Design: Pharma ’s next frontier

Banking hadn ’t changed in decades before disruptive, challenger banks like Monzo gained cult status among customers for their ease of use. These challengers fulfilled needs people didn’t even know they had, but soon came to rely on – individually relatively small benefits such as choosing PINs, blocking l ost cards from an app or receiving geo-tagged purchase notifications – but collectively amounting to a very different experience.  What brings them together is the quality of thinking behind the consumer experience. Today, parts of pharma are adopting different user-centred design approaches to their products and services, each moving away from pill-first, top-down and enjoying better patient outcomes and better ROI as a result.  There are two related, but separate, modes of thought. 1. Design Thinking   Design thinking was introduced many years ago by organisations like Ideo, but made famous by high-profile examples like Apple and GE, who have profited from this approach, according to Gregory Miller, leader of Global Marketing and Innovation Excellence at UCB. “Design thinking is a tried and tested methodology for new ways of working and we are just catching up. It starts and ends with the patient. You design solutions in a creative way and don’t fall in love with existing ones. You have a prototype mindset, so you are testing, failing and learning, a nd scaling up when you have something really viable.”   2. Human-centred design Separate but not ...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news