Pharmaceutical Online Marketing and Branding
Creating online material, print work and guiding internal clients through the design processes. During my time at AstraZeneca I started coding in HTML and CSS, worked along marketing strategists to understand user experience processes. I helped shape online applications with user workshops and site mapping, and designing user journeys for marketing the brands.
In 2002, I took a project to overhaul the intranet system. I started by mapping the current departments to the online content. I identified the key areas of the business and worked with stakeholders to meet tehir goals in providing the right experience. With a talented web developer, we created an 'Article Manager' content management system which organised zones with appointed users. We locked down the design model and controlled it separately to the content. Each department gradually saw the benefit of all working on the same platform. The search was allowing users to find information quickly. Within 12 months, thousands of pages from the previous site were tagged as redundant as the new UKMC intranet was the first point of contact for information and news.
From time to time, an external medical project would be given to me. There were various drug brands and UK health practices which I worked on. The South West Psychiatry insisted on using the brand colours for our own drug Seroquel. GastroWeb was a community forum based around the Nexium and Acid Reflux Disease (GORD). However, the most challenging site was the British Indian Psychiatry Association's website. There was over 50 pages which needed designing and building. All of these projects required an element of walking the client through the design process. I sat with many stakeholders during workshop sessions to define a working prototype. Once approved I also HTML and CSS coded and deployed the websites.
Creating support material for a portal to give AstraZeneca staff greater access to additonal learning, online courses and reading material. Taking an already designed brand, I designed the website, a series of email newsletters and printed information cards to be distributed around the building.
Email was the preferred method of communication at AsttraZeneca and I always tried to help the internal managers create some process with the emails I designed. The Tablet was a newsletter for the sales force staff. Also, the RoadSense newsletter, circa 2007. I locked down the open design to allow the their team to replace content each month and change the images.
The People Portal application was already being created online. However, all the print work and support material needed designing and sending to the printers. This was a exciting project, as it was mixed media, with elements of design, production and strategy too. I had free reign to suggest and devised a solution for the support material. I went for a folded A5 laminated card. It had to hold a small CD to start the app. I liaised with reprographics to get the job complete.
I was the person to go to at AstraZeneca when print work was required. I sketched out ideas, Photoshop'd the artwork and managed the reprographics and printing.