A global pharmaceutical company was developing a new product that had seen great patient outcomes, but there were challenges going to market due to the resources required to ensure patients could safely and confidently use the product.
The challenge.
The most significant issue was the cost of deploying specialised nurses to train and assess patients before allowing them to use the product.
The patient training programme was designed primarily to meet regulatory and legal requirements, with a heavy reliance on nurses to deliver it.
With each nurse visit costing around $400 and four visits needed to complete each patient’s training, the forecast cost was $10 million annually*.
*Based on an average of 25,000 new patients per year in the US, and a cost of $1,600 per patient.
The approach.
We started with an in-depth analysis of the current training programme, and developed a hypothesis that patients and carers could be taught how to use the product via self-learning instead.
- We analysed the processes, services, and stakeholders involved in delivering the training.
- We thoroughly reviewed and questioned the training structure, topics and materials.
- We spoke with nurses who had gone through the training themselves.
- We leveraged our 6+ years working with this patient population to understand their unique needs and learning difficulties.
Through three rounds of concept development, evaluation, and iteration, we clearly showed the significant potential of a self-learning programme for patients, and delivered a framework so the business could develop and implement it.
The outcomes.
We reimagined the patient training programme by applying technology and design in ways that complement and enhance the patient-nurse relationship.
The new solution combines physical and digital elements to guide patients, using a logical, contextual and repetitive pattern that builds their confidence and competence gradually. Giving patients autonomy through self-initiated learning, nurses had more time to provide patient-specific support where needed.
On a scale of 1-10, patients reported an average 6-point increase in their level of confidence using the product after going through the self-learning programme** .
We delivered a clear business case and roadmap for this new training solution, backed by clear evidence. It showed that nurse visits could effectively be reduced by around 50%, freeing up their time to see more patients, increasing product rollout, and leading to $5 million in annual savings on the US launch alone.
** Patients rated their initial confidence on a scale 1-10; typically patients went from a 2 to an 8.
