At least seven out of ten individuals in the United States (over 200 million people) have been prescribed medication. And at least half of them aren’t taking it as directed. According to the US Center for Disease Control and Prevention, 125,000 Americans die every year from not taking medication correctly. Nonadherence has been shown to cost $100 billion each year in excess hospitalizations alone. Overall, nonadherence (along with suboptimal prescribing, administration, and diagnosis) costs as much as $290 billion per year. The current model and infrastructure for delivering medication can’t support population needs, and chronic diseases and their associated costs are rising.
I was assigned the task of assuming design leadership and collaborating with cross functional teams (marketing, board execs, UX researchers, designers, product owners, developers, regulatory, clinical, quality, and legal) to achieve the following:
· Develop marketing materials to communicate the value of Proteus Discover® clearly and accurately to all audiences.
· Make it easier for healthcare professionals to use the product and integrate it with their own systems.
· Make it quicker and easier to onboard patients.
· Convey the benefits of digital medicines via evidence from clinical trials.
My team and I held workshops with sales, UX and product teams to get a sense of which product attributes were most aligned with perceived value. We tested different messaging and value propositions with patients and healthcare professionals, to understand which resonated the most. I developed a content strategy based on content that can live anywhere, not only in specific channels, and a communication plan tied to product releases and health system expansion plans. I created a new image library, organising photo-shoots to capture real life scenarios featuring patients, spouses, doctors, pharmacists and nurses. We created a series of video explainers to communicate how digital medicines are made and how Proteus Discover® works. I streamlined the corporate site fixing usability issues and adding analytics. We also created a responsive patient website to register patients and explain Proteus Discover® to them, saving time in the onboarding process and reducing the amount of printed materials required to get them set up.