GSK Vaccine PortfolioElevating craft and concept across brands
As a freelance ACD working on GSK’s vaccine portfolio at HCP AOR, MRM for Health, I led creative development on campaigns for Rotarix and Bexsero, while contributing to FluMist, Menveo, Penmenvy, Shingrix, and corporate initiatives. While working in a regulated environment, my focus was elevating conceptual rigor and building integrated, multi-channel systems that helped healthcare providers and sales reps navigate the GSK vaccine products more effectively, building trust across the pipeline.
BEXSERO “Reality Check”
Challenge
A significant gap exists between provider perception and caregiver recall of MenB vaccination. While 73% of providers believe they have recommended the vaccine, only 40% of caregivers remember the discussion. This disconnect poses a high risk for a disease that can become fatal in less than 24 hours.
Approach
The "Reality Check" campaign used optical illusions as a metaphor for this discrepancy. The strategy utilized CTV, social media, and point-of-care banners to reach providers where they work and live.
Impact
The work turned subjective perception into a data-driven clinical outcome. By bridging the gap between intent and recall, the campaign helped providers ensure their recommendations were heard and acted upon, strengthening preventative care for a high-risk patient population.
Rotarix “Ready. Set. Go.”
Challenge
The original Rotarix required a manual reconstitution step, creating a workflow barrier for busy pediatric offices. To gain share from competitors, the launch of a new, fully liquid formulation needed to emphasize the removal of this complexity.
Approach
The "Ready. Set. Go." campaign used a rhythmic mnemonic to map the three steps of administration—open, position, and dose—to a universal call to action. This concept was executed through a high-frequency, multi-channel system, including social support, EHR integrations, and a lenticular direct mail, providing quick-hit education for healthcare providers.
Impact
The work transformed a technical update into a memorable clinical advantage, giving pediatric teams the confidence to transition to a more efficient two-dose vaccination schedule.
FluMist Interactive Visual Aid
Traditional sales materials often struggle with vaccine fatigue and dense data, creating friction during time-sensitive provider visits.
Art direction for the "SIMPLIFLU" IVA utilized a modernized UI and intuitive navigation to transform complex supply chain and clinical information into a streamlined digital experience for both reps and HCPs.
GSK Vaccine Pipeline: Campaign and Activation Concepts
Penmenvy Launch
The creative brief for GSK’s MenABCWY combination vaccine focused on translating complex serogroup data into intuitive visual systems. These territories framed 5-in-1 protection as a simplified standard of care, helping clinicians bridge the gap between disparate meningococcal immunization schedules.
Bexsero Activation
This unbranded activation for Meningitis B proposed AR holograms and chatbot technology to simulate direct interactions between healthcare providers and infant patients, humanizing clinical risks through the patient's perspective. The proposal involved a multi-channel effort with integrated social simulations and EHR alerts to transform technical vaccination data into actionable, empathetic dialogue.
Shingrix Deseasonality Campaign
Creative concepting for the Shingrix “Deseasonality” campaign needed to reframe shingles risk as a constant “time of life” rather than a seasonal occurrence. The work utilized diverse conceptual metaphors, and in some cases, humor to decouple vaccination from the fall flu cycle, providing a framework to drive consistent, year-round immunization for adults over 50.
GSK VacciNATION Campaign
The GSK VacciNATION campaign reframed the pharmacist’s role from a service provider to a proactive community protector, leveraging the insight that patients trust local pharmacists like family. This strategic platform was developed into a multi-channel suite of tools and social content designed to drive intentional, year-round conversations for non-seasonal immunizations, utilizing the “Pharma-Family” campaign from this series.
