Visualization 

 Challenge : 

 As my organization was preparing to launch a drug ( biologic ) for a skin condition in the already cluttered   market ( of biologics and bio - similars ) , the task for me ( as a brand manager ) was to figure out value ad   service(s ) for the brand which will help differentiate the brand from the existing ones in the market .   There were clearly two sets of stakeholders : external ( dermatologists , nurses and of course patients )   and internal ( medical team , drug regulatory team , patient advocacy team and the marketing team ) . It   was a very difficult task at hand , as I had to figure out the entire patient journey , challenges faced by   patients suffering from the condition , prescription habits of dermatologists , what are the parameters   considered by a dermatologist while prescribing a biologic , role of nurses ( if any ) and then map these all   to come up with feasible option of value ad services(s ) . 

 Selection : 

 This was the first time that my organization was launching a drug in the dermatology segment and   hence we had very limited information at hand . Hence , to start with , I prepared questionnaires for   Focused Group Discussions ( FGDs ) with each of my external stakeholders – doctors , nurses and patients   to understand their role in the management of this condition . Once I had a reasonable idea of the   patient journey , doctor - patient discussion and dermatologists ’ prescription habit , I decided to use the   tool of Visualization to map the entire process . I used different types of visuals to depict the high - level   process and swim - lanes for different stakeholders . This definitely helped me put the enormous amount   of data gathered from the FGDs into an easily comprehendible and a simple construct . 

 Application : 

 I chose to apply the Visualization tool because it was important to detail out the entire process in an   elaborate fashion to all stakeholders ( internal & external ) to be then able to discuss , debate and assess   the bottlenecks or pain points of the current scenario . It was also important that everyone understood   the process precisely and accurately , without missing out important details . Visualization really helped   me get each stakeholder on the same page . I then went out to the same group of doctors & patients   who I had had the FGDs with initially . I divided them into 8 different groups ( 3 groups of 5 doctors in   each group , 2 groups of 5 nurses in each group and 3 groups of 5 patients in each group ) . I handed each   one of them the visual depiction of the existing process and asked them to pin - point the most difficult/   tedious/ time - taking tasks in the process , or in other word the part of the process they wish they did n’t   have to do . I allowed them half an hour to discuss and come up with top two things ( as a group ) which   they were bothered/ concerned of . They could also suggest alternatives to the parts of their worries . 

 Insights : 

 Once I had all the answers and I put everything together , there were few things that stood out very   clearly : 

 Doctors – Most of the dermatologists practiced in stand - alone clinics and did n’t have a nurse to help   them with injecting the biologics ( reconstitution of the drug , administering and monitoring ) . They   complained of injecting the biologic being highly time - taking and compared it to seeing two other   patients in that same time - frame . And as it ’s a chronic condition , the injecting of the biologic for a   particular patient is not even a one - time process . 

 Patients – Since it ’s a chronic condition and there is stigma attached to the disease ( visible patches on   skin ) , they do not like stepping out of their houses to see their doctors at regular intervals and would   rather prefer to have the administrations at home . Also due to the stigma attached and myths of the   condition being communicable , patients end up feeling depressed , loneliness and even have suicidal   tendencies at time . 

 From here on , it was easy . We decided to partner with a healthcare company who could provide ‘ at   home ’ counsellor and nurse support for all our patients . We also ensured the nurses click photos of the   skin patches at regular intervals to share with the treating physician to keep them updated about their   patients ’ improvement . The patient support program was a huge success and widely appreciated . 

 Approach : 

 Here , I used the Visualization tool only post the FGDs to map the entire process for further evaluation   and discussion with the stakeholders . But what I have learnt is that the tool of visualization is really   powerful and I would want to use it for conducting FGDs as well in the future . While conducting FGDs in   this scenario , there were many instances where we went round & round about a few subject as my   interviewee and I were n’t on the same page and had trouble communicating and coming to a same   understanding . And I strongly feel that the tool of Visualization can be used at such instances as well . 


