Senior freelance copywriter
Maxalt eDetail
Doctors would sometimes dismiss migraines as an exaggerated headache experienced by the patient. This isn't the case: migraines are debilitating and, as we found, have an impact on a country's GDP. As Britain's GDP is a source of NHS funding, we used an economic argument and a powerful visual analogy to change minds.
The animated, pulsing ball of ‘scribble’ represents the visual 'aura' that people often report during a migraine. The ball grew to dominate the screen before unravelling to reveal the title.
The eDetail was interactive, making use of multiple-choice questions, charts, graphs and micro copy. This was a great way to challenge opinions and accepted wisdom without patronising doctors.
Colour was used sparingly. In fact, this was one of the biggest victories as the grey patterned background originally resembled a jumble sale of tie-dye t-shirts from Grateful Dead concerts. Not the best look for a migraine treatment. As doctors progressed, lighter colours indicated progress and linked to the main brand.