Launching Cove’s pilot for Cognitive Behavioral Therapy
Cove, diagnosis and treatment from the migraine experts by Thirty Madison
The Problem
As Thirty Madison was looking to push the envelope on delivering care beyond medications, Cove wanted to run a pilot test on providing migraine patients with a Cognitive Behavioral Therapy (CBT) designed for migraine patients.
The business opportunity
Every time a patient purchases a prescription medication from Cove, one of our doctors spends time reviewing a treatment plan. How might we expand Cove’s portfolio of treatments to include a non-prescription offering?
The patient problem
Nearly half of Cove patients experience anxiety related to their migraines. How might we provide patients with another tool in their migraine toolkit to teach them how to cope and handle their stress?
The Context
Role
Product Design Lead
Responsibilities
Product design
Patient research
Data analysis
Team
1 Product designer
1 PM
2 Engineers
1 Clinician
Timeframe
April 2021
How might we understand how patients engage with a CBT program & how it affects their migraines?
By launching a pilot of an 8-week CBT course designed to help patients cope with their migraines, we can expect to gather learnings on how patients engage with a CBT course.
How will we know if our pilot was successful?
• By tracking the open/completion rate of each module
• By tracking the completion rate of the entire program
• By tracking the average # of migraine incidents tracked during each module
• If we see a >30% reduction in headache frequency among CBT non-Rx participants within 6 months, tracked via outcome survey
The designs
The content modules for our CBT pilot
Impact
Key takeaways
• While we saw a lot of initial engagement in this free pilot, as time went on many patients dropped out of the experience.
• The patients that did finish the course found it valuable, but they found the experience challenging
• Patients found it difficult to remember to complete the “homework” associated with the course
Future iterations
• Explore ways of improving the user experience through our mobile app
• Launch a paid version of the CBT course to incentivize patients to finish the course
• Partner with CRM on ways we might remind patients to complete their CBT “homework”