Global Pharma Company Applications

Being led by doctors and not by the technology

Our client recognised in themselves the habit of building a solution before trying to persuade customers they needed it. They asked the Engine Service Design Team to help flip the model and first understand the world of hospital doctors and how they managed the complexities of the health system, whilst working to improve patients’ health.

Co-creating with doctors in an innovation lab

Central to the success of the programme was bringing informal, collaborative approaches from the world of design to the previously formal modes by which the business engaged senior clinicians. We ditched the ‘advisory board’ model and set-up an innovation lab, using online tools to work with 12 doctors in two countries over several months.

Prototyping to extend engagement and excite stakeholders

With our doctors, Engine co-designed and visually prototyped a suite of software solutions enabled by data, information-design and voice-tech, to assist them in the management of patients’ care pathways. We explored the technology landscape widely, worked with technology experts and set-out a product strategy towards our client’s commercial objectives.

Globally, pharmaceutical companies compete to offer their treatments to doctors. Doctors have always valued the expertise of these companies but have viewed the relationship as transactional. The opportunity for the pharmaceutical sector is to build deeper, more valuable relationships with doctors, through services that assist patient treatment, make information accessible and save time.

EXECUTIVE DIRECTOR, DIGITAL PRODUCTS