Equipping patients, doctors, and caregivers with the communication tools to advocate, inform, engage, prescribe, and build trust across the launch of Dupixent for moderate-to-severe atopic dermatitis and moderate-to-severe asthma.
The Goal
Ensure that from initiation to delivery, patients, doctors, and caregivers had the right communication tools to advocate, inform, engage, prescribe, and build trust across the launch of Dupixent for moderate-to-severe atopic dermatitis and moderate-to-severe asthma.
In a regulated, high-stakes healthcare context, that meant communications grounded in real human behavior — clear enough to inform, credible enough to earn trust, and consistent across every audience and touchpoint.
Research & Insights
Partnering with marketing, behavioral scientists, and data scientists, my team ran a wide range of consumer-insight and UX methods to inform the content and experience design behind every communication.
How I worked
Collaborate
Partnered with marketing, behavioral scientists, and data scientists across every phase of the launch.
Research
Ran consumer-insight and UX methods — from interviews and behavioral assessments to ethnography — to ground every decision.
Inform Design
Translated insights into content and UX design for doctor discussion guides, websites, and CRM streams.
Build Trust
Delivered clear, credible communications that helped patients, caregivers, and doctors engage with confidence.
What we built
Research and insights shaped the content and UX design across a connected set of communications spanning patients, caregivers, and healthcare providers.
Doctor discussion guides
Tools to help physicians and patients have clearer, more confident conversations about treatment.
Websites
Patient- and caregiver-facing experiences — including the award-winning Asthma Insider — designed to inform and engage.
CRM streams
Multiple nurture journeys carrying consistent, trustworthy messaging across the patient and provider lifecycle.
Dupixent MyWay — patient support program overview
Asthma Insider
Persistent asthma deserves persistent care.
A patient-facing experience that meets people where they are — grounded in personas developed from real patient insights, which shaped distinct content journeys tailored to where each person was in their asthma care. Relatable, illustrated storytelling paired with practical, self-guided tools helped those living with persistent asthma understand their condition and stay engaged in their day-to-day care.
Recognized with Gold for Consumer Website at the 2018 PM360 Pharma Choice Awards — for Sanofi Genzyme and Regeneron.
Agency: MicroMass Communications, Inc. ↗
Programs that continue to evolve and win accolades.
Moderate-to-severe atopic dermatitis and asthma.
Consumer Website winner for Asthma Insider.
Marketing Awards finalist for Dupixent consumer pieces.
“Dove is one of the best managers I have ever had. She is a strong, strategic leader who is also compassionate and empathetic to her team’s needs. Dove and I worked together at Micromass Communications for three years, during which she successfully led many initiatives, increased the team’s productivity and processes, and fostered a positive work environment.”
“She always supported the professional development of her direct reports and recognized our achievements. She was not only a colleague, but a mentor who helped me grow in my career. I highly recommend Dove for any leadership position, as she would be an asset to any organization.”