Supporting MS Patients Through Thoughtful Packaging

Objective

Biogen is known for delivering breakthrough therapies, but ensuring the correct use of these treatments is just as critical as their development. In the re-launch of a treatment for Multiple Sclerosis (MS), it became clear that the support materials provided to both healthcare professionals and patients could significantly influence both product understanding and uptake.

The treatment, offered only to eligible patients, comes at a time when many are experiencing severe MS symptoms—ranging from pain, spasms, and vision problems to numbness and limited dexterity. These symptoms can make traditional information packs hard to manage or even inaccessible.

Biogen’s objective was to ensure that the patient support materials were not only informative but truly user-friendly—taking into account the unique challenges faced by people living with MS and positioning the pack as superior to competing products.

Solution

Flourish developed and produced 1,000 custom-designed patient packs, built specifically for usability by people with reduced dexterity or sensory challenges.

Key design features included:

• A soft yet durable PU outer, easy to grip and wipe clean
• A wrist handle, helping users who struggle to hold items securely
• A zipper closure with pull-tab handle to simplify opening and ensure materials remained safely inside
• Inserted pockets instead of ring binders, which can be difficult for those with arthritis or hand weakness
• Credit card–shaped USBs that were easy to handle and access, each containing videos and important information
• The ability to update or distribute packs as needed across clinics and support networks

The result was a sleek, professional, and empathetically designed piece that met both medical and emotional needs.

Outcomes

• Following the initial production run, demand grew quickly—prompting Biogen to produce an additional 2,500 packs. The positive reception of the pack from healthcare professionals and patients alike contributed significantly to product uptake.
  • Sales targets were not only met but exceeded, with Australia achieving the most successful uptake of this product globally, relative to its MS population
  • Feedback confirmed that the ease of use and patient-first design played a key role in adoption
  • The pack is now seen as a benchmark for how tangible materials can reinforce confidence and clarity in complex healthcare journeys

This campaign perfectly captured the Flourish Factor—transforming a nostalgic idea into a high-impact branded moment. With fast turnaround, clever sourcing, and a sense of fun, Flourish delivered not just a hat, but a standout memory that helped drive serious commercial results.