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. Download our associated white paper here: http://www.havaslynx.com/wp-content/uploads/2014/03/08.UX_44.pdf

2. Good experiences

3. Bad experiences

7. stuck in a cycle
Patient in recovery

8. Doctor searching for answers
and finding nothing

9. Rep bouncing from call-to-call
getting nowhere with their customers

12. 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

14. UX is not just…
• testing
• wire-framing
• about technology
• about expensive processes
• one person’s job

18. 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

19. Challenges of a rep

20. 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

21. Online questionnaires
A few ideas for research
UX Labs
Virtual labs
Telephone interviews
Small focus
groups

22. It’s the insight that really counts

23. 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’

24. Exercise; Patient perspective
• 5 minute brainstorm
• Make a difference
• Improve patient lives

25. • 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?

28. Who would you rather be?
• Facebook vs MySpace
• Google vs Yahoo
• Apple vs Blackberry
• Pharma A vs Pharma B

31. Maintain perspective

32. The bigger picture: The attention economy

34. Information isn’t enough
Just because you tell me it’s good
for me that doesn’t mean I’ll do it

35. Need motivation and information

36. Types of Persuasive Tech (Dr BJ Fogg)
Conditioning
Reduction
Tunneling
Customisation
Suggestion
Self-monitoring

39. HALO EFFECT
Attractive design fosters positive attitudes
• easily used
• quickly accepted
• forgivable for fault
• engage emotionally

41. ‘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.’

46. Development in healthcare

47. Iterative development

48. 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

49. Rapid Prototyping Tools

50. The more effort you invest
in getting your UX right
The less effort the
user needs to put in to
gain value from it