Contrave

CHALLENGE: Many people who could benefit from a prescription weight-loss medication feel embarrassed to ask their doctor about CONTRAVE

SOLUTION: Develop a brand strategy that combats the stigma and empowers people to take charge of their health.

MY ROLE:

• Brand Strategy: Created the brand idea "A Healthier, Happier You" – emphasizing that CONTRAVE is about feeling your best and seeking help from a doctor is okay.

• Consumer Journey Mapping: Charted the path from initial awareness to ongoing use, highlighting touch points for education and motivation.

• Consumer Personas: Developed profiles of ideal CONTRAVE users, like the "Busy Mom" juggling work and family who might resort to unhealthy coping mechanisms.

• Welcome Kit Design: Conceptualized and A/B tested welcome kits to celebrate patients' first step toward a healthier lifestyle.

• UX Flowchart: Designed a user experience flow to map out the user journey on the CONTRAVE website.

IMPACT: This comprehensive approach addressed consumer concerns, provided ongoing support, and improved the user experience, potentially increasing medication adherence and overall success rates.