The New Yorker x Mavenclad: One Patient’s Story Using Mavenclad
EMD Serono and Condé Nast Health
The New Yorker is a publication with a long history that has earned it incredible credibility and brand recognition. So, to tell the story of Mavenclad—a prescription medicine used to treat relapsing forms of multiple sclerosis (MS), to include relapsing-remitting disease and active secondary progressive disease, in adults—EMD Serono worked with Condé Nast Health and The New Yorker Creative Lab on a different kind of story that would appear in The New Yorker.
The companies felt the need to challenge their creative team to come up with a completely new, visually compelling story format that wasn’t as expensive and labor/MLR intensive as custom video, but not as “flat” as traditional patient stories seen across the web. The result was, “One Patient’s Story of Using a Convenient Short-Course Oral Treatment for Patients with Relapsing Forms of Multiple Sclerosis,” an interactive and immersive custom content experience that tells the story of ONE patient’s experience using Mavenclad.
If you click the link (here it is again) you will see the page loads with raindrops that are seemingly dripping down the page into an animated flower pot. The flower pot then reveals an intriguing quote from the Mavenclad talent included in the piece, “I’m enjoying my life, easing back into work and college,” Sagal said, as the 24-year-old urban engineering student described her routine.
From there, the user continues to read uniquely designed, dynamic snippets of content/copy before he/she scrolls to continue the immersive reading and visual experience. As users scroll down through the article, it dynamically changes background colors, typography, infographics, and illustrations—all of which keeps readers engaged and wondering what’s next in the story.