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Patient-friendly science

Demystifying science to help patients learn about their condition and treatment.

Client

Global biopharma

Overview

Sometimes, it’s helpful for patients to understand the science behind their condition or their treatment. But traditional method of disease (MOD) explainers and mechanism of action (MOA) videos are too scientific or clinical for a patient audience.

To support patient learning, Cramer Health created a patient friendly video series that conveyed scientific concepts in a patient-centered, accessible, and unexpected way.

Situation

Fear of certain side effects was impeding treatment start for some patients

A global biopharma leader had a challenge. Insights showed that certain patients who were prescribed treatment were not starting it because of fear over a certain side effect. This presented an opportunity to explain the side effect to help inform the patient and alleviate the fear.

The Strategy:

Educate with empathy and engagement

Cramer Health sought to provide a more accurate representation of the side effect to better educate patients. We focused on pairing “the science behind” the side effect with a more patient-friendly, approachable visual story. The content had to balance providing a balanced representation of the side effect while giving information that felt helpful and empowering to patients.

The Solution

Transforming science into patient-friendly learning

Cramer Health developed a video style that leaned on animated “monsters” that would provide narration and demonstration of certain concepts. The monsters provided a visually engaging way to learn about the side effect without introducing medical images that felt clinical or even scary. We paired the monsters with clear and simple narration, a friendly tone, and simplified explanations.

The result

Knowledge shared, confidence built, and time on site improved

The first video on the science behind a side effect quickly became one of the most visited pieces of content in the client’s digital ecosystem and helped pave the way for more contextual content to help a patient learn about side effects.

Based on the success of this video, an entire series was developed to speak to the patient about scientific concepts that ranged from side effects, MOD, and MOA.

The series became some of the most watched videos for this treatment.

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