Managing the kidneys, while bringing “HEART” for Bayer’s latest indication and launch to reduce heart failure risks.

The creative challenge centered on building clarity and cohesion across a complex treatment narrative—translating the cardiorenal connection into a visual and verbal system that could resonate across audiences. Foundational to this process were collaborative client workshops, which helped shape strategic direction, align stakeholders, and define how the science should come to life across touchpoints. The work ultimately spanned HCP education, patient-facing materials, and branded environments, unifying clinical data, mechanism of action, and outcomes into a streamlined, approachable experience. Through digital, print, and live channels, the brand established a confident, differentiated presence—grounded in science, but designed to be understood, trusted, and remembered.

Role: Creative Direction, Art Supervision, and Client Lead.

Storyboards, KOL relations, and production logistics were key for online digital downloads and educational video resources. I led working with the broadcast vendors and KOL’s for a smooth day of production, hitting the scripts and shots needed for a sharp post-production and final educational video resource.

Promotional postcards, handouts, and email communications were paired with the live broadcast and online-posted resources.

This educational event brought a level of luxury and social refinement to the ballroom-dressed space. Interactive kiosks were the star of the night—showcasing industry-first video of AI-generated patient videos. The full LED presentation wall made for the most impressive presentation and discussion format.

Every video and broadcast was paired with an educational brochure for further reading and reference for reps.

Role: Creative Direction, Art Supervision, and Client Lead.

Born to Create

info@brettkinkel.com | LinkedIn

info@brettkinkel.com

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