Journey Builder - Salesforce Marketing Cloud

Challenge

To ensure the adherence of patients to the treatment related to the medicine Verzenio, used for patients with MBC (Metastatic Breast Cancer) and EBC (Early Breast Cancer), that started and remain in treatment. It is a treatment with a 24 month duration.

Facts

• 1 out of 5 patients discontinue the treatment due to unpleasant side effects¹ 
• > 80% of patients experience diarrhea once being prescribed Verzenio. Diarrhea side effects should be treated with antidiarrheal medication. 
• > 20% of those patients experience grade 2 and 3 (intervention necessary).
• Patients seek answers on digital channels not currently available. 

¹EBC Clinical trial data: ~ 17% of patients discontinue treatment due to unpleasant side effects.

My Role

As a leader of UX strategy in Lilly Pharma Spain, I defined research techniques for the discovery phase, validation of ideas and design of assets, collaboration sessions with stakeholders (business, marketing, research, and development team), definition of journey in Salesforce Marketing Cloud and finally layout of emails in HTML and CSS.

Data on which we support initial decisions

• Survey data conducted by MBC community leaders.
• We conducted interviews with nurses who followed up on the program of this type of cancer, and who were the people closest to the patients. They also followed up and communicated by phone with the patients.

Some obstacles or frictions that we encountered and how we solved them.

It was the first time that a 100% digital program would be launched and the communication channels that patients used to contact the HCP (Health Care Providers) would be eliminated.

We did not know the tone of voice and communication rules already established in our client’s company.

Delivering a validated solution

 

The proposal we validated with users

Integrated Digital Experience

We presented in the interviews the 11 e-mails designed to understand what kind of content they expected, if the channel seemed simple, what they missed, etc. Example of the data collected from the evaluation of E-mail 1:

 

First impression of the Lilly Patient Program

Must-Haves Prevention of the side effect diarrhea Medical information about diarrhea Tips/infos about nutrition (e. g. what to eat/avoid) Information about further physical side effects Information about psychological side effects (emotional support, contact persons / contact points Individualizable newsletter (through requesting individual information during registration) Tips/strategies on how to cope with diarrhea in their daily life No-Gos Too many e-mails Advertising Too precise descriptions of diarrhea    The solution based on learning   Measurement Plan

 

Tools used in the UX process

Research and discovery

• Survey and interviews
• Persona
• Customer Journey Map

Definition and co-creation

• Figma
• Miro 

User Testing

• Zoom and Maze

Development

• Journey Builder – Salesforce Marketing Cloud