Lundbeck’s medical affairs team wanted an HCP-targeted (healthcare-professional) infographic to support a campaign around earlier and more accurate identification of bipolar disorder — particularly cases initially mis-diagnosed as unipolar depression. The piece had to work in CME-accredited contexts (continuing medical education), at congresses, and in detail-aid use by Lundbeck’s own field teams.
We built a two-act structure. Act one quantified the under-diagnosis problem (proportion of bipolar patients initially mis-diagnosed, average years to correct diagnosis, clinical consequences of delay). Act two showed the diagnostic pathway improvements — specifically, the use of validated screening tools and the questions that distinguish bipolar from unipolar presentations. All claims were source-cited to peer-reviewed literature, which was non-negotiable for a regulated-industry piece.
What worked editorially
- Visual restraint — pharma audiences are sceptical of “designed” looking communications. The piece read as clinical-poster aesthetic, not as marketing.
- Source citations on every statistic — required for ABPI/PMCPA compliance and for credibility with HCP readers.
- Translation-ready layout — Lundbeck’s regional teams needed the piece to work in 12+ languages without re-design, so text containers were sized with expansion room.
If you’re commissioning similar work today
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