The role of user experience design in pharma and health-tech.
- a general introduction:
The life-cycle of pharma and health.tech products is naturally divided into different areas that involves different stakeholders - from R&D to regulatory, to marketing to patient support. However, design cuts across this natural division as a quality that influences the business objectives of each of these phases. For instance, design can play a central role in ensuring strong clinical documentation and help build diverse claims. Design is also critical in enabling the successful deployment and adoption of products and treatments for a diverse set of stakeholders and users - from sales representatives, to HCPs, caregivers and patients.
We also see the role of design playing a larger role when new demands related to patient related outcomes and health economic outcomes. This puts a focus on how we can empower HCPs, care-givers and patients with user experience design in both clinical trials and patient support programs.
We also see demands for design when clinical trials evolve to become more longitudinal and shifts towards more decentralised out-patient treatment with fewer visits to clinics. This puts a huge demand on how to support correct self-treatment and data-sampling. User Experience design and the ability to factor in a broad scope of user needs that goes beyond the narrow “patient” mindset is critical to succeed in this decentralised approach.
The same logic applies to how we can support patients to integrate prescribed treatments into their lives for shorter or longer durations like chronic patients. Design plays both a role in supporting adherence but also in enabling the patient to reclaim as much quality of life as possible as a key measure of health economic outcomes. This becomes even more evident when access to qualified healthcare professionals is under pressure and becomes more and more limited.