Summary

As the Creative Lead for the INREBIC website revamp, the campaign was a strategic digital modernization initiative that successfully translated complex brand identity into a highly accessible, consumer-centric experience. This project served as a benchmark for the broader Bristol Myers Squibb (BMS) digital strategy, delivering tangible improvements in user engagement and brand perception while aligning with crucial data governance objectives.

Moved beyond a purely clinical data presentation to integrate authentic patient stories and experiences while achieving a unified and seamless user experience across desktop and mobile platforms, integrating a user-centric design approach. The revamped site led to enhanced patient and HCP engagement with an estimated 18% lift in content interaction rates.