RACHEL CORY

June 04, 2022

One Liver To Love

A website designed for patients diagnosed with liver cancer 

Overview

One Liver to Love is an educational website designed to provide resources and support services to patients diagnosed with liver cancer. The site offers tips on how to live healthy with the disease as well as links to advocacy groups and other organizations to guide patients on their journey.

This project was a collaborative effort between Harrison and Star, the agency where I worked, and my client Eisai, along with patient advocacy groups Blue Faery and the Global Liver Institute (GLI).

See the Site

MY ROLE

SENIOR ACCOUNT EXECUTIVE

SERVICES

UX/UI
WEB DESIGN
COPYWRITING
ACCOUNT MANAGEMENT
PROJECT MANAGEMENT

INDUSTRY

B2B

Healthcare

DURATION

12 Months

PLATFORMS

Hive

Veeva

Adobe Photoshop

Figma

Adobe Acrobat Reader

MY ROLE

SENIOR ACCOUNT EXECUTIVE

SERVICES

UX/UI
WEB DESIGN
COPYWRITING
ACCOUNT MANAGEMENT
PROJECT MANAGEMENT

INDUSTRY

B2B

Healthcare

DURATION

12 Months

PLATFORMS

Hive

Veeva

Adobe Photoshop

Figma

Adobe Acrobat Reader

MY ROLE

SENIOR ACCOUNT EXECUTIVE

SERVICES

UX/UI
WEB DESIGN
COPYWRITING
ACCOUNT MANAGEMENT
PROJECT MANAGEMENT

INDUSTRY

B2B

Healthcare

DURATION

12 Months

PLATFORMS

Hive

Veeva

Adobe Photoshop

Figma

Adobe Acrobat Reader

Problem

Patients with liver cancer often face significant challenges in accessing reliable, understandable, and supportive educational resources after diagnoses. Existing information can feel overwhelming, intimidating, and are often not user-friendly, leading to gaps in patient knowledge and support. There is a critical need for a comprehensive online platform that not only provides accurate information but also presents it in an engaging, accessible, and empathetic manner.

My Role

As the Senior Account Executive, I acted as the primary liaison between clients, patient advocacy groups, and my internal team of designers and copywriters at Harrison and Star.

Below are the key areas of my contribution:

Project Brief Creation

Developed and presented a detailed project brief to all stakeholders to ensure alignment on the project vision. The brief contained the site’s primary objectives, target audience, key messages, project process, timeline, budget, and final deliverables.

Project Management

  • Timeline Management: Ensured that all project milestones were met on schedule, coordinating with all teams to address any potential delays.

  • Budget Adherence: Monitored project expenses and agency hours.

Creative Development

  • Sitemap and Wireframe: Collaborated with UX designer to develop the sitemap and wireframe options, making the final decisions to establish a logical structure and intuitive navigation

  • Manuscript Development: Worked with copywriters on the manuscript and oversaw the fact-checking process with medical editors

  • Art and Layout Design: Partnered with the art team on the layout design, determining the brand colors and logo design. Made the final decision on all elements prior to stakeholder presentations

  • Animation Strategy: Guided the development of character animations with Taylor James. These characters, portrayed as adults in their 50s and 60s, were designed to resonate with our target audience so they could easily see themselves in the group. Each character was shown engaging in healthy activities, emphasizing the message, “What’s good for you is good for your liver.”

Cross-Departmental Coordination

  • Clients and Advocacy Groups: Maintained weekly updates and facilitated meetings with stakeholders to present key project components
 
  • Designers, Copywriters, and Editors:  Lead brainstorming sessions and managed revisions to meet client and legal specifications.
 
  • Third-Party Developers (Taylor James): Coordinated the development and integration of character animations.
 
  • Legal Reviewers: Submitted the website for legal review and worked closely with the internal team to apply necessary revisions based on legal feedback.

Results

The One Liver to Love website was successfully launched on June 4th, 2022. The use of animated characters and interactive elements received positive feedback for making the information more digestible and less intimidating.

  • Within the first six months, the website attracted over 40,000 unique visitors.
  • The average session duration was 4 minutes, indicating strong engagement with the content.
  • User feedback surveys showed that 85% of visitors found the website helpful and easy to navigate
  • The integration of organizations on the cancer support tab led to a 40% increase in patient outreach and support group sign-ups.
  • The website’s resources were shared across social media platforms, significantly expanding its reach and impact.