Using the power of a new design system to launch Abrysvo under an exceptionally tight timeline.
With FDA approval coming just in time for RSV season, Abrysvo needed an online resource for its audience to access information and locate nearby vaccination sites. Using the newly created Pfizer design system, Abrysvo.com was live in less than 3 months from kick off. This accelerated schedule made communication amongst brand, development, legal and design paramount.
Both adults over the age of 65 and pregnant women can protect themselves with Abrysvo. However, each audience has specific circumstances and motivations. The design system flexed to successfully address both groups.
Vaccine location searches were 10% above projected in the first two months. As the key destination, the vaccine finder used large CTAs with friendly, rounded corners and useful results. Users can filter locations by pharmacy or physician to find the right location for them.
The Pfizer navigation component gives both audiences equal prominence and easy location. A globally available link to the vaccine finder ensures anyone is one click away from finding a location near them.
The older adults page used muted colors, larger text and more white space to improve legibility for more mature eyes.
The maternal campaign imagery enforced Pfizer brand recognition and saw a 5% increase in site visits after social, radio and display ads launched. The design system effectively showcased the campaign and maintained messaging hierarchy.