SUBLOCADE HCP WEBSITE

Overview

The Sublocade website is part of a campaign, marketed towards Health Care Professionals (HCPs). The goal of the website is to provide education options, build communities, and show that Sublocade is an ally.

My Team

Strategy, medical consultant, copywriters, art directors, editorial, account, integrated production

Project Outcome

I led the execution of the website by initiating a mood board & wireframes. I worked alongside both my creative & non-creative teammates in order to put together a solution that aligns with the brand, campaign goals, and campaign deliverables.

My Role

Lead UX/ UI Designer

Time Frame

June 2022- August 2022

Market Research- Medical Overview

These are insights and statistics my team and I found. Below is some information about the Opioid Crisis, Opioid Use Disorder (OUD), and Sublocade alternatives.

Opioid Crisis

14,000+

Substance abuse facilities in the U.S.

130+

Deaths daily from opioid-related overdose in 2018

15.6

Million illicit opioid users worldwide

1.27

Million Americans receive MAT

10.3

Million illicit opioid misuse nationwide

Opioid Use Disorder (OUD)

12-Step Programs

12-Step Programs are:

• a set of principles
• complete abstinence

“Most folks who work with addiction have a pet theory of how to explain addiction or how people recover. For instance, people will swear that the only way to get clean is through 12-step programs with all of its philosophical tenets.”

- Addiction Counselor

Medication-Assisted Treatment (MAT)

Medication-Assisted Treatment (MAT):

Behavioral Therapy
Counseling
Medication

Problems with MAT:

Social Stigma
Relapse
Misunderstanding

“Unfortunately, tools such as MAT are underutilized, largely because of stigma and misunderstanding.”

- Social Work Today

Medication Comparison

Suboxone

• Taper
  
• Daily dosing
  
• Sublingual film or tablet

Vivitrol

• No taper
  
• Serious side effects
  
• Intramuscular injection
  
• Must be opioid free

Methadone

• Taper
  
• Daily dosing
  
• Physical dependence
  
• Diversion and abuse
  
• Many side effects

The Unmet Needs: Sublocade

This is where we begin to define the problem regarding the relationship between Healthcare professionals and their patients.

Patient Factors

• Social Stigma
  • Subdermal Injection
  • Buprenorphine formulation
• Relapse
  • Non-compliance issue
  • Consistent Dosing

Social Work/ Counselors

• Burnout
  • Give back control to the social workers/ counselors

The Strategic Challenge

How might we get social workers and counselors to advocate for SUBLOCADE for appropriate OUD patients?

MAT Stigma & Misconceptions

• Trading one addiction for another​
• Increases overdose risk​
• Abstinence is better than MAT
• Poor patient experiences

Burnout Rates of non-prescribers

• Substance abuse counselors averaged an annual turnover rate of 33% before the opioid epidemic started gaining momentum — on a bad year, it could be up to 50%.

Achieving Patient Goals & Compliance

• Social workers and counselors set patient goals to assist with a full recovery.
• "My favorite part of the sublocade injection is that it freed me from having to take something every day" -12 year suboxone user

Personas

Here, we have Stephanie & Jerry— two HCPs who struggle to help their patients overcome OUD.

Biggest Opportunity

 These are areas where we hope to improve the work of HCPs so that they could better help their patients.

Strategy

This is how we will make a connection between the benefits of Sublocade and HCPs.

• Act as a Partner
  

• Educate

• Give Back

• Instill Confidence

The Problem

Social workers and addiction counselors still hesitate to advocate for SUBLOCADE because they have concerns regarding the potential for addiction and abuse of Medication-Assisted Treatment (MAT). ​

The Change (our wanted outcome)

Empower social workers to have the confidence to advocate for SUBLOCADE as an OUD treatment.​

The Insight

The value of non-prescribers' jobs is measured by helping OUD patients recover and achieve goals in their normal life.

• ​"Best part: Seeing people get better.
  
• Worst part: When they don't get better, and you helplessly watch someone's life utterly disintegrate under the weight of an addiction the person can't beat."

Creative Charge (slogan)

Confidently free your patients from the cycle of addiction.​

Quotes

The following quotes give an inner look at what counselors and social workers experience when dealing with patients.

"This population is hard. It sometimes feels like you're spinning your wheels and have more unsuccessful cases than successful ones. I honestly sometimes find it overwhelming and exhausting."

"Feels as though she is the only hope left for her patients — feels the pressure – like she’s letting them down."

"It just got so overwhelming thinking about: is everybody safe, how do we get people in treatment? What do we need to do? Weeks would go by, and you just — you’re just depleted.”

Our Core Message:

Your Story

Your Passion

Your Worth

Timeline

Below is the order in which the campaign tactics will be introduced. 

Paper Wireframes

These are quick sketches to get an idea of how the website might look like.

Website

After getting my initial thoughts out on paper, I worked with my creative teammates to build out wireframes, & then the final website.

1. The first step Stephanie would take towards educating herself would be to take a training module.

2. To get a personalized training program, Stephanie first fills out a survey to gauge what areas she might need extra training in.

3. The survey contains questions surrounding Stephanie's occupation & her experiences with patients dealing with addiction.

4. After filling out the survey, Stephanie can now start taking the training modules.

5. Stephanie earns 1 certificate & levels up in her training after every 4 modules. She can continue to train after receiving a certificate if she chooses.

6. When she goes back to the training page, Stephanie can easily see which modules she has completed.

Userflow of the training section

The "Your Worth" Filters are to be used by HCPs to foster solidarity & motivation.

This page shows Stephanie's experience with Sublocade. Other Healthcare Professionals are able to view it to get a sense of motivation and inclusivity.

The Sublocade Stories page houses both testimonials and ambassador stories that represent and back Sublocade.

KPIs

Below are the tactics used in our marketing campaign, with the respective KPIs would be measured as part of the next steps.

Design Style Sheet

Reflection & Next Steps

Reflection

This was my first time having a role as an intern in an agency setting. This is truly where I learned how to juggle multiple projects in a fast-paced environment. A challenge I faced as a UX designer was getting buy-in and persuading my non-creative teammates to get on board with my ideas and decisions. I learned to become a better leader by facilitating meetings and taking the lead on the execution of the website. In the end, I was able to work with my team to meet tight deadlines and present a polished campaign that included website mockups, prototypes, and print deliverables.

Next Steps

• Implement agile UX for more iterations
• Conduct user testing
• Build out a full-scale interactive prototype/ MVP