Disrupting the Healthcare Engagement Model
Innovation Sprint
One of Americas largest pharmaceutical companies partnered with BCG Digital Ventures to seek opportunities to leverage its scale and history of innovation to disrupt the healthcare ecosystem with a digital solution that can transform how the pharma industry engages with healthcare providers and medical institutions.
Over the course of a 10 week innovation sprint, my role was to lead the research and product design strategy work stream to help identify opportunity spaces across the therapy journey for healthcare providers, their office staff, and pharma reps. I managed a team of 3 product designers and researchers and worked in collaboration with client stakeholders and subject matter experts, business strategists, product managers, and engineers.
Ethnography Research
Product Design Strategy
Storytelling
Innovation sprint approach
Over the 10-week sprint, we developed a broad set of ideas and solutions to address user frictions and unmet needs through ethnography research and observation, synthesis and ideation, and rapid prototyping and concept testing to refine ideas. Throughout the sprint we addressed key questions head-on to de-risk the investment decision and progressively filter ideas through four lenses: Desirability, feasibility, viability, and strategic fit.
Research phase
In order to come up with a broad set of ideas, we gathered insights across a vast range of SMEs and customers. We conducted over 70 interviews with healthcare providers, sales representatives, office staff, and other industry experts to identify key themes and frictions across the therapy journey. I lead journey mapping and ideation workshops to come up with 100s of ideas based on frictions and unmet needs we uncovered from our research. Then continued to concept test with users to further refine and validate the top ideas, ultimatly selecting one to focus on and build out an MVP.
Screenshots of workshop output
Prioritized concept
For each solution, we conducted qualitative and quantitative research to help further refine and validate assumptions, ultimately selecting one to focus on and build out an MVP. The prioritized solution had clear user desirability, a sizable addressable market, clear competitive advantage, and aligns with the corporate partners strategic goals.
DiscoverRX
DiscoverRX is a pan-pharma platform that provides healthcare providers centralized, on-demand access to product content, samples, resources and experts – allowing providers to pull the information they need, when they need it. DiscoverRX solves for 5 key frictions we uncovered through our research phase.
- Inefficient for Pharma: The amount of productive time a rep gets with prescribers and the number of calls per day continues to decline.
- Inefficient for Providers: Multiple reps across the industry maneuvering into providers finite amount of time leaving providers with fragmented information and competing claims.
- Not Personalized: The current model is not designed to align providers' time and focus with pharma channels to the priorities of their practice and patients.
- Diminishing Access: Because of these inefficiencies, more providers are restricting access and giving less and less time to pharma reps.
- A Broken System: The current model struggles to keep providers up to date with rapidly evolving new therapy information for optimizing patient outcomes.
With DiscoverRX, providers are able to better control and optimize the time they spend engaging with pharama reps and resources, PharmaCo's are able to better tailor. support to individial providers, and healthcare systems and patients benefit from improved outcomes.
We conducted a competitive analysis to validate the need and determine our differentiation and right to win.
Quantitative research
We launched quantitative surveys with over 1000+ providers to validate each concepts desirability and determine feature prioritization and strategic positioning.
Persona development
Concept development
To illustrate the concept, we designed a storyline highlighting the value proposition and core feature of the product experience to use as both testing collateral and for stakeholder alignment and buy-in.
This product is currently under development.