Case study 04 of 06
APOKYN
Healthcare email asks a lot of a single message. These APOKYN emails carry education, patient stories, video, program support and complete safety information, in that order, without losing the reader.
- Brand
- APOKYN
- Industry
- Pharmaceutical / Healthcare
- Discipline
- Responsive healthcare email development
- Scope
- Long-form education and program emails
Overview
These emails speak to people living with Parkinson's disease and their care partners. Each one leads with a single topic, such as ON time, OFF episodes or whether APOKYN might be right for them, then moves through supporting modules to the full safety information at the end.
The challenge is hierarchy. The reader needs a clear headline and next step near the top, safety information that is visible early rather than buried, and pages of required copy that stay legible all the way down.
Technical scope
Complex content hierarchy
Hero, topic modules, an early safety block, a patient quote, a video module, the Circle of Care program, resource tiles and the full safety information, stacked in a fixed order across every email.
Medical and legal content
Approved copy, trademarks and safety language are carried through exactly as written. Layout changes never alter wording, order or emphasis.
Mixed media
Photography, icon-led stat modules, a linked video thumbnail and a product shot sit alongside long passages of live text.
Program messaging
The Beyond Mentor Program confirmation is a short transactional email that shares brand cues with the long-form education series.
The emails
Shown complete, safety information included. Select any email to read it at full length and zoom in.
Maximizing your ON time
Long-form education email: stat modules, an early safety block, a patient story, video, program support and the complete safety information.
Here's what you need to know about OFF episodes
Explains OFF episodes with illustrated lists before handing off to the same safety, story and support modules.
Consider APOKYN
Product-consideration email built from icon benefit modules, a product shot and the shared safety and video modules.
Beyond Mentor Program confirmation
Transactional confirmation for the Beyond Mentor Program: a short, personalized message with next steps.
Reading a long-form email from top to bottom
Maximizing your ON time, shown complete. Scroll alongside the notes, or open it in the viewer to zoom.
- 01
Topic and hero
One headline, one photograph and a short introduction set the subject before anything else.
- 02
Early safety block
Important safety information appears high in the email, with a pointer to the complete version below.
- 03
Story and support
A patient quote, the Real Patients. Real Stories. video module and the Circle of Care program give the reader somewhere to go next.
- 04
Complete safety information
The full text runs at the end in a consistent, readable style, followed by the support phone number and legal footer.
Maximizing your ON time
Up close
Lead with one idea
The opening screen is a headline, a short introduction and a bordered module of icon-led points. Everything below supports this one topic.
Excerpt. Select it to zoom; the complete email is shown above.
Safety before story
Required safety information sits above the patient quote and video, with a pointer to the full text further down. It is styled to be read, not hidden.
Excerpt. Select it to zoom; the complete email is shown above.
Icons that carry structure
Three icon modules break the benefits into scannable units that stack predictably on small screens.
Excerpt. Select it to zoom; the complete email is shown above.
Technical considerations
Email compatibility
Long emails with many modules are where client quirks compound, so spacing and module order have to hold in clients with limited CSS support.
Accessibility
Pages of required copy have to stay readable for every audience, which comes down to type size, line length, spacing and contrast in the safety information.
Consistent branding
Shared colors, button styles and module patterns make three different topics feel like one series.
Technologies and capabilities
- Responsive HTML/CSS email
- Long-form content hierarchy
- Safety information handling
- Accessibility
- Cross-client QA
- Modular templates
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