Andrew McClellan

Novartis needed a tool to help their sales team explain the benefits of their drugs to physicians. In partnership with my London colleagues, we created an application to educate physicians on a drug’s rate of efficacy and safety concerns – as well as a custom physician input feature enabling them to gauge their practice’s patients potential progress.

The Gilenya and Lucentis sales apps were mobile solutions that helped Novartis’ sales team explain the benefits of the drugs to physicians using clinical trial data and real world data. With the ability to compare the benefits of the drugs to other competitor drugs, with specific data from their practice, the application became an instant success. The apps were adapted for 11 different countries, and developed for 7 different languages.

This project became the springboard for what I began to describe as creative integration. In quantitatively validating the value creative can bring to developing new business and promoting organic growth, I traveled to UK, Switzerland, NY, and Kansas City to initiate creative integration throughout my agency, connecting offices and teams to creative capabilities where skills and access didn’t exist.

This experience sparked an interest in the role of creative and design in business. I became a ‘student of innovation’, grabbing every HBR Press book on innovation, design, design thinking and creativity I could find – and to the dismay of many, I’m happy to share and discuss my findings!

Team

Andrew McClellan
| Executive Creative Director

Andy Schwartz
| Technical Director

Will McHenry
| Art Director and Developer

Fady Sadeq
| Developer

Melanie Taube
| Designer

Robert Hanvick
| Executive Account Director

Marc Southern
| Account Director

Julie Masters
| Account Executive

Victoria Lyon
| Account Executive