Brand Strategy : Johnson & Johnson

Project Overview

Over an 8-month period, as part of a core team of six, I spearheaded the strategic brand development and execution of the Xarelto Patient Support Program. The initiative was designed to enhance patient experience and support through two key work streams: Behavior Change and Brand Engagement.
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• Brand Engagement Strategist | Team of Six | 8 Months
• Services: UX Research | Brand Strategy
• Industry: Pharmaceuticals | Consumer Health

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Pain Point

Patients managing Afib faced challenges with treatment adherence, understanding dosing, and accessing consistent support, while existing patient programs often lacked cohesive, multi-channel engagement.

Process

Over eight months, led a core team of six to define and execute a strategic brand framework for the Xarelto Patient Support Program. Conducted ecosystem and competitive analyses, administered expert questionnaires, and mapped patient touchpoints across CarePath, JanssenSelect, and Xarelto Complete. Identified gaps in education, emotional support, cost assistance, and adherence tools. Developed behavior change strategies and unified brand messaging to enhance patient engagement, integrate ecosystem components, and streamline patient experiences across channels.

Outcome

Created a cohesive, patient-centric support program that clarified dosing protocols, strengthened emotional and educational support, and improved access to resources. Insights from the project informed future content strategies, optimized communication across channels, and positioned Xarelto to increase patient adherence, satisfaction, and overall outcomes.

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