The Patient Navigation Guide — an educational reference for the people who help patients through complex cancer care systems. Built by Kepler in collaboration with the Roche team, tailored to target HCP personas worldwide, and carried from first storyboard to final referenced page.
Patient navigation is an evidence-based, patient-centred intervention — helping people overcome barriers in fragmented health systems so diagnosis and treatment come on time. Roche needed a global educational guide that equips the navigators, and the teams around them, to do that work well.
A global audience, one job to do: make it easier for the clinicians who use it.
Before a single page was designed, the whole guide existed as a storyboard — so structure, narrative and audience fit were agreed before craft began.
Four disciplines carried the project:
The full guide 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 guide — designed in Roche's visual language, structured for teams who need answers fast.
Storyboarded the full guide — structure and narrative agreed before design began
↗Studied all the segments and tailored the content to the target HCP personas worldwide
↗Designed the guide 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 guide was agreed as a narrative before it was crafted as pages. Nothing decorative survived — every spread earns its place in the reader's path from question to answer.
A global audience isn't one audience. Content was tailored to the target HCP personas — clinical and non-clinical navigators, and the teams around them — wherever in the world they work.
Part of the work was ours, part was the Roche team's — and the guide is better for it. Medical accuracy and audience insight moved in both directions throughout.