Client: GlaxoSmithKline (GSK Respiratory)
Agency: Hive + Ebee
Project: Patient Journey Experience at ERS International Congress 2016
Role: Digital Art Director
Background:
ERS International Congress is the largest respiratory meeting in the world bringing together healthcare professionals from all areas of respiratory medicine. The 2016 event was hosted in London at the ExCel Centre. Around 20,000 delegates met to discuss the latest developments in the respiratory field across 400 sessions. Covering key topics in respiratory medicine from across the spectrum of disease areas including TB, lung cancer, pneumonia, cystic fibrosis, COPD, and asthma amongst others, Congress was the best place to build skills and knowledge through hearing the latest topics in the field.
My creative solution was to have the HCP interact with a patient via an interactive touch screen that would reflect the Q&A process in a real consultation. This became the Virtual Patient Clinic. Each question had a choice of answers depending on the patient chosen; this then informed the next question and helped to create the decision making path the HSP would follow.
Design:
Using videos of prerecorded patient feedback (actors) I designed an intuitive UX interface that gave a sense of real patient interaction.
The purpose of this Virtual Patient Clinic was to reinforce decision making paths chosen by the HCP and to assess the results in comparison to other HCP’s to give a broader view on decision making and how to improve HSP/patient interaction.
Examples of the screen interface designs.
Outcome:
The interactive experience was a new approach by GSK and was appreciated by healthcare professionals (HCPs) who it was created for. It set a president in out GSK can make its exhibition events more interactive in the future.
