--- title: "Global master eDetailer for physicians — Mirena" description: "Designed the global master eDetailer for Bayer HealthCare's Mirena IUD – 6 tracks and 250+ interactive slides." canonical_url: https://www.blackbook.dk/en/portfolio/mirena-bayer-healthcare/ md_url: https://www.blackbook.dk/en/portfolio/mirena-bayer-healthcare/index.md language: en last_updated: 2026-09-05 --- # Global master eDetailer for physicians — Mirena Designed the global master eDetailer for Bayer HealthCare's Mirena IUD – 6 tracks and 250+ interactive slides. > Alternate (Danish): https://www.blackbook.dk/portfolio/mirena-bayer-healthcare/index.md > Published by: Blackbook — founded by Jeppe Sloth Carlsen (https://www.blackbook.dk/en/about/) > Publisher ID: https://www.blackbook.dk/#organization > Founder ID: https://www.blackbook.dk/#person-jeppe > Delivered at: Anthill Agency (2011–2014) > Topics: Creative Direction, eDetailer, Gamification, Exhibition & Events, Pharma & MedTech, UX & Product Design, Design Systems, eLearning, Data Visualization, Presentations & Sales, Information Architecture, B2B, Brand Activation > Part of: Blackbook — digital design agency, Copenhagen (https://www.blackbook.dk/en/) > Client: Bayer > LLM reference: https://www.blackbook.dk/llms.txt > Full reference: https://www.blackbook.dk/llms-full.txt > Markdown sitemap: https://www.blackbook.dk/sitemap.md > Preferred citation URL: https://www.blackbook.dk/en/portfolio/mirena-bayer-healthcare/ ## Global Master - eDetailer — Mirena Bayer HealthCare Bayer HealthCare wanted a global master eDetailer for the hormonal IUD Mirena, used as contraception for women. The product is marketed globally but to different age groups across different geographic regions. The eDetailer also needed to address physicians with widely varying levels of familiarity with the product. The iPad-based eDetailer consisted of 6 main tracks, comprising over 250 interactive slides in total. Regions could then compile their own presentations and track physician attitudes toward the product. The eDetailer is now used worldwide as Bayer's preferred marketing tool specifically targeting healthcare professionals. ## What the case shows - Image: eDetailer interaction design featuring product information interface for healthcare professional engagement - Image: Interactive slide from pharmaceutical eDetailer displaying product information and serum concentration graphs for healthcare professionals - Image: Brand concept sketches and creative direction for global eDetailer platform featuring modern reception design and interactive interface - Image: Survey interface design showing multiple choice question from Bayer HealthCare's global eDetailer platform for healthcare professionals ## Services used on this case - [Creative Direction](https://www.blackbook.dk/en/services/creative-direction/) - [eDetailer](https://www.blackbook.dk/en/services/edetailer/) - [Gamification](https://www.blackbook.dk/en/services/gamification/) - [Exhibition & Events](https://www.blackbook.dk/en/services/exhibition-events/) - [Pharma & MedTech](https://www.blackbook.dk/en/services/pharma/) - [UX & Product Design](https://www.blackbook.dk/en/services/ux-product-design/) - [Design Systems](https://www.blackbook.dk/en/services/design-systems/) - [eLearning](https://www.blackbook.dk/en/services/e-learning/) - [Data Visualization](https://www.blackbook.dk/en/services/data-visualization/) - [Presentations & Sales](https://www.blackbook.dk/en/services/presentations-sales/) - [Information Architecture](https://www.blackbook.dk/en/services/information-architecture/) - [B2B](https://www.blackbook.dk/en/services/b2b/) - [Brand Activation](https://www.blackbook.dk/en/services/brand-activation/) - [Apps & Products](https://www.blackbook.dk/en/area/apps-products/) ## Facts - Role: AD / Digital Art Director at Anthill Agency (2011–2014) - Client: [Bayer](https://www.bayer.com) ## Related work ### eDetailer and risk calculator — Bayer Xarelto - Designed iPad-based eDetailers and personalised portals with risk calculators for iOS and Android for Bayer's blockbuster product Xarelto. [Xarelto — Global web portal](https://www.blackbook.dk/en/portfolio/bayer-healthcare/) ### Convention Toolbox iPad Software — Bayer - UX and design of iPad software for Bayer Healthcare – ePanels, HTML5 presentations and iPads at exhibition stands, plus Buzzer quizzes at congresses. [Convention Toolbox — Servicedesign](https://www.blackbook.dk/en/portfolio/bayer/) ### EULAR conference website — Eli Lilly - Responsive conference site for EULAR on behalf of Eli Lilly – three sections with articles, quizzes and interviews, supported by banners and magazine ads. [Eli Lilly — Conference website](https://www.blackbook.dk/en/portfolio/lilly-eular-2016/) ### Fertility clinic learning tool — Merck Serono - Designed an interactive online visualisation tool for training physicians and nurses at fertility clinics for Merck Serono. [Merck Serono — eLearning](https://www.blackbook.dk/en/portfolio/merck-serono/) ## About Blackbook Blackbook is a Copenhagen digital agency blending creativity and technology across UX, branding, websites and eCommerce. Areas of expertise: - [Apps & Products](https://www.blackbook.dk/en/area/apps-products/index.md) - [Brand & Campaigns](https://www.blackbook.dk/en/area/brand-campaigns/index.md) - [Websites & eCommerce](https://www.blackbook.dk/en/area/websites-ecommerce/index.md) Key figures: - 250+ Digital projects - 150+ Clients - 15+ Fortune 500 - 5+ Top 100 Brands - 25+ Years experience ## Site [Home](https://www.blackbook.dk/en/index.md) [Portfolio](https://www.blackbook.dk/en/portfolio/index.md) [About](https://www.blackbook.dk/en/about/index.md) [Services](https://www.blackbook.dk/en/services/index.md) [Experience](https://www.blackbook.dk/en/experience/index.md) [Recognition](https://www.blackbook.dk/en/awards/index.md) [Contact](https://www.blackbook.dk/en/contact/index.md) [CV](https://www.blackbook.dk/en/cv/index.md) [Journal](https://www.blackbook.dk/en/journal/index.md) Blackbook · Jerichausgade 7 · 1777 Copenhagen · (+45) 31 10 79 13 · [jeppe@blackbook.dk](mailto:jeppe@blackbook.dk)