Deep Insight Newsletter

The ask

Bayer’s medical team needed an internal-comms newsletter to share key findings on Finerenone — a third-generation non-steroidal MRA being studied for chronic kidney disease and type-2 diabetes.

The audience: cross-functional colleagues, not all clinicians. The challenge: take five top papers and ten months of research, and make a single page that someone could scan in a minute and walk away informed.

Layout strategy

A structured grid organizes the newsletter into clean tiers — top metrics, the three pillars (Efficacy, Safety, Cost-Effectiveness), then a content row of paper summaries. The eye knows where to land first; the rest invites only when the reader’s ready.

I used consistent typography and spacing scales across blocks so a long page never feels long. Subtle gradients and circular graphics suggest insight and continuity without competing with the data.

Visual direction

• Brand color anchor. Bayer’s signature blues and pinks lead; everything else recedes.
• Geometric icons. Simple, almost diagrammatic. They support information; they don’t decorate it.
• Soft accents. Light gradients and circular forms reinforce the editorial calm — important in a context where the content itself is heavy.

Process notes

Most of the four-day timeline went into talking. Daily reviews with the Medical China team, scope alignment with brand guidelines, and a careful read of every claim to make sure visualization didn’t misrepresent the underlying data.