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: Visualization 

 Challenge : 

 As my organization was preparing to launch a drug ( biologic ) for a skin condition in the already cluttered   market ( of biologics and bio - similars ) , the task for me ( as a brand manager ) was to figure out value ad   service(s ) for the brand which will help differentiate the brand from the existing ones in the market .   There were clearly two sets of stakeholders : external ( dermatologists , nurses and of course patients )   and internal ( medical team , drug regulatory team , patient advocacy team and the marketing team ) . It   was a very difficult task at hand , as I had to figure out the entire patient journey , challenges faced by   patients suffering from the condition , prescription habits of dermatologists , what are the parameters   considered by a dermatologist while prescribing a biologic , role of nurses ( if any ) and then map these all   to come up with feasible option of value ad services(s ) . 

 Selection : 

 This was the first time that my organization was launching a drug in the dermatology segment and   hence we had very limited information at hand . Hence , to start with , I prepared questionnaires for   Focused Group Discussions ( FGDs ) with each of my external stakeholders – doctors , nurses and patients   to understand their role in the management of this condition . Once I had a reasonable idea of the   patient journey , doctor - patient discussion and dermatologists ’ prescription habit , I decided to use the   tool of Visualization to map the entire process . I used different types of visuals to depict the high - level   process and swim - lanes for different stakeholders . This definitely helped me put the enormous amount   of data gathered from the FGDs into an easily comprehendible and a simple construct . 

 Application : 

 I chose to apply the Visualization tool because it was important to detail out the entire process in an   elaborate fashion to all stakeholders ( internal & external ) to be then able to discuss , debate and assess   the bottlenecks or pain points of the current scenario . It was also important that everyone understood   the process precisely and accurately , without missing out important details . Visualization really helped   me get each stakeholder on the same page . I then went out to the same group of doctors & patients   who I had had the FGDs with initially . I divided them into 8 different groups ( 3 groups of 5 doctors in   each group , 2 groups of 5 nurses in each group and 3 groups of 5 patients in each group ) . I handed each   one of them the visual depiction of the existing process and asked them to pin - point the most difficult/   tedious/ time - taking tasks in the process , or in other word the part of the process they wish they did n’t   have to do . I allowed them half an hour to discuss and come up with top two things ( as a group ) which   they were bothered/ concerned of . They could also suggest alternatives to the parts of their worries . 

 Insights : 

 Once I had all the answers and I put everything together , there were few things that stood out very   clearly : 

 Doctors – Most of the dermatologists practiced in stand - alone clinics and did n’t have a nurse to help   them with injecting the biologics ( reconstitution of the drug , administering and monitoring ) . They   complained of injecting the biologic being highly time - taking and compared it to seeing two other   patients in that same time - frame . And as it ’s a chronic condition , the injecting of the biologic for a   particular patient is not even a one - time process . 

 Patients – Since it ’s a chronic condition and there is stigma attached to the disease ( visible patches on   skin ) , they do not like stepping out of their houses to see their doctors at regular intervals and would   rather prefer to have the administrations at home . Also due to the stigma attached and myths of the   condition being communicable , patients end up feeling depressed , loneliness and even have suicidal   tendencies at time . 

 From here on , it was easy . We decided to partner with a healthcare company who could provide ‘ at   home ’ counsellor and nurse support for all our patients . We also ensured the nurses click photos of the   skin patches at regular intervals to share with the treating physician to keep them updated about their   patients ’ improvement . The patient support program was a huge success and widely appreciated . 

 Approach : 

 Here , I used the Visualization tool only post the FGDs to map the entire process for further evaluation   and discussion with the stakeholders . But what I have learnt is that the tool of visualization is really   powerful and I would want to use it for conducting FGDs as well in the future . While conducting FGDs in   this scenario , there were many instances where we went round & round about a few subject as my   interviewee and I were n’t on the same page and had trouble communicating and coming to a same   understanding . And I strongly feel that the tool of Visualization can be used at such instances as well .
### Output: 