Brand Strategy : Johnson & Johnson

Project Overview

Over an 8-month period, as part of a core team of six, I spearheaded the strategic brand development and execution of the Xarelto Patient Support Program. The initiative was designed to enhance patient experience and support through two key work streams: Behavior Change and Brand Engagement.

• Brand Engagement Strategist | Team of Six | 8 Months
• Services: UX Research | Brand Strategy
• Industry: Pharmaceuticals | Consumer Health

Key Responsibilities:

1. Behavior Change:
   • Develop strategies to encourage positive patient behaviors and adherence to treatment protocols.
   • Define gaps in educational resources and tools to facilitate a stronger patient understanding and compliance.
2. Brand Engagement:
   • Design a comprehensive brand engagement plan to strengthen patient connections with the Xarelto brand.
   • Research and understand multi-channel communication strategies to ensure consistent and impactful brand messaging.
   • Coordinate with healthcare professionals and stakeholders to align brand messaging with patient needs.

Research Objectives

1. Clarify the Fundamentals of Afib
   • Educate patients about Afib and its relationship to increased stroke risk.
2. Define Effective Daily Dosing Protocols
   • Establish clear and manageable dosing guidelines for patients.
3. Determine Patient-Healthcare Provider Connection
   • Investigate how patients connect with healthcare providers and the effectiveness of these interactions.
4. Identify Patient Pain Points and Opportunities
   • Understand patient challenges, uncover opportunities, and identify key determinants for successful treatment adherence.

Process

1. Strategic Questionnaire
   • Administered detailed questionnaires to subject matter experts within the Xarelto ecosystem to gather insights on content organization, approach, and objectives.
2. Ecosystem Mapping and Analysis
   • Mapped and analyzed the Xarelto ecosystem focusing on access points, content types, pathway structures, and relationship strategies.
3. Insight Uncovering and Opportunity Identification
   • Uncovered critical insights and identified potential opportunities for future content strategies aimed at improving patient experience.

Our goal was to enhance patient experience through targeted education, logistics, confidence-building, and motivation strategies, ultimately leading to better patient outcomes and higher satisfaction.

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Competitive Programs Brand Analysis

Conduct a comprehensive review of the current brand landscape of competitive Afib patient support programs. This analysis will focus on the following key areas:

1. Cost Support
   • Assess the effectiveness of financial assistance programs and cost-saving measures.
2. Medical/Brand Information
   • Evaluate the quality and accessibility of medical information and brand communication provided to patients.
3. Emotional Support
   • Analyze the availability and impact of emotional support resources offered to patients.
4. Education and Awareness
   • Review the educational materials and awareness campaigns aimed at increasing patient knowledge about Afib and its management.
5. Adherence/Reminders
   • Examine the strategies used to encourage medication adherence and provide reminders for patients.
6. Practical Support
   • Investigate the practical assistance provided, such as daily living aids and logistical support.

By understanding how competitors address these critical areas, we can identify industry norms and assess the effectiveness of various brand relationship strategies. This insight will help us enhance the Xarelto Patient Support Program and strengthen our brand's connection with patients.

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Brand Ecosystem Analysis

To identify and define the components of the Xarelto Brand Ecosystem, including Xarelto (the medication), CarePath, JanssenSelect, Xarelto Complete, and the "digital front door." This analysis will focus on three key aspects:

1. Individual Roles:
   • Define the role of each component as an individual entity within the ecosystem.
2. Experience Integration:
   • Determine how each component will be experienced alongside the Xarelto Patient Support Program brand.
3. Influence on Brand Design:
   • Assess how, if at all, these components will influence the verbal and visual design elements of the Xarelto Patient Support Program brand.

By understanding these elements, we can create a cohesive and integrated brand experience strategy for the Xarelto Patient Support Program that leverages the strengths of each component in the ecosystem.

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Strategic Opportunities:

The Xarelto Brand Ecosystem Analysis project revealed several strategic opportunities to enhance the Xarelto Patient Support Program:

1. Enhance Patient Experience:
   • Define and optimize the roles of each component within the ecosystem to create a seamless and cohesive patient journey, ensuring comprehensive and consistent support.
2. Improve Brand Integration:
   • Leverage the integration of components such as CarePath, JanssenSelect, and Xarelto Complete to strengthen brand cohesion and reinforce the overall brand message.
3. Optimize Communication Strategies:
   • Develop unified communication strategies that utilize insights from the ecosystem analysis to enhance patient understanding and engagement through consistent verbal and visual design elements.
4. Increase Patient Adherence and Satisfaction:
   • Address key areas including cost support, medical information, emotional support, education, adherence, and practical support to meet patient needs more effectively, aiming to boost adherence rates and patient satisfaction.
5. Inform Future Content Strategies:
   • Utilize the insights gained from the ecosystem analysis to identify potential opportunities for future content strategies, ensuring continuous improvement and adaptation to evolving patient needs.

These strategic opportunities provide a roadmap for creating a more integrated, patient-centric support program that not only strengthens the Xarelto brand but also significantly improves patient experience and outcomes.

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