Health Insurance Consumer Education

One of the world’s largest research-based pharmaceutical firms sought to promote more positive healthcare experiences by opening communication lines between patients and healthcare professionals (HCPs).

Challenge

As you take care of your health, it can be easy to get lost and not know where to turn. Nobody likes to admit it, but lots of patients walk out of the doctor’s office feeling more confused than when they walked in. Pfizer sought to help patients navigate the sometimes foreign world of healthcare in a way that was engaging and accessible. The solution would instill a greater sense of ownership in their treatment process so that patients could better understand and adhere to effective treatment regimens.

Approach

The Patient’s Guided Tour uses custom-produced, professional-grade video and presents situations that the patient can easily relate to and learn from to improve communication lines with their healthcare providers. Content is presented as an interactive map for patients to help them navigate the often unfamiliar world of healthcare. Final destination: A better healthcare experience.

Locations on the map correspond with phases of the patient visit. Users select a location and are guided by a narrator/travel guide to that location, where they witness vignettes of a variety of patients interacting with healthcare providers. Through interactivities and videos, learners understand the unique perspectives and challenges of both patients and healthcare providers.

Users are able to travel through the course linearly, but the potential non-linear access allows for the course to be used as a reference tool later.

Pfizer incorporated custom video and photography to create a succinct and professional-looking course. Users are engaged throughout their journey through the use of interactivities, including multiple-choice questions and rollover activities.

Outcome

The course, which was delivered to healthcare consumers via a free CD, equips the audience to improve their healthcare experience and presents Pfizer as an ally with both patients and healthcare providers.