Healthcare Experience
Artefact Design
Product differentiation & growth strategy
Design Challenge: research to inform a differentiating strategy for a biosimilar oncology drug in a crowded pharmaceutical market.
Result: proposed a shift in Dr. Reddy’s strategy to increase patient survival beyond the drug with earlier discovery, accurate diagnosis, and access to treatment in India’s healthcare system.
While at Artefact, our team did research in Delhi & Mumbai to help a pharmaceutical company understand patient experiences of breast cancer and create a product launch strategy. With a translator/cultural guide, our female research team conducted in-home interviews with women, families, and non-profits, while a second team of male researchers spoke to physicians in several hospitals.
We merged our perspectives into a patient journey map to illustrate the difficult path to treatment and the reasons for low survival rates. Patient stories and synthesis workshops helped client managers feel empathy for women without healthcare.
Dr. Reddy’s business managers had an internal shift of focus from physician loyalty to a product, to patient-centered experiences. They saw opportunities to increase trust in their brand and shift the social norms of stigma and secrecy with deeper support for women’s healthcare beyond the drug.
“There is guilt for self care. It is an essential learning. We must shift to empower the patient and the support systems.” — Param, Innovation Leader, Dr. Reddy’s Labs
