Discover innovative ways to help oncologists perform their best.

Research
service design

Context

We teamed up with a pharmaceutical company to reshape the oncology experience. An European study across multiple markets inspired to conduct an in-depth study on the relationship between oncologists and the top companies in pharmaceuticals industry.
Note: to ensure compliance with the client's privacy policies the brand mentioned in this context is entirely fictional.

Research

Human-Centered Design (HCD) serves as the guiding approach for this project. In line with the initial phase of HCD, known as Exploration, we engaged in discussions with various stakeholders. This involved conversing with collaborators to establish a comprehensive comprehension of the company, interacting with healthcare professionals to gain insights into their daily workflows, and engaging with auxiliary staff members. Through these informal dialogues, we meticulously analyzed the information gathered through active listening and keen observation.
  • 14 interviews with internal stakeholders
  • 22 interviews with healthcare professionals
  • Observation in 6 public hospitals
  • Observation in 6 private hospitals
The first phase was truly transformative for the team involved. It would be impossible not to empathize with the day-to-day difficulties of the oncology teams in the hospitals. Some of the discoveries that were most impactful for the project's development:
#1
The appointments are short and  overloaded with administrative tasks that take time away from the doctors role. In 15 minutes of appointment, 50% of the doctors time is consumed by the assessment and recording of the patients symptoms.
#2
Being an oncologist requires to keep  constant learning  but the time is scarce and the information is very dispersed. The information the doctor needs to know is very dispersed (various sources)... and gets mixed with irrelevant information.
#3
The doctors need for knowledge goes beyond the scope of therapeutics and needs new forms and formats. Lack of training outside the clinical scope (emotional management, communication and writing, statistics, data analysis, team management, mindfulness).
#4
We are in the digital era, but there is no data to help healthcare professionals to decide. The various interviewees admit not having data that allows them to make better decisions.
#5
The relationship between health professionals and the industry needs to  evolve beyond the drugs and the scarce points of contact. The sales representatives are the central relation of the industry with the doctors.
After wrapping up the initial research phase, we move forward and translated our findings into:
  • Pain points list
  • Current experience map
  • Archytypes and personas  
  • Ideation workshops

Outcome

We have successfully identified three strategic axes, designed a future experience map that includes all the discovered solutions to address the pain points, and formulated a roadmap for the implementation of these solutions.
These solutions have been categorized into three main areas:
  • Enriching Exploratory Programs: Introducing innovative formats to foster deeper knowledge acquisition and networking. This entails providing opportunities such as visiting research centers, engaging with fellow experts, and exploring emerging innovation and startup ecosystems.
  • Patient-Centric Platform/ App: A transformative platform has been conceived to empower patients in registering their symptoms seamlessly. Moreover, this platform facilitates oncologists in closely monitoring patients' progress. The evolution from a traditional patient diary to a digital interface offers simplified symptom registration. By reporting symptoms in a user-friendly manner, it not only enhances the quality of information available to doctors but also recommends informative videos to patients. This significantly enhances the accuracy of data available to oncologists, thereby augmenting decision-making efficiency and optimizing consultation time.
  • Specialized Editorial Project: Our innovation extends to the creation of a specialized editorial project. It encompasses a daily summary of specialty-related news, scholarly papers, and masterclasses presented through various mediums such as podcasts, bots, or videos.
While development is ongoing, we are excited to provide a sneak peek into one of these solutions.
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