrementally. Phase 1's 750% traffic increase gave us credibility for Phase 2's rebranding, which set up Phase 3's sales optimization. Each success created the foundation for the next.
05 Data integration enhances credibility
Integrating real-time CDC and WHO outbreak information transformed the platform from static content to a dynamic resource. This made the site genuinely useful, not just visually appealing, which drove repeat visits and engagement.
Most importantly, this project reinforced that successful creative leadership requires both design excellence and business acumen. The ability to navigate difficult client relationships, demonstrate ROI, and coordinate cross-functional teams was just as crucial to the outcome as the visual design itself.
MORE KEY LEARNINGS