IDIC: Interdisciplinary Chronic Disease Collaboration
Moxie
_SECTOR: PUBLIC HEALTHIn collaboration with Alberta Innovates Health Solutions, University of Calgary, and ICDC, Emergence developed Moxie as part of a clinical trial exploring ways to support behavior change in individuals with chronic cardiovascular disease.
Emergence created the brand, design, and educational materials for the trial, and led public relations for Moxie since its inception. The study showed that Moxie reduced rates of serious adverse health outcomes, including hospitalizations, in the target population.
Behavior Change | Branding | Copywriting | Graphic Design | Research | Strategy _THE CHALLENGE
Non-adherence (failure to take medications as directed) is a significant problem in the management of chronic disease, especially among older patients.
This leads to patients needing costly treatments in the long-term and puts them at higher risk for hospitalizations.
In addition to medication adherence, patients with chronic disease often struggle to adopt and sustain healthy behavior change over the long term. The importance of nutrition, exercise, and self-efficacy is widely acknowledged, yet few interventions are backed by clinical evidence.
_SEARCHING FOR THE SIGNAL
Our human-centered design research showed that persistent reminders about healthy living and proper use of medication can alienate patients. While doctors are trusted sources of information, many patients in this population reported that interactions with the health system could feel judgemental.
In recent years, there has been an explosion of digital tools to support behavior change, but these approaches lack solid clinical validation. As a result, we sought to develop an experience that combined the clinical legitimacy of a health system with a fun, engaging brand.
This led us to the creation of Moxie—a lively, quirky character who speaks to patients as a peer, helping them to live a healthy life on their terms.
_EMERGENCE
Based on this research and brand voice, we developed a vast archive of visual assets and clinically validated content for delivery across a range of channels, based on user preferences.
Content was delivered through a “tech agnostic” approach. Patients received materials through an online patient portal, direct mail, text messaging, daily check-ins, gamification, and rewards. Varying the content of messaging and delivery format keeps patients engaged and motivated.
To supplement ongoing educational content, patients also received physical gifts at key milestones throughout the 3-year trial. Moxie’s presence in the patient’s home served as a subtle reminder to make healthy choices and stay motivated.
_EVOLUTION
The randomized phase III trial of Moxie vs direct economic intervention (free hypertension and cholesterol medications) began in December 2015 in Alberta, Canada and results are now fully available here.
The trial included approximately 4,700 randomized patients and demonstrated that patients using Moxie experienced 22% fewer cardiovascular events and 34% fewer hospitalizations.
These promising results have garnered significant attention in the public health community, and serve as the foundation for future adaptations and expansions of Moxie.
