The Breast Cancer MDT Playbook — an educational reference for the multidisciplinary teams that run breast cancer care. Built by Kepler in collaboration with the Roche team, tailored to target HCP personas worldwide, and carried from first storyboard to final referenced page.
Modern breast cancer care runs through multidisciplinary teams — surgeons, oncologists, radiologists, pathologists, nurses — and how well that team functions shapes the care a patient receives. Roche needed an educational playbook that helps those teams establish, standardise and run functional MDTs.
A global audience, one job to do: make it easier for the clinicians who use it.
Before a single page was designed, the whole playbook existed as a storyboard — so structure, narrative and audience fit were agreed before craft began.
Four disciplines carried the project:
The full playbook mapped as a narrative before design — every section with a purpose.
All audience segments studied, and the content tailored to the target HCP personas worldwide.
Content written and rephrased by medical writers until it read clean for a clinical audience.
Claims tied to their sources — education that stands up to a specialist reader.
A collaboration in the true sense — part Kepler, part Roche, one team.
Selected spreads from the delivered playbook — designed in Roche's visual language, structured for clinicians who need answers fast.
Storyboarded the full playbook — structure and narrative agreed before design began
↗Studied all the segments and tailored the content to the target HCP personas worldwide
↗Designed the playbook page by page in the client's visual identity
↗Wrote the medical content, then rephrased it until it read clean for a clinical audience
↗Referenced the clinical content throughout
↗Worked as one team with Roche — their part and ours, in continuous collaboration
↗The playbook was agreed as a narrative before it was crafted as pages. Nothing decorative survived — every spread earns its place in the clinician's reading path.
A global audience isn't one audience. Content was tailored to the target HCP personas — the roles, pressures and questions of the people inside an MDT — wherever in the world they practise.
Part of the work was ours, part was the Roche team's — and the playbook is better for it. Medical accuracy and audience insight moved in both directions throughout.