Case study
Designing best-in-class
patient support and
drug differentiation
Designing and validating digital interventions with Merck to enhance patient adherence and drug differentiation
Merck is a global leader in treatments for neurology, oncology, immunology and fertility.
Challenge
Product differentiation and adherence for a new drug
Merck is currently developing a new oral drug that patients will need to take daily, and a high adherence rate will be critical for controlling progression of the disease. They recognized the need for a digital solution that could enhance patient adherence and differentiate the drug from competitors. So they asked us to help design and validate a digital app that would meet the needs of patients while delivering measurable business impact.
Strategy
Designing and testing digital solutions
We began by defining the problem and generating digital concepts for future patients, using market research, patient interviews, and physician surveys. We designed and conducted experiments with doctors, nurses, and patients across different markets to iterate the solution and ensure its effectiveness on patient engagement. We prioritized features that enhanced patient adherence and drug differentiation, while minimizing uptake barriers. We also developed a patient activation strategy with various channels for patients to access the app.
Outcome
Best-in-class patient support and drug differentiation
Thanks to our collaboration, Merck was able to enter the development phase with confidence that the digital patient engagement solution being developed would provide best-in-class support to future patients. The integrated app will enhance patient adherence and differentiate the drug from competing products, which should have a significant positive business impact for Merck.
We developed an integrated digital patient engagement app that would enhance patient adherence and differentiation of the drug while reducing barriers to uptake
Merck Digital health solution at a glance
Challenge
Product differentiation and adherence for a new drug
Managing a medical condition can be challenging, and adherence to medication regimens is crucial for controlling the progression of the disease. Some common reasons for patients not adhering to their prescribed medication include forgetfulness and a lack of awareness regarding the importance of following the treatment plan diligently.
Strategy
Designing and testing digital solutions with patients, doctors and nurses
Together, we developed an "around the pill" proposal that started with problem definition and ideation. We conducted extensive research and developed digital concepts centered around the needs of future patients. We refined our concepts across multiple iterations and deep reviews with a multidisciplinary team, and designed qualitative and quantitative experiments to test our hypotheses across different markets with doctors, nurses, and patients to ensure that the digital patient engagement solution would meet their needs.
As my condition progresses, I struggle with medication consistency. The app's reminders and nudges would help me stay on track and avoid missed doses.
Patient testimonial
We translated the research findings into product recommendations and developed an integrated digital engagement solution that offers patients educational and other supports to successfully onboard to their treatment and develop essential routines that lead to long-term adherence and persistence. We prioritized product features and shaped the app to seamlessly integrate with Merck's Patient Support Programs, which are provided to patients with certain conditions across different markets. Finally, we helped the team develop a patient activation strategy, defining the different channels of awareness and access that patients would experience to become aware and start using the solution.
Outcome
Best-in-class patient support and drug differentiation
Our collaboration enabled Merck to enter the development phase with confidence that the product being developed would provide best-in-class support to future patients. Through our work, we uncovered significant digital opportunities in patient adherence and reduced barriers to uptake, which will have a positive impact on the lives of patients worldwide and on the commercial success of the drug.
