Campaign development, global localisation, digital & regulated pharmaceutical design

I worked extensively with LEO Pharma across the Australian and New Zealand launch and ongoing marketing of Picato, creating communications for healthcare professionals, pharmacists and patients.

The engagement began with localisation of the global launch campaign and expanded into original Australian campaign development, digital, advertising, sales and educational materials, presentations, events and exhibition collateral.

All work was developed within strict pharmaceutical regulatory requirements.

Launching Picato in Australia

I translated Picato’s global launch campaign into an extensive suite of communications for the Australian market.

For the Clinician Kit, I turned the global train imagery into a physical experience. The horizontal contents slid from the sleeve like a train emerging from a tunnel, with matt celloglaze and spot UV extending the campaign idea through the production itself.

I designed the pack and its contents as part of the broader launch ecosystem.

Designing across audiences

The launch extended across healthcare professional, pharmacist and patient communications, including the Picato website with separate practitioner and patient pathways, educational materials, advertising, presentations and event collateral.

Each required a different information hierarchy while maintaining campaign consistency and meeting pharmaceutical communication requirements.

Building the campaign locally

Following launch, my role expanded into developing and presenting original Australian campaign concepts for LEO Pharma.

The resulting Treat All Year Round campaign used a distinctly Australian summer setting to support the ongoing sales campaign and was extended across advertising, HCP communications and event collateral.

An ongoing campaign ecosystem

Across the engagement, Picato developed into a substantial suite of launch, sales, educational, digital and event communications across Australia and New Zealand.

The work required creative consistency across dozens of individual touchpoints while working within the strict regulatory requirements of Australian pharmaceutical marketing.