1. Good experiences

2. Bad experiences

3. stuck in a cycle Patient in recovery

4. Doctor searching for answers and finding nothing

5. Rep bouncing from call-to-call getting nowhere with their customers

6. Unlocking ROI with UX Understanding the users behaviour & expectations EXERCISE; Patient perspective Evolution, not revolution Inspiring Action Form has a function Get them involved Over and over, Better and better DISCUSSION; Tools and techniques to help

7. UX is not just testing wire-framing about technology about expensive processes one persons job

8. Know your user like you know your friends Emotionalise, not mechanise Habits, quirks and behaviours You are not one of them. So look at things from their point of view

9. Challenges of a rep

10. You can learn a lot from not a lot It doesnt have to be expensive Small can still be powerful Low tech high value

11. Online questionnaires A few ideas for research UX Labs Virtual labs Telephone interviews Small focus groups

12. Its the insight that really counts

13. What makes a good insight? 50% of patients are less than 70% compliant Why? Why? Why? Why? Why? Because they dont understand the underlying cause of the symptoms Because symptom relief is what drove them to the doctor in the first place Because they think drugs are only necessary if they feel bad Because they forget to take their pills routinely for the full course of therapy Because the doctor didnt think he had to explain something that obvious

14. Exercise; Patient perspective 5 minute brainstorm Make a difference Improve patient lives

15. A hospital patient is bedridden. They spend most of their time in their room. They are lonely and depressed. A more positive frame of mind, would help. What can we do?

16. Who would you rather be? Facebook vs MySpace Google vs Yahoo Apple vs Blackberry Pharma A vs Pharma B

17. Maintain perspective

18. The bigger picture: The attention economy

19. Information isnt enough Just because you tell me its good for me that doesnt mean Ill do it

20. Need motivation and information

21. Types of Persuasive Tech (Dr BJ Fogg) Conditioning Reduction Tunneling Customisation Suggestion Self-monitoring

22. HALO EFFECT Attractive design fosters positive attitudes easily used quickly accepted forgivable for fault engage emotionally

23. Im using these tools to help me with my recovery because they look like they were made by Apple. Im going to prescribe treatment A because I thought their website looked incredible My eDetails glossy graphics have made loads of sales this week. My recoverys progressing and the tools really help because theyre engineered to support me I could quickly and easily find all the information I needed to make an informed decision Ive had some really valuable discussions lately; my eDetail has allowed me to drive at the topics each HCP has been interested in.

24. Development in healthcare

25. Iterative development

26. Go hard and fast: Design sprints Day 1: Understand the problem Day 2: Generate a wide variety of ideas Day 3: Selectively develop some of these ideas further Day 4: Prototype Day 5: Carry out user research on prototypes

27. Rapid Prototyping Tools

28. The more effort you invest in getting your UX right The less effort the user needs to put in to gain value from it