We set out to uncover the complexities of the healthcare professional (HCP) mindset and bring clarity to key therapeutic areas—neurology, cardiology, rare disease, diabetes, and oncology. Our focus was on revealing the motivations and thought processes of these highly specialized physician populations, giving us a deeper understanding of what truly drives their decisions.

To communicate this nuanced, data-driven approach, I chose a hand-drawn illustrative style that reflected the intricate nature of our insights. The illustrations allowed us to visually represent the therapeutic areas in a personal, organic way—each stroke symbolizing the depth of the data we gathered. While the information was vast and complex, the hand-drawn approach conveyed that there’s always a deeper, human story hidden between the lines.

Central to this campaign was our Mindset Engine—an internal tool that aggregates data from 7,000 HCPs across 30 specialties. This gave us the unique ability to decode the distinct motivational styles and behavioral patterns of physicians, from cardiologists to breast cancer oncologists, providing a much clearer picture of what influences their decisions. Through the lens of behavioral science, we were able to uncover the nuances of their mindsets that traditional market data could never reveal.

By combining this powerful data with illustrative storytelling, we created a campaign that not only showcased the complexity of HCPs but also highlighted the precision of our insights. See Between the Lines wasn’t just about telling the story of physicians—it was about visually unveiling the layers of understanding beneath the surface. It became a dynamic fusion of art, science, data, and human behavior, all working together to reveal the true story behind every decision.

This innovative approach didn't go unnoticed, and See Between the Lines went on to win multiple awards, recognized for its creative excellence, data-driven storytelling, and unique ability to blend behavioral science with compelling visual design.