BROADENING THE HCP PERSEPCTIVE
The Challenge:
Many HCPs unintentionally disengage when patients express strong emotions, shifting almost entirely to clinical data. For people living with infectious diseases, particularly those associated with sexual stigma, this dynamic can intensify feelings of embarrassment, isolation, or fear of disclosure. In routine check-ups, emotional or psychosocial concerns are often overlooked if lab results appear stable. Our challenge was to close this disconnect between patient lived experience and the clinical conversations meant to support their whole health.
The Solution:
We addressed this disconnect by re-centering on the lived experiences HCPs often miss. We featured a more culturally diverse group of patients whose stories reflected the real emotional and practical barriers they face. Presented in authentic personal settings, each story helped bring humanity back into clinical discussions and ended with a simple call to action: ask patients if a long-acting injectable could support their goals. The result was a more open, patient-centered approach to treatment decisions.
Core campaign art and message
5 unique patient stories focusing on different cultures, backgrounds and challenges
(Sample) Patient Challenges - Miranda's Story
(Sample) Expert Perspectives - Marvin
The Messaging Ecosystem
We built a flexible, multi-channel campaign designed to meet audiences where they are...
Leave-behinds
In-office
YouTube
Field-rep iPad experience (Veeva)
Website
Our Execution Included
• Targeted sub-campaigns across TikTok, Facebook, and LinkedIn
• YouTube series featuring infectious-disease experts
• Sermo posts to spark peer-to-peer clinical conversations
• A centralized website hub housing all program materials
• Data-driven infographics that simplify complex findings
• E-details that empower field reps in their daily calls
• Custom in-office tools to support patient education
• Leave-behinds tailored for office staff
• Promotional assets for key industry publications
• New digital tools that help reps communicate more effectively with HCPs
The Outcome
Data shows a substantial growth in demand, uptake, and patient choice during 2025.
- Strong U.S. commercial momentum: In Q3 2025, a 48% growth was registered, driven by strong patient demand and a 75% acceleration in U.S. product switches from competitors.
- Significant share of long-acting treatment growth in the U.S.: We were the leading factor in long-acting injectable HIV-treatment uptake, making up ~55% of long-acting portfolio growth in key markets including the U.S.
- High patient acceptance and uptake in U.S. real-world settings: Recent U.S. observational data (2024–2025) show sustained virological suppression and high satisfaction for patients on Cab, supporting its rapid adoption among people living with HIV.
- Demonstrated preference over daily pills among U.S. patients: In the 2025 Study, 89% of U.S. treatment-naïve participants offered the choice switched from daily oral therapy to Cab — showing clear patient-driven demand in the U.S. market.
My responsibility:
As Vice President, Associate Creative Director, I led the end-to-end creative development across every touchpoint. My role included:
• Shaping the creative platform by developing each patient story with my copy partner and defining the visual language for all five Brand Ambassadors; grounded in interviews, client priorities, and the emotional angles most likely to resonate.
• Driving alignment and quality by steering cross-functional teams through efficient internal and external review cycles, and managing creative vendors to uphold standards and timelines.
• Guiding clients confidently through feedback and production constraints; translating needs into actionable direction, navigating technical and budget realities, and recommending smart, ethical use of AI where it added value.
• Partnering daily across the organization: Project Management, Strategy, UX, Medical, Copy, Account, Development, and vendor teams—to ensure the creative vision and execution stayed consistent, cohesive, and high-impact.
Role: Vice President, Assoc. Creative Director (Art) Client: ViiV Healthcare
BRIANMALINCHAK@GMAIL.COM