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Bayer - NOAC

Co-designing with Patients, for Patients.

  • 1 patient validations

  • #1 in page views on Bayer website

  • 1 distributed card decks

Challenge How might we bring a complex and overwhelming diagnosis in a humane way?

As a patient, the moment of diagnosis can be overwhelming, especially in today’s care environment where pressure on health systems is shortening average patient consultation times and causing crucial treatment information often to get lost in translation.

Driven by a quest to put the patient into the center of the design process, together with the Bayer team we questioned: How might we simplify and humanize a complex and overwhelming diagnosis, by bringing the right information, to the right patient at the right time in the right form?

How might we take into account differences in the level of knowledge, language barriers, age, etc., and carefully consider patient segmentation?

Solution Co-designing Patient-Centric Communication with patients.

Embracing the unknown, Bayer decided to open up for patient input to co-design improved communication pathways for one of their complex medicines.

In close co-creation with patients and clinical stakeholders, we designed an easy-to-understand set of (phygital) cards to explain in a humane way how to live with a NOAC.

Behavioral psychology insights made apparent that patients benefit more from ‘positive’ wording (How can you do well?) While doctors tend to be more driven by ‘negative’ communication (What happens if things go bad?) Additional research on bringing a difficult message across to patients showed that medical messages with illustrations work well for motivational empowerment.

From patient empathy to patient empowerment.

First, we identified the right personas to empathize with, while also clarifying what steps chronologically define the current patient communication pathway.

In co-creation with the Bayer team, we defined and translated all our “gutfeel” Key Assumptions into panel interviews. These allowed us to validate and/or debunk our inside-out assumptions with patients and clinicians. Building upon the validated insights, the Made team then generated a long list of patient communication ideas through a mixture of ideation exercises.

As Design Studio, Made relies strongly on the power of visually prototyping first communication concepts, as this stimulates concrete discussion and debate on potential scenarios and their respective preferences.

After validating the to-be patient pathway and preferred concepts with all stakeholders, the final concept was further refined by the Made team.




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