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User Experience Definition - Online Adherence Program (Asthma/COPD Treatment)
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User Experience Definition - Online Adherence Program (Asthma/COPD Treatment)

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This document presents an adherence program to help patients comply with an asthma/COPD drug treatment. It defines through diagrams, sketches and descriptions the various components of the digital ...

This document presents an adherence program to help patients comply with an asthma/COPD drug treatment. It defines through diagrams, sketches and descriptions the various components of the digital engagement: online tools, mobile companion, and online social involvement.

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User Experience Definition - Online Adherence Program (Asthma/COPD Treatment) User Experience Definition - Online Adherence Program (Asthma/COPD Treatment) Presentation Transcript

  • Online Adherence Program – Asthma/COPD Treatment User Experience Concept Prepared by Marco Gervasio
  • Objectives
    • ABC Drug is a medication prescribed for Asthma and Chronic obstructive pulmonary disease ( COPD ).
    • We are currently the market-leader for treatment of both.
    • Studies show that most patients are not taking their prescriptions as prescribed (twice daily).
    Background
    • When patients adhere to the prescribed dosage, the frequency of exacerbations can be greatly reduced which can ultimately improve overall health .
    • By increasing the number of annual prescriptions filled, GSK’s revenue from ABC Drug will increase correspondingly.
    Opportunity
      • Expand leadership in COPD
      • Maintain leadership in Asthma
      • Double patient adherence rate
      • Educate patients on the benefits of daily care for their lungs
      • Engage patients in a long-term adherence program that promotes taking ABC Drug twice a day and reminds patients to pick-up their refills
    Objectives Strategies
  • The Challenge
    • Asthma and COPD combined, our target audience faces many barriers. They have many personal reasons for not following the treatment, from denial to confusion:
    Barriers to Adherence Worry Inconvenience Dependency Forgetful Costly Lack direction Denial Confusion Think they know better
    • How do we get them from Point A to B?
    Overcoming the Barriers A. What they currently believe: B. What we want them to believe “ My condition is fine. I know what’s best for me.” “ Caring for my lungs everyday means I get to live a healthier, higher-quality of life”
    • The purpose of the Breathe Program is to break down barriers and communicate to ABC Drug users that taking their medication daily could lead to a higher quality of life.
    • With a focus on possibilities, not limitations – people, not patients – this digital journey is all about confidence , motivation and empowerment .
    • The online experience will inform, inspire, enable and engage users to regain control of their lives. Get better and stronger over time.
    • And live life to the fullest.
    The Message
    • Breathe Program means:
    • Full Lungs, Full Life
    • Get started!
    The Message
  • Experience Anatomy
    • The digital experience will help increase adherence in 2 distinct acts:
      • First Act - Reassurance
      • We need to address key barriers up front (myths, lack of understanding, and negative outlook) as well as remind of the key benefits or promise (prevention = no more worries, stronger lungs over time)
      • Second Act - Motivation
      • We must help the user prove to him or herself that ABC Drug can impact their lives positively and that it is easy to stick to it (taking control versus being a victim).
    Experience Anatomy
    • These 2 acts translate into 2 experience stages. We call them “sparks”, inspired from the notion of enlightenment.
    Experience Anatomy
      • Spark 1
      • An interactive showcase addressing the key barriers through informative and inspiring capsules, leading to a useful diagnostic quiz profiling the user’s compliance
      • Spark 2
      • The participative portion of the program (or challenge), encouraging the user to give ABC Drug a more solid try through an engaging and enabling set of tools and activities
    • We believe that the very first spark can elevate adherence simply because it addresses the key barriers and will immediately help reassure the user (while making them have a better perspective towards using ABC Drug more regularly).
    Experience Anatomy 1 2
    • The second spark represents a higher level of engagement and will provide proof and long term motivation . This part of the digital initiative can help elevate even more the adherence curve and help sustain it.
    Experience Anatomy 1 2
    • The “sparks” helped identify key pillars for the overall digital experience, including passive and active ingredients.
    Experience Anatomy Inspire Enable Inform Engage
      • PASSIVE
      • ACTIVE
    • Although the pillars complement one another throughout the digital journey, the sparks tend to fall into specific sides of a involvement axis
    Experience Anatomy Inspire Enable Inform Engage 1 2
      • INTERACTIVE SHOWCASE
      • Short term involvement
      • Reassurance
      • THE ADVAIR CHALLENGE
      • Long term involvement
      • Motivation
    • The sparks not only represent 2 key stages of experience but form an overall funnel of engagement. The more the user progresses through each stages, the more involved he/she becomes with the program and the brand.
    Experience Anatomy User Journey Time Involvement Adherence
    • The funnel is sequential but does not dictate a linear experience per se. Below we have positioned the key components of the experience:
    Experience Anatomy Welcome Introduction Interactive Showcase Addressing barriers, presenting benefits How’s Your Breathing? Diagnostic / Tips / Newsletter The ABC Drug Breathe Challenge Plan / Tools The ABC Drug Breathe Challenge Trial / Track / Cheer The ABC Drug Breathe Challenge Mentorship Time / Involvement / Adherence
