Bayer MSL App: Improving MSL-to-HCP Communication

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Overview

iPad CMS, Pharma, Sales Tool

Company
Pixacore
Client
Bayer Oncology
Date & Project Length
2018 - 3 Months
Role
UX Designer
Tools
Omnigraffle, Whiteboarding
Framework
Waterfall

About

Bayer Oncology wanted to improve the effectiveness of how their MSLs (Medical Science Liaison) share information with HCPs about the Oncology Pipeline.

Problem

The MSLs currently have no efficient way of sharing information with HCPs locally on the iPad, which iscreating a barrier/pain point for MSLs the compounds and clinical trials that Bayer wants to promote.

Solution

To solve these problems, I worked with a team of copywriters, 1 ios developer, my UX Manager, and the account team to create  a source of truth for all pipeline content. 

Results

The product is still undergoing development, but I will update this soon!

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Discovery

Our Users

MSLs (Medical Science Liaisons) are healthcare consulting professionals who are employed by pharmaceutical, biotechnology, medical device, and managed care companies. MSLs are highly educated and have PHDs, providing answers to HCP questions on Bayer’s Pipeline Compounds, Clinical Trials, and Areas of Research. MSLs attend congress events, and take notes on the latest oncology information, and share their notes on Congresses with the sales representatives.

Discovery: Whiteboard Sessions

To understand the MSLs Needs and goals, we did a whiteboard session with our stakeholder medical
expert. 

User Needs

1.  Very low-level info presentations for the Bayer Oncology Pipeline, specific to HCP-MSL
interactions.

2.   Need a way to quickly jump between content relevant to their HCP 

3.   Take notes at a Congress/Event

4.   Share notes/learnings from Oncology Congresses.

User Goals

1.    Talk to community oncologists and podiatric oncologists about new treatments.

2.    Persuade Oncologists that Bayer is/has become a major player in Oncology.

3.    Provide a more intentional conversation with HCPs.

One challenge we faced as a result of the brainstorm session was finding a happy medium between account team stakeholder goals and the user goals. After our UX team had our discovery brainstorm, we created a Notetaking experience that was very targeted towards the MSLs journey at a congress. MSLs go to congress and visit several events within that congress. There are one-on-ones, speaker forums, and poster forums events. To help the MSLs make granular notes, we designed a flow where MSL adds their congress, and any events associated with it. They would then have notes for each event they attended. Account thought this overcomplicated the experience. So, to meet the goals of our stakeholders and our users, we redesigned the experience by making notes added per event.

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Ideation

To make it easy for our MSLs to complete their tasks, we divided the architecture into 3 main tasks: Resources, Notetaking, and Favorites.

Resources Flow

holds all presentations and content for the MSL, allowing them to quickly find information and favorite the content to show at their meetings with HCPs. In Resources, the MSL can go scan through list of presentations with the presentation view. If the MSL wants to present granular material such as info an exact Compound, they can use view the Pipeline. They can also favorite content for easy access.

Oncology Pipeline Flow

This allows the MSL to take notes at an event, favorite and share their notes with their team.

To get started, MSLs create an event-specific note, using the event name and date. Then, they can add their note to the body, any pictures they’ve taken, and even any documents related to that event. After they’ve saved, the Event Note goes into their Event Note list, which is organized by the most recently edited at the top for easy access.

Adding Notes

Editing Notes Flow

The notes flow helps the MSL be prepared for their meetings with HCPs by having a list of quick links to content,
accessed in a spoke-and-wheel hierarchy (meaning when they tap the “Back” Button, they go back to the list of favorites). This allows the MSL to quickly navigate between content they prepared, providing a more intentional meeting with the HCP.

Site Map

Navigation Design

We wanted to streamline how MSLs find presentations and granular content quickly, so we included standard iOS iPad navigation (Navbars, Segmented Controls, Toolbars, Popovers, etc.), a search feature, and 2 types of filters: a SingleSelect Filter, and a MultiSelect filter.

 

MultiSelect Filters
MultiSelect Filter allows MSLs to filter and view granular (eg, all compounds with Phase II trials and Breast Cancer). This is accessible in the Compounds and Clinical Trial views.

Creating a local-friendly experience

One of the major challenges was creating a precashed/local experience for the MSLs. Bayer’s MSLs rarely have connectivity while visiting HCPs, so the app had to be built entirely for local use. This affected how we approached adding the Bayer Oncology Pipeline to the app, and how we update the application. We solved these challenges by:

1. Rebuilding the website in native iOS. To make it similar to navigating the website we used Segmented Controls to split
the content into chunks the MSLs are familiar with. Within those views, we added a popover filtering experience that mirrors the Faceted Search navigation, making it easy to find content at a granular level.

2. Creating a new updates page that shows only when Bayer updates the content of the application.

 

Presentations:

If the user selects ”Presentations” from “Resources” they will view all presentations available. Screen has been divided into PDFs and PPTs for easy scan of content. Presentations can also be accessed on each individual Compound, Clinical Trial, and Area of Research 

Presentations: Annotated Wires

Oncology Pipeline

When the MSL taps on the segmented control buttons, they get r access to Compounds, Clinical Trials, and Areas of
Research. Compounds are the default view on landing on the pipeline. The compound cards contain the compound name, number, a description, the phase of clinical trials, number of presentations, and if patient can be eligible to enroll.

Tapping on it brings the user to the Compound Overview. Throughout the experience the MSL can tap on the star to favorite it. This feature is discussed in later slides.

Specific Compound:

When MSLs tap into a specific compound, they can view a compound overview, the MOA, Related Trials, and Related Presentations to that Compound.

  

Event Notes:

Gives the user the ability to add notes another information regarding Congresses or other events attended. Tapping on the “Add” symbol gives MSL the ability to add a new note. Tapping on the arrow allows the user to view the note where the user can further edit. Edit and Delete are accessed by a swipe left gesture on the respective event card.

 

 

Add Event:

Once the user has decided to add an event this screen will pop-up. MSL must input a name and start date in order to move to the next screen. Once the user has inputted the necessary information, the ”Next” button become active and allows then to add notes on the next screen.

  

Edit Note:

On this screen, the user can use the keyboard to add notes about the event attended. On the toolbar, the user can add images and attachments, change style of fonts, and create a list. Once the content has been filled out, they can save the note which will be displayed on the “Event Notes” home screen. Notes can be shared with Bayer colleagues if MSL has connectivity.

  

View Notes:

MSLs can view their notes, review/delete any photos or docs attached, favorite the note, and share notes with their teams.The Asset Bar allows the user to see all their assets at a bird’s eye view. Share Button allows the MSL to share via email, if they have connectivity.
 

Favorites

MSLs can favorite any piece of content on the Pipeline, and it will be displayed here. This is especially useful for content that will be presented several times and needs to be easily accessible. The user can unfavorite any content, which will then be removed from this master list.

 

Search

MSLs can filter content on the Search Results. Sorting is available. Filter allows the user to refine the selection of content on the app. Filter Popover display relevant options dynamically. Irrelevant options become inactive. Content is divided into categories of PDFs, PPTs, Compounds, Clinical Trials, Event Notes, and Areas of Research. “Sort By” Popover gives the option to see content in alphabetical or chronological order.

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Prototyping

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Testing

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Final Product

The Visual Design team created a geometric, fun design with primary action buttons to inform MSLs on what to do.

Resources Superview
Oncology Pipeline: Compounds
Oncology Pipeline: Clinical Trials
Event Notes Superview
Event Notes: Note Preview
Event Note: Edit