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How do we develop a patient app that helps HCPs make informed clinical decisions?
The Context
People living with HIV (PLWH) face not only living with their condition, but also the challenging side effects of treatment, which can include weight gain.
Business Challenge
A global pharmaceutical company was seeking to develop a weight gain app to empower PLWH, while providing HCP’s the data to make an informed clinical decision around their patient’s weight gain.
Our Approach
Through immersive market research and app UX testing we uncovered that for a solution to be effective, PLWH and HCP’s first need a forum and permission to have conversations around medication-related weight gain.
APPROACH HIGHLIGHTS
Ethnographic interviews, with HCP’s and PLWH using a behavioral science and experience design lens to understand current behavior and importantly the “why” behind their actions.
UX app testing to establish efficacy of two complementary weight gain apps, to understand “stickiness” of weight and activity monitoring offerings.
Our Impact
Rather than leveraging the app as a first step, the marketing team discovered alternative strategies to initiate conversations around weight gain between HCP and PLWH, making them more open to leveraging the benefits of the app.
“You nailed it! This was a very sensitive topic that was handled with care. What has become clear is that we need to be open to considering whether an app is really the right solution.”
- Associate Director, Market Research & Analytics
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