Lauren M. Bell
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CAPVAXIVE (HCP)

Brilliant Coverage

A bold new approach to adult pneumococcal vaccines demands a bold new campaign: the “Brilliant Coverage” HCP campaign for CAPVAXIVE™. Featuring a diverse range of adult patients covered in bold, branded light, it’s designed to symbolize the brilliant pneumococcal disease coverage of CAPVAXIVE™—and make a splash for the brand during this critical vaccine launch. 

Note: The following work has been created for CAPVAXIVE™ Global. It features magenta variable text to be updated by local markets (e.g., Merck Canada, Merck Japan, etc).

 

Sizzle Video

This long-form sizzle video was used to launch the “Brilliant Coverage” campaign to MSD affiliates around the world.

 
“Chills. This video will generate the global buy-in we need to make this campaign and launch a huge success. ”
— Whitney Sogol, Global Marketing Director at Merck
 
 

Campaign Video

The HCP Campaign Video tells the full CAPVAXIVE™ story in ~60 seconds—from the unmet need and IPD coverage to unique serotypes and dosing. 

 
 
 
 

Infographic Video

This short, 35-second video asset presents the single most important part of the CAPVAXIVE™ story: our disease coverage. Local markets can use the Infographic Video on their HCP websites; in congress videos, banner ads, social media posts, and digital sales aids; or as a standalone element  

 

Interactive Visual Aid (iVA)

Used by reps during HCP detail, this clickable PDF introduces CAPVAXIVE™ through compelling messaging, beautiful design, and engaging interactivity. The example below is the global master. We have updated this for countless local markets (Austria, Spain, Germany, Denmark, Italy, the Netherlands) in accordance with their local IPD epidemiology, health authority guidance, and national regulations.

 
 

Click the thumbnail to download and explore

 
 
 

And much, much more!

Working on CAPVAXIVE since 2023, I have contributed to countless projects for the branded HCP campaign. Below are some of these less portfolio-worthy (but still important!) initiatives:

  • Market research

  • Message development & architecture

  • Objection handlers

  • Implementation guides

  • Pharmacy tactics (sales aids, leave behinds, e-learning modules)

  • Banner ads

  • Emails

 
 
 

CREDITS:

Chief Creative Officer: Allison Ceraso

Executive Creative Directors: Howard Lenn, Alex Cho

Creative Directors: Lauren Bell (me), Doug Parrish