J&J Patient Journey for doctors
How might we make a traditional one-way communication tactic more interactive and engaging?
Currently, contact lens retailers like Costco and 1-800-Contacts are required to inform a patient's eye care professional before they renew the patient's prescription, but they often do it in a way that is inconvenient/impossible for the eye care professional to respond within the very short timeframe allowed. Essentially, the current regulation allows patients to make important health care decisions – what medical devices to insert into their eyes without consulting a doctor. As the world’s leading contact lens brand, Johnson&Johnson (J&J) supports vision care professionals and doctors and strives to re-engage eye care professionals into the contact lens prescription renewal process to convey the importance of eye care professionals for better health care outcomes for patients. The initial idea for this project was to create a flyer with all of the information on one page, which is the typical and traditional PR strategy used by many pharmaceutical companies. More importantly, the final outcome had to be delivered in a week.
The Insight and Solution Together for Nimble Action
In order to achieve a better outcome with bigger and sustainable impact, relevant research and insight with a quick prototype was required. The project was ultimately targeting inside-the-beltway policy influencers, including regulators, Congress and Hill staff by eye care professional community.
However, the first hurdle was to make the material relevant and aligned with how the eye care professional community would use while appropriately demonstrating J&J’s commitment to eye care professionals. It was concluded that the outcome had to be easy to share via any devices available at any occasion. Though iterative group discussions with the whole internal and external team with a quick prototype, the direction of the project was able to be redirected.
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From a financial perspective, the interactive platform significantly increased the budget than a flyer would have attracted. Moreover, the new platform was highly appreciated by the eye care professional community, including providers and advocates because the patient journey ease the explanation of the importance of eye care professionals in the prescription renewal process. Lastly, by developing the interactive patient journey and strategic visual elements instead of a piece of paper, it eventually also brought critical praise from both J&J and stakeholders, being featured on its internal magazine.