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AbbVie Care: Global Companion Platform Concept
AbbVie Care’s Global Companion Platform is intended to create a rewarding care model experience, via digital channels, to support adherence, ensure compliance and extend persistency by:
Providing highly personalized tools for patients to easily receive support, disease education, and the ability to connect with others (patients, nurses and customer service reps) on the go
Encouraging patients to contact AbbVie Care Coach by making it as easy as “one tap”
Supporting Health Care Providers’ (HCPs) patient care objectives and their ability to achieve positive health outcomes
the goal
AbbVie Care’s Global Companion Platform is intended to create a rewarding care model experience, via digital channels, to support adherence, ensure compliance and extend persistency by:
Providing highly personalized tools for patients to easily receive support, disease education, and the ability to connect with others (patients, nurses and customer service reps) on the go
Encouraging patients to contact AbbVie Care Coach by making it as easy as “one tap”
Supporting Health Care Providers’ (HCPs) patient care objectives and their ability to achieve positive health outcomes
Phase one would focus on launching a new Psoriasis brand and to create a patient-centric therapeutic Initiatives.
The Challenge
There are 318,000 health apps, with just 15% of them having more than 5,000 installs. It is difficult to entice patients to digitally manage their health in truly impactful ways.
Patients demand improved response times from health systems
Patients expect healthcare services to be as good as Amazon
Patients expect organizations to understand their individual needs
Psoriasis patients can often believe their condition is less severe than it actually is. They have Issues of self-consciousness and a fear of progression. Psoriasis can cause considerable discomfort, and bad days are common. HCPs like to solve problems, but they can be disengaged in Psoriasis treatments as those treatments are primarily dermatological in nature. However, they want happy patients and appreciate support that helps saves cost. Care coaches find it difficult to maintain patient adherence and are looking for ways to engage consistently without being intrusive.
How do you design a global digital program so compelling that end users from different therapy areas use it everyday?
my role
I was asked to lead a design team to develop experience strategy concepts and to create digital mockups to illustrate those concepts. I collaborated with our VP of Creative Services and our Group Creative Director to execute on the overall project vision.
The Design process
We spent a week immersing ourselves in the AbbVie Care brand, their products and the Psoriasis condition. We reviewed customer research and industry trends to make sure we understood the target segments and their motivations. Then we spent a week working with our Service Design Strategy lead to validate that the concepts aligned with the overall global digital vision for the AbbVie Care program. At the end of the week, we selected a set of digital tactics and touchpoints to mock up and illustrate the overall design concept. These were presented to the AbbVie Care leadership team in an oral presentation.
The design concept
One of the biggest motivations for patients living with Psoriasis, is to become as clear as possible. Clear is defined by near total plaque reduction and no or 1% flare symptoms.
Our concept focused on two target segments, Optimizers and Clearance Chasers. Optimizers are patients who believe the Psoriasis clearance equals freedom. They are comfortable using biologic treatments and are looking for every day control. They seek guidance and support and are proactive in managing their condition.
Clearance Chasers are HCPs who seek maximum clearance for their patients. They want comprehensive and ways to measure and track patient progress.
Our concepts were defined by the following principles:
Gain patient input by asking simple questions instead of making them fill out PRO (Patient Reported Outcome) forms.
Offer advice in a friendly, conversational manner
Deliver dashboards to HCPs and Care Coaches
Use data to deliver new insights
Merge real patient experience data with passive data and medical data
Allow patients to engage with the program through multiple touchpoints
the result
The design concept and digital experience strategy was well received by the client and several digital initiative are currently moving forward based on the team’s strategic thinking.