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Ciprodex iRep

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Overview

Business Objective

The intent was to revitalize an old brand and help increase prescribing by both high and low volume health care professional prescribers.

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Background

Reps were having a hard time presenting to healthcare professionals and staff using the 60+ page tablet core presentation.

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Success Measurements

  • Increase usage of core tablet presentations by pharma reps presenting to health care professionals

  • Increase prescribing rates for both low and high volume prescribers

  • Increase share of mentions by healthcare professionals of Ciprodex promotions (measured by qualitative survey done bi-annually)

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Research

Stakeholder Interviews

I performed stakeholder interviews with 10 Ciprodex sales reps across different regions and prescribing levels. We used the current iRep as a stimuli​ to understand what content was working, what tech challenges they were facing, environmental issues, and opportunities not being met. 

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Top findings

  • Three main drivers: empathy, efficacy, and cost

  • High prescribers still did not prescribe less severe cases of ear infection

  • Low prescribers were concerned cost was not worth efficacy

  • Limited time with each doctor and doctor is usually on the run

  • Navigation was difficult and the presentation was to big

 

Solutions

​Top recommendations

  • Start presentation with question for the doctor on their priorities, allowing the rep to dynamically serve up the content that is most relevant 

  • Create animated patient profiles to bring to life the doctor's patient types to create empathy

  • Highlight different levels of severity of patients, tied to efficacy stories

  • Simplified navigation to allow the reps to efficiently access the most relevant content.

  • Streamline the content strategy to create mini-stories based on countering healthcare professional's roadblocks


Responsibilities

During discovery phase, I ran the brainstorming workshop with the entire team (creative & client). Thereafter, research & wires/prototype were presented to the client and supported during the early design phase. During visual design layout phase I consulted with team, updated prototype with visual designs, and assisted in presentations to the clients. During development phase I assisted in UAT.

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Deliverables

  • Personas

  • User Interviews

  • Research Results/Recommendations

  • Site map

  • User flow

  • Wireframes

  • Prototype

  • Functional Specifications

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