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Large Hospital Chain
Driving better adherence to
life-saving therapies

Cardiovascular and metabolic disorders are ‘silent’ diseases - i.e. there are no visible symptoms for these conditions. As a result, awareness about and urgency to treat these conditions is generally low.
It is estimated that close to 50% of patients drop-off therapy within one year of beginning treatment, despite the need to be on therapy lifelong. Non-compliance leads to suboptimal outcomes potentially resulting in life threatening events such as heart attacks or chronic kidney disease in the long run.

We were asked by a leading Hosptial Chain to help develop a low cost solution that would help patients adhere to therapy and lifestyle changes.


We approached the problem by first understanding the complex domain through secondary research. We looked at existing adherence efforts by other companies, their methods and their data. In parallel we also spoke with subject matter experts such as senior executives in the company, doctors and behavioral psychologists as well as with patients and caregivers. Based on a combination of secondary and primary research, we were able to map out a patient journey over five phases that took into account both the conscious as well as the subconscious aspects of their behavior. This model was then validated with psychologists and consumer behaviour experts. The model helped us appreciate and convey the full complexity of the problem.

After multiple rounds of iterative brainstorming and prioritization, we agreed upon three interventions to prototype. We created four groups of users for the prototype. The first three groups were exposed to one intervention each and the fourth group was exposed to all three interventions simultaneously. Every aspect of the prototype was mapped out and planned out in detail using scripts, flowcharts and journeys. We established partnerships with startups and other stakeholders where appropriate. We also defined clear metrics.

After four months of in-market piloting and iterating the model based on feedback and learnings, we arrived at a final design. We then helped the client design and develop a technology platform to build a cohesive experience for patients consisting of the various elements

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