Improving acceptance of a costly therapy
FEIBA is used in people with Hemophilia who develop inhibitors to Factor 8, as it bypasses them and enables clotting.
Hemophilia treatment is expensive and is given via government grants at specific hospitals who reserve annual budgets for a fixed amount of factors. There are only two brands in the market and FEIBA is almost twice the price of the other. This caused buying resistance. FEIBA, though premium-priced, is actually cost effective because of its superior efficacy - in terms of factor needed per patient, additional patients that can be treated in the center due to the amount of factor saved, total cost saved, etc. This had to be objectively proven to HCPs to get their buy-in.
What we did:
UX Strategy and Design
Testing and Deployment
We worked closely with the Takeda Sales and Medical team to understand the consultative selling process. Based on the information gathered, we developed a tool that contained a budget calculator along with the published scientific studies on which the assumptions were based. On entering details such as number of patients visiting their centre, and the proportion of patients administered with Takeda’s factor, they could calculate the total savings accrued, and the number of additional patients that could be treated as a result.
HCPs now have a new found respect for Takeda and they have been slowly, but surely, making changes in their Hemophilia treatment ideology. More than 20% of them have adopted prophylaxis as a means to improve Quality of Life.