Reflection on Mind Mapping 

 Challenge : 

 A vaccine for a rare disease was approved and launched in the US .   At the time , we were preparing for   an ex - US launch and we were trying to come up with some hypotheses as to why physicians do n’t think   to vaccinate for this particular condition ( I am intentionally keeping the disease blinded due to   confidentiality reasons with my company ) .   We were confused as to why the physicians did n’t vaccinate   because prior market researched showed that doctors found the condition to be rare , but still extremely   important .   We felt there was a disconnect between what doctors were telling us and what they were   doing .   We needed to understand this disconnect because in the ex - US , there was a competitor already   in the marketplace for 2 years so we were already behind in terms of coming to the market .   We felt   that we needed to understand our customers at a deeper level in order to make any kind of inroad into   a market that was already established by this one competitor .   In particular , we were thinking of   developing a public awareness campaign through social media , but we felt we needed to find that right   message to resonate with the public in the ex - US markets . 

 Selection : 

 Mind mapping is a good way to reflect the current state of affairs as you focus on the “ What Is ” stage .   It   helps you to organize your data as you look for patterns / themes and insights on a particular topic .   We   chose to use mind mapping as a way to sift through all the prior market research that we had as we   assembled a diverse group of stakeholders all together in one room .   We were trying to understand the   current state of vaccination ( in the form of the physicians ’ behaviors ) vs. their attitudes toward the rare   condition .   As we saw a disconnect in how doctors thought of this rare condition ( e.g. , they saw it as   extremely important to vaccinate for ) , yet vaccination rates for this condition was actually quite low .    We did not understand why they would say it was important and then not vaccinate for it .   Mind   mapping allowed us to cull through all the data and try to make sense of what it was telling us .   It was   exactly the right fit for what we were trying to do during our “ What Is ” stage . 

 Application : 

 For our mind mapping exercise , we prepared a 25 minute presentation that showcased all the data and   market research that we had collected over the past 2 years .   We had a room full of diverse stakeholders   and gave each of them some colorful post - it notes .   We told them to write down useful pieces of data   they felt were important to our question of “ if physicians think this rare condition is very important to   vaccinate for , why are the vaccinate rates for this condition so low . ”   What is the disconnect between   their attitude and their behavior ?   Each stakeholder was asked to write down 10 - 20 data points / themes   that stood out to them as they heard the presentation on individual post - it notes and stick them on a   wall .   After everybody put their post - it notes on the wall – we began to try to cluster similar / reoccurring   themes to make sense of the data that was put on the wall .   Several themes began to emerge .   Around   each theme , we made a heading to describe it loosely .   At the end of the session , we had several themes   that began to emerge . 

 Insight : 

 After looking at all of the themes , we began to see that physicians were so busy trying to accomplish so   many other topics with their adolescent patients during their annual physical visit , that they were time 

 constrained .   It was n’t that they do n’t see vaccination as important , but they have so many other   equally important topics to discuss with them that they run out of time .   Also , adolescent vaccinations   are not as common ( with the exception of HPV ) , that there is n’t a well - organized vaccination schedule   like there is for infants .   It just simply gets deprioritized because many adolescents just skip their annual   physical because they are n’t sick .   Also , when adolescents do get sick , the doctor focuses on their   immediate symptoms and is n’t thinking about what vaccines the kids need at a sick visit .   Mind mapping   helped us to better understand the physicians competing priorities and it helped us to organize multiple   market research findings to make sense of the current state .   We uncovered multiple factors that went   into an annual vaccination visit that we had not realized beforehand .   It is clear from this exercise that   design thinking really is a deep exploration into the lives and problems of the people we are seeking to   understand ( e.g. , in my case , the physicians ) .   Once we knew what the problem was , we could start to   formulate a way to address it . 

 Approach : 

 Now that we have a better understanding of the problem , we can now move to brainstorm solutions .    To be honest , I think we used the right tool from the beginning .   We needed to genuinely understand   our current state – before the mind mapping exercise , we had a lot of disparate data and we had some   thoughts around what we thought the problem was , but we did n’t know for sure .   The mind mapping   exercise forced us to take a deeper dive into our data to make sense of what it was really telling us .   This   is something that we had not done before – we had not tried to make a synopsis of all the data so our   picture was incomplete .   Mind mapping forced us to get organized .   As a tool , mind mapping met us   where we were which was confused !   It helped us to deconstruct the issues affecting our physicians so   that we could then start to address the issues .   It also helped us to understand that there were several   issues affecting the physician , not just one thing .   By shedding light on those issues , we knew what we   needed to focus on as we sought to brainstorm how to fix those issues as we continued to apply design   thinking to our challenge . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Reflection on Mind Mapping 

