Project summary
Patient Selector tool
While introducing UX to MSD (pharma), I worked on a number of quick-turnaround projects to demonstrate the benefits of UX in improving communications.
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One such line of work was creating digital sales assets for the Key Account Managers (KAMs) to use when visiting doctors and consultants.
I wanted to understand more about the KAMs interaction with their clients – what happened prior to, during, and after a particular meeting. Unfortunately, ethnography would have taken months to approve, so I resorted to interviewing the KAMs in detail.
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The KAMs main sales tool was their tablet, known as an iSell, that they took to every appointment and used extensively to demonstrate drug features etc.
In one scenario, the KAM would use their iSell to talk about a cancer drug, and then ask their client to think about which of their patients this might be applicable to.
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I turned the conversation around by creating a Patient Selector Tool.
Using their iSell, they could firstly ask the doctor/consultant to select the type of patient they were currently treating, and then the treatment options they had open to them.
New Patient Selector landing page on iSell
Treament Goals screen
This would then open the appropriate information section within the iSell.
Existing product information screen
If the doctor/consultant had another type of patient in mind, they could create a new profile.
The Patient Selector tool proved very popular with both the KAMs and their clients.
Build a Profile screen
Prototype - https://ze6tqn.axshare.com/#c=2