  • Storyboards
  • Getting to the site
  • Interactive showcase Launching the immersive and interactive module
  • Interactive showcase Stories, demos, facts, and inspiration
  • The Breathe Challenge First, the diagnostic quiz Stay in touch
  • The Breathe Challenge Get on the challenge! Here’s your plan
  • The Breathe Challenge Companion app Support from role models Donations: another reason to participate
  • STORYBOARDS Descriptions & Flows
  • Interactive showcase
    • ANIMATED PIECES AND PERSONAL NARRATIVES address the key barriers (denial, inconvenience, stigma, dependency, etc.) and explain how regular, daily use of ABC Drug can positively contribute to a fuller life.
    • The idea here is to make a clear connection between this regular, daily use of ABC Drug and positive aspects of life such as achievement, accomplishment and activity.
    • To encourage users to explore the participative portion of the site, beginning with a short diagnostic quiz, one of the interactive elements will invite them to take the ABC Drug Challenge.
    • Links to other sections of the site will also be featured in the animation:
      • Info on living with asthma/COPD
      • Seasonal content (articles and success stories/testimonials)
      • How-to guides
      • FAQs
    • The MONTHLY EMAILS will also be prominently featured, and users will be encouraged to sign up to receive valuable product information and tips/advice on how to breathe better.
  • The Breathe Challenge At its most basic level, the participative portion of the site features a short DIAGNOSTIC TEST (How Well Are You Breathing?) , the results of which provide a portrait of the user’s condition and recommendations on ways to improve it (focus on possibilities, not the condition).   Recommendations include subscribing to the MONTHLY EMAILS and taking the Challenge – an online initiative designed to encourage users to try using ABC Drug twice daily so they can feel the difference and really appreciate how regular use can positively impact their lives.   In using a Challenge approach, we are able to package the trial in a way that engages, motivates and supports users in their quest to breathe better.   When a user completes the diagnostic test, he/she receives a PERSONAL PLAN to follow over a set period of time; this forms the basis of the Challenge. Users who take the Challenge can use various tools to stay on track:
  • The Breathe Challenge
    • A MOBILE/DESKTOP APP that would enable them to:
      • Consult their personal plan
      • Receive coach’s notes and support from a coach or buddies
      • Track their progress and see participant/overall stats
      • Access seasonal content
      • Set daily reminders to take ABC Drug
    •  
    • Access to a ‘live’ progress tracker of Challenge activities, success stories, completion rates, location of participants, etc. Idea is to create a sort of COMMUNITY where users can see how many other users are taking the challenge and how they’re doing via stats, charts, ‘live’ updates, etc., and hopefully get inspired by their success. Ideally, this section would include a social component, something that enables users to get actively involved in encouraging each other and realizing that they’re not alone.
    •  
    • A BETTER BREATHING COACH who understands the life of an asthma/COPD sufferer and can provide users with encouragement and moral support as they complete the Challenge. Coaches are essentially ABC Drug brand evangelists, real people who have achieved a fuller life through regular, daily use of ABC Drug; they recognize the importance of compliance and want to champion the Full Lungs, Full Life message. Coaches put a human face on the potential for success with ABC Drug, and add personality to the information that is being delivered to users throughout the Challenge.
    •  
    • A SUPPORT/DONATION section where users can receive further motivation to succeed in the Challenge by means of donations to the Canadian Lung Association. Donations would be based on participation: when a user registers for or completes the challenge, achieves a personal milestone, encourages another participant, etc. Users could also create and buy personalized ‘skins’ for their ABC Drug diskus, proceeds of which would be donated. Donations could also extend to social networks (e.g. anytime someone tweets with the hashtag #justbreathe).
  • Flows Landing Page Welcome – Login Transition What’s your condition Segment ASTHMA Segment COPD The website will provide 2 distinct paths (asthma or COPD). This will allow for prioritization of content and personalization of messaging based on their condition, behavioral traits, and demographics (asthma = younger, COPD = older). Homepage - Welcome Interactive Showcase 1 - Benefit 2 - Barrier 3 - Benefit 4 - Barrier Useful Sections The Breathe Challenge Diagnostic Quiz Result Get Started! Your Personal Plan Tasks Timeline Objectives Companion App Plan Tracker Reminders Challenge Community View progress Coaches Tips Stay Informed Donations Send $ Buy artifacts Tell friend How-to Guides FAQ Stories Newsletter Reach Us Articles Homepage - Welcome Interactive Showcase 1 - Benefit 2 - Barrier 3 - Benefit 4 - Barrier Useful Sections The Breathe Challenge Diagnostic Quiz Result Get Started! Your Personal Plan Tasks Timeline Objectives Companion App Plan Tracker Reminders Challenge Community View progress Coaches Tips Stay Informed Donations Send $ Buy artifacts Tell friend How-to Guides FAQ Stories Newsletter Reach Us Articles
  • Flows Homepage - Welcome Interactive Showcase 1 - Benefit 2 - Barrier 3 - Benefit 4 - Barrier Useful Sections The Breathe Challenge Diagnostic Quiz Result Get Started! Your Personal Plan Tasks Timeline Objectives Companion App Plan Tracker Reminders Challenge Community View progress Coaches Tips Stay Informed Donations Send $ Buy artifacts Tell friend How-to Guides FAQ Stories Newsletter Reach Us Articles
  •