Context

Boehringer Ingelheim (BI) has been at the forefront of digital health innovation, seamlessly integrating digital engagement and digital therapeutics into its strategic vision. Starting with pioneering digital learning tools in the 2010’s, BI has continuously expanded its initiatives through strategic partnerships, cutting-edge patient-centric solutions, and breakthrough digital platforms. Check out this groundbreaking project from 2013 that showcases our early dive into patient-centric and human-centric design—contributing to what is now shaping the future of digital healthcare.

Challenge 

Boehringer Ingelheim Italy reached out to us to develop an innovative physician engagement strategy, channeling it through MedTouch, their online platform tailored specifically for medical professionals that provides the latest medical insights and tools to enhance patient care.

They aimed to enhance doctors' soft skills development, particularly in patient communication and relationship management with online educational formats. The challenge was to transform dense scientific content into a dynamic digital experience for busy healthcare professionals that would improve educational outcomes and support the sales force, making it a useful resource for enhancing patient-doctor communication.

Furthermore, they wanted to create a training video series to support and empower their sales teams’ communication and storytelling skills. Directed at 18.000 Medical Science Liaison professionals, Sales Representative, and Functional Managers, these videos focused on making communication concepts emotionally impactful, concise and accessible.

Solution

Capabilities Developed for Boehringer Ingelheim

Patient-Centric Design & Digital Learning Tool Development:

• Interactive Online Course Creation: Neue Big approached this project with a product-oriented mindset, developing a comprehensive digital learning tool from scratch. This tool turned traditional slides and academic content into an engaging, easily accessible interactive online course. It featured original animations, custom visuals, and copy, all designed to provide a user-friendly educational experience.

• Innovative Visual Storytelling: The use of visual storytelling and animated explanatory video formats, including the creation of a visual iconic alphabet, helped in simplifying complex medical information and making it more accessible.

Key Components:

1. Need Assessment:

• Conducted a thorough “challenge diagnosis” and needs assessment to identify the specific requirements and goals of Boehringer Ingelheim Italy

• Mapped out a strategic plan to guide the content development and delivery

2. Concept and Format Development:

• Strategic planning to align engagement goals with digital educational content

• Development of cohesive learning modules

• Integration of interactive elements to enhance learner engagement

• Innovative approach to digital learning, leveraging visual storytelling and information visualization

• Use of animated explanatory video formats

• Creation of a visual iconic medical alphabet using custom icons

3. Content Strategy

• Comprehensive approach to transforming traditional knowledge content into digital format

• Ensuring consistency and quality across all multimedia elements

• Tailoring content to meet the specific needs of medical professionals

4. Digital Learning Experience:

• Custom-designed web interface with intuitive UX/UI

• Mobile-responsive design

• Front-end development using HTML5 and CSS

5. Soft Skills Development Content:

• Modules focused on patient-doctor communication

• Strategies for building rapport and trust

• Techniques for explaining complex medical information

6. Multimedia Resources:

a. Short-form - Animated Videos:

• 9 bite-sized, scenario-based animations

• Professional voice overs with dialogue and role-play narration

• Custom illustrations and motion graphics

• 5 training videos on communications skills

 b. Long-form Content:

• In-depth reading materials for download

• Re-structured and re-purposed for digital experience