Rich Evidence Physician Kit

CLIENT: PFIZER

THE NEED: An innovative way to showcase rich evidence gathered from research methods, to enable empathy from clients during a post-project internalization workshop.

THE SOLUTION: Because the research was conducted with physicians, a mock medical file was created with various components: letters from physicians, patient profiles with physician comments, and an information booklet.

The mock letters were actual responses from physicians around the world imagining they were addressing a colleague about the importance of vaccinations. The full response was laid out like an actual letter and placed in envelopes with stamps of the country flag from which they came.

Patient profiles leveraged fictional patient stimuli used in interviews and the comments were dispersed as either part of the "medical record" or as mock post-it note comments added to the file.

Finally, additional verbatim quotes and photo submissions were laid out in an editorial style information booklet, categorized under broader section headings.