CLIENT: SANOFI
BRAND: MULTAQ, Digital Assistant
I led this initiative from concept to completion as the first phase of a two-part digital ecosystem. This stage delivers foundational education and support for patients and caregivers about Multaq and living with AFib, introducing Adele, a digital assistant who answers questions and guides users through the basics. The experience is strategically designed to encourage enrollment into the full patient program, where participants gain access to a robust portal with tailored resources, interactive tools, and ongoing engagement—ensuring continuous support throughout their treatment journey.
Meet Adele
The first Digital Human in the Pharmaceutical industry to serve up engaging content informed with a behavioral science approach to help support and guide the patient and caregivers who are looking for more information on Atrial Fibrillation and Multaq.
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Building a Persona
The model was built specifically for the brand. The target audience of people 50 and older had requested someone of their own age, someone who had experience either having had or supported someone with AFib.
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The Initial Build
After a few rounds of testing with a live group of caregivers of and patients with AFib, we landed on a photoshop montage of what we felt the model should look like and the type of features it should have, as well as the tone and approach of her voice, in order to effectively be able to deliver content with a behavioral change approach.
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3D Model
We partnered with a third party vendor to execute on the model. From the color of her eyes to the soft folds of her aging skin, the model was exactly what the target audience was looking for.