Using real-time expert insight to shape a digital clinical tool — before, during, and after launch
Client
Merz Therapeutics
The challenge
Merz Therapeutics was developing a digital clinical support tool designed for healthcare professionals treating patients with spasticity.
The challenge wasn’t technical delivery - it was ensuring the tool reflected real-world clinical practice, worked intuitively in busy settings, and genuinely supported decision-making rather than adding friction.
Historically, insight into how tools like this were designed, tested, and refined was fragmented:
- Feedback gathered late in the process
- Limited visibility of how clinicians actually used the tool
- Little structured insight into what worked, what didn’t, and why
- Data captured in disconnected formats, making learning slow and manual
Merz wanted a better way to embed expert insight throughout the lifecycle of the product, not just at the end.
The approach
Thinkology used Everyview as a structured insight layer around the digital tool’s development and rollout — capturing expert input at three critical stages:
1. Pre-use insight
Before clinicians used the tool, Merz gathered structured input on:
- Clinical background and practice setting
- Experience treating spasticity
- Existing workflows and pain points
- Expectations of what a digital tool should support
This ensured development started with a clear understanding of real-world context, not assumptions.
2. In-use feedback
Everyview surveys were embedded directly into the user journey.
Each time clinicians used the tool, they were prompted to give short, structured feedback on:
- Ease of use
- Missing functionality
- Bugs or usability issues
- Practical fit within clinical workflows
This created near real-time insight into how the tool performed in practice — not weeks or months later.
3. Post-use evaluation
At the end of the pilot period, Merz gathered reflective insight on:
- Overall usefulness
- Adoption likelihood
- Impact on clinical decision-making
- Areas for improvement or refinement
Because all data lived in one place, Merz could easily compare expectations, experience, and outcomes — without manual analysis or fragmented reporting.
Why EveryView
Everyview allowed Merz to:
- Capture expert insight before, during, and after product use
- Keep all qualitative and quantitative feedback in a single environment
- Analyse trends, patterns, and outliers quickly
- Maintain a clear audit trail of expert input
- Reduce reliance on manual spreadsheets and disconnected tools
Crucially, it enabled insight to inform iteration in real time, rather than being retrospectively reviewed.
The outcome
- Overwhelmingly positive feedback from clinicians using the tool
- Clear, prioritised insight into what needed to change — and why
- Faster iteration and refinement before full launch
- Stronger confidence that the tool reflected real clinical practice
- A repeatable framework for future digital tool development
The improved Version 2 of the tool was subsequently launched at the Toxins medical conference in Madrid, where clinicians could see how their real-world feedback had been incorporated into the product – informed directly by the structured insight gathered through Everyview.
Why it matters
Pharmaceutical companies are increasingly developing digital tools, applications, and platforms to support clinicians.
The challenge isn’t building them. It’s ensuring they genuinely work in the real world.
By embedding structured insight at every stage — rather than treating feedback as a one-off exercise — Merz was able to move faster, learn more, and launch with confidence.