Driving digital health adoption
The challenge
Our client, a global pharmaceutical company, was building a digital solution to accompany a billion-dollar chronic condition therapy. To ensure they achieved optimal engagement, they set out to incorporate behavioral economics from the start.
Our approach
Behavioral strategy
Our behavioral strategy addressed patient engagement across three key phases of digital interaction. We defined strategic approaches and specific tools for the launch phase (driving initial registration), the learn phase (getting started with the technology), and the last phase (ongoing, habitual engagement).
Actionable solutions
To drive initial and ongoing utilization of the digital solution, our evidence-based solutions included:
Optimized user journey to create early wins and make the right path the easy path
Gamification tools to compel lasting, habitual engagement
In and out of app Messaging to drive therapy adherence
Increasing physician adoption of cancer therapy
The challenge
Our client, a global pharmaceutical company, had a strategic initiative to increase appropriate prescribing of their cancer therapy. They had tried using facts and figures to achieve adoption, but recognized this was not enough to overcome inertia and change behavior.
Our approach
Behavioral strategy
Provider interviews were conducted to identify provider and patient hurdles. To address these hurdles, we created a behavioral strategy and strategic framing incorporating gain framing, social proof and reciprocity.
Actionable solutions
To improve appropriate cancer therapy prescription rates, our behavioral science solutions included:
Behavioral segmentation of provider types (e.g. early adopters, laggards)
Mapped adoption journey to identify ways to reduce provider friction
Behavioral framing to be used when introducing the cancer therapy to providers and patients through the providers