Helping patients get the medicine they need

What if sales reps could close eczema treatment cases faster—cutting through data overload to get life-improving medication to patients without delays or duplicate efforts?

Fig.1 – High fidelity representation of the final product, a native iPad application.

Pfizer partnered with Onco360 to make Eucrisa accessible for mild-to-moderate eczema patients through an online purchase program. But the reality was frustrating: national sales teams relied on massive, daily-updated spreadsheets. Managers filtered by region, reps by territory—wasting hours on manual sorting instead of driving prescriptions and patient outcomes.

We designed a native iPad application that transforms this chaos into clarity, letting field teams focus on what matters: helping physicians write scripts and delivering medicine to patients in need.

The Mission

Empower regional managers and sales representatives to:

Quickly spot action items and case hang-ups
Streamline follow-ups and eliminate redundant calls
Close more cases efficiently—all on the devices they use in the field (iPad Pro)

Core Team:

Erik Johnson — UX Researcher
Dane Wesolko — UX/UI Designer

Fig.2 – High fidelity mockups helped to tell the overall vision.

The Journey: Research-Driven, Field-Focused, Rapid

We started with deep insights:

Interviews with managers and reps revealing key pain points: overwhelming spreadsheets and hidden action items
Patient journey mapping to build empathy and align on impact

Rapid iteration followed:

Brainstorming and rough sketches → user flow diagrams → annotated wireframes
High-fidelity mockups in Sketch, shared via InVision for collaborative feedback
Interactive HTML/CSS/JS prototype to demonstrate behavior and support early development
Case flow visualizations highlighting script status and required actions

Every step prioritized real-world field use—delivering an intuitive tool that respects tight timelines while maximizing impact.

Key deliverables:

Functional prototype bridging design to implementation
User flows and low-fi wireframes for structure
High-fidelity branded designs

Fig.3 – High fidelity mockups showcasing interactions and active states.

The Impact

The app shifts time from spreadsheet drudgery to patient-focused action:

Instant visibility into priorities and bottlenecks
Fewer duplicate efforts and faster resolutions
Reduced operating costs through streamlined workflows

Sales teams close cases more effectively. Physicians get support to prescribe confidently. More patients receive the treatment they need—faster.

Decision-makers gain relief from inefficient processes, optimism for higher close rates, and pride in a solution that directly improves patient lives while driving business results.

Fig.4 – Case flow diagrams help to show sales reps where a script is and if there’s any actions associated with that case.

Ready to Empower Your Field Teams?

I craft intuitive tools that turn complex data into actionable insights—accelerating sales, reducing friction, and delivering real-world impact in healthcare.

Facing spreadsheet overload, field inefficiencies, or patient access barriers? Let’s build your breakthrough app. Contact me today.