Project Summary
Apretude (cabotegravir) is a long-acting injectable medicine for HIV prevention (PrEP) that helps reduce the risk of sexually acquired HIV-1 infection.
The client requested that the team add a Patient Profiles section to a larger iPad Sales Aid for Apretude. Instead of a typical patient-profile set of pages, the team wanted a more engaging, interactive piece. This tool would help the sales rep engage healthcare providers (HCPs) in these ways:
- Seeing different patient types helps doctors visualize which of their own patients may benefit most.
- Real-world case examples catch a physician's attention faster than general product data.
- The patient profiles can be used to delve deeper into the sales aid content to understand topics such as dosing considerations and drug-drug interactions.
At first, there were only 2 patient types, but the team expanded to 4 profiles to add variety and open the conversation to more discussion points within the sales aid. We created 3 concepts: a button interface, a patient carousel, and a tile flip concept. The client chose the tile flip concept, in which the healthcare provider saw 4 tiles, each representing something a patient might say during a conversation. Tapping a tile flips it to reveal the patient's true concern and a button to open their patient profile. When the patient profile button is tapped, an overlay opens, revealing a matching patient persona and a way to dive deeper into the sales aid for more in-depth conversations.
