4. Doctor searching for answers and finding nothing
5. Rep bouncing from call-to-call getting nowhere with their
customers
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. UX is not just testing wire-framing about technology about
expensive processes one persons job
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. Challenges of a rep
10. You can learn a lot from not a lot It doesnt have to be
expensive Small can still be powerful Low tech high value
11. Online questionnaires A few ideas for research UX Labs
Virtual labs Telephone interviews Small focus groups
12. Its the insight that really counts
13. What makes a good insight? 50% of patients are less than
70% compliant Why? Why? Why? Why? Why? Because they dont 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 didnt think he had to explain something that
obvious
14. Exercise; Patient perspective 5 minute brainstorm Make a
difference Improve patient lives
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. Who would you rather be? Facebook vs MySpace Google vs
Yahoo Apple vs Blackberry Pharma A vs Pharma B
17. Maintain perspective
18. The bigger picture: The attention economy
19. Information isnt enough Just because you tell me its good
for me that doesnt mean Ill do it
22. HALO EFFECT Attractive design fosters positive attitudes
easily used quickly accepted forgivable for fault engage
emotionally
23. Im using these tools to help me with my recovery because
they look like they were made by Apple. Im going to prescribe
treatment A because I thought their website looked incredible My
eDetails glossy graphics have made loads of sales this week. My
recoverys progressing and the tools really help because theyre
engineered to support me I could quickly and easily find all the
information I needed to make an informed decision Ive had some
really valuable discussions lately; my eDetail has allowed me to
drive at the topics each HCP has been interested in.
24. Development in healthcare
25. Iterative development
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. Rapid Prototyping Tools
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