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Good experiences
Bad experiences
stuck in a cycle
Patient in recovery
Doctor searching for answers
and finding nothing
Rep bouncing from call-to-call
getting nowhere with their customers
Unlocking ROI with UX
• Understanding the users’ behaviour & expectations
• EXERCISE; Patient perspective
• Evolution, not...
UX is not just…
• testing
• wire-framing
• about technology
• about expensive processes
• one person’s job
Know your user like you know your friends
• Emotionalise, not mechanise
• Habits, quirks and behaviours
• You are not one ...
Challenges of a rep
You can learn a lot from not a lot
• It doesn’t have to be expensive
• Small can still be powerful
• Low tech  high value
Online questionnaires
A few ideas for research
UX Labs
Virtual labs
Telephone interviews
Small focus
groups
It’s the insight that really counts
Exercise; Patient perspective
• 5 minute brainstorm
• Make a difference
• Improve patient lives
• A hospital patient is
bedridden. They
spend most of their
time in their room.
• They are lonely and
depressed.
• A more ...
Who would you rather be?
• Facebook vs MySpace
• Google vs Yahoo
• Apple vs Blackberry
• Pharma A vs Pharma B
Maintain perspective
The bigger picture: The attention economy
Information isn’t enough
Just because you tell me it’s good
for me that doesn’t mean I’ll do it
Need motivation and information
Types of Persuasive Tech (Dr BJ Fogg)
Conditioning
Reduction
Tunneling
Customisation
Suggestion
Self-monitoring
HALO EFFECT
Attractive design fosters positive attitudes
• easily used
• quickly accepted
• forgivable for fault
• engage ...
‘I’m using these tools to help me with my recovery
because they look like they were made by Apple.’
‘I’m going to prescrib...
Development in healthcare
Iterative development
Go hard and fast: Design sprints
• Day 1: Understand
the problem
• Day 2: Generate a
wide variety of ideas
• Day 3: Select...
Rapid Prototyping Tools
The more effort you invest
in getting your UX right
The less effort the
user needs to put in to
gain value from it
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
Unlocking ROI with UX
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Unlocking ROI with UX

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Unlocking ROI with UX, in Pharmaceutical Marketing.

Published in: Design

Unlocking ROI with UX

  1. 1. Good experiences
  2. 2. Bad experiences
  3. 3. stuck in a cycle Patient in recovery
  4. 4. Doctor searching for answers and finding nothing
  5. 5. Rep bouncing from call-to-call getting nowhere with their customers
  6. 6. Unlocking ROI with UX • Understanding the users’ behaviour & expectations • EXERCISE; Patient perspective • Evolution, not revolution • Inspiring Action • Form has a function • Get them involved • Over and over, Better and better • DISCUSSION; Tools and techniques to help
  7. 7. UX is not just… • testing • wire-framing • about technology • about expensive processes • one person’s job
  8. 8. Know your user like you know your friends • Emotionalise, not mechanise • Habits, quirks and behaviours • You are not one of them. So look at things from their point of view
  9. 9. Challenges of a rep
  10. 10. You can learn a lot from not a lot • It doesn’t have to be expensive • Small can still be powerful • Low tech  high value
  11. 11. Online questionnaires A few ideas for research UX Labs Virtual labs Telephone interviews Small focus groups
  12. 12. It’s the insight that really counts
  13. 13. Exercise; Patient perspective • 5 minute brainstorm • Make a difference • Improve patient lives
  14. 14. • A hospital patient is bedridden. They spend most of their time in their room. • They are lonely and depressed. • A more positive frame of mind, would help. • What can we do?
  15. 15. Who would you rather be? • Facebook vs MySpace • Google vs Yahoo • Apple vs Blackberry • Pharma A vs Pharma B
  16. 16. Maintain perspective
  17. 17. The bigger picture: The attention economy
  18. 18. Information isn’t enough Just because you tell me it’s good for me that doesn’t mean I’ll do it
  19. 19. Need motivation and information
  20. 20. Types of Persuasive Tech (Dr BJ Fogg) Conditioning Reduction Tunneling Customisation Suggestion Self-monitoring
  21. 21. HALO EFFECT Attractive design fosters positive attitudes • easily used • quickly accepted • forgivable for fault • engage emotionally
  22. 22. ‘I’m using these tools to help me with my recovery because they look like they were made by Apple.’ ‘I’m going to prescribe treatment A because I thought their website looked incredible’ ‘My eDetail’s glossy graphics have made loads of sales this week.’ ‘My recovery’s progressing and the tools really help because they’re engineered to support me’ ‘I could quickly and easily find all the information I needed to make an informed decision’ ‘I’ve had some really valuable discussions lately; my eDetail has allowed me to drive at the topics each HCP has been interested in.’
  23. 23. Development in healthcare
  24. 24. Iterative development
  25. 25. Go hard and fast: Design sprints • Day 1: Understand the problem • Day 2: Generate a wide variety of ideas • Day 3: Selectively develop some of these ideas further • Day 4: Prototype • Day 5: Carry out user research on prototypes
  26. 26. Rapid Prototyping Tools
  27. 27. The more effort you invest in getting your UX right The less effort the user needs to put in to gain value from it

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