C3G and IgAN Kidney Disease
The challenge was to create a patient-facing tool that not only helped individuals recognize and acknowledge anxious feelings tied to their diagnosis and disease progression but also offered tangible strategies for managing them.
I developed copy that addressed the unique life stages and social pressures faced by younger C3G patients—such as navigating school, friendships, and first jobs—while also giving space to caregivers who often carry the weight of explaining and supporting their child’s progressive condition.
For IgAN, I crafted messaging around the “slow-burn” anxiety tied to long-term planning, from starting a family to career transitions.
Across both conditions, I wove in scenarios like receiving lab results, meeting with nephrologists, or social challenges with diet, reframing anxiety not as a weakness but as a potential source of advocacy and connection.
Working closely with my manager, Tanya V., I elevated the content to a level that felt empathetic, specific to the disease space, and strategically aligned with Novartis’ goal of being seen as a trusted partner in the patient journey.
Mechanism of Disease
We were tasked to develop a patient-friendly illustrated infographic, a static visual that helps PwPNH understand the mechanism of the disease (MOD).
The infographic will be placed on the DSE patient website to support broader disease education efforts to help patients easily understand the mechanism of the complement system in the pathogenesis of PNH by highlighting the shortcomings of C5, which only addresses IVH and incompletely for some to demonstrate the need for greater complement control to manage both IVH and unaddressed EVH via new targeted therapies.
