A crowded drug market, readable at a glance.

Brand teams couldn’t query their own market

Several drugs for serious eye disease, all given as injections, compete for the same retina patients. The answer to “how is my drug doing?” lived in real-world clinical data the drug makers’ brand teams couldn’t reach. I designed the product from 0 to 1, from the first screen customers see to the monthly dashboards. Customers were hard to reach before launch, so I iterated with the product manager, data science, subject matter experts and engineers.

Every number carries its comparison

Each total shows its previous value and change, and every line or bar sits beside its prior period. When a comparison would reach back before the data starts, the option is disabled with a note, so no misleading zero is ever drawn.

A number on its own starts an argument. A number next to its comparison starts a decision.

Pick a brand, see where its patients went

Switching answers the follow-up question in one view: who a brand is winning patients from, and who it is losing them to.

Five views planned, three shipped first

Working with a panel of subject matter experts, I ranked the five planned views by the questions brand teams ask first. My design for the top three went into build soon after: overview, rolling share and switching, shipped first to make the launch date. Beta then added filters by brand, indication, region, specialty and demographics.