Print

In the beginning, there was the printed word. And it was good. And so, it remains. The tactile nature of printed media endows the printed word with subliminal power. Three instincts animate my approach to every print piece: strategy, simplicity, and engagement. Every word serves a purpose, every thought benefits from an economy of language, and every piece must not only inform, but motivate.

SAREPTA THERAPEUTICS

The problem was challenging: HCPs who treat Duchenne muscular dystrophy were prescribing some of Sarepta's exon-skipping products incorrectly, based on the location of their patients' mutation, rather than the target of the product. Without a more complete understanding of how exon skipping works, misunderstandings and frustration would get in the way of treatment.

We knew that the answer had to involve finding a way to more effectively communicate the finer details of exon skipping.

We discovered that the secret to understanding—and teaching—a topic as advanced as exon skipping could be aided by something as simple as a child's toy.

By creating a dimensional teaching tool and conversation guide built on the visual analogy of skipping train cars, we successfully brought HCPs and Duchenne families together around a common understanding of a complex, but ultimately relatable treatment modality.