 Challenge : 

 A vaccine for a rare disease was approved and launched in the US .   At the time , we were preparing for   an ex - US launch and we were trying to come up with some hypotheses as to why physicians do n’t think   to vaccinate for this particular condition ( I am intentionally keeping the disease blinded due to   confidentiality reasons with my company ) .   We were confused as to why the physicians did n’t vaccinate   because prior market researched showed that doctors found the condition to be rare , but still extremely   important .   We felt there was a disconnect between what doctors were telling us and what they were   doing .   We needed to understand this disconnect because in the ex - US , there was a competitor already   in the marketplace for 2 years so we were already behind in terms of coming to the market .   We felt   that we needed to understand our customers at a deeper level in order to make any kind of inroad into   a market that was already established by this one competitor .   In particular , we were thinking of   developing a public awareness campaign through social media , but we felt we needed to find that right   message to resonate with the public in the ex - US markets . 

 Selection : 

 Mind mapping is a good way to reflect the current state of affairs as you focus on the “ What Is ” stage .   It   helps you to organize your data as you look for patterns / themes and insights on a particular topic .   We   chose to use mind mapping as a way to sift through all the prior market research that we had as we   assembled a diverse group of stakeholders all together in one room .   We were trying to understand the   current state of vaccination ( in the form of the physicians ’ behaviors ) vs. their attitudes toward the rare   condition .   As we saw a disconnect in how doctors thought of this rare condition ( e.g. , they saw it as   extremely important to vaccinate for ) , yet vaccination rates for this condition was actually quite low .    We did not understand why they would say it was important and then not vaccinate for it .   Mind   mapping allowed us to cull through all the data and try to make sense of what it was telling us .   It was   exactly the right fit for what we were trying to do during our “ What Is ” stage . 

 Application : 

 For our mind mapping exercise , we prepared a 25 minute presentation that showcased all the data and   market research that we had collected over the past 2 years .   We had a room full of diverse stakeholders   and gave each of them some colorful post - it notes .   We told them to write down useful pieces of data   they felt were important to our question of “ if physicians think this rare condition is very important to   vaccinate for , why are the vaccinate rates for this condition so low . ”   What is the disconnect between   their attitude and their behavior ?   Each stakeholder was asked to write down 10 - 20 data points / themes   that stood out to them as they heard the presentation on individual post - it notes and stick them on a   wall .   After everybody put their post - it notes on the wall – we began to try to cluster similar / reoccurring   themes to make sense of the data that was put on the wall .   Several themes began to emerge .   Around   each theme , we made a heading to describe it loosely .   At the end of the session , we had several themes   that began to emerge . 

 Insight : 

 After looking at all of the themes , we began to see that physicians were so busy trying to accomplish so   many other topics with their adolescent patients during their annual physical visit , that they were time 

 constrained .   It was n’t that they do n’t see vaccination as important , but they have so many other   equally important topics to discuss with them that they run out of time .   Also , adolescent vaccinations   are not as common ( with the exception of HPV ) , that there is n’t a well - organized vaccination schedule   like there is for infants .   It just simply gets deprioritized because many adolescents just skip their annual   physical because they are n’t sick .   Also , when adolescents do get sick , the doctor focuses on their   immediate symptoms and is n’t thinking about what vaccines the kids need at a sick visit .   Mind mapping   helped us to better understand the physicians competing priorities and it helped us to organize multiple   market research findings to make sense of the current state .   We uncovered multiple factors that went   into an annual vaccination visit that we had not realized beforehand .   It is clear from this exercise that   design thinking really is a deep exploration into the lives and problems of the people we are seeking to   understand ( e.g. , in my case , the physicians ) .   Once we knew what the problem was , we could start to   formulate a way to address it . 

 Approach : 

 Now that we have a better understanding of the problem , we can now move to brainstorm solutions .    To be honest , I think we used the right tool from the beginning .   We needed to genuinely understand   our current state – before the mind mapping exercise , we had a lot of disparate data and we had some   thoughts around what we thought the problem was , but we did n’t know for sure .   The mind mapping   exercise forced us to take a deeper dive into our data to make sense of what it was really telling us .   This   is something that we had not done before – we had not tried to make a synopsis of all the data so our   picture was incomplete .   Mind mapping forced us to get organized .   As a tool , mind mapping met us   where we were which was confused !   It helped us to deconstruct the issues affecting our physicians so   that we could then start to address the issues .   It also helped us to understand that there were several   issues affecting the physician , not just one thing .   By shedding light on those issues , we knew what we   needed to focus on as we sought to brainstorm how to fix those issues as we continued to apply design   thinking to our challenge .
### Output: 