About Dupixent
Dupilumab, sold under the brand name Dupixent, is a monoclonal antibody used for allergic diseases such as eczema, asthma, and nasal polyps which result in chronic sinusitis. It is also used for the treatment of eosinophilic esophagitis and prurigo nodularis.
The Ask
To design the app as the patient support tool to help the patient access DUPIXENT as quickly as possible, once patient have a prescription, and to help them through their treatment journey. The app provides patient support services, medication tracking, tools, and educational resources to help patients stay on track and better manage their condition.
Impact
Dupixent global net sales reached $11.59 billion in 2023. The app's design marks the debut of the first accompanying app for the treatment. The United States will be the first country to launch the app, followed by Europe and Asia.
This app's design and successful launch will serve as a cornerstone for Dupixent's digital presence.
Define
USER JOURNEY
We use a patient journey framework to anchor and present key user insights.
Project Scope
Based on research into the Dupixent experience, we identified the following key areas that need to be addressed in designing the app:
Users:
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Injection Process Clarity
Addressing patient anxiety around the injection process is critical, as it directly impacts user confidence and adherence.
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Treatment Journey
Dupixent's treatment involves several key steps, including prescription management, insurance approval, injection completion, and progress tracking.
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Seamless MyWay Integration
Integrating the MyWay support program into the app is essential for providing comprehensive assistance.
Business:
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Integrated Ecosystem
The app supports patients through their treatment journey by integrating prescription management, insurance approval, injection guidance, and progress tracking.
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Patient Adherence
The app enhances patient adherence by providing clear guidance and reminders, which is crucial for successful treatment outcomes.
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Blueprint for Digital Products
The success of the app can serve as a model for other digital health solutions.
Ideation
Further, we deep into the user journey to identify the opportunities in each phase
Challenges and Explorations
Question 1: How can we help patients stay informed about their injection status?
Rationale:
Clear Progress Indicators: Implement visual progress bars or timelines that show patients where they are in the injection process—from preparation to completion.
Real-Time Notifications: Provide timely notifications or reminders before, during, and after the injection, helping patients stay on track with their treatment schedule.
Question 2: How can we help patients build confidence in self-injection practices?
Rationale:
Reduce cognitive effort by making the clear process what patient need to do. Be transparent in what user could expect and the efforts to follow the direction.
Make encouragement humanized where possible, cheer up for sticking to the plan and completion. Rewarding experience through achievements.
Rewarding Experience: Introduce achievement-based rewards, where patients earn recognition for staying on track, enhancing the sense of accomplishment.
Design
The whole design includes several key user flows of Registration and Onboarding, Injection, Treatment, Learning, and Journal, to offer support throughout the treatment journey.
Results and Metrics
The app was successfully launched in Q1 2024 in the U.S., garnering high user satisfaction across platforms.
The project fully utilized the "Agile methodology," fostering seamless collaboration between engineering, marketing, regulatory, and other departments. With over three patent submissions for its innovative features. It achieved a 4.6 out of 5 rating on the App Store and an impressive 4.9 out of 5 on Google Play.