The Communication Studio

Pharma Digital Campaign

Grey Group / Pradaxa

Brought onboard by ad agency Grey Group to lead UX for their pharma client Pradaxa.  Delivered UX analysis, design recommendations, and demosite solution models for legacy website, mobile site, unbranded site, and co-pay calculator. Education and advocacy were a big part of the agenda.

The Value Proposition

  • Guide the Marketing group's content strategy through audience themes and acquisition paths
  • Improve competitiveness of Graphics & Creative staff by bringing them up to speed on UX techniques & mobile usability
  • Enterprise UX resource for "best practices", techniques, tools, and features
  • Evangelize and integrate social networking into Grey's design solution mindset


Sitemap: Clickflow to Microsite
  • Content Strategy Identify information collateral for purposes of CMS and management across channels
  • Design Make existing collateral in legacy site more attractive and compelling
  • CRM Define pathways for conversion & customer acquisition
  • Engagement Focus on satisf-action within current design, mobile and social media
  • Process Integrate UX into Grey's design-oriented team approach


Unbranded Mobile site
  • Inventoried existing content and mapped it to legacy website
  • Educated and guided visual designers on UX best practices
  • Modeled design solutions in clickable demosites for mobile, unbranded, and influencers
  • Demonstrated transmedia conversion techniques (fullscreen-to-mobile)
  • Provided thought leadership in social media, mobile enablement, and use of business intelligence
  • Guided & implemented CRM strategies for engaging targeted customer audiences
  • All Strategy and Design team members signed on to view and use UX documents and clickable demosites in our shared design resource library
Unbranded site