Indian Personal Care
Healthcare in India has been recognized as one of the fastest growing industries and is an area of interest for Godrej and Boyce. IIP (India Immersion Program) 2013 - 2014 focused on “Affordable Healthcare for the Masses” which set the brief for the 2015 program - “Personal Health Management for Urban Youth.”
The brief was broken into 3 sections - Planning, Monitoring and ‘curing’. We were provided secondary data to understand the Healthcare situation, both globally and in India, and also a framework for the “Urban Youth Personas” as background understanding.
Our team was tasked with ‘curing’ which was identified as understanding how patients access and adhere to suitable treatment and care. The first step in our journey was to brainstorm what ‘curing’ meant to each of us as a team. We mapped the journey of a patient which helped establish our initial hypothesis about “Getting well” to “Staying Well.”
INSIGHT-FINDING
In-home Research in Mumbai
- Patients want relatable communication: some- one who treats them as an equal. / The hierarchy of doctor and patient relationships leads to poor communication.
“When patients don’t come back, they are cured”
- People don’t like being told they are sick or have a problem: Taking medication reminds them that something is wrong.
- Patients who hand off responsibility get stuck in the creative loop and are less likely to get better.
“Taking constant meds, makes me feel like a strange... Weirdo.”
- You won’t do it for yourself but you will do it for others.
- Medicine is considered like a bandaid, only for stoping the symptom.
Patient's user journey shows the drop off mode starts from:
1. No improvement: Until certain days patients think they should have improve on their health but if they don't it leads to drop off.
2. Has improvement: Certain days after,they saw obvious improvement then they leave their medicine away.
- Patient and doctor has different expectation
Doctor has no tracking system, the way they track is by "come back.
With Thanks to
Patrick Whitney, Anijo Mathew of IIT Institute of Design
Navroze Godrej from Godrej & Boyce
Teammates: Claire Hevel, Mallika Mhatre, Hrushikesh Patade, Sneha Jadhav
