Challenge
Cutting through the overwhelm.
For patients, a medical diagnosis can be daunting, especially in today’s pressured healthcare systems where consultation times are short and critical treatment information often gets lost.
The German multinational pharmaceutical and biotechnology company, Bayer, wanted to change that. Taking into account different knowledge levels at patient side, language gaps and age differences, the challenge was to simplify and humanize the diagnosis journey on every level.
Enter Made.
Impact
From patient empathy to empowerment.
Together with a wide variety of patients and clinicians, we co-created a clear, easy-to-understand communication toolkit that meets all the requirements of both patient and medic.
At the heart of the toolkit are phygital cards that help patients grasp how to live with a certain treatment. Designed with insights from behavioral psychology, the cards use positive language, empathetic framing, and illustrations to motivate and empower patients, bridging the gap between clinical messaging and everyday life.
The outcome: a patient-centered pathway that transforms complex, overwhelming information into something simple, human, and actionable.
Approach
Co-design with patients, for patients.
We started by mapping the existing patient communication pathway and defining key personas. Then, working with Bayer, we turned gut-feel assumptions into structured panel interviews with patients and clinicians to validate what really mattered.
From there, we co-created ideas, visually prototyped communication concepts, and used them to spark discussion and refine the best solutions.
By continuously testing, validating, and iterating with all stakeholders, we arrived at a communication journey that is both medically sound and emotionally resonant.
