Litfulo Pfizer Booth Exhibition

American Academy of Dermatology Conference 2024 San Diego

During the 2024 AAD Conference, create opportunities to empower dermatologists with innovative solutions for alopecia areata. Introduce Litfulo, the first and only FDA-approved oral treatment for both adults and adolescents with severe alopecia areata. Provide healthcare professionals with the knowledge and confidence they need to restore not just hair, but hope for their patients.

 
 

Problem Statement

 

User Problem

  • Treating alopecia areata has prescribed Olumiant in the passed, recently learned about Litfulo.

  • Seeking to learn more about Litfulo clinical data, patient profiles, and safety details.

  • Familiar with JAK inhibitors.

Business Problem

  • Litfulo was newly FDA-approved and marked the first oral treatment for alopecia areata.

  • To drive awareness and differentiation, an engaging, interactive booth experience was essential.

  • Without strong early engagement, key adoption opportunities risked being missed.

 
 

Key Performance Indicators

 

Booth Engagement Rate

Percentage of conference attendees who visited and actively interacted with experience.

Tracking: Geofencing, Time-Lapse Video

Experience Participation

Number of HCPs who engaged with panels, and experience the full Augmented Reality (AR) journey of all 3 experiences.

Measured via device triggers, session completions.

Post-Engagement Interest

Percentage of HCPs who, after the experience, expressed increased interest in prescribing Litfulo or requested follow-up materials (e.g., scanned QR code, signed up for reps, or took home a detail aid).

Booth Designs left side

Booth Designs Main Liftulo Experience

 

My Role

As a UX leader and people manager, I focused on strategic oversight, alignment across disciplines, and fostering strong team collaboration to bring the vision to life.
I played a key role in ensuring the right ideas were prioritized, teammates had what they needed to thrive, and stakeholders remained aligned throughout. My focus was to cultivate the conditions for great work to emerge.