The patient-centric innovation will address unmet needs of patients
Dr Reddy’s Laboratories (DRL) has launched Purple Health, a unique platform designed to inspire patient-centric innovation and deliver solutions that address unmet needs of patients. Built around four pillars of Awareness, Access, Adherence and Experience of therapy for patients, Purple Health will institutionalise patient-centricity across the organisation, stemming from its core belief ‘Good Heath Can’t Wait’.
As the first major initiative under Purple Health, the company launched a new range of innovative, patient-centric packaging that aims to enhance the therapy experience for over 20 million patients each year. The entire packaging initiative spanned a period of 24 months from research to concept development to implementation. Starting with the India market, the new packaging will be rolled-out in phased manner over the next six months for 25 of its focus brands.
DRL partnered with global design and innovation consulting firm IDEO, and applied ‘Human-Centred Design’ approach to find solutions during the design phase of the project. The team met a cross-section of patients, doctors and pharmacists across the country, conducting in-depth interviews and observational studies to understand patient’s needs. Based on the insights, the company redesigned its blister packs and syrup bottles to address the pain-points.
As a part of Purple Health, the company has also commenced a structured mechanism to assess its brand offerings on delivering care beyond the pill. Based on assessments by an eminent external jury, five of its brands have been certified as ‘Purple Star’ brands for their patient-centricity innovations. The five brands cater to needs of patients across various disease areas ranging from diarrhoea to oncology, with the assessment process underway for its other brands.
EH News Bureau
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