Resources for people with ILD

Support patients with ILD: identify early, diagnose confidently, and treat promptly.

  • This is My ILD Story

  • Find a Pulmonologist

  • Integrated Digital Diagnosis Experience

What I did:

Client: Boehringer-Ingelheim

Unbranded Project: https://www.lungsandyou.com/

Deliverables:

Project type and deliverables:

  • UX Design

  • UI Prototype (InVision)

  • Patient/ User Insights (BI Patient Research findings/ Hotjar Survey)

  • UI Design (Client: Sketch,
    Wunderman Thompson: Figma)

  • Product Owner

Background

Project

Support early diagnosis and prompt treatment of pulmonary fibrosis by increasing awareness and education of the broader ILD (interstitial lung disease) category.
Strengthen OFEV’s position in the market as the preferred treatment and leader in the ILD space.

Problem

Why do we need L&Y?

Patient Research Insights

Patient decline is invisible – and so is their role in management

  • Patients are unaware and uneducated about ILD, and so are their caregivers.

  • In the early stages, the symptoms and associated impacts are hidden by aging, and the progression is slow enough that it is not to be recognized until it is too late.

Problem

ILD is a rare disease

In the United States, a rare disease is defined by the Orphan Drug Act as a disease or condition that impacts fewer than 200,000 people.

(In other words, 60 per 100,000 individuals)

~55%

of people with ILD, including IPF, reported at least one misdiagnosis

~ 14% were initially misdiagnosed with asthma
~ 13% with pneumonia
~ 12% with bronchitis
~ 10% with allergies
~ 7% with chronic obstructive pulmonary disease (COPD)

Patient Research Insights

  • “There are no treatments, these drugs don’t work. I see people who take them and they are gone in 6 months, I see people with no medications and they’re in their tenth year..”



    B07- Patient Reflective Journey

  • “I remember being scared, also thinking I was older and not doing much with my life, it wasn’t going to change much but I didn’t really know what to expect and wished my husband was around to help me remember things and think of things.”

    L11 – Patient Reflective Journey

  • “I am trying to keep my wife from falling into that pit of anger with me, this has wrecked her life in too many ways, we are trying to appreciate what time we have left.”

    V51 – Patient Reflective Journey

  • “Future? What future, there’s not much future.”

    B56 – Patient Reflective Journey

Background

What is ILD?

ILD (interstitial lung disease) is an umbrella term for a group of 200+ disorders that cause fibrosis in the lung interstitium.
(A space in the lungs where lung tissue comes into contact with the immune system, blood vessels, nerves, or elastic and connective tissues)

Terminology for Clinical Trials:


Fibrosis = Scarring

Chronic = Long-Lasting

Progressive = Worsening = Progression

How Might We Statement

"How might we develop more effective, accessible diagnostic tools and treatment options for individuals with interstitial lung disease (ILD) to early detection, improve patient outcomes, and ultimately enhance their quality of life?"

What I did for this project

Solution

As a user experience designer, I led the designs for understanding the patient journey from early diagnosis to disease management via various campaigns through different media platforms.

  • Lungs and You Website

  • OFEV Website

  • Email Streams

  • Web Advertisements

Impact

Site visits increased 46% YoY, driven by a 60% increase in paid media traffic (display, search, and social), garnering 48% of total site visits (235K) and increasing site visits by 88K YoY

Contact me to learn more about the uniqueness of working in the heavily regulated Health and Wellness industry that impacts the Direct-to-Consumer Advertising business.