Project Scope
This project aimed to develop an interactive digital sales aid for Tresiba® (insulin degludec injection), a product from Novo Nordisk, specifically targeting healthcare professionals to educate them on the benefits of Tresiba® in reducing the risk of hypoglycemia and improving patient outcomes. The scope included creating a compelling narrative around "reducing patient's risk of hypoglycemia," emphasizing Tresiba® as a primary choice, and highlighting its impact on cardiovascular risk, overall hypoglycemia prevalence, and the unique properties of the Tresiba® molecule. The digital aid needed to effectively present complex clinical trial data (like DEVOTE and SWITCH 2 trials) in an easily digestible format, demonstrate the product's availability in FlexTouch® pens, and provide clear, referenced scientific information. The project also required a visually engaging metaphor, such as the "calm waters" theme, to reinforce the product's benefits in maintaining glycemic stability
Design Process
The design process focused on translating complex medical information into an intuitive and engaging digital experience for healthcare professionals. Beginning with a central metaphor of "calm waters" and a swimmer navigating potential risks (sharks representing hypoglycemia), the visual design aimed to create an immediate emotional connection and underscore the product's benefits. Each section, such as "Start the Journey," "Reduce the Risk," and "Calm Waters," was designed as a distinct narrative chapter, guiding the user through the information systematically. Interactive elements were crucial; for instance, the "Overview" section featured clickable areas for "Impact on CV Risk," "Prevalence," and "Hypoglycaemia," allowing users to delve deeper into specific topics. Data visualization played a significant role, with large, impactful numbers like "42% reduction" and "4x lower variability" being prominently displayed alongside clear graphical representations. The molecular animation illustrating Tresiba®'s slow, consistent release was integrated to explain its unique mechanism of action. User interface elements, such as the top navigation bar and persistent bottom navigation for essential resources (R, SmPC, aPI), were designed for ease of use and quick access to critical information, maintaining a consistent brand identity with Novo Nordisk and Tresiba® logos. The design also incorporated pop-up information or expanded views for detailed clinical trial information and product features, such as the benefits of the FlexTouch® pen.
Results
The resulting digital sales aid for Tresiba® successfully provides healthcare professionals with a dynamic and informative tool. It effectively communicates the product's key benefits, particularly in mitigating the risk of hypoglycemia and offering daily predictability, leveraging compelling visual metaphors like the "calm waters" to enhance understanding and retention. The clear presentation of clinical data, such as the 42% reduction in nocturnal hypoglycemia and 4x lower day-to-day variability compared to Glargine U100, is impactful and data-driven. The inclusion of interactive elements, such as clickable information points and a molecular animation, allows for a personalized and deeper exploration of the content. The sales aid also highlights the practical advantages of Tresiba®'s delivery system, the FlexTouch® pen, emphasizing its ease of use and patient preference. Overall, the project delivered a highly effective and visually appealing digital tool that supports sales representatives in communicating the value proposition of Tresiba® to healthcare professionals, ultimately aiming to improve patient outcomes by facilitating informed prescribing decisions.
