Our client was looking to launch their product treating Disease X in a market that they had yet to expand into – Japan. Given Disease X’s impact on everyday life, and due to the unique social and cultural environment of Japan in comparison to the markets that they had already launched in and were familiar with, they wanted to know of any areas where Disease X was having a significant effect on Japanese consumers in particular to help inform their marketing strategy.
CLIENT
Major pharmaceutical company
(Unnamed for purposes of confidentiality)
AGENCY
Research Partnership
ROLE
Creative Direction, Illustration, Data Visualization
SOFTWARE
Illustrator
Because the data dealt with a linear journey beginning with an initial diagnosis of Disease X through to ongoing management, I opted to use a roadmap-style graphic to represent the journey that patients underwent. This also allowed me to thread in an urban setting to the infographic, which represented the living arrangements of the majority of survey respondents.
Percentages were represented using illustrated doughnut charts, to help reinforce the messaging whilst accurately showing the proportion of respondents affected by that respective effect of Disease X.
Buildings and landmarks typically found in the majority of cities across the world were used to represent different points of the patient’s journey. For example, a car garage was used to represent the point where they are examined and diagnosed, whilst a library was used to illustrate the point where they typically engaged in Information-seeking about their disease.
For the illustrative elements of the infographic, I took inspiration from simple, minimalist street signage and instructional graphics often found in Japan. Additional region-specific visual elements to reinforce that the data was dealing with respondents from Japan only, such as pink sakura trees and a depiction of the Tokyo Tower.
The infographic was provided in both English and Japanese, allowing the client’s stakeholders in both the global strategic departments and in the regional office to use it to help complete their individual objectives.
