Person holding a tablet displaying The Patient Insider.

Patient Insider Editorial Product

OVERVIEW

A replicable long-form patient-storytelling product for Health Union that fits the desirable illustration-over-stock-photo that Health Union communities are known for — but elevated and unique. We developed a dedicated layout system, created a spot illustration library, and established editorial guidelines to elevate and uniquely define this product.

MY ROLE

Creative Lead

TEAM

Designer/illustrator: Stevie Clark
Creative Direction: Stacey Toseland
Copy: Emily Lux
Company: Health Union

OUTCOME

Sold and replicated more than 10 times over the following years across multiple brands and conditions. Both the content and design teams well received the templated system because it made repeat projects faster and more consistent — when a Patient Insider was sold, the team didn’t have to start from scratch each time.

The Product Won Digital Health Awards (gold and bronze) and PM360’s Masterclass of Storytelling. Became a storytelling product the company could reliably pitch and deliver, anchoring an entire client offering rather than a single campaign.

A whole-page screenshot of the Patient Insider editorial product.
Collection of colorful illustrations representing various health and medical concepts, including charts, anatomy, emotions, and healthcare-related symbols.
A woman with colorful braids crossing her arms, purple background with text about psoriasis awareness and understanding.
Image of a woman with purple hair and glasses, smiling, with graphic doodles around her on an orange background. Text reads: 'Patient Insider. Hi, I'm Tasha. When living with myasthenia gravis, finding balance is key.'
A woman with purple hair and glasses, smiling. The background is purple with a speckled pattern. The text reads: "Patient Insider. Hi, I'm Shelby. Have PMR like me? There's hope."
A woman with long curly hair resting her face on her hand, set against a pink background with abstract shapes and a peace sign. The text reads: 'Patient Insider', 'Oh hey, I'm Toni', and 'PrEP helps me live life on my terms.'
A stylized portrait of a person wearing a beanie and a collared shirt with doodle-like drawings, set against a purple background with hand-drawn hearts and stars. There is text that reads, "Hi, I'm Nathaniel. I'm not surviving - I'm thriving living with HIV," along with a label "Patient Insider."
Illustration of a smiling woman with pink hair and glasses, wearing a pink shirt, with yellow and black line drawings around her head and shoulders, against a purple background with white speckles. Text reads: 'Hi, I'm Sarah. I'm not my MS. I live with MS.'

The goal was a very different look and feel from the community’s typical editorial content.

Illustration of three people with warm expressions, two embracing each other and one holding coffee mugs, on an orange background adorned with scattered heart shapes.
A woman with colorful hair and tattoos standing with arms crossed against a purple background with star-like specks, overlaid with abstract black and yellow lines and white outline.

Early Concept sketches and style exploration

Influencers would post on their social channels to drive engagement and traffic to the Patient Insider.

A graphic featuring a smiling woman with long hair in a blue overlay style, surrounded by doodles and a quote about psoriasis owning a lot of daily decisions, with the logo for health union at the bottom.
A graphic featuring a smiling woman with long hair in a blue overlay style, surrounded by doodles and a quote about psoriasis owning a lot of daily decisions, with the logo for health union at the bottom.
Graphic with a smiling woman with long hair, surrounded by yellow and black doodles, and text that says, "Managing psoriasis can be hard. After 23 years, I've learned a few things."
A promotional graphic with a pink background, white and teal text, and small decorative elements like arrows, stars, and hearts. The main text reads: "Want to feel more in control of psoriasis?" and a teal box says: "Hear real stories from real people." The logo for health union is at the bottom.
Three smartphone screens displaying different pages of a website related to living with myasthenia gravis. The first screen shows a welcome message from Tasha, a patient, with illustrated doodles. The second screen features an illustration of a crying eye and text about emotion regulation. The third screen presents a reading list with articles about self-care and tips for managing myasthenia gravis.