Building better products with user personas in PharmaTech

When it comes to developing new software, it's always important to keep the end user in mind. This is especially true in the pharmatech space, where products often need to solve multiple problems and have a diverse range of user personas across different disease conditions. User personas are a valuable tool that can help companies to focus their product development efforts on solving specific problems for specific groups of users. By building personas that map out the needs and wants of target audiences, pharmatech companies can ensure that their products are uniquely positioned to appeal to potential users.

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We were recently told by a Senior Product Manager at a CRO that “Trying to build features that work for users with completely different needs is a challenge.”

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The array of different stakeholders often involved in the pharmatech decision-making process - from purchase, to deployment, and eventually use can make it difficult to identify a target audience for new product development. This often leads to products being developed without a clear understanding of the problem that needs solving, and who the end user will be. As a result, many pharmatech products fail to address the needs of their target audiences, leading to customer frustration and ultimately, poor sales.

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This is why it is important to take into consideration all of the different user personas that could be involved in the decision-making process, from sites and study teams to patients and their loved ones. By understanding the needs of all of the different stakeholders, pharmatech companies can develop products that are more likely to be successful in the market.

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An example of this is Consure's Qora stool management kit. This product was developed with a clear understanding of not only the needs of bedridden patients, but also the needs of the nurses and hospital staff who would be using it. By taking into consideration all of the different user personas involved in the product's development, Consure was able to create a product that met the needs of all stakeholders and resulted in improved patient outcomes.

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User personas are a valuable tool that can help companies to focus their product development efforts on solving specific problems for specific groups of users. By taking the time to develop user personas at the outset of product development, pharmatech companies can ensure that their products are more likely to be successful in the market.

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How can effective user personas can help to mitigate risk in product development?

Effective user personas consist of detailed descriptions of target audiences that include information on their needs, wants, and pain points. This type of information can be invaluable to providers during the product development process as it can help to guide decision making and ensure that products are being developed with the end user in mind.

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User personas can provide a clear understanding of who the end user is and what they need from a product. They can help pharmatech companies to focus their product development efforts on solving specific problems for specific groups of users. They can help to ensure that products are developed with all stakeholders in mind, and are effective for everyone that will use them, in whatever capacity.

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Effective user personas can help companies to identify potential risks associated with their products and take steps to mitigate those risks. The stakes are high in this industry, and by taking the time to understand the needs of all stakeholders involved, providers can develop products that are more likely to be successful in the market. At noun, we use a unique two week long design process to rapidly build and test prototypes. This is an iterative process heavily focused on understanding and finding solutions for the needs of different user cases. Get in touch with us to find out more.

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