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AstraZeneca: Tezspire
Copywriting·UI/UX Design
Project Scope
When it comes to healthcare communication, especially in highly specialized therapeutic areas, clarity, credibility, and scientific precision are non-negotiable. In 2023, AstraZeneca entrusted The King Working with the responsibility of translating the clinical positioning of Tezspire — a breakthrough treatment for severe asthma — into a powerful Visual Aid for medical sales representatives.
Tezspire (tezepelumab) is a novel biologic that targets TSLP, a key driver of airway inflammation, offering a differentiated treatment approach for a wide patient profile. Communicating such a complex mechanism of action and positioning it effectively within the asthma treatment landscape demanded a balance between medical rigor and impactful visual storytelling.
The mission of The King Working was to design a Visual Aid tool that would equip AstraZeneca’s field force with content that is not only scientifically accurate but also visually engaging, easy to navigate, and tailored to real-life conversations with healthcare professionals (HCPs). The outcome was a sophisticated, modular presentation that elevated the Tezspire brand in the eyes of prescribers — reinforcing AstraZeneca’s leadership in respiratory innovation.
Strategic Design Execution: Scientific Messaging Meets Visual Intelligence
he project began with a deep-dive into Tezspire’s clinical data, competitive differentiation, and the communication objectives outlined by AstraZeneca’s medical and marketing teams. The King Working collaborated closely with internal stakeholders, brand managers, and MSLs to define the narrative structure and prioritize the key scientific claims to be conveyed.
Our design approach was grounded in three pillars:
Clarity of Information: We broke down complex mechanisms, such as the TSLP pathway, into digestible visual formats including medical illustrations, flowcharts, and iconography
Message Hierarchy: The Visual Aid was structured for flexible use, allowing reps to adapt their storytelling depending on the physician’s level of expertise or patient profile.
Visual Cohesion: All pages were designed under AstraZeneca’s global brand guidelines, with consistent typography, color palette, and data visualization, ensuring alignment with international standards and compliance protocols.
The final deliverable was a highly polished, multi-slide PDF and interactive presentation that could be used both in printed format and on tablets. It included mode of action visuals, patient segmentation guidance, pivotal study outcomes, real-world data insights, safety and efficacy summaries, and objection-handling prompts — all designed to support dynamic, credible, and personalized conversations with specialists.
We also provided localized adaptations for LATAM markets, adjusting language, clinical references, and visuals to match local medical regulations and expectations.
The power of science, told through design — how we helped AstraZeneca bring Tezspire to life for doctors.
Conclusion
The Visual Aid developed for Tezspire by AstraZeneca was more than a sales tool — it became a strategic asset in the hands of the field team. With a clear, credible, and compelling narrative, reps were better equipped to engage physicians, reinforce clinical confidence, and position Tezspire as a leading choice in severe asthma care.
- mproved physician understanding of Tezspire’s mechanism and clinical differentiation
- Increased rep confidence and engagement during detailing sessions
- Positive internal feedback from medical and brand teams
- Visual Aid now used as a benchmark for future respiratory launches within AstraZeneca LATAM
- Alignment with global compliance and medical standards without compromising creativity
This project showcases The King Working’s expertise in healthcare communication, especially in bridging science and creativity to deliver tools that truly support HCP engagement and clinical decision-making.
