Case: Pharma
Helping a global pharma major find opportunities in its supply chain that could be turned into value for patients
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The Challenge
Uncovering the reality of the business and its customer experience
A global pharma major operating in multiple top markets faced wanted to find innovative solutions catering to domestic patient needs in India, while also leveraging optimisations and efficiencies within its local supply chain.
Approach
Collaborating with the in-house innovation team of the customer, the project extended on ongoing patient user research in India, using primary research to get insights into forces on the demand and supply sides of the medical value chain. We employed behavioral economics and behavior design frames and frameworks to better understand decision-making, habit formation and patient behavior around medication adherence, while examining incentives, relationships, data flows and frictions between crucial supply side participants. Immersive ethnography led to insight generation and solution finding, followed by validation of early perspectives, ideas and concepts with various divisional stakeholders at the customer organisation.
Outcomes
The project provided an in-depth understanding of the Indian retail patient journey, providing insights into gaps in the patient experience from prescription to medication adherence and ultimate health outcomes. On the other hand, it deepened the team’s understanding of the supply chain, revealing blindspots and pockets of opportunity for creating new efficiencies, and the fragmentation in data-driven processes, all of which could be exploited in multiple ways to create new value for patients within retail touchpoints and the domestic contexts where patients consumed their medication and built loyalty for the brand.
