Can you imagine having a door slammed in your face, calls not answered or returned and about 120 seconds to try and sell a drug that only about 5% of the population have a use for? If you answered yes, there is a good chance you are a pharmaceutical rep. As far as the pharma rep-physician relationship goes, there is no relationship. As more and more doctors join healthcare systems with restrictive access policies, fewer marketers are getting in the door. This is how I helped a rep through the door by creating a dynamic digital case study.
PEGASYS
Pegasys
My Role
I was given the challenge to create the user experience for the Pegasys patient case study. The requirement was to engage, intrigue, start a conversation and navigate to related content as intuitively and quickly as possible. I created this application from the beginning to the end product: concept, interaction, wireframes and visual design. This was created for an iPhone and iPad application.
My Process
A salesperson is presenting this content on the device, sometimes while standing or walking. Where possible, I streamlined copy to show key messages and utilize popovers or scrolling for secondary and tertiary messages. The goal for data-heavy charts or graphs was to identify and communicate the key points in the diagram or think about how a salesperson might present the data in a point-by-point manner. Another goal was to reduce the visual complexity of the data and create interactions to display the data. Five navigation sections were created: Patient Presentation, Patient History, Physical Exam, Laboratory Results and Follow-up Visit. This would allow the user to navigate quickly to display relevant information while talking with a doctor.
Patient Presentation
A menu page was added to allow for multiple patients in the future even though the focus would be on Eduardo.
Patient History
I wanted to use an engaging interactive feature to tell Eduardo’s story while adding simple navigation with direct calls to action.
Parallax scrolling allows each item on the screen to be aligned with a variable rate so that all assets move dynamically creating an illusion of depth.
Physical Exam
The user may tap to reveal visual data on the charts, to include a looping animation on the Physical Examination screen.
Laboratory results
The user may drag Pegasys, Telaprevir or Ribavirin over to the outlined shape, once dragged, an animation will spawn binding these three elements together.
Taking advantage of the iPad’s capabilities, this print chart was transformed into a highly engaging data visual. The user is able to scroll through each drug reaction which makes legibility clear with the into-view and out-of-view data.
Follow-up Visit
For the user to easily be able to track the progression of the drug on the patient, I created an interactive calendar. If the user needs to pull up information on a specific week, they can navigate to the appropriate time.
