How EVERSANA INTOUCH combines AI and human empathy to transform life sciences with artful ingenuity and powerful storytelling.

In healthcare communications, creativity isn’t a luxury — it’s a necessity. Chris Valleskey champions this idea every day as VP of Creative Technology at EVERSANA INTOUCH.

Part of EVERSANA, a leading independent provider of global services to the life sciences industry, delivering integrated solutions rooted in the patient experience that span all stages of the product life cycle, EVERSANA INTOUCH creates compelling content for healthcare professionals and patients. Valleskey’s team plays a pivotal role in this mission, ensuring ideas are brought to life using the latest technology while maintaining medical accuracy, legal compliance and creativity that helps patients and healthcare professionals connect with treatments and therapies.

In 2023, EVERSANA INTOUCH added Adobe Firefly to its creative toolset. Now a cornerstone of the agency’s workflow, Firefly transforms how ideas are sparked, refined and delivered. Integration with Adobe Creative Cloud tools like Photoshop, Illustrator and InDesign helps its creatives move from inspiration to execution in record time.

“Adobe Firefly allows us to take a blank slate and turn it into creative concepts and ideas at a scale never before possible,” says Valleskey.

Why creativity matters more than ever in healthcare.

In an industry where content often begins with dense clinical data or prescribing information, creativity is what turns information into connection.

“Our job is to simplify complexity,” says Valleskey. “Whether it’s a patient navigating a new diagnosis or a doctor evaluating a new therapy, they need stories that inform and move them.”

Creative teams at EVERSANA INTOUCH take raw clinical study data — each data point a window into someone’s struggle, strength or hope for healing — and turn them into visual narratives that engage, educate and motivate. And as the demand for high-impact, high-volume content grows, Firefly has become an essential tool in helping increase the speed, flexibility and scalability of this type of storytelling.

Meet Chromey: a friendly face for a complex topic.

EVERSANA INTOUCH is exploring innovative ways to use Firefly for strategic storytelling. One example is Chromey, a cheerful blue character that Valleskey created entirely in Firefly to help children understand gene therapy.

After iterating the design for Chromey, he trained Firefly Custom Models on image variations. Next, he asked Firefly to generate Chromey in a variety of settings: walking with family, skateboarding, playing on a slide or sitting in a doctor’s office. Not only do the generated images all include Chromey, but the colors, backgrounds and other figures match the friendly, cartoony style Valleskey used to train the fine-tuned Firefly generative AI models.

“With Adobe Firefly Custom Models, now we can make anything,” says Valleskey. “It boosts our speed, allowing us to quickly experiment and create different environments and settings while persisting a common element like Chromey across an evolving set of brand experiences.”

While not yet in market, Chromey has drawn interest for use in educational content. It's a glimpse into how AI can help to create approachable, empathetic content in a highly technical domain.

AI-powered creativity at scale.

With Firefly, the agency can rapidly explore dozens of creative directions during the ideation phase, accelerating the process of finding the right subjects and visual language for each campaign. What once required time-intensive sketching and manual rendering is now visualized in minutes, enabling more dynamic collaboration and client engagement.

Using Firefly in combination with Photoshop, creatives produce storyboards with a high degree of polish early in the process. These storyboards give EVERSANA INTOUCH’s clients a vivid preview of the vision and help them feel more confident and invested in the creative direction for marketing campaigns the agency develops for their businesses.

“In the room with marketing, medical and regulatory clients, we have used Firefly to make edits and get approvals on the spot that previously could have taken several weeks of follow-ups and revisions,” says Valleskey.

These approved storyboards then get passed back through Firefly as structure references when concepting the high-quality outputs that will go to market, enabling precise control over the placement of subjects with respect to safety information on screen and driving deeper personalization opportunities.

Real results: 20% gains and greater creative freedom.

EVERSANA INTOUCH is realizing significant benefits from AI across its creative workflows. On average, teams see approximately 20% savings in both time and cost. For specific use cases, like developing a web module, the agency has gone from producing one creative asset iteration to four in the same amount of time. This allows its creatives to test and learn from more variations, ultimately improving the quality of their ideas.

Even with these results, Valleskey is quick to point out that technology doesn’t replace the human touch — it enhances it. “AI can generate content, but there’s no human soul in it,” he says. “The creative spark that all of us have here is what takes an idea and dials it up to 11. That’s what we care about.”

The agency has only scratched the surface of what’s possible with Firefly. Valleskey is helping to create Firefly Custom Models in collaboration with in-house medical experts to show medically accurate depictions of disease states, such as different presentations of skin conditions. These models could also be used to create general medical imagery, such as graphics of red blood cells or biological processes within the body.

Operationalizing AI with purpose and transparency.

Valleskey and his teams are also integrating Adobe Firefly Services and other APIs with Adobe Workfront to build fully automated content creation workflows that match the speed and scale of modern healthcare marketing. For example, when producing assets for a social media campaign, the agency can pair auto-generated variations of approved messaging with Firefly-generated imagery, all tailored to specific formats and dimensions.

These innovations not only enhance creative efficiency, but also strengthen client trust in how EVERSANA INTOUCH is deploying AI. “Adobe is a truly awesome partner,” says Valleskey. “The indemnification Firefly offers, with the AI models trained on licensed materials, makes it easier for us to go back to our clients and explain how we’re using AI in a safe and responsible way for their brands.”

This confidence is unlocking new possibilities across the agency’s work. With Firefly and Adobe’s broader technology ecosystem at its side, EVERSANA INTOUCH is creating a future where scientific storytelling feels more personal, powerful and possible than ever before.

Learn more about EVERSANA INTOUCH’s approach to generative AI on the Adobe Blog.