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Exeltis: A Decisão é Sua
Business Intelligence·Copywriting·Strategy & Planning
Project Scope
In the pharmaceutical and women’s health sectors, effective communication needs to go beyond product promotion — it must resonate with people’s lives and decisions. That was the strategic premise behind “The Choice Is Yours”, a national campaign launched by Exeltis to promote awareness and autonomy in contraceptive choices.
To support this initiative, The King Working was chosen to develop a robust Visual Aid that would serve as both an educational and persuasive tool for healthcare professionals (HCPs). The mission was clear: to build a storytelling-driven, evidence-based presentation that supported Exeltis’ positioning in gynecology and empowered doctors to guide women in choosing the right contraceptive method for their lifestyle and needs.
This was not just a detailing tool — it was a key touchpoint in a broader brand narrative about freedom, personalization, and responsibility in reproductive health.
Plan of Action: From Scientific Strategy to Visual Impact
The King Working began the project with a strategic workshop involving Exeltis’ product, medical, and marketing teams. The goal was to align on core messages, define the medical claims to highlight, and understand how HCPs typically approach contraceptive counseling. This collaboration shaped the structure, flow, and tone of the Visual Aid.
We structured the Visual Aid around the central theme of empowered decision-making, using clean visuals, iconography, and comparison frameworks to help physicians present contraceptive options clearly and objectively. The material included:
- A lifestyle-based segmentation of patient profiles
- A comparative matrix of contraceptive methods, benefits, and contraindications
- Scientific explanations simplified into educational illustrations
- Supportive data from clinical studies and international guidelines
- Messaging that reinforced the physician’s role as a partner in informed decision-making
When science meets empowerment: a Visual Aid that turned contraceptive counseling into a conversation about freedom and informed choice.
All elements were designed under the strict compliance and branding guidelines of Exeltis, ensuring that medical accuracy was preserved while the tone remained accessible and human.
The format was developed for digital presentation and in-person use, with modular slides allowing adaptability for different types of consultations and physician profiles. This flexibility ensured that sales reps could customize their approach depending on the physician’s specialty, experience, or patient base.
Additionally, we ensured alignment with Brazilian regulatory standards, incorporating all legal disclaimers, data references, and medical validation required by ANVISA and Exeltis’ legal team.
Conclusion & Results
The “The Choice Is Yours” Visual Aid was a critical success factor in supporting Exeltis’ sales strategy and positioning in women’s health. By providing a tool that combined scientific rigor with emotional intelligence, The King Working helped medical representatives facilitate more meaningful conversations about reproductive health — grounded in trust, clarity, and choice.
Key outcomes:
- Strengthened brand perception of Exeltis in gynecology and contraception
- Increased physician engagement during medical detailing
- Positive feedback from sales reps on usability and flexibility
- Elevated the campaign “A Decisão é Sua” as a benchmark in patient-centered communication
- Reinforced the value of shared decision-making in clinical consultations
This case demonstrates The King Working’s ability to connect science and empathy, designing tools that support both clinical excellence and human connection in the healthcare industry.