Pharma on Demand App — UX/UI Case Study on pharma Updates & services all in one place.

A first of its kind Pharma aggregator platform that helps physicians view, educate, avail cross pharma Updates & services all at one place.

The Context

This is attributed to the rise of generic competition, availability of online resources & decreasing rep intellect.

• Average In clinic time spent between a DOCTOR — MR is continually shrinking!
• Some studies suggest that 40% of sales reps’ calls are canceled or rescheduled and over 80% of conversations between reps and physicians last not much more than two minutes.
• Research also shows, almost 50% of HCPs could easily imagine a world without sales reps.

Physician Need

Meets pharma only for product details, sponsorship & services. Meets when & how he wants. Seeks to restrict rep visits. Wants to explore more gains (monetary & otherwise) from pharma Rep in return for time/ Rxs.

Pharma Need

Increased & Validated reach, validated interactions & services utilization. Exploring Alternative engagement models.

Overview of product or service

A unique market place for Pharma to enlist physician Updates/Services & physicians the choice to choose.

• An appointment cum communication app that simultaneously allows a doctor to plan their meetings with pharma at his convenience & interest.
• It allows doctors to earn rewards for the time spent with pharma & pharma gets a guaranteed time from the doctor.
• Physicians can interact by way of on-demand digital technology liked fixed time video calls, interactive ppts, tele detailing.
• Pharma gets instant validation of the engagement.
• The Physician gets a choice of the below-tabulated services across the company.

Scenarios

Present Scenarios

• The doctor is notified about brand updates & services through Reps.
• The doctor is aware of updates & services only on rep visit & therefore a possible delay.
• Doctors physically ques up days & time to meet pharma reps.
• Doctors are pushed through repetitive sales noise. Intrusive & cluttered interactions.
• Doctor query resolution takes a longer turnaround time.
• The doctor considers meeting the rep as a waste of time.
• Doctors connect low-level company resources.
• Doctor database/profiling a challenge for pharma.

Future Opportunities

• The doctor is notified through the platform.
• Doctor gets to closer to real-time view all updates & services across companies.
• Doctors can filter sales noise & choose value-based interactions.
• The doctor gets a quicker resolution to sample, science & service requests.
• Doctor gets rewarded for meeting a rep.
• The doctor considers meeting the rep a waste of time.
• Doctors get to connect to senior resources.
• A physician aggregator platform where doctors profile themselves.

User Personas

Sales Marketing Head

Doctor

Interviews with Doctors

The number of interviewed doctors were highly experienced doctors, who live in India. Our Interviews took place in Feb 2019. Apart from the highlighted questions below, we asked doctors about their opinions on which they have suggested few opinions regarding the app wants to explore more gains from pharma Rep in return for time product details, sponsorship & services.

Key takeaways from the research

The USP

The only alternative & guaranteed channel that connects doctors and pharma companies on a real-time basis.

User Task Flow

There are many different pathways a user can take when interacting with a product. A user flow is a visual representation, either written out or made digitally, of the many avenues that can be taken when using an app.

Paper Sketch

They are typically concept sketches, a set of drawings, or storyboards to represent the skeleton of the interface. The next level up is a low fidelity wireframe which includes the most basic content, visual presentation, and connection of the screens.

Design Concept & Prototype

Wireframe

Starting my designs from lo-fi wireframes helps me to evaluate different solutions with low effort and save time.

Onboarding Flow

Onboarding screens were developed with the aid of illustrations that provide emotional ties to a user and notify about the application’s key functions.

Compare Prices

Here users can search, see, compare product & price with other brands, and order for a wide range of new products.

Watch Detailing

Many brands are promoting their new product through video and communicating product features benefits, sharing knowledge, and research with doctors. Video is a medium that is to engage people’s attention, it educates and builds trust with the brand. So he can watch videos from a wide range to get an update with the world.

Paid survey

Surveys are used for several reasons by a wide variety of companies, there are many routes by which doctors can be invited to take them. His insight can influence medical products and services in a way that is helpful to both doctors and patients.

Request Sample

For the new medicine and product, He can order a sample for the test before recommending it to the patients.

Explore CME

The leading source for conferences around the world and continuing courses in medical education. CME forums, speakers, and news to find the activities and knowledge that fits your professional needs efficiently.

View the clickable Prototype

Conclusion

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