Transforming the Specialty Pharmacy Experience
Optum, a UnitedHealth Group company, wanted to reimagine the specialty pharmacy journey for patients navigating complex therapies. The challenge was to simplify communications, build trust, and show how Optum supports patients through highly specialized care, all while maintaining compliance in a regulated space.
The Challenge
Optum, a UnitedHealth Group company, wanted to reimagine the specialty pharmacy journey for patients navigating complex therapies. The challenge was to simplify communications, build trust, and show how Optum supports patients through highly specialized care, all while maintaining compliance in a regulated space.
Creative Vision
I developed a platform to make the specialty pharmacy experience more clear, human, and patient-focused. My creative strategy emphasized:
• Demystifying complex therapies through approachable, empathetic storytelling
• Highlighting patient support services and the human side of healthcare
• Ensuring clarity and alignment across Optum's diverse business units and audiences
Execution
• Produced multi-channel campaigns
• Designed patient-first storytelling content that reflected real-life journeys through specialty care
• Partnered with Optum teams to align specialty pharmacy branding with their broader healthcare innovation narrative
Results & Impact
• Increased patient trust and engagement
• Simplified complex information, improving understanding and adoption of therapies
• Strengthened Optum's reputation as a leader in specialty pharmacy.
• Work recognized internally as a model for human-centered healthcare communications