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Unlocking ROI with UX


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Unlocking ROI with UX, in Pharmaceutical Marketing

A presentation by David Hunt, HAVAS LYNX EU Chief Executive.

Both patients and doctors are increasingly looking to digital to drive their experience in healthcare. Life in the twenty-first century is rife with sophisticated and intuitive technologies, and as such, we have come to expect a high standard of UX in every product we encounter.

David Hunt, HAVAS LYNX EU CEO, discusses that User Experience isn't a checkbox in the production process. It is vital to the delivery of the best possible outcomes for patients and doctors and should be integrated in everything we do.

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Published in: Healthcare
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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. What makes a good insight? 50% of patients are less than 70% compliant Why? Why? Why? Why? Why? Because they don’t understand the underlying cause of the symptoms Because symptom relief is what drove them to the doctor in the first place Because they think drugs are only necessary if they feel bad Because they forget to take their pills routinely for the full course of therapy Because the doctor didn’t think he had to explain something that ‘obvious’
  14. 14. Exercise; Patient perspective • 5 minute brainstorm • Make a difference • Improve patient lives
  15. 15. • 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?
  16. 16. Who would you rather be? • Facebook vs MySpace • Google vs Yahoo • Apple vs Blackberry • Pharma A vs Pharma B
  17. 17. Maintain perspective
  18. 18. The bigger picture: The attention economy
  19. 19. Information isn’t enough Just because you tell me it’s good for me that doesn’t mean I’ll do it
  20. 20. Need motivation and information
  21. 21. Types of Persuasive Tech (Dr BJ Fogg) Conditioning Reduction Tunneling Customisation Suggestion Self-monitoring
  22. 22. HALO EFFECT Attractive design fosters positive attitudes • easily used • quickly accepted • forgivable for fault • engage emotionally
  23. 23. ‘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.’
  24. 24. Development in healthcare
  25. 25. Iterative development
  26. 26. 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
  27. 27. Rapid Prototyping Tools
  28. 28. The more effort you invest in getting your UX right The less effort the user needs to put in to gain value from it