Bayer Kovaltry eDetail Aid
Self-Led Detail Aid Tool for Hematologists
User-Centered Design
Government Design System (GDS) Compliance
Collaborative and Iterative Prototyping
Project Definition
Bayer is a German multinational company specialised on pharmaceutical and life sciences. It is one of the largest pharmaceutical companies in the world. Bayer has a strong focus on research and development of the hemophilia treatment.
Hemophilia is an inherited genetic disorder where the body loses control to stop bleeding caused by stress or any trauma. Deficiency of clotting factor VIII leads to Hemophilia A and the basic treatment prevailing in the market is to replenish the body with factor VIII. Replenishment is done by either preparation of recombinant factor VIII or from plasma-derived factor VIII. The global market of Hemophilia is expected to grow by 5.6% annually between 2013 and 2024 and the competition is getting intense with various new players emerging in with better strategies for the treatment.
KOVALTRY® is a medicine used to replace clotting factor (Factor VIII or antihemophilic factor) that is missing in people with Hemophilia A. This product is used to treat and control bleeding in adults and children with Hemophilia A. KOVALTRY® can reduce the number of bleeding episodes in adults and children with hemophilia A when used regularly (prophylaxis).
Bayer requested to design a tablet-based application which educates users about Bayer’s drug KOVALTRY®. This tool will be used by sale representatives.
The Challenge
Products offer fewer infusions and more steady state and this results in less efficacy. Patients want to be more active in their daily life and many of them will infuse more frequently to achieve this. This results from problems on controlling bleeds. We had to represent the effectiveness of our product on bleeds that supports patients activities. This was one of our unique selling points.
A large number of patients, particularly highly active patients inject more than limit themselves in their level of activity and lifestyle. A mom would rather give the child an extra injection than have them miss out. Also, a lot of patients are limiting their physical activity as a way to manage their hemophilia but want to be more active and strive for a normal life.
Appropriate prophylaxis with rFVIII can support all levels of physical activity. A recent expert consensus has been generated to help tailor treatment to patient needs by determining target FVIII levels for specific patients based on their desired activity. We should help HCP to make them confident about their treatment process that can adopt to patients needs and life style.
My Role
As a UX designer, I was responsible for updating existing information architecture with additional content, Creating sitemap and user flows and follow the consistency in interactions and navigation. I prepared detailed functional specification documents for the development.
My Approach
Our team included from account managers, medical copywriters, digital designers, SMEs and project manager. We researched to understand Bayer’s reps existing struggles and pain points on presentation to HCPs. The total number of screens is too much for a limited display, and we focused on the best possible navigational solution that answers possible conversational scenarios between reps and HCPs.
Problems and Solutions
We successfully delivered or eDetail aid solution to the client. Also, we have requested additional work packages like the web site of the same product and franchise version of it for the other markets.
