Client: Genentech
Agency: DevicePharm
– Art Direction, Design

This series of direct mailers was created to influence physicians to refer their patients to a medical oncologist for pre-operative PERJETA + Herceptin® (trastuzumab)-based therapy for HER2+ breast cancer. Designed to start with a positive message introduction, this piece continued the story as it unfolded to its final form resembling the “+” sign and emphasizing the PERJETA + therapy and its positive impact while leaving the physician with a lasting impression and clear call to action.

The second series was sent as a 3-part follow-up reminder to once again refer patients to a medical oncologist for PERJETA + Herceptin. Complete with an attached prescription notepad, clips, and pointed post-it notes these made a memorable impression and a clear point.