Translating complex clinical science into engaging visual narratives to drive top-of-mind HCP recommendation across global touchpoints.
NAN · immune imprinting key visual · global HCP
Directed global cross-functional partnerships across strategy, creative and medical teams — pitching and winning new scopes, holding strategic accountability from first proposal through to execution, and driving delivery to a global standard.
Pillar 1Business development & pitch leadershipIdentified expansion opportunities inside Nestlé’s own agenda and led the proposals that secured and widened agency scope across NAN’s key lines: Supreme Pro, OptiPro and NANCARE.
Pillar 2Scientific translation & visual storytellingWorked directly with Nestlé’s global medical brand team to close the gap between clinical evidence and HCP connection, turning complex immune imprinting and protein science into intuitive, highly recognisable visual assets.
Pillar 3Scalable HCP toolkits & asset engineeringLed the design and production of modular, global-ready HCP materials — interactive e-Detail Aids, one-pagers, waiting room posters and leave-behind leaflets — structured for continuous market adoption.
Pillar 4Congress leadership & multi-stakeholder governanceDirected agency delivery for tier-one international medical congresses, managing multi-disciplinary workflows from overarching concept down to booth touchpoints and panel assets.
Positioning NAN as the top-of-mind choice by turning evidence-led nutrition into memorable HCP engagement.
As a global leader in infant nutrition, Nestlé needed to deepen its engagement with healthcare professionals in an increasingly contested landscape. The objective was to lift brand awareness and drive active HCP consideration and recommendation across the core product lines — Supreme Pro, OptiPro and NANCARE — by making scientific breakthroughs clearer, more compelling and more memorable.
Cutting through clinical saturation and aggressive competitive noise.
In HCP communication, messaging is strictly governed by rigorous clinical data, trial results and functional claims. At the same time, strong competitors with well-supported scientific portfolios were actively contesting doctor mindshare across key global markets.
Nestlé’s global medical brand team recognised that while scientific credibility was foundational, data alone was no longer enough to win HCP preference. Busy healthcare professionals needed clear, visually engaging arguments that could cut through information fatigue in a short consultation and on a crowded congress floor.
NAN · ESPGHAN 2025 booth
Translating clinical mechanisms into high-impact visuals, digital toolkits and congress presence.
Working alongside medical writers and the creative team, I managed the development of visual stories that made intricate scientific mechanisms legible at a glance. For Supreme Pro we built an immune imprinting framework to anchor the immunology story; for OptiPro, a premium protein story key visual. Both converted dense clinical claims into intuitive visual metaphors that accelerated clinical comprehension during a brief consultation.
To support regional teams, we translated those visual narratives into a suite of adaptable assets: interactive e-Detail Aids, concise one-pagers, waiting room posters and leave-behind leaflets. The point was consistency — one narrative, held intact across digital detailing and face-to-face channels, in whichever market picked it up next.
For major global medical conventions, we tailored creative deliverables to suit specific event objectives. From shaping the overarching thematic concept to delivering booth visual panels and interactive touchpoints, we helped elevate Nestlé’s congress presence and foster meaningful dialogue with attending physicians.
NAN Supreme Pro · interactive e-Detail Aid
Assets adopted across markets, and a repeatable framework left behind.
Supreme Pro, OptiPro and NANCARE, each with its own science story, built on a shared asset architecture and a single set of design rules.
Tailored creative and booth touchpoints activated across major global medical events, including AAP, ESPGHAN and Nutrition & Growth.
The modular toolkit gave Nestlé’s global field forces a more persuasive narrative to work with, powering ongoing multi-market rollouts across digital e-detailing and field sales. By replacing text-heavy scientific literature with high-impact visual assets, the team helped strengthen brand consideration and doctor recommendation across target markets.
The e-detailing structures, high-impact scientific visual assets and congress design guidelines developed under my strategic direction were adopted into Nestlé’s global medical asset library, establishing a repeatable framework for future brand communications.
Managing end-to-end creative campaign delivery across two major category launches to drive brand premiumisation in China
Share where you are, what’s at stake, and what you’re trying to move.
Write to me → or write directly to nina@xuconseil.fr