Home infusion
on-demand
See how we validated market fit for a home infusion marketplace for specialty pharmacies and travel nurses.
Results & Outcomes
Product validation with testing committee
Identity and systems design
Product marketing enablement
Improved platform UX
Scope
Branding strategy, mobile application design, platform design, WordPress marketing experience, user testing
Project length
3 months
Home infusion
audiences
In order for us to connect infusion nurses with specialty pharmacies, we needed to first understand the travel RN audience. Then test our assumptions in the context of working with other specialty pharmacists and schedulers.
Travel RNs
” I’m looking for higher paying at-home care opportunities in my area.”
Specialty Pharmacists
” I have infusion jobs I need reputable providers to fulfill.”
Patient Schedulers
” I need to be able to assign available providers as I work with the patient.”
Problem
With specialty infusion shifting more to home-based care, specialty pharmacies were finding that there were not enough qualified travel RNs to meet the demand of at-home infusions. We therefore conceived of an infusion jobs marketplace, but a singular question lingered:
How might we incentivize travel nurses to be engaged in working with these understaffed specialty pharmacies?
Mapping uncharted
territory
Nova brings a lot of experience in health tech, but this was a sub-sector of health tech that we hadn’t had any significant experience with. Therefore we engaged with our experts to get us up to speed over the course of a remote design workshop.
Ramping up
One of the keys to product development is getting something testable into the hands of users early-on. So we were able to build a prototype with some of our early thinking. An iteration on our problem became:
Would travel nurses prefer to find a job by location, or would they prefer to find it by having more detailed information about compensation upfront?
Delivering the prototype to testers passively
Health tech lessons
We identified that we were missing critical information such as the “expected duration” of an infusion.
For example, some infusions are 1-2 hours, but some are as long as 4-hours. Additionally, some nurses will book several sessions with a patient meaning we needed to show repeat frequency.
What RNs said
Is this the first visit for the patient, or have they had infusions before?
Knowing about home environment, pets, smoker, and attitude make my job easier.
Looks good to me!! Easy navigation.
Main takeaway
Even though compensation was the most important factor in the survey, location was the starting point for understanding the complete compensation picture when we analyzed responses with heat map data.
In the image you can see that only 2 of our participants engaged with the detailed job listings below the map, in order to find an infusion job.
After the first test
So after learning how much compensation factored into the travel nursing experience, we extended our learnings to the patient care experience for nurses. As you can see when a nurse is in that part of the user experience, compensation is a prominent feature in both the dashboard and in-session views.
Extending the pharmacy experience
Then after validating the travel RN mobile experience, we spent a cycle on the pharmacy scheduling experience where there was a pre-existing application with market fit. Therefore, we could spend less time on validating product direction, and more time on fixing problems in the existing interface.
Delivering a health tech design library
While we are working with the product, we’re also simultaneously exploring and iterating the identity of the brand as we learn more about our users. Because we are so close to the value of the product, it’s easier to deliver an identity that hits the mark.
