Cogstate created a digital cognitive assessment that revolutionized the early detection of mild cognitive impairment in clinical research. By 2021, the time had come to go beyond clinical trials.
New treatments to slow the progression of Alzheimer's disease were emerging, but their efficacy depends on early detection. Yet 90% of people with mild cognitive impairment (an early indication of Alzheimer’s disease) go undiagnosed. To close this gap, Cogstate partnered with Public Works to reimagine Cognigram—a HIPAA-compliant, FDA Class II-exempt digital cognitive assessment proven effective in more than 2,000 clinical trials. Our goal was to transform the customer experience (CX) for Cognigram’s adoption in doctors’ offices and homes across the U.S.
Translating insight into ecosystem strategy
We translated the research into a human-centered strategy to integrate Cognigram into Medicare Annual Wellness Visits (MAWVs) and strengthen readiness for early detection of mild cognitive impairment and Alzheimer’s intervention across the care continuum. The strategy focused on four interconnected areas:
Product Value Reframe Cognigram as a tool for understanding and talking about brain health, rather than a test that signals impairment. Elevate its preventive value, normalize cognitive monitoring, and integrate emotional support throughout.
Clinical Integration Embed Cognigram seamlessly before and between MAWVs, integrate it into practice workflows, and provide supportive scripts, cues, and prompts to help primary care physicians initiate conversations confidently.
Data Communication Humanize results so primary care physicians and older adults feel equipped to interpret, contextualize, and discuss cognitive function across the spectrum of brain health—not just at the point of impairment.
Digital Optimization Reduce cognitive load, simplify the interface, replace negative feedback with positive reinforcement, and streamline the entire cognitive assessment experience for use in clinics and homes.
Together, these efforts generated 38 strategic design guidelines and a roadmap for commercialization, clinical integration, and long-term ecosystem adoption.
Accelerating Alzheimer's care
This work established the behavioral, emotional, and operational foundations needed for earlier Alzheimer’s detection to scale alongside emerging therapies. More specifically, the initiative:
Validated health system readiness
Identified pathways for clinical integration
Strengthened commercialization strategy
Reframed assessment around brain health
Increased PCP confidence talking about brain health
Aligned clinical, product, and commercial teams
As Cogstate CEO Brad O’Connor shared: “The impact goes beyond product innovation and adoption. It paves the way for early detection—detection that, because of new therapies, could prolong the quality of life for millions of Americans.”
Today, the work continues to inform how cognitive assessment, communication, and early intervention strategies evolve alongside the next generation of Alzheimer’s therapies.
Because the future of Alzheimer’s care will not be shaped by science alone. It will be shaped by the systems, experiences, and relationships that empower people to detect cognitive change earlier, intervene sooner, and navigate brain health with greater clarity and confidence.
