Project 04
IPG Health ・Novartis ・ 2023
Entresto® · sacubitril/valsartan · NPS
How do you keep the cost from stopping treatment?
Heart failure patients navigating Medicare are already carrying a heavy load. The coverage gap, open enrollment windows, Part D phases, the fear that cost might force them off treatment. My job was to write a standalone microsite that would give them a reason to keep going at the moment they were most likely to give up.
The brief: A “start here” guide for ENTRESTO® Medicare patients. Plain language. Clear paths. No overwhelm.
§01 · The brief
Write for the patient who might quit.
The audience
Medicare patients 65+, already managing rising costs from hospitalization and treatment. Committed at diagnosis — but motivation fades over time.
The Brief:
A “start here” guide for ENTRESTO® Medicare coverage. Plain language. Clear paths. No overwhelm.
The Brief:
Feeling fine isn’t the same as being well. A symptom-free patient who stops to save money is still at risk. The brief was blunt: stopping can’t be an option.
§01.01 · The emotional stakes
Patients are “hot and cold”. They are committed right after diagnosis, but motivation fades. The moment they face Medicare coverage complexity is the exact moment they’re most likely to get cold.
The copy had to be warm enough to keep them moving forward, and accurate enough to survive regulatory review.
§02 · The Challenge
The scariest page on any medical website is the one about cost.
What the brief came down to
§02.01 · The number
99%
Of people with Medicare pay the lowest branded co-pay for ENTRESTO®.
Source · ENTRESTO Medicare coverage data, 2023
§03 · The Work
Start with
one question.
The microsite opened with a single decision point: which type of insurance coverage do you have? Medicare or commercial/private. One question. Two paths. Every patient got to the content that was right for their situation without having to parse the whole system first.
Entry Point
Which type of insurance coverage do you have?
Path A
I have Medicare
or
Path B
I have commercial or private insurance
§04 · The Deliverable
Three things the copy had to
do at once.
Translate one of the most complex systems in American healthcare. Keep a frightened patient moving forward. And survive regulatory review without losing the warmth that made the site worth visiting.
01
Clarity over completeness.
The copy couldn’t explain everything about Medicare at once. It had to explain the right things in the relevant order. Each section was built around one question a patient would actually ask.
From the site
“Find out what each refill will cost in as little as 5 minutes.”
02
Empathy before information.
The brief flagged that learning about Medicare coverage can feel like bad news. The copy had to acknowledge the weight of the moment before it delivered the resources.
From the site
“Your ENTRESTO® may be covered by Medicare and more.”
03
Accurate, Annotated, Approved.
The site went through FUSE, Validation, and Functional/OPDP review.
From the brief
“Write to a second-grade reading level to ensure all patients comprehend the information.”
§05 · The deliverable
Three pages.
One clear path.
ENTRESTO Medicare Coverage · Medicare Resources · Medicare Plans and UpdateS
Launched September 2023. Built for the patient who was one confusing page away from giving up on their medication.