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<v Speaker 1>We are going to now move on to our next

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<v Speaker 1>session for accelerating patient enrollment by deploying a product model approach,

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<v Speaker 1>and I'd like to welcome our two speakers to the stage.

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<v Speaker 2>Hello.

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<v Speaker 3>I am Tara Schultz. I am an Associate director in

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<v Speaker 3>Drug Development IT at Bristonal Meyer Squib. I am the

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<v Speaker 3>IT product manager for patient Recruitment him.

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<v Speaker 4>My name is Chen Deep. I'm the product designer at

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<v Speaker 4>Bristo my squip.

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<v Speaker 1>Thank you.

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<v Speaker 3>So there's been a lot of talk at this conference

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<v Speaker 3>and in the industry about AI. This talk will not

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<v Speaker 3>be about AI, will be other things in it. We're

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<v Speaker 3>going to discuss how we implemented a product model and

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<v Speaker 3>product thinking which helps us with a build a strong

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<v Speaker 3>foundation so that you can take advantage of all the

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<v Speaker 3>technology has to offer, including AI.

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<v Speaker 4>Right. And it's also not about diversity, but it's about

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<v Speaker 4>talking to your patients about problems that you're going to

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<v Speaker 4>solve for them.

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<v Speaker 3>So we're going to talk about our new website, which

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<v Speaker 3>is BMS Clinicaltrials dot com. It is a global website.

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<v Speaker 4>Yep, so we have a global reach. We had available

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<v Speaker 4>globally in multiple languages, attracting a significant number of visitors

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<v Speaker 4>comprehensive search in terms of accessibility for our patients, caregivers

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<v Speaker 4>and healthcare professionals for BMS active recruiting trials. On our website,

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<v Speaker 4>patients can pre screen and for any recruiting trial and

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<v Speaker 4>then they can self refer themselves for the trial, find

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<v Speaker 4>out the sites, and register themselves for the trial for

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<v Speaker 4>those sites.

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<v Speaker 3>So our current our prior website which is BMS studyconnect

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<v Speaker 3>dot com, we got a lot of feedback. We talked

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<v Speaker 3>to a lot of people. There was a poor website

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<v Speaker 3>user experience. Our patients gave us feedback that they were

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<v Speaker 3>having difficulty doing the primary things that they wanted to

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<v Speaker 3>do on the site with inefficient SEM and virtually non

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<v Speaker 3>existent SEO. So our search engine marketing efforts were not

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<v Speaker 3>as effective as they should have been. We were getting

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<v Speaker 3>a low referral rate and no one was seeing us

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<v Speaker 3>on the seer piece. Patients were struggling to find the

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<v Speaker 3>trials and find what they needed.

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<v Speaker 4>And.

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<v Speaker 3>We also didn't really appear on any search results, so

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<v Speaker 3>we couldn't leverage what we were doing right.

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<v Speaker 4>So to overcome these obstacles, these problems, we adopted a

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<v Speaker 4>product thinking approach dive into what that means product thinking

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<v Speaker 4>combines product model and design thinking principles, and what it

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<v Speaker 4>allowed us to do is to really focus on user

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<v Speaker 4>center design while making iterative improvements. We started with defining

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<v Speaker 4>our product vision, what problem our product is going to solve?

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<v Speaker 4>Is it going to solve and how is it different

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<v Speaker 4>from other products that are existing in the market. So

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<v Speaker 4>we looked at other competitive websites and saw what value

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<v Speaker 4>they were offering to the patients, what kind of problem

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<v Speaker 4>they were solving, And we also did our own user research,

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<v Speaker 4>so we reached out to patients. We interviewed the patients

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<v Speaker 4>and understood and mapped their journey throughout the trial and

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<v Speaker 4>different steps about from diagnosis to finding about trials, searching

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<v Speaker 4>for trials, and then referring themselves for the trials. At

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<v Speaker 4>a very early stage, we showed them the new website markups,

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<v Speaker 4>compared them with the older version, and try to find

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<v Speaker 4>out what really works for the patient because we wanted

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<v Speaker 4>to listen to them, We wanted to understand their pain

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<v Speaker 4>points and we wanted to see how we can solve

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<v Speaker 4>their problems by listening to them. And we spent most

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<v Speaker 4>of the time defining the problem and then itating prototyping

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<v Speaker 4>building it with our business stakeholders and with of course

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<v Speaker 4>our patients, testing and validating getting the feedback on the

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<v Speaker 4>improved designs. So on the right hand you see typical

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<v Speaker 4>design thinking steps and on the left you see the

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<v Speaker 4>product model approach. How it really couples to call it

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<v Speaker 4>a product thinking approach. And this is an example of

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<v Speaker 4>the patient journey that we mapped out from diagnosis to

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<v Speaker 4>finding about trials, lanning on the website, checking their eligibility

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<v Speaker 4>of pre screening, and then selecting a site and registering

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<v Speaker 4>them for the trial. And for each step along the way,

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<v Speaker 4>we identified their actions, activities, who they were talking to,

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<v Speaker 4>what kind of interactions they were having, what might be

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<v Speaker 4>influencing their decisions, their sentiments, thoughts and challenges. Now this

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<v Speaker 4>is the simplified version of the patient journey. We, of course,

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<v Speaker 4>you did it very exhaustively with our patients, and this

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<v Speaker 4>was fundamental for our transition from BMS studyc connect dot

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<v Speaker 4>com to BMS clinical trial.

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<v Speaker 3>So how did what did we do differently this time

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<v Speaker 3>that we hadn't done before. So the first thing we

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<v Speaker 3>did was we focused on MVP. That's our minimally viable product,

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<v Speaker 3>that is the least amount of functionality that you need

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<v Speaker 3>that will have the greatest impact. So in order to

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<v Speaker 3>get to the MVP, you have to ruthlessly prioritize. That

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<v Speaker 3>means saying no to most just about everything. You really

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<v Speaker 3>got an arrow it down. We said no a lot.

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<v Speaker 3>We deprioritized a lot, but it did help us with

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<v Speaker 3>the first goal, which is focusing, and everything that we

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<v Speaker 3>did had to correlate to an actual business, a measurable

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<v Speaker 3>business outcome. If we couldn't do it, it wasn't going

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<v Speaker 3>to get prioritized in our release.

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<v Speaker 4>Right. And the outcomes were impressive. We achieved three times

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<v Speaker 4>faster delivery and significantly reduced time to market. We achieved

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<v Speaker 4>seven times more refles than we had compared to last year.

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<v Speaker 4>Our solution was cost effective as compared to the vendor

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<v Speaker 4>solution at that time it was proposed, so we saved

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<v Speaker 4>ninety percent or within that budget, and then also conducted

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<v Speaker 4>user research within the same budget, so we were able

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<v Speaker 4>to define value and focused on key metrics rather than

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<v Speaker 4>website metrics. We were focusing more on patient metrics, what

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<v Speaker 4>how many referrals we were getting. We were showcasing active

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<v Speaker 4>recruiting trials on the website. We reduced the number of

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<v Speaker 4>pages external or exit links, and that really significantly helped

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<v Speaker 4>us reduce the bounds rate and increased engagement and search

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<v Speaker 4>engine rankings, which in a way means that patients could

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<v Speaker 4>find us higher on the search results when they would

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<v Speaker 4>Google for a clinical trial, for example Looper's Clinical Trials.

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<v Speaker 4>At the same time, this also made our campaigns more effective,

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<v Speaker 4>so more ROI on each taller spent and we were

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<v Speaker 4>continuously improving delivering iteratively within two week sprint so business

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<v Speaker 4>could see value more quickly, so business was happy as well.

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<v Speaker 4>And all of this didn't come without any challenges. Our

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<v Speaker 4>approval process was the most difficult, as you would know

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<v Speaker 4>working in FHARMA. Navigating approvals from business stakeholders to legal

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<v Speaker 4>to IRB stakeholders and then aligning them with our product

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<v Speaker 4>roadmap was the most challenging task. And then maintaining redirects,

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<v Speaker 4>ensuring seamless flow of analytics for the campaigns that were

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<v Speaker 4>already running and making sure when people are searching for

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<v Speaker 4>those campaigns they were hitting the right URLs. When we

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<v Speaker 4>switched to the new domain and those analytics or metrix

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<v Speaker 4>also flow to the dashboard for our business users and

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<v Speaker 4>of course, resource allocations is a lot of work was

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<v Speaker 4>UI development and development on aem Adobe Experience Manager on

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<v Speaker 4>which our website is built, so that required a small

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<v Speaker 4>investment as well. And now Tara will sum up what

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<v Speaker 4>it meant actually for our different stakeholders.

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<v Speaker 3>So we had three groups of stakeholders. We have our operations, counterparts,

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<v Speaker 3>our patients, and obviously we're in it, so we're stakeholder

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<v Speaker 3>as well. So for the business we're we did accelerate

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<v Speaker 3>our delivery significantly prior to the year's past. Uh, it's much.

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<v Speaker 3>We've provided a very cost efficient solution and we increase

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<v Speaker 3>the visibility on our search engine result pages. Now for

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<v Speaker 3>our patients, you know, which is what this is really

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<v Speaker 3>all about. We gave them a much much easier use

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<v Speaker 3>to use interface, so the user experience was enhanced. We've

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<v Speaker 3>received seven times the amount of self referrals this year

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<v Speaker 3>versus last year, and the trend is accelerating. So this

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<v Speaker 3>shows us that people are really coming to our site

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<v Speaker 3>to find a trial that they can qualify and enroll in.

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<v Speaker 3>And we had to reduce bounce rate. A bounce rate

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<v Speaker 3>is how long someone will spend on your website, so

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<v Speaker 3>the lower it is the better. It means that people

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<v Speaker 3>are actually coming to your site, want to be on

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<v Speaker 3>your site, and are engaging with your site. And from

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<v Speaker 3>the IT perspective, we came up with a templated design,

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<v Speaker 3>so it makes it much easier to implement, so we

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<v Speaker 3>can keep that delivery pace of every two weeks and

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<v Speaker 3>making sure that we're giving the business what they need

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<v Speaker 3>when they need it. The reduction and the amount of pages,

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<v Speaker 3>as well as the size of our site map makes

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<v Speaker 3>it much easier to maintain. There's a lot of focus

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<v Speaker 3>right now on IT maintenance costs, so any solution that

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<v Speaker 3>we put in, we really had to focus on how

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<v Speaker 3>much the maintenance was going to be around that product.

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<v Speaker 3>So a few things that we did so we did

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<v Speaker 3>strategic collaboration, so we worked with the business and the

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<v Speaker 3>operations team and they give us the strategy. They left

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<v Speaker 3>it to it to do the technical or the tactical

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<v Speaker 3>implementation with our technical tools using the patient insights that

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<v Speaker 3>we get aathered, you can really accelerate your product goal

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<v Speaker 3>if you have clear high level goals. If your goal

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<v Speaker 3>is to increase patient recruitment, that's the goal. It's one goal,

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<v Speaker 3>it's not seven goals. It makes it much easier keeping

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<v Speaker 3>our scope tight. This is always difficult because everybody likes everything,

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<v Speaker 3>but we weren't able to do that. We dropped a

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<v Speaker 3>lot of functionalities and in each priority, in each product cycle,

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<v Speaker 3>we prioritize what could be dropped rather than added. So

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<v Speaker 3>you really need to look at your backlog and see

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<v Speaker 3>what it is that is really going to move the

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<v Speaker 3>needle for your patients and your organization. And since we

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<v Speaker 3>had so many stakeholders, we had a prioritization tech list

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<v Speaker 3>so we could balance the goals of the different groups

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<v Speaker 3>and assess the impact accordingly, because it doesn't always align correctly.

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<v Speaker 3>So in this instance we have a few backlog items.

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<v Speaker 3>We give it a number from one to five for

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<v Speaker 3>business value, same scale for patient impact. Effort is the inverse,

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<v Speaker 3>so we want it to be a low effort item,

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<v Speaker 3>urgency and then the maintenance burden. It gives us a

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<v Speaker 3>total score and that helps us prioritize our items so

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<v Speaker 3>we can deliver more effective solution quicker.

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<v Speaker 4>Awesome. Now it's time to showcase our product, though the

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<v Speaker 4>links might not work, so we have put together screenshots

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<v Speaker 4>at the last moment, so it is I see after all,

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<v Speaker 4>Come on, yeah, I know technical issue, Bree, could you

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<v Speaker 4>show the screenshot for the older version of the website.

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<v Speaker 4>What I really wanted to do here is to show

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<v Speaker 4>you the old version and how it looks like. This

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<v Speaker 4>is our older website, and since our website is also available,

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<v Speaker 4>we get in the transition transitioning phase, so it's available

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<v Speaker 4>for some other countries as well. This is the Canadian version.

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<v Speaker 4>If you see the hero image, it doesn't really connect

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<v Speaker 4>with all the diverse patient profiles that we would like

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<v Speaker 4>to capture, and of course it doesn't focus on the

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<v Speaker 4>patient much. And then there's no menu on this website

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<v Speaker 4>on the older version, so that's also not an SEOS practice.

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<v Speaker 4>You have to have a menu so that when the

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<v Speaker 4>search engine bought really crowls your website, it finds out

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<v Speaker 4>the most important pages and gives the best experience to

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<v Speaker 4>the user who are searching and finding that relevant search

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<v Speaker 4>in Google. We can't, of course scroll it down, but

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<v Speaker 4>this website had a long scroll and then also a

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<v Speaker 4>lot of fasted real estate and a lot of exit

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<v Speaker 4>links right from the homepage, which we rectified in the

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<v Speaker 4>new version. So can we go to the new version now?

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<v Speaker 4>So this is how the new version looks like it's modern,

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<v Speaker 4>but it's also very minimal and it focuses on the

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<v Speaker 4>patient more. You cannot see the carousel of pictures that

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<v Speaker 4>we have implemented, so we have put together screenshots capture

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<v Speaker 4>all the diverse patient profiles. These are not all the

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<v Speaker 4>diverse patient profile spot although that we could get approved

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<v Speaker 4>in the minimum time frame that we could. It does

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<v Speaker 4>put our patient and focus so they are able to connect.

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<v Speaker 4>And of course the name of the website, it's no

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<v Speaker 4>longer called BMS Study Connect because we realized Study Connect

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<v Speaker 4>could not connect with our patients, so BMS Clinical Trials

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<v Speaker 4>was a more obvious choice. And please go ahead check

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<v Speaker 4>it out on your mobile desktops and let us know

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<v Speaker 4>your feedback. Thank you so much for your time. If

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<v Speaker 4>there any question answered, we will be happy to take it.

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<v Speaker 4>Don't hesitate, this is not a plant question.

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<v Speaker 2>Full disclosure. I talked to Terra yesterday this and it's

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<v Speaker 2>fantastic because the multiple of seven referrals is very interesting

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<v Speaker 2>when you're in the clinical operation space. Obviously, the one

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<v Speaker 2>of the key pieces a lot of us are interesting

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<v Speaker 2>when you're advertising studies is the content itself. I'm just

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<v Speaker 2>very interested in because of the basis of the functionality,

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<v Speaker 2>it sounds like it's pretty much a keep it simple,

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<v Speaker 2>stupid type mentality. We think in that with regard to

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<v Speaker 2>the content thing and then presenting, because obviously the protocols

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<v Speaker 2>themselves are extremely complex, and a lot of this conference

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<v Speaker 2>is about how we best engage patients by making it

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<v Speaker 2>as simple as possible. So I guess how you're generating

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<v Speaker 2>that content, and then how you guess being able to

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<v Speaker 2>that process of bringing it to making sure it's as

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<v Speaker 2>understandable for patients to engage with right.

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<v Speaker 4>So I think as part of our prioritization we focused

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<v Speaker 4>on as part of our MVP, we started with the

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<v Speaker 4>protocol page three design and from our patient interviews, we

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<v Speaker 4>understood what's more important to the patient. For a patient,

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<v Speaker 4>what's important is their disease. For sometimes when you go

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<v Speaker 4>to any website, any clinical trial webs you see various categories,

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<v Speaker 4>but they don't make sense to the patient. For the patient,

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<v Speaker 4>it makes sense as their disease. So when you see

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<v Speaker 4>the new version of the website, you would see there

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<v Speaker 4>are two filters there, disease and location. We also understood

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<v Speaker 4>from the patient interviews that location is the most important

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<v Speaker 4>factor when they go ahead and select a site after

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<v Speaker 4>they are matched to a trial. So it's important for

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<v Speaker 4>them to know if you know, the site is closer

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<v Speaker 4>to them, and it's also helpful later on reducing the

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<v Speaker 4>drop rate. Right, So, considering these two important factors, considering

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<v Speaker 4>the patient experience and what we understood from the interviews,

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<v Speaker 4>we kept that as the most important item on our

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<v Speaker 4>backlog and move that and push that for the MVP.

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<v Speaker 4>And that's how our protocol pages also look like I

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<v Speaker 4>can't show you right now, but if you go ahead,

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<v Speaker 4>you know when you will check it out. You'll see

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<v Speaker 4>on the top right we have the nearest recruiting site section.

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<v Speaker 4>As soon as you've you entered the location, you'll see

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<v Speaker 4>if there's a site closer to you or not. So yeah, really,

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<v Speaker 4>patients driving that experience for themselves is what is the

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<v Speaker 4>approach that we are following.

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<v Speaker 3>Thanks,