The Kaletra Global team had conducted HCP and patient research to better understand what patients go through upon being diagnosed HIV+. The marketing team’s challenge was to bring the patient journey to life in a meaningful and impactful manner. Our objective was to encourage HCPs to think about their patients not as a lab value (e.g. viral load number), but as a person who has to cope and live with a long-term disease. The strategy was to take real-life HIV+ patients and have them speak about different ‘moments of meaning’ during their journey being HIV+. We executed the strategy through an iPad application that highlighted different phases of a patient journey that was illustrated by patient testimonials. Overall, the app was very well received by physicians and allowed the Kaletra sales force to gain more time with physicians and even provided access to physicians never seen before.

We were challenged to “bring the patient journey to life.” We interviewed patients to learn more about their experiences being HIV+ from being diagnosed to learning to live with the disease. Based on their stories, we filmed patients and fully designed and developed the app.

The creative is demonstrated by the simplification of a broader patient journey map into 6 keys areas that patients typically experience. The home page interface was designed as a constellation road map because everyone’s journey is different and can take different paths. Patients can experience different moments of meaning at different periods of their lives & for distinct periods of time based on experiences and interactions. This was appropriate for Kaletra because while many Kaletra patients have common experiences, how they go through those experiences are very individualized to that patient, just as HIV therapy needs to be individualized based on the needs of patients.

The app was released to the sales force in February 2014 at the Kaletra National Sales Meeting. Sales reps provided positive feedback based on their use of the app. Due to its uniqueness of information, many HCPs were very interested in learning more from sales reps about the broader issues affecting patients and their journey on HIV therapy. Many sales reps also reported getting access to engage with HCPs they were never able to interact with previously. App metrics indicated strong use across the broader sales force.