STELARA
Bridging Device Usability with Patient Confidence
PROBLEM
Janssen's market-leading IBD drug STELARA® was introducing the One Press, a new self-injection device (pre filled pen) for patients with Crohn's disease and other autoimmune conditions.
Previous launches of similar devices in the category had revealed significant training gaps, leading to patient confusion, improper use, and increased support calls. The challenge was to reimagine the entire patient and provider experience, ensuring confidence and ease of use, while clearly differentiating One-Press from traditional auto-injectors.
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SOLUTION
Through primary research, we discovered that patients wanted more control over their injection experience but needed confidence through clear, accessible training. Healthcare professionals (HCPs) require straightforward, effective tools to train patients and reduce errors.
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Patient Training Ecosystem: Created a multi-touchpoint learning system, including a digital trainer with 3D visualizations, instructional videos featuring real patients, and intuitive print guides with clear visuals and simple language.
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Brand Integration: Developed the creative concept "Same STELARA. Even better experience," emphasizing enhanced control, convenience, and confidence for patients while maintaining the trusted STELARA brand equity.
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Launch Support: Equipped field teams with demo devices, FAQs, and troubleshooting guides to ensure seamless onboarding for both patients and providers.
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HCP Training Materials: Developed comprehensive, step-by-step training protocols and materials for HCPs, clearly differentiating One-Press from auto-injectors and highlighting its unique patient-controlled features.
OUTCOMES
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Significantly improved patient confidence and satisfaction with self-injection, as measured by post launch surveys and support call reductions.
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Reduced training-related issues by 78% compared to previous device launches.
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Increased HCP confidence in recommending self-injection to appropriate patients, leading to broader adoption of the One-Press device.
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Strengthened STELARA's market position through an enhanced patient experience, reinforcing its leadership in the biologics category.
