Marketing to primary care physicians requires a rigorously data-driven approach, where clinical claims, validated outcomes, and A/B-tested messaging consistently outperform purely conceptual creative. For the AirSense 11 launch, I approached the work not as a series of individual deliverables, but as a connected design system aligned to business goals, user needs, and performance insights.
>> Scroll to the end to view the full case study.
>> Scroll to the end to view the full case study.
Launch Landing Page / Physician and HCP Audience
Emails / Physician and HCP Audience
Physician Brochure / Physician and HCP Audience
Digital Ad / Physician and HCP Audience
Poster for Clinicians and HME Offices / Patient Audience
Brochure / Patient Audience
Client: ResMed
Role: Lead print and digital designer
Team: Designer, web developer. print vendor, copywriter, product marketing manager, marketing email analytics,
Tools: Adobe XD, Adobe Photoshop, Adobe InDesign, Adobe Illustrator, Adobe Acrobat
Audience: Both Physicians and patients
Role: Lead print and digital designer
Team: Designer, web developer. print vendor, copywriter, product marketing manager, marketing email analytics,
Tools: Adobe XD, Adobe Photoshop, Adobe InDesign, Adobe Illustrator, Adobe Acrobat
Audience: Both Physicians and patients
CASE STUDY: AirSense 11 Integrated Launch Campaign
The launch of the AirSense 11 required a highly strategic, data-driven approach to effectively engage primary care physicians (PCPs) an audience that prioritizes clinical evidence, efficiency, and clarity.
Rather than approaching the work as a series of disconnected deliverables, I led the design as a scalable, cross-channel system—aligning business goals, user needs, and performance insights to drive measurable impact across both print and digital touchpoints.
The Challenge
• Engage data-driven healthcare providers who rely on clinical validation over marketing language
• Deliver 50+ campaign assets across multiple channels and audiences
• Maintain consistency and quality at scale under tight timelines
• Support both B2B (physicians, sales teams) and B2C (patients) communication needs
• Ensure regulatory and clinical accuracy across all materials
• Enable localization for North American markets
• Engage data-driven healthcare providers who rely on clinical validation over marketing language
• Deliver 50+ campaign assets across multiple channels and audiences
• Maintain consistency and quality at scale under tight timelines
• Support both B2B (physicians, sales teams) and B2C (patients) communication needs
• Ensure regulatory and clinical accuracy across all materials
• Enable localization for North American markets
Strategic Approach
Marketing to PCPs demands more than strong visuals, it requires evidence-based communication systems.
I began by facilitating cross-functional alignment with:
• Copy and content teams
• Art direction and digital partners
• Project managers and key stakeholders
Marketing to PCPs demands more than strong visuals, it requires evidence-based communication systems.
I began by facilitating cross-functional alignment with:
• Copy and content teams
• Art direction and digital partners
• Project managers and key stakeholders
Together, we defined a strategy grounded in:
• Performance data and prior campaign learnings
• A/B-tested messaging frameworks
• Clear prioritization of claims, facts, and clinical outcomes
• Performance data and prior campaign learnings
• A/B-tested messaging frameworks
• Clear prioritization of claims, facts, and clinical outcomes
From this foundation, I developed a modular design system that ensured consistency while allowing flexibility across 80+ tactics and multiple channels.
Design System & Execution
Web Experience
I led the design of two core digital experiences:
• A physician-focused campaign page designed for quick comprehension and engagement
• A product detail page structured around clinical evidence and feature clarity
I led the design of two core digital experiences:
• A physician-focused campaign page designed for quick comprehension and engagement
• A product detail page structured around clinical evidence and feature clarity
Both experiences prioritized:
• Clear information hierarchy
• Scannable layouts for time-constrained users
• Seamless navigation between educational and product content
• Clear information hierarchy
• Scannable layouts for time-constrained users
• Seamless navigation between educational and product content
Email & Digital Campaigns
The campaign included:
• External marketing emails
• Internal launch communications
• Sales enablement emails via Seismic
• Digital ads across the ResMed Online Store and third-party publications
The campaign included:
• External marketing emails
• Internal launch communications
• Sales enablement emails via Seismic
• Digital ads across the ResMed Online Store and third-party publications
Each asset was designed within a unified system to ensure:
• Message consistency
• Visual cohesion
• Performance optimization across platforms
• Message consistency
• Visual cohesion
• Performance optimization across platforms
Print & Sales Enablement
Print materials played a critical role in supporting real-world physician–patient interactions.
I led the design of:
• Care provider guides (CPG)
• Patient brochures
• Sell sheets
• Trade show and internal event posters
Print materials played a critical role in supporting real-world physician–patient interactions.
I led the design of:
• Care provider guides (CPG)
• Patient brochures
• Sell sheets
• Trade show and internal event posters
Key contributions included:
• Clinical clarity: Structured layouts to highlight key data points and product benefits for rapid understanding
• Human-centered design: Balanced technical information with approachable visuals to support patient conversations
• System scalability: Created modular templates to streamline production and updates
• Production readiness: Ensured all assets met print specifications and quality standards for distribution
• Clinical clarity: Structured layouts to highlight key data points and product benefits for rapid understanding
• Human-centered design: Balanced technical information with approachable visuals to support patient conversations
• System scalability: Created modular templates to streamline production and updates
• Production readiness: Ensured all assets met print specifications and quality standards for distribution
Sales teams were supported with both printed materials and downloadable PDFs, enabling flexibility across in-person and digital interactions.
Localization & Scalability
To support broader market reach, I implemented a system designed for efficient localization, producing translated assets in:
• Spanish
• French
To support broader market reach, I implemented a system designed for efficient localization, producing translated assets in:
• Spanish
• French
This enabled seamless deployment across Canada and Mexico, while maintaining design integrity and compliance.
Operational Complexity
• Managing 80+ deliverables across multiple channels
• Aligning cross-functional teams with different priorities
• Designing within regulatory constraints
• Maintaining speed without sacrificing quality
• Ensuring consistency across print and digital ecosystems
• Managing 80+ deliverables across multiple channels
• Aligning cross-functional teams with different priorities
• Designing within regulatory constraints
• Maintaining speed without sacrificing quality
• Ensuring consistency across print and digital ecosystems
By establishing clear systems and design principles early, I reduced inefficiencies and enabled faster, more cohesive execution.
Impact
• Delivered a fully integrated, multi-channel launch on time
• Increased engagement with physician audiences through clearer, data-driven communication
• Improved usability of print materials in clinical settings
• Enabled scalable asset production through modular design systems
• Strengthened alignment between marketing, sales, and clinical teams
• Delivered a fully integrated, multi-channel launch on time
• Increased engagement with physician audiences through clearer, data-driven communication
• Improved usability of print materials in clinical settings
• Enabled scalable asset production through modular design systems
• Strengthened alignment between marketing, sales, and clinical teams
Key Takeaway
This project demonstrates my ability to lead design at scale within complex healthcare environments, balancing business objectives, clinical credibility, and human-centered communication.
This project demonstrates my ability to lead design at scale within complex healthcare environments, balancing business objectives, clinical credibility, and human-centered communication.
By approaching the launch as a unified system rather than a collection of assets, I created a cohesive experience that supported both marketing performance and better decision-making at the point of care.
