Maxalt eDetail
Client research revealed that Doctors would sometimes dismiss migraines as nothing more than an exaggerated headache. This isn't the case: migraines are debilitating and, as we found, impact 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 pattern 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.