UCB Rare

Omnicom Group / Targetbase · Client: UCB Rare

A Personal GPS for the Myasthenia Gravis Journey.

Pitching and authoring the foundational narrative framework for an unbranded, un-siloed patient and caregiver wellness hub under strict healthcare regulatory oversight.

Client

UCB Rare / UCB Pharma

Role & Focus

Concept Pitch Lead, Brand Storyteller & Senior Copywriter

Deliverables

Pitch Framework, End-to-End Website Copy, Dual-Path Journey Architecture, Doctor Discussion Guides

01. The Challenge: Humanizing an Unpredictable Condition

Myasthenia Gravis (MG) is a rare, unpredictable autoimmune disease where neuromuscular signals misfire, leading to sudden physical fatigue, mobility issues, and fluctuating daily symptoms. Traditional healthcare portals addressing rare conditions frequently alienate users by speaking exclusively in cold pathology definitions and clinical jargon. UCB Rare wanted to solve this by creating an unbranded digital hub that treats patients and their support networks as whole human beings; providing practical, everyday tools for nutrition, wellness, and doctor communication.

MG Connections Platform Landing Page — MG Connections Platform: The central digital experience bridging clinical knowledge with empathetic lifestyle tools. *(Click to view full size)*

02. The Concept: Turn-by-Turn GPS for the Care Roadmap

Living with a chronic condition is rarely static. It’s an ongoing journey of navigation, symptom management, and adaptation. I built the central campaign concept around that lived reality: MG Connections as a personalized GPS for the MG roadmap.

This transit framework directly shaped the UI architecture, allowing the platform to fork dynamically into tailored pathways at the very top of the experience:

Dual-Track Entry: Living with MG vs. Helping Someone Living with MG: The UI instantly splits into two clear roads—empowering patients to “drive the conversation with your doctor” while providing dedicated resources for caregivers to “help you support someone living with MG.”

MG Connections Dual Track Architecture - Patient and Caregiver Pathways — Dual-Track Navigation: Visual route split directing patients and caregivers to tailored support tools. *(Click to view full size)*

03. The Execution: Turning Roadmaps Into Actionable Tools

Writing within strict Medical, Legal, and Regulatory (MLR) guardrails meant finding ways to make healthcare guidance actionable rather than passive. We extended the transit roadmap metaphor directly into interactive tools, downloadable guides, and multimedia storytelling:

Interactive Road Maps for Clinical Appointments: Framing patient-provider communication through structured workbooks like “Road Map: Take an Active Role in Decision Making,” helping patients set daily adaptation goals and prep honest questions so their care plan fits their real life.

MG Connections - Road Map: Take an Active Role in Decision Making — Actionable Roadmaps: Interactive workbooks helping patients guide clinical conversations with their care team. *(Click to view full size)*

Community Storytelling & Video Hubs: Grounding the platform in authentic human empathy (“The MG journey is stronger when we travel together ),” integrating peer stories, inspirational video libraries, and ongoing emotional support.

MG Connections Community Storytelling and Video Inspiration Modules — Community Ecosystem: Shared peer stories and multimedia hubs reinforcing that no one travels the MG road alone. *(Click to view full size)*

04. The Impact

An Empowering, Scalable Healthcare Ecosystem

Delivered an end-to-end digital platform (mgconnections.com) that moves beyond cold pathology to meet the lived emotional and physical realities of the MG community, proving that regulated healthcare copy can be deeply human, structured, and empowering